Anyone who has had anything to do with naming – and I mean anything – ever, could tell you that iSnack2.0 is a terrible name. Awful. Abysmal. A professional would never have let that out of their head let alone out the door and onto the client’s desk. But the short-lived name for Vegemite’s brand extension last year is a great example of what happens when you outsource creativity to amateurs.

The answer, surely, depends on the planner.

There are designers and creative directors out there who view them with suspicion; who fear being constrained by reams of research and who resent what they see as their meddling. By the same token there are those that appear too frightened to think about a brief unless it has been through the planning department. Neither extreme is healthy.