Matthew Butler is the Lead Digital Strategist for BBC Studios and works on campaigns for shows like BBC Earth and Top Gear, to help bring them to new and wide-reaching audiences. In this episode Matt gives us a look at what the role of planning involves, both from an in-house and an agency perspective, like how to bring a fresh approach to long-standing brands and the importance of research in order to see beyond your own perspective. Plus, the sweet spot between being a brand strategist with a background in digital, rather than holding them as two separate elements and why understanding & listening to the zeitgeist is key for brands trying to become relevant today. Find out more about BBC Earth at bbcearth.com and connect with Matt on LinkedIn.