An ad school in Australia asked me if I'd do a Skype interview with some of their wannabe planners. I said no, because those things never work, but said - send me your questions and I'll film a video you can show. My friend Graham kindly agreed to film it and Giles volunteered to ask the questions. Big thanks to them. (Giles is very quiet so I've added some LOLcaptions so you know what the questions were.) I thought I'd stick it here because I get asked this stuff quite a lot and these answers aren't bad. It's 20 minutes of me pontificating, so, you know, don't watch it unless you want to slag me off for being a serial self-promoter, having terrible craft skills and being a bad example for planners everywhere. I attempt to answer these questions: 00:00 What is a planner and what does planning mean? 01:31 What are the most important skills for a planner to have? 02:47 What's the single most important thing a planner needs to get right when developing a strategy? 04:00 Is research... - Adriano Gasparri