The Planner, The Brief, The Creative, The Thief

Oh well that’s a curious headline, isn’t it. Who’s the thief? Not important, because it rhymes and you’re reading this so now onto the point. We want to know what you think about planners.
Their weeks-long brief writing process has been proven enough that the practice is now an industry standard. And from a business perspective, there’s a lot that can be billed against with planning — research, time, bodies, and of course the decks, which can go a long way to selling through campaigns. So you might not like it, but those planners are probably helping pay your check.
And at the end of the day, this is business, and each day, it’s losing ground to industries that do a better job of quantifying results. There’s an argument to be made that planners help advertising get a step closer to legitimacy. That is, assuming your planner is actually doing his or her job.
There are quite a few agencies out there bucking the planner trend while others still rely quite heavily. But what do you think?
Create a social media strategy, launch your campaign, and track the results in our 

While we’re on the Minneapolis tip today, we should let you know that less than a year after leaving Fallon for fellow Twin Cities operation Carmichael Lynch,
Well, here’s some good news filtering out of the Big Fuel camp, though details are pretty hazy at this point. Sources familiar with the matter confirm that the social media agency has hired 30 people in the U.S. for an unnamed client. No word on whether the Publicis Groupe shop is staffing up in Detroit, New York or both, but following a
Our old pal
When was the last time we heard from MRM?
Cline Davis & Mann may not be the sexiest of names when it comes to the agency world, but figured we’d tell you that the global agency, which has a client roster ranging from Pfizer to Bayer HealthCare, has cut 10-15 percent of staff according to sources familiar with the matter. Apparently, there was a meeting called in the last few days to discuss a “new organizational structure” and those that were affected included CDM and CDMi New York as well as development team Link9, and the network’s San Francisco office might possibly be closing. Of course, we’ve reached out to the CDM higher-ups on the matter but have yet to hear back.


SuperSpy
Originator
AgencySpy Twitter feed loading...