‘Can Planners Really Be the New Creatives?’ Panel at the PSFK Conference London

‘Can Planners Really Be the New Creatives?’ Panel at the PSFK Conference London
Piers Fawkes, PSFK
  • 11 july 2007

“Good planners have always been creatively minded… Good creatives have always been able to generate insights”

  • “For digital, don’t have to go to Art School to be a Creative Director”
  • A good idea can come from anywhere but needs to be the right kind of idea for the business problem – so need the knowledge/consumer focus… and that’s what planners bring.
  • “Ultimately the clients own the idea – they don’t need an agency to tell them”
  • “The sooner we recognise it’s one world and work together the better” … in context of coming together of digital & traditional
  • There was a side discussion about the crazy “Is blogging killing planning” debate at IPA where the arguments made were that people shouldn’t be sharing insights as it was ‘proprietary’, people had no right to position as experts. etc. But creatives have always shared… good ideas spark other ideas. “Best planners are those who illuminate and share ideas” …
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