My top tips for being  a great planner 

Vanella Jackson
Chief Executive
Hall & Partners Europe

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I have been a planner for twenty years and whilst my own opinion at planning is clearer in my head I am not sure it is even clear to those around me, namely clients and account people. Planning to me is very simple. It is about being useful.

As a planner I judged my own success by whether in my heart I knew I had made a difference to a decision, and most importantly to a piece of advertising, I know which ads I genuinely influenced and that makes me feel good
I have recently made a move into research and to my surprise I find myself involved in the development of more advertising than when I worked in an agency. This is simply because in research you work with more agencies on more advertising for more clients.

It has however made me think back over my career as a planner and reflect on what it is that makes the difference between a great planner and an average one. The following I offer up as a point of view to consider or reject. So here are my ten for being a tip top planner.

LISTEN. Listen to your clients, listen to your account ream, listen to your creative team. No one listens enough and yet all the answers and opportunities are there if you listen. Advertising people are notoriously bad at listening to clients and really hearing what they have to say. Creative people are not always just being defensive when telling you why they don’t accept the clients view.
BE BRAVE. Tell people what you really think what your heart tells you is true. Don’t be swayed by the intellectual arguments because they sound good, when you know they are deep down they are flawed.
ALWAYS BE GREAT. Never hear yourself say ‘that will do’. Average work always starts somewhere make everything you do be the best it can be.
RELAX. Be comfortable with uncertainty and imprecision. Half formed ideas are the bread and butter of creativity. Don’t try to understand or grasp the whole too early, familiarity when working with creative people – make sure there is space around ideas.
BE DIFFERENT. Always try things you haven’t done before. New ideas and insight are more likely to come when you are experimenting something new. Look for insights in unexpected places
BE A TEAM PLAYER. Recognise that developing creative ideas is a team process. It is not just down to the planner and the creative team. Involve people. Seen lots of opinions as this will help fed your imagination and increase the chances of success.
HONESTY. Tell your creative team the truth. Tell them it straight make sure they hear it from you not anyone else. Tell them as soon as you walk back to the agency. If they are not there leave a note and go back later.
FAMILIAR FACE. Get to know your creative team. Don’t only turn up for meetings. Pop in and see how they are doing. Take them something you have thought about that could be useful.
BE VISUAL. We live in a world that is over loaded with information. Make your mantra to be picture can say 1000 words. Use images, videos and pictures to express feelings and emotions. After all, as planners you work in the creative industry.
MAKE IT FUN. We all learn through experience and being involved. Find ways to involve your account team, your client and your creative team. Work should be fun. The best work comes more easily when it is.

All of this may seem obvious, but sometimes can seem hard to do. I hope it is useful summary. The final though I will leave you is that your researcher can be an invaluable ally, providing you with insights and new perspectives. My final tip would be always befriend your researcher!