On my way back (and writing this thanks to
@virginamerica wifi) from a great two days in always fantastic San Francisco for
Planningness, organized and hosted by the amazingly gracious
Mark Lewis. After the annual
4As conference was canceled, Mark did an amazing job pulling together a great group of speakers (
Gareth,
Adrian, Rob,
Jason,
Organizing For America, among many great others) and it resulted in a very successful two days. I think sometimes (or most times) conferences leave you with a feeling of 'yeah that's nice, I agree, guess I'll go home now' but without a clear sense of what you need to do next. Not this one.
Some things I took away from it.
We've spent the last couple years talking about the need for significant changes not just in planning but in agencies themselves, and I think by and large, this change has yet to happen. Probably the most revealing moment was during Rob + Adrian's session, when they asked everyone in attendance to start listing off tools that planners use that need to be changed. Everything from the broken creative brief, to research, to
metrics we use to gauge effectiveness,
brand models and positioning statements. In 5 minutes
Rob filled up a white board of more than 40 things that we all collectively agree are broken. But, day to day, we all still use these same tools (or more accurately are forced into using them because we don't have clear alternatives), to our own disservice. Unlike most other conferences I have been to, I left Planningness with a clear sense of the things we all need to work on when we go back to our respective agencies. And I have to say, it left me feeling truly excited that we can change things if we all dedicate ourselves to the work that needs to be done.
Despite the recognition of the many problems our industry suffers from, however, another thing I really felt was an overwhelming sense of positive energy and optimism about where things are going, or more importantly how planners can help influence and guide where things are going. Despite much industry critics and armchair QBs bitching and moaning about the state of the industry when they don't actually do anything to change it themselves, everyone at the conference- speakers and participants alike- was fully on a positive tip, and determined to turn things around for an industry that has been
locked in old ways of doing things for far too long. For everyone there- from the seasoned vets to those just getting into the business- it was a much needed dose of inspiration and energy, after a very long and brutal spring and summer. This alone made the trip extremely well worth it, and I know I'm not alone when I say I walked away re-energized in many ways.
Some of that positivity in action, during a session on designing a great game:
One of the other things I took away was a bit more personal- a realization that I've started to move into the space of 'mentor' (really?). It's a high compliment yet also a bit new to me given my own young career, but a challenge I'm extremely happy to take on. I've felt for some time that further success career wise will not only depend on my being able to further my skills as a planner, but also to further develop my skills and abilities as a manager as well. And in talking to the many ad school students who were able to attend the conference, listening to their situations and needs as they look to embark on their own careers, I felt fortunate to be able to give advice that they felt helped them and gave them some guidance. If I can do for any of them what the many great people I've been fortunate enough to work with have done for me (Aki, Murray, Gareth, Murph in particular), that would make me feel more proud and more successful than anything else I could do for myself. Not too long ago I was in the position of trying to wedge my way into this industry, and I will never forget how hard that can be. If I can give back, I'd like to in as many ways as possible.
Lastly, the urgency of shifting planning from a group of thinkers to a group of thinker + doers has never been more clear than it is now. I think we have an opportunity to guide the industry forward, help both clients and others at our agencies understand where things are going and how we need to adapt to be successful, and lead the charge towards a better future. I sat in rooms over the past two days with some of the smartest people I've worked with, all energetic and passionate, and ready to get our collective hands dirty and do stuff rather than just talk about it.
And, as I've said a few times already, it was amazingly inspiring. As Rob and Adrian said in some of their closing thoughts, I hope that we look back at this conference as a pivotal moment for planners, and a point where we all feel like we finally started to implement the changes we've been talking about over the past few months and years.
Thanks again to
Mark and everyone who played a part in bringing Planningness together. Thanks to everyone who attended and made it the great event that it was. I hope that we get a chance to do it again soon, and rather than attend another conference where we all just get talked at for 4 days, we all choose to continue to attend the conference where we actually get to do stuff, and change the way our industry works.
