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

James McKinven

Jon Evans

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