1. First, the people who market products and create ads are not necessarily representative of the people at whom those products and ads are aimed. Moreover, the consumer doesn't always take out what the advertiser is trying to put across. Planners are there to keep in touch with consumers.
2. Then, every agency needs a disciplined system for devising advertising strategy and producing creative work that will be effective in the market place. The planner uses market and research data to guide this process.
3. Finally, from a creative point of view, there is a suspicion that research, which plays back the consumer’s innate conservatism, will stifle anything unconventional. The planner's role in this situation is to bring skilful and sensitive interpretation of research and to spot openings for development.
2. Then, every agency needs a disciplined system for devising advertising strategy and producing creative work that will be effective in the market place. The planner uses market and research data to guide this process.
3. Finally, from a creative point of view, there is a suspicion that research, which plays back the consumer’s innate conservatism, will stifle anything unconventional. The planner's role in this situation is to bring skilful and sensitive interpretation of research and to spot openings for development.