1. Planning
DreamTeam
Strategic
Planning
Intro
Although
there
isn’t
a
recipe
for
success
in
the
Ad
land,
there
is
a
specific
skillset
we
require
for
the
strategic
department.
The
skills
needed
go
across
the
main
blocks
of
a
full-‐service
interac?ve
digital
agency;
account
management,
crea?vity,
design,
produc?on
and
research
in
the
core.
In
my
opinion
the
whole
adver?sing
thing
is
about
people.
Agencies
are
full
of
people,
and
if
you
think
about
it
even
brands
try
to
act
like
people.
However,
we
are
emo?onal
beings.
We
aren’t
really
ra?onal
when
it
comes
to
make
decisions.
Probably
that’s
the
reason
why
adver?sing
constantly
defines
itself.
2. HERE’S
THE
PLANNING
TALENT
TO
WIN
A
GRAND
PRIX
AT
LEAST.
3. ARCHETYPESINPLANNING
Junior
Strategist
THE
WONDERKID:
The
Fool,
The
Climber
Most
recent
addi?on
to
the
team,
the
Wonderkid
represents
a
new
genera?on
Y,
the
unorthodox
approach
and
the
passionate
ques?on
maker.
The
kid
has
an
hybrid
background
gaining
1-‐2
years
of
experience,
ideally
in
between
client
side,
account
management
and
research.
Driven
by
crea?ve
craV
and
roman?cism
the
kid
projects
an
idealis?c
new
frame
of
strategic
planning.
4. ARCHETYPESINPLANNING
Digital
Strategist
THE
SATELLITE:
The
Valet
Represents
the
interpreta?on
of
large
amounts
of
data,
the
implementa?on
of
digital
poli?cs
and
the
democra?za?on
of
coding.
Driven
by
figures,
the
Satellite
Is
a
mid-‐level
data
analyst
with
broad
knowledge
in
coding
and
research
methodologies.
Naturally
interested
in
social
networks
the
satellite
transmits
the
people’s
voice.
5. ARCHETYPESINPLANNING
Lead
UX
THE
CHOREOGRAPHER:
The
Ar;st
Tradi?onally
defined
as
a
Visual
Designer,
the
Choreographer
personifies
the
design
of
emo?ons
and
experiences
and
the
desired
engagement
with
the
consumer.
Driven
by
strategic
insights
the
Choreographer
has
a
deep
heritage
in
crea?vity
and
graphic
design.
The
Choreographer’s
apprecia?on
for
both
visual
and
emo?onal
detail
along
his
passion
for
story-‐telling
make
him
an
excellent
client-‐face
individual.
6. ARCHETYPESINPLANNING
Senior
Strategist
THE
ROCKET
SCIENTIST:
The
Inventor,
The
Architect
Represents
the
ability
of
building
amazing
things,
the
achievement
of
free
publicity
and
buzz.
Personifies
business
efficiency.
With
recognized
interna?onal
experience
across
all
channels
and
a
wide
range
of
markets,
the
Rocket
Scien?st’s
background
in
technologic
and
in
innova?on
makes
him
an
inspiring
asset
for
both
crea?ve
and
produc?on
teams.
7. ARCHETYPESINPLANNING
Planning
Director
THE
ALCHEMIST:
The
Mentor,
The
Lighthouse
The
Alchemist
stands
for
collabora?on
with
the
client,
the
day-‐to-‐day
leadership
and
the
management
of
resources
as
well
as
the
talent.
The
Alchemist
is
a
natural
leader
with
proved
value
across
winning-‐award
work
around
the
globe.
Formed
in
research,
account
management
and
cultural
studies
or
similar,
the
Alchemist
gathers
the
knowledge
of
the
whole
planning
team,
he
is
a
person
of
ac?on
and
a
recognized
partner
for
clients.
8. ARCHETYPESINPLANNING
Head
of
Planning,
Global
Strategy
Officer
THE
PROPHET:
The
Soul,
The
Oracle
Personifies
the
culture-‐brand
connec?on,
the
spiritual
and
poli?cal
leadership
and
wisdom
through
high
standard
strategic
/crea?ve
work.
The
Prophet
is
a
renamed
individual
in
the
hall
of
fame
of
crea?vity
and
adver?sing.
With
papers
published,
jury
memberships
and
uncountable
workshops
in
Universi?es
and
Associa?ons,
he
gathers
experience
in
mul?ple
award-‐winning
campaigns
across
the
best
agencies
in
the
world.
He
awakes
fascina?on
and
blind
faith
among
his
team
members
.
10. ARCHETYPESINPLANNING
Strategy
and
Planning
department.
THE
CONTEXT:
Within
the
current
markets
and
social
implosion
the
walls
in
agencies
are
now
windows.
The
planning
department
has
to
be
seen
as
a
complex
and
flexible
chain
of
lineal
and
bold
skills
with
a
gap
for
intui?on
and
serendipity.
Hybrids
and
specialized
individuals
are
wanted.
New
blood
to
change
evil
paradigms
and
ul?mately
re-‐shape
how
strategic
planning
evolves
along
culture
ad
economy.
