Filed under: Advertising [Planning] School On The Web
That is about to change.
In the next 2 weeks, I’ll be posting a challenge that will focus on an incredibly important part of the planning job: simplification.
This sounds easy, but there’s a major difference between simple and simplistic and while you want to make sure that what you’re saying is easily understood by the people you’re presenting to, you don’t want to make it so basic that it loses all it’s energy, texture, imagination, distinctiveness and inspiration … not to mention, from a commercial point of view, that unique element that makes people want to choose working with you over a competitor.
I’m still formulating how best to do the assignment, but it will involve writing a 10 page presentation OR an 8 minute video presentation [up to you] with the single goal of capturing the judges attention [both commercially and emotionally] with what you have found, what you think you can do with it and where you believe it can go and grow.
Regardless of whether you are a planner, a wannabe planner, a suit, creative or client – I hope it will be something that is useful and enjoyable for all, so if you’re interested in having a go, watch this space.
[PS: If you're new to all this, just click here and scroll through some of my old assignments - though both Gareth, Andrew and Russell have a bunch of wonderful examples hidden throughout their esteemed blogs]
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