An on-going blog to create debate and perhaps raise some awkward questions on the seven subjects discussed in Jon Steel’s video. Topic 7. “Is digital just another set of media for connecting with your audience?” About 50 years ago, ad guru Marshall McLuhan famously declared, “The medium is the message”. Frankly, I think that’s bull […]
An on-going blog to create debate and perhaps raise some awkward questions on the seven subjects discussed in Jon Steel’s video. Topic 6. “Planners should schedule fictitious meetings to escape and find inspiration” Not a bad idea, particularly in open-plan office environments where the general hubbub and cross-cube banter can be distracting, but is it […]
An on-going blog to create debate and perhaps raise some awkward questions on the seven subjects discussed in Jon Steel’s video. Topic 5. “Planners should take lots of vacations.” Wow – I’d love to work for Jon! Having already done most of South America, Asia, Australia and Europe, I can imagine visiting the all places […]
An on-going blog to create debate and perhaps raise some awkward questions on the seven subjects discussed in Jon Steel’s video. Topic 4. Making Brand Connections. Making connections between a brand’s promise and both broader cultural truths and the audience’s deep human needs, motivations, instincts and values is the bedrock of the account planning craft. […]
An on-going blog to create debate and perhaps raise some awkward questions on the seven subjects discussed in Jon Steel’s video. Topic 3. An account planner should be judged on the quality of the creative work. Does this mean the account planners behind less than brilliant creative work should be damned? Or should they be […]
An on-going blog to create debate and perhaps raise some awkward questions on the seven subjects discussed in Jon Steel’s video. Topic 2. Bring out the best in other people. Claiming an idea could encourage resentment or jealousy. While no-one in their right mind could disagree with the idea of bringing out the best in […]
Planning guru Jon Steel’s video about what he looks for in an account planner has been widely viewed and praised within the planning community. And for the most part, with good reason: He talks a lot of good, solid, common sense that’s both informational and inspiring, especially for young account planners. And for many more […]
