Albert Einstein said “If I had an hour to solve a problem and my life depended on the solution, I would spend fifty five minutes defining the problem and five minutes working on the solution.
For once I had properly defined the problem I could easily solve it in less than five minutes.”
This is how I’ve always seen the proper role of planners.
Defining the problem.
Otherwise why don’t creatives take briefs directly from clients?
They can solve problems, of course they can.
The difficulty for creatives is in defining the problem to be solved.
Edward de Bono said “When the only tool you have is a hammer, every problem looks like a nail.”
That’s often how it is with creatives.
The answer is an expensive, beautiful, stylish, D&AD award-winning ad, now what’s the question?
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