A plan for what happens
after the connection.
What will people do with it? How will they
use it & share it? What might they remix?
And what will that mean for the brand?
How will we change because of our
interaction with them?
Learn from other disciplines that
create meaningful interactions.
We need to absorb practices & approaches
from design, information architecture, and
user experience planning.
Things like agility, rapid iteration,
Connections Planning has more in
common with Experience Planning
than media planning.
We are all experience designers,
whether we think of ourselves that
way or not.
maximizing value for all.
Create thick value, with interactions
that are rewarding for everyone –
media provider, participant, brand.
It isn’t just about digital. It’s
about planning for interaction.
Solve real problems.
At the end of the day, our job is straightforward:
What’s the business problem?
What audience can best solve that problem?
What response do they need to have?
What experience could generate that response?
Embrace the one-off.
Do we worry too much about campaigns?
Sometimes, affecting one thing well is powerful.
Commitment, not campaigning
It gives you a chance to learn: a one-off is just
something you haven’t figured out how to
We all have the same job:
making better ideas.
Whatever the job function, everyone’s job is
additive to a shared goal. You’re not
responsible for the brief or the channel plan
but for the idea. That requires a fluid
iterative interchange of strategic, media,
and creative thinking.
The $64,000 question:
Is connections planning a separate
Are we niche-ing ourselves into irrelevance
with splintered sub-disciplines?
Should these just be core planning skills?
Topics for discussion:
1) Is connections planning a separate
discipline? Or a core planning skill?
2) What skills/methods do we need to
absorb from other disciplines?
3) What could the new ‘idea’ team look like?
4) What’s holding us back from evolving?