As you may or may not know, I am in Miami Ad School's Bootcamp for Account Planners. Part of the program involves lecture, where planning directors/VPs come in from various agencies (some have been Carmichael Lynch, Leo Burnett, and draftFCB) and speak on various topics.
While the majority of the lectures have been truly meaningful and eye-opening, there has yet to be a lecture devoted solely to the future of advertising, and specifically, the future of planning. Everyone knows that we're living in a changing world - (but hasn't it always been changing?) - where people control when and how they're touched by ads, where tv is losing its power of reach, where people create the ads and control the brand (to a point).
Should I be a little wary of my future if no one has talked about connections or transmedia planning? Hmm...
I've been hearing more and more about connections planning, or transmedia planning being the future of planning as a whole. I haven't done enough research to have a firm handle on what it is, though in general I can say it is using the insights of traditional planning while considering the contact points for the business/brand. I've been told it's account planning + media planning. Don't listen to me because I'm too green on this.
Here are some sources to bone up on connection(s) planning:
The Account Planning Group
No-Duh, Big A-ha
and transmedia planning:
Henry Jenkins
Convergence Culture: Where Old and New Media Collide by Henry Jacobs
Talent imitates, genius steals (Faris Yakob, Naked)
the fruits of imagination (Jason Oke, Leo Burnett)
I ordered Convergence Culture so I'll come back and post on thoughts as I read.
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2 comments:
Connections Planning in context.
AP, CP, IS: The Strategic Triumvirate
http://tinyurl.com/2tupwo
Henry Jenkins in his book “Convergence Culture” postulated the future of media usage as a “Transmedia storytelling” using Matrix as an example.
Great works of distillation has also been propounded by Faris and Ivan (owner of the attached picture chart) to explain this for the brand world.
I sincerely believe that the interconnectedness of the consumer world as an evolving TRANSUMER who is largely driven by experiences, discovery and variety (TrendWatch) supports the possibility of “smashing” the brand story into an unending soap opera, perfectly integrated as a continuum in different media aperture.
The idea is that rather than deploying different media apertures to communicate the same big idea, each channel is used to communicate different elements of the idea and yet everything still ties together by a brand narrative.
The narrative develop into a brand communities, in the same way that "The Matrix" generates knowledge communities , as consumers come together to share elements of the narrative (from movies, games, short clips etc.)
The sustainability of this multi-channel integration is the holding power created by the wildfire effect of the big idea narrative within social communities.
A transmedia strategy put lots of things out there, not necessarily expecting every person to see every piece, but creating enough interestingness that people will talk and eventually hear about pieces they haven't seen from someone.
Transmedia planning comes to challenge the long-held media-neutral thinking with a deliberate effort to empower individual media users and the power of the interrelationships that exist between us
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