We had the best lecture this far with the planner Saher Sidhom. This lecture made me rediscover planning. I think it is very exiting and it is the role I always feel most useful in when doing projects. I’m so jealouse of the Bergh’s students who got to have him for ten weeks!!!
What I will bring with me from this lecture is, beside some interesting thoughts on what is the future of agencies, is a matrix that helps you decide if an idea is worth using or not. On one axis you have relevance for the target group and product you are advertising, and on the other axis you have innovation. If your idea fits in the corner where it is both relevant and innovative you are home!