Better Brand Planning - Sarah Carter, Global Planning Partner adam&eve\TBWA (English)

In this episode, I sit down with Sarah Carter, legendary planner
and co-author of 'How Not To Plan', to tackle a truth too often
ignored in marketing: most people simply don't care about our
brands. We explore why accepting consumer indifference is
liberating—and how it can transform both creative strategy and
campaign effectiveness. Sarah shares her journey from rural Norfolk
to global brand leadership, revealing the power of simplicity,
consistency, and humor in building lasting demand. We dig into the
dangers of industry jargon, the underestimated value of
entertaining ads, and why words like 'performance marketing' can
mislead entire organizations. If you've ever wondered why great
ideas get lost in complexity, or how to build campaigns people
remember decades later, this conversation is for you. Join us for a
candid, insightful look at what truly makes brands matter.