The WARC Podcast Revisiting '100 things a planner should know'
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Oct 2, 2025 Charles Wigley, a seasoned planning and strategy expert, shares insights from his career and his influential work, '100 Things a Planner Should Know'. He emphasizes the importance of defining problems before seeking solutions. The conversation explores his work on the James Squire beer campaign and highlights the value of ethnographic research in understanding audiences. Wigley also discusses cultural nuances from his time in Asia, the need for brands to stand for something, and the significance of creativity in evolving advertising landscapes.
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James Squire: A Story-Led Launch
- Charles described launching James Squire beer using the convict-brewer origin story across packaging and ads.
- The brand became a leading craft beer in Australia despite the agency getting paid only a fee.
Nail The Problem First
- Spend most of your time defining the problem before proposing solutions.
- Present multiple solution options and involve the team so they buy into a chosen direction.
Levi's Japan: Problem Revealed By Ethnography
- While relaunching Levi's 501 for Japanese women, planners discovered women didn't believe Levi's made products for them.
- The solution was to recut and communicate product fit, which drove store visits and award-winning creative.
