El Gaffney

Finding Something Real

This is a response to Clay Parker Jones’ Longing for Something Real.

I was just alerted to Clay’s latest post via Twitter. He sets expectations upfront that it’s introspective, focused on the job of a strategist in the world of communications, and a bit long. I will do the same. This is my initial reaction, also focused on the role of an account planner (another term for strategist), and I have no idea how long it’s going to be.

As I started reading, I found his honesty refreshing and many of themes he touches on relatable—at least to another 27-year-old in the advertising industry. Though I’d imagine much of what he’s offered will be less than foreign to older strategists and anyone looking for professional satisfaction. Anyway, somewhere around his third paragraph, I realized I was going to comment—most likely, “good stuff, brother.” But then when he started tackling his second question—Can strategy be fulfilling?—I started taking notes. (Yes, buddy freehand first - just like your pops taught you.)

I was compelled to write…

You may be surprised (if you haven’t been already) how many people don’t know what to do next, what to do now. Yes, that goes for job searching. However, I’m going talk about marketers. They just aren’t sure what to do for their “brand.” (This is the last time I use the “b” word in this post.) They don’t know what to do say about their companies, its products and/or services. They don’t know how they should be saying it or where. Often, they don’t have know who they should be talking with. A few steps back, they don’t have a clear sense why they want to “communicate” in the first place.

We are problem solvers. And sometimes the most important work we do is helping people (our clients) define the real problem they want to address.

We are storytellers with discipline. And though we don’t create the ads, we can blend strategy and creativity in weaving together a story that’s rooted in a deep understanding of people (our client’s current and/or potential customers) and how we can actually offer value to them.

We, as Denzil Meyers put it, help people find the best way to move forward.

Without us there would be less differentiation, interestingness, and effectiveness. There would probably be less respect for the people many of our clients and co-workers still call “consumers” as if they are waiting around ready to hear about the company’s latest and greatest. Even if now they’re not only sitting on their couches in front of a TV but also at their desks in front of computers, online.

They still need someone to explain the social aspect of communications. Because many have only been broadcasting out for their entire lives as marketers. That worked. It’s all they had to do. They understand the two-way nature of conversations in theory but not necessarily how to practice it. With regards to the respect you brought up and I just mentioned, they are respectful individuals but don’t always practice respectful communications. This respect has to manifest itself online as well as in communications meant for traditional media.

Take the recent Motrin headache. (Yeah, I know hundredth person to go there.) Do you think it matters that it was an online video rather than a TV commercial? Hells no. It’s a piece of communications that showed a lack of understanding of the people they wanted to talk to—moms. To be fair, it’s possible they we’re looking to talk with, or engage, these moms in dialogue. But I’m quite sure this is not the “we get you” takeaway they were hoping for. In short, some moms found the ad to be disrespectful. Yet now they have a community that’s bigger than their yoga class, brunch group, or (insert modern mommy stereotype here), more easily connected, and has a stage to respond. (They weren’t going to buy a TV spot in the past and a strongly worded letter probably would not have made the splash a group of bloggers and Tweeters and YouTubers did.)

Marketers need to understand the expectations of their companies, not just for speed of apology. I feel like it’s more important than ever that they have someone helping them dig down to their essence, truly get to know the people they want to sell to and support, find their voice, and keep them honest while not losing their specialness in communicating with others.

As strategists/planners, this is our job. And while I don’t find it fulfilling every day, on the whole, it’s pretty damn sweet.

Ironically (?) not having written anything on planning in a while has had me feeling less fulfilled. So thank you for putting something out there that made me think and type out more than a half-assed comment.

Also, just so you know, I already consider you a “thinker-doer.” In fact, I have that as a label in G-Mail for convos I have with you, Mike (who you shout-out), Noah, Eric, Chet, Johanna, Amit, Kevin, Leland, Adrian, Paul, and a few others. No joke. I agree I will only be adding more planners and ex-planners to that folder.

And one more thing…Brands! Ah, that felt good.

Tags: blogging, clay, friends, planning