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Planning for
Planning

Neil Slotterback
October 29, 2013
13,133

Source: IBISWorld
Q: Is the most creative person you know in advertising?

65%
35%
YES
Source: 4A’s

NO
account planner
brand planner
brand strategist
cultural anthropologist
cognitive anthropologist
Strategy
Strategy
&
Strategy
&
Strategy
&
Strategy
&

http://eastcoastkto.tumblr.com/
Strategy
&
Strategy
&
Strategy
&
Strategy
&
Strategy
&
?
We struggle to gain respect
from clients and colleagues
because they no longer know what to make of us.
We’ve become victims
of our own creative pursuits.
Planning for Planning
Planning for planning is the proactive
positioning of strategists within agencies
and brands so that unique skills can be
acknowledged, incorporated into the
creative process and shared with others.
1|

Focus
on the fundamentals
2|

K n o w
w h a t
you’re
good at
and brand
yourself
accordingly
3|

Plan for
passion
projects
4|

Be instigators
of collaboration
5|

Build
the future

together
Mystery creates wonder and wonder is the basis of man's desire to understand.
Thank you

@nslotterback

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4A's Inspire Presentation: Planning for Planning