Planners Don't Grow on Trees
Planners...........They don't grow on trees
As the agency market picks up globally, it is easy to see that
most agencies across all media channels are seeing a real increased
need for strong mid weight and senior planners right up to Director
level.
Why is this the case?
During the downturn at the end of 08 and 09 one of the main
areas to be affected was planning. Due to 60 % of agencies not
charging for planning it was easy to see why in troubled times
planners along with creatives were the first on the board room
chopping board (rightly or wrongly?).
The agency model is changing slowly and with the emergence of
new disciplines (namely digital, social media, shopper and WOM
marketing) and also more agencies seeing the need for planning
specialists, we have started to see a huge uplift in agency
requirements for freelance and permanent planners.
Lastly, planning and more recently insight is become a much
greater client requirement and agencies are seeing huge margins on
this work (up to 100%) therefore agencies, as any business would,
are staffing up in this area.
So how do we tackle the issue of unearthing more planners? As we
all know they don't grow on trees.
