I often wonder how I got here. Planning was a detour within advertising, one I never even thought of pursuing. When I took advertising in college talked mostly about Accounts and Creatives. Planning was never really discussed, and if it was it didn't make an impact on me.
I was assigned to a big project with working our head of Planning during my first month in advertising. During a cab rides back from a client's office, he told me he thought I had a "planning brain" and asked if I'd ever considered working in that group. The honest answer was no.
I was strictly on the digital path and nothing was going to derail me, certainly not a group called "Strategic Planning" that wasn't on my radar. I wonder what would have happened if I'd known what he was talking about and/or if I'd taken him seriously. That was almost five years ago. And now I'm here. How do things happen?
7 comments
Taking a detour- whether be it by changing strategies or shifting to a different- is essential in marketing. Not doing so may lead to the failure and non-effect of the campaign.
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In every strategic planning there will be detours to your plan but as long as you are leading to your destination its OK to use to another path.
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It's not that bad when some of your strategies doesn't work. There will always be something good along the way, all they have to do is keep doing what's right.
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In marketing there will always be different techniques in marketing your product. When one process doesn't work you need to learn other methods.
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Great article, I definitely learned something new. Thanks.
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Thanks for the comments... and the links.
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