As advertising and agencies has changed, so has planning. Here’s how I see what planning is (or at least what it should be) in 2010.
As advertising and agencies has changed, so has planning. Here’s how I see what planning is (or at least what it should be) in 2010.
November 29th, 2010 at 19:16
I think this is quite good, but just a few thoughts:
- I still don’t get why people are using the word “post-digital”. It doesn’t make much sense to me. Can you elaborate on what you mean by “post-digital” please?
- I don’t think it’s intuitive over logical. I think it is actually the proper balance of both: intuitive and analytical thinking. In essence, what many of us are calling Design thinking.
- We will still need to understand old models, and create new ones. Models help us derive the operating or UX principles.
November 29th, 2010 at 19:30
Post-digital means we shouldn’t be too concerned about media for the sake of it. A modern agency should be able to handle all channels – by learning and collaborating with external partners. Digital channels and technology is of course both relevant and interesting, but they should never take the focus of the task at hand.
Of course planning should always be both intuitive and logical. But it’s a matter of your belief in how you approach problem-solving. I see one problem with respect to logical problem-solving: you’re not the only smart person in the world. So even though your solution is logical it might not be unique. Balance is good as long as it doesn’t mean compromising.
Models are good, but when it comes to technology you need to break new ground. So yesterday’s model might not be relevant for solving tomorrow’s problem. And the half-life of models are getting shorter the more digital we get.
But that’s only my opinion.
November 29th, 2010 at 20:25
Models are continually evolving, and still embraced by marketing + advertising agencies to map successive, genre-defining integrated & digital solutions for brands. Cases in point: Razorfish, AKQA, R/GA, and BBH Labs.
The concept of a “model” does not necessarily mean a methodology, tool, or step-by-step process. Rather, it should be dynamic, changing forms to fit business environment context, client’s situations/problems, and the people with whom we are trying to connect.
Intuition is emotional-based, and most times, still needs to be leveraged on hardcore strategic principles for it make sense, and for one to push the envelope and develop/recommend/execute solutions for clients.
November 29th, 2010 at 21:05
Not focussing on models doesn’t mean total absence. Every agency has a toolbox of different models to be used for every situation and task at hand. But models also tend to be the same across most agencies with very little differentiation between them. We use models at Jung von Matt too. But we’re pragmatic enough to not rely on them as a way of creating differentiating work. So, this blog post is really about where you as a planner put your focus and what you believe to be the way to do great work.