Inspired by a recent conversation with the most awesome Edward Boches, I wanted to take a minute or two and talk about the evolving role of planning in agencies. Granted there are countless posts on “what is planning”  from people far wiser than I, but I will make my little attempt here to talk about some actions we can start really implementing.

First of all awesome folks like Mr. Boches, John Winsor, Ben Malbon, Gareth Kay, Faris Yakob, Mel Exon but to name a few are leading the charge to a smarter way to approach the strategic process. All of these folks inspire me everyday to push forward and continue to try to be that “catalyst for change” (urgh, gross marketing language. Apologies). Now it’s time to start taking what we’re learning and making the change happen.

As planners, we started understanding our profession as the “voice of the consumer”, which is still relevant in some respects. However, that has changed because the consumer has their OWN voice now (gasp, I know). So what to do? Well, we’ve evolved to embody a business consultant/strategist all in the neat little package of creative thinker/inspiration. Throw in some savvy research abilities in there and you have the role of a planner in many of agencies. Whoa.

At the nifty little planning conference back in October, the rally cry began for us to really start to CREATE more and bring more to the process. Adrian Ho and Rob White from Zeus Jones challenged us to think about Modern Brands.  How do we integrate all the “new” mediums, technologies and ways people are connecting into our work? Jason Oke and Gareth Kay redefined how we think about “Connections Planning”, Frank Striefler (with myself in a supporting role) reminded us that advertising doesn’t matter as much as we like to think and challenged us to create value by investing in people/ideas and breeding advocates. And if you were like me you started with SO much enthusiasm and excitement to “make stuff”. And then reality hit. And now it’s 6 months later…

I pose a few ideas that I feel have helped changed my perspective of what I do. I don’t want to sound preachy (but inevitably will), because I’m far from perfect. But I do feel that if we start thinking about things we can start doing we will unearth something really quite neat. I encourage you to chime in with your thoughts, it’s only the start of the list. And I hate the sound of my own voice…

Experiment, play and understand. Be a voyeur, better yet, be a participant…there are so many interesting experiments and fun things going on the interweb. Chatroulette terrified me, so I made friends try it for me and report back (some things scary, some things insightful) or participate in web experiments like the wildly awesome the3six5 project or little scraps of paper, (great explorations in lifestreaming and creative processes) or set up a Kickstarter project for your community. There’s so much to do, but you must be willing to  try. Inspiration for a great connections insight could very well lie in this kind of experimentation. And if not, it’s just fun. And no one can take this knowledge away from you.

Be social. Talk to your friends in the industry and almost more importantly, far outside of it (hello lovely people!). Engage in social media. Start talking, eventually people will listen. Or die trying. There are so many incredible people in the Tweetverse to learn from. Some are stateside, many from outside. I discovered Made by Many through Twitter, and find them hugely insightful and inspirational. Learn from new folks with divergent perspectives, it makes you better. Listen from within as well (media, PR, creative, digital, search…), insights are everywhere if you’re open to them.

Think content strategy. Now. Yes, it’s one more thing that we need to get a (fast) handle on. The essence is that we have a whole “changing world” of communications and social media is a massive part of it (duh). And if you’re anything like me, scrambling to figure out how to integrate it into your “normal” strategic processes. It’s building models to shape our thinking around creating a cohesive content strategy. Models that will likely need to change within the time you “start” the deck and finish it. Accept it. Breathe. Iteration.

Note, not talking about a “social media” strategy, but a content strategy. It’s less about the medium itself- it’s not *just* about having a mere “presence” in social, but doing something worthwhile in the space. Of course you have to understand where it goes to make something truly relevant and engaging (with the “right” people), but helping to shape those inherently ’social ideas’ (thank you Gareth Kay) that turns into content is hugely important part of what we can do.

Re-think the brief. It is what we do, I’ve come to accept it. Changing what a brief means can be a great means of starting to change the paradigm. Realizing that the “piece of paper” isn’t going anywhere (except for perhaps an iPad brief, which would rock my world), we’ve got to think about ways to express and inspire in fun new ways. A video montage?  An offsite? Perhaps dressing up and rapping a brief? OK, perhaps not the last one. But that would be awful entertaining… Also realize that there is no “passing of the baton” anymore–the brief is just the beginning for us. It is the era of the iterative brief. Evolve, be flexible, and know when to stand up for what you believe in when you have to. I know this is redundant, but it’s really about creating ideas/stuff, not just the set up or “the deck”.

Be genuine, treat your teams with the utmost respect. There was a disturbing article in AdAge recently that talked about  the brief writing process and it actually made my stomach turn. “Talk to the Creatives on Your Shop’s Team Like They’re in Kindergarten” Needless to say it was riddled with self-righteousness and ridiculous claims that things need to be dumbed down for briefing/development. There’s a difference between making things understandable and digestable and being childishly simplistic. We lose key ideas if we make things too simple–sometimes three words just won’t cut it.

Don’t be afraid to consider yourself “creative” You are by trade, in a creative profession. Some of you will think this goes without saying, but there are some who are afraid of tiptoeing over into creative strategy. While this is just my opinion, creative thinking should come from every orifice of an agency. Don’t limit yourself. If it’s an authentic part of who you are, don’t hide from creativity. Be fearless (you’re gonna get shot down a few times), be open to conversation and take the time to learn from your creative department.

Put some madness back into method. Wise words from Devika Bulchandani when talking about how planners are often seen as putting method into madness, the reverse is really what is true. Take a bunch of disparate pieces of information (consumer insights, connections insights, digital technologies) and try your hardest to pull together. It’s not easy and I can’t say that I’ve done it perfectly myself quite yet, but it is our constant challenge.

Again, I welcome more ideas, recognize that this list is HARDLY exhaustive, so let’s start creating together.

Recommended watching: RedScout’s series on the future of planning.  http://vimeo.com/redscout

(image via Behance Anna Rusakova)

Technology began as an austere, cold concept. Technology as we understand it going into 2010 has evolved so far from those fearful notions of Y2K in 1999. In 1999 computers and technology were helpful parts of life, yet still feared. Uncertainty, uncontrolled-lest we forget the sheer terror of the clock striking midnight December 31, 1999? What is this machine capable of when the numbers changed?  But times are a changing as we shift into a new decade. Technology is yet again re-born with a more human face. And no, I’m not talking about Max Headroom.

But how and why did this happen? Well, it started when innovation found a soul and beating heart. And then the magic began. The machine became less…machine-y. Thanks to brands like Apple, technology became approachable and easy.  Designed FOR humans and the way they interact and behave rather than just pure utility. Techno-phobes, who were plagued with deep-set fears of being unable to program a VCR began to dissipate. Technology became our friend and trusted partner.

Then this little thing called social media emerged. And suddenly (actually not so suddenly) technology wasn’t so scary any more. It became what connects us to other people, places and things in our lives that truly matter. “Googling” became the way to answer life’s great questions. And soon enough, life without technology was a distant memory.

I don’t often write about a single campaign persay, but this is going to be an exception. The Google Chrome work is just too good to not talk about here. BBH Labs London/NYC and Glue have put together a fabulous series of video vignettes in support of Google Chrome-bringing to life the heart and functionality of the Chrome browser.

Click here to view the embedded video.

This is a case study epitomizes so many things that illustrate the “best in show” of campaigns: storytelling, a “big idea” (and to some degree, a series of smaller ideas that build into a big idea) and extraordinary creative execution.  Watching “the making of” is quite an experience. The meticulous (and potentially dangerous!) use of mercury, harpists delicately interpreting the finest motions (wearing a mask) and the absolute passion of the crocheting director is awe-inspiring. And it made cold technology something warm and inviting. It was a human experience. In that beautiful notion of life and art meeting technology. In a very Google sort of way.

Click here to view the embedded video.

What is a “google experience” –to anyone who attended the recent planning conference reading this, let’s go back to that session building apps for Chrome. We learned that everything about google is about solving user problems without ever disturbing the user experience. Seamless integration. But it always comes back to being about appealing to the most human needs in technology. This campaign is an artful, fun and approachable manifestation of that idea.

You MUST read this article from BBH Labs to get a true appreciation:

http://bbh-labs.com/google-chrome-behind-the-scenes

As a woman who spent much of her adult life in Southern California, where surface level beauty is critical part of everyday life, I know first hand the role of advertising and celebrity has in shaping the notion of what beauty is. The Betty Friedan in me wishes I could stand triumphantly in front of you all and say that I don’t subject myself to fitting the standards the fashion magazine set, but that would be a lie. I, like millions of others am lured by the hope that the beauty industry sells surrounded with vats of products that promise a more beautiful, better me. But things are starting to change.

The Campaign for Real Beauty by Dove years back, spoke volumes on the unrealistic notion of beauty. But if this was all so true and we as a population were so fed up, why does popular culture still celebrate this impossible “dream”? Beauty plays such a critical role in our lives-it is a benchmark of success, of wealth, of status. Sacrificing this all together is not an option for many. But paradigms are slowly shifting to take us all to a more honest place. Transparency is meeting beauty as it has in so many other categories.

Click here to view the embedded video.

I think that beauty and fashion are at the same crossroads so MANY things are right now. We’re redefining these old conventions. The hilarious, very honest Chris Rock documentary “Good Hair” is a great example of this changing ideal. We are living in a time of transparency and all of a sudden, there’s an openness that didn’t exist a few years back. There’s a pride in honesty. It takes too much energy to hide these beauty secrets. Whether it’s admitting you’re addicted to the “creamy crack” (relaxer) or unapologetically not wearing any make-up, we are becoming more and more proud of being un-done. Does this mean you will see women forsake their favorite products–hardly! but it does give permission to throw on sweats and maybe just a fabulous pair of sunglasses without the makeup. More than anything, we’ll live to tell  the story. Girlfriends, sisters, co-workers, it’s now about unveiling your secrets to the most amazing you. Go ahead. Admit it.

Baby steps.

What I would like to touch on here was the feeling of empowerment and well, responsibility, on all of us to start breaking old paradigms and making things that are really going to work for our clients and ultimately restore our sanity.  It’s not going to be easy, but we have to do it.  It’s not change for change sake, or that we are a bunch of “rebellious kids”. It’s change because the WHOLE WORLD HAS CHANGED. It’s time to wake up.

We are in a radically different communications world than we were even a year ago. A statistic like 1 out of every 4 pages viewed in the US is facebook is staggering–it’s NOT A FAD. Social media is changing the way we communicate. As I’ve said many times before, Facebook won’t be “it” forever, but there will be something else that will take it to even the next level. It’ll only get deeper. And no it is not about broadcasting to the world that you’re eating a sandwich. Take that a step further…you (as in ANYONE with access to the internet) have the power to broadcast yourself. As mobile technology surges forward and becomes more accessible, it will empower MORE people to have this real time access. THIS is the nugget we all have to be thinking about. Bad review? Be prepared. That loud 5% is going to get EVEN louder. EVEN faster.

So what does that mean to advertising/communications? Well first and foremost, let’s not get any delusions of grandeur. We (advertisers/marketers) aren’t as important as we would love to think we are. Unless our brands are TRULY pervasive, smart and unyieldingly transparent, we’re in a bit of trouble. It’s not just about having a clever positioning, snappy tagline and a few nice pictures. You must mean more. It’s about actions. Actions born of beliefs. Ask yourself what your brand does in this world to make it matter to your audiences. That’s your new approach to advertising.

I believe a really great articulation of this came in the Advocacy and Conversation talk from Frank Striefler. Yes, I’m a bit biased, as I worked with him in crafting the presentation/workshop, but in all sincerity Frank is one of the most gifted thinkers I’ve ever had the honor to work with,  it was an incredible learning experience. Creating a framework that was complex, yet completely understandable was not a feat for the weak of heart (then again, creating advocacy is not easy either, and over simplification is a complete error). This is something I’m incredibly proud to say I was a part of, so please peruse. It’s truly built to provoke thought, so soak it in for a second! It’s fun stuff!!

And I encourage you to follow up on some of the readings suggested in the presentation. I assure you, they will change the way you look at what you do.

http://www.slideshare.net/strieflerf/planningness-conference-draft1

Impromptu dancing in the streets. What’s going on lately?? No, I’m not talking about the early 80’s Lionel Ritchie music video for All Night Long (although…) what I’m talking about this trend towards the infectious flash mob. While flash mobs are rooted in more serious foundation–political flash mobs for instance–are large groups of people who are mobilized by some kind of telecommunication (or social media now)  to a brief, usually loud, public gathering. Lately this has been translated into flash mobs a part of a greater plan to “attack” -with fabulous choreography. West Side Story? Not at all. But it’s become a very popular viral marketing tactic. Whether it’s an ad campaign/stunt, TV show, awards show…impromptu dance is where it is at.

T-Mobile owns this flash mob phenomenon, perfected with Oprah’s 24th Anniversary show with the Black Eyed Peas, who turned the city of Chicago into an impromptu dance party brought. With Oprah using her *TMobile* phone to take pictures of the audience. From Life for Sharing’s performance piece in Trafalgar Square, TMobile is definitely cuing into something bigger.

It’s not just dance –although the dance phenom is also heating up– there’s something about collective joy that dancing can bring, especially the kind that’s depicted in these silly flash mobs, that is infectious. In an interesting article in the New York Times this weekend by Clive Thompson on the “epidemic nature of happiness” (article). As a nation we’re starting to awaken to hope again as the economy slowly starts to turn for the better. While our immediate reaction should be cautious optimism, these outbursts of joy seem to be speaking volumes of what we are REALLY feeling. With no end in sight, this joy and happiness will hopefully remain infectious as ever for as long as possible. And I personally, can’t wait to get caught at a Grand Central Station to a random flash mobbing…

Go ahead. Be happy. I dare you.

I couldn’t resist. Watch it. I won’t tell…

Click here to view the embedded video.

Reading through the latest article from Fast Company on winning social media strategies (Best Promotion of Social Media Strategy) and while no real surprise seeing Nike in the top three (I’ve talked about the awesome NikeWomen campaign before…), but the other two: non-profit the Humane Society and taking top honors, Whole Foods, were more than a little surprising.

Why? Because of their unwavering simplicity. There isn’t need for glitzy images and gimmick laden promotions. It’s taking basic consumer needs, give them a fair voice, let them speak how they please, have a great product/service and you’re on your way to a “social media strategy”.

OK. Agreed-that’s overly simplistic. If it was that easy, I wouldn’t have a job either. But fundamentally, there needs to be a few basics to “live effectively” in the social space as a brand.

1) Have a voice. It doesn’t necessarily have to be funny or quirky to be noticed. But you must have a well-defined point of view. It can (and should) develop and evolve over time.

2) Have interesting things to say. This should go without saying, but some of the biggest companies (who shall remain nameless for this exercise) are shockingly uninteresting.

3) Be prepared to listen. If someone says something bad about you, fight the knee-jerk reflex to run and erase the comment. It’s a fabulous opportunity for you as a brand to step up. You can’t put yourself out there only hoping to hear the good. Sorry, but this is the hard part about the “two-way conversation”. The bright side? Consider this real-time focus groups running 24/7 at little to no cost to you. Rejoice.

4) Use social media as a real tool.  It’s not just a box to check off when presenting a marketing plan; it has legs that no other “medium” to date has possessed. If you do it right, there is such outstanding potential to grow more than just consumers, but a whole sphere of truly engaged loyalists. Yes, I said those two favorite words advertising friends. Take heed.

First, they were smart with advertising, buying on mass-purchasing “cheap” TV spots, and any spare banner space they could get their paws on. Was it highly strategic? Not so much. But with 4 million in sales and counting, I would say-not too shabby!

And then there’s the pure awesomeness of the product itself. Or lack thereof. In a time of such economic distress and uncertainty, there’s something oddly…comforting about this blanket with arms. It’s insane. Probably not worth the $19.95+S+H, but yet it gives us hope. Hope that we WILL smile again. Don one as you go on a Snuggie pub crawl, forgetting the trials and tribulations of your everyday realities. An easy, frivolous thing. For a second, let’s just NOT be serious. It’s okay. Let your hair down and throw on your snuggie.

Lastly: imitation is the greatest form of flattery? If so then as CNN recently reported in a segment on the Snuggie — “has spawned all sorts of online imitators” and later mentioned the Slanket as one “of the other versions of the Snuggie out there.” A slanket? Really?

Check it out for yourself: http://www.patagonia.com/web/us/tinshed/index.jsp

Image: http://www.patagonia.com/web/us/tinshed/index.jsp