I spent last night at Stratstock trying to find out how the other half plan. Each talk had its merits but there were two guys Martin off of Glue and David Bain off of BMB, that were exceptional.
Martin as usual spoke around the idea of company speak over brand speak and the fact
“You can’t bore people into buying"
Living up to what he preaches regarding the idea of being interesting.
David spoke around advertising start-ups. Now, this may not have been his exact position but what I took from his talk is that start-ups are successful (in terms of planning) for two reasons.
A) They think how ever they damn well please without the burden of entrenched process.
B) They are hungry for new clients so their planners have to do a kind of horizontal or bendy planning where they swat up on a broad range of industries and clients.
The above however can also be a state of mind rather than a time within an agencies life.
I (as part of an even bigger crowd) will enter the industry without the burden of processed thinking, although perhaps a little too unrefined; and due to lack of experience, forced to expand my knowledge of various industries. Does that mean that graduates would build the best start up creative agencies? Probably not. But assuming that we are all micro business pushing our wears onto the industry, the only way to keep ourselves in a perpetual state of newness, is to align ourselves an agency we believe in and mentors to shake us if we become stagnant!
I also have another idea… to be shared later J
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