Richard Huntington, Director of Strategy for Saatchi & Saatchi in the UK, is looking for planners to stretch during difficult times on an account.
Whenever I come across thinking that simply doesn’t excite me but where there are extenuating circumstances for why the strategy is as it is, I always ask the planner for their skunk strategy. A skunk strategy is that alternative bit of thinking that they really wanted to land. Who knows, with a following wind we might be able to create some new energy around it and even if this isn’t possible it is a reassuring sign of professional pride and personal standards.
The fact is, it is so easy to become discouraged in this business. There are countless factors conspiring to ruin the work at every turn. All of which means ad peeps must constantly strive to be incredibly resilient and resourceful.