From Creative to Planning

1,235 views

Published on

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

Published in: Business, Technology
0 Comments
3 Likes
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total views
1,235
On SlideShare
0
From Embeds
0
Number of Embeds
43
Actions
Shares
0
Downloads
47
Comments
0
Likes
3
Embeds 0
No embeds

No notes for slide

From Creative to Planning

  1. 1. A PLANNER FOR 90 DAYS. a copywriter for 13 years. Saturday, July 3, 2010
  2. 2. WHAT I’VE LEARNED: Saturday, July 3, 2010
  3. 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. 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. 5. THE CREATIVE TEAM. (it’s a great place to play, and obsess over our sandcastles.) Saturday, July 3, 2010
  6. 6. BRAND PLANNING. (but here, we’re deciding if a sandbox is even the thing.) Saturday, July 3, 2010
  7. 7. FEWER BOUNDARIES. Saturday, July 3, 2010
  8. 8. BRAND PLANNING IS AS CREATIVE AS CREATIVE. Saturday, July 3, 2010
  9. 9. WHY? WHAT’S CHANGED? Saturday, July 3, 2010
  10. 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. 11. DRAWINGS TOOLS SENTENCES “NARRATIVES” JOKES JOKES Saturday, July 3, 2010
  12. 12. DON’T WORRY. some things remain the same. Saturday, July 3, 2010
  13. 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. 14. I’VE LEARNED there are planners who come from research planners who come from media and “other.” Saturday, July 3, 2010
  15. 15. I USE THE FORCE. (translation: a combination of bullsh*t, and common sense.) Saturday, July 3, 2010
  16. 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. 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. 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. 19. RESEARCH I DON’T: mintel media-sourced/media-biased correlational (i.e., everything) Saturday, July 3, 2010
  20. 20. SOME THINGS I’VE NOTICED: Saturday, July 3, 2010
  21. 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. 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. 23. (planners love infographs.) Saturday, July 3, 2010
  24. 24. EVERYONE HAS OPINIONS. but more people nod when it comes from a “planner.” Saturday, July 3, 2010
  25. 25. IT HELPS TO BE CURIOUS. you can’t teach that. Saturday, July 3, 2010
  26. 26. IT HELPS TO BE WEIRD. but not too weird. (i.e., have a unique outlook, but be presentable.) Saturday, July 3, 2010
  27. 27. I GOT A BOOST. griffin farley gave me his old notes, and a shot of confidence. (metaphor) Saturday, July 3, 2010
  28. 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. 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. 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. 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. 32. I AM A DEPARTMENT OF ONE. so knowing other planners is good for me. Saturday, July 3, 2010
  33. 33. BE COOL. stay in school. david yeend, senior brand planner, 22squared david.yeend@22squared.com Saturday, July 3, 2010

×