Pete Brown, Senior Planning Director at Just Marketing International (JMI), gives us an insight into a typical day in his office and identifies the qualities needed for his role. JMI, part of the CSM group, are a single-source marketing solution, that are able to leverage their expertise and industry connections to bring motorsport marketing programs to life.
1. What does a Senior Planning Director actually do?
I lead the department that facilitates the generation of ideas and strategic marketing campaigns that create exciting motorsport sponsorships for client and new business programmes. By using data and other insights we ensure that any ideas help our clients achieve their business objectives.
2. Can you lead us through a timeline of a typical day in the office?
Thankfully there is no such thing as a typical day for me. I’m lucky as I get to work across all our accounts and spend around 75% of my time with the new business teams across EMEA and Asia Pac. This means I move between developing activation ideas for any type of business and brand from around the world with hugely varied and evolving business objectives. There is a lively mix of project kick-off meetings, brainstorms and building proposals, all fuelled by lots of coffee.
3. How do you become a Senior Planning Director?
There is no one type of Planner, some can be slightly more analytical and others more right-brain and creative. My background is sponsorship sales and I’ve always loved pushing the boundaries and coming up with new, and hopefully interesting, ideas - some hit the mark every now and then! As with any role, there’s no set route into Planning, but being an opportunist, open-minded and able to really articulate the issue you’re trying to solve are key attributes.
4. What are the qualities needed to be a Senior Planning Director and what have you learned since being in the role (challenges/opportunities)?
Data rules! We live in an increasingly data-driven society and this, along with key insights, must fuel the creative process. Although strategic, it’s inherently a creative role so plenty of positive energy is key to getting the best out of yourself and those whose ideas you want to use and develop.
5. Can you tell us about a project/task within your planning career that you have particularly enjoyed?
I’ve worked with some fantastic brands including AEGON, Barclays, Johnnie Walker, UBS and VISA. Helping navigate Bose, Hisense and Epson into Formula 1 was very exciting. The one other project that stands out was being integral to the team that brought the Martini stripes back to Formula 1. They are title partner of the Williams F1 Team and it was such a perfect partnership for two iconic brands. I grew up in Oxfordshire, not far from the Williams factory so it was special to be part of this landmark moment for my “home” team.
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