I'm quite lucky in that I work alongside some pretty special planning brains and some super-experienced grizzly and wise ones. As part of our training, those brains have been running a series of talks about various things. I have quite a few bits and pieces I want to get written down, but I'll start with Nick Kendall's first talk. It was about the style of BBH planning through the ages but these are the two points that stuck with me the most:
Firstly, John Bartle's tripartite principles of planning: Integrity, generosity, simplicity. The thing that struck me most is how relevant they still are today. Integrity, in there being no second class accounts. Apparently, he used to give the little spenders as much time as the bit international clients. Generosity, as in not hiding our thinking, by sharing we make it better. Simplicity, as in bloody obvious.
Unsurprisingly he also talked about effectiveness and accountability, which is the cornerstone of what we do. We discussed new ways of thinking and measuring ROI, ways that are more long-term and involve more stakeholders, for example, attracting the best staff. It's interesting that in their BrandIndex survey YouGov ask a question which is something like 'which of the following brands would you be proud to work for' and also 'embarrassed to work for'.