Planners need to make sure their work is being valued. It’s a worry from Angela Morris, chair of judging at the APG Planning Idol, that planners are hiding behind their humility.
“We need to make sure the value that we bring isn’t taken for granted,” she told B&T. “I think planning brings an enormous amount to the table and I think we need to make sure that agencies and clients recognise that value.
“I think we’re quite a humble group instinctively and perhaps we need to be a little bit more proud of what we bring to the table, and make sure that people do understand that and that they value it.
“You see that value that planners are wanted in all sorts of different agencies, and yet in terms of the industry conversation, planning is quite a quiet conversation. I think we should be proud of what we do and make sure that we don’t hide behind our humility.”
Morris further point out the planning industry’s media voice is rather quiet. “I don’t think you read enormous column inches about planners or by planners. And I don’t know why.”
Morris’s comments come two days before the winner of the APG Planning Idol is announced where up and coming planners are given a brief and judged on how well their plan a strategy around a particular client.
Some 54 entries were judged this year, with entrants from all sectors and agencies.
“I think it does reflect the fact that planning is actually appreciated and valued and alive and kicking from different types of agencies and not just the timeless, traditional big network agencies,” she said.
The continuing media fragmentation means planning, like everything else, is becoming more and more complex. However Morris said many millennials coming into the arena have grown up in this world and know the ins and outs.
“It really shouldn’t be too much of a stretch for them to bring that understanding of how people consume media and how comms works, because that’s something that is, I guess, natural to them,” she said.
However, she does note good planners are adaptable anyway, regardless of age and experience.
“I don’t think that they [millennials] have an advantage, but I guess for them it’s not that they have to learn new skills, just part of all of the set of skills they need to learn as they come through the industry.”
The SingularityU Australia Executive Program will take place this may, celebrating leadership at the intersection of the values of humanity and the value of technology. The Elon Musks, Apples and Xeros of the world are taking risks for humanity and creating new technologies that streamline and beautify business operations. They simplify life by providing basic […]
Brisbane media professional and former OMD Australia Account Director Taylor Fielding (pictured) has officially launched TFM Digital. TFM Digital is a specialist media agency based in Newstead which primarily provides media buying services, and strategy development, to businesses chiefly, but not exclusively, within the franchise sector. Prior to the launch of TFM Digital, Fielding spent […]
Judging by the hangovers in the B&T office today you can count yourself damn lucky we even managed this photo thingy.
Launch marketing specialists Five by Five Global have been appointed by FutureFeed to develop their brand, international certification trademark and go to market strategy. The innovative livestock feed ingredient developed by CSIRO, Meat and Livestock Australian and James Cook University uses a specific genus of seaweed, Asparagopsis, which significantly reduces methane emissions in ruminant livestock. […]
Andrew Knowles, partner and co-founder of the corporate communications consultancy Shoebridge Knowles Media Group (SKMG), has won the PR category in the 2021 B&T 30 Under 30 Awards. Knowles received the award at a ceremony in Sydney last night, claiming victory in a highly competitive field that included leading executives from some of Australia’s biggest […]
The AFL is delighted to welcome Therabody as its Official Recovery Partner of the 2021 Toyota AFL Premiership Season. Therabody’s industry-leading devices and research will be integrated into pre-match training and post-match recovery routines to help prevent injuries and help improve overall athletic performance. Therabody will also become the naming partner for the end-of-season AFL […]