How not to plan: what matters most in 2025 - Les Binet and Sarah Carter

It's our annual tradition to bring Sarah Carter and Les Binet, authors of How Not To Plan, onto the podcast to discuss the hot topics of the year and what marketers need to know in 2025. We've broken this episode into 8 key discussion points, including why consistent advertising is so effective, why the era of purpose is over and another year of the advertising industry needing to remember they are not the customer.

00:00:00 - Intro
00:00:55 - Reflecting on the agency’s year
00:05:25 - Point 1: You are not the customer
00:19:51 - Point 2: Ignore Price at your peril
00:26:13 - Point 3: Consistency but not a lack of creativity
00:42:08 - Point 4: Never forget the eyeballs
00:50:48 - Point 5: Emotions aren’t just about making people cry
00:55:08 - Point 6: Is the era of purpose over?
01:00:38 - Point 7: Don’t just be in culture, stay in culture
01:03:48 - Point 8: Don’t forget the power of Out of Home