Pentru ca suntem in prag de Sarbatori, pentru ca nu stim niciodata destul despre felul in care primim si daruim cadouri, pentru ca cercetarile exploratorii ne incarca cu cea mai multa inspiratie:
“Revitalising the pitching process“, an opinion article by Daniele Fiandaca, intrigued me so bad that I couldn’t decide if it’s safe to share it publicly or not. After sleeping on the idea, I made up my mind and chose to put it here, where I can both express my feelings and reach a small but friendly audience.
Here’s a fragment of the text, describing one of the steps of an “UnPitch experiment” conducted by Converse in the UK:
The Briefing – rather than get all the agencies to rewrite the brief and kill the life out of it (from my experience, agency briefs tend to be so dull), the client wrote a clear brief (which did not need rewriting by five different agencies). Converse hosted a half day session with all the agencies together with the sole intention of inspiring and interacting with the creatives who were going to deliver the ideas – suits and planners were banned from the process.
The story ends with a very optimistic call to action from the author, encouraging everyone to “send it to every brand manager/marketing director they know, then maybe we can get them to think differently next time they think about running a pitch. Hopefully this might lead to the industry looking a little less broken, with more time for inspiration and spending time with our peers.”
And that’s the point where I got very scared.
I feel that promoting such an experiment would be just like distributing a horrible weapon to the wrong hands. I think you first have to learn the rules so you know how you can break them properly. And I hope, just like a child in front of an unopened chocolate bar, to live the day when we’ll get there. But until then, until we’ll reach that ideal context for that ideal process to foster the ideal ideas, I’ll just have to settle for working our *sses off, for personal fights, for personal wins, for team playing, for team mistakes, for stubborn clients, for “almost there” feedbacks, for quick pitches, for long developments, for failed meetings and more.
I don’t believe in the existence of “cushy communications excellence” and in reality, the outcome of those perfectly imperfect methods is exactly my motivation for working in this industry.
Heather LeFevre is the head of planning for StrawberryFrog Amsterdam and also the one and only initiator of a global research about planners and planning. Please contribute if you find yourself in the recommendations below:
Who should take the survey this year?
Anyone working as an account/brand/strategic planner in any company or role
Freelancers
Unemployed
Planning interns (New!)
Students studying to become planners (New!)
New this year:
There’s a progress bar.
Students and Interns are welcome to take part in the survey.
There are four open-ended questions (for most of you) all on one page. This part will take the longest, but your thoughtful answers are appreciated.
As always, the survey is anonymous. Please encourage your friends and colleagues to participate. Heather gets emails all year long from all over the world asking for more details on countries with low participation. She can only share when enough people take the survey to be able to protect your secrets with the power of averaging.
A big thank you goes back to all of my colleagues, friends, clients and great people I’ve met so far, for all the things we’ve learned and done together but most for those that we will do in the future.
Bigger than ever
In 2011 The Next Web Conference is gonna be bigger and better than ever: they are expecting 1200+me :) participants from over 30 countries, all eager to do business, to have great conversations and fun. This is going to be absolutely great!
The themes for TNW 2011 are: Money never sleeps, We Love Mobile, Location Location, lets PLAY
Oh, and they also have something called “Hackathon” where two hundred developers from all over Europe hack apps and services on world’s most popular APIs and SDKs.
Die hard offline and online/mobile know-how all right :) I promise to keep everyone updated on this, before, during and after the event.
“What sets the The Next Web apart is a focus on the internet as a key driver for a global market. Their international view is unique, making their blogs a must read and their conferences a must attend for professionals like me who do business around the globe” – Werner Vogels, Amazon
“Congratulations to The Next Web for their international efforts. In a Silicon Valley driven Internet entrepreneurial world we need good events all around the World and The Next Web just rocks” – Loic Le Meur, Le Web
EQUALS is a partnership of leading charities brought together by Annie Lennox to celebrate the centenary of International Women’s Day.
Equals produced a short film starring James Bond star, Daniel Craig–to highlight the levels of inequality that persist between men and women in the UK and worldwide.
Read more about Equals and the how and why International Women’s Day is being honoured across the globe on March 8th.
Wieden + Kennedy London has recently unveiled a first of its kind interactive TV campaign for the new Honda Jazz called “This Unpredictable Life”, in which an iPhone app (iTunes link) is used to literally grab content from the ad (YouTube link) as it plays.
The campaign uses what is called “screen hopping” that works by having sound from the TV ad recognized by the iPhone App. The app then uses the predefined sound waves to know which character to display on screen at that moment, essentially giving the ability to interact with the TV ad in real time.
Once you have got the character, you can interact separately with each one away from the TV ad, by doing things like singing into the iPhone to make the characters dance.
Brilliant! (And I guess this is only the beggining..)
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