Neil Slotterback's presentation "Planning for Planning" at 4A's Strategy Festival 2013. Neil is from BSSP. More info at http://www.4asstrategyfestival.com/.

1. Planning for
Planning
Neil Slotterback
October 29, 2013

4. 13,133
Source: IBISWorld

5. 13,132

6. 13,127

7. 13,140

8. Q: Is the most creative person you know in advertising?
65%
35%
YES
Source: 4A’s
NO

10. account planner

11. brand planner

12. brand strategist

13. cultural anthropologist

14. cognitive anthropologist

15. Strategy

16. Strategy
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17. Strategy
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18. Strategy
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19. Strategy
&
http://eastcoastkto.tumblr.com/

20. Strategy
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21. Strategy
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22. Strategy
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23. Strategy
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24. Strategy
&
?

25. We struggle to gain respect
from clients and colleagues
because they no longer know what to make of us.

28. We’ve become victims
of our own creative pursuits.

29. Planning for Planning

30. 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.

31. 1|
Focus
on the fundamentals

32. 2|
K n o w
w h a t
you’re
good at
and brand
yourself
accordingly

33. 3|
Plan for
passion
projects

34. 4|
Be instigators
of collaboration

35. 5|
Build
the future
together

37. Mystery creates wonder and wonder is the basis of man's desire to understand.

38. Thank you
@nslotterback