NORTHERN PLANNER

There are only two questions. Is it on brief? Is it any good?

So make sure there actually was a bloody brief and everyone knows what it was

The first job of a planner type is to feedback if its on brief, how and why

The second is to help discuss how it can be pulled back onto brief – or if the work shows the way to a better strategy

So start with a mindset of what could be, not what is, especially with regards to a brief that's only the start, not the final word

If its any good or not is everyone else's problem

Always try and speak last, because your first response will be wrong, we all resist new stuff, give yourself time to think

Don't be taken in by sparkling Mac work or a great line. Is there as idea that can be expressed in a sentence?

Be kind, 99% if creative work ends up in the bin

But don't accept creative types acting like children

Don't accept suits saying 'it will never work' to the 'the client won't buy it'. Get the best work then work out how to sell it

In fact don't work our how to sell it, if it's really doing to fulfil client objectives it should sell itself

Don't give false hope. If a route needs to die, kill it

If route needs to be saved, save it

Keep it fun, these should be the most fun meetings you have, otherwise why are you in this business?

Never ever give feedback before you're ready, once you speak, you're ego will demand you stick to your guns

Which also means, change your mind, during the meeting or after. It's not weak, it takes courage to admit you were wrong

Don't have them too late when the work it too far down the line, or too early when nothing is formed. Reviews are like Goldilocks

Try and have informal chats before, try and build the kind relationship where this is possible (making coffee helps)

Review as often as you can- think marginal gains not of massive leaps forward. If Pixar benefits from daily crit sessions so will you

Did I say speak last? People can't wait to speak, let them deliver bad news instead of you

Did I say make sure everyone knows the brief? Without a shared criteria to evaluate the work, it all becomes opinion

Listen more than speak, listen fucking hard. It's hard to listen while you preach

This isn't about you winning, its about the best work coming out, then everyone wins