The Planners win pitches on judgement: which work to chase, what will land in the room, where the money actually sits. That judgement lived in two senior heads, and everyone else waited for them.
We are writing it down, grounded in the agency's own archive of past submissions rather than in generic best practice, so the same thinking is available to whoever picks up the brief. Public standards only fill the gaps the archive leaves.
Workshops, a playbook, and a guide to writing the next one, so the set grows without us. The clock started when the document pack arrived rather than at signature, which is the honest way to run this kind of work.
