I was recently asked to talk about this idea to a bunch of young planners at the Cannes Planning Academy and I thought it time to revisit the approach. Because I now suspect that whether you prioritise being interesting or right depends on the kind of value that you want to add.
And value is important because, quite frankly, no one needs planners. Perfectly good and effective advertising is created without planners and before planners emerged from the primeval swamp of JWT and BMP in the late 60s. You only have to look at CDP’s reassuringly expensive strategy for Stella Artois or the legendary work by DDB for Avis and VW to see brilliant and brilliantly effective plannerless work.
If planners aren’t needed, if you can get the job done without us then it becomes essential as a planner that you are adding value to an agency and to the clients business every single day.
Read the rest of the article : http://www.adliterate.com/2014/06/interesting-verus-right-revisited/