SC

On The eternal search for the truth

Simon Callender

The discipline of planning has a practical problem. As specialisms have fragmented it's becoming ever harder to ensure continuity between the strategic elements of a programme and the final creative output.

Planners are increasingly used as modular resources, seldom following whole campaigns through to completion and increasingly isolated from the creative potential of their initial direction.

We believe there's a better way. By bringing planning and creative team members together right at the start of every project we actively incorporate creative considerations into the strategy as it's being evolved, creating a continuity of thought that runs throughout every stage of a programme.

The benefits go further. Planning becomes directly attuned to real world output, not self-serving intellectual debate. The briefing process becomes exactly that, a process, not a stand-off event between departments where batons and responsibilities are handed over.

The result is simple - the end quality of the creative product is improved, ideas are stronger and seamlessly evolved from a shared planning root. Creative Planning may not be for every agency but it should be for every client who believes in developing more purposeful and effective marketing programmes.

To chat more with SC, call +44 20 7747 7400

Simon Callender

The discipline of planning has a practical problem. As specialisms have fragmented it's becoming ever harder to ensure continuity between the strategic elements of a programme and the final creative output.

Planners are increasingly used as modular resources, seldom following whole campaigns through to completion and increasingly isolated from the creative potential of their initial direction.

We believe there's a better way. By bringing planning and creative team members together right at the start of every project we actively incorporate creative considerations into the strategy as it's being evolved, creating a continuity of thought that runs throughout every stage of a programme.

The benefits go further. Planning becomes directly attuned to real world output, not self-serving intellectual debate. The briefing process becomes exactly that, a process, not a stand-off event between departments where batons and responsibilities are handed over.

The result is simple - the end quality of the creative product is improved, ideas are stronger and seamlessly evolved from a shared planning root. Creative Planning may not be for every agency but it should be for every client who believes in developing more purposeful and effective marketing programmes.

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