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Tom Theys/Publicis: Why the best strategists are copywriters (and vice versa)
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Planners & copywriters
Where we come from
The role of a planner =
Making information useful
Which means
Which can be
Strategic ideas vs creative ideas
Strategic ideas vs creative ideas
Working with planners
What planners think of creatives
What planners want from creatives
What creatives think of planners
What creatives want from planners
conclusion
CAN PLANNERS BE CREATIVE?
Making information useful
Most briefs are clichés
But no cliché is unplayable
And together, you’ll find a way
And together, you’ll find a way
And together, you’ll find a way
So…
If you are a future copywriter
But don’t worry
thanks
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