Thursday, January 14, 2010

Everybody loves a planner


Clients love planners
Except when agencies charge for their time.

Clients love planners
Except when they are too passionate about their ideas.

Creatives love planners
Except when they suggest that their ideas are off-strategy.

Creatives love planners
Except when they become another layer of approval.

Creatives love planners
Except when they start using jargon.

Servicing loves planners
Except when they are feeling low about their own jobs.

Servicing loves planners
Except when they act like creative divas.

Servicing loves planners
Except when the spotlight moves away from them.

Servicing loves planners
Except when they get promoted ahead of them.

Top management loves planners
Except when times are bad.

Top management loves planners
Except when its time to promote them to general management.

Everyone loves a planner
Except when they act obnoxious & know-it-all.



(Written as an anonymous article for Brand Equity)

9 comments:

Saloni said...

If you leave the optimistic title aside the words LOVE and EXCEPT have been used equal number of times! :D

Says a lot about the see-saw that is our life. :)

Suman Srivastava said...

@Saloni: :) Did you join planning wanting an easy life?

Inkslinger said...

LOL!!! Well said! and true, atleast from the creative side! Esp. The last one! :D

saad said...

that reminds me of one of our key clients at ERSCG asking me and Bhaskar 'what do you guys actually do' and after a 30 minute lunch and a coffee, he dint have any clue about us except that we do something that he never read about in his MBA.

PS: Love is nice name for an agency

sanjeevkotnala said...

No doubt- it comes from heart and there is no rocket science why they are Loved to be hated.

Suman Srivastava said...

Thanks all for your comments.

Yes, Sanjeev it came from the heart!

Saad, sounds like what David Ogilvy said about account management. I usually say that planning decides the "what" of advertising while creative does the "how".

Gerry: do I detect a personal comment here. Not to me, but ...

david said...

love to see this discussion! It’s great to see you all working through the issues and also, it’s great to see recommendations for testing. In the end, it’s what your actual users do and prefer that should be your biggest driver in making these decisions.


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