In the beginning there was (account) planning and it was loved. Clients and agencies looked to planners to find simple human truths that could inspire more effective advertising.
But as planning grew it lost some of its magic. More planners created more processes™ to try and differentiate themselves. And soon, planning was littered with proprietary jargon and awash in appropriated geometry.
Today planning is too often overly complicated and underwhelming. Planning has become as much a part of the process as the solution to the process it was created to be. Complication and pretense have diluted much of its true power to inspire and explain.
uncommon sense is based on the idea that high-level strategic planning doesn’t have to sound complicated to be good. Our goal is to simplify the process, dispense with the diagrams and deliver solutions that work. Something simple, yet increasingly uncommon these days.