10
 advices
   for the future
planners
     by Igor Saraiva
Understand
1. people.
   A lot!
art director         account planner
 your boss                                               the client    creative dir.
...
Besides, a good planner understands people beyond
the interviews. He dissects people's behavior to
comprehend entirely the...
And there are a lot of needs beyond those from answers.
So, ask "why?" at least 5 times in order to uncover and
to determi...
problem      My car will not start
(1st) why?   - The battery is dead


(2nd) why?   - The alternator is not functioning

...
This will let you understand the subtleties
of human behavior

              Why did you buy this bag?



                ...
Question
2. everything.
Question
2. everything.
   Then,
   question
   it again.
"il contro-brief"
What the client asks for is really the best for him?
What lies behind this brief?
Therefore, look at the project from a new perspective:
ask Why Not instead of Why.




                                   ...
Criticize, reflect, analyze. Use Lateral Thinking
and don't be limited by common project issues:
money, time, messages etc...
And if you decide to defend an idea that is outside
the client's expectations, then surprise him with
the quality and link...
3. Plan your
   planning.
Like all infoseekers, you will want to dive into data,
infos, reports, researches. But you have to know
where to dig.




...
Per-Anders Pettersson/Getty Images


Plan your planning: write a scope, a guide, a strategic summary
before digging out he...
4. Start
   backwards.
In the world of
advertising everything is
for 'yesterday'. Keep in
mind the whole project,
using the bird's-eye view.
Know...
5. Get off that
   chair right
   now!
Assuming
   that you
will find your
 answers by
doing a Desk
 Research is
    a huge
   mistake




    Personal file: grï...
Your answer is out there!

Going to the streets and talking to people is mandatory.
Think culturally. Socially. Psychologi...
Be on other people's shoes and see how they act and fell. Then,
discuss your findings with someone who is not in the proje...
Don't be a
6.   T-Shaped
     person. Be a
     Comb-shaped!
t-Shaped




           The vertical axis is your deeper
           knowledge, usually your
           graduation field: d...
t-Shaped
           The horizontal axis is the knowledge
           you possess in other areas such as
           anthropo...
t-Shaped                         Comb-shaped
You got to have more than a superficial knowledge in these areas.
This will t...
7.   Develop your
     entrepreneurial
     spirit
As a planner you definitely will position or reposition
companies in the market. So think of them as if they were yours.

...
This path you're drawing, does it make you happy or
fearful? Confident or insecure? Is it a certainty or a risk?


It is t...
Therefore, start something yours. Build something to
manage even if it is very small. It will make you confident.




    ...
8. Tell good
   stories.
The art of persuasion = the art of storytelling.
Learn how to involve the relevant people and put
them into your story. Le...
And
   remember:
9. you're more
   than a
   planner!
Usually, when someone asks who you are, your
answer begins your job title: "I'm a lawyer, I'm a
dentist, a doctor or I am ...
You are much more than a simple and stupid Job Description
and should do more than what's written on that paper.
         ...
believe me!
Maybe you won't understand it
 now, but in the future, when
 you connect the dots, you'll
   see how worth it ...
Don't plan
    like us
10. planners
    plan...
"Even to take a great leap forward,
you must run a little behind"




                                      Flickr -TJPhot...
So, knowing how the planning world is nowadays, why
don't you take it to the next level?




                             ...
The Next Level
Dick Fosbury was the first man to make a high jump on a very
unconventional and strange way; but that was m...
The Next Level

Knowing the past and
working on the present, you
planners have the possibility
to write the future of
plan...
10 advices for future planners
10 advices for future planners
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10 advices for future planners

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These are some tips, advices and thoughts for the future planners of the digital world

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Transcript of "10 advices for future planners"

  1. 1. 10 advices for the future planners by Igor Saraiva
  2. 2. Understand 1. people. A lot!
  3. 3. art director account planner your boss the client creative dir. copywriter programmer you Know that... All these people have expectations about the project. Get to know them even before you take the first step. Flickr Orange County Archives
  4. 4. Besides, a good planner understands people beyond the interviews. He dissects people's behavior to comprehend entirely their needs.
  5. 5. And there are a lot of needs beyond those from answers. So, ask "why?" at least 5 times in order to uncover and to determine the root cause of the problem. Facebook channel on YouTube
  6. 6. problem My car will not start (1st) why? - The battery is dead (2nd) why? - The alternator is not functioning (3rd) why? - The alternator belt has broken (4th) why? - The alternator belt was well beyond its useful service life and has never been replaced (5th) why? - I have not been maintaining my car according to the recommended service schedule ... { "5 whys" from Toyota}
  7. 7. This will let you understand the subtleties of human behavior Why did you buy this bag? vs. "I bought it because of its "When I was 15 I was mocked at quality and because it is school, my parents were poor, long lasting" my colleagues used to make fun of me; now, I want to show how much I've improved" This is not the kind of answer that you need! source: Martin Lindstrom (Buyology)
  8. 8. Question 2. everything.
  9. 9. Question 2. everything. Then, question it again.
  10. 10. "il contro-brief" What the client asks for is really the best for him? What lies behind this brief?
  11. 11. Therefore, look at the project from a new perspective: ask Why Not instead of Why. Flickr Vu Bui
  12. 12. Criticize, reflect, analyze. Use Lateral Thinking and don't be limited by common project issues: money, time, messages etc. Personal file: BlockPain's strategy
  13. 13. And if you decide to defend an idea that is outside the client's expectations, then surprise him with the quality and linking of your planning. Personal file: UnimedRio's strategy
  14. 14. 3. Plan your planning.
  15. 15. Like all infoseekers, you will want to dive into data, infos, reports, researches. But you have to know where to dig. Flickr Ian McWilliams (macaz1977)
  16. 16. Per-Anders Pettersson/Getty Images Plan your planning: write a scope, a guide, a strategic summary before digging out here and there. When you're heading the wrong direction, digging deeper won't bring you anything new.
  17. 17. 4. Start backwards.
  18. 18. In the world of advertising everything is for 'yesterday'. Keep in mind the whole project, using the bird's-eye view. Know your deadline, then work backwards. And remember: speed is different than hurry! Flickr Alexandre Battibugli
  19. 19. 5. Get off that chair right now!
  20. 20. Assuming that you will find your answers by doing a Desk Research is a huge mistake Personal file: grïngo
  21. 21. Your answer is out there! Going to the streets and talking to people is mandatory. Think culturally. Socially. Psychologically. Question. Suspect. Reflect. Flickr santospat
  22. 22. Be on other people's shoes and see how they act and fell. Then, discuss your findings with someone who is not in the project. Your team may be addicted to the infos already obtained. 1 2 3 4 personal file
  23. 23. Don't be a 6. T-Shaped person. Be a Comb-shaped!
  24. 24. t-Shaped The vertical axis is your deeper knowledge, usually your graduation field: design, advertising, marketing, engineering.
  25. 25. t-Shaped The horizontal axis is the knowledge you possess in other areas such as anthropology, sociology and psychology, for example. The vertical axis is your deeper knowledge, usually your graduation field: design, advertising, marketing, engineering.
  26. 26. t-Shaped Comb-shaped You got to have more than a superficial knowledge in these areas. This will transform you from a generalist into a multi-expert. After all, every planner needs to know about everything. But a lot! multi-expert deep knowledge in different areas
  27. 27. 7. Develop your entrepreneurial spirit
  28. 28. As a planner you definitely will position or reposition companies in the market. So think of them as if they were yours. And do it fondly. Flickr naughton321
  29. 29. This path you're drawing, does it make you happy or fearful? Confident or insecure? Is it a certainty or a risk? It is thinking through the customer's perspective that you can understand the acceptance of your insights. Flickr brianokellypictures
  30. 30. Therefore, start something yours. Build something to manage even if it is very small. It will make you confident. Flickr A30_Tsitika
  31. 31. 8. Tell good stories.
  32. 32. The art of persuasion = the art of storytelling. Learn how to involve the relevant people and put them into your story. Let them freely participate.
  33. 33. And remember: 9. you're more than a planner!
  34. 34. Usually, when someone asks who you are, your answer begins your job title: "I'm a lawyer, I'm a dentist, a doctor or I am a planner of agency X".
  35. 35. You are much more than a simple and stupid Job Description and should do more than what's written on that paper. But don't expect to receive more money because of that. Or even recognition. But do it anyway. Always do more, because one day this will payoff. Flickr John_Scone
  36. 36. believe me! Maybe you won't understand it now, but in the future, when you connect the dots, you'll see how worth it was.
  37. 37. Don't plan like us 10. planners plan...
  38. 38. "Even to take a great leap forward, you must run a little behind" Flickr -TJPhoto-
  39. 39. So, knowing how the planning world is nowadays, why don't you take it to the next level? jumper: Felix Baumgartner
  40. 40. The Next Level Dick Fosbury was the first man to make a high jump on a very unconventional and strange way; but that was much more effective. Soon, this new approach was adopted as a standard by all athletes. http://bit.ly/fosbury
  41. 41. The Next Level Knowing the past and working on the present, you planners have the possibility to write the future of planning as we know it. "Within 5 years from now, you will have wished that you have started today!"
  42. 42. Give it a try! www.IgorSaraiva.com @IgorSaraiva LinkedIn head of planning at

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