Here's a really rather remarkable summary of a workshop exploring ways of producing better work through closer collaboration on planners and creative.
Sorry I missed it now, but I have to think that the write up by friend/Ketchum colleague James Kelly is probably better and certainly briefer than the actual session.
What do you think?
Research had been conducted, qual for the creatives, quant for the planners. The fascinating takeaway was that the planners wanted an ongoing relationship; a marriage built on communication and back-and-forth dialogue. In stark and somewhat surprising contrast, the creatives wanted nothing more than a great (and brief) insight and to be left to work their magic.