AdRev 5: Pentru studentii pasionati de publicitate

ADVICE Students organizeaza si in acest an conferintele pe teme publicitare, destinate studentilor interesati de domeniul comunicarii. In 2010 ele poarta un nou nume: „AdRev”.

Noul format de conferinte este mult mai concentrat si mai interesant iar daca vreti sa ma prindeti si pe mine vorbind, va astept la ziua DIGITAL & VIRAL ADVERTISING, Miercuri 3 martie.

Evenimentul se desfasoara pe parcursul a cinci zile, de pe 1 pana pe 5 martie, de la ora 17:00, la Teatrul National Bucuresti, Galeriile ArtExpo.

Planning is like rolling a joint..

..there are may ways to do it, sais Leon :)

The following presentation is a must read for all juniors or those aspiring to be planners and not only.. (Personally, it helped me remember in these shitty difficult times what my job should be all about ).

Enjoy:

Shouldn’t all strategists be digital?

Jared Gruner has a really good point (as well as Amber Finlay who came up with the better title) on the controversial job title of “Digital Strategist”. I strongly recommend his post and also Heather’s findings on this matter, in her 2009 Planner survey:

About 100 people who took the survey describe themselves as digital planners. To the vast majority of them, they are simply taking similar skills and applying them to new media. The difference o’en is in who drives the overall brand strategy. That generally is the responsibility of the above the line agency. This also means less strategic research that the digital folks get to steer.
“As a digital planner, I like to think what I do in the digital space isn’t any different, at least in approach. I consider a planners job to understand the intersection of culture, business and creativity – and I strive for that across the board…
On a down note, not being AOR means not having full control over your client brands,
which has been a bit of a mental shi’ (and struggle) for me.”
Digital planners are also teaching their clients a lot about technology. But money is swinging their way as TV and print budgets are shi’ed to digital. This question prompted several people to identify themselves as integrated planners, confident that they are working across the spectrum.
“I’m not one, but I consider digital in every strategy I work on. I no longer see the point of uniquely ‘digital’ planners.”