Mark Lewis and I gave a presentation during a breakout session on the seven 'deadly' sins of planning over the last couple of days at the AAAA Planning Conference in San Diego . You can get a taste of the main points at Ad Age here and we've uploaded the slides on slideshare here, although they'll probably not make that much sense without the voiceover.
For those who came to listen, thank you and we urge you to try and think and do differently when you get back to your desks. And we'd love your feedback. We're not saying what we're talking about is the answer, but it's time for a debate and action before planning, and ad agencies, become irrelevant to business.
I thought this presentation was laughable.
Sophistry, ridiculous metaphors and the random application of academic theory from every branch of science known to man.
No, it's not that I don't 'get it'. In fact i DO get it. And it's not about entropy or evolutionary biology or any of the other myriad reference points you so pompously evoked.
If I had to make a satirical film about advertising, your presentation would be it.
'Be very'. Are you fucking kidding me?!
Put down your library books and do some thinking for brands, you silly fools.
Posted by: Ben Mason | August 08, 2007 at 03:57 AM
I thought this presentation was laughable.
Sophistry, ridiculous metaphors and the random application of academic theory from every branch of science known to man.
No, it's not that I don't 'get it'. In fact i DO get it. And it's not about entropy or evolutionary biology or any of the other myriad reference points you so pompously evoked.
If I had to make a satirical film about advertising, your presentation would be it.
'Be very'. Are you fucking kidding me?!
Put down your library books and do some thinking for brands, you silly fools.
Posted by: Ben Mason | August 08, 2007 at 03:57 AM
I thought this presentation was laughable.
Sophistry, ridiculous metaphors and the random application of academic theory from every branch of science known to man.
No, it's not that I don't 'get it'. In fact i DO get it. And it's not about entropy or evolutionary biology or any of the other myriad reference points you so pompously evoked.
If I had to make a satirical film about advertising, your presentation would be it.
'Be very'. Are you fucking kidding me?!
Put down your library books and do some thinking for brands, you silly fools.
Posted by: Ben Mason | August 08, 2007 at 03:57 AM
hello ben. thanks for posting 3 times. were you at san diego and posting under a fake name? and why didn't you leave a link or email? we were hoping for some constructive dialog.
Posted by: gareth | August 08, 2007 at 05:03 AM
Slide 21. Awesome...
Also: love the Twitter callout during the pres.
Posted by: Drew B | August 08, 2007 at 12:57 PM
Found the reference I was looking for.
Deadly Sin #3. Slide 21 & 27 reminded me of the book I just dug out: "The Book of Jerry Falwell," by Susan Harding. (Odd source I know, but bear with...)
27: "it takes a thousand voices to tell a single story."
Harding disects Fundamentalist language and storytelling in her workâspecifically the idea of "gaps." Preachers and ministers create gaps within their narratives in order to invite participation, encouraging listeners to complete the stories using their own personal references. Through this technique, the stories of others become personal to audiences.
I've always felt this is a powerful tool, leaving space for consumers to complete the message. In a way it feels like building empathy into ads (by leaving it out.)
These are just quick thoughts, but great presentation Gareth and Mark. It's sure to be the foundation of many conversations to come.
Posted by: Drew B | August 08, 2007 at 01:10 PM