The Planner / Creative relationship: how does it work for you?
8th May 12
Authors: Fran Hazeldine, Strategy Director and Pelle Sjoenell, Executive Creative Director at BBH LA
In a couple of weeks time we’ll be speaking at the annual Planningness conference, which is coming to LA for the first time this year.
We were originally asked to talk about how we work as a planner / creative duo at BBH LA. But rather than share a single, narrow perspective, we thought it might be interesting to take a broader look at the planner / creative relationship today.
What do planners and creatives really value in one another? How can they best work together in a modern agency setup? Do similar or opposite styles attract? Does gender, nationality or experience make a difference? Has digital changed the relationship? Is it still a two-way dynamic or are planning and creative duties shared between more diverse teams?
We’re hoping to answer some of these questions by asking planners and creatives from a variety of agency backgrounds to fill out a short survey. If you work in either role at any level, we’d love to get your input. Results will be shared here on the Labs blog and in our Planningness talk on May 18th.
The aim is to gather some honest, practical learning about the planner / creative relationship, how it is changing and what we can do to improve it. Next up, the new business / finance relationship…
You can find the results of the survey and our follow up post here.