By nasty, he didn't mean that they committed acts of unspeakable cruelty to puppies or beat the living daylights out of old ladies for kicks. He meant that really good planners should be appropriately surly and uncompromising when the need arises, especially in fighting for better advertising. In other words, nasty planners get in the way when the work is not right.
This is because the planner's ultimate job is to ensure that the work works. This may seem obvious to you, but it's not necessarily getting through to planner-kind judging from the comments on a post I recently wrote for my website. A remarkable number of planners seemed utterly appalled that I had dared to tarnish them with the primary responsibility for effectiveness.
Indeed, I genuinely think many planners now feel that their job is, to use a ghastly phrase beloved of the headhunting community, "the third member of the creative team". They believe that they exist in order to contribute to the creative quality of the work and not its efficacy. At the same time, a number of our media agency partners are feeling that creative agencies have planners simply to justify their recommendations to sceptical clients, and that we have become little more than "proof poodles".The moment we lose sight of our basic role to ensure effectiveness is the moment we concede that planners have no separate and defined role within the agency, and we will all descend into a homogeneous mush of creative generalism. If that's the case, then fine, but let's abandon the idea of planning and hire more creatives.
Don't think this is about creating clear blue water between planners and creative teams; it is as much about keeping a professional distance between planning and account handling. In particular, ensuring the agency's own self-interest and the day-to-day harmony of the client relationship don't get in the way of the work delivering a result either.
After all, an effectiveness culture is not one in which the agency makes the work, crosses its collective fingers and if all goes well, wins an IPA award. An effectiveness culture is one in which the planning discipline is obsessed with making work successful and actively intervenes at every stage of the process to ensure it is, whether this is palatable or not.
In my experience, standing up for the right work, especially towards the end of the process, when everyone else just wants to get the thing out there, takes a bit of backbone ... and the right kind of nasty streak.
- Russell Davies is away.