thinkLA AdU: Account Planning 2014 - Larry Lac

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thinkLA AdU: Account Planning 2014 - Larry Lac

  1. 1. If you don't know where you are going, any road will get you there. - Lewis Carroll Thursday, April 17, 14
  2. 2. I never planned to work in social media, strategy or advertising. And here’s exactly how I wound up in it. Thursday, April 17, 14
  3. 3. chase whatever drives you Thursday, April 17, 14
  4. 4. chase whatever drives you it will always pay off. Thursday, April 17, 14
  5. 5. I said noto an engineering scholarship, to go into debt as a film student. Thursday, April 17, 14
  6. 6. but I learned about the world it takes to tell a great story. Thursday, April 17, 14
  7. 7. find the truth Thursday, April 17, 14
  8. 8. find the truth and how to wield it Thursday, April 17, 14
  9. 9. Film degree in hand, I realized something about the working world, I had to eat. So I turned a minor in screenwriting into a foot in the door for journalism - covering digital/entertainment beat. Thursday, April 17, 14
  10. 10. “Frankly I just don’t get it or use it, but its what the kids are doing these days.” - David Stern “THAT WAS OFF RECORD!” - his publicist Thursday, April 17, 14
  11. 11. learn the rules Thursday, April 17, 14
  12. 12. learn the rules so you know how to break them. Thursday, April 17, 14
  13. 13. I moved from journalism to PR - at the bottom of the barrel, as junior assistant publicist. I learned all the traditional principles of public relations from a legendary NYC firm. Thursday, April 17, 14
  14. 14. and disregarded most of them. < Thursday, April 17, 14
  15. 15. sometimes I regrettedit. #BFFs Thursday, April 17, 14
  16. 16. put it all together Thursday, April 17, 14
  17. 17. + + Thursday, April 17, 14
  18. 18. = what virality looks like + + Thursday, April 17, 14
  19. 19. Thursday, April 17, 14
  20. 20. + and one more. Thursday, April 17, 14
  21. 21. Thursday, April 17, 14
  22. 22. thank you. Thursday, April 17, 14
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