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July 10, 2006

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» And What Do You Do? from The Adnostic
"Well," I always say, "I'm an Account Planner." This statement is always countered with the following question, "What's an 'Account Planner?'" As though I had made it up or it doesn't really exist and I'm really just a 'Sanitation Engineer'... [Read More]

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I couldn't agree anymore!!!

Thanks;-)

Nice blog.

Great post. I just thought you might be interested in that we've been pioneering a new approach to the creative development process in our agency. Rather than the linear approach of several creative teams working in isolation to birth ideas - we've been replacing the creative briefing with an interactive ideas session, which doubles up as briefing, stimulus session and ideas session.

We assemble a range of people to these sessions, but they normally involve a couple of creative teams, suits and even clients.

Our role as planners is to facilitate - which puts us right at the heart of the process from the beginning.

In our experience these sessions provide a real 'kick start' to the creative process generating a wide array of emerging thoughts. Obviously they need to be filtered and nurtured - but this has proved to be a really dynamic way of working.

Anyway, I thought you might find this of interest.

Very interesting, and I hope it's going well. I couldn't agree more, it's crucial to try involve everyone in developing the strategy - it helps buy in, and ideas get better with more input, and you've ore chance of coming across something great. Do let me know how it goes.

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