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From Creative to Planning
From Creative to Planning
From Creative to Planning
From Creative to Planning
From Creative to Planning
From Creative to Planning
From Creative to Planning
From Creative to Planning
From Creative to Planning
From Creative to Planning
From Creative to Planning
From Creative to Planning
From Creative to Planning
From Creative to Planning
From Creative to Planning
From Creative to Planning
From Creative to Planning
From Creative to Planning
From Creative to Planning
From Creative to Planning
From Creative to Planning
From Creative to Planning
From Creative to Planning
From Creative to Planning
From Creative to Planning
From Creative to Planning
From Creative to Planning
From Creative to Planning
From Creative to Planning
From Creative to Planning
From Creative to Planning
From Creative to Planning
From Creative to Planning
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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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Transcript

  • 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

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