Planning DreamTeam Strategic Planning Intro Although there isn’t a recipe for success in the Ad land, there is a speciﬁc skillset we require for the strategic department. The skills needed go across the main blocks of a full-‐service interac?ve digital agency; account management, crea?vity, design, produc?on and research in the core. In my opinion the whole adver?sing thing is about people. Agencies are full of people, and if you think about it even brands try to act like people. However, we are emo?onal beings. We aren’t really ra?onal when it comes to make decisions. Probably that’s the reason why adver?sing constantly deﬁnes itself.
HERE’S THE PLANNING TALENT TO WIN A GRAND PRIX AT LEAST.
ARCHETYPESINPLANNING Junior Strategist THE WONDERKID: The Fool, The Climber Most recent addi?on to the team, the Wonderkid represents a new genera?on Y, the unorthodox approach and the passionate ques?on maker. The kid has an hybrid background gaining 1-‐2 years of experience, ideally in between client side, account management and research. Driven by crea?ve craV and roman?cism the kid projects an idealis?c new frame of strategic planning.
ARCHETYPESINPLANNING Digital Strategist THE SATELLITE: The Valet Represents the interpreta?on of large amounts of data, the implementa?on of digital poli?cs and the democra?za?on of coding. Driven by ﬁgures, the Satellite Is a mid-‐level data analyst with broad knowledge in coding and research methodologies. Naturally interested in social networks the satellite transmits the people’s voice.
ARCHETYPESINPLANNING Lead UX THE CHOREOGRAPHER: The Ar;st Tradi?onally deﬁned as a Visual Designer, the Choreographer personiﬁes the design of emo?ons and experiences and the desired engagement with the consumer. Driven by strategic insights the Choreographer has a deep heritage in crea?vity and graphic design. The Choreographer’s apprecia?on for both visual and emo?onal detail along his passion for story-‐telling make him an excellent client-‐face individual.
ARCHETYPESINPLANNING Senior Strategist THE ROCKET SCIENTIST: The Inventor, The Architect Represents the ability of building amazing things, the achievement of free publicity and buzz. Personiﬁes business eﬃciency. With recognized interna?onal experience across all channels and a wide range of markets, the Rocket Scien?st’s background in technologic and in innova?on makes him an inspiring asset for both crea?ve and produc?on teams.
ARCHETYPESINPLANNING Planning Director THE ALCHEMIST: The Mentor, The Lighthouse The Alchemist stands for collabora?on with the client, the day-‐to-‐day leadership and the management of resources as well as the talent. The Alchemist is a natural leader with proved value across winning-‐award work around the globe. Formed in research, account management and cultural studies or similar, the Alchemist gathers the knowledge of the whole planning team, he is a person of ac?on and a recognized partner for clients.
ARCHETYPESINPLANNING Head of Planning, Global Strategy Oﬃcer THE PROPHET: The Soul, The Oracle Personiﬁes the culture-‐brand connec?on, the spiritual and poli?cal leadership and wisdom through high standard strategic /crea?ve work. The Prophet is a renamed individual in the hall of fame of crea?vity and adver?sing. With papers published, jury memberships and uncountable workshops in Universi?es and Associa?ons, he gathers experience in mul?ple award-‐winning campaigns across the best agencies in the world. He awakes fascina?on and blind faith among his team members .
ARCHETYPESINPLANNINGStrategy and Planning department. THE CONTEXT: Within the current markets and social implosion the walls in agencies are now windows. The planning department has to be seen as a complex and ﬂexible chain of lineal and bold skills with a gap for intui?on and serendipity. Hybrids and specialized individuals are wanted. New blood to change evil paradigms and ul?mately re-‐shape how strategic planning evolves along culture ad economy.