How not to plan

Follow these 10 important rules and your campaign will certainly fail.

1) Everyone has time to talk, nobody has time to listen

2) We talk about 'target audiences', not people

3) Research just supports your point, doesn't make new points

4) You mention the word purchase funnel

5) You have information, not insights

6) You use the word rational when talking about purchase reasons

7) Only creatives have ideas

8) The client is always right

9) The client is never right

10) The 'brand' is owned by the other agency

And, here's the bonus rule:

11) Incremental improvements are good