For the love of planning
18th March 2019
Following his transition from CEO of PR agency One Green Bean to DDB Sydney, Carl Ratcliff explains why he chose to return to the planning department.
As long as I’ve been a planner – and it’s been a while – there’s a nasty little rumour that planners don’t make great CEOs.
Around eight years ago, I thought I’d poke that legend and see if it was true by offering myself into the role of MD, then CEO across Melbourne and Sydney agency-land.
Without wishing to sound trite, my world changed overnight as I shifted from a strategy role to an agency lead role. I quickly realised that while an entire agency team might be accountable, it’s the leader who’s culpable. Always. You share the glory, naturally, but you take on every complaint, concern and whine. Everyone’s problems become your own. And that’s ok, you reason, because you want to do the right thing and air grievances, move forward and get on with the task of doing good by your people, and making great work.