I had such a fantastic response to the post, that I decided to see if I could find any more of Jon Steel and his talks out there. I came across this talk in which Jon spoke at a WPP event to celebrate Planning at 40.
Where possible I’ve tried to summarise the relevant points made by Jon Steel, but I would urge people to watch the talk and make up their own minds.
- Planning /Planners cannot be truly effective when working in isolation. Rather the best work comes from integrating and working with other disciplines.
- The true test of planning is not in new business but in existing business. Are the right strategic decisions being made by the client?
- In the absence of talented creatives, planning will never make up for solid creative ideas based on sound thinking
- Discipline, research and hard work are still the cornerstone of planning as a practice
- Planning is not about creativity. It is about grounded creativity
- The best work comes from the tension between creatives and planning practices to challenge the work of the other
- Doing the right thing has given way to doing something because in general clients tenure in charge have been shorten to a couple of years. As a result it’s very hard to embed a long-term strategy for clients.
- Planning works best when it’s setting a client’s goals, whether it is communications, branding, or tackling an underlying business problem.