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From Creative to Planning

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

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

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  • 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.) Saturday, July 3, 2010
  • 6. BRAND PLANNING. (but here, we’re deciding if a sandbox is even the thing.) Saturday, July 3, 2010
  • 7. FEWER BOUNDARIES. Saturday, July 3, 2010
  • 8. BRAND PLANNING IS AS CREATIVE AS CREATIVE. Saturday, July 3, 2010
  • 9. WHY? WHAT’S CHANGED? Saturday, July 3, 2010
  • 10. WE USED TO MAKE now we make: (agencies don’t just make artful things, now we make useful things.) Saturday, July 3, 2010
  • 11. DRAWINGS TOOLS SENTENCES “NARRATIVES” JOKES JOKES Saturday, July 3, 2010
  • 12. DON’T WORRY. some things remain the same. Saturday, July 3, 2010
  • 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. Saturday, July 3, 2010
  • 14. I’VE LEARNED there are planners who come from research planners who come from media and “other.” Saturday, July 3, 2010
  • 15. I USE THE FORCE. (translation: a combination of bullsh*t, and common sense.) Saturday, July 3, 2010
  • 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.) Saturday, July 3, 2010
  • 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 Saturday, July 3, 2010
  • 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.) Saturday, July 3, 2010
  • 19. RESEARCH I DON’T: mintel media-sourced/media-biased correlational (i.e., everything) Saturday, July 3, 2010
  • 20. SOME THINGS I’VE NOTICED: Saturday, July 3, 2010
  • 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. Saturday, July 3, 2010
  • 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. Saturday, July 3, 2010
  • 23. (planners love infographs.) Saturday, July 3, 2010
  • 24. EVERYONE HAS OPINIONS. but more people nod when it comes from a “planner.” Saturday, July 3, 2010
  • 25. IT HELPS TO BE CURIOUS. you can’t teach that. Saturday, July 3, 2010
  • 26. IT HELPS TO BE WEIRD. but not too weird. (i.e., have a unique outlook, but be presentable.) Saturday, July 3, 2010
  • 27. I GOT A BOOST. griffin farley gave me his old notes, and a shot of confidence. (metaphor) Saturday, July 3, 2010
  • 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 Saturday, July 3, 2010
  • 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 Saturday, July 3, 2010
  • 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. Saturday, July 3, 2010
  • 31. (that last slide was a joke. i don’t expect my career to tank. i just have no expectations.) Saturday, July 3, 2010
  • 32. I AM A DEPARTMENT OF ONE. so knowing other planners is good for me. Saturday, July 3, 2010
  • 33. BE COOL. stay in school. david yeend, senior brand planner, 22squared david.yeend@22squared.com Saturday, July 3, 2010