Better Brand Planning - Sarah Carter, Global Planning Partner

Shownotes

Why embracing consumer indifference unlocks marketing brilliance. A masterclass in brand planning.
In this episode, I sit down with Sarah Carter, legendary planner and co-author of 'How Not To Plan', to tackle a truth too often ignored in marketing: most people simply don't care about our brands. We explore why accepting consumer indifference is liberating—and how it can transform both creative strategy and campaign effectiveness. Sarah shares her journey from rural Norfolk to global brand leadership, revealing the power of simplicity, consistency, and humor in building lasting demand.

We dig into the dangers of industry jargon, the underestimated value of entertaining ads, and why words like 'performance marketing' can mislead entire organizations. If you've ever wondered why great ideas get lost in complexity, or how to build campaigns people remember decades later, this conversation is for you. Join us for a candid, insightful look at what truly makes brands matter.

How Not to Plan: 66 Ways to Screw It Up (apg.org.uk/publications-hownottoplan)

Adam & Eve TBWA (adamandevenyc.com/about-us)

BMP (Boase Massimi Pollitt)

en.wikipedia.org/wiki/BoaseMassimiPollitt (en.wikipedia.org/wiki/Boase_Massimi_Pollitt)

IPA Effectiveness Awards

ipa.co.uk/effworks/ipa-effectiveness-awards

Les Binet

linkedin.com/in/lesbinet

John Webster

[en.wikipedia.org/wiki/JohnWebster(advertising_…)] (en.wikipedia.org/wiki/John_Webster_(advertisin…)])

The Guardian 'Points of View' Advert (youtube.com/watch?v=Gw78EcCAjdM)

youtube.com/watch?v=2wUbuwy4-rU