Planning for Planning

Neil Slotterback October 29, 2013

13,133

Source: IBISWorld

Source: 4A’s

YES NO

65%

35%

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

account planner

brand planner

brand strategist

cultural anthropologist

cognitive anthropologist

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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| Focuson the fundamentals

K n o w w h a t you’re good at and brand y o u r s e l f accordingly

2|

Plan for pass ion projects

3|

Be instigators of collaboration

4|

5| Build the futuretogether

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

Thank you

@nslotterback