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Top 10 Tips from a Planner
- 2. WHO AM I? NAME: Eloise Liley PLACE OF BIRTH: Tasmania YEARS AS A PLANNER: 5 AGENCY: Cummins&Partners SOME CLIENTS TO DATE: Fiat Chrysler, Laminex, Red Cross, CGU, Woodstock, Vodka Cruiser, Mondelez, Ford.
- 3. TONIGHT WE WILL TALK ABOUT MY TOP TEN TIPS FOR PLANNING (IN NO PARTICULAR ORDER)
- 4. #1 DON’T GET STUCK IN THE ADLAND VACUUM YOUR JOB IS TO BRING AS MANY PERSPECTIVES FROM THE OUTSIDE WORLD IN TO THE AGENCY!
- 5. #2 DON’T BE AFRAID TO SAY “I DON’T KNOW”
- 6. #3 INSIDE EVERY CREATIVE IS A BOY / GIRL WHO JUST REALLY LOVES THEIR IDEA
- 7. #4 MAKE MEDIA YOUR FRIENDS THEY HAVE MORE MONEY, MORE DATA, MORE INFORMATION & KNOW MORE PEOPLE THAN YOU DO!
- 8. #5 DON’T BE BLINDED BY DATA image
- 9. #6 VOICE YOUR OPINION… EVEN IF THAT OPINION MAKES YOU UNPOPULAR FOR A WHILE
- 10. #7 SIMPLIFY INFORMATION FROM DAY ONE
- 11. #8 RESIST THE TEMPTATION TO JUMP STRAIGHT TO THE SOLUTION
- 13. #9 YOUR JOB DOESN’T STOP AT THE BRIEF CONVERSATIONS CLIENT APPROVAL CONVERSATIONS WING WOMAN-ING CHECK-IN STRATEGY WORKSHOP BRIEF CONVERSATIONS BRIEFING WING WOMAN- ING COMMS. PLANNING DATA ANALYSIS PHASE 2 CAMPAIGN PLAN CREATIVE PRESENTATIO N CREATIVE PRESENTATIO N ROUND 2 CHECK-IN EXECUTION CHECK-INS CAMPAIGN REVIEW
- 14. #9 YOUR JOB DOESN’T STOP AT THE BRIEF (what this process actually feels like) CONVERSATIONS CLIENT APPROVAL CONVERSATIONS WING WOMAN-ING CHECK-IN STRATEGY WORKSHOP BRIEF CONVERSATIONS BRIEFING WING WOMAN- ING COMMS. PLANNING DATA ANALYSIS PHASE 2 CAMPAIGN PLAN CREATIVE PRESENTATIO N CREATIVE PRESENTATIO N ROUND 2 CHECK-IN EXECUTION CHECK-INS CAMPAIGN REVIEW
- 15. #10 MOST OF WHAT YOU CREATE WILL NEVER SEE THE LIGHT OF DAY image
- 16. BUT WHEN IT DOES IT FEELS LIKE THIS!
- 17. THAT’S IT! QUESTIONS: 1. WHAT DO YOU WANT TO KNOW MORE ABOUT? 2. WHAT PART FREAKED YOU OUT? 3. WHAT POINT DID YOU LOVE MOST? 4. WHAT BIT DO YOU DISAGREE WITH?
Editor's Notes
- Intro Life aim –all planners are a little bit weird – I haven’t met one that isn’t yet. This is a weird life aim but it is a true one.
- Talking tonight about top ten tips on planning. These are my personal tips and may not hold true for all planners. Would be better if we had a discussion about it all as we go through so if you have any questions ask.
- The most important tip in the whole presentation. Probably the one I feel most strongly about. Be interested in what is happening outside just as much if not more than what is happening inside adland and help other people to do the same. Talk to strangers, listserve, read, events from all different industries, talks in your agency with everyday Aussie’s, people’s houses, your grandmas friends. Richard Fidler podcasts, Wheeler Centre, Film Festivals, Country Towns, Fountain gate, blogs and forums and then use that information to make advertising better,
- One I didn’t learn for a very long time. Can be just as beneficial as having the answer Young – feel like you’re expected to know everything as a planner and you can’t because you are still learning and no one really expects you to know it all because that is what your boss is for – to answer what you can’t.
- A big thing I notice is how people (account service and planning) are often scared of the creative dept. And I get that but I think it is a bit stupid and wrong, Didn’t always though. When I started I felt a little bit like a little possum in front of headlights – was too nervous to talk to anyone. Overtime started talking and chatting this means though that you can get into arguments and a lot of them and when you do I think it is important to remember a yelling or angry creative is someone who is just really passionate about the work they have created I’ve also been walked out of the agency for caring too much so I think empathy for everyone in and out and especially the creatives is a good thing. Be in the business because you are passionate – passion about the work is a good thing
- Worked in integrated agencies for 3 years beauty of that is you can see how media works Often if you want to create an idea and make it actually happen you need media to help you Whiskas kitten kollege – using media data to personalize content for new cat owners. CGU Tropfest – using media budget and partnership to save a film festival for CGU
- I did psych at uni when I came out I got really excited by data and filled my arguments with it until I ended up at these pointless conclusions because I had got lost in data and I think clients are also a bit guilty of this. e.g. Vegemite – breakfast consumption decreasing, higher migrant population, bread is out of fashion, GF diet NOPE actually people only think vegemite is for store bought white bread soggy sandwiches Data is extremely useful but you need to know how to use it. Rather than using it to guide your thinking as may have happened here use it to support the thinking that you come up with using you gut and knowledge.
- Also another one that took me a long time to learn. First off have an opinion and think of ideas that’s why you are in advertising. BUT then voice that opinion in a constructive way even if it is not what people want to hear. Jacqui might not be liked by many but at least she has and speaks an opinion on things – I don’t like all of those opinions but I like that she is honest and sticks to her guns. e.g. Vegemite, E.g. Ford – times when you disagree with the creative, times when you disagree with the whole agency
- Planners job from day 1 is to take information from all different areas and condense it into small sound bites. Best thing you can do from day one as a planner is to simplify information so that it is easy to understand for any piece of work you are doing.
- Another one I learnt from the APG Planning Idol – which is extremely hard and time consuming but extremely awesome and you should all do it next year. Is to not jump at the solution immediately – a strategy is never finished it can always be made better and the same goes for the idea. Mull over things, leave things for some time come back to them look at how you can improve them.
- Another thing I think is really crucial… is a planners job isn’t just to write a brief. It is much more than that, in fact the brief is about 20% of my job. More than anything I think you should stay with the brief and the idea until it is despatched. Briefing, wong-womaning, check-ins fight for the idea with clients but helop the creatives understand what the client has said.