Why ad planners are undervalued

Planners have never done enough to define what value addition they offer

It’s actually a vicious circle of sorts. On their part, the advertising fraternity and clients alike don’t know what to expect from us, while we on our part as planners have never done enough to clearly define “who we are” and “what’s the value addition” we bring to the table.

* Unclear role: If servicing is the custodian of the category and brand, creative for providing exemplary creative output, then as planners, we are the custodians of the consumer. We are their inside men, their representatives in advertising and marketing. Creative is like Brahma the creator, servicing is like Vishnu the