Okay. Last day of Planner-bashing, I promise.
I'm thinking of starting my talk by showing the Planners a few examples of bad propositions, while playing the music from John Carpenter's 'Halloween'. Not only will this be a fun way to start, I reckon, but also it's sometimes easier to see what to do, by looking at what not to do.
The biggest nightmare of a proposition I remember was one I was given many years ago, on the brief for the UK launch of scratchcards. It was: "The exciting way to win lots of money instantly." As you can see, this 'single-minded proposition' is really an embedded triple - exciting, wealthgiving, quick.
So... help me out... what's the worst proposition you've ever seen on a brief?
Oh, I've remembered another one - "the car for the individual". I shit you not, I've actually seen that. I guess the thinking was that 'not many people are buying this car, therefore the people who are buying it must be happy to stand out from the crowd, therefore they are individuals, therefore this is the car for the individual." The only slight flaw is that, last time I checked, we were all individuals...