To have a great idea, have a lot of them- Thomas Edison
Earning your stripes in the agency world can be a daunting experience. Billed as truth seekers and problem solvers, planners are held up as the strategic heartbeat of project adland. In the plannersphere, the junior planner, over and above functional and robotic duties (research, information gathering etc) - may find it difficult to add value in the strategic sense, given a lack of experience and authority.
However juniors are potentially a weapon of considerable value. Free from the blinkering shackles of routine, habit and process, they should be the incorrigibly questioning devils advocate, the breath of fresh air that queries the norm, providing the platform for pioneering and visionary new practice and ideas in the agency.
However such logical theorem proposed within the comfortable confines of a blog, is harder to replicate in practice within the very real day-to-day agency grind. With hope i refer to Edison's councel as quoted above. It was his mantra, that truly great ideas were the product of hundreds.
As such, the junior planner should be a mechanical 'why?' machine, churning out 'why?s' like rounds from a Tommy Gun, hoovering up learnings from the 'obvious' and pouncing on crumbs of opportunity when the 'whys' can not be answered.
This blog will be a homage to the 'why?', and a cartartic outlet for real-world observations about account planning, the behaviour of brands, and agency life in London.
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