These last few weeks I’ve been finished the final final touches
to a two projects that I will hopefully be able to present to clients soon.
Fingers crossed!

One aspect of the role has snagged my attention recently. Planning seems to operate at the cutting
edge of a lot of things: tech, media, digital trends and so on. As I’ve
mentioned before, this immersion in the new, in the up-and-coming, comes with a
risk of losing sight of what really matters – relevance. 

But my
experiences so far have told me that adverts are about sculpting basic human
feelings; a large part of planning is about making sure those feelings are
exactly the right for the brand.

So: part of the job pushes planners out
into the world-to-come, with all its attendant strange ideas and weird
innovations. But at the same time one is forced to remain grounded and
attentive to what people actually feel about things. Not silicon valley. Just
people.

Which gives the job a nice dynamic – trading in newness/novelty and basic-everyone-gets-it-human-ness at the same time.