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

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

2. WHAT I’VE LEARNED:
Saturday, July 3, 2010

3. business media
THE CREATIVE DEPARTMENT.
(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

4. problems solutions
THE CREATIVE DEPARTMENT.
(creatives see things through the peephole of the creative brief.
the world of possible solutions is broader than we know.)
Saturday, July 3, 2010

5. THE CREATIVE TEAM.
(it’s a great place to play, and obsess over our sandcastles.)
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6. BRAND PLANNING.
(but here, we’re deciding if a sandbox is even the thing.)
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7. FEWER BOUNDARIES.
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8. BRAND PLANNING IS AS
CREATIVE AS CREATIVE.
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9. WHY? WHAT’S CHANGED?
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10. WE USED TO MAKE
now we make:
(agencies don’t just make artful things, now we make useful things.)
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11. DRAWINGS TOOLS
SENTENCES “NARRATIVES”
JOKES JOKES
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12. DON’T WORRY.
some things remain the same.
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13. STILL A HUGE CHASM
between 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.
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14. I’VE LEARNED
there are planners who come from research
planners who come from media
and “other.”
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15. I USE THE FORCE.
(translation: a combination of bullsh*t, and common sense.)
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16. i often say to myself,
“IF I OWNED THIS PLACE”
i’d blah blah blah. and then i go do that.
(that’s much harder to do from the creative department.)
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17. i’ve found
RESEARCH I LIKE:
harvard business review
ibm’s research department (IBV)
specialist sources (i.e. inside facebook)
case study anecdotes
slideshares from other planners
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18. (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.)
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19. RESEARCH I DON’T:
mintel
media-sourced/media-biased
correlational (i.e., everything)
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20. SOME THINGS I’VE NOTICED:
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21. MEETINGS
as 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.
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22. MEETINGS
as 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.
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23. (planners love infographs.)
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24. EVERYONE HAS OPINIONS.
but more people nod when it comes from a “planner.”
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25. IT HELPS TO BE CURIOUS.
you can’t teach that.
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26. IT HELPS TO BE WEIRD.
but not too weird.
(i.e., have a unique outlook, but be presentable.)
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27. I GOT A BOOST.
griffin farley gave me his old notes, and a shot of confidence.
(metaphor)
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28. MY FIRST 90 DAYS:
$400k in new billings
re-wrote our creative brief
got creative and media talking more
cold-called our Atlanta office a lot
brokered peace b/t internal departments
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29. OFF THE CLOCK:
recorded a CD of original music
wrote an award-winning short film
had a million-dollar new business idea
drank too much
slept a lot better
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30. MY CAREER
expected trajectory
awesomeness
by month
* Graphs represent a general feeling, and are only loosely based on any sort of “real” numbers. N = 1.
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31. (that last slide was a joke.
i don’t expect my career to tank. i just have no expectations.)
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32. I AM A DEPARTMENT OF ONE.
so knowing other planners is good for me.
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33. BE COOL.
stay in school.
david yeend, senior brand planner, 22squared
david.yeend@22squared.com
Saturday, July 3, 2010