Thot bubbled #60

so i was talking to someone about a job in 'planning' and he took a little time out to tell me that people in the industry are far more hecked up than they ought to be about 'planning' - maybe it's all the insecurity of being in a 'job function' that is so very hard to easily justify.

oddly enough, as far as i have learnt and experienced, 'planning' is all about breaking down the silos that exist between the different functionalities in the marketing communications process and help come up with the most optimum solution.

all of which brings me quite nicely to my thot for the day: how many of us think 'planners' are just servicing people/doers with more time on their hands to think and little heart to, in a manner of speaking, get their hands 'dirty'?

if you ask the heavyweight i was talking to, he'd say, 'planning' is not 'planning'. he'd say 'planning' is 'creative'. 'planning' is 'servicing'. 'planning' is 'media planning'. 'planning' is 'administration'. 'planning' is 'everything', including 'servicing'.

"all that is very fine, just, please don't ask me to chase up on any artwork because i have no time for that kind of a menial task. but yes, if you're planning a shoot in sa or new zealand or the bahamas or someplace else exciting and exotic, better keep me in the loop."

it's true. i once worked with a very senior guy who wanted all the 'goodies' servicing had access too, minus any of the 'pain'. for him, 'planning' was, quite simply, 'no-shit' servicing. interesting. thots?