Over 2 days at one of the many Acadamy of Art buildings in San Francisco, Mark Lewis (Planning Director for DDB West) put on a great show!!!
I took to the sky late Friday night, unfortunatly missing the first day of seminars, but landed safley to jump into the action of day two!
My seminars began promptly at 8:45 with Connection Planning in 2009. Over the course of 2 hours we broke down a now media planning silo, and built a new perception comprising of a 51/49 percentage of experience planning and media planning, respectivly.
Next was the use of Commercial Semiotics. Very helpful for young planners. We got to dive into a great ad, of which I'm familiar, Sony Balls by Fallon London (among other pieces of art and technology). We deconstructed the consumer, social, and cultural research aspects of the piece to really get at how semiotics is about defining culture.
After lunch I participated in How To Do Stand Up Comedy. This was intense but highly insighful as to how effective writing and planning can truly deliver a great narrative. Another high point, was the reality that great comedy is built on negative connections, which a nice approach to the positivity storytelling that adland is all about!
Nearing the end of just one day, Adrian Ho from Zeus Jones really helped define planning in the 21st Century & Modern Branding tools. We got into groups by which month our birthdays fell into and developed new and innovative tools for which could help bring a brand into the modern world. Team August really delivered a great way of bringing the battle of Love & Hate into the conversation about 'where my brand is and where I want it to be.'
We were lucky enough to have a last minute, quick tutorial lecture on story telling and it's power, followed by drink complements of Google!!
Planningness 2010 is a MUST, for if you like what you just read, it was only 25% of what was available over the two days. Imagine what next year will bring?!?!
-- Posted from my iPhone
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