I've decided that Account Planners are like cats. Speaking generally they are intelligent, independent and occasionally neurotic. Some would add that they are also rarely seen during the day. This is because they are at research groups, or briefing creatives in a stimulating, off-site location like London Zoo.
When it comes to running a planning department, I have become acutely aware just how like cats planners are.
Let's be more specific.
The pedigree breeds.
Sometimes you'll have the pure breed planners who come to you having done nothing except account planning. These come with the distinct advantage of being trained already. The disadvantage is that, like the Siamese cat, they can be very vocal. They will tell you (repeatedly) that they know the best way of approaching a brief/what makes a great creative idea/the ideal stimulus for your research group. If you hire a pure breed, check with their previous owner to make sure they will fit in with your agency's way of doing things. An unhappy pure breed planner that doesn't fit in often ends up causing havoc, upsetting fellow planning cats as well as its new owners.
Not all pure breeds are difficult. Burmese cats are often described as 'bricks wrapped in velvet'. These types make very dependable planners. With strong, well-grounded views and experience, they use their deceptively soft exterior to gently persuade clients to agree with them. Increasingly popular, you may find this breed difficult to acquire.
The alley cats.
It's definitely worth considering offering a home to one of these. They have the advantage of having lived in the real world (often in factories, shops or pubs) which makes them resourceful. They'll also bring a different perspective to your planning department and agency. Some owners make the mistake of thinking their alley cat will be grateful for a few scraps (the odd brief here and there). This is not the case. Alley cat planners don't necessarily expect to be cosseted, but they do want their fair share of the food. Take time to train them, ask a little more of them than they might expect, reward them accordingly and they'll give any pedigree planner a run for their money. If you don't, they'll quickly look for food elsewhere.
The kitten.
These are really tempting to own. Open eyed and full of wonder, they're just adorable. However, think long and hard before taking one on. They demand a lot of your time, care and attention. They are not always easy to train, and can be willful. You also have to accept that litter-training can take some time - the occasional accident will happen and you will have to be on hand to mop up after them. The big advantage of the kitten planner is that, with care and attention, you can train him or her to become a magnificent beast. The big disadvantage is that they will eventually, and inevitably, leave home. Try to keep in touch with their new owner. You never know when they may have a pedigree, alley cat or kitten up for sale.
Running your cat colony.
Caroline Deput
