This fort­night...

The Brand Reporter - - EDITORIAL | CONTENTS - Ash­wini Gan­gal ash­wini.gan­

If cre­ative folks are mod­ern day Mad Men and Mad Women, what are mod­ern day strate­gic plan­ners? As the UK-born func­tion turns 50 glob­ally, we train the mi­cro­scope on this mys­te­ri­ous, of­ten mis­un­der­stood, breed of ad­ver­tis­ing pro­fes­sion­als, to find out what it means to be an ac­count plan­ner in the dig­i­tal era – one starkly dif­fer­ent from the sim­pler times that pre­vailed when the dis­ci­pline was born and de­vel­oped.

I spoke to many ex­pe­ri­enced plan­ners to bet­ter un­der­stand what the world looks like from their van­tage point. The ma­te­rial I gath­ered is enough to run a 10-day mini se­ries on our web­site, but alas, I could only man­age to re­tain a frac­tion of each one’s opin­ion. To bal­ance things out, I also spoke to sev­eral se­nior brand mar­ket­ing ex­ec­u­tives to find out what it is they ex­pect from their agency plan­ners – (I clar­i­fied that I wasn’t re­fer­ring to me­dia plan­ners and buy­ers) – and what the pain points in the client-plan­ner re­la­tion­ship are.

There’s a chat­ter about the rein­ven­tion of plan­ners. What might that vague state­ment mean? That’s what our cover story this is­sue tries to spell out. For one, it means strate­gists who tagged them­selves as ‘TVC plan­ners’ will need to hit re­fresh and em­brace dig­i­tal as the new space where their ob­jects of in­ter­est – con­sumers of brands – dwell.

There’s also talk about the ocean of con­sumer in­sights, par­tic­u­larly about the In­dian mid­dle class, that movie mak­ers, co­me­di­ans, au­thors, blog­gers and in­de­pen­dent cre­ative pro­fes­sion­als are now in­ter­ested in un­earthing. Now, they’re all ob­serv­ing hu­man be­hav­iour and pack­ag­ing it for the sake of en­ter­tain­ment. But isn’t it a mat­ter of time be­fore mar­keters tap into the works of these par­al­lel in­sight min­ers and use their find­ings – re­search sounds a bit stilted, I ad­mit! – to sell their wares? Some of the plan­ners I spoke to scoffed at the idea, oth­ers said they’re happy to col­lab­o­rate.

Newspapers in English

Newspapers from India

© PressReader. All rights reserved.