Charles Wigley

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.