Strategy and Sausages:
A British Strategic Planner in Germany
Wednesday, 3 February 2016
I've often wondered about reframing my - ahem - age in this young people's business as being 'vintage' or even 'retro', both of which seem all the rage these days. Vintage Planning does have quite a ring to it.
But I've decided that I'm quite happy to be a Planning Dinosaur if that's what people want to call me. A few years ago - not quite the Jurassic Age - I blogged about this very topic - The dinosaur fights back, quoting John Hegarty's comments on Big Data.
I've found another excellent blog post on the matter, this time from Richard Huntington, In Praise of Dinosaur Planning where another creative dinosaur, Dave Trott, is quoted: 'Put a dinosaur in a field of sheep, the dinosaur f***ing wins.' Being a dinosaur is no more than believing in the fundamentals of account planning, not getting carried away by the latest fad, or metric, or technological possibility.
It's about effectiveness - doing the right thing for the brand.
And it's about inspiring and nurturing great creative work that connects with people.
Maybe what we should strive to be is an adaptable dinosaur.
When I was little, I wanted to be a spy. I got off to a good start, studying Psychology at Trinity College, Cambridge but somehow got side-tracked into the wonderful world of advertising and marketing.
My children's books: