How To Be a Planner That Can Sleep at Night
2.21.2013, 7:30am to 9:30am
International Market Square
275 Market Street
Minneapolis, Minnesota 55405
FREE for Members* / $40 for Non-Members / $15 for Students
We are The Foundation. Our mantra is Get Back to Work, and that’s what we hope to help you do. Outsourced IT companies have bad reputations, which is why we think different. We were born and raised in the creative industry, and our goal is your success. We fix so you can create. We build infrastructure so you can focus. Enabling is what we do, and that’s just one way we’re different.
A talk by Adam Chorney, Director of Connection Planning at Fallon.
Over the past 30 years, account planning has been perhaps the most successful contribution the advertising industry has made to the business world. Its basic premise—that consumer insight yields more effective work—has permanently altered how companies go to market. So much so, in fact, that much of the insight role has now been in-sourced by our clients.
But, in getting so big, “insight” got bad. In too many cases, it’s evolved into a blunt, cynical tool wielded with brute force, rather than an instrument of optimism to be wielded with sensitivity and a deft touch. Our industry uses insight as if it were a marionette that can manipulate people into buying things. Not only is that just plain wrong, but it has also led to a whole lot of crap advertising that isn’t even effective. We can do better.
This talk will propose that, despite planning’s role in steering the industry toward this insidious cynicism, with a fundamental attitude adjustment, planners can help us reverse course. It will attempt to paint a more hopeful picture of how insight can yield great work (that works), letting agencies (and clients) sleep better at night, knowing they’ve made advertising a little less bad.
* Members can attend this event at no charge if registered 48 hours in advance. Member registrations within 48 hours of the event and on-site at the event will be charged $40.
|6.20.2013||Ad Fed/Ad 2 Pub Crawl|
|10.4.2013||Central Regional Conference|