Advice for Planners

Richard Huntingdon, Director of Planning at United London, has a great post on his blog for young, aspiring planners. In fact the post is so good it’s fine advice for any planner and is a great reminder as to why you do this job in the first place.

Here’s a sample:

Plan from within by which I mean that the first thing I ever do is sit down and think about what I think about the brand or category. In particular I try to find a point of contact with the brand – maybe I use it already so why? Or maybe I don’t use it so why not? Or maybe I used to use it so what went wrong? This is the best source of genuine insight (though it doesn’t always work) rather than the superficial assumed insight that floats at the top of your brain and every other advertising person that walks the planet.

Great stuff. And there’s more here.