I work as a planner in an advertising agency and I created this lens because people often ask me what planning is. For me it´s the greatest job in the world. I define planning as making reality blury for the creatives and help them to think the unthinkable.
But that´s just my own personal point of view and there are dozens of others.Â
So this lens build to give you some hints about what planning could be. Let me know if it doesn´t work for you or you need more detailled information about anything on this lens.
What Planning is (at least points of views)
- What is Planning Essay
- There is no official defintion what planning actually is. As far as I know at least. So these two essays pubished by the APG in 1986 and revised in 2001 is probably a good base to start.
- Planning Guide by Stephen King
- I came across this planning guide at Russell Davies´ Blog. Its written by Stephen King supposingly one of the inventors of planning and published by JWT in 1974.
It´s a good look at the basic thinking of where planning came from. And sometimes a good read to weed out the unnecessary crap from todays planning talk.
Planning Associations
More or less official associations of planners around the world
- Account Planning Group UK
- The Account Planning Group. This is were ist all started. Members get access to all kinds of intersting papers.
- Account Planning Group Germany
- The Account Planning Group Germany. Well it´s an official Planning Association but unfortunately that´s pretty much it. Very little information about planning. But you can check out the members list and see who works where.
- The account planning group in Switzerland
- Yes there are planners in Switzerland. The Account Planning group in Switzerland has been established in 2003.
It´s not updated very often and it´s in german, but it´s an official planning association. - Account Planning Group Australia
- The Australian division of the apg. The site is updated frequently and provides some good information value.
Planning Sites, People and stuff
- Russell Davies Thoughts of a planner
- Russell worked for Wieden & Kennedy London and was the Global Consumer Planning Director for Nike. You can find all kinds of intersting thoughts on his blog.
- Adliterate
- Richard Huntington is Planning Director for United London and his posts are always worthwile reading.
- Gareth Kay - Brand New
- Gareth Kay is Planning Director for Moderinsta in Boston and writes interesting stuff.
- Planning Blog
- Carol from England blogs about Planning and other interesting stuff.
- Planning: above and beyond
- A very useful site put together by John Griffiths. Names, Books, definitions, Explanations and his personal point of view about planning.
- Fallon Planning Blog
- Fallon´s Planning Blog. Actually more of a Trend Blog, but the Fallon planners post their thoughts and thinking on this site.
- Account Planning school of the web
- This is a project by Russell Davies. He gives out assignments which you can relate to planning once a month. You just have to write your thoughts down until the 15th every month. It is fun and free for everybody. I do it and so should you!
- Squidoo: Account Planning School of the web
- This is where you can find the Squidoo lens of the account planning school of the web mentioned above.
Books about planning on Amazon
Truth, Lies and Advertising : The Art of Account Planning
This is probably the most useful book have read about planning
Amazon Price: $26.40 (as of 11/07/2009) 
How to Plan Advertising
Amazon Price: $50.78 (as of 11/07/2009)
How to catch the Big Idea: The Strategies of the Top-Creatives
AInterviews and quotes with the worlds top planners and creatives. Ralf also does workshops on creativity and planning. If you care about big ideas you should go and see him.
Amazon Price: $19.77 (as of 11/07/2009)
Reader Feedback
In case I am missing someting or just plain wrong let me know.
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by beta2713
I like brands and people and communication. I?ve always created my own advertising since I was a kid. But I ?m no good at drawing and didn?t know much...
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