‘Spur’ from Redscout — a discussion and video series about planning and beyond
Over the next two months, PSFK will be hosting Redscout's SPUR video series. It will explore the intersection of brands, strategy, innovation and the world of account planning. We hope to spark a lively discussion, and inspire those working in the field.
Please visit Redscouts Vimeo page t0 watch all of the SPUR episodes.Redscout introduces SPUR, a discussion and video series about brands, strategy and innovation. The first five episodes will provoke and inspire the world of account planning. Many of us at Redscout come out of planning — feeling our skillset should apply not only to communications, but also to the world beyond. We couldn’t help but notice that there is a conflict between what “planning” wants to do, what planners really do, and the simple truth that “planning,” as we know it today, might best be practiced outside the advertising community.Planning was conceived as the thinking behind creativity. But the conventional planner has become a caricature: thinking in an ivory tower and post-rationalizing the doing of others. But today – as the industry, agency, and world-at-large have evolved – the definition of planning, and its future, is unclear.We sought to objectively flip planning on its head: ask the hard questions, uncover the real value, and challenge planners to put their thinking into action.