Planners: too clever by half?

Over at Brand Republic, Tod Norman of Watson Phillips Norman argues that planners are often way too clever for their own good (and the good of creatives they work with and their clients), favouring the (theoretical) cleverness of workings out over useful and practical solutions...an approach that can leave people wondering "yes, but what's the point". Maybe a bit of an over exaggeration/generalising. But it contains a grain of truth. And the point is well made that good planners don't fall into this trap.

He also gives a rationale for this tendency to pontificate: the fact that the (self) worth of planners is found in their 'thinking'. And that, as this is (usually) intangible and subjective, planners can end up defending their ideas way too strongly, taking it as a personal slight or indication of failure if a strategy isn't bought, a brief not signed off or creative solution recommended which is off brief.

This is compared with creatives, who spend pretty much their whole career having work rejected in some way, shape or form. But, for them, this is a recognised part of the process, and they are continually encouraged not to base their value on the ideas they produce which are passed over.

Obviously, despite this too-ing and fro-ing, creatives do end up with a physical product which is 'theirs' (well, it's everyone's - but convention still roots ownership with the creative department, despite the collective effort). But maybe us planners have something to learn from this - we should hold our thinking more lightly…whether in terms of (co)ownership or in letting go and moving on when it is isn't 'right'.

Because there is never just one right answer, there are many. And the trick is finding what best captures everyone's imagination, so they are galvanised to action. So see your 'failures' positively, as part of a learning process. Because even great but 'off-brief' work was still inspired by you in the first place.

Not sure about Tod's point that planners should be 'uncreative' about creative work though.