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August 02, 2005

Live from the AAAA Account Planning Conference

Live, but sleepy, as the sunset cruise around the lake last night was a big success.

So the conference kicked off yesterday with a great incitation by John Hunt, the Worldwide Creative Director of TBWA/Hunt/Lascaris. He defined Account Planners as the intelligentsia of the advertising industry. He charged us with the task of being catalysts to fresh new thinking and the goal to set creatives free from the code of sameness.

He said the definition of a great campaign is one where the idea comes from a different place - it's not just a great idea or a great execution of an idea. He described planners as the one who helps creatives find that new place. Any thoughts from creatives out there?


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I'm sure we'd all love to have a great planner at our side to help free us and help sell the client on these freeing solutions.

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