Ramsey Naja is chief creative officer at JWT MEA
“I have a love-hate relationship with planners. That is to say I love a few of them and hate all the others. You may argue that this is normal, coming from a creative person, and that it arguably works both ways. To hell with that – it’s beside the point.
The planners I love are like Indian scouts in the old US Cavalry: able to take in a whole load of seemingly disjointed information from their environment and use it to detect danger and identify the exact path to follow. And, like those US scouts, they are a rare breed, which means that many of us end up being stuck with that other brand of planners: the one I will call Basicallist
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