MEET THE BOARD : Penny Norman
Who are you? Tell us a little bit about yourself.
Hello, I’m Penny Norman, Planning Director, Pound & Grain. Pound & Grain was founded with a belief that great digital needs two things; big strategic thinking (the pound) and pixel perfect execution (the grain). I joined the team as their lead planner three years ago and love how strategically we get to help brands with such diverse challenges from creating digital products and redefining brands through to SEO and nurture email strategies.
I am located in Vancouver and I joined the APG board as I saw a need to make strategy more accessible to all those working in communications, from brands to agencies. I believe a wider knowledge of great strategy can only make our industry more relevant and helpful to audiences.
What advice do you have for people wanting to become a Planner
Start writing down your ideas. As an Account Manager I would sit in meetings and write down ideas of how I would solve a brief or business problem. To start with these were never shared but very often the strategist would end up in the same place. This gave me the confidence to start sharing my ideas, which got me writing decks and the rest is history.
For those not in the industry, start writing your ideas in a blog, it will help solidify your thinking and when you meet with people it will give you something to chat about and share later – “I have been thinking about this trend and would love your thoughts on it…” is a great opening conversation!