Months and months ago I foolishly agreed to speak at the IPA Strategy group conference.
(I imagine there's something there to promote the conference but since I'm not a member of the IPA I can't get in to see. How dumb.)
The conference is all about how communications strategy will have changed by 2015. They originally wanted me to talk about demographics and cultural change and how anglo-saxon or not the world will be by then, but since that seems to require actual knowledge and work I said I couldn't do that.
Instead I've offered to talk about how planning practise might change, what tools we'll be using, what skills we'll need, where we might be working, what life as a planner might be like. Obviously, I have no idea about this either. But I've found these three illustrations of where planning life might be going. And I'm going to post some speculations on here. If anyone has anything to chuck in, I'd love to hear it.
My first thought is that blogging (or whatever it evolves into) is going to be a core planning skill very soon. I think I'd be very reluctant to hire anyone who didn't have a blog. (If I was hiring. And I'm not so don't ask.) It teaches you all sorts of good stuff - precis, collaboration, generousity. And it's a really useful communications skill for the kind of distributed businesses we're all likely to be living in.
I have one question and one rambling.
The question is: given the differentiation brands are achieving in different areas, do you think planning will be more and more territory-related (meaning: it will be difficult for an italian born and raised planner to move to the UK or to the USA)? This question leads to my rambling:
since agencies are asking planners thoughts outside the usual advertising (prints, tv, otdoors...), I feel like account planners will merge more and more with city planners, those guys who have to consider where to put supermarkets or malls.
Does it makes any sense?
Posted by: Luca Vergano | September 20, 2005 at 04:01 PM
I think the blog thing is very true. Its communication at its most personal level.
It also filters from/through the idea that the shop assistants are your most important workers as they speak with your customers everyday.
Effective planning is surely going to encompass a wider and wider net as the continuing march of technology brings buyers and sellers together online in a much deeper fashion.
One image I like is of 4 guys looking at a bilboard advert with an animal.
The first says "its a gorilla!"
The second says "no, its a chimpanzee!!"
The third says "Isnt it an ape?"
The fourth guy turns and says "Actually, I think youll find its a poster."
:)
Posted by: Rob Mortimer | September 20, 2005 at 09:46 PM
Nice thought Rob. Personally I still think it is about two things: firstly it is about understanding human beings better and then understanding the appropriatness of certain moments of connection using respect, reward and relevance as filters. We will probably be known as Audience Engagement Technicians or somesuch (just kidding folks). Secondly I think we will become more responsible for providing the inspiration that leads to innovation both internally and for clients. And yes I too have a blog Russell and think all planners should as a pre-requisite.
Posted by: Holycow | September 22, 2005 at 02:08 PM
You see, this is working.
These are all already better thoughts than any I was going to have. I'm traveling a bit right now, so I can't reply in depth - but I'll post some more thoughts on Monday.
Posted by: russell | September 23, 2005 at 02:52 PM
I came across your blog via your recent AdlandRants posting and quite agree about planning and blogging's connection.
Your essay about what planners do also struck a chord. I have grown tired of answering the question "what do you do, anyway" so I am relieved to discover you have neatly answered the question in a format that I can share with infidels and non-believers.
BTW our planning department blog is here, you might like it. Or you might hate it, in which case please make a controversial comment! Actually, please feel free to make a comment in either case.
http://digitalhive.blogs.com/digiblog/
Posted by: Jeff Flemings | September 29, 2005 at 09:39 PM