The Grey Blog

Probably at most business-hungry agencies you end up with many more projects and potential projects than there are hours to spread around.

Amidst all the noise, getting the best work out on your project can often mean a shit-fight for hearts and minds. Like a mini brand battle to compete with all the other briefs within the company. You have to help people want to work on yours – a great brief (always nice), an interesting briefing, a constant drip-feed of new colour and snippets of information, stories, convincing product demos, some time in the pub, new approaches, tussles with the client for a bigger creative opportunity, a day out, the chance to talk to fans spilling enthusiasm… not being a dick, not being the client’s bitch, not overly interfering…

I think this sort of guardian-of-project-karma is a big part of a planner’s role within the agency. We should be trying to create an environment where good ideas can happen and where everyone’s motivated to produce their best work.