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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?

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