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Implosion by Andy Law

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6

THE

PLANNER

TRINITY

I’ll get straight to the point: today the traditional “Planner”, as we know him, just cannot hack it singlehandedly. But this isn’t because the objective of his role is different to what it was back in the sixties, at the time when this figure was gradually introduced into all major advertising agencies.

The aim of the game remains the same: study, analysis, understanding the brand and the consumers, identifying opportunities and having insight; showing a strategic path along which the creative team can potter and explore and come up with all sorts of ideas, but with a clear objective in mind: to get the right message across by writing the creative brief and supporting the creative team along the way to prevent dangerous ...

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