The Week: Best of the blogs - Production and planning

I've long believed that a planner's job must continue right up to the playout of an ad - not just working on the client's business, but working on the ad itself.

For me, a planner needs to hold on to the project while it is in production and post-production, right up until the clock number is allocated. I've never been convinced about planners attending shoots, (but) if we believe the body language of communication is as important as the message, planners cannot absent themselves from this stage as the work takes shape. While there is rarely a place for a planner on the set, there sure as hell is in the edit suite and sound studio. - Richard Huntington,

Planners: should never be in the pre-prod, on the shoot or in the edit suite. They should be making sure evaluation measures are put in place, getting on with planning their other accounts, or any number of other things that they're paid to do. Whatever value you may add as an individual during the production process has nothing to do with planning. What on earth can strategic insight add to talks about angle of shot or edit? You may have an eye for a shot, you may have directorial ambitions, but that ain't planning. - Phil Teer

If only Richard Flintham and Juan Cabral or John Webster had taken a planner along to the shoot and into the edits, they'd have made some decent ads. Never mind, at least in future we creatives won't fuck it up thanks to you guys. - A mere creative.


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