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A PLANNER FOR 90 DAYS. a copywriter for 13 years. Saturday, July 3, 2010
33

From Creative to Planning

Oct 21, 2014

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This is a presentation I gave at VCU Brandcenter, June 10th 2010. I've added a few talking points to the slides. Enjoy. - DY
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Page 1: From Creative to Planning

A PLANNER FOR 90 DAYS.a copywriter for 13 years.

Saturday, July 3, 2010

Page 2: From Creative to Planning

WHAT I’VE LEARNED:

Saturday, July 3, 2010

Page 3: From Creative to Planning

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

Page 4: From Creative to Planning

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

Page 5: From Creative to Planning

THE CREATIVE TEAM.

(it’s a great place to play, and obsess over our sandcastles.)Saturday, July 3, 2010

Page 6: From Creative to Planning

BRAND PLANNING.

(but here, we’re deciding if a sandbox is even the thing.)Saturday, July 3, 2010

Page 7: From Creative to Planning

FEWER BOUNDARIES.

Saturday, July 3, 2010

Page 8: From Creative to Planning

BRAND PLANNING IS AS CREATIVE AS CREATIVE.

Saturday, July 3, 2010

Page 9: From Creative to Planning

WHY? WHAT’S CHANGED?

Saturday, July 3, 2010

Page 10: From Creative to Planning

WE USED TO MAKEnow we make:

(agencies don’t just make artful things, now we make useful things.)

Saturday, July 3, 2010

Page 11: From Creative to Planning

DRAWINGSSENTENCES

JOKES

TOOLS“NARRATIVES”

JOKES

Saturday, July 3, 2010

Page 12: From Creative to Planning

DON’T WORRY.some things remain the same.

Saturday, July 3, 2010

Page 13: From Creative to Planning

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

Page 14: From Creative to Planning

I’VE LEARNEDthere are planners who come from research

planners who come from mediaand “other.”

Saturday, July 3, 2010

Page 15: From Creative to Planning

I USE THE FORCE.

(translation: a combination of bullsh*t, and common sense.)

Saturday, July 3, 2010

Page 16: From Creative to Planning

“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

Page 17: From Creative to Planning

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

Page 18: From Creative to Planning

(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

Page 19: From Creative to Planning

RESEARCH I DON’T:mintelmedia-sourced/media-biasedcorrelational (i.e., everything)

Saturday, July 3, 2010

Page 20: From Creative to Planning

SOME THINGS I’VE NOTICED:

Saturday, July 3, 2010

Page 21: From Creative to Planning

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

Page 22: From Creative to Planning

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

Page 23: From Creative to Planning

(planners love infographs.)

Saturday, July 3, 2010

Page 24: From Creative to Planning

EVERYONE HAS OPINIONS.but more people nod when it comes from a “planner.”

Saturday, July 3, 2010

Page 25: From Creative to Planning

IT HELPS TO BE CURIOUS.you can’t teach that.

Saturday, July 3, 2010

Page 26: From Creative to Planning

IT HELPS TO BE WEIRD.but not too weird.

(i.e., have a unique outlook, but be presentable.)Saturday, July 3, 2010

Page 27: From Creative to Planning

I GOT A BOOST.griffin farley gave me his old notes, and a shot of confidence.

(metaphor)

Saturday, July 3, 2010

Page 28: From Creative to Planning

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

Page 29: From Creative to Planning

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

Page 30: From Creative to Planning

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

Page 31: From Creative to Planning

(that last slide was a joke.i don’t expect my career to tank. i just have no expectations.)

Saturday, July 3, 2010

Page 32: From Creative to Planning

I AM A DEPARTMENT OF ONE.so knowing other planners is good for me.

Saturday, July 3, 2010

Page 33: From Creative to Planning

BE COOL.stay in school.

david yeend, senior brand planner, [email protected]

Saturday, July 3, 2010