Back to BP advices to planners

Ann Hand, Senior Vice-President, Marketing and Offers, British Petroleum, apresentou-se no primeiro dia, na sessão plenária, com o tema "Facing out the window: a client's view". Já foi citada neste blog com uma das suas recomendações aos planejadores: "Don't constantly remind your client of everything that is wrong with the category - build energy, don't deplete it."

Just for the record, seguem abaixo as outras recomendações do chart que ela intitulou "My advice to the planning community":

• "Always start with the client's higher story - don't get too deep too fast even if we try to drag you there."

• "Be more curious about my business/agenda so you can give new, lasting insight and not repeat what is known."

• "Be the glue amongst the blurring lines of the overlapping advertising and media firms - play a bigger role and make my life easier."

• "Create genuine, lasting relationships with your client - better work will come from it, and trust allows for swiftest decisions".