Recorded here so I can reference them from time to time.
Thanks Richard Huntington.....
The planner's job is to devise a brand’s sales promise to the consumer and to prove the brands delivery against this promise. It is the planner’s role to be the salesperson. The planner is tasked with effectiveness.
This frees creatives up to present the promise and the proof in the most compelling way possible.
The role that creativity plays is as the media multiplier that converts £X of ad spend into £Y of effect through attention, engagement, transference of meaning, memorability and desire to disseminate. In this world the creative is tasked with efficiency – getting more effect out of limited budget.
Planners sell, creatives multiply.