What does a planner do anyway?

If people working in the media and marketing industry have one thing in common, it’s the fact that their families have almost no idea what they do.

Which is why I love the insight behind this call for entries video from Account Planning Group chairman Jeremy Nicholas’s mum.  

As a nice additional touch, the link to this ad was sent out in an email from “Jeremy’s Mum”:

Hello Tim,

It’s Sue Nicholas here again, Jeremy’s mother. Hope you got the letter I sent. Thought just to be safe, that I’d follow it up with an email as well – just in case!

Anyway, I just had Jeremy over on the weekend who (after he finished telling me all about his new promotion at BMF) told me a bit more about these APG awards. But it also turns out that I’m not the only mother who has had trouble understanding all this planning and strategy malarkey. Some of the nice people at Host went and spoke to some other mothers too and made a little video about it. They gave me a link to it. Hope this works. APG Video.

So, after chatting to Jeremy now I know a few more things about what they’re doing with this year’s exciting APG awards. I thought it best that I share what I’ve learned with you so that you can share things with people you might know.

Ok, so as I understand it, APG are now opening up their award categories to include ‘communications and media strategists’. So entries will be judged based on either ‘brand’ or ‘channel’ categories with awards for ‘Campaigns for Established Service Brands, Campaigns for Established Product Brands, Campaigns for New Brands or Advertisers and Campaigns for Public Service and Charity’.

There are some other special prizes too! There are prizes for things like best insight, best approach to research, best use of data, best creative brief and briefing, best non-advertising idea and best under 50k budget. And best mum. (That last one might be a little hopeful!). Entries close Monday 27 September 2010.

Well I think that’s everything I need to tell you. Again, thank you for your time.

If you’d like to know any more about these awards, just go that website of theirs which is at


Kind regards,


Wishing you all the best with your award entry,

from Jeremy’s mum.

Tim Burrowes


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