Creativity inspires people. Creativity, if guided properly, also creates immense value for companies and brands.

This is where account planning comes in. When most people separate left and right brain thinking, account planning unifies these two into a single line of thought. In other words, account planning is the perfect mix between strategic and creative thinking. This is important because advertising isn’t art and because business can make money without being dull as dust.

My name is Leon. I work as a Planner at Jung von Matt, an advertising agency in Stockholm and The Planning Lab are my thoughts on advertising and branding, and everything that’s relevant to it. Sort of.