Currently, I’m involved with two different campaigns that have started more or less the same time. This means I can see two different approaches to the way a project is set up, how the creative brief is developed and presented, to the kind of territories (the sorts of things we want to talk about) that are discussed, to the business aims, to the degree of brand-work involved, and so on. It's really interesting stuff.
One key thing, for me at least, is a chance to see how planning in different ways works across the agency, not in some abstract fashion but in a real meeting-to-meeting, review-to-review sense. Which is especially good for figuring out my own approach to planning.
It’s early days yet, but as far as I can tell it’s certainly not a case of ‘write the brief and then that’s it.’ Of course, the planner gets stuck in in writing the brief. But it's also clear to me that they continue to play an active role in helping shape (tailor, refine, nudge) the creative process as it goes along. I don’t know any better - but I suspect that this is something particular to Wiedens.
(Thoughts courtesy of Planning Placement newbie James.)