Monday, February 5, 2007

Thot bubbled #25

Hmm...what is the difference between a Planner and a Creative Planner? Isn't a Planner supposed to be creative and work to break the barriers between the creative and the non-creative? Hmm.
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6 comments:

Unknown said...

3 word answer - advertising loves silos...

actually old farts in our business love silos!

i think most good planners are creative...actually everyone is creative( if we wish to look beyond tacky headlines and 30sec commercials)

and all good creatives are strategic...no exceptions to the rule...

silos exist to protect old fiefdoms...

technology/ new media will finally break this berlin wall in 2010:-)

i will be part of the first 'everyones-a-creative' agency...you might be a part of that agency as well...depends who hires whom LOL

In 2015, the word department will be dropped from agencies...Actually the word 'agency' itself will morph into 'ideancy' by Sep 2012...

all old farts will be booted out by an audience poll...No life lines..

thats it uber...more than ever before, i believe in 'hate something, change something'

at a recent conference, I actually put forward the new framework

planner + creative > Art D + Copy W
got stares, puzzled looks and a lot of quiet applause!! I think so :-)

lets talk on this...as you can see, this issue is a 'cause' for me :-) I want to be part of the movement that ends the creative apartheid in an agency:-)

February 7, 2007 at 11:21:00 PM GMT+5:30
Kaj said...

HMM... yeah... i remember having that planner + creative> Art + W talk on email a few weeks ago

February 8, 2007 at 12:07:00 AM GMT+5:30
Subramaniam Avinash said...

Question: Where does that leave the arti director? In a world that's going increasingly visual in its advertising, how can we not include the art director in the mix? I have a friend, Anantha, who works an agency with no suits. I think an agency without a silo called client servicing is the way forward. It still doesn't answer the question: what is the difference between a creative planner and a planner. Blaiq labels himself as a 'creative planner'. i wonder why he hasn't chipped in with his thoughts. i'm a creative planner too, but i'm not sure what that means.

February 8, 2007 at 9:07:00 AM GMT+5:30
Subramaniam Avinash said...

by the way, the agency anantha works in is a nice little place called 1pointsize, chennai. And one of the places he blogs at http://brandnama.blogspot.com. Fine mind that chap.

February 8, 2007 at 9:08:00 AM GMT+5:30
Unknown said...

okay let me see if i am clear on the subject myself...

1.creativity( more intuition, serendipity and gut based) and strategy( more analysis, rigour and thought based) are two ends of the same continuum.

joined in the middle by the IDEA...

Now some people may be pure creatives...some pure thinkers and the rest a mix of the two...

and anyone can get the IDEA first/ fast/ furious...

the greats of our business - Bernbach, Ogilvy, Burnett, Dan Wieden, Ranjan Kapur were/ are all creative planners...in fact they were brilliant suits as well!!

then some old farts put the silos...and now we question whats a creative planner?? why suits?

2. its cool to deride suits today...but only because there is lots of mediocre talent. we need guys to build relationships with clients...Pure creativity and great planning alone I believe can't replace client relationships!
And that means playing golf with the CEO also...Lets get real!

maybe you don't need a separate department, but you need business thinkers, communication thinkers and pure ideators to have those relationship skills now and for all times in the future...

I work with Josy(Paul) and he has better realationship building skills with clients than either the business head or me...

the most creative suit in my group is a gentleman called Martin Sorrell...and he is a bean counter as well!! I believe he is more creative than almost all CDs i know( that's no benchmark though:-)

3. A creative i thought included art director...and visual thinking i think is beyond art direction. its a basic human skill which all children excel at before our word skewed education screws that talent...yes i agree we need the art dir. more now than anytime in the past...
so
Creative(A or C) + Planner >AD + CW

4. i think am a creative planner too...maybe i shud get in on my business card/ the blog/ e-mail id...
and to me that means to enjoy work without ever thinking about silos...

in real terms it means if you are good and determined and willing to fight(pity), doing a campaign/ creative over and above the strategy/ thinking...provided your work is better than the pure creatives' work...

i managed to sell a campaign to Flying Machine which was done by me, a free-lance art person and a young talented suit at David( BTW, i hate this word). Its another stereotyping which planning and creatives are reinforcing!!

Once upon a time, i was a suit and i was not ashamed to be one...yes, i did a lot of grunt work but that was a systemic anomaly nothing wrong with me, i guess :-)

February 8, 2007 at 9:42:00 AM GMT+5:30
blaiq said...

I didn't chip in before because I didn't know the definitive answer to your question, UberM. All I know is that I don't want to be known as anything but a creative planner :)

February 8, 2007 at 9:52:00 AM GMT+5:30

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