Planner Reads

Before I begin, I want to be transparent in that I previously worked on Coors Light. I also worked with Pat Edson on a couple of projects. I’m very happy to see how successful both he and the Coors Light brand team have been with this work. With that, here we go…

I’m sharing this video for a few reasons. First, it’s because there are some great thoughts here as they pertain to insights and ideas. A lot of this ties to the thoughts I shared as a part of Leon’s wonderful Advice for the Next-Generation Planner series. Especially the importance of insights.

If I had to pick between insights, inspiration and ideas for an area for planners to focus on right now, it’s without a doubt, insights. As the media and marketing landscapes continue to shift, proliferate and increase in complexity, we must have stronger and deeper insights into human behaviors.

As for great ideas, everyone in this industry needs to be able to identify and believe in them. You don’t have to be able to come up with great ideas. You just have to be able to spot them, support them, and hopefully, make them ...