there has been some really interesting input already
I also quite like the slow pace, it's so luxurious still having 5 months to think about this
but I also really like David H's suggestion of working out something totally surprising to say & didnt want to lose that as things necessarily get more narrowly focused
it's still got to have something with the future of planning I guess
planners have often gone on to apply the same skills in new areas
eg kay scorah went off to work on hollywood movies
mt rainey just started a big internet social venture
but planning I suppose only strictly makes sense as a term within marketing communications agencies or similar
so what would be a really lateral way of tackling this?
(forget the speech. I mean a lateral way of thinking about the issue)
here's one starting point;
in the communist state army post 1917 there were two officers per position - one military & one political...
(I suppose one question is whether the division of labour in our industry is similarlty daft?)
Subscribe to:
Post Comments (Atom)
3 comments:
Great post today from The Adlads proposing that creative teams (i.e. art director /copywriter) should be replaced by creative/planner teams.
I'm not saying its practical/feasible/sensible, but some interesting thoughts:
http://adlads.wordpress.com/2008/02/25/old-ways-of-working-will-die-with-the-old-skool/
I particularly liked: This isn’t to say that the planner is the total and utter gimp of the creative. Far from it. They are a crucial part of the stimulus which gets to the idea :-)
Well spotted
My impression is that in a creative digital hotshop (like the one I have been working with recently) it's already quite a bit like that anyway
Advertising is the only industry that would call people 'creatives'; elsewhere they are architects, producers, writers, designers & so on. It's perhaps even born out of insecurity in that those people do work with creative people like photographers, stylists, directors...?
Creativity is a very practical thing when it comes down to it, you create something - be it a website, film, new collection etc. Of course an artistic vision plays a role but so do craft skills. Generally such people hold the whole project in their head; even including budgeting and so on.
One thing that made advertising creativity so precious (both senses) was the very limited space it worked in. A bit like those specialists who make the titles at the start of movies.
In many cases you could argue that it's way overcooked. The headlines in the newspapers are 1000 times more interesting than those of most ads, which is why ads perhaps are so shrill.
The thing that probably is important to preserve is the idea of creative teams, collaborating to explore something from many angles, develop it & so on. That's a common factor in many creative industries eg scriptwriter teams that work on big TV shows.
I don't remember ever going to work on Hollywood movies. However, it's an urban legend that makes me sound so impossibly glamorous that I'm rather pleased with it. Thanks. Kay Scorah
Post a Comment