Planning doesn’t have to be logical




Is planning merely laying the strategic groundwork for the IDEA, or is it a bit bigger? Personally I think there is more to planning than just solving the incentives for action – and finding out which action

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. There is the whole thing about communication and laying down opportunities to how this product or category can spread, emulate or last.

The reason for this post are these thoughts by Scamp: Who’s doing the heavy lifting here? And although I thoroughly enjoy his writing and the work he has picked out, I can’t seem to relate to the role he is giving to planning. It seems very limiting

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To throw in some perspective: Someone once told me that “planning never ends”, and I strongly disagree. Planning should have a clearly defined role in advertising, and not try to be everywhere, directing all decisions. It’s like a dance, someone has to lead, sometimes this is the planner, and sometimes not. The problem occurs when we start stepping on each others toes, and that can all to easily happen.

Planning for me is both idea/brand and communication. This means presenting to the team the thoughts behind how this can spread, through which mechanics. And if the most likely chance we have of success is creating something that emulates, strongly, for no apparent reason

addresses specific psychological or interpersonal factorsthe time) Sometimes buy viagra online.

. Than that is planning as well.

The main point being:Planning doesn’t have to be logical. It doesn’t have to be something you understand by calculating yourself backward from the finished product. It doesn’t have to be reasonable and it doesn’t have to be rational
.

As Sir Ken Robinson writes: “Everyone is creative, even accountants, we just have different instrument in which to exhibit this creativity”.

Disclaimer: I haven’t got a clue what happened behind the scenes if The Trumpet Ad, but who’s to say there wasn’t any strategy.


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