- J-P Sartre once observed: "I write to discover what I think." At a time when Excel and PowerPoint are the normal modes of communication, and where few in advertising write more than a couple of fully formed sentences from one month to the next, a blog provides a welcome opportunity to write to a decent length. It is a wonderful value exchange. The blogger gets to refine his thoughts by writing them in longhand. The audience gains a little enlightenment along with an opportunity to refute/nit-pick. Nor, to anyone who writes regularly, is it all that time-consuming to write a few hundred words of tolerably grammatical prose each day. - Rory Sutherland.
I suspect that the more prolific bloggers in the plannersphere do spend a rather disproportionate amount of time blogging, which could arguably be spent on "real" work for clients. But I find blogging a perfectly acceptable way of refining one's thoughts and trying out ideas before they get used on a client's business. If you were a client, you would want the guys looking after your brand to be interesting and have a point of view on the way the world works. A blog is a sort of client retention mechanism. Actually, I think it should be part of a planner's job spec TO write a blog - show your clients that they have hired the right sort of agency. - Mark Hancock