It’s a great irony in many agencies that the better you become at your job, the less you actually do it. I might sound crazy but it’s true that many account directors are drowning in paper and ‘strategy’ rather than getting their hands dirty. I doubt they actually want it to be this way, but there you go. Such is life.

But does it really have to be that way? No, I don’t think so. It’s exceptionally important that as you rise through the ranks that you remain in touch with the media, new developments and trends – otherwise surely your much hyped strategy is just bollocks? How you can recommend to a client that they undertake a campaign if you don’t know what’s happening in the marketplace, how it will resonate with the media and more importantly the best way to reach the media? The answer is, you can’t.

I pity the fool who tries to tell me that I can’t get involved in media outreach. I’d batter them. I like the banter that comes with the job. Talking to people is important to me and my job satisfaction. So yes, paper and planning is an important part of my role, but so is ensuring I know what’s going on in the media and the marketplace my clients operate in.