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Three Minute Happiness

Do all planners want to be creatives?

Comments:8 Add your comment

I want to Beer Sphere last night, the planners drinks thing. It was good. There were people from all corners of the world swapping ideas and interacting, in fact the whole thing reeked of 2.0ness.

BR's very own 2.0 geezer Robin asked me what I was doing there as I was a creative. Fair point. We (along with The Law) then discussed the notion of whether planners actually want to be creatives. So I thought I'd ask the question.

To get the ball rolling, I think they do.

Published Apr 24 2007, 12:25 PM by James Cooper

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Comments

by Kit Patrick

April 24, 2007 10:24 AM

As a planner who defected from creative, I don't think that all planners are pressing their strategic little noses up against the glass of the creative department. :) Why do you think that they are?

by Matt Law

April 24, 2007 11:46 AM

Ah - the eternal tension between planners and creatives. I'm not sure if all planners do want to be creatives - but the key thing is that they want to shape the ideas that creatives have. I guess if you are not keen on that, or the planner is a bit clumsy it will seem like they are trying to do the creative work for you. I have lost count of the number of planners who I've agonised with over the right way to ask leading questions, or make a suggestion without seeming to do so. My view is that creatives working more closely with other disciplines improves the end product - especially since much of what we're doing nowadays does not fall into the category of work that fits boxes of a certain shape and size. I guess that includes planners, as well as all sorts of other specialists. Ultimately too we all want 'to be creatives' as its the actual end product of everything that we do. Anyway I thought you said that creative is not a department?

by MICHAEL JOHNSTON

April 24, 2007 1:30 PM

I think there is too much categorization of the word creative. Its a mindset and should not be locked into an art director or copywriter. Sorrell makes a good point in an article in the independent . Everyone has to be creative in our business.

by George Parker

April 26, 2007 4:03 AM

Michael... Sorrell made a good point? I thought the only thing he was good at was making money. Cheers/George

by Vanessa Wright

April 26, 2007 10:08 AM

I agree with Michael - anyone can be creative. Some planners are more creative than some creatives.

by Lyndon Morant

April 26, 2007 3:07 PM

There really isn't anything creative about the word 'creative', though... So what is it? In some world's, those who are indecisive request 'creative space' from their boss, while those who are creative are thought of as being indecisive. Tough crowd, huh?

by Alan Kittle

April 27, 2007 10:49 AM

I know on Head of Planning who's a very frustrated creative and sticks her own in on every brief – not judging the work based on insight or research but her view of the creative. And I can tell you that the CD does not like it one bit...

by James Cooper

April 27, 2007 6:12 PM

I often think it would be SO much easier to be a planner than a CD. As long as I didn't have to do the charts. Those pyramids are hard to do in powerpoint.

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