Richard Huntington says they should. He calls it "Continuity Planning".

I was going to leave this alone, but sadly I find I can't.

Here's 3 reasons why it's soooooooo wrong.

1) Currently in suite: Editor, Director, Creatives, Agency Producer, Production Company Producer; sometimes Creative Director, Production Company Executive Producer, Agency Production Assistant... yes a Planner might have a useful comment but you've got to draw the line somewhere. We wouldn't want to run out of sushi in there.

2) Do you want Creatives poring over TGI data? No. Account Handlers writing TV scripts? No. So do you want Planners in the Edit Suite? No. And this isn't 'demarcation', it's just common sense - have people do what they're best at. (I've railed against the evils of creative generalism before; this is a similar point).

3) If Planners are going to spend say 5% of their time assisting in the edit suite, then an agency with 20 Planners now needs 21. That costs money. And I'm all about the Benjamins, baby.

Richard Huntington
A good guy (I've met him, he's cool) but has he gone too far this time?

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