NORTHERN PLANNER

Someone was kind enough to ask my thoughts on what to say if you want your first planning job and, in the the interview, you’re asked about process, insights coming from anywhere and proprietary tools. I thought I’d share my answers (I’ve added some bits in since my initial reply).

"My view on templates is that if the agency has one, use it, it’s easier for you in the long run. Plus, models and templates have a place – they frame your thinking. Like the Disruption model my agency works with – thinking the conventions and how you might break is a useful place to start, but isn’t much good without insight into the audience, or knowing what the objective should be. The trick is to make sure you have a good idea, not just one that fits the box.

Try and still think about the usual stuff – brand, audience, market, culture, objective, and I mean think hard. Write things down, do manifestos, mind mapping, all that. When something good eventually comes, if it doesn’t fit your ‘model’ post rationalise it to hell to fit. If something is really good, it should be able to take everything you throw at it.

As for getting consumer insight, it’s true that ideas come at anytime. That said, you can’t beat going out amongst the people you’re targeting and hopefully talking to some of them in the context of your subject matter. Talk to footballers before a match, talk to women about make-up when they’re getting ready. Talk to gamers while they’re playing. If you haven’t got time, read what they read, watch what they watch. Look at some of their videos on Youtube. Read their blogs, Facebook groups etc.

When it comes to the interview, find out as much as you can about how the agency works, and tailor your ‘approach’ to that. Be yourself, but no one wants a loose cannon. People want someone who can both fit in and add to what they already have. Think about your planning heroes – how you might nick their best stuff and leave the bits you don’t like.

You simply can’t avoid rigour and process, but my view is that you should never do anything for the sake of it though, approach everything with the idea of learning something new, generating ideas.

It’s true that ideas come from anywhere, but they won’t unless you’ve done the work and banged your head against a brick wall first.

Hope this helps."