It starts with an insight

On very rare occasions, just three times in my career so far, I get to sit in a different chair and experience what it’s like to be an agency client.

Those few moments have had a big impact on how I understand advertising, and the respect I have for planners, whether from a media or creative background.  

For those who don’t work in the industry, it’s sometimes easy to forget how mysterious the process of creating advertising is.

Until you go into a briefing, with a marketing problem, and absolutely no picture in your head on what the advertising solution is, you fail to realise that insights don’t come to everybody.