Well, I return. But just for one last post...I guess I want to come full circle with this blog.
As you may have figured out, by knowing me or reading this blog, things weren't quite going my way and I felt that I needed to make some very serious changes.
For one, you read about my transition into a house as a short-term alternative for staying in the craptastic place they called an apartment complex that was my nightmare of broken air conditioners, no hot water, incompetent office staff, and asshole neighbors. Am I exaggerating? I don't really think so.
Update on the housing situation is that I lived at the house for about 6 weeks and was able to move into a very lovely apartment that I was hesitant to get attached to at first, but now I call home. I truly love my new apartment and I'm just so glad that I don't have to worry about my living situation on a daily basis anymore.
You may have guessed that this living transition came with much, much more - and you'd be right, a new job. Though I learned a lot of the basics of research and supporting my Planning team, I quickly outgrew that position because Planning is much more about strategy than it is about research. When I asked my manager for more responsibility, I was essentially denied and that's not the kind of environment that I want to be in.
In advertising, networking is everything. And a dear friend Christie that first mentored me at my very first job was able to help me out once again with an important career move. I am now settled into a great agency where I can really use my brain and my talents to move forward. I dropped the crappy Junior title that does nothing but make you feel beneath others and have moved on to kicking some ass! ;)
My new position is a great position for growing and learning about creating strategies for clients. I have already tackled so many interesting challenges and I look forward to more.
So with this huge change is an absolute life change. A second chance at living in Dallas...
Now the only problem is that I'm not a huge fan of Dallas. More than that, I'm really starting to hate it. But what that means for me now is that I will enjoy my apartment and enjoy my job until these things run their course. After that, it is adios Dallas.
I believe I know where my next move will take me, at least city-wise, but it is something that I will take my remaining time in Dallas to look forward to, prepare for, and hopefully ultimately achieve.
Thank you for reading my blog. I highly recommend my recap of the '08 Planning Conference for any of you who have landed here wanting to know more about Account Planning.
I may have another blog floating out there somewhere about my next adventure...
So long!
Showing posts with label Advertising. Show all posts
Showing posts with label Advertising. Show all posts
Saturday, June 27, 2009
Sunday, July 27, 2008
Mamma Mia + Confetti
Had a great movie experience with some work gals on Friday - we went to see Mamma Mia!
The movie is just fun, rocking the ABBA songs, and it was nice to have a little outing. Then we got a great big surprise right as the movie ended. I'm not giving anything away here - there's a singing and dancing sequence at the end as the credits are rolling. Right as that started, some people at the front of the theater started to blow confetti up into the audience. I mean, it was a big surprise, was really loud, and was just ridiculous with all this confetti blowing up into the audience!
The confetti was in the movie too, which at this point we couldn't even hear. I think the confetti was getting shot into the audience for a good minute straight. Finally everyone, up to the top row, had confetti falling on them and everyone was up and out of their seats playing with it. Laughing, looking around, trying to figure out what was happening.
Finally the sound and spray was over and everyone kind of starts to leave but then Meryl Streep pops up again and says, "You want another one?!!" Then they launch into another song and it was great. :D
Alright, now for the nerdy advertising part of me - while it was happening I was thinking, "huh, I wonder who thought of this stunt! And what company sends people out to do this? This is something to look into!!" Total nerd, I know, but it was a fun experience.
But I don't know how they cleaned up all that confetti - it was everywhere! We even saw it trailing into the rest of the mall as it got caught on people's shoes.
I did a quick search and noticed that a few other people blogged about it so it's causing a bit of a stir. I have to say, it was a pretty good stunt.
Friday, July 11, 2008
Here's What I Haven't Learned
You know, I have tried to reflect on some of the experiences I have had working as a Junior Account Planner at an ad agency. I have learned so much and as I approach my one year anniversary with the company, I am looking ahead at my goals for the future and where I stand now. Having just had my annual review, it showed me what I am doing well and what I need to work on. I appreciate the feedback because I want to learn and grow and do better.
However, I have found that there are some things from the agency that I have yet to learn that I consider essential - it's not one-sided. If I don't have the back-up of someone teaching me then it is just giving, giving, giving and all that I learn is simply what I have made of a situation. Experience has taught me so much and I think for a while that is enough. But right now I am looking for specific skills that I expect to be taught.
In school, we learned about being creative, about understanding the target, and about boiling things down into big but concise, single-minded ideas. This is a great way to learn about planning and I wouldn't expect anything less. My experience thus far in the agency has taught me the challenges of applying this learning to the work I do. As I've said before, I have worked on every client in the house at least once and by this point there are a few key accounts that I know more about.
The next step for me is taking care of an account of my own. I am currently trying to work towards that. Here's the kicker, this is where I need my agency to step in. The things that I don't know about right now are which meetings I should attend, how and when I should provide strategic feedback, and the timelines for working on projects and with teams. To me, this is information that my agency needs to be providing me, not something I will necessarily just know to do on my own.
As a junior, you are working through other planners so you are relatively removed from this process. I'm not sure how it works at most agencies, but I think the idea is to have a junior sit in with another planner in meetings to start to understand the process and understand the role of an Account Planner in those situations. This is the experience I lack.
Part of this is perhaps agency structure - do the project managers know to invite us to meetings? They set up most of the meetings with creatives. Or is it that the team needs to understand that I am working on their account and to include me - I know that one has been done. Is it that they forget to invite me and then the project is already underway? How did we get to the point where I am invited to a meeting here, a meeting there but still expected to perform? I'm sorry but I missed a few steps and you're expecting me to just know.
At this point, I am trying to push past this wall and I'm not getting the help I need. But I feel like this is such a small part of it...maybe I should be able to just figure this stuff out on my own...? A little education goes a long way and I know that if I simply knew the process from beginning to end, I would have no problem doing the work. I'm not saying I don't understand the steps and how we get from research to strategy to creative, but I'm saying I don't know when and where to show up and nobody invited me to the party.
Sure, it's all new experiences but help me out. Give me just a little nudge and I will take it further than you would expect of me. I want to do well but I need some support.
As with any challenge, find a new way to do it. If I am not given the assistance I will find a way to help myself. Onward...
However, I have found that there are some things from the agency that I have yet to learn that I consider essential - it's not one-sided. If I don't have the back-up of someone teaching me then it is just giving, giving, giving and all that I learn is simply what I have made of a situation. Experience has taught me so much and I think for a while that is enough. But right now I am looking for specific skills that I expect to be taught.
In school, we learned about being creative, about understanding the target, and about boiling things down into big but concise, single-minded ideas. This is a great way to learn about planning and I wouldn't expect anything less. My experience thus far in the agency has taught me the challenges of applying this learning to the work I do. As I've said before, I have worked on every client in the house at least once and by this point there are a few key accounts that I know more about.
The next step for me is taking care of an account of my own. I am currently trying to work towards that. Here's the kicker, this is where I need my agency to step in. The things that I don't know about right now are which meetings I should attend, how and when I should provide strategic feedback, and the timelines for working on projects and with teams. To me, this is information that my agency needs to be providing me, not something I will necessarily just know to do on my own.
As a junior, you are working through other planners so you are relatively removed from this process. I'm not sure how it works at most agencies, but I think the idea is to have a junior sit in with another planner in meetings to start to understand the process and understand the role of an Account Planner in those situations. This is the experience I lack.
Part of this is perhaps agency structure - do the project managers know to invite us to meetings? They set up most of the meetings with creatives. Or is it that the team needs to understand that I am working on their account and to include me - I know that one has been done. Is it that they forget to invite me and then the project is already underway? How did we get to the point where I am invited to a meeting here, a meeting there but still expected to perform? I'm sorry but I missed a few steps and you're expecting me to just know.
At this point, I am trying to push past this wall and I'm not getting the help I need. But I feel like this is such a small part of it...maybe I should be able to just figure this stuff out on my own...? A little education goes a long way and I know that if I simply knew the process from beginning to end, I would have no problem doing the work. I'm not saying I don't understand the steps and how we get from research to strategy to creative, but I'm saying I don't know when and where to show up and nobody invited me to the party.
Sure, it's all new experiences but help me out. Give me just a little nudge and I will take it further than you would expect of me. I want to do well but I need some support.
As with any challenge, find a new way to do it. If I am not given the assistance I will find a way to help myself. Onward...
Wednesday, July 9, 2008
A New Side of Research
Up until now, my main function in focus groups, interviews, etc. was more behind-the-scenes. That's fine, it helped me learn what all needed to be put in to make sure research ran smoothly and to get some good learning out.
Now that I've done all of the setting up, videotaping, organizing, and anything else you could imagine in the back room, those things come naturally to me and I don't have to think about them any more. No longer do I have to think so hard about using the camera...I just do it.
Today was a great example of finally getting to move beyond this technical back room stuff to focusing more on what was said in the interview. Sure I was behind the camera but I was looking through it at the people we were talking to.
Another thing that has helped me become more involved, besides just knowing the equipment, is my increased confidence in helping out, even on a small task. My input and opinion is valued and often, even if not solicited, is very much wanted. I know that to add something new, like a question the interviewer didn't think of or ask yet or to follow up with a thought on what was said, is to expand on the original thinking. One idea breeds more so that is always helpful. Also, the planner I went out with told me beforehand that I could interject with a question if I felt it was something that would add learning - he opened it up for me to be more involved. I really appreciated it and this is a new trend for me as my role continues to expand.
The next step will be to do more of the actual interviewing and running focus groups. I have of course done things on a small scale such as man on the street, one on ones with people we know to just get some quick scrappy research, and going with other planners that let me interview part of the time. It will just feel good to start running with projects on my own. More experience is what I need now.
On the scale of experience, a fellow planner who was actually conducting the focus groups talked about how good it felt to be able to shoot from the hip more. He didn't need a questionnaire written out, a cheat sheet to look at, he just needed to be listening and reacting and thinking of questions along the way. It was kind of cool to hear him talking about the next thing he learned, felt comfortable with, and was excited about being able to do as it shows the continual progression of a planner - the same assignment but different roles and different stages of development within those roles.
I also hear about planners, and other participants in the focus group/research experience, getting really tired of the same old thing. But when you've learned what to do and hit a plateau, maybe that's a good time to improvise and try something new. If it's getting so boring, revolutionize it.
Just keep on learning.
Now that I've done all of the setting up, videotaping, organizing, and anything else you could imagine in the back room, those things come naturally to me and I don't have to think about them any more. No longer do I have to think so hard about using the camera...I just do it.
Today was a great example of finally getting to move beyond this technical back room stuff to focusing more on what was said in the interview. Sure I was behind the camera but I was looking through it at the people we were talking to.
Another thing that has helped me become more involved, besides just knowing the equipment, is my increased confidence in helping out, even on a small task. My input and opinion is valued and often, even if not solicited, is very much wanted. I know that to add something new, like a question the interviewer didn't think of or ask yet or to follow up with a thought on what was said, is to expand on the original thinking. One idea breeds more so that is always helpful. Also, the planner I went out with told me beforehand that I could interject with a question if I felt it was something that would add learning - he opened it up for me to be more involved. I really appreciated it and this is a new trend for me as my role continues to expand.
The next step will be to do more of the actual interviewing and running focus groups. I have of course done things on a small scale such as man on the street, one on ones with people we know to just get some quick scrappy research, and going with other planners that let me interview part of the time. It will just feel good to start running with projects on my own. More experience is what I need now.
On the scale of experience, a fellow planner who was actually conducting the focus groups talked about how good it felt to be able to shoot from the hip more. He didn't need a questionnaire written out, a cheat sheet to look at, he just needed to be listening and reacting and thinking of questions along the way. It was kind of cool to hear him talking about the next thing he learned, felt comfortable with, and was excited about being able to do as it shows the continual progression of a planner - the same assignment but different roles and different stages of development within those roles.
I also hear about planners, and other participants in the focus group/research experience, getting really tired of the same old thing. But when you've learned what to do and hit a plateau, maybe that's a good time to improvise and try something new. If it's getting so boring, revolutionize it.
Just keep on learning.
Tuesday, May 20, 2008
2 Weeks Of Greatness
Wow, I haven't updated in quite a bit...but for good reason.
I feel a shift at work and I'm pushing for it. More responsibility - check, new role - getting there, redefining how I get work - it's all kind of moving around.
I've wanted this for a while on my own account but I didn't think much about getting in to this role simply by helping one of the other planners out. So there was too much work on one of our clients going down all at once - it's called '09 Planning - and I was in the right place, asking for the right things, at the right time.
Before I knew it, an entire brand was handed over to me, research on another brand was conducted, and I was full-on planner in an instant. I reviewed client direction, did some searching on the target, and wrote a brief. That in itself was wonderful and I was appreciative of the experience. My brief was received very well as written, and only minor adjustments were made before I got to brief creatives.
Okay, so my first brief writing experiences weren't great. I was very disappointed but what could I do? The time was over and had left the building. But all of the sudden I got to redeem my "first" experiences by doing a creative briefing all on my own. Now that was a first that went very well and renewed my faith in my abilities as a planner. I had a great first briefing experience! Woo!
So I got to write a whole brief, do a briefing - wow, thank you! Wait, there's more??
Planning for the next year is like a sped-up version of what we do all year long. It goes from client briefing, to research on the target and creative brief, then the briefing, creative development and internal review, and a final presentation deck. But they're big, broad overarching communications platforms that will direct the work done for next year. Oh, did I mention this all occurs within about a 2-week period? Yeah, crazy!
So my last two weeks have been packed solid with meetings, brainstorms, conference calls, researching, idea formation, strategic feedback, and deck writing. I have not stopped since 3 Friday's ago when I was sitting in a fellow planner's office talking about wanting more responsibility and more opportunities to do plannerly work.
And here I am on the other side just so thankful that I got the opportunity to work on such a cool project. I learned so much about what I should do at certain times in the process as a planner, but also got to put that learning to the test as I was at that instant also supposed to do what I was learning.
The other great thing about this whole experience was that I was working for a team that LOVES having a planner. And they were extra excited because they got the help of TWO planners during this process. They wanted me to be involved, they invited me to every meeting, they valued my feedback and considered it a very important part of what we were doing. I was asked questions, people looked to me for the important solutions, and I became a planner.
I know I talk a lot about not quite feeling like a planner, having moments where I kinda feel like a planner, and I've been told that I am a planner, but I needed to see it to believe it and I also needed to be able to live it. And I was. :) So it's official - I'm a planner.
Going forward, I will be this same planner. My tasks will change but I should come at it with that same confidence every time. That's part of what I was lacking.
I will stress the importance of becoming more involved and I intend on that happening.
It's a new day, the emergence of a new role, and I'm very excited about the possibilities.
I feel a shift at work and I'm pushing for it. More responsibility - check, new role - getting there, redefining how I get work - it's all kind of moving around.
I've wanted this for a while on my own account but I didn't think much about getting in to this role simply by helping one of the other planners out. So there was too much work on one of our clients going down all at once - it's called '09 Planning - and I was in the right place, asking for the right things, at the right time.
Before I knew it, an entire brand was handed over to me, research on another brand was conducted, and I was full-on planner in an instant. I reviewed client direction, did some searching on the target, and wrote a brief. That in itself was wonderful and I was appreciative of the experience. My brief was received very well as written, and only minor adjustments were made before I got to brief creatives.
Okay, so my first brief writing experiences weren't great. I was very disappointed but what could I do? The time was over and had left the building. But all of the sudden I got to redeem my "first" experiences by doing a creative briefing all on my own. Now that was a first that went very well and renewed my faith in my abilities as a planner. I had a great first briefing experience! Woo!
So I got to write a whole brief, do a briefing - wow, thank you! Wait, there's more??
Planning for the next year is like a sped-up version of what we do all year long. It goes from client briefing, to research on the target and creative brief, then the briefing, creative development and internal review, and a final presentation deck. But they're big, broad overarching communications platforms that will direct the work done for next year. Oh, did I mention this all occurs within about a 2-week period? Yeah, crazy!
So my last two weeks have been packed solid with meetings, brainstorms, conference calls, researching, idea formation, strategic feedback, and deck writing. I have not stopped since 3 Friday's ago when I was sitting in a fellow planner's office talking about wanting more responsibility and more opportunities to do plannerly work.
And here I am on the other side just so thankful that I got the opportunity to work on such a cool project. I learned so much about what I should do at certain times in the process as a planner, but also got to put that learning to the test as I was at that instant also supposed to do what I was learning.
The other great thing about this whole experience was that I was working for a team that LOVES having a planner. And they were extra excited because they got the help of TWO planners during this process. They wanted me to be involved, they invited me to every meeting, they valued my feedback and considered it a very important part of what we were doing. I was asked questions, people looked to me for the important solutions, and I became a planner.
I know I talk a lot about not quite feeling like a planner, having moments where I kinda feel like a planner, and I've been told that I am a planner, but I needed to see it to believe it and I also needed to be able to live it. And I was. :) So it's official - I'm a planner.
Going forward, I will be this same planner. My tasks will change but I should come at it with that same confidence every time. That's part of what I was lacking.
I will stress the importance of becoming more involved and I intend on that happening.
It's a new day, the emergence of a new role, and I'm very excited about the possibilities.
Wednesday, May 7, 2008
Recruiter
Ahh, one last little tidbit I forgot to mention...
I got my first ever message from a recruiter today. She's based out of NY and found my information on LinkedIn.
It's crazy because it makes me think back to my first couple of months when my coworkers told me they get a couple of messages per day. It's just kinda weird, but slightly amusing. On the other hand, it gets so busy that having that many people call and sifting through those messages could get annoying.
*I count that as another point in time I felt like a real live planner. :p
I got my first ever message from a recruiter today. She's based out of NY and found my information on LinkedIn.
It's crazy because it makes me think back to my first couple of months when my coworkers told me they get a couple of messages per day. It's just kinda weird, but slightly amusing. On the other hand, it gets so busy that having that many people call and sifting through those messages could get annoying.
*I count that as another point in time I felt like a real live planner. :p
Briefing
I meant to blog so much more tonight, but that's how it goes - I just wanted to make sure to touch on a few things.
So I got sick last week after a difficult week at work. Some nasty bug has been floating around our office and I picked it up big time. I was out for three days which is very uncommon of me and I still seem to be carrying something around in the back of my throat - yuck. Not only did it make me miss out on some focus groups one day, but it messed up a trip to Austin that was planned for more research. I really wanted to go because I haven't seen in-homes done up close and personal, and that's what I missed out on. Besides, it's my hometown so I had set up to see several friends and stay the weekend to see my family. I was so excited and that all just fell apart when I got sick. :(
The hard week at work was due to a lot of things, and it's hard to elaborate. It's more on the personal side of things and so is hard to talk about. I don't think I always paint the most honest picture of work here in my blog because I try to talk about specific things I did and usually it's something I was really excited to be able to do. But there are a lot of things at work I do that aren't as glamorous - not a surprise - and I just don't have a lot to write about. Or if it's something really hard or upsetting, I don't feel like taking more time to dwell over it and just bitch. Then there are things at work that are bad but I haven't figured out that balance of writing about my life, writing about work, and sharing things for all to see. It's still my job and I may affect people that I work with in my writing so I want to be sensitive to that. Just because it's a frustration of mine doesn't mean I should hurt others by being brutally honest. It's just something to keep in mind - the work is certainly not always fresh, new, and exciting.
I will say that the difficult week was ended on a particularly bad note when a bit of miscommunication made things crazy with my team again. It was somewhat similar to my frustrations from my first brief writing, and I felt it was adding on a layer of not good to what I had experienced before. Though I got my supervisor involved, she really doesn't know the whole story and so it ended up not being that helpful. Let's just say that absolute clear communication is needed from everyone so that responsibilities, limitations, and deadlines are all put on the table. A lot of the time I feel like I am reaching out enough and it ends up that there are questions I didn't ask which really would have helped. Then again, I can't anticipate every waking need or desire - I need to be met in the middle.
Grueling week, week of sickness...when I did get back to work, I needed to catch up with everyone and ended talking my voice down to a grating scraggle. It still has a hint of that which is frustrating. Frustrating - that's the word that pretty much sums up a lot of my feelings about several things going on right now and for the past several weeks.
What was a refreshing spot in all of this was last weekend (in between the hard week and the being sick week) - I had one lovely day before I fell to my sick bed. I started with a little Mary Kay action with friends from work, went to the Dallas zoo, went out with friends to a great Mexican food place Chuy's (a place I know from Austin, and apparently there's just one in Dallas), relaxed, and capped off the day with meeting my cousin at a movie. That was great times and definitely something I needed. Unfortunately, my throat had hurt since the morning and decided to turn into full blown blah by the next day.
Okay, well I guess I'm gonna go ahead and write everything out though it's late. Another frustration - not feeling like I'm getting enough done in my evenings and staying up too late.
Alright, this week meant new beginnings. My department moved into their new offices last week and I finally followed by moving away from my first real world cube home...to my second real world cube home. ;) It has been called Strategy Island, the name I like the most thus far, because it's just two cubes together surrounded by window offices. Other cubes are further away. I think I have a temporary neighbor next door but it doesn't really look like anyone's in there. That is, until we bring on a new junior which we're in the process of doing now. So it's a bit isolated in one respect but it is right next to a kitchen area so I'm kind of in the middle of everything at the same time. The reason we moved was to be with the creatives. I think that's a great idea and I like being closer to them, so I just need to settle down into my new place...and decorate a bit more so it's not so gloomy. I liked my old cube so it will be missed.
On to this week, there has been a new light. One of the planners pulled me onto a fast-moving, multidimensional project on one of our brands. Several products are planning for 2009 so it's a renewal of everything - objectives, briefs, creative ideas. On top of that, our new agency mission is coming on strong so that needs to be incorporated into everything. (As a side note, I have a new project that is solely for our agency mission and it has just bubbled up a little but will need some attention - ohhh, tomorrow! Lots going on.) So one of the planners, being stretched fairly thin on everything, brought me on to this project in a big way. He just up and handed over a whole product and I spent time (quickly!) getting acquainted with the target, wrote a creative brief, and (tadah!!) had my first BRIEFING today!! Exciting.
I was a bit nervous, and it was in and amongst a lot of other things going on - including a fun and one-day-late Cinco de Mayo festival, but I think that I spoke in an honest, clear, and knowledgeable way about my product. Oh listen to me - MY product. But it was a proud moment and one of those gleaming moments where I felt like a planner for a minute.
Those moments - feeling like a planner - are more important than ever to me right now. I want to do much much more that leads me toward feeling like a real planner. And soon, I want to BE a real planner. This is a time in my career where I'm feeling a bit of an angsty teenage struggle to be more, do more, learn more, and not necessarily be what I have been thus far to the agency. The reason there is friction is obvious - I'm wanting and acting on moving forward and the jobs I get don't always lend to that. The more cool stuff I get to work on gets challenged by some of the more basic things that I routinely need to get done. It's a balancing act that I haven't quite figured out.
But in the meantime, I am going to latch onto my assignment and go at it with full force. If it is one of the few opportunities I will get to show what I'm made of, I really want to lay it all out there on the table. It's that whole reaching straight into my chest, removing my heart, and laying it on the table. People can definitely take advantage of that and try to smash my little heart, or they can have a little respect for the fact that I'm crazy enough to do that.
We'll see what happens. ;)
So I got sick last week after a difficult week at work. Some nasty bug has been floating around our office and I picked it up big time. I was out for three days which is very uncommon of me and I still seem to be carrying something around in the back of my throat - yuck. Not only did it make me miss out on some focus groups one day, but it messed up a trip to Austin that was planned for more research. I really wanted to go because I haven't seen in-homes done up close and personal, and that's what I missed out on. Besides, it's my hometown so I had set up to see several friends and stay the weekend to see my family. I was so excited and that all just fell apart when I got sick. :(
The hard week at work was due to a lot of things, and it's hard to elaborate. It's more on the personal side of things and so is hard to talk about. I don't think I always paint the most honest picture of work here in my blog because I try to talk about specific things I did and usually it's something I was really excited to be able to do. But there are a lot of things at work I do that aren't as glamorous - not a surprise - and I just don't have a lot to write about. Or if it's something really hard or upsetting, I don't feel like taking more time to dwell over it and just bitch. Then there are things at work that are bad but I haven't figured out that balance of writing about my life, writing about work, and sharing things for all to see. It's still my job and I may affect people that I work with in my writing so I want to be sensitive to that. Just because it's a frustration of mine doesn't mean I should hurt others by being brutally honest. It's just something to keep in mind - the work is certainly not always fresh, new, and exciting.
I will say that the difficult week was ended on a particularly bad note when a bit of miscommunication made things crazy with my team again. It was somewhat similar to my frustrations from my first brief writing, and I felt it was adding on a layer of not good to what I had experienced before. Though I got my supervisor involved, she really doesn't know the whole story and so it ended up not being that helpful. Let's just say that absolute clear communication is needed from everyone so that responsibilities, limitations, and deadlines are all put on the table. A lot of the time I feel like I am reaching out enough and it ends up that there are questions I didn't ask which really would have helped. Then again, I can't anticipate every waking need or desire - I need to be met in the middle.
Grueling week, week of sickness...when I did get back to work, I needed to catch up with everyone and ended talking my voice down to a grating scraggle. It still has a hint of that which is frustrating. Frustrating - that's the word that pretty much sums up a lot of my feelings about several things going on right now and for the past several weeks.
What was a refreshing spot in all of this was last weekend (in between the hard week and the being sick week) - I had one lovely day before I fell to my sick bed. I started with a little Mary Kay action with friends from work, went to the Dallas zoo, went out with friends to a great Mexican food place Chuy's (a place I know from Austin, and apparently there's just one in Dallas), relaxed, and capped off the day with meeting my cousin at a movie. That was great times and definitely something I needed. Unfortunately, my throat had hurt since the morning and decided to turn into full blown blah by the next day.
Okay, well I guess I'm gonna go ahead and write everything out though it's late. Another frustration - not feeling like I'm getting enough done in my evenings and staying up too late.
Alright, this week meant new beginnings. My department moved into their new offices last week and I finally followed by moving away from my first real world cube home...to my second real world cube home. ;) It has been called Strategy Island, the name I like the most thus far, because it's just two cubes together surrounded by window offices. Other cubes are further away. I think I have a temporary neighbor next door but it doesn't really look like anyone's in there. That is, until we bring on a new junior which we're in the process of doing now. So it's a bit isolated in one respect but it is right next to a kitchen area so I'm kind of in the middle of everything at the same time. The reason we moved was to be with the creatives. I think that's a great idea and I like being closer to them, so I just need to settle down into my new place...and decorate a bit more so it's not so gloomy. I liked my old cube so it will be missed.
On to this week, there has been a new light. One of the planners pulled me onto a fast-moving, multidimensional project on one of our brands. Several products are planning for 2009 so it's a renewal of everything - objectives, briefs, creative ideas. On top of that, our new agency mission is coming on strong so that needs to be incorporated into everything. (As a side note, I have a new project that is solely for our agency mission and it has just bubbled up a little but will need some attention - ohhh, tomorrow! Lots going on.) So one of the planners, being stretched fairly thin on everything, brought me on to this project in a big way. He just up and handed over a whole product and I spent time (quickly!) getting acquainted with the target, wrote a creative brief, and (tadah!!) had my first BRIEFING today!! Exciting.
I was a bit nervous, and it was in and amongst a lot of other things going on - including a fun and one-day-late Cinco de Mayo festival, but I think that I spoke in an honest, clear, and knowledgeable way about my product. Oh listen to me - MY product. But it was a proud moment and one of those gleaming moments where I felt like a planner for a minute.
Those moments - feeling like a planner - are more important than ever to me right now. I want to do much much more that leads me toward feeling like a real planner. And soon, I want to BE a real planner. This is a time in my career where I'm feeling a bit of an angsty teenage struggle to be more, do more, learn more, and not necessarily be what I have been thus far to the agency. The reason there is friction is obvious - I'm wanting and acting on moving forward and the jobs I get don't always lend to that. The more cool stuff I get to work on gets challenged by some of the more basic things that I routinely need to get done. It's a balancing act that I haven't quite figured out.
But in the meantime, I am going to latch onto my assignment and go at it with full force. If it is one of the few opportunities I will get to show what I'm made of, I really want to lay it all out there on the table. It's that whole reaching straight into my chest, removing my heart, and laying it on the table. People can definitely take advantage of that and try to smash my little heart, or they can have a little respect for the fact that I'm crazy enough to do that.
We'll see what happens. ;)
Friday, April 25, 2008
Music In Commercials
Have you ever hummed a song that you heard in a commercial, wondering what it was? And maybe it's just a tiny snippet, so it's not a lot to go on.
Today I was watching MTV and during one commercial break, there was a small banner on the bottom of the screen that first popped up with what the commercial was for, then popped up the current song playing in the commercial (title and artist), and finally suggested that if you like the current song than you might like ____. That's pretty cool!
It may have been a little distracting but that's probably because I'm in advertising. Actually, having the brand or company name pop up too may be a great way to brand a commercial. You see the whole loop about two times during the commercial...it's just something different.
It finally leads you to the music portion of MTV's site so that you can look up all the songs mentioned. I'm sure it's branded there too = integration.
Cool idea.
Today I was watching MTV and during one commercial break, there was a small banner on the bottom of the screen that first popped up with what the commercial was for, then popped up the current song playing in the commercial (title and artist), and finally suggested that if you like the current song than you might like ____. That's pretty cool!
It may have been a little distracting but that's probably because I'm in advertising. Actually, having the brand or company name pop up too may be a great way to brand a commercial. You see the whole loop about two times during the commercial...it's just something different.
It finally leads you to the music portion of MTV's site so that you can look up all the songs mentioned. I'm sure it's branded there too = integration.
Cool idea.
Thursday, April 17, 2008
Obsessive Compulsive
By the way, I'm totally digging on this blog.
She simply excerpts a quote as her commentary and links to a website or article of interest. Frequently updated, I like to see what she has going on for the day.
http://obsessivecompulsive.tumblr.com/
She simply excerpts a quote as her commentary and links to a website or article of interest. Frequently updated, I like to see what she has going on for the day.
http://obsessivecompulsive.tumblr.com/
Can I Get A "Go Team!"
I just wanted to say that now more than ever I believe that tasks completed at an agency are a huge team effort.
I just worked on a relatively small task that somehow pulled in a whole bunch of people to complete it. It began with a focus group and a survey (well, really, it began far before that to get to questioning a certain group of people, but let's not get too big picture) - this task began with answers to a simple online questionnaire. I had coded the survey and was now looking at the results.
After I pulled several key quotes, I worked with a production person and a designer to talk about what we wanted to pull together. It was a simple quote book with the quotes from the survey.
The production person and I worked out the technical things like how big, how many copies, when is it due, etc.; then we went to the designer to talk about what we wanted it to look like, for whom (the client), by whom (our target), and what it should feel like. Along goes the quotes I gathered into something presentable.
With several points of approval (creative, planning, account services), this little book got looked over by about 10 sets of eyes. It's next to last stop was printing. Talking with the studio department, the correct format and layout was determined and 5 copies were printed out. More technical things like the type of paper used for the cover was a bit thicker than the rest of the book, the printed sheets had to be cut out, the spiral binding we originally chose was being scrapped for staples because the books were so thin, and a several person manhunt for the stapler in question all brought about these spectacular little quote books.
Oh, and did they dazzle - the client was so impressed that account services and planning decided we should print 20 more! I would say a job well done.
With all of the input from so many departments, it's hard to say that one person or just a few people were responsible for the wonderful end product. I have always respected each position within the advertising agency, but it's just so great to see it all in action. As I was leading the project and making sure it got from A to B, I really heard some of the things I wouldn't normally hear about what is needed during each step. I know I talked about this before but it is a great idea to get to know what each person does to get a project out the door so you have an understanding of the timelines, pressures, needs/specifications, and sometimes limitations of what each person or role can handle.
I also just really enjoyed getting to work with that many people in the agency and seeing something so great come out at the end. So as cliche as it may seem - go team!! (Oh no, that rhymed too - haha.)
I just worked on a relatively small task that somehow pulled in a whole bunch of people to complete it. It began with a focus group and a survey (well, really, it began far before that to get to questioning a certain group of people, but let's not get too big picture) - this task began with answers to a simple online questionnaire. I had coded the survey and was now looking at the results.
After I pulled several key quotes, I worked with a production person and a designer to talk about what we wanted to pull together. It was a simple quote book with the quotes from the survey.
The production person and I worked out the technical things like how big, how many copies, when is it due, etc.; then we went to the designer to talk about what we wanted it to look like, for whom (the client), by whom (our target), and what it should feel like. Along goes the quotes I gathered into something presentable.
With several points of approval (creative, planning, account services), this little book got looked over by about 10 sets of eyes. It's next to last stop was printing. Talking with the studio department, the correct format and layout was determined and 5 copies were printed out. More technical things like the type of paper used for the cover was a bit thicker than the rest of the book, the printed sheets had to be cut out, the spiral binding we originally chose was being scrapped for staples because the books were so thin, and a several person manhunt for the stapler in question all brought about these spectacular little quote books.
Oh, and did they dazzle - the client was so impressed that account services and planning decided we should print 20 more! I would say a job well done.
With all of the input from so many departments, it's hard to say that one person or just a few people were responsible for the wonderful end product. I have always respected each position within the advertising agency, but it's just so great to see it all in action. As I was leading the project and making sure it got from A to B, I really heard some of the things I wouldn't normally hear about what is needed during each step. I know I talked about this before but it is a great idea to get to know what each person does to get a project out the door so you have an understanding of the timelines, pressures, needs/specifications, and sometimes limitations of what each person or role can handle.
I also just really enjoyed getting to work with that many people in the agency and seeing something so great come out at the end. So as cliche as it may seem - go team!! (Oh no, that rhymed too - haha.)
Monday, April 14, 2008
Examining Qualitative Research
I mentioned this presentation a few posts back. It's an examination of current qualitative research. I'm sure there were some great talking points during all the pictures, but read through the simple quotes and you'll get a very good idea of where they were going.
Pay attention at the end to the things that need to be done now to actually move towards change. It's worth it. And at the very least, to be able to describe to your team and to clients the function and limitations of research is important.
Aargh, for whatever reason trying to put that presentation on my blog was messing everything up - I don't want to ruin my blog so here's a link.
http://www.leemcewan.com/serendipitybook/2008/03/taking-on-the-r.html
Pay attention at the end to the things that need to be done now to actually move towards change. It's worth it. And at the very least, to be able to describe to your team and to clients the function and limitations of research is important.
Aargh, for whatever reason trying to put that presentation on my blog was messing everything up - I don't want to ruin my blog so here's a link.
http://www.leemcewan.com/serendipitybook/2008/03/taking-on-the-r.html
Wednesday, April 9, 2008
It's Funny What Can Help You Stand Out
Today I was brought in as the "technology expert" to help some stuff work during a client presentation. This actually happens to me pretty frequently, oddly enough. I don't consider myself any sort of master of technological things, but I took the time to learn at one point when I was going to be a part of running a meeting.
Our new coworker asked me soon after he started, "is there anything you don't do?" I guess not. But it all relates to my job in some way.
1. I learned the technology to run all of the equipment in the large conference rooms - invaluable in impressing clients by being able to control everything (lights, sound, ppts, and video) from my seat. And sometimes this regular gal is brought into meetings to get everything running after others have attempted and failed. It's not hard, it was just a matter of learning.
2. I'm a videographer. I know how to run two different types of video equipment and work with 3 different types of mics/audio. I can run the focus group room equipment or just a video camera. Close-up shots and film suitable for editing - I'm still mastering but I've had some good experience with it.
I also know how to finalize a DVD using our equipment, the time needed for dubbing (and no one knows this!), and what it takes to put a decent video together. I don't do the actual editing but it helps that I know the process so I am realistic with time restraints, how best to serve up the clips to be pulled, and how to patch things together so it flows and looks good.
3. I have put on the hats of different positions for a little while to get something done. I did a little competitive analysis, I've pulled images, sifted through music, used this really cool machine that turns paper into big stickers...all to get the job done.
There are more but it's just interesting how it's seen as so different that I know all of these little things. These skills actually just help to run a focus group smoothly or put together a presentation or understand what time is needed to get a video dub or edit back - everything that is indirectly related to my job and needs to get done. Why wouldn't I strive to know these things?
But what's most interesting to me is how I acquired all this knowledge. It's not some crazy extra investment in time because I was learning how to do my job. What I did was spent a little more time with each person I worked with to fully understand the process. I was being a planner! I asked lots of questions, and because I was new it was a great way to get to know people. Now it's just so that I can be sensitive to their time limitations and empathetic to what else they have going on in their role. (Our broadcast department is awesome but they are always swamped with a million editing jobs. It can't hurt that they know that I am doing what I can to alleviate the pressure on their end by giving them as much information as I can on timing, equipment needs, what a job entails, etc.)
You would be surprised by who doesn't do/know these things. Get to know your coworkers, find out about a different role, and help your work in the process.
I have always had a respect for each position in advertising and how all of those pieces fit together. Now I have respect for the people in those positions.
Our new coworker asked me soon after he started, "is there anything you don't do?" I guess not. But it all relates to my job in some way.
1. I learned the technology to run all of the equipment in the large conference rooms - invaluable in impressing clients by being able to control everything (lights, sound, ppts, and video) from my seat. And sometimes this regular gal is brought into meetings to get everything running after others have attempted and failed. It's not hard, it was just a matter of learning.
2. I'm a videographer. I know how to run two different types of video equipment and work with 3 different types of mics/audio. I can run the focus group room equipment or just a video camera. Close-up shots and film suitable for editing - I'm still mastering but I've had some good experience with it.
I also know how to finalize a DVD using our equipment, the time needed for dubbing (and no one knows this!), and what it takes to put a decent video together. I don't do the actual editing but it helps that I know the process so I am realistic with time restraints, how best to serve up the clips to be pulled, and how to patch things together so it flows and looks good.
3. I have put on the hats of different positions for a little while to get something done. I did a little competitive analysis, I've pulled images, sifted through music, used this really cool machine that turns paper into big stickers...all to get the job done.
There are more but it's just interesting how it's seen as so different that I know all of these little things. These skills actually just help to run a focus group smoothly or put together a presentation or understand what time is needed to get a video dub or edit back - everything that is indirectly related to my job and needs to get done. Why wouldn't I strive to know these things?
But what's most interesting to me is how I acquired all this knowledge. It's not some crazy extra investment in time because I was learning how to do my job. What I did was spent a little more time with each person I worked with to fully understand the process. I was being a planner! I asked lots of questions, and because I was new it was a great way to get to know people. Now it's just so that I can be sensitive to their time limitations and empathetic to what else they have going on in their role. (Our broadcast department is awesome but they are always swamped with a million editing jobs. It can't hurt that they know that I am doing what I can to alleviate the pressure on their end by giving them as much information as I can on timing, equipment needs, what a job entails, etc.)
You would be surprised by who doesn't do/know these things. Get to know your coworkers, find out about a different role, and help your work in the process.
I have always had a respect for each position in advertising and how all of those pieces fit together. Now I have respect for the people in those positions.
Firmly Stated
So I never followed up on that creative brief I was writing...and that's because it was basically taken out of my hands. Nope, not a good feeling.
That whole experience was not so great. Let's recap: 1) I took it to Account Services and they ripped it up (a bit of a blow to the ego), 2) I revised, refined, and we presented to the client - the client meeting was brutal (I got stared down for not defending some research which we didn't use in developing the brief, then the client didn't like our direction - ouch), 3) I looked back at the research to define the client's position and our position; then set up a meeting with AS to go over those changes (and waited, and waited, and waited), and 4) oh, and did I mention this was my first brief-writing experience at the agency? Blah.
After some time I knew something was fishy and found out that AS had sent some briefs (multiple, plural!!) to the client. I was really thrown off by that one - AS sent, I didn't write, more than one??
So I talked to my supervisor about it and felt hopeful that there would be a change. But I never really heard back. I didn't know if any discussion had occurred and I still didn't have the creative brief(s). Then some other small things happened with my AS team that led me to need to talk to them, and that talk was today.
I didn't want to seem angry, but I was frustrated. And I want to work well with this team moving forward which is why it was important to put my foot down a bit and ask what was up. I felt firm but still very open.
Know how those small victories can really be a big thing for you personally? Well I felt that way. I felt like a made a giant leap for me and my opportunities going forward. I feel like I am on the same page as my AS team now and will be included in much more work on a client that I should have been taking over for months now. Unfortunately, I feel like I'm at the beginning of it all but I'd rather be actually starting now than just thinking it will happen.
I kind of thought the whole thing was silly. Why am I having to take the time to convince my AS team to use me? Why am I making sure everyone knows that I'm their planner instead of my supervisor making it clearly known? Communication in a communications company - a novel concept?
Despite my tone, it really was a feeling of being settled and accepted. This experience working for a specific client consistently is crucial for me to move along into plannerdom. I enjoy immensely working for every client in the agency, but it's time for a little focus.
That whole experience was not so great. Let's recap: 1) I took it to Account Services and they ripped it up (a bit of a blow to the ego), 2) I revised, refined, and we presented to the client - the client meeting was brutal (I got stared down for not defending some research which we didn't use in developing the brief, then the client didn't like our direction - ouch), 3) I looked back at the research to define the client's position and our position; then set up a meeting with AS to go over those changes (and waited, and waited, and waited), and 4) oh, and did I mention this was my first brief-writing experience at the agency? Blah.
After some time I knew something was fishy and found out that AS had sent some briefs (multiple, plural!!) to the client. I was really thrown off by that one - AS sent, I didn't write, more than one??
So I talked to my supervisor about it and felt hopeful that there would be a change. But I never really heard back. I didn't know if any discussion had occurred and I still didn't have the creative brief(s). Then some other small things happened with my AS team that led me to need to talk to them, and that talk was today.
I didn't want to seem angry, but I was frustrated. And I want to work well with this team moving forward which is why it was important to put my foot down a bit and ask what was up. I felt firm but still very open.
Know how those small victories can really be a big thing for you personally? Well I felt that way. I felt like a made a giant leap for me and my opportunities going forward. I feel like I am on the same page as my AS team now and will be included in much more work on a client that I should have been taking over for months now. Unfortunately, I feel like I'm at the beginning of it all but I'd rather be actually starting now than just thinking it will happen.
I kind of thought the whole thing was silly. Why am I having to take the time to convince my AS team to use me? Why am I making sure everyone knows that I'm their planner instead of my supervisor making it clearly known? Communication in a communications company - a novel concept?
Despite my tone, it really was a feeling of being settled and accepted. This experience working for a specific client consistently is crucial for me to move along into plannerdom. I enjoy immensely working for every client in the agency, but it's time for a little focus.
Friday, April 4, 2008
Flying!!
Our meeting with the client this morning could not have gone any better!
I was a little worried that my director and our CEO would take over the show and not really give me or our account service person the opportunity to show how we have stepped up into the positions leading this account. However, I can definitely see how that guidance is sometimes needed. But I guess the point was that we had done our work to make this run smoothly and we both wanted a chance to show that.
I was able to talk strategy to set up the meeting. I went over the objectives, who our target is and why this issue is relevant to them, our single most inspiring idea, and the tone. I tried to use everything I discussed with the creatives to set up their work in a way that would proactively counteract any concerns. I think the creatives mirrored my set-up very well even in how they presented the work to try to overcome some of these potential barriers.
The client did bring up a bit of that concern so I was glad that I had thought through that and talked to the creatives about it, but they were overall very impressed with every idea that was presented and decided to move forward with the one our agency recommended. I think it's a bit easier to be bold on this front because this is a non-profit client, but it's very important that everyone gets on board and is excited about the idea we move forward with.
Near the end of the discussion, there was talk of conducting a few informal focus groups to get a read on what the target thinks of the ideas. I would love to put together a mood piece of their reactions so that it can accompany the work and just help that much more in selling this idea. I was really excited that they wanted to do that because I am all up for it! :)
Overall, I was just really excited to have the experience of getting in front of a client and working as a team to present an idea and get it chosen. I think everything went exactly as we would want it to and I was just so thrilled. I'm very excited to be working on this project and I hope that it provides more valuable experience like this that will just help me become that much more confident as a planner.
You know, this exercise really did make me stop and think: am I creative enough to be a planner, opinionated enough, smart enough, tactful, understanding, and strong enough? I am still working to become stronger in all of these areas but I would say that I am doing all of the right things to get there. Having passion for planning is a start, but maintaining it and even reigniting it plus invigorating it feels even better.
I was a little worried that my director and our CEO would take over the show and not really give me or our account service person the opportunity to show how we have stepped up into the positions leading this account. However, I can definitely see how that guidance is sometimes needed. But I guess the point was that we had done our work to make this run smoothly and we both wanted a chance to show that.
I was able to talk strategy to set up the meeting. I went over the objectives, who our target is and why this issue is relevant to them, our single most inspiring idea, and the tone. I tried to use everything I discussed with the creatives to set up their work in a way that would proactively counteract any concerns. I think the creatives mirrored my set-up very well even in how they presented the work to try to overcome some of these potential barriers.
The client did bring up a bit of that concern so I was glad that I had thought through that and talked to the creatives about it, but they were overall very impressed with every idea that was presented and decided to move forward with the one our agency recommended. I think it's a bit easier to be bold on this front because this is a non-profit client, but it's very important that everyone gets on board and is excited about the idea we move forward with.
Near the end of the discussion, there was talk of conducting a few informal focus groups to get a read on what the target thinks of the ideas. I would love to put together a mood piece of their reactions so that it can accompany the work and just help that much more in selling this idea. I was really excited that they wanted to do that because I am all up for it! :)
Overall, I was just really excited to have the experience of getting in front of a client and working as a team to present an idea and get it chosen. I think everything went exactly as we would want it to and I was just so thrilled. I'm very excited to be working on this project and I hope that it provides more valuable experience like this that will just help me become that much more confident as a planner.
You know, this exercise really did make me stop and think: am I creative enough to be a planner, opinionated enough, smart enough, tactful, understanding, and strong enough? I am still working to become stronger in all of these areas but I would say that I am doing all of the right things to get there. Having passion for planning is a start, but maintaining it and even reigniting it plus invigorating it feels even better.
Thursday, April 3, 2008
The Good Energy Of A Good Experience
Today I did things that a regular planner would do. :)
It's for one of our non-profit clients but I'm the only planner on it. We have a meeting with the client tomorrow and I was just brought on this brand about a week ago...can we say nervous?
So I did work on getting to know what it is, what we're trying to achieve, and poured over the brief to make sure it was current and that I knew what was in it. Today, the creatives presented their different ideas. I knew what I was supposed to be doing in that meeting - providing my initial feedback on the executions, speaking to the strategy - but felt ill-equipped to say anything smart at that moment. It's a little discouraging when you know what you're supposed to be able to do and just aren't there yet.
I didn't stop, though. I took time to think about the executions, try to flush them out into real commercials in my head, looked at the brief, looked back at the executions and the wording used, looked at the brief again, and so on until I had formed connections between the executions and the strategy. Once I had pinpointed some possible areas of discussion, I went to one of my creatives to think it over.
It felt really good to have someone understand that I was new to the whole thing, new to the brand, and to answer questions I had about the executions. We came to a consensus on the way we would present the executions + strategy, and then I took the opportunity to ask a few more questions. I wanted to know what planners did from a creative viewpoint and what was most helpful so I asked about what is expected from a planner when creatives present their work, what part of a brief is most relevant to a creative, what is helpful in creative briefings, and what in general is helpful from a planner for creatives. We also talked a bit about the limitations of focus groups to achieve results stemming from people's natural reactions to advertisements rather than the clinical and over analyzed answers that can sometimes come out.
Here's what I took away from our discussion. Creatives will look and look back at one thought on the creative brief - the main idea. Well, duh, but it did still help to know how the brief is used to come to a creative view that is then woven into ideas. Creative briefings can be rich with information that explains how each area was developed - how did we come up with the target, how did we come up with the main idea, what is the research and thought behind that. And just as I work, he said that sometimes a nugget of information will just pop out and seem interesting enough to merit further exploration. I work like that so I can completely understand - inspiration can come from anything. And I found out what I already knew - it's helpful when planners can talk strategy to back up the creative executions...I just needed more time to formulate my ideas. Hopefully with enough experience, I can shoot from the hip on those kinds of things. And finally, focus groups are limiting. (I have a thought-provoking presentation that I can put up about it.)
Anywho, once I had talked strategy with him I took some more time to distill my thoughts into a description of how the strategy related to each execution and then some overall thoughts on what the client may ask us. It's always best to be proactive about what you think the client may ask you so you can think of your answer.
I got a bit of a pep talk from one of my coworkers on presenting to the client tomorrow. That was really helpful. She wished me luck and told me that I could do it. :)
Now all I have to worry about is that our CEO and my director will be in this meeting too. Nervous again.
It's for one of our non-profit clients but I'm the only planner on it. We have a meeting with the client tomorrow and I was just brought on this brand about a week ago...can we say nervous?
So I did work on getting to know what it is, what we're trying to achieve, and poured over the brief to make sure it was current and that I knew what was in it. Today, the creatives presented their different ideas. I knew what I was supposed to be doing in that meeting - providing my initial feedback on the executions, speaking to the strategy - but felt ill-equipped to say anything smart at that moment. It's a little discouraging when you know what you're supposed to be able to do and just aren't there yet.
I didn't stop, though. I took time to think about the executions, try to flush them out into real commercials in my head, looked at the brief, looked back at the executions and the wording used, looked at the brief again, and so on until I had formed connections between the executions and the strategy. Once I had pinpointed some possible areas of discussion, I went to one of my creatives to think it over.
It felt really good to have someone understand that I was new to the whole thing, new to the brand, and to answer questions I had about the executions. We came to a consensus on the way we would present the executions + strategy, and then I took the opportunity to ask a few more questions. I wanted to know what planners did from a creative viewpoint and what was most helpful so I asked about what is expected from a planner when creatives present their work, what part of a brief is most relevant to a creative, what is helpful in creative briefings, and what in general is helpful from a planner for creatives. We also talked a bit about the limitations of focus groups to achieve results stemming from people's natural reactions to advertisements rather than the clinical and over analyzed answers that can sometimes come out.
Here's what I took away from our discussion. Creatives will look and look back at one thought on the creative brief - the main idea. Well, duh, but it did still help to know how the brief is used to come to a creative view that is then woven into ideas. Creative briefings can be rich with information that explains how each area was developed - how did we come up with the target, how did we come up with the main idea, what is the research and thought behind that. And just as I work, he said that sometimes a nugget of information will just pop out and seem interesting enough to merit further exploration. I work like that so I can completely understand - inspiration can come from anything. And I found out what I already knew - it's helpful when planners can talk strategy to back up the creative executions...I just needed more time to formulate my ideas. Hopefully with enough experience, I can shoot from the hip on those kinds of things. And finally, focus groups are limiting. (I have a thought-provoking presentation that I can put up about it.)
Anywho, once I had talked strategy with him I took some more time to distill my thoughts into a description of how the strategy related to each execution and then some overall thoughts on what the client may ask us. It's always best to be proactive about what you think the client may ask you so you can think of your answer.
I got a bit of a pep talk from one of my coworkers on presenting to the client tomorrow. That was really helpful. She wished me luck and told me that I could do it. :)
Now all I have to worry about is that our CEO and my director will be in this meeting too. Nervous again.
Tuesday, April 1, 2008
Trying To Move On Up
I'm not sure if this is accurate, but I would like to move on from being a Junior Account Planner to being just an Account Planner because I would like more focus.
Well, actually, I don't know what the typical Junior AP does - that's a lot of the reason I started this blog - and I think I've had some pretty spectacular experiences, but I'm ready for some consistency.
My job is a lot of hopping on anything and everything that needs to get done. I have touched all of the brands in my agency at least once (that's a lot of brands!) and also helped on about 4 new business pitches. But I always do a one-off project then leave the brand for a while, come back to do something new then get pulled away again - I never really get to know the consumer on any one brand and it's starting to hurt my work. I know that people think about how I have worked on a brand before so should be able to have some pretty good input, but I just get so disconnected in between times.
So I attended some focus groups about a month ago on one of our brands and then had some more this week. In between that space of time, I didn't continue to work on that one brand and really keep my mind set on it, I worked on probably 7-10 other brands. I wasn't very fresh returning to this brand and it really took some looking back to bring up what we were working on again. The fact that most of the time during the focus group I have my mind on other things because I'm running the show on the back end doesn't help this at all.
I'm supposed to be transitioning to my client but work seems sparse right now. I think it's because we're in a production cycle...this kind of worries me too because it may very well be that I start getting projects but since all of the brands seem to be on the same timeline it will all come in at once - yikes. Also, I'm so busy with all of my running projects that I can't get into learning any of my brands. This is a conundrum - I want to show that I can handle projects but my attention is much too divided.
Well, they've got me working on a few non-profit clients as the lead planner and perhaps that's a good place to get good experience and perhaps even shine.
Maybe if I could get a balanced and healthy plate rather than always visiting the buffet I would be a lean, mean, planner machine. :p
Well, actually, I don't know what the typical Junior AP does - that's a lot of the reason I started this blog - and I think I've had some pretty spectacular experiences, but I'm ready for some consistency.
My job is a lot of hopping on anything and everything that needs to get done. I have touched all of the brands in my agency at least once (that's a lot of brands!) and also helped on about 4 new business pitches. But I always do a one-off project then leave the brand for a while, come back to do something new then get pulled away again - I never really get to know the consumer on any one brand and it's starting to hurt my work. I know that people think about how I have worked on a brand before so should be able to have some pretty good input, but I just get so disconnected in between times.
So I attended some focus groups about a month ago on one of our brands and then had some more this week. In between that space of time, I didn't continue to work on that one brand and really keep my mind set on it, I worked on probably 7-10 other brands. I wasn't very fresh returning to this brand and it really took some looking back to bring up what we were working on again. The fact that most of the time during the focus group I have my mind on other things because I'm running the show on the back end doesn't help this at all.
I'm supposed to be transitioning to my client but work seems sparse right now. I think it's because we're in a production cycle...this kind of worries me too because it may very well be that I start getting projects but since all of the brands seem to be on the same timeline it will all come in at once - yikes. Also, I'm so busy with all of my running projects that I can't get into learning any of my brands. This is a conundrum - I want to show that I can handle projects but my attention is much too divided.
Well, they've got me working on a few non-profit clients as the lead planner and perhaps that's a good place to get good experience and perhaps even shine.
Maybe if I could get a balanced and healthy plate rather than always visiting the buffet I would be a lean, mean, planner machine. :p
Wednesday, March 26, 2008
How To Have Fun At Your Job
Well obviously I just wrote a post about some fun things at my job...but it really made me think of more. I mean, I continue to be amazed by this industry!
First I thought about how a lot of Account Planning is telling stories. It's about listening to people, looking into the wide universe of information out there, and boiling it all down into something that is manageable but also interesting. I think that's why blogging fits so well with Account Planning - or at least one of the reasons.
Another reason is to just share information. New ideas and ways of thinking are essential - you can't know what other people are doing and feeling unless you try to experience some of the same things. And no one life is going to expose you to everything that everyone else experiences so you need to go out and try different things. That's why when students and advertising hopefuls come in to talk to us, we talk about picking up magazines that you would never personally read, watching movies that are somewhat out of your realm, doing anything culturally that can give you a different perspective.
But really, this all benefits you as a person as well. I mean, you are looking at a wide range of movies, music, cultures, ways of thinking, ideas - this expands your horizons and even makes you strive for more. You will be limitless, you'll never go stale, and that will help you in your career as well as just make you a very interesting person.
I also like that I will get to travel with my job. Some of it - the long hours, worrying about screwed up flight schedules, and bad food options - is not as desirable but think of the opportunities. You will visit places that you otherwise may never have had the chance. This continues to expand your mind but it's also just fun! Swanky hotels, cool destinations, good food in new places, and all to talk to new people. How exciting does that life sound?
I've tried to show a little of both sides of the industry and then throw in the human element - my life. You don't just do your job, you live your life. It has its ups and downs but again that's real (coming around to the end of the last post, keeping with the theme). I just see how this job will benefit me as a person as well as being pretty darn interesting. What fun!!
First I thought about how a lot of Account Planning is telling stories. It's about listening to people, looking into the wide universe of information out there, and boiling it all down into something that is manageable but also interesting. I think that's why blogging fits so well with Account Planning - or at least one of the reasons.
Another reason is to just share information. New ideas and ways of thinking are essential - you can't know what other people are doing and feeling unless you try to experience some of the same things. And no one life is going to expose you to everything that everyone else experiences so you need to go out and try different things. That's why when students and advertising hopefuls come in to talk to us, we talk about picking up magazines that you would never personally read, watching movies that are somewhat out of your realm, doing anything culturally that can give you a different perspective.
But really, this all benefits you as a person as well. I mean, you are looking at a wide range of movies, music, cultures, ways of thinking, ideas - this expands your horizons and even makes you strive for more. You will be limitless, you'll never go stale, and that will help you in your career as well as just make you a very interesting person.
I also like that I will get to travel with my job. Some of it - the long hours, worrying about screwed up flight schedules, and bad food options - is not as desirable but think of the opportunities. You will visit places that you otherwise may never have had the chance. This continues to expand your mind but it's also just fun! Swanky hotels, cool destinations, good food in new places, and all to talk to new people. How exciting does that life sound?
I've tried to show a little of both sides of the industry and then throw in the human element - my life. You don't just do your job, you live your life. It has its ups and downs but again that's real (coming around to the end of the last post, keeping with the theme). I just see how this job will benefit me as a person as well as being pretty darn interesting. What fun!!
Scrappy Research
Oh, I'm so glad that there is something exciting and non-apartment related to blog about! I hope to get around to some of those other things I promised as well, but I'll tell you about this bit of "scrappy" research first.
So I work with this one planner who is the best at coming up with new ideas for research - just off the top of her head, according to the client and the task at hand, and she can do it easily because she just has so much experience with all of this planning stuff. Discussion guide? Who needs it! The organization exists but perhaps only in her head. One thing she really shows me is how to be laid back and have fun with it.
Her word, and soon my word to describe everything she does, is scrappy. She does scrappy research, she has a different way to approach problems, she is scrappy...and I LOVE it!
Tonight is a perfect example of this. Not totally revolutionary - focus groups - but we had them in a bar, we had them later in the evening, we served beer and bar food, and we had a discussion that related to all of that with themes of going out and late night eating. The atmosphere is what made the research what it was - and far more valid than the very clinical research facilities, in my mind.
I think what struck me as cool about the whole situation is that the client came too, in this uncontrolled situation, and took it very well. In fact, I think the client was even a bit more relaxed too because of the environment we were in.
Hey if you're gonna have to work late, might as well have fun doing it. A lot of my job tonight was to greet the people coming for the groups and put them at ease - it helped that the first thing they encountered was a "research" person buying them a round of drinks! ;) And everyone working tonight benefited from it too as we relaxed with beers (this was all at The Flying Saucer) and discussed what we learned from the groups.
At the end of the day, though, it is about the learning that comes from the groups and they said some incredibly smart and funny things. Their comments still helped us with the concepts we were presenting but it just wasn't so miserably clinical.
This scrappy coworker is exactly who I want to learn from in creating research that is innovative and relaxed, cultivating relationships with respondents that are trusting and amusing these people to no end until they are just too curious not to ask, and wowing the clients with an approach that they wouldn't have thought would work at first but it did - a lot like some of the "crazy" ideas that are presented to them as creative work.
It all sets up the idea that agencies provide a service that clients cannot provide on their own (or probably can't) and that an agency's offerings are going to be worth it - we really do know how to break through to people. It also enforces that all parts of advertising truly are creative.
So it might not seem like anything too special - they were still focus groups, after all - but this kind of down and dirty, "scrappy" research is real and that's what our consumers are.
So I work with this one planner who is the best at coming up with new ideas for research - just off the top of her head, according to the client and the task at hand, and she can do it easily because she just has so much experience with all of this planning stuff. Discussion guide? Who needs it! The organization exists but perhaps only in her head. One thing she really shows me is how to be laid back and have fun with it.
Her word, and soon my word to describe everything she does, is scrappy. She does scrappy research, she has a different way to approach problems, she is scrappy...and I LOVE it!
Tonight is a perfect example of this. Not totally revolutionary - focus groups - but we had them in a bar, we had them later in the evening, we served beer and bar food, and we had a discussion that related to all of that with themes of going out and late night eating. The atmosphere is what made the research what it was - and far more valid than the very clinical research facilities, in my mind.
I think what struck me as cool about the whole situation is that the client came too, in this uncontrolled situation, and took it very well. In fact, I think the client was even a bit more relaxed too because of the environment we were in.
Hey if you're gonna have to work late, might as well have fun doing it. A lot of my job tonight was to greet the people coming for the groups and put them at ease - it helped that the first thing they encountered was a "research" person buying them a round of drinks! ;) And everyone working tonight benefited from it too as we relaxed with beers (this was all at The Flying Saucer) and discussed what we learned from the groups.
At the end of the day, though, it is about the learning that comes from the groups and they said some incredibly smart and funny things. Their comments still helped us with the concepts we were presenting but it just wasn't so miserably clinical.
This scrappy coworker is exactly who I want to learn from in creating research that is innovative and relaxed, cultivating relationships with respondents that are trusting and amusing these people to no end until they are just too curious not to ask, and wowing the clients with an approach that they wouldn't have thought would work at first but it did - a lot like some of the "crazy" ideas that are presented to them as creative work.
It all sets up the idea that agencies provide a service that clients cannot provide on their own (or probably can't) and that an agency's offerings are going to be worth it - we really do know how to break through to people. It also enforces that all parts of advertising truly are creative.
So it might not seem like anything too special - they were still focus groups, after all - but this kind of down and dirty, "scrappy" research is real and that's what our consumers are.
Thursday, March 20, 2008
Gentle is Giant
I feel compelled to bring something up as it is an issue of my character...
People would describe me as a nice person and one person recently used the word "gentle". In the context that it was used, it was seen as a bit of a weakness because it was assumed that if I'm gentle then I can't be strong. I beg to differ.
The last few weeks have been a bit of a strain and my overall learning about being compassionate pops up yet again. I believe the only kind of person that would see being gentle as a huge weakness to overcome is one who knows nothing about being gentle.
To me, being kind, keeping others in mind when actions will affect them, and respecting people is of the utmost importance. No matter how tight the schedule is, how much a deadline is looming, or how much you may be at odds with someone, I refuse to abuse people to the point of alienating them - if anything, I'm gonna be down in the trenches with them trying to work it all out.
At the end of the day you have to ask yourself whether you would rather get the job done at any cost or build a group of people who are willing to work hard in these tough situations out of respect and a sense of being part of a team - I choose people. And who do you think produces the better work?
I am gentle but I don't see it as a weakness. Now, more than ever, I see it as not only a strength but a necessity. But you know what, I would rather someone underestimate me and think I'm weak rather than being weak. And if you think I'm not strong, challenge me and I will show you otherwise. I'll be honest - some people have tried to push me around a little because I'm nice. I don't retaliate but try to work with the situation first (the opposite of what these people do), so they may try to push a little more. Push enough and I will take action - no one deserves poor treatment and I will be nice to myself by letting you know what's what.
This industry will test your limits. Can you be opinionated yet tactful, cultivate ideas yet allow them to be molded by others, work hard yet keep a positive attitude...
I've just had so many experiences in one week that have shown me what I want to continue to be, and that's myself. I refuse to stop being nice.
People would describe me as a nice person and one person recently used the word "gentle". In the context that it was used, it was seen as a bit of a weakness because it was assumed that if I'm gentle then I can't be strong. I beg to differ.
The last few weeks have been a bit of a strain and my overall learning about being compassionate pops up yet again. I believe the only kind of person that would see being gentle as a huge weakness to overcome is one who knows nothing about being gentle.
To me, being kind, keeping others in mind when actions will affect them, and respecting people is of the utmost importance. No matter how tight the schedule is, how much a deadline is looming, or how much you may be at odds with someone, I refuse to abuse people to the point of alienating them - if anything, I'm gonna be down in the trenches with them trying to work it all out.
At the end of the day you have to ask yourself whether you would rather get the job done at any cost or build a group of people who are willing to work hard in these tough situations out of respect and a sense of being part of a team - I choose people. And who do you think produces the better work?
I am gentle but I don't see it as a weakness. Now, more than ever, I see it as not only a strength but a necessity. But you know what, I would rather someone underestimate me and think I'm weak rather than being weak. And if you think I'm not strong, challenge me and I will show you otherwise. I'll be honest - some people have tried to push me around a little because I'm nice. I don't retaliate but try to work with the situation first (the opposite of what these people do), so they may try to push a little more. Push enough and I will take action - no one deserves poor treatment and I will be nice to myself by letting you know what's what.
This industry will test your limits. Can you be opinionated yet tactful, cultivate ideas yet allow them to be molded by others, work hard yet keep a positive attitude...
I've just had so many experiences in one week that have shown me what I want to continue to be, and that's myself. I refuse to stop being nice.
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