My friend Nina wrote this post (in Swedish) about planning and the role of the planner. It’s a relevant discussion. Actually, it’s relevant to discuss every role of an agency in the light of the current changes in the media landscape.
There are several possible ways to model an agency, but to make it simple let’s just say that the project manager comes first in the process, then the planner and then the creative team (Cw and AD). To continue on our simple model of a small agency, let’s say that the project manager has the contact with the client (a bit different at bigger agencies), drives the project and makes things happen. The planner is in charge of strategy and the creative team of concept development and execution.
Current Model
Project Manager
Planner (Research and strategy)
Copywriter & Art Director (Concept Development & Execution)
Now, the problem is that advanced strategy is in increasing demand. Why? Well – the Romans won their wars through superior strategy. That’s what they needed when technology, technique and strength became commonplace. In the advertising world we’ve reached that point. The age where you can win through exceptional execution is gone. The one exception is digital, where you can still have a slight technological advantage for a short period of time, but really, superior strategy will prevail here as well.
So where does that leave us? I think more pressure is put today on the planners and creative teams to play together. I think more pressure is put on the planner to be, not just understand, creative. I think the creatives need to be, not just understand, planners. Sure, there will still be planners without graphic talent (though planners still need a gifted tongue and a sharp pencil) and there will still be well needed graphic magicians and maybe a few writers without strategic understanding, but I think the winners in the advertising agency marketplace will be those agencies who leave the concept development to the strategic geniuses. Execution will perhaps to some extent be left to designers and writers.
New Model?
Project Manager
Communications Strategist (Concept Developer and director of research)
Technical Director (For technical projects, i.e. ambient and digital)
Writer, Designer, Director, Programmer, Architect (Execution)
A few weeks back I had the opportunity to meet for talks with several top executives at well regarded agencies like TBWA\Chiat\Day and Saatchi&Saatchi at their offices in New York. They, like many other agencies, have realized the need for a new model but struggle with the transition. They understood perfectly what my philosophy was, what my skills were and what my day to day work consisted of, but still had great difficulty placing a title on me. Most regarded me as a planner until they saw my work, then an Art Director, then a Copywriter, then back to planner. To say the least, they were confused.
One agency that has grasped this is Naked Communications. Everyone there bears the title Communications Strategist (incidentally the same title that my business card is sporting). Watch them in the coming year, and I think you’ll see some very interesting stuff. Another agency that didn’t even bother asking about titles was Anomaly. One of the world’s most interesting agencies.
I realize this post might spark some controversy, so please comment and discuss. All opinions are welcome.
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