From Creative to Planning
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A PLANNER FOR 90 DAYS.a copywriter for 13 years.
Saturday, July 3, 2010
WHAT I’VE LEARNED:
Saturday, July 3, 2010
THE CREATIVE DEPARTMENT.
business media
(from the creative dept. we have a limited view of a client’s overall business situation. and of the broader media landscape.)
Saturday, July 3, 2010
THE CREATIVE DEPARTMENT.
problems solutions
(creatives see things through the peephole of the creative brief.the world of possible solutions is broader than we know.)
Saturday, July 3, 2010
THE CREATIVE TEAM.
(it’s a great place to play, and obsess over our sandcastles.)Saturday, July 3, 2010
BRAND PLANNING.
(but here, we’re deciding if a sandbox is even the thing.)Saturday, July 3, 2010
FEWER BOUNDARIES.
Saturday, July 3, 2010
BRAND PLANNING IS AS CREATIVE AS CREATIVE.
Saturday, July 3, 2010
WHY? WHAT’S CHANGED?
Saturday, July 3, 2010
WE USED TO MAKEnow we make:
(agencies don’t just make artful things, now we make useful things.)
Saturday, July 3, 2010
DRAWINGSSENTENCES
JOKES
TOOLS“NARRATIVES”
JOKES
Saturday, July 3, 2010
DON’T WORRY.some things remain the same.
Saturday, July 3, 2010
STILL A HUGE CHASMbetween what creatives like and
what the world likes.
(this isn’t bad. it’s tension between fringe culture and mass culture. it makes adv. interesting.
Saturday, July 3, 2010
I’VE LEARNEDthere are planners who come from research
planners who come from mediaand “other.”
Saturday, July 3, 2010
I USE THE FORCE.
(translation: a combination of bullsh*t, and common sense.)
Saturday, July 3, 2010
“IF I OWNED THIS PLACE”i’d blah blah blah. and then i go do that.
i often say to myself,
(that’s much harder to do from the creative department.)
Saturday, July 3, 2010
RESEARCH I LIKE:harvard business reviewibm’s research department (IBV)specialist sources (i.e. inside facebook)case study anecdotesslideshares from other planners
i’ve found
Saturday, July 3, 2010
(that’s right. i am stealing your sh*t.)
(planning is a community. creative is not. i hope to offer thinking you can steal back.)
Saturday, July 3, 2010
RESEARCH I DON’T:mintelmedia-sourced/media-biasedcorrelational (i.e., everything)
Saturday, July 3, 2010
SOME THINGS I’VE NOTICED:
Saturday, July 3, 2010
MEETINGSas a creative
as a planner
per week
* Graphs represent a general feeling, and are only loosely based on any sort of “real” numbers. N = 1.
Saturday, July 3, 2010
MEETINGSas a creative
as a planner
stuff i have to bring
* Graphs represent a general feeling, and are only loosely based on any sort of “real” numbers. N = 1.
Saturday, July 3, 2010
(planners love infographs.)
Saturday, July 3, 2010
EVERYONE HAS OPINIONS.but more people nod when it comes from a “planner.”
Saturday, July 3, 2010
IT HELPS TO BE CURIOUS.you can’t teach that.
Saturday, July 3, 2010
IT HELPS TO BE WEIRD.but not too weird.
(i.e., have a unique outlook, but be presentable.)Saturday, July 3, 2010
I GOT A BOOST.griffin farley gave me his old notes, and a shot of confidence.
(metaphor)
Saturday, July 3, 2010
MY FIRST 90 DAYS:$400k in new billingsre-wrote our creative briefgot creative and media talking morecold-called our Atlanta office a lotbrokered peace b/t internal departments
Saturday, July 3, 2010
OFF THE CLOCK:recorded a CD of original musicwrote an award-winning short filmhad a million-dollar new business ideadrank too muchslept a lot better
Saturday, July 3, 2010
MY CAREERexpected trajectory
awesomeness
* Graphs represent a general feeling, and are only loosely based on any sort of “real” numbers. N = 1.
by month
Saturday, July 3, 2010
(that last slide was a joke.i don’t expect my career to tank. i just have no expectations.)
Saturday, July 3, 2010
I AM A DEPARTMENT OF ONE.so knowing other planners is good for me.
Saturday, July 3, 2010
BE COOL.stay in school.
david yeend, senior brand planner, 22squareddavid.yeend@22squared.com
Saturday, July 3, 2010
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