Martin Weigel

I'm the head of planning at Wieden+Kennedy, Amsterdam

What matters to me:

Great work above all
Clients with ambition
Collaboration and respect
The absence of silos
The primacy of rigour over process
The necessity of chaos and failure
Well-defined problems and objectives as creativity’s fuel
Bringing creatives into the planning process
Bringing planning into the creative process
The enduring power of magic and storytelling
Pursuing social ideas, not social media plans
Not believing the hype and rhetoric
Finding inspiration from outside the small world of advertising
Dismantling received wisdom
Bringing an understanding of the mechanics of markets and buyer behaviour into communication development
And winning