I will start with my vocation for advertising…In fact I didn’t know anything about advertising and had never heard about planning before. I was just thinking: a field as controversial as advertising must be worth watching!
For a French master, you have to spent as much time for courses than for work experiences. I decided to explore the different facets of advertising and spent 2 months in a small central purchase unit in Lyon (4 employees), after I spent 3 months in an Advertising agency still in Lyon where I discovered planning. Well not exactly the ‘English’ planning, most of the French planners are used as a base of knowledge for their agency! Anyway I found this concept of being a free electron really interesting and decided to try planning at Publicis – Cachemire for 6 months and finally 7 months at AKQA in London.
When I look back, I realize that what I was thinking about advertising has always evolved because each agency has different perspectives: local business, national business, adapting a global campaign to a regional market, building a pan European or world wide campaign.
My vision has evolved but there is a big truth in that original planning and creativity are founded in an organic way of looking at the world at brands at competition…
The organic experience is the same than the organic education: you have to go further the usual tools, magazines, sites to bring some interesting insights. Organic planning loves the new, the weird… so you have to give him some food for original thoughts!
Interesting site. Useful information. Bookmarked.
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