It’s a great primer for those just starting in the discipline and reminder for the rest of us to act not just as problem solvers but also change agents.

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.

Anyway, Heather LeFevre conducted and finished putting together the results of the fourth annual Account Planning Survey into a sweet PowerPoint, which she then made available to all on SlideShare. With just under 800 completed surveys (up from 466 a year ago – congrats, Heather!) and questions ranging from salary to experience to blogging to schooling and even negotiating, it provides a global (US-centric though just to manage expectations) and detailed snapshot of the planning world.

This included the answers to one question I couldn’t help but notice…and be proud of:

To be clear, I was in the stay “where I am” majority (just in case my boss or head of HR is reading this and is thinking of an upgrade – it would not be an upgrade of an ingrate). I know why I’m a fan of this place but would still love to know what the outsiders think led to this lead.

Wow. That’s just about the cheesiest way to start off a post whose purpose is to link you to one of the most inspiring reads I’ve had in a while.

My friend, Leland Maschmeyer, now the Director of Strategy at COLLINS: (soon to be Director of Concept Design and Storytelling, I believe, as it is a more appropriate description of his job there) has recently posted “On Life Support: A Transformation Design Speech”.

Let me start off by saying, it is fantastic. And not in a “Man, that Leland is a smart dude…I got through 66% of that post and understood 39% of it and of that 39% approximately 90% was f-ing brilliant” sort of way. I read the whole thing, comprehended all of it (I think) and found it very compelling. And I’ve been trying since our breakfast yesterday morning to figure out a way to expand on his thoughts. But just as Lee feared he’d never post his speech if he waited for every element, I fear I’ll never pass on this link if I take time to build on it.

His observations/examples range from JFK to DJ Dangermouse, from Sao Paolo to Philadelphia’s 30th Street Station, from Target to BP to tell the story of transformation design. Which he defines as “the process of developing a system of activity that enables organizations to support or create in individuals the positive change he or she desires.” Because as he posits:

The companies that will thrive…will not be those with a great sales pitch. It will be those with a great support system.

He started out just wanting to make better marketing. But the opportunity seems quite a bit bigger (like changing the world bigger).

Enjoy reading the speech here.

“This is exactly the type of customer we’re looking to reach,” said the campaign’s chief strategist Ben Jacobs, 28. “It’s showing tremendous impact on the cool, media-savvy rebels who distrust authority, prize alternative culture, think outside of the mainstream, and are willing to base their actions entirely on advertising images presented to them on TV. How dope is that?”

So this post is just a reminder for me and other Gen GuY and GalY planners (or creatives or account peeps) out there not to become Ben. And a reminder for marketers to really get to know their audience on a deeper level even if they’ve picked the demographic wisely.

via Someecards. By the way, this was the featured e-card when I just visited the site. Pure gold.

How do people enjoy watching cars go around and around in a circle?

Well, given it’s part of my job to understand not just the rules of NASCAR but also the fans, I spent a significant part of my yesterday (over 5 hours all in – including pre-race and a bit of post) watching the Super Bowl of the sport, The Daytona 500. (Yes, it is unlike any sport I can think of in that it starts out with its biggest event.) I watched with a couple of work friends—one in particular (Michael) who is an avid fan of racing and driver Jeff Gordon and thus was able to answer all my stupid questions.

If you have any interest in learning a bit about NASCAR and what my viewing experience was like, check out my twitter. Go back a couple of pages to see the start (picking up Bud heavy). Overall, I had a great time—as noted by Mike, “the beer helps”—though I don’t think I’d have the stamina (read as: time) to watch all 200 laps in the future. Hopefully I’ll get to attend one of the other Sprint Cup races in person this year. I hear that helps you more fully appreciate NASCAR. Until the next race, I’ll be looking for some Target car #41 gear!

One thing I came across in this category last week was an image posted by Russell Davies. I found it profound and applicable to the ad industry (which I’m sure is why he put it up on his blog in the first place). I believe the next set of planners are going to be more like producers. I believe a lot of them already are. I believe it’s something I want to become more like. Like seriously! (Please send me to Africa, MTV.)

So with that said, I know this is weak but I wanted to get in the habit of doing this weekly post. I’m a huge believer in the importance of gaining momentum in getting things done (and done better). Just think about any new business pitch in which you’ve been involved. How incredible are some of the things you create in a matter of weeks? How incredible would it be if you could build and sustain that energy in your office every day? (And let people go home and sleep.)

Lastly, in an attempt to hold myself to doing, I’m pledging to set up my Nike + and go for a run by the end of the week. Hollister.

(1) I now work at Wieden + Kennedy. (Day 12)
(2a) The nonsense expressed here is all me baby.
(2b) Neither Wieden nor Kennedy know I have a blog. (But a few AE’s do)
(3) Just rounding the list out with a number 3, so it looks prettier and officialier.

I’m working mostly on ESPN. You’ve probably already realized a bit of an increase in sports-related posts. And this trend will likely continue as the job requirement to “be even more of a sports fan” is one I’ve been gladly fulfilling.

Finally, for the many of you who aren’t in the industry, definitely go check out the agency’s site. But let me highlight a few things of the things (in addition to the kick ass work on ESPN – I’m saying that as a pre-job fan) that drew and now continue to draw me to this place:

Coca-Cola and Nike and Honda. London’s blog and holiday card (well actually it’s not PC in that regard; it’s a Christmas card). Portland’s school, and the fact that they get involved with things like Ignite Portland, the premise of which is this: “If you had five minutes on stage what would you say? What if you only got 20 slides and they rotated automatically after 15 seconds?” (You can see videos of the presentations here)

But just like any place, it’s all about the people. They are some of the most creative people I know and have done some of the work I admire, yet they’re all approachable and importantly not territorial. In 13 days, I’ve concepted with a writer, brainstormed with digital media, written briefs, and played pipeball (more on that See for yourself below where I’ve embedded a video of some of the guys I work with (in our offices at the start):

Be hooves.

I came across this link from Russell Davies’ delicious feeds. The choose to use design to solve the problem of remotes getting lost. So they made a remote that’s really fragile, so you won’t toss it around/you’ll take better care of it and thus not lose it. The brief could easily have been: Remotes ruin the living room look.

It reminds me of Method’s insight into cleaning: People squeeze cleaning in between doing other things, so having to go into cabinets and search for cleaning products wastes time and is a part of the annoying process. So they designed their soaps, etc. to look nice so that people would keep them on their kitchen counters/out next to their sinks. Just a reminder of how design is a powerful tool for building insight in products.

Highlights other than taking home a silver Jay Chiat award for Bahamavention (well, not quite home since Fallon took the actual hardware) include:

Speeches by Eric Ryan, Method and Sir Kens A Lot (can you mess with a knight’s name like that? oops – Ken Robinson
Breakout sessions led by Scott Lukas of Dosage and Mark Earls (linked above) of Herd Consulting and book
Dinners with peeps at our LA office

I’ve been blogging in a private space for Deutsch (yes, we’re a little late to the conversation, but taking the right step in testing out/getting comfortable before jumping in), so will transfer some of my posts from there and I twittered (twitter link) Day 2.

As a tease to more comprehensive and detailed posting, I kick it off with the same video that opened the conference on Creating Possibilities. After watching, is there any question that we are emotional beings first?

So all sappiness aside, The Bahamas team got some really good news this weekend. Our TV campaign was recognized in Cannes with Silver Lions. The spots – Monte, Maureen, and Lyle – were in some really great company (The Mac and PC campaign and the Cingular dropped calls campaign, which you know from the US as well as other commercials from around the world). See the list here.

I’m really proud helping the Ministry of Tourism see the value in a differentiating idea both for the category and the broad advertising landscape. (Our integrated campaign had print, OOH, Online, a 30-minute infomercial, and Bahamavention kit.) Hopefully a planning award or two is in our future. Now here’s Monte:

Goodbye Salvador Walleye.

Goodbye Kilgore Trout. Goodbye Theodore Sturgeon.
Goodbye Vonnegut.
Goodnight Moon.