planning, creativity & planning for creative campaigns

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Hej Stockholm!

Ramblings from
the Black Wolf
Creativity + Planning + Planning for Creative Campaigns

Heidi Hackeme...

a little about my path grew up in the woods of
Wisconsin amongst a von Trapp-esque family of
musicians, Bach and pigeons, ...

after the journey of the past year, the
good news for me is that...

I love planning

the obvious
I love culture
I love people
I love cracking a problem
I love working with creative, smart people

but the real reason
planning is a wide playground where, once we get our core
craft down, we get to define what we’re all ...

we’re a motley bunch
beyond the craft, great planners seem to have
something in common: they are brave enough embrace
who ...

it’s a great time to
be a planner

why?
we’re needed
the problems are much more complex
the solutions can be ridiculously relevant

so let’s get into it

creativity, planning
and all that jazz

three muses tonight
1) Steve Jobs
2) Dumbledore
3) Judy Garland

Steve Jobs

In the past I’ve talked about the Mother Effin’ Wolf Pack*...

teams of smart, amazing people bouncing in and
out of a col...

wolf packs work when each individual brings something
unique to the process and has an output that they’re solely
responsi...

let’s be incredibly simplistic
account peeps uniquely bring an understanding of
process as well as the client’s/biz POV......

we bring the
divergent thinking
in from the outside

divergent thinking
helps us create
provocative lenses
for problems

divergent thinking
is the oxygen that
fuels exceptional
creativity

this is ridiculously
important,
especially now

why?
creation has been democratized
anyone can put an idea out there
there are more ideas fighting for attention than ever...

creativity isn’t cute
creativity is how we win and our clients win
(read Sir John Hegarty’s book)

I don’t believe we can be truly creative and win when we’re all
working off of similar, processed inputs

we have an industry problem

institutionalization

Black Wolf Epiphany #1

I was very close to
becoming, if not
already, a fraud

(wyoming)

remember this?

planner me
gut instinct planner
very inspired by primal human truth and culture
love the big story of a br...

feeds, back rooms and
Mintel reports had
become 90% of my
cultural understanding
(pretty arrogant)

personally, I was
losing my perspective,
my gut. for my teams,
I wasn’t authentically
bringing the oxygen

Terminal 5 & MoMA
were the primary
brain stretch venues
(they’re about five avenues away from one another btw)

how terribly
divergent of me

this happened largely
because I was
succeeding in the
institution of
advertising

advertising values a
linear path. I did it
I stayed in the advertising walls and steadily moved up
jr planner > planner > ...

advertising values
the 60 or 70 or 80
hour work-week
yeah, I’ve done that too. a lot.

advertising values
being busy, hectic &
doing advertising
there’s something really noble about busyness culturally and
esp...

creativity doesn’t
value these things
so much

not only was I not bringing the divergent
perspective, I had a hunch that I wasn’t living a
life where creativity could...

Black Wolf Epiphany #2

it’s in the dots stupid

(south dakota)

the south dakota crisis
“It’s been two months on the road. what do I have to show
for it? I don’t know what I’m doing with...

{very attractive, heidi}

when I was in South
Dakota having this
moment, Steve Jobs died.
and I, like everyone else,
spent some time going
t...

“The minute I dropped out (of college) I could stop taking the
required classes that didn't interest me, and begin droppin...

“You can't connect the dots looking forward; you can only
connect them looking backwards. So you have to trust that
the do...

this was a huge moment for me

I had been living the linear, advertising life
and was anxious because I wasn’t still on it

but reading about dots ma...

a dot life is different
it’s varied. it’s defined by the individual, not the institution.
the life & mind seem to meande...

I became obsessed with this idea of “living the dots” +
and its relationship to creativity. what I learned...

creativity ...

space

“Daydreaming and boredom seem to be a source for
incubation and creative discovery in the brain and are part
of the creati...

if I owned the world version
Bill Gates schedules regular
Think Weeks - times where he
goes off in seclusion, shuts down
a...

“Without great solitude,
no serious work is possible”
Picasso

reality version
Josh Linker / Blogger for Fast Company

5% Creativity Challenge
schedule 5% of your time for thinking (2 ...

exploration

“Being able to step back and view things as an outsider, or
from a slightly different angle, seems to promote creativity.
...

Johannes Gutenberg transformed his knowledge of wine
presses into an idea for a printing machine capable of mass-
producin...

Dalai Lama talks about our
thinking as paths. Go down
the same paths too much, and
they turn into ruts. Ruts
aren’t good. ...

reality version
find your dots, the things you’re just curious about
explore and invest in them, even if it doesn’t make s...

net net
I don’t believe you can plan for breakthrough creative work
if you don’t ruthlessly value creativity in yours...

my net net
right now, I’m more valuable to agencies
if I keep myself out of the agencies
it gives me s...

after Droga, back on the road for a few months this summer

better, richer, fuller
exploring the American Dream in 20...

this is scary
it’s scary to walk out of an ad agency at 6:00 (I do believe
we call this the “half-day”)
it’s scary to star...

I’m not advocating for everyone to quit their jobs, become a
freelancer, buy a truck and travel around

I am advocating fo...

if I were one of the
bigger badasses in
the industry, I would
more eloquently put
it like this:

we need to blow it up
and...

Dumbledore

shit planners say

“my brief is so
fucking smart.”

“um, that was in the
brief, you idiot.”

“that isn’t on brief.”

“I haven’t seen
the work.”
(day before meeting)

these grumbles more often than not
come from a culture of hand-offs...

PRODU...

...rather than a team culture of synchronized flow

MEDIA(

STRATEGY(

...

shocking observation from my experience

if we let creatives
into our process,
creatives are more
likely to let us
...

in the long list of deliverables that the process of making
work requires, planning has the first big one - the brief

we set the tone

what kind of tone are you setting
for your projects and teams?

when setting the tone, remember space & create a rhythm

space for individual
creation, a culture of
building, respect ...

getting practical

if Dumbledore would have told Harry
everything that Harry ultimately
needed to know on Day One,
Harry’s ...

the iterative brief
rooted in the immense complexity of the communication landscape today -
but it also, nicel...

define the problem you’re make a wall of your
trying to solve. define thinking/hypo...

net net
open your own process up
be respectful of the space that everyone needs
feed, think, talk, be present

word of caution: don’t collaborate to death

“The most spectacularly creative people in
many fields are often introverted...

Judy Garland

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being a creative is really hard

pressure is intense

hours are really long

it’s tough

I believe we really need to be sensitive to this as planners

as @mrbsmith so beautifully articulated and @EMMACNYC got super excited
about so she and I talked about it a lot and ...

be positive, be into it
(if you don’t feel it, fake it until you do)

think about creative reviews as building
sessions not winning sessions

when you’re giving feedback, lead with the bits
that you thought were good/smart

keep venting sessions short and move them
away from devolving into bitching sessions

speaking of venting...
if you’re a director, find someone off the team
to vent to; coach your planning team to vent to
...

keep it about making great work

sound simplistic? naive? a bit touchy-feely?

the Positivity/Negativity (P/N) ratio
in a 2004 study, high performance teams had a P/N
ratio of 5.6, medium performance t...

net net
grow up
make it about the work, not about you
be someone that other people want in the room

wrapping it up...

divergency & space
fuel creativity

what kind of planner
do you want to be?
what do you value?
make it happen

you set the tone. own
that, respect that

be positive. it works

thank you

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