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Planning needs to go back to basics if we're to rediscover exciting and challenging advertising

Planning needs to go back to basics if we’re to rediscover exciting and challenging advertising

By Paul Simons on March 30, 2012

I spend most of my time doing what ad folk would call planning, figuring out what are the core challenges and goals for a future campaign. Sometimes these are pretty heavy duty jobs – I’ve worked on an airline closure and relaunch for example – and they can also be lower level jobs for a [...]

Posted in Agencies, Clients, Creative, News, Research | Tagged bbh, bmp, cadbury-schweppes, distribution, due diligience, fuji, John Bartle, JWT, kodak, mad men, milk tray, more th>n, nielsen, Paul Simons, planning, professional photographers, red mountain, rifle shot answers, robert senior, sloppy thinking, the times

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