From Creative to Planning

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

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

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

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

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

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

FEWER BOUNDARIES. Saturday, July 3, 2010

BRAND PLANNING IS AS CREATIVE AS CREATIVE. Saturday, July 3, 2010

WHY? WHAT’S CHANGED? Saturday, July 3, 2010

WE USED TO MAKE now we make: (agencies don’t just make artful things, now we make useful things.) Saturday, July 3, 2010

DRAWINGS TOOLS SENTENCES “NARRATIVES” JOKES JOKES Saturday, July 3, 2010

DON’T WORRY. some things remain the same. Saturday, July 3, 2010

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. Saturday, July 3, 2010

I’VE LEARNED there are planners who come from research planners who come from media and “other.” Saturday, July 3, 2010

I USE THE FORCE. (translation: a combination of bullsh*t, and common sense.) Saturday, July 3, 2010

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.) Saturday, July 3, 2010

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 Saturday, July 3, 2010

(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

RESEARCH I DON’T: mintel media-sourced/media-biased correlational (i.e., everything) Saturday, July 3, 2010

SOME THINGS I’VE NOTICED: Saturday, July 3, 2010

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. Saturday, July 3, 2010

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. Saturday, July 3, 2010

(planners love infographs.) Saturday, July 3, 2010

EVERYONE HAS OPINIONS. but more people nod when it comes from a “planner.” Saturday, July 3, 2010

IT HELPS TO BE CURIOUS. you can’t teach that. Saturday, July 3, 2010

IT HELPS TO BE WEIRD. but not too weird. (i.e., have a unique outlook, but be presentable.) Saturday, July 3, 2010

I GOT A BOOST. grifﬁn farley gave me his old notes, and a shot of conﬁdence. (metaphor) Saturday, July 3, 2010

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 Saturday, July 3, 2010

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 Saturday, July 3, 2010

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. Saturday, July 3, 2010

(that last slide was a joke. i don’t expect my career to tank. i just have no expectations.) Saturday, July 3, 2010

I AM A DEPARTMENT OF ONE. so knowing other planners is good for me. Saturday, July 3, 2010

BE COOL. stay in school. david yeend, senior brand planner, 22squared david.yeend@22squared.com Saturday, July 3, 2010

From Creative to Planning

by David Yeend

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