--- title: "Meaning & Key Takeaway of: There was a new trend for agencies to…" description: "\"“There was a new trend for agencies to hire and parade before their clients “strategic planners,” an ideal originally imported from the UK; but these w..." image: "https://sms4smile.com/quotes/i/51b/michael-farmer-22896_management_there-was-a-new-trend-for-agencies-to-hi_1919322.jpg" --- # There was a new trend for agencies to hire and parade… ![“There was a new trend for agencies to hire and parade before their clients “strategic planners,” an ideal originally imported from the UK; but these were not strategists in the same way that management consultants were strategists. Instead, agency strategic planners were experts in customer…” quote by Michael Farmer](https://sms4smile.com/quotes/i/51b/michael-farmer-22896_management_there-was-a-new-trend-for-agencies-to-hi_1919322.jpg) [Download](https://sms4smile.com/quotes/i/51b/michael-farmer-22896_management_there-was-a-new-trend-for-agencies-to-hi_1919322.jpg) [Open image](https://sms4smile.com/quotes/i/51b/michael-farmer-22896_management_there-was-a-new-trend-for-agencies-to-hi_1919322.jpg) > ““There was a new trend for agencies to hire and parade before their clients “strategic planners,” an ideal originally imported from the UK; but these were not strategists in the same way that management consultants were strategists. Instead, agency strategic planners were experts in customer segmentation and behavior, excellent at designing market research and reading the results of market research reports. The planners were called, in some quarters, “the conscience of the consumer” – they upheld long-term brand values on behalf of consumers and helped to resist any attempts by the creative department to go “off brand” in the pursuit of cute ideas that would dilute “brand values.” In short, the strategic planners were consumer experts, brand developers and brand policemen. They were an important innovation, but they hardly signaled new strategic directions for ad agencies, and their efforts did not have the slightest impact on their clients’ concerns about achieving improved shareholder value. Ironically,”” [Michael Farmer](https://sms4smile.com/quotes/author/michael-farmer/) ## About This Quote This interpretation was drafted with AI assistance. It is one reading of the quote, not the author's own explanation. Strategic planners act as consumer advocates, but their influence on brand direction and shareholder value is limited. **In simple terms:** Planners protect brand values but rarely drive growth. Key Takeaway Recognize planner role and limits. Themes marketing brand management consumer insight Mood critical thoughtful Type analytical observational When to use this quote - ad agency meetings - brand audits - client presentations Key Concepts strategic planning brand policing Questions to Reflect On - How can agencies balance brand integrity with creative risk? - What metrics show planner impact on value? A Different Perspective Their focus on brand consistency may stifle innovation. ★ ★ ★ ★ ★ No ratings yet [Agency Strategic](https://sms4smile.com/quotes/about/agency-strategic-2937747/) [Brand Pursuit](https://sms4smile.com/quotes/about/brand-pursuit-2937748/) [Clients Strategic](https://sms4smile.com/quotes/about/clients-strategic-2937749/) [Customer](https://sms4smile.com/quotes/about/customer/) [Management](https://sms4smile.com/quotes/about/management/) [Market research](https://sms4smile.com/quotes/about/market-research/) [Marketing](https://sms4smile.com/quotes/about/marketing/) [Planners Consumer](https://sms4smile.com/quotes/about/planners-consumer-2937746/) [Strategic Planners](https://sms4smile.com/quotes/about/strategic-planners-2937745/) [Strategy](https://sms4smile.com/quotes/about/strategy/) ## Related quotes > [“Ironically, the increase in numbers of the strategic planners had the effect of releasing the client service people from any previous responsibilities they had…](https://sms4smile.com/quotes/michael-farmer/ironically-the-increase-in-numbers-of-the-strategic-planners-had-the/) [Michael Farmer](https://sms4smile.com/quotes/author/michael-farmer/) > [I love market research because you really have an idea of what your consumers are looking for.](https://sms4smile.com/quotes/aerin-lauder/i-love-market-research-because-you-really-have-an-idea-of-what-your/) [Aerin Lauder](https://sms4smile.com/quotes/author/aerin-lauder/) > [“Some people say, "Give the customers what they want." 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