4a's inspire presentation: planning for planning
DESCRIPTION
Clients don't want to pay for it, account people often substitute for it and creatives don't always appreciate it. If strategy is to be an understood and appreciated discipline within agencies and brands, something needs to change. And it begins with us. How do we as strategists restore value in what it is we do?TRANSCRIPT
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Planning for Planning
Neil Slotterback October 29, 2013
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13,133
Source: IBISWorld
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Source: 4A’s
YES NO
65%
35%
Q: Is the most creative person you know in advertising?
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account planner
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brand planner
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brand strategist
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cultural anthropologist
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cognitive anthropologist
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Strategy
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Strategy &
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Strategy &
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Strategy &
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Strategy &
http://eastcoastkto.tumblr.com/
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Strategy &
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Strategy &
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Strategy &
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Strategy &
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Strategy &?
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We struggle to gain respect from clients and colleagues because they no longer know what to make of us.
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We’ve become victims of our own creative pursuits.
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Planning for Planning
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Planning for planning is the proactive positioning of strategists within agencies and brands so that unique skills can be acknowledged, incorporated into the creative process and shared with others.
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1| Focuson the fundamentals
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K n o w w h a t you’re good at and brand y o u r s e l f accordingly
2|
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Plan for pass ion projects
3|
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Be instigators of collaboration
4|
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5| Build the futuretogether
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Mystery creates wonder and wonder is the basis of man's desire to understand.
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Thank you
@nslotterback