http://www.planning.ro Planning.ro RSS Feeder http://www.planning.ro/viewArticol.php?idEntitateText=90 http://www.planning.ro/viewArticol.php?idEntitateText=90 Despre transbranding Pozitionarea Pozitionarea este cea care te diferentiaza in mintea consumatorului este probabil una dintre afirmatiile care a revolutionat strategia de brand. Apartine, evident, lui Jack Trout, cel care este considerat parintele marketingului modern si care, alaturi de Al Ries, a inventat conceptul de pozitionare si a dezvoltat o serie de tehnici si reguli prin care procesul de pozitionare sa fie aplicat corect si eficient. Un astfel de proces depinde, in viziunea sa, de o ... contact@planning.ro http://www.planning.ro/viewArticol.php?idEntitateText=77 http://www.planning.ro/viewArticol.php?idEntitateText=77 Traditie vs. aniversare Dupa cum bine remarca un articol recent, traditia joaca un rol important in mesajele de comunicare din ultima vreme pe piata romaneasca. Nu sunt putine marcile care au ales sa se reintoarca la radacini si sa si asume un an de aparitie pe cat posibil mai indepartat de momentul prezent. Exista doua aspecte care trebuiesc discutate in ceea ce priveste acest recurs la trecut. Primul vorbim despre traditie ca element de pozitionare sau pur si simplu despre un gimmick de comunicare care sa mai ... contact@planning.ro http://www.planning.ro/viewArticol.php?idEntitateText=75 http://www.planning.ro/viewArticol.php?idEntitateText=75 ... contact@planning.ro http://www.planning.ro/viewArticol.php?idEntitateText=73 http://www.planning.ro/viewArticol.php?idEntitateText=73 All we need is love There's an old joke that says that when the account executive sells a creative proposal to the client, that happens thanks to the brilliant ideas of the creative team. On the other hand, when the account executive fails to approve a campaign, that happens because the account is rubbish. I can already see the smirk in the reader's face, nevertheless this quot;joke quot; is a true mirror of some relationships inside the advertising agency, particularly those between the account handlers and the creative ... contact@planning.ro http://www.planning.ro/viewArticol.php?idEntitateText=72 http://www.planning.ro/viewArticol.php?idEntitateText=72 Despre eficienta in advertising Advertising ul ca industrie este format dintr o serie de entitati care au nevoie de publicitate deoarece singura modalitate de a se dezvolta este de a educa consumatorii si de a convinge potentialii clienti ca acest element al mixului de marketing le este absolut vital. In acest proces de a face publicitate la publicitate, in singura categorie in care este permisa si publicitatea comparativa s a scos in fata partea carismatica a advertising ului si anume creativitatea. Si astfel toate ... contact@planning.ro http://www.planning.ro/viewArticol.php?idEntitateText=69 http://www.planning.ro/viewArticol.php?idEntitateText=69 ... contact@planning.ro http://www.planning.ro/viewArticol.php?idEntitateText=67 http://www.planning.ro/viewArticol.php?idEntitateText=67 ... contact@planning.ro http://www.planning.ro/viewArticol.php?idEntitateText=65 http://www.planning.ro/viewArticol.php?idEntitateText=65 ... contact@planning.ro http://www.planning.ro/viewInterviu.php?idEntitateText=101 http://www.planning.ro/viewInterviu.php?idEntitateText=101 Like it or not, se poate si fara departament de planning Crezi ca este esential pentru o agentie de advertising sa aiba departament de planning sau se poate si fara? Se poate si fara. Si nu zic asta doar pentru ca noi in prezent n avem un departament de strategie, ci pentru ca adevarul este ca meseria asta s a facut la modul cel mai grandios si inainte sa apara primul planner la BMP. Doar ca gandirea legata de quot;oare ce sa zic quot; si quot;de ce, cum si unde sa zic asta quot; era internalizata in procesul de creatie si efectuata de catre creativi. Like ... contact@planning.ro http://www.planning.ro/viewInterviu.php?idEntitateText=98 http://www.planning.ro/viewInterviu.php?idEntitateText=98 I don't like people who studied as planners since they were 18 Karim Mlaouah is the Strategic Planning Director for In Adv Italy. Before joining In Adv he worked as a planner in agencies like Leo Burnett Italy or Bates Italy for Philip Morris, McDonald's, Kellog's, Pfizer, Lucky Strike and other local clients. Do you think planning in the rest of Europe is in any way different from planning in an agency from Great Britain or the US? Well, yes, in terms of experience: planning started in UK in the 60's and so there's 30 40 years of knowledge ... contact@planning.ro http://www.planning.ro/viewInterviu.php?idEntitateText=97 http://www.planning.ro/viewInterviu.php?idEntitateText=97 Theres never been a better time to be a planner My guest is Andrew Hovells planner at Public since 2003, where he worked on brands like Morrisons, Northern Rock, DFS and Stanley Tools. You might know him as the Northern Planner. What is the latest piece of thinking that you consider pure genius and why? And I'm not talking about advertising campaigns exclusively. Im going to be cheeky and pick two. The first is Heroes. The comic book genre has been done to death at least in comic book land. I think the premise of ... contact@planning.ro http://www.planning.ro/viewInterviu.php?idEntitateText=96 http://www.planning.ro/viewInterviu.php?idEntitateText=96 Planners will usher in new types of marketing agencies Leland Maschmeyer is account planner at McKinney. He is a winner of the Miami Ad School's quot;Pick of the Litter quot; distinction and the AAAA Jay Chiat Account Planning Gold Award for Audi's quot;Art of the Heist, quot; as well as MIXX and Effie awards for Oasys Mobile's Pherotones campaign. Many of you might know him from his blog quot;Whistle Through Your Comb quot;, where you can find a lot of great material on planning and other interesting ... contact@planning.ro http://www.planning.ro/viewInterviu.php?idEntitateText=94 http://www.planning.ro/viewInterviu.php?idEntitateText=94 Interesting You've made the concept of interestingness just as relevant as the idea of lovemarks in advertising. What does it mean for a brand to be interesting? My short definition of interesting is quot;worth thinking about. quot; So an interesting brand is one that people continue to think about on their own and maybe even to talk about with others. It's a brand that people make up stories about. It's a brand that becomes, if only for a particular target market, a working piece of culture, passed along and ... contact@planning.ro http://www.planning.ro/viewInterviu.php?idEntitateText=88 http://www.planning.ro/viewInterviu.php?idEntitateText=88 Planuiti, fete si baieti, numai planuiti Ileana Serban Parau este Human Insight Director la McCann Erickson. Sperand sa nu gresesc, quot;Human Insight Director quot; este un echivalent al mai des intalnitei denumiri de quot;Head of Planning quot; folosita de alte agentii. Aceasta noua denumire tine sa corecteze ceva din neajunsurile termenului de quot;planning quot; oferind o viziune mai clara asupra a ceea ce trebuie sa faca de fapt un strategic planner intr o agentie de publicitate. Pentru ca McCann este una dintre acele putine agentii din Romania care ... contact@planning.ro http://www.planning.ro/viewInterviu.php?idEntitateText=81 http://www.planning.ro/viewInterviu.php?idEntitateText=81 Blogging has been a godsend for many planners For those of you who are daily readers of planning blogs HolyCow is probably a very familiar name. Its the blog of Mark Hancock, Planning Director at Proximity London, one of the best relationship and direct marketing agencies in the UK. Here is an interview where Mark states that blogging has been very useful for planners. Find out why and also find out Marks view on account planning. What is your definition of account ... contact@planning.ro http://www.planning.ro/viewInterviu.php?idEntitateText=80 http://www.planning.ro/viewInterviu.php?idEntitateText=80 Planning will continue to move out of ad agencies According to his blog, Jeffre Jackson began working in systems development at an investment bank. Then he studied psychology. Then he was bitten by a small child while working on Sega for Goodby Silverstein. Then he worked for Wieden and Kennedy in Portland and became head of planning Wieden's Amsterdam office. Now he is part of a quot;global small business quot; called Open Intelligence ... contact@planning.ro http://www.planning.ro/viewInterviu.php?idEntitateText=79 http://www.planning.ro/viewInterviu.php?idEntitateText=79 Existenta unui departament da legitimitate demersului strategic Cu toate ca strategie s a facut tot timpul la Saatchi amp; Saatchi, agentia a decis acum ceva vreme ca a venit momentul sa institutionalizeze disciplina account planning ului sub forma departamentala. Se pare ca fost o decizie bine venita si mult asteptata in interior (si in exterior, am spune noi, cei care dorim sa vedem cat mai mult planning in industria de publicitate din Romania). De lungul si probabil anevoiosul proces de implementare a departamentului se ocupa Cristina Iordanescu, unul ... contact@planning.ro http://www.planning.ro/viewInterviu.php?idEntitateText=78 http://www.planning.ro/viewInterviu.php?idEntitateText=78 Meseria de strateg este o meserie de vocatie Stefan Pop este unul dintre oamenii care au facut parte din vechea garda a agentiei D'Arcy despre care astazi industria de publicitate vorbeste in termeni laudativi, nostalgici. Astazi, la mai bine de trei ani de la desfiintarea D'Arcy, Stefan a fost promovat in functia de strategic planner la TBWA/Merlin, reprezentanta locala a respectatei retele TBWA, cunoscuta in strategie pentru inventarea conceptului de 'disruption'. De a lungul carierei in advertising, asa cum se intampla de foarte multe ... contact@planning.ro http://www.planning.ro/viewInterviu.php?idEntitateText=76 http://www.planning.ro/viewInterviu.php?idEntitateText=76 Cat de multa cercetare stim? Se face suficienta cercetare pentru dezvoltarea de strategie in Romania? Greu de zis. Probabil, nu. Cert este ca, in acest moment, agentiile de publicitate resimt nevoia unor specialisti in cercetare care sa isi puna in valoare cunostintele, in special in ceea ce priveste masurarea succesului campaniilor. Din cauza ca acesti specialisti se afla doar in firmele de cercetare si nu si in agentii (in calitate de strategic planneri), exista inca agentii de advertising care nu colaboreaza cu agentii ... contact@planning.ro http://www.planning.ro/viewInterviu.php?idEntitateText=70 http://www.planning.ro/viewInterviu.php?idEntitateText=70 Account planning as seen from Germany Not only the UK or the US advertising agencies have planning departments. We all know that. But I guess we rarely think about what happens in other countries. Still, for Romanian agencies (and not only for them) it might be more relevant to learn from the experience of those countries who adopted planning later on. What were the problems they had to confront at the beginnings, how is planning seen from their perspective at the moment. This is why after I had talked with Kerstin Foell, Head of ... contact@planning.ro http://www.planning.ro/viewInterviu.php?idEntitateText=68 http://www.planning.ro/viewInterviu.php?idEntitateText=68 ... contact@planning.ro http://www.planning.ro/viewInterviu.php?idEntitateText=59 http://www.planning.ro/viewInterviu.php?idEntitateText=59 An AdLiterate on planning Richard Huntington is Planning Director of United London. Before joining United in 1997 Richard put in time at both AMV.BBDO and BHWG. According to the APG website quot; , Richard quot;has made rodeo sexy, produced food porn for Diet Tango, helped men confront their fear of the phone and made Iceland the most opinionated supermarket in Britain. Richard has his last Tango ad banned for encouraging bullying quot;. On his ... contact@planning.ro http://www.planning.ro/viewInterviu.php?idEntitateText=64 http://www.planning.ro/viewInterviu.php?idEntitateText=64 Planner ul si research erul au un limbaj comun Dan Petre este director al departamentului de cercetare calitativa al D amp;D Research, una dintre acele mari agentii mici de cercetare din Romania, cunoscuta in special pentru realizarea studiului sindicalizat al industriei de advertising AdMarket. Avand o experienta vasta in domeniul cercetarii si fiind autor al mai multor lucrari de specialitate, Dan Petre este, de asemenea, Conferentiar universitar doctor la Facultatea de Comunicare si Relatii Publice unde preda cursuri pe teme de advertising ... contact@planning.ro http://www.planning.ro/viewInterviu.php?idEntitateText=55 http://www.planning.ro/viewInterviu.php?idEntitateText=55 I have a lot of respect for junior planners I think all of you have visited the blog of Russell Davies: a daily destination for advertising people and source of inspiration for planners. For those who haven't (which is a thing you should not tell anyone about), in brief, you should know that before working for Wieden amp;Kennedy (both Portland and London), Russell has worked for agencies like Delaney Fletcher, TBWA and Leo Burnett. Today, besides planning on the client's side for Nike, Russell Davies is also Chair of the UK's Account ... contact@planning.ro http://www.planning.ro/viewInterviu.php?idEntitateText=58 http://www.planning.ro/viewInterviu.php?idEntitateText=58 To be or not to be media neutral John Robson is one of the founding partners of the London based agency Sparkler. Having an extensive planning experience, John Robson began his career at Abbott Mead Vickers and was then a founding member of St. Luke's. This was followed several years at Lowe Howard Spink where he ended up a board director managing amp; developing Tesco's advertising strategy. As Sparkler people call themselves quot;media brand experts quot; and John kindly agreed to answer our questions, here it is, a discussion on ... contact@planning.ro http://www.planning.ro/viewInterviu.php?idEntitateText=30 http://www.planning.ro/viewInterviu.php?idEntitateText=30 ... contact@planning.ro http://www.planning.ro/viewInterviu.php?idEntitateText=54 http://www.planning.ro/viewInterviu.php?idEntitateText=54 Despre strategic planning in Romania Numele lui Razvan Matasel este puternic asociat in Romania cu numele strategic planner ului. Iar asta se intampla pentru ca Research amp; Strategic Planning Director ul Leo Burnett a facut foarte multe eforturi pentru a promova aceasta disciplina la noi, scriind articole, raspunzand la interviuri, participand la conferinte si, nu in ultimul rand, predand cursuri despre acest subiect la Facultatea de Comunicare si Relatii Publice si la MBA ul canadian. Acest interviu va ofera, pe scurt, ... contact@planning.ro http://www.planning.ro/viewInterviu.php?idEntitateText=31 http://www.planning.ro/viewInterviu.php?idEntitateText=31 ... contact@planning.ro http://www.planning.ro/viewInterviu.php?idEntitateText=29 http://www.planning.ro/viewInterviu.php?idEntitateText=29 A step ahead in planning After working for Lowe, dfgw and TBWA in the UK, Gareth Kay moved to Boston in 2003 to build the planning department at Modernista!, an independent agency that is known for their unconventional creative work for clients like Hummer, Budweiser, TIAA CREF, Napster, Rossignol or MTV. The interview with Gareth will enable you to find out more about Modernista! and also about a new type of planner: the engagement planner. If after reading the interview you will want to find out more about Gareth, ... contact@planning.ro http://www.planning.ro/viewInterviu.php?idEntitateText=56 http://www.planning.ro/viewInterviu.php?idEntitateText=56 'INSIGHTMENT' This website will probably contain a lot of materials covering the topic of quot;consumer insight quot;. It is because a lot of planners, research or marketing people have their own perspectives on insights. quot;Insightment quot; is a term I first heard about when reading an Admap article by Anthony Tasgal called quot;Insightment: Where Art Meets Science quot;. Although it is a pretty short article, it is one of the best articles I saw so far about quot;insights quot;. Anthony Tasgal worked as an account planner for over 18 ... contact@planning.ro http://www.planning.ro/viewInterviu.php?idEntitateText=34 http://www.planning.ro/viewInterviu.php?idEntitateText=34 Adding value through planning John Griffiths has one of the most useful websites about account planning on the web: planningaboveandbeyond. This is the website that should get the credit for having planning.ro. Why? Because after visiting it, the idea of having a website for account planning in Romania first came up. And the interview with John Griffiths has been the first one with a planner from abroad to be published on IQads. You should know that John ... contact@planning.ro http://www.planning.ro/viewStire.php?idEntitateText=106 http://www.planning.ro/viewStire.php?idEntitateText=106 Global Beersphere si la Bucuresti O prima initiativa globala a plannerilor din intreaga lume, courtesy of Faris Yakob. Read all about it ... contact@planning.ro http://www.planning.ro/viewStire.php?idEntitateText=104 http://www.planning.ro/viewStire.php?idEntitateText=104 Teodor Cucu, noua carma a strategiei GMP Teodor Cucu este noul Head of Strategy la GMP, preluand stafeta de la Mirela Angelescu. Theo s a alaturat departamentului de strategie al GMP la sfarsitul lui 2006, perioada in care a realizat cercetarile si strategia pentru campaniile Timisoreana, Unilever (Omo, Coccolino si AXE), Millennium Bank, Apa Nova, Sensiblu, Itsy Bitsy, SECS, UCPR, dar si pentru Referendumul impotriva demiterii Presedintelui. Cred in planning ul care genereaza idei si creatie pe masura, nu doar in planning de ... contact@planning.ro http://www.planning.ro/viewStire.php?idEntitateText=105 http://www.planning.ro/viewStire.php?idEntitateText=105 Dupa 6 ani alaturi de Leo Burnett, Razvan Matasel ia calea antreprenoriatului Departamentul de strategie al agentiei va fi condus de Elena Ionita si Victor Stroe. De la sfarsitul lunii august, Razvan Matasel, in prezent Head of Planning la Leo Burnett, se va dedica pornirii unei afaceri pe cont propriu. Razvan este unul dintre acei putini profesionisti ambitiosi pe care orice manager si i doreste sa i aiba alaturi. Acum sase ani, pe vremea cand altii nici nu si puneau problema, dorinta noastra si visul lui a fost sa punem bazele celui mai bun departament de ... contact@planning.ro http://www.planning.ro/viewStire.php?idEntitateText=103 http://www.planning.ro/viewStire.php?idEntitateText=103 Pe 27 iunie, Grapefruit prezinta Dialoguri despre brand Pe 27 iunie, Grapefruit in parteneriat cu World Trade Center Bucuresti organizeaza seminarul Dialoguri despre brand, primul modul complet de training de brand management disponibil in Romania. Dedicat specialistilor in comunicare, seminarul combina cunostinte de branding si brand management cu elemente de strategic planning si marketing communications. Dialoguri de Brand are ca tema generarea si amplificarea reactiilor puternice la mesajele brandurilor si se desfasoara sub forma unor ... contact@planning.ro http://www.planning.ro/viewStire.php?idEntitateText=102 http://www.planning.ro/viewStire.php?idEntitateText=102 Castigatorii EFFIE 2008 ALCOHOLIC BEVERAGES Castigatori: Silver EFFIE: Campania: Mens day Brand: Bergenbier Inscrisa de Leo Burnett amp; Target Gold EFFIE: Campania: The story goes on Brand: Timisoreana Inscrisa de GMP Advertising NON ALCOHOLIC BEVERAGES Castigatori: Silver Effie : Campania: Family harmony Brand: Giusto Inscrisa de Cupid Consultancy Silver Effie: Campania: Urban Fest Brand: Mountain Dew Inscrisa de Graffiti BBDO Bronze Effie: Campania: Wild Christmas Brand: ... contact@planning.ro http://www.planning.ro/viewStire.php?idEntitateText=100 http://www.planning.ro/viewStire.php?idEntitateText=100 Mirela Angelescu devine Strategy Director la GMP Dupa construirea departamentului de Client Service al GMP, Mirela Angelescu a acceptat o noua provocare a agentiei: dezvoltarea si managementul departamentului de strategie. De cand fac Client Service, am crezut cu tarie ca intelegerea clientului, a consumatorului, a contextului trebuie sa fie prima calitate a unui om de Client Service. Ideile mele despre importanta cunostintelor strategice in Client Service nu s au schimbat si sunt mandra ca am construit la GMP un departament care crede ... contact@planning.ro http://www.planning.ro/viewStire.php?idEntitateText=99 http://www.planning.ro/viewStire.php?idEntitateText=99 Mark Earls vine in Romania la Inspire 2008 Mark Earls, specialist in strategie si marketing de talie mondiala, este invitatul special in cadrul evenimentului Inspire 2008. Mark este un autor recunoscut pe plan international, semnand carti de specialitate foarte apreciate de publicul din domeniu. Pe parcursul evenimentului, Mark va avea doua interventii, in prima dintre acestea, pe 21 noiembrie, prezentand conceptul de mass behavior si evolutia sa pe parcursul unei generatii. In cea de a doua zi a evenimentului, 22 ... contact@planning.ro http://www.planning.ro/viewStire.php?idEntitateText=95 http://www.planning.ro/viewStire.php?idEntitateText=95 Leo Burnett este singura agentie romaneasca premiata la Euro Effie Leo Burnett a reusit inca o performanta fara precedent in industria de advertising din Romania a adus acasa primul premiu obtinut vreodata de o agentie romaneasca la Euro Effie Awards, cea mai prestigioasa competitie europeana ce recompenseaza eficienta campaniilor de publicitate implementate la nivel regional. Trofeul castigat de Leo Burnett este un Bronze Effie si a fost acordat campaniei Tide pentru Supermame, conceputa pentru brandul Tide, client Procter amp; Gamble. Premiul ... contact@planning.ro http://www.planning.ro/viewStire.php?idEntitateText=93 http://www.planning.ro/viewStire.php?idEntitateText=93 Eveniment de strategie si planning in marketing si comunicare Pe 9 10 octombrie 2007, Evensys organizeaza la JW Marriott Bucharest Grand Hotel evenimentul MasterPlan 2007. Organizat in colaborare cu APG Romania (Account Planning Group), Master Plan se pozitioneaza ca un eveniment de strategie si planning in marketing si comunicare. Timp de doua zile, profesionisti de renume din tara si strainatate vor acoperi teme actuale pentru industria de comunicare, precum rolul strategiei in marketingul modern, importanta cercetarii in procesul de planning si ... contact@planning.ro http://www.planning.ro/viewStire.php?idEntitateText=92 http://www.planning.ro/viewStire.php?idEntitateText=92 Strategic plannerii din Romania au o asociatie proprie Incepand cu iulie 2007, ca urmare a activitatii unui grup de initiativa din care fac parte mai multi strategic planneri din Romania a luat fiinta prima asociatie profesionala a oamenilor care fac strategie in domeniul comunicarii APG Romania (Account Planning Group). APG Romania face parte din familia internationala a Account Planning Group, alaturi de alte asociatii similare, precum cele din Marea Britanie, Australia, Germania, Argentina sau Spania. Infiintarea APG Romania vine ca un pas ... contact@planning.ro http://www.planning.ro/viewStire.php?idEntitateText=91 http://www.planning.ro/viewStire.php?idEntitateText=91 Leo Burnett este singura agentie romaneasca nominalizata la APG Creative Planning Awards Leo Burnett aduce in Romania prima nominalizare la APG Creative Planning Awards, una dintre cele mai prestigioase competitii internationale de strategie. Nominalizarea a fost obtinuta pentru brand ul Wash amp;Go,client Procter amp;Gamble. Avand deja in portofoliu un Bronze Effie (2006) si o nominalizare la EuroEffie (2005), Wash amp;Go confirma inca o data:Nominalizarea la APG Creative Planning Awards este o datorie implinita in primul rand fata de echipa Wash amp;Go, pentru pasiunea si munca din spatele ... contact@planning.ro http://www.planning.ro/viewStire.php?idEntitateText=89 http://www.planning.ro/viewStire.php?idEntitateText=89 Se apropie IDEA FORUM Forumul ideilor in marketing, publicitate, media si online va avea loc intre 12 13 iunie, la JW Marriott Bucharest Grand Hotel. IDEA FORUM va urmari pe parcursul a doua zile cele mai inovative idei, concepte si tendinte din marketing, advertising, media si digital, prezentandu le din perspectiva unor vorbitori de marca internationali si locali, oameni care nu doar comenteaza aceste teorii, ci le creeaza. Prima zi, 12 iunie, va include 4 conferinte ce vor acoperi cele mai interesante zone de ... contact@planning.ro http://www.planning.ro/viewStire.php?idEntitateText=87 http://www.planning.ro/viewStire.php?idEntitateText=87 Premiile EFFIE 2007 GRAND EFFIE Headvertising pentru Gazeta Sporturilor Smaller but handier ALCOHOLIC BEVERAGES Gold EFFIE Leo Burnett amp; Target for Bergenbier New q pack shape for smart guys Gold EFFIE Leo Burnett amp; Target for Bergenbier Equity campaign 2006 Silver EFFIE Next Advertising si CAP for Zaraza 3 stars Gentlemen Bronze EFFIE Ursus Breweries for Timisoreana Timisoreana 2L Introduction DAVID VS. GOLIATH Gold EFFIE Graffiti BBDO for ... contact@planning.ro http://www.planning.ro/viewStire.php?idEntitateText=86 http://www.planning.ro/viewStire.php?idEntitateText=86 A inceput numaratoarea inversa pentru inscrierile la EFFIE Awards 2007 Cei care doresc sa participe la EFFIE 2007 mai au o saptamana la dispozitie pentru a se inscrie in competitie. Inscrierile se pot face pana la data de 9 martie 2007, la compania organizatoare Millenium Communications (informatii suplimentare la www.effie.ro). Campaniile trebuie sa fi rulat in anul 2006, pe cel putin un suport media, sa aiba obiective clare si sa prezinte dovada indeplinirii sau depasirii acestora. Ele trebuie sa combine in mod reusit toate disciplinele unui program de ... contact@planning.ro http://www.planning.ro/viewStire.php?idEntitateText=85 http://www.planning.ro/viewStire.php?idEntitateText=85 Leo Burnett lanseaza LeoShe Departamentul de Strategie al Leo Burnett amp; Target a facut astazi cunoscute rezultatele studiului InsideOut o prima cercetare dintr un amplu proiect de research calitativ dedicat exclusiv femeilor. Realizat sub forma unui complex set de interviuri individuale, InsideOut are un subiect inedit, anume relatia dintre femei si gentile lor. Continutul, rolul si semnificatiile atribuite acestor accesorii au fost prezentate prin intermediul unui raport facut public si pe site ul ... contact@planning.ro http://www.planning.ro/viewStire.php?idEntitateText=82 http://www.planning.ro/viewStire.php?idEntitateText=82 EFFIE, plus valoare pentru agentii si clienti Un premiu EFFIE poate consolida relatia dintre agentiile de publicitate si clienti, iar in timpul pitch urilor poate cantari in favoarea agentiilor premiate. Oameni de marketing, cat si cei de publicitate sunt de acord ca EFFIE reprezinta un standard al industriei, care certifica rezultatele obtinute, atat prin meritele unei agentii, cat si ale clientului respectiv. Un premiu EFFIE pentru agentia cu care lucrezi este semnul recunoasterii valorii si eficientei muncii lor. Un element ... contact@planning.ro http://www.planning.ro/viewStire.php?idEntitateText=83 http://www.planning.ro/viewStire.php?idEntitateText=83 Breakfast se prezinta O strategie buna este pentru business ca micul dejun pentru o zi lunga. Si cum piata romaneasca este in plin proces de maturizare in ceea ce priveste marketing ul si comunicarea, un shop specializat in strategie de brand si de comunicare este azi la fel de exotic ca un studio de creatie la inceputul mileniului. Tot mai multi clienti ai agentiilor de publicitate incep sa intrebe azi: dar de strategie cine se ocupa? Acestia incep sa vada distinctia intre un om de client service, care este ... contact@planning.ro http://www.planning.ro/viewStire.php?idEntitateText=84 http://www.planning.ro/viewStire.php?idEntitateText=84 Previziuni EFFIE 2007 Promotiile, bauturile alcoolice si racoritoare, produsele de larg consum ar putea fi printre cele mai disputate categorii in cadrul competitiei EFFIE de anul acesta, dupa previziunile membrilor juriului. Este de asteptat ca alte categorii care vor atrage un numar mare de inscrieri sa fie telecomunicatii, produse de folosinta indelungata, servicii financiare si nou introdusa categorie Renaissance. Ma astept sa avem un numar si mai mare de intrari, un numar din ce in ce mai mare de ... contact@planning.ro http://www.planning.ro/viewStire.php?idEntitateText=74 http://www.planning.ro/viewStire.php?idEntitateText=74 Cercetarea de marketing o noua lucrare in colectia Brandbuilders Brandbuilders prima editura din Romania specializata in carte de marketing si advertising a lansat primul titlu din colectie in limba romana. Este vorba de lucrarea quot;Cercetarea de marketing quot; cum patrunzi in mintea consumatorului, cum masori si cum analizezi informatia, autor Petre Datculescu, director al institutului IRSOP Market Research amp; Consulting. quot;Cercetarea de marketing quot; ofera toate resursele necesare proiectarii, realizarii si interpretarii unei cercetari de marketing sau de ... contact@planning.ro http://www.planning.ro/viewStire.php?idEntitateText=63 http://www.planning.ro/viewStire.php?idEntitateText=63 Regele a murit un remember Stephen King In data de 16 februarie 2006, Stephen King, unul dintre fondatorii disciplinei de account planning a incetat din viata. La sfarsitul anilor '60, in paralel cu Stanley Pollitt la Boase Massimi Pollitt, Stephen King a creat primul departament de account planning din istoria advertising ului, in cadrul agentiei J. Walter Thompson, dand nastere unei discipline care, la peste 30 de ani de la aparitie, in conditiile raspandirii sale in toate disciplinele comunicarii (DM, PR, marketing, agentii de ... contact@planning.ro http://www.planning.ro/blog_permalink.php?ID=1 http://www.planning.ro/blog_permalink.php?ID=1 INTRODUCTION The Planner's eye section is some sort of a blog. Yet, it is not a quite traditional one as anyone can blog here if he/she has anything interesting to say. Basically, it might be a strange combination between a blog and a forum, or maybe, a public discussion group. The blog will be bilingual, both Romanian and English, and every interesting post from the users of the website will be published. What we are looking for in this section is to have observations, thoughts, ideas, insights, links ... contact@planning.ro http://www.planning.ro/blog_permalink.php?ID=2 http://www.planning.ro/blog_permalink.php?ID=2 Disclaimer Mii de scuze celor care au incercat sa acceseze site ul in cursul zilei de ieri prima zi dupa lansare. Au fost ceva probleme cu serverul care hosteaza acest site. Curat ghinion! Daca in timpul navigarii va intalniti cu erori, le asteptam pe contact@planning.ro pentru a le putea elimina. ... contact@planning.ro http://www.planning.ro/blog_permalink.php?ID=3 http://www.planning.ro/blog_permalink.php?ID=3 ... contact@planning.ro http://www.planning.ro/blog_permalink.php?ID=4 http://www.planning.ro/blog_permalink.php?ID=4 Some nice feed back (we guess) From Jay Crandell on Russell's blog. ... contact@planning.ro http://www.planning.ro/blog_permalink.php?ID=5 http://www.planning.ro/blog_permalink.php?ID=5 A Creative on planning I was reading the March edition of AdWeek when I've found this article (an interview actually) called quot;Truth in Advertising quot;. Jamie Barrett, partner/creative director at Goodby, Silverstein amp; Partners expresses his view as a creative on the Lie quot;We believe wholeheartedly in account planning quot;. quot;We believe in smart people. And we believe that planners are among the most brilliant people in advertising. Do we think great advertising can be created in the absence of a planning department? ... contact@planning.ro http://www.planning.ro/blog_permalink.php?ID=6 http://www.planning.ro/blog_permalink.php?ID=6 The age of diversity On his visit to Bucharest, Russell Davies noticed (close to Piata Amzei) this funny store called Bonus Plus (foto 1). The strange thing happens that right next to this store there is now another one (foto 2) which is worth noticing. It offers both quot;clothing amp; legalized translations quot;. I just don't get it which is the bonus and which is the ... contact@planning.ro http://www.planning.ro/blog_permalink.php?ID=7 http://www.planning.ro/blog_permalink.php?ID=7 Quote of the day An excellent thought in the context of engagement planning quot;Tell me and I will forget. Show me and I will remember. Involve me and I will understand. quot; ... contact@planning.ro http://www.planning.ro/blog_permalink.php?ID=8 http://www.planning.ro/blog_permalink.php?ID=8 ... contact@planning.ro http://www.planning.ro/blog_permalink.php?ID=9 http://www.planning.ro/blog_permalink.php?ID=9 ... contact@planning.ro http://www.planning.ro/blog_permalink.php?ID=10 http://www.planning.ro/blog_permalink.php?ID=10 Exista categorii low involvement? ... sau exista doar categorii unde nu s au gasit elemente care, prin comunicare, sa transforme categoria intr una high involvement. O tema din seria quot;never thought about it this way quot; inceputa de Richard Huntington pe Adliterate aici. ... contact@planning.ro http://www.planning.ro/blog_permalink.php?ID=11 http://www.planning.ro/blog_permalink.php?ID=11 Innovative shit! Exista anumite aspecte quot;incomode quot; in a fi proprietar de caine. Unul dintre ele se produce atunci cand, intr un moment de inalta emotie si tensiune (fizica si sufleteasca), cainele se hotaraste sa isi indeplineasca menirea pentru care a fost scos la plimbare exact in mijlocul trecerii de pietoni. Aceeasi situatie se repeta de nenumarate ori in fata unor restaurante luxoase, a unor hoteluri, pe langa alimentare si (insight de proprietar!), enervant de des, pe aleile din parcuri exact la 100 m de ... contact@planning.ro http://www.planning.ro/blog_permalink.php?ID=12 http://www.planning.ro/blog_permalink.php?ID=12 Vrei sa te angajezi ca planner? Cateva sfaturi excelente de la un tanar planner pe numele sau Asi Sharabi intr un post care povesteste felul in care si a gasit un job la The Grand Union. ... contact@planning.ro http://www.planning.ro/blog_permalink.php?ID=13 http://www.planning.ro/blog_permalink.php?ID=13 ... contact@planning.ro http://www.planning.ro/blog_permalink.php?ID=14 http://www.planning.ro/blog_permalink.php?ID=14 ... contact@planning.ro http://www.planning.ro/blog_permalink.php?ID=15 http://www.planning.ro/blog_permalink.php?ID=15 Dogvertising Great innovative for Pedigree using dog sniffing. ... contact@planning.ro http://www.planning.ro/blog_permalink.php?ID=17 http://www.planning.ro/blog_permalink.php?ID=17 In ajun de festival Suntem in ajun de gala Ad'Or si ma gandeam la ideea de festival de publicitate. Nu cred ca exista planner sau aspirant la aceasta titulatura care sa nu fi vanat, citit si recitit castigatorii la APG ... contact@planning.ro http://www.planning.ro/blog_permalink.php?ID=18 http://www.planning.ro/blog_permalink.php?ID=18 Please take some time ... ... and read this sensational conversation between Gareth Kay of Modernista and John Grant (author of the Brand Innovation Manifesto). You'll find John Grant challenging quot;messaging quot; as the most effective strategy or talking about how planning can be done without thinking of a target audience (and the disadvantages of this method). ... contact@planning.ro http://www.planning.ro/blog_permalink.php?ID=19 http://www.planning.ro/blog_permalink.php?ID=19 Don't be stupid! When I see great creative ideas I think of me as stupid. Probably this is why I particulary like to define creativity as quot;the sudden end of stupidity quot; (I read this definition once, but sorry I can't remember who said it first). It's seems such a true ... contact@planning.ro http://www.planning.ro/blog_permalink.php?ID=20 http://www.planning.ro/blog_permalink.php?ID=20 Targeting men and targeting women Two completely different processes with different things to consider when developing communication strategies. Some differences pointed out in this classic Seinfeld moment. ... contact@planning.ro http://www.planning.ro/blog_permalink.php?ID=21 http://www.planning.ro/blog_permalink.php?ID=21 ... contact@planning.ro http://www.planning.ro/blog_permalink.php?ID=22 http://www.planning.ro/blog_permalink.php?ID=22 ... contact@planning.ro http://www.planning.ro/blog_permalink.php?ID=23 http://www.planning.ro/blog_permalink.php?ID=23 Despre Integrare (nu in UE, ci in comunicare) O noua disciplina quot;fancy quot; de planning a aparut si in Romania...communication planner ul .. .sau specialistul in touch/contact points. Acest om cauta cele mai relevante puncte de contact intre marci si consumatori. Le cauta, le gasesc, gasesc insight uri pentru ele, prioritizeaza aceste puncte neexploatate inainte si roaga colegii creativi sa gaseasca si noi executii ale Ideii Marcii pentru aceste puncte. Un proces in care logica se imbina cu creativitatea si in care cercetarea calitativa si cea ... contact@planning.ro http://www.planning.ro/blog_permalink.php?ID=24 http://www.planning.ro/blog_permalink.php?ID=24 One word brief Tocmai am terminat de citit cartea lui John Grant quot;The New Marketing Manifesto quot;. Asta e. Unii citesc mai greu. Si am regasit clasica quot;one word brand planning approach quot;. Cred ca este un exercitiu extraordinar de quot;reduction quot; care te forteaza sa quot;sacrifici quot; pentru a putea directiona. Iata cateva dintre exemplele preferate de brief uri ale autorului reduse la 1 cuvant (la unele dintre ele a contribuit cand lucra la St. Luke): Coca Cola Always Eurostar Calm Radio I Reality Midland ... contact@planning.ro http://www.planning.ro/blog_permalink.php?ID=25 http://www.planning.ro/blog_permalink.php?ID=25 The definition of planning It seems that somebody did notice that the interviews on planning.ro always begin with the same question. And that is was meant to be like that. Definitions of planning right here. ... contact@planning.ro http://www.planning.ro/blog_permalink.php?ID=26 http://www.planning.ro/blog_permalink.php?ID=26 Business emotional intelligence I've missed this movie on Russell's blog. But I've found it on youtube.com and I thought I'd put it here. It contains incredible useful information on how to get along with people inside an advertising agency. Russell's words are charming as usual. It's useful for planners, but not only for them. Watch it and send your greetings to your IT manager. You'll understand why. ... contact@planning.ro http://www.planning.ro/blog_permalink.php?ID=27 http://www.planning.ro/blog_permalink.php?ID=27 ... contact@planning.ro http://www.planning.ro/blog_permalink.php?ID=28 http://www.planning.ro/blog_permalink.php?ID=28 ... contact@planning.ro http://www.planning.ro/blog_permalink.php?ID=29 http://www.planning.ro/blog_permalink.php?ID=29 De ce am rezistat o ora pe OTV In meseria de planner, contactul cu oamenii se poate intampla in diverse momente si in diverse modalitati, directe sau indirecte. Din perspectiva produsului mediatic consumat de acestia, unul din momente este acela al initiarii comunicarii de catre furnizorul de media. Atunci cand te asezi in fata televizorului ca un planner si te uiti la postul TV odata cu ceilalti oameni, faci primul pas spre intelegerea relatiei dintre acestia si produsul media respectiv. ::::: Acum vreau sa va povestesc ... contact@planning.ro http://www.planning.ro/blog_permalink.php?ID=30 http://www.planning.ro/blog_permalink.php?ID=30 Cercetarea de marketing Pentru toti cei care au in job description si cercetarea (stim noi cine), iata ca a aparut o lucrare noua in colectia Brandbuilders. Este vorba de quot;Cercetarea de marketing quot; de Petre Datculescu. Primul titlu in limba romana din colectie. ... contact@planning.ro http://www.planning.ro/blog_permalink.php?ID=31 http://www.planning.ro/blog_permalink.php?ID=31 Just a few days before the World Cup I just got this by mail. Too funny and too insightful to keep it for myself. ... contact@planning.ro http://www.planning.ro/blog_permalink.php?ID=32 http://www.planning.ro/blog_permalink.php?ID=32 ... contact@planning.ro http://www.planning.ro/blog_permalink.php?ID=33 http://www.planning.ro/blog_permalink.php?ID=33 ... contact@planning.ro http://www.planning.ro/blog_permalink.php?ID=34 http://www.planning.ro/blog_permalink.php?ID=34 Presenting creative work to clients Did it ever feel like this? ... contact@planning.ro http://www.planning.ro/blog_permalink.php?ID=35 http://www.planning.ro/blog_permalink.php?ID=35 ... contact@planning.ro http://www.planning.ro/blog_permalink.php?ID=36 http://www.planning.ro/blog_permalink.php?ID=36 Examen la strategie A mai trecut un examen la strategie cu studentii de la cursul meu de la SNSPA, Masterul de publicitate si reclama. Subiectul practic a fost: redactarea unui brief de creatie pentru o campanie de comunicare a unui mar (bineinteles cu inventarea unui context). Am ramas placut impresionat de efortul unor studenti de a diferentia MARUL. Unii au incercat sa faca aceasta diferentiere plecand din PRODUS (cred foarte mult ca integrarea trebuie sa inceapa de la produs), iar altii (si as vrea sa i ... contact@planning.ro http://www.planning.ro/blog_permalink.php?ID=37 http://www.planning.ro/blog_permalink.php?ID=37 Un fund gol Ati remarcat la Strategic ad urile pentru Lovemarks amplasate chiar in stanga scenei in sala New York? Ei bine, eu da. Insa am observat ca am fost unul dintre putinii. Remarcand ca, practic, pe unul dintre ele se afla un fund de barbat tatuat, am fost curios sa i intreb pe cunoscutii care tocmai iesisera in afara salii daca au remarcat si ei acele vizualuri. Nimeni dintre cei care au fost in sala nu si le aducea aminte. Mi am dat seama astfel ca un vizual care acum cativa ani (inainte de ... contact@planning.ro http://www.planning.ro/blog_permalink.php?ID=38 http://www.planning.ro/blog_permalink.php?ID=38 Read all about it Russell Davies is going freelance. Read this interview on psfk. Let's wish him all the best! ... contact@planning.ro http://www.planning.ro/blog_permalink.php?ID=39 http://www.planning.ro/blog_permalink.php?ID=39 ... contact@planning.ro http://www.planning.ro/blog_permalink.php?ID=40 http://www.planning.ro/blog_permalink.php?ID=40 John Griffiths in Romania At the end of this month, John Griffiths is going to be visiting Romania for a training for the Romanian agencies that are interested in understanding and implementing account planning. As there's seem to be a huge interest regarding his arrival, here are some of John's thoughts: quot;I'm looking forward to visiting Romania at such an interesting time. I'm a great enthusiast for the craft of account planning. One of the best things about it is that any agency can benefit from planning thinking ... contact@planning.ro http://www.planning.ro/blog_permalink.php?ID=41 http://www.planning.ro/blog_permalink.php?ID=41 Jon Steel is back with another book Via The Hidden Persuader we've found out that Jon Steel is back with another book. It's called quot;Perfect Pitch : The Art of Selling Ideas and Winning New Business quot; and will be available starting October 2006. Can't wait! ... contact@planning.ro http://www.planning.ro/blog_permalink.php?ID=44 http://www.planning.ro/blog_permalink.php?ID=44 ING Bank Comunicare vs brand experience Incep prin a spune ca mie imi place ING Bank pentru ca folosesc un card de la ei. Mai mult, cu acelasi card am platit anul trecut in Italia, Croatia, iar anul asta in UK totul a fost super OK. Aceasta perceptie pozitiva este puternic alimentata si de faptul ca in momentele in care sunt in fata acelui ecran colorat de bancomat, eu imi planific viitorul (fie el si pe termen scurt) si ma simt fericit. Sambata m am dus dus si eu la bancomat, cu mindset ul de om normal cu nevoi financiare ... contact@planning.ro http://www.planning.ro/blog_permalink.php?ID=42 http://www.planning.ro/blog_permalink.php?ID=42 Experienta Euro Effie Euro Effie si a anuntat finalistii si, cu asta, s a terminat si experienta mea de jurat. Puteti gasi nominalizatii pe site ul Euro Effie. In urma judecarii strategiei si rezultatelor (fara creatie) s au calificat in etapa a doua 41 de campanii care au rulat in cel putin doua tari europene. 19 agentii se afla in spatele lucrarilor shortlistate, agentii din Austria, Ccehia, Franta, Germania, Grecia, Ungaria, India, Irlanda, Polonia, Rusia, Spania, ... contact@planning.ro http://www.planning.ro/blog_permalink.php?ID=43 http://www.planning.ro/blog_permalink.php?ID=43 Teasing John Griffiths has been to Romania, but we haven't had the chance to tell you all about it. A video interview, opinions and pictures coming up on the website very soon. It will take some time to edit the interview ... contact@planning.ro http://www.planning.ro/blog_permalink.php?ID=45 http://www.planning.ro/blog_permalink.php?ID=45 Apa Am ajuns prin judetul Arad, localitatea Lipova. Acolo au si o apa minerala locala... Se pare ca sunt atat de indragostiti de ea, incat pentru ei nu exista alta apa minerala. Exemple: in meniu, exista apa Lipova si quot;apa minerala diferita quot; (care poate fi Dorna, Borsec etc.) pe nota de plata la fel Pe eticheta, un website imposibil de retinut si o adresa de mail la fel. In final am mai descoperit un lucru... Apa Lipova pe care tocmai o bausem expirase de cateva luni. Imi place apa ... contact@planning.ro http://www.planning.ro/blog_permalink.php?ID=46 http://www.planning.ro/blog_permalink.php?ID=46 First reunion of account planners in Romania Well, it really did happen. It was on the beautiful night of the 3rd of July at the Amsterdam Grand Cafe on Covaci street in Bucharest. John Griffiths invited us to gather and have a nice drink and a nice talk about random planning thoughts (thank you John for the initiative on behalf of everybody). Very random I'd say, judging by the quantity of alcohol that some of us had. Lots of people who are called ... contact@planning.ro http://www.planning.ro/blog_permalink.php?ID=47 http://www.planning.ro/blog_permalink.php?ID=47 On brands and blogging And a possible controversial statement on measurement in this presentation quot;Only poor advertising is predictible quot;. From Adliterate. ... contact@planning.ro http://www.planning.ro/blog_permalink.php?ID=48 http://www.planning.ro/blog_permalink.php?ID=48 Targeting in fuga Am gasit acest video pe You Tube sub titlul de girlvertising. Il puteti gasi si voi daca dati search quot;Bucharest quot;. Ei bine, video ul asta mi a amintit ca intr o zi o masina similara a trecut prin Piata Romana anuntand din rasputeri un eveniment. Pieton fiind am ... contact@planning.ro http://www.planning.ro/blog_permalink.php?ID=49 http://www.planning.ro/blog_permalink.php?ID=49 Shopper marketing These are three ways of approaching shopper marketing depending on your level of interest on the subject. Those who are very interested can start by reading Paco Underhill's books quot;Why we buy quot; or ... contact@planning.ro http://www.planning.ro/blog_permalink.php?ID=50 http://www.planning.ro/blog_permalink.php?ID=50 Life with Zagar Zagar is an aborigine like guy who lives in the United States together with Steve, a normal guy. What they both have in common is their passion for Bud Light. At least this is what their website says quot;Two worlds, one apartment. Luckily they both love Bud Light quot;. Steve even has a blog where you can find out all about the ups and downs and everything in between living with ... contact@planning.ro http://www.planning.ro/blog_permalink.php?ID=51 http://www.planning.ro/blog_permalink.php?ID=51 Joke On Russell's blog I read this from Carol from London. How many planners does it take to change a light bulb? I don't know, how many planners do YOU think takes? ... contact@planning.ro http://www.planning.ro/blog_permalink.php?ID=52 http://www.planning.ro/blog_permalink.php?ID=52 ... contact@planning.ro http://www.planning.ro/blog_permalink.php?ID=53 http://www.planning.ro/blog_permalink.php?ID=53 I admit! I'm no expert. Hi there guys! I've been trying to edit the interview that I've kept threatening you with a couple of days ago. The one with John Griffiths. Unfortunately, I've realised that I'm not as good with editing videos as I first thought. It may be the fact that I'm not using the right software, it may be the fact that the software isn't being used by the right person or it may be both. Something is not working. So, as a next step, I'll go ask for some professional help. This means that everybody will ... contact@planning.ro http://www.planning.ro/blog_permalink.php?ID=54 http://www.planning.ro/blog_permalink.php?ID=54 Dilematici de pretutindeni ... Spre bucuria mea (si banuiesc ca si a altora), Dilema Veche are in sfarsit un site in toata regula www.dilemaveche.ro Spre deosebire de primul site, la noua versiune se pot face link uri direct catre articole. Prilej pentru mine sa va directionez catre acest link. ... contact@planning.ro http://www.planning.ro/blog_permalink.php?ID=55 http://www.planning.ro/blog_permalink.php?ID=55 Chestionar RoBloggers O initiativa foarte frumoasa venita de la Carmen Holotescu si Cristian Manafu cu privire la blog urile din Romania. Participati si voi! ... contact@planning.ro http://www.planning.ro/blog_permalink.php?ID=56 http://www.planning.ro/blog_permalink.php?ID=56 Gone The site is taking a longer break. One week. No updates during this time. Foto via trentstrohm ... contact@planning.ro http://www.planning.ro/blog_permalink.php?ID=57 http://www.planning.ro/blog_permalink.php?ID=57 De prin pesteri auzite ... contact@planning.ro http://www.planning.ro/blog_permalink.php?ID=58 http://www.planning.ro/blog_permalink.php?ID=58 Advice for young planners The Adliterate blog has been developing some new useful thoughts starting from a previous interview question. Check it ... contact@planning.ro http://www.planning.ro/blog_permalink.php?ID=59 http://www.planning.ro/blog_permalink.php?ID=59 Honesty Some honest guys in Ljubljana named their store quot;no name quot;. They admit they couldn't find a proper name. Maybe creatives should make the same thing when they can't find a decent selling line: quot;no slogan here quot;. Or maybe planners should also write in their briefs quot;no insight here quot;, instead of writing some usual consumer observations and call them ... contact@planning.ro http://www.planning.ro/blog_permalink.php?ID=60 http://www.planning.ro/blog_permalink.php?ID=60 Intamplari casnice Pana acum vazusem astfel de imagini doar pe Internet si ma simteam destul de confortabil cu gandul ca sunt locatar al unui imobil locuit de persoane relativ istete. Ei bine, (din categoria random thoughts, fara legatura cu planning ul) azi am aflat nu numai ca se opreste gazele, dar si ca se intampla totul din cauza unei defectiuni la etaju 3. Foaia pe care s a scris anuntul tradeaza insa talentul autorului pentru matematica, nicidecum pentru limba romana. Totul sunt in regula acum! ... contact@planning.ro http://www.planning.ro/blog_permalink.php?ID=61 http://www.planning.ro/blog_permalink.php?ID=61 Who visits this blog? I always knew that planning.ro visitors were smart people. I now have a confirmation. Using this thing via ... contact@planning.ro http://www.planning.ro/blog_permalink.php?ID=62 http://www.planning.ro/blog_permalink.php?ID=62 ... contact@planning.ro http://www.planning.ro/blog_permalink.php?ID=63 http://www.planning.ro/blog_permalink.php?ID=63 Big, very Big event! As Bogdana gladly informed us, there's a big planning event coming very soon. Read all about it here and here. ... contact@planning.ro http://www.planning.ro/blog_permalink.php?ID=64 http://www.planning.ro/blog_permalink.php?ID=64 ... contact@planning.ro http://www.planning.ro/blog_permalink.php?ID=65 http://www.planning.ro/blog_permalink.php?ID=65 Pictures This is all I've got! :) ... contact@planning.ro http://www.planning.ro/blog_permalink.php?ID=66 http://www.planning.ro/blog_permalink.php?ID=66 ... contact@planning.ro http://www.planning.ro/blog_permalink.php?ID=67 http://www.planning.ro/blog_permalink.php?ID=67 Cum sa ajungi la un mesaj esential Fara ca sa imi amintesc de unde o am, am gasit in calculator o lista care s ar putea dovedi utila atunci cand incerci sa ajungi la un mesaj esential. build up eliminate work forward work backward associate generalize compare focus purge verbalize visualize hypothesize define dissect symbolize simulate manipulate transform adapt substitute combine separate vary repeat multiply invert transpose unify ... contact@planning.ro http://www.planning.ro/blog_permalink.php?ID=68 http://www.planning.ro/blog_permalink.php?ID=68 Leo Academy reloaded The second edition of Leo Academy is starting. It's very likely that account planning is included in the courses list. For more details visitLeo Academy's ... contact@planning.ro http://www.planning.ro/blog_permalink.php?ID=69 http://www.planning.ro/blog_permalink.php?ID=69 Visit Romania! This is very funny. Russell and John met and it seems (here and here) they've talked about being in Romania. I just thought somebody should put these pictures together. It also occured to me that, at some point, it would be quite interesting for all the Romanian planners to go to London to attend ... contact@planning.ro http://www.planning.ro/blog_permalink.php?ID=70 http://www.planning.ro/blog_permalink.php?ID=70 Oh, and a question for all Romanian planners All 20 of you. :)) Who's ... contact@planning.ro http://www.planning.ro/blog_permalink.php?ID=71 http://www.planning.ro/blog_permalink.php?ID=71 marketing working with agencies HolyCow pointed out to this movie from 2001 that I never got to see. Maybe you didn't either. ... contact@planning.ro http://www.planning.ro/blog_permalink.php?ID=72 http://www.planning.ro/blog_permalink.php?ID=72 Brand elasticity weirdness After the Tuborg Tonic Water and Tuborg Club Soda thing, I found out more weird stuff: Tuborg Squash. A some sort of orange juice. Moreover, talking about brand elasticity, I've also ran across Carlsberg mineral water. And I was naive enough to think that Carlsberg was only a beer brand. It all happens in Copenhagen. ... contact@planning.ro http://www.planning.ro/blog_permalink.php?ID=73 http://www.planning.ro/blog_permalink.php?ID=73 Confessions of an Online Guerilla Marketer Have you heard of The Escapist? According to the website of the magazine quot;The Escapist covers gaming and gamer culture with a progressive editorial style, with articles and columns by the top writers in and outside of the industry quot;. And when a colleague sent me the link I ran across this great written article about OGMs (online guerilla marketers). Read the thing ... contact@planning.ro http://www.planning.ro/blog_permalink.php?ID=74 http://www.planning.ro/blog_permalink.php?ID=74 ... contact@planning.ro http://www.planning.ro/blog_permalink.php?ID=75 http://www.planning.ro/blog_permalink.php?ID=75 ... contact@planning.ro http://www.planning.ro/blog_permalink.php?ID=76 http://www.planning.ro/blog_permalink.php?ID=76 After Portoroz II ... contact@planning.ro http://www.planning.ro/blog_permalink.php?ID=77 http://www.planning.ro/blog_permalink.php?ID=77 John Griffiths reloaded Big planners like it in Romania. Not long after the Napoleons, today I've found out that John Griffiths is coming again, in a reloaded version, with a course on extreme research. How extreme? This draft visual of the event says everyhing. :) ... contact@planning.ro http://www.planning.ro/blog_permalink.php?ID=87 http://www.planning.ro/blog_permalink.php?ID=87 Just an announcement As you may have seen already, the planning.ro server had some problems and we could not update the website by any means. Now almost all the problems have been solved and the website will be soon back on its track. ... contact@planning.ro http://www.planning.ro/blog_permalink.php?ID=89 http://www.planning.ro/blog_permalink.php?ID=89 Russell Davies on video at IQadsTV For those who haven't yet noticed, there's a special edition of the IQadsTV series featuring Russell Davies. The first IQadsTV having a planner as a guest. Click ... contact@planning.ro http://www.planning.ro/blog_permalink.php?ID=90 http://www.planning.ro/blog_permalink.php?ID=90 APG Battle of Big Thinking Last week, I was in London together with Laurentiu. We attended one of the most interesting events I took part in the last years. And I said took part, as at the end of the conference we had to judge and to vote for the Biggest APG Thinker. The event has a blog. I didnt have time to look at it but maybe you are interested: here. 19 professionals with extremely impressive CVs expressed their opinions on ... contact@planning.ro http://www.planning.ro/blog_permalink.php?ID=91 http://www.planning.ro/blog_permalink.php?ID=91 Meeting John Griffiths We met John between a steak and a musical. We chatted a bit about planning, we received some valuable pieces of advice and we found that he will be back in Romania to hold qualitative research training for IAA. ... contact@planning.ro http://www.planning.ro/blog_permalink.php?ID=92 http://www.planning.ro/blog_permalink.php?ID=92 Museum of Brand, Packaging and Advertising Nice pictures from this small museum. Its extraordinary to see the beginnings and how the well known brands became great and what impact they had upon a society throughout time. ... contact@planning.ro http://www.planning.ro/blog_permalink.php?ID=93 http://www.planning.ro/blog_permalink.php?ID=93 Brand experience as a must In London everything is based on experience and everybody understands that this is the only way to build brands. Wagamama, Nandos, Natural History Museum, Domino Theatre, all of them focus on delivering more than a product or a service, or a piece of informationthey try to surprise you with every small detail and to make you interact with them. In Romania communication must do a pioneers work in building experience as we still live in a world of one way behavior, in which consumer ... contact@planning.ro http://www.planning.ro/blog_permalink.php?ID=94 http://www.planning.ro/blog_permalink.php?ID=94 Good to Great I have just read the Jim Collinss book Good to Great. There are a lot of interesting ideas in it, but I liked one in particular. He wrote an entire chapter about the hedgehogs mentality. [] an ancient Greek parable (says): The fox knows many things, but the hedgehog knows one thing [] Day in ... contact@planning.ro http://www.planning.ro/blog_permalink.php?ID=95 http://www.planning.ro/blog_permalink.php?ID=95 First Romanian brand to win an IPA Effectiveness Award We all knew the success of Dero's quot;99 stains quot; campaign on the detergents market in Romania. Now IPA has recognized that indeed, it was communication that influenced the great achievements of the Unilever brand by awarding Bartle Bogle Hegarty with a Silver at the latest edition of the IPA Effectiveness Awards. I read the entire case study and it was great to notice that it emphasizes on the fact that it was the emotional approach that had a huge influence on Deros success. In a market that ... contact@planning.ro http://www.planning.ro/blog_permalink.php?ID=96 http://www.planning.ro/blog_permalink.php?ID=96 Romania blogs Nice to see that two Romanian agencies have started to blog. We now have the TBWA/Merlin blog and the McCann blog. As we know Gavrila amp; Headvertising have been blogging for some time now. Are there more blogs of other Romanian agencies that I've missed? ... contact@planning.ro http://www.planning.ro/blog_permalink.php?ID=97 http://www.planning.ro/blog_permalink.php?ID=97 Meeting John Griffiths John Griffiths is here in Romania. Thursday night, he managed to pleasantly surprise us by coming to the Leo Burnett offices without any prior notice. After a half an hour dialogue with the Leo Academy students, we went out for a glass of wine, something to eat and a talk or two. Discussions went from music to blogging (we talked about the Richard Huntington's quot;I don't get digital quot; blog post quot;), from ... contact@planning.ro http://www.planning.ro/blog_permalink.php?ID=98 http://www.planning.ro/blog_permalink.php?ID=98 Podio with Bogdana Butnar I couldn't link it at the time it was issued because of the server problems we've had, but here it is. Podio is hosting an worthy to hear discussion featuring Bogdana Butnar (Romanian speakers only): here. ... contact@planning.ro http://www.planning.ro/blog_permalink.php?ID=99 http://www.planning.ro/blog_permalink.php?ID=99 It's a big world out there And I wonder what's written in these books: here and here. ... contact@planning.ro http://www.planning.ro/blog_permalink.php?ID=100 http://www.planning.ro/blog_permalink.php?ID=100 Account Planning on Wikipedia I was pleased to see that there's an account planning history written on ... contact@planning.ro http://www.planning.ro/blog_permalink.php?ID=101 http://www.planning.ro/blog_permalink.php?ID=101 New planning blog Stefan Stroe, Head of Consumer Context Planning in Starcom has entered the blogosphere with his own blog. Check it out here. He'll be expressing his views combining all of the knowledge he's gathered while working and having fun in consumer context planning, strategic planning, client service, media planning, tennis and accoustic guitar. It should be interesting! ... contact@planning.ro http://www.planning.ro/blog_permalink.php?ID=102 http://www.planning.ro/blog_permalink.php?ID=102 Caut un planner Daca ai vreo 2 anisori de experienta in advertising, marketing sau/ si cercetare calitativa si vrei sa devii planner scrie mi. Adresa e nume.prenume@leoburnett.ro (nu mi am scris numele ca sa nu primesc spamuri) ... contact@planning.ro http://www.planning.ro/blog_permalink.php?ID=103 http://www.planning.ro/blog_permalink.php?ID=103 Notite de planner Jon Steel si quot;Perfect Pitch quot;. Nici nu stiu de unde sa incep. O carte care iti da energie si, cu siguranta, multe subiecte la care sa te gandesti. O sa aleg calea cea mai usoara si o sa mentionez doar cateva ganduri care mi au ramas in cap sau pe post it urile lipite prin carte: Cel mai inspirant brief de client: Steve Jobs si ce sta in spatele campaniei Think Different (brief care a inlocuit zecile de pagini de Power Point): Were an iconoclastic companyAnd these people are ... contact@planning.ro http://www.planning.ro/blog_permalink.php?ID=104 http://www.planning.ro/blog_permalink.php?ID=104 Strategic cake I was happy to attend the planners' meeting last night (although I had been accused of not supporting it) :). Bogdana, Diana, Elena, Miruna and Andrei ... contact@planning.ro http://www.planning.ro/blog_permalink.php?ID=105 http://www.planning.ro/blog_permalink.php?ID=105 Teams of planners I must say that in the previous post with the cake I missed the point I was trying to make as Elena, my colleague, told me in a discussion we had. What that cake should have symbolized (because we ate it together) was the fact that we think that planners should work together in teams just like creatives do. We find that theres a paradox within agencies regarding the way planning is supposed to function: creatives ... contact@planning.ro http://www.planning.ro/blog_permalink.php?ID=106 http://www.planning.ro/blog_permalink.php?ID=106 How many planners can you squeeze in one picture? This is the strategic planning department from Leo Burnett. Photo taken last year. ... contact@planning.ro http://www.planning.ro/blog_permalink.php?ID=107 http://www.planning.ro/blog_permalink.php?ID=107 Dan Petre in blogosfera Dan Petre are blog. Si probabil deja multi dintre voi stiu asta. Insa ne facem si noi datoria sa anuntam. Nu de alta, dar cu siguranta vom avea ce citi. Mult succces, Dan! ... contact@planning.ro http://www.planning.ro/blog_permalink.php?ID=108 http://www.planning.ro/blog_permalink.php?ID=108 Meeting on Thursday Bogdana has asked me to announce that we have a planners meeting on Thursday at the already traditional place, Amsterdam Caf, starting at 20.00 o'clock (I guess). Which is what I'm doing right now. We will be voting the best planner T Shirt. Which reminds me that I already have a planner T Shirt that ... contact@planning.ro http://www.planning.ro/blog_permalink.php?ID=109 http://www.planning.ro/blog_permalink.php?ID=109 IQadsTV with John Griffiths As Ive promised, here it is. A brand new video interview on account planning with John Griffiths. It has been recorded in Leo Burnett last summer (yeah, I know, it took too long) during Johns first visit, but I really think the content is timeless and quite interesting for planners. The interview has been launched as a special edition of IQadsTV so that more Romanian advertising ... contact@planning.ro http://www.planning.ro/blog_permalink.php?ID=110 http://www.planning.ro/blog_permalink.php?ID=110 Happy Birthday, Adi! We have a new colleague in our planning department. His name is Adrian Chiuhan and hes a Leo Academy graduate. Today its his birthday and we made him a planning t shirt using a quote from a Merry Baskin interview (see photo). Russells I have a lot of respect for junior planners interview title may also be an option to help build self esteem and confidence if put on a t shirt. These are two ... contact@planning.ro http://www.planning.ro/blog_permalink.php?ID=111 http://www.planning.ro/blog_permalink.php?ID=111 'Five things' thing I was honoured to be tagged by John. I have no choice but to answer. Here are my 5 things about me that you didnt know: 1. My first (summer) job was in a hospital working for the anti AIDS committee. I used to help build the database with the HIV infections cases. One month Ill always remember. 2. I have a samoyed dog called Scity. 3. When I was little I entered the Theordor Aman museum in Bucharest without paying for ... contact@planning.ro http://www.planning.ro/blog_permalink.php?ID=112 http://www.planning.ro/blog_permalink.php?ID=112 A venit brief ul? Da i si tu un forward Discutam acum ceva vreme cu prieteni care lucreaza in diverse agentii, fie locale sau multinationale. Evident, DA, stiam ca nu exista departamente de strategie peste tot. Cu toate astea mi s a parut trist sa aflu ca in 2007 brief urile de client ajung la oamenii de creatie printr un simplu forward de la account executives sau account manageri. Mai grav este ca am aflat ca se intampla asta si in locuri unde exista departamente de strategie. De ce? ... contact@planning.ro http://www.planning.ro/blog_permalink.php?ID=113 http://www.planning.ro/blog_permalink.php?ID=113 Mac vs PC I have to admit. I'm not really a Mac fan. I mean I like them a lot. They look far much better than PCs do, they are easier to use, they're somehow ... contact@planning.ro http://www.planning.ro/blog_permalink.php?ID=114 http://www.planning.ro/blog_permalink.php?ID=114 Se cauta un planner Stefan anunta pe blog ul sau un job opening pentru un post de Consumer Context Planner la Starcom. Detalii aici. Pentru a va tenta si mai mult pentru a aplica pentru acest job mentionez ca, pe langa faptul ca job ul presupune un numar mare de proiecte de cercetare, planner ii de ... contact@planning.ro http://www.planning.ro/blog_permalink.php?ID=115 http://www.planning.ro/blog_permalink.php?ID=115 Despre Effie si cum se scrie el (formularul) Am fost la seminarul Effie de vineri de la World Trade Center. Acolo, au vorbit pe rand Narcis Horhoianu (Procter amp; Gamble), Felix Tataru (IAA), Razvan Matasel (Leo Burnett), Sorin Psatta (Graffiti BBDO), Afrodita Blasius (Bridge Communication), Ileana Serban Parau (McCann) si Dan Petre (D amp;D Research). Am plecat spre final grabit fiind de o intalnire, sper ca n am omis pe nimeni din cei care au luat cuvantul. In mod evident, tema ... contact@planning.ro http://www.planning.ro/blog_permalink.php?ID=116 http://www.planning.ro/blog_permalink.php?ID=116 planning.ro logo Before planning.ro was launched there were a couple of logo proposals coming from a graphic designer. They say quot;wisdom quot;. Or something. Never used them, but I thought they'd be fun to see. ... contact@planning.ro http://www.planning.ro/blog_permalink.php?ID=117 http://www.planning.ro/blog_permalink.php?ID=117 Line extension, eternul dubiu risc sau curaj? Crema de fata si gel de dus Aqua Relax si Wine Energy, powered by apa minerala Biborteni, respectiv vin Cotnari. Daca utilizarea apei minerale in categoria beauty am mai vazut (apa termala de fata Evian), ne intriga cel putin gelul de dus pe baza de vin Cotnari. Care se afla undeva la granita dintre ideea de a face baie in sampanie si cea de a purta o rochie imbibata in alcool cu ceva timp in urma (la party ul de revelion, de exemplu). ... contact@planning.ro http://www.planning.ro/blog_permalink.php?ID=119 http://www.planning.ro/blog_permalink.php?ID=119 Branding, planning si imobiliare in Iasi Deoarece sunt nou pe aici si probabil singurul din Iasi am ceva emotii ... Tema pe care vreau sa o aduc in discutie ma framanta de ceva vreme. Ei bine, e vorba despre noile investitii in proiecte imobiliare care se desfasoara in Iasi. Mai degraba despre modul in care acestea se vand. Nu sunt la curent cu ceea ce se intampla in Bucuresti, Timisoara, Cluj sau alte metropole ale Romaniei in acest domeniu, dar in Iasi lucrurile au luat avant in 2006. Astfel au aparut cateva quot;mini cartiere quot; mai ... contact@planning.ro http://www.planning.ro/blog_permalink.php?ID=120 http://www.planning.ro/blog_permalink.php?ID=120 razvanmatasel.ro Incercand sa raspunda la o intrebare quot;vesnica quot; a unei industrii de publicitate inca nefamiliarizata cu account planning ul: quot;Ce faceti voi la strategie? quot;, Razvan Matasel a lansat propriul blog. Cu siguranta o lectura foarte utila pentru pasionatii de planning. ... contact@planning.ro http://www.planning.ro/blog_permalink.php?ID=121 http://www.planning.ro/blog_permalink.php?ID=121 Noper on planners Noper is one very very good Romanian graphic designer. You'll be sure of this after visiting his portfolio (flickr and youtube). This is his view on planning. I have no idea what it means, but it was funny seeing it. ... contact@planning.ro http://www.planning.ro/blog_permalink.php?ID=122 http://www.planning.ro/blog_permalink.php?ID=122 Planners' meeting Bogdana announced a new planners' meeting this Thursday, 20.00, Amsterdam Cafe. Be there or be square! Bogdana, I hope this announcement is hype enough! :) ... contact@planning.ro http://www.planning.ro/blog_permalink.php?ID=123 http://www.planning.ro/blog_permalink.php?ID=123 Mailing list ul nostru Dupa una din primele intalniri ale plannerilor s a creat un mailing list in care s au inscris cativa dintre cei prezenti + o serie de alti oameni interesati. De cateva zile primesc mailuri in care mi se cer coordonatele listei. Ei bine, iata le: Cine vrea sa trimita un mesaj plannerilor poate folosi adresa planners(coada de maimuta)list.planning.ro (ca in gif ul de mai sus) :) Pentru a va abona la lista puteti accesa pagina ... contact@planning.ro http://www.planning.ro/blog_permalink.php?ID=124 http://www.planning.ro/blog_permalink.php?ID=124 LeoShe Leo Burnett Bucharest has launched a website as a result of a very interesting qualitative research project they have done. The first project is called quot;InsideOut quot; and it's supposed to be part of a bigger project called LeoShe. quot;InsideOut quot; is about women and their bags. Lots of interesting stuff on the website, including research conclusions, videocasts and interviews with people like John Griffiths, Christ Forrest, Dan Petre or Adriana Ionescu ... contact@planning.ro http://www.planning.ro/blog_permalink.php?ID=125 http://www.planning.ro/blog_permalink.php?ID=125 Scurt anunt Ok. Nu am anuntat nimic public pana acum, dar e momentul sa o fac. Cum prietenii apropiati au aflat deja, incepand cu 15 februarie 2007 nu mai lucrez in departamentul de strategie din Leo Burnett. A fost o perioada extrem de frumoasa si cu multe satisfactii profesionale, insa am decis sa accept o noua provocare in mediul online si sa duc la capat un proiect alaturi de care am fost mereu alaturi: IQads. Incepand din martie ma ocup de dezvoltarea acestui brand in cadrul grupului ... contact@planning.ro http://www.planning.ro/blog_permalink.php?ID=126 http://www.planning.ro/blog_permalink.php?ID=126 Ziua Barbatului Incepand cu 20 martie sa va lansa o campanie noua semnata Bergenbier. Cauza campaniei este una dintre cele mai nobile: o zi a barbatului. Aici se afla momentan teasing ul. S ar putea sa am motive sa fiu mandru. Prietenii stiu de ce. ... contact@planning.ro http://www.planning.ro/blog_permalink.php?ID=127 http://www.planning.ro/blog_permalink.php?ID=127 Moldavian Advertising Days Pe 23 martie voi fi la Iasi ca speaker la Moldavian Advertising Days, o initiativa mai mult decat interesanta a Advero. Mai vine cineva? ... contact@planning.ro http://www.planning.ro/blog_permalink.php?ID=128 http://www.planning.ro/blog_permalink.php?ID=128 Pattern People Razvan a scris mai demult aici pe blog un post in care vorbea despre nunta, mai in gluma sau mai in serios, ca forma de cercetare de tip exploratoriu. Pentru ca intre timp am mai trecut la randu mi prin experienta catorva nunti, tind sa cred ca observatia sa era mai degraba una serioasa, iar mersul la nunta un exercitiu intelectual extrem util pentru ... contact@planning.ro http://www.planning.ro/blog_permalink.php?ID=129 http://www.planning.ro/blog_permalink.php?ID=129 Famous via ... contact@planning.ro http://www.planning.ro/blog_permalink.php?ID=130 http://www.planning.ro/blog_permalink.php?ID=130 De la Iasi Am fost impreuna cu mereu colega Elena Ionita (Leo Burnett) la Mad Days in Iasi pentru un workshop despre planning. In sala, la workshop, s au aflat reprezentati ai agentiilor locale, freelanceri, clienti si jurnalisti. Am vorbit despre relatia client agentie si rolul planner ului de a lungul procesului, insa am avut impresia in timpul prezentarii ca planning ul este momentan o disciplina prea pretentioasa pentru nevoile agentiilor din Iasi. ... contact@planning.ro http://www.planning.ro/blog_permalink.php?ID=131 http://www.planning.ro/blog_permalink.php?ID=131 Interview with Gareth Goodall On Razvan's blog you can now find a very inspiring interview with Gareth Goodall, account planner at Fallon. The interview will give you some idea about how is it like to be a planner working for Fallon. Moreover, I was pleased to see that Gareth was mentioning an idea ( quot;teams of planners quot;) that me and Elena were talking about some time ago regreting we ... contact@planning.ro http://www.planning.ro/blog_permalink.php?ID=132 http://www.planning.ro/blog_permalink.php?ID=132 Effie (movie via Stefan) Odata cu gala, aseara s a mai incheiat o editie Effie. Ma simt foarte fericit! Marcile pentru care am lucrat ca ... contact@planning.ro http://www.planning.ro/blog_permalink.php?ID=133 http://www.planning.ro/blog_permalink.php?ID=133 Intalnirile plannerilor Pentru ca exista un interes destul de mare pentru intalnirile planner ilor, Diana si/sau Stefan au venit cu ideea de a lansa un blog dedicat, care sa fie mai usor de urmarit. Astfel, de acum va exista BLOG ul DE INTALNIRI unde vor fi anuntate locul, data si ora intalnirilor, se vor trage concluziile pentru cei care nu au ... contact@planning.ro http://www.planning.ro/blog_permalink.php?ID=134 http://www.planning.ro/blog_permalink.php?ID=134 Meeting Read all about it ... contact@planning.ro http://www.planning.ro/blog_permalink.php?ID=135 http://www.planning.ro/blog_permalink.php?ID=135 In orice planner exista un vulturian De la intalnire la intalnire, plannerii incearca sa convinga clienti sau colegi de agentie asupra a diverse lucruri. Fie ca noua pozitionare are mari sanse sa dea roade, fie ca ultima reclama a fost foarte bine inteleasa de target, fie ca nu e nevoie sa fie comunicate beneficiile rationale ale produsului, fie ca o abordare creativa e mai buna decat alta, fie ca decizia de cumparare in categorie este de un anumit fel etc. Insa de multe ori, clientii sau colegii tin foarte mult la propriile ... contact@planning.ro http://www.planning.ro/blog_permalink.php?ID=136 http://www.planning.ro/blog_permalink.php?ID=136 Overheard la Inviere quot;Era mult mai misto la Elefterie ... quot; . Paste Fericit! :) ... contact@planning.ro http://www.planning.ro/blog_permalink.php?ID=137 http://www.planning.ro/blog_permalink.php?ID=137 Cu sau fara planning? Se stie ca o agentie de publicitate poate lucra si fara un departament separat de strategie. Putem vedea asta atat la numeroase agentii locale, cat si la numeroase agentii din strainatate. Nimic mai adevarat. Fara sa aiba departament de strategie (sau strateg dedicat exclusiv strategiei), aceste agentii dezvolta strategii de comunicare impreuna cu clienti foarte mari si, uneori, o fac foarte bine. Cu toate astea, am constatat un fapt: cine a lucrat macar o data un strategic planner (bun), nu ... contact@planning.ro http://www.planning.ro/blog_permalink.php?ID=138 http://www.planning.ro/blog_permalink.php?ID=138 Amuzant gasit pe Roportal. ... contact@planning.ro http://www.planning.ro/blog_permalink.php?ID=139 http://www.planning.ro/blog_permalink.php?ID=139 Cool viral source: ... contact@planning.ro http://www.planning.ro/blog_permalink.php?ID=140 http://www.planning.ro/blog_permalink.php?ID=140 StudentFest la Timisoara L am insotit pe Laurentiu Semeniuc (23) la Timisoara la StudentFest 2007, unde a fost invitat sa tina o conferinta in cadrul sectiunii dedicata publicitatii. Dat fiind contextul, am moderat impreuna workshop ul ce a urmat conferintei. Conferinta a fost dedicata Publicitatii 2.0, adica efectului pe care il au fenomenele numite generic Web 2.0 si diverselor abordari pe care le ar putea avea agentiile sau marketerii pentru a crea publicitate mai eficienta si mai frumoasa in contextul dat. ... contact@planning.ro http://www.planning.ro/blog_permalink.php?ID=141 http://www.planning.ro/blog_permalink.php?ID=141 Copiii si hemoroizii Stefan vorbea intr unul dintre post urile sale despre amplasamentul foarte bun al unor ad uri pentru o clinica care promite sa ajute in tratamentul hemoroizilor. Ei bine, la Timisoara eu am intalnit o situatie foarte amuzanta legata de un ad pentru ceva similar. Gandind ca oamenii stau in masina pe scaune (deci probabil devin receptivi la beneficiul oferit de un tratament impotriva hemoroizilor), cineva a amplasat deasupra unui drum din ... contact@planning.ro http://www.planning.ro/blog_permalink.php?ID=142 http://www.planning.ro/blog_permalink.php?ID=142 Fotografii din Timisoara ... contact@planning.ro http://www.planning.ro/blog_permalink.php?ID=143 http://www.planning.ro/blog_permalink.php?ID=143 Intalnire pentru APG azi la ora 19.30, City Grill, Lipscani Se discuta asta. ... contact@planning.ro http://www.planning.ro/blog_permalink.php?ID=144 http://www.planning.ro/blog_permalink.php?ID=144 Chris Forrest in Romania As you may already have found out from Razvan or Stefan, Leo Burnett invited Chris Forrest in Romania for a training session. As I was invited to participate in the 2nd training day (thanks Razvan!), for planners, I thought I might share some of the learnings. One of the most useful things that I ... contact@planning.ro http://www.planning.ro/blog_permalink.php?ID=145 http://www.planning.ro/blog_permalink.php?ID=145 What do clients actually say Photo courtesy of gridrunner Advertising agencies work together with clients (this is smart!). And clients sometimes find it hard to say straightforward whatever they want to say about the presentation they had just witnessed. Either because they do not want to hurt the feelings of the teams who worked on the project or just because they are very politically correct, clients have developed specific feedback ... contact@planning.ro http://www.planning.ro/blog_permalink.php?ID=146 http://www.planning.ro/blog_permalink.php?ID=146 Planners Wanted Se pare ca tot ce s a facut pana in momentul acesta in materie de promovare a account planning ului (articole, interviuri, blog uri si chiar si campanii care au scos in fata oamenii de strategie) au inceput sa se faca simtite la nivelul industriei. Impreuna cu alte fenomene (migrarea oamenilor din agentii cu planning in agentii fara/plecarea quot;oamenilor departament quot; in alte agentii), nevoia de planning incepe sa fie resimtita. In momentul acesta cred ca nu avem suficiente degete la o mana ca sa ... contact@planning.ro http://www.planning.ro/blog_permalink.php?ID=147 http://www.planning.ro/blog_permalink.php?ID=147 A new IQadsTV on account planning IQadsTV Staring Christ Forrest and Razvan Matasel. ... contact@planning.ro http://www.planning.ro/blog_permalink.php?ID=148 http://www.planning.ro/blog_permalink.php?ID=148 Dero de admirat! Stim deja ca Dero este primul brand care a castigat un premiu de eficienta IPA datorita campaniei 99 de pete. Daca ati citit case study ul inscris in concurs ati vazut ca cresterea spectaculoasa a acestei marci (ajunsa lider de piata) vine dintr o profunda intelegere a felului in care sunt romanii. Sunt multe de povestit despre de ce a functionat campania Dero? si ce se intampla pe piata de detergenti. Cat de mult au contat beneficiile rationale ale produsului si cat de mult a ... contact@planning.ro http://www.planning.ro/blog_permalink.php?ID=149 http://www.planning.ro/blog_permalink.php?ID=149 Stroe on insights Stefan are un articol foarte insightful pentru planneri pe IQads despre o ipocrizie a disciplinei. Sau am abuzat de termen? :) ... contact@planning.ro http://www.planning.ro/blog_permalink.php?ID=150 http://www.planning.ro/blog_permalink.php?ID=150 Cum aparam planning ul? Pe home page la IQads un link catre forum (unde nu prea mai intrasem de ceva vreme). La adresa la care m a directionat link ul am gasit o discutie despre planning (n as fi banuit ca pe forum se vorbeste despre asta!) plecand de la interviul cu Christ Forrest si Razvan Matasel. Stay tuned, e interesant sau cel putin surprizator ce am citit acolo! Citez din post si subliniez prin text aldin partea interesanta: ... contact@planning.ro http://www.planning.ro/blog_permalink.php?ID=151 http://www.planning.ro/blog_permalink.php?ID=151 Update! (photo by elenaik) S au intamplat multe de cand nu am mai scris pe blog. In primul rand, Leo Burnett a lansat (si probabil ati aflat deja de pe n spe alte blog uri) o versiune a unui raport de cercetare despre tinerii din Romania, proiect pe l am demarat alaturi de D amp;D Research pe vremea cand eram in Leo Burnett. Versiunea publica a unei parti din raportul de cercetare ati putut o vedea pe ... contact@planning.ro http://www.planning.ro/blog_permalink.php?ID=152 http://www.planning.ro/blog_permalink.php?ID=152 Lucrare noua in colectia Brandbuilders Intr o informare de la editura Brandbuilders am primit urmatorul text de prezentare a lucrarii: Femeile nu reprezinta o nisa. Insumand 51% din totalul populatiei, ele constituie majoritatea. Mai mult, puterea lor de cumparare depaseste cu mult reprezentarea lor in cadrul populatiei. In foarte multe categorii prin traditie masculine, ele sunt deja o majoritate: peste 60% din automobilele noi, 66% din computerele personale si 55% din ... contact@planning.ro http://www.planning.ro/blog_permalink.php?ID=153 http://www.planning.ro/blog_permalink.php?ID=153 Random ramblings from Madrid After ageing 10 years (I dont like travelling by airplane), Ive arrived together with Stefan (Pop, Strategic Planner, TBWA\MERLIN) in Madrid, where we are supposed to be speaking at an event called Rumania Inedita, organized by The Romanian Cultural Institute. The main question that our presentation will be asking is can we tell how are Romanians like, just by looking at their advertising?. Jean Marie Dru seems to be optimist on this matter as he mentions (in his famous ... contact@planning.ro http://www.planning.ro/blog_permalink.php?ID=154 http://www.planning.ro/blog_permalink.php?ID=154 Hola! Tind sa cred ca a iesit bine prezentarea de la Madrid despre care vorbeam in post ul anterior, cu toate ca a debutat cu panica, pentru ca, evident (traiasca Murphy!), proiectorul a incetat sa mai mearga exact cu 2 minute inainte de ora de start. Am primit la final un feed back bun si foarte multe intrebari, mai ales in conditiile in care publicul a fost destul de divers, deci greu de multumit. Romani care in prezent locuiesc in Spania, spanioli care au fost prin Romania la un moment dat, oameni ... contact@planning.ro http://www.planning.ro/blog_permalink.php?ID=155 http://www.planning.ro/blog_permalink.php?ID=155 INTERESTING 2007 coverage Above this text there are two pictures: one with what I saw from INTERESTING 2007, the other one with I saw instead of INTERESTING 2007. Unfortunately, although I got a last minute pass from Russell (thanks again!), I couldn't arrive in time at the event (I only saw the last 10 15 slides of the last presentation) because of the fact that I missed the airplane leaving from Madrid to London at 7:00 (f**k, I had my telephone on London time, instead of Madrid). Thus, instead of hearing people ... contact@planning.ro http://www.planning.ro/blog_permalink.php?ID=156 http://www.planning.ro/blog_permalink.php?ID=156 Problema rezolvata Multi dintre voi si au schimbat adresele de e mail dupa ce si au creat cont pe planning.ro (mare greseala!). Pana de curand, site ul presupunea ca, odata ce ti ai facut cont pe site, nu iti vei mai schimba adresa de e mail niciodata. Ei bine, problema a fost rezolvata si, incepand de acum, odata logati, veti putea gasi in meniul din stanga site ului optiunea quot;Contul meu quot;, unde puteti modifica datele cu care v ati inscris. Pentru alte probleme exista contact@planning.ro ... contact@planning.ro http://www.planning.ro/blog_permalink.php?ID=157 http://www.planning.ro/blog_permalink.php?ID=157 In loc de stire Nu am mai scris de ceva vreme aici. Si, desigur, i ar s au intamplat multe. Pe scurt, APG Romania a inaintat cu cativa pasi. Cat de curand vor fi si cateva vesti oficiale. S a trecut prin faza de votare a unui board interimar si se demareaza primele proiecte. Stay tooned! Pana atunci, vizitati Diana, Stefan, ... contact@planning.ro http://www.planning.ro/blog_permalink.php?ID=158 http://www.planning.ro/blog_permalink.php?ID=158 Scurta relatare dupa John Griffiths, partea a III a John Griffiths (in fotografia de mai sus demonstrand o tehnica de research foarte simpla) a venit pentru a treia oara in Romania pentru a tine unul dintre cursurile din cadrul Scolii IAA. Am avut onoarea sa ii fiu asistent si sa lucram doua zile impreuna la definitivarea cursului. La final, am ramas cu foarte multe idei si teme de gandire, precum si cu o cartulie foarte mica care se cheama European ... contact@planning.ro http://www.planning.ro/blog_permalink.php?ID=159 http://www.planning.ro/blog_permalink.php?ID=159 ADfel Doresc sa va recomand singurul eveniment de publicitate neconventionala din Romania: ... contact@planning.ro http://www.planning.ro/blog_permalink.php?ID=160 http://www.planning.ro/blog_permalink.php?ID=160 Burger Crackers Imi amintesc ca am mai vazut despre asta pe un blog, dar nu mai tin minte pe care. O prietena mi a trimis o fotografie facuta cu telefonul. Aparent, cei de la European Foods au scos un soi de saratele care trebuie consumate impreuna cu Burger. Interesanta idee si mi se pare ca ar fi fost pacat sa nu exploateze acest avantaj competitiv de business, tinand cont ca in portofoliul companiilor detinute de celebrii frati se afla si bauturi si diverse snacks uri. Dincolo de idee, ma intreb insa daca ... contact@planning.ro http://www.planning.ro/blog_permalink.php?ID=161 http://www.planning.ro/blog_permalink.php?ID=161 Pretestarea si creatia sub acelasi acoperis? (NU!) Am fost invitat de Campaign sa raspund la cateva intrebari despre o idee de business oarecum bizara: infiintarea unei agentii care ofera simultan atat servicii de creatie, cat si servicii de pretestare a creatiei. Cu toate ca in teorie ideea acestei agentii nu suna rau, cred ca existenta ei poate fi comparata cu bobina ideala din fizica: ar fi chiar frumos sa existe, insa ramane doar un construct teoretic, tocmai bun pentru exercitii intelectuale. Prin urmare, nu foarte fezabila. Primul motiv ... contact@planning.ro http://www.planning.ro/blog_permalink.php?ID=162 http://www.planning.ro/blog_permalink.php?ID=162 Bravo, Elena! Tin din toata inima sa o felicit pe Elena Ionita pentru performanta de la APG Creative Planning Awards (detalii aici). Inca ma aflam in Leo Burnett atunci cand Elena a gandit un frumos proiect de cercetare (care sunt convins ca a contribuit esential la acest succes) si stiu cat de mult a lucrat la el. Sper ca in noiembrie sa vedem si primul premiu romanesc. Bafta! Celelalte lucrari nominalizate se gasesc ... contact@planning.ro http://www.planning.ro/blog_permalink.php?ID=163 http://www.planning.ro/blog_permalink.php?ID=163 Job de strategic planner la Starcom Daca esti cumva pasionat de subiectul acestui site si daca crezi ca ti ar placea sa lucrezi ca strategic planner, ei bine, se pare ca Starcom are un job opening. Aflati mai multe de la Stefan Stroe. ... contact@planning.ro http://www.planning.ro/blog_permalink.php?ID=164 http://www.planning.ro/blog_permalink.php?ID=164 Grand Spoof si Budai Beer O echipa din Iasi (bravo Claudiu, caci pe tine de stiu din echipa) a realizat pentru un concurs IQads acest superb spoof. Intreaga poveste la ei pe blog. Bravo! ... contact@planning.ro http://www.planning.ro/blog_permalink.php?ID=165 http://www.planning.ro/blog_permalink.php?ID=165 'Tide pentru Supermame' a luat primul Euro Effie Multe de povestit despre asta. Personal, ma bucur mult. click aici Aici un film mai vechi de la premierea din Romania. ... contact@planning.ro http://www.planning.ro/blog_permalink.php?ID=166 http://www.planning.ro/blog_permalink.php?ID=166 Campania ADfel Dupa cum cred ca stiti, IQads a organizat anul acesta a doua editie a festivalului de publicitate neconventionala ADfel. Campania pentru eveniment, realizata de Propaganda, are in spate o idee foarte frumoasa. Intreaga poveste a campaniei in filmul de mai jos. ... contact@planning.ro http://www.planning.ro/blog_permalink.php?ID=167 http://www.planning.ro/blog_permalink.php?ID=167 Publicis cauta strategic planner Cine se baga? aici ... contact@planning.ro http://www.planning.ro/blog_permalink.php?ID=168 http://www.planning.ro/blog_permalink.php?ID=168 Primul premiu romanesc la APG Creative Planning Awards N am mai scris de ceva vreme, insa trebuia sa o fac acum. Mesaj simultan de la Elena si de la John Griffiths: Elena APG SILVER. quot;Romanians have arrived! quot;. Bravo, Elena! Mult prea tare. ... contact@planning.ro http://www.planning.ro/blog_permalink.php?ID=169 http://www.planning.ro/blog_permalink.php?ID=169 Inca unul!!! :))) Pentru ca exista avantaje in a sta treaz pana tarziu in noapte, s ar putea sa fiu primul care scrie despre asta. :) Elena Ionita a primit la Londra la APG Creative Planning Awards si un premiu special Gold, pentru Best Use of Research. Mai e ceva de adaugat? ... contact@planning.ro http://www.planning.ro/blog_permalink.php?ID=170 http://www.planning.ro/blog_permalink.php?ID=170 O noua editie IQadsTV ... contact@planning.ro http://www.planning.ro/blog_permalink.php?ID=171 http://www.planning.ro/blog_permalink.php?ID=171 Informare APG Romania ianuarie 2008 Dragi prieteni, Vesti bune! Account Planning Group (APG) Romania exista acum si din punct de vedere juridic. Odata cu sosirea noului an au sosit si toate actele, prilej cu care a fost activat si contul bancar al asociatiei. Asta inseamna ca, incepand din acest moment, cei doritori se pot inscrie in asociatie si pot beneficia de statutul de membru. Pentru inscriere, pasii care trebuie urmati sunt urmatorii: Pasul 1. Completarea formularului de inscriere aflat ... contact@planning.ro http://www.planning.ro/blog_permalink.php?ID=173 http://www.planning.ro/blog_permalink.php?ID=173 7 seminarii de introducere in planning In perioada 14 februarie 27 martie, APG Romania organizeaza o serie de sapte seminarii menite a introduce pe cei interesati in notiunile de baza ale planningului. Seminariile se vor desfasura conform programului de mai jos si vor fi conduse de sapte strategi seniori apartinand unor agentii cu traditie in domeniu. 14 februarie 18:00 What is planning? Stefan Chiritescu, Grafitti BBDO 21 februarie 18:30 Creative briefs and creative briefing Bogdana Butnar, McCann 28 ... contact@planning.ro http://www.planning.ro/blog_permalink.php?ID=174 http://www.planning.ro/blog_permalink.php?ID=174 10% discount la Digital Marketing Forum pentru cei care fac parte din APG Romania Alte noutati despre activitatile APG Romania si in plus o oferta speciala pentru cei care fac parte din asociatie. Pe 27 februarie 2008 va avea loc la J.W. Marriott Grand Plaza Hotel din Bucuresti cea de a doua editie DIGITAL MARKETING FORUM, un eveniment ce isi propune sa aduca in prim plan cele mai noi informatii despre online marketing, mobile marketing, advergaming, podcasting, blogging sau tehnologia 3G. Organizatorii conferintei, partenerii nostri Evensys, acorda membrilor APG ... contact@planning.ro http://www.planning.ro/blog_permalink.php?ID=175 http://www.planning.ro/blog_permalink.php?ID=175 Welcome to APG episode I Iann Tait (Poke, London) is welcoming our brand new local APG to the big APG family. Thanks Iann! ... contact@planning.ro http://www.planning.ro/blog_permalink.php?ID=176 http://www.planning.ro/blog_permalink.php?ID=176 Welcome to APG episode II Many thanks to Chris Forrest! ... contact@planning.ro http://www.planning.ro/blog_permalink.php?ID=177 http://www.planning.ro/blog_permalink.php?ID=177 Welcome to the APG series ep. III Fallon ... contact@planning.ro http://www.planning.ro/blog_permalink.php?ID=178 http://www.planning.ro/blog_permalink.php?ID=178 O istorie povestita a publicitatii romanesti pe internet ... contact@planning.ro http://www.planning.ro/blog_permalink.php?ID=179 http://www.planning.ro/blog_permalink.php?ID=179 planning.ro is back Trebuie sa recunosc ca ma simt vinovat pentru ca nu am reusit sa mai gasesc timpul necesar pentru a actualiza planning.ro cu materiale noi si pentru a scrie pe blog. S au intamplat multe evenimente legate de planning de la ultima scriere. Effie ar fi un exemplu. Insa trag nadejdea ca lucrurile se vor schimba cat de curand si ca planning.ro va redeveni cel putin la fel de activ cum a fost imediat dupa lansare. Mi am propus asta si sper sa o pot face. Nu voi fi singur in acest proces asa ca ... contact@planning.ro http://www.planning.ro/blog_permalink.php?ID=180 http://www.planning.ro/blog_permalink.php?ID=180 Fa mi program pentru Cannes De sambata incepe pentru a 55 oara Cannes ul. Dupa 5 ani de vazut festivalul pe net, anul asta o sa fiu acolo si intentionez sa profit de asta pentru a aduce online partea care mi a lipsit cand il urmaream de acasa: seminariile, workshop urile, expozitiile si petrecerile. Anul asta incercam o transmisiune directa de la Cannes Lions 2008. O sa povestesc despre vreme, despre cum se distreaza publicitarii chinezi, despre daca apare sau nu Boguski, si , mai ales, despre ce vor zice Jean Marie ... contact@planning.ro http://www.planning.ro/blog_permalink.php?ID=181 http://www.planning.ro/blog_permalink.php?ID=181 Ziua O: Lions vs. Horses Prima zi a Cannes Lions s a suprapus anul asta cu ultima zi a competitiei ecvestre Cannes Jumping Intenational Contest. Evenimentele se cam bat in branding si ma tem ca citylight urile saltaretilor sunt inca ceva mai vizibile decat stegulete publicitarilor. Si chiar asa subreprezentate, steguletele sunt oricum mai numeroase decat publicitarii prezenti momentan aici. In fine, cu sau fara audienta, maine se da startul la seminarii, iar eu o sa asist sigur la cele 3 castigatoare in urma votului ... contact@planning.ro http://www.planning.ro/blog_permalink.php?ID=182 http://www.planning.ro/blog_permalink.php?ID=182 Ziua 1: 3 seminarii ... contact@planning.ro http://www.planning.ro/blog_permalink.php?ID=183 http://www.planning.ro/blog_permalink.php?ID=183 Seminar 1: PR PR PR On Top Down Under Revolutionizing Mobile Entertainment 25 de minute in loc de 45 si o prezentare de companie (Tesla/BigPond) cu iz PRistic in loc de invataturi despre mobile entertainment. Am cumva sentimentul ca am aflat mai multe din descriere seminarului de pe site decat din seminarul propriu zis. 3 lucruri tot am notat si prefer sa le prezint deconteztualizat (exact cum au fost livrate): industria de mobile content din Australia e dominata de publisherii reuniti sub Tesla, cea ... contact@planning.ro http://www.planning.ro/blog_permalink.php?ID=184 http://www.planning.ro/blog_permalink.php?ID=184 Seminar2:E frumos ce e util Design Drives Desire In deschidere, leit motivul discursului designerilor comerciali: functionalitatea. In design, spune CDul Landor, estetica rezolva probleme, frumosul e util. In rest, lectiile seamana izbitor cu cele de advertising: diferentierea relevanta este obiectivul suprem in design ul commercial. Trebuie deci sa arati altfel, dar cu sens. sensul nu este dat exclusiv de functionalitate, ci si de coerenta cu brand ul (si aici Jaguarul cu 5 usi e dat ca exemplu negativ). ... contact@planning.ro http://www.planning.ro/blog_permalink.php?ID=185 http://www.planning.ro/blog_permalink.php?ID=185 Ziua 2: Generatia Pierduta 30 de min in care cei de la Proximity au inghesuit vreo 500 de ore de research, desfasurat in 18 tari, inclusiv Romania. Subiectul: generatia celor nascuti in anii 70 (mai exact intre 66 si 76), o generatie pierduta printre poate prea amplele discutiile despre cei care s au nascut fie inainte de ei (baby boomers), fie dupa (millenals). Este vorba despre ultima generatie care n a avut internet in copilarie si ultima care a prins Razboiul Rece. Ei sunt cei care se declara busy, ... contact@planning.ro http://www.planning.ro/blog_permalink.php?ID=187 http://www.planning.ro/blog_permalink.php?ID=187 BTW Azi am vazut si cateva dintre shortlisturile anuntate. Multe, foarte multe ghost uri e adevarat, insa dintre cele bune, adica dintre cele care cu o investitie in spate se pot transforma oricand in case uri de eficienta. De fapt, nu vad de ce Cannes ul nu ar putea functiona exact asa, ca research de pretestare: submiti un ghost si, daca ia vreun premiu, il transformi in campanie nationala. Mai bine oricum decat sa faci 4 focus grupuri. Pe langa vazutul shortlisturilor, va mai recomand sa va ... contact@planning.ro http://www.planning.ro/blog_permalink.php?ID=188 http://www.planning.ro/blog_permalink.php?ID=188 Ziua 3: Young Lions Seminar 2008 e primul an in care s a amenajat la Cannes o zona dedicata tinerilor industriei ( Young Lions) marcati cu badge uri galbene. In Young Lions Zone se sta pe designer chairs, se bea triple expresso contra mahmurelii si se asista la aceste special Master Classes. Printre ele, azi la 10h, a inceput Living Naked cu Paul Woolmington, unul dintre fondatorii Naked Communications. Naked e o multinationala cu statut inedit: nu sunt nici agentie de comunicare, nici de media, ci o amestecatura. Ei ... contact@planning.ro http://www.planning.ro/blog_permalink.php?ID=189 http://www.planning.ro/blog_permalink.php?ID=189 Focus Grup uri Online Am avut de curand ocazia sa lucrez pentru prima data la un proiect de cercetare care a inclus desfasurarea unor focus grup uri online. A fost o experienta interesanta cu multe lucruri de invatat. Primele observatii legate de acest tip de interactiune ar fi: participantii la research sunt mai relaxati dect in cazul grupurilor obisnuite si, prin urmare, sunt parca ceva mai dipsusi sa stea de vorba. Motivul este probabil acela ca ei se afla in propria lor locuinta, la confortul propriului ... contact@planning.ro http://www.planning.ro/blog_permalink.php?ID=190 http://www.planning.ro/blog_permalink.php?ID=190 Seminar : On personal care Prezentarea a avut 2 parti: una didactica sustinuta de CEO ul Global StarcomMediaVest si ceea ce parea mai mult un numar de stand up comedy despre antropologie, sustinuta de invitatul vedeta: Dr. Clotaire Rapaille (fot0). Partea didactica a continut o serie de learning uri despre lucrurile de care ar trebui sa tina cont brand urile din categoria personal atunci cand vorbesc cu femeile, respectiv cu barbatii. Recunosc, nu mi au fost clare chiar toate recomandarile, dar dintre ele enumar: ... contact@planning.ro http://www.planning.ro/blog_permalink.php?ID=191 http://www.planning.ro/blog_permalink.php?ID=191 Workshop: Realitate alternativa 42 Entertaiment au dat o lectie de interactive azi la Gala si au obtinut Grand Prix ul venind nu dintr o agentie de advertising si nici dintr una de digital, ci dinspre productie de content. De fapt, 42 Entertainment e o amestecatura de agentie si studio de gaming plus casa de productie si events. Compania s a specializat in ceea ce numesc Alternative Reality Gaming (ARG), niste jocuri branded net based, dar cu puternice ramificatii offline. Sunt jocuri cu poveste, in care organizatorii ofera o ... contact@planning.ro http://www.planning.ro/blog_permalink.php?ID=192 http://www.planning.ro/blog_permalink.php?ID=192 Ziua 4: Mai bine Acum c am trecut in a 2 a jumatate a festivalului, semniariile sunt din ce in ce mai bune. Am auzit azi aplauze, intrebari din public la final si am stat chiar la coada sa intru la seminar. Partea mai proasta e ca acum trebuie sa ajungi in sala au aprox juma de ora inainte ca sa prinzi loc. Daca nu, stai cu intarziatii ciorchine pe holuri in jurul unor ecrane, pe care se transmite live din sala. So, din programul de azi: proaspat castigatori de Grand Prix, 42 Entertainment despre ... contact@planning.ro http://www.planning.ro/blog_permalink.php?ID=193 http://www.planning.ro/blog_permalink.php?ID=193 Seminar 2: Cel mai bun ad ever Finally, The Happiness Factory povestita de parintii ei de drept: Ivan Wicksteed, Global Creative Director Coca Cola si 2 Creative Directors de la W+K, unul global si unul londonez. Clientul a explicat cum storytelling ul, ca model de advertising, ( = campania de comunicare se transforma intr o poveste livrata in episoade) rezolva multe dintre provocarile unui brand global spre deosebire de ruda sa cea mai apropiata, dar mai putin talentata: branded entertainment ul: povestile ... contact@planning.ro http://www.planning.ro/blog_permalink.php?ID=194 http://www.planning.ro/blog_permalink.php?ID=194 Seminar 1: Big is beautiful Jean Marie Dru, tatal Disruption ul, a livrat de data asta o prezentare previzibila, despre cum clientii mari si agentiile lor multinationale au inceput sa fie si vor deveni din ce mai creative. Grand Prix urile la film si presa de anul trecut au fost luate de P amp;G, respectiv Unilever. Sufletul creativitatii la Cannes s a schimbat progresiv si din ce in ce mai des premiile de creatie se duc spre clientii mari zice Dru. Urmeaza explicatia: clientii mari lipseau pana acum pentru ca safe ... contact@planning.ro http://www.planning.ro/blog_permalink.php?ID=195 http://www.planning.ro/blog_permalink.php?ID=195 Ziua 5: Am bifat La Cannes, in fiecare zi sunt cam 4 evenimente simultan la orice ora intre 9h si 19h: ai seminar, workshop, Young Lions Masterclass si screening uri. Presiunea e din ce in ce mai mare, ce sa alegi?, oare dincolo nu era mai ok?, hai mai bine la Droga decat la Dru, ca cica nu a fost prea misto anul trecut, la care se aduaga fara exceptie acest: Pacat ca n ai venit. A fost foooarte foaaarte tare, chestie pe care am auzit o, nu exagerez, de 4 ori azi. Am trecut in final ... contact@planning.ro http://www.planning.ro/blog_permalink.php?ID=196 http://www.planning.ro/blog_permalink.php?ID=196 Seminar 2: Advertise for good David Droga a prezentat unul dintre putinele proiecte caritabile ale comunitatii de advertising: The Tap Water Project. Pe scurt, lipsa apei potabile este al 2 lea cel mai important children killer la nivel mondial. In Africa, 5.000 de copii mor zilnic din cauza lipsei apei potabile. In timpul asta, in restul lumii, apa este luata for granted si ,simptomatic, oferita pe gratis la restaurante. Pornind de la asta, proiectul initiat de Droga5 pentru UNICEF propune restaurantelor sa ceara 1 ... contact@planning.ro http://www.planning.ro/blog_permalink.php?ID=197 http://www.planning.ro/blog_permalink.php?ID=197 Pytca's ads In final, a vorbit John Pytca, regizor legenda, aplaudat la scena deschisa pentru cele 110 Cannes Lions castigati pana acum si pentru cele 2 glume pe secunda de discurs. Pytca a preferat sa ne arate spoturi pentru ca, zice el, ad urile sunt despre povesti si spusul povestilor e ca spusul glumelor: unora pur si simplu le iese, altora nu. Dintre TVC urile aratate, iata si cel mai scurt ad corporate din lume, un TVC de 10 secunde facut in anii '60 pentru Volkswagen. Nu gasesc spotul, dar o sa ... contact@planning.ro http://www.planning.ro/blog_permalink.php?ID=198 http://www.planning.ro/blog_permalink.php?ID=198 Mediamediocrity Ajax Ahmed este fondatorul si presedintele AKQA, o companie a sarit de la 10 angajatio acum patru ani, la 400 anul asta, cand a si fost numita Agnetia Digitala a Anului in cam toate competitiile posibile. Puteti arunca un ochi pe work ul lor la akqa.com. Intereventia lui Ahmed a fost dintre cele foarte scurte. Am retin ca digital ul nu este definit de tehnologie, ci in primul rand de tipul de idei implementabile datorita tehonologie. Ideile ... contact@planning.ro http://www.planning.ro/blog_permalink.php?ID=199 http://www.planning.ro/blog_permalink.php?ID=199 Seminar 1: CPB In caz ca se mai intreba cineva, ei bine, Bogusky nu se pronunta nici BogUski, nici BogAUski, ci Bogaski. Asa i zice Chuck Porter si eu il cred pt. ca el e Porter ul din Crispin Porter + Bogusky. Din celelalte lucruri pe care le am auzit la seminarul CPB: a intrerupe oamenii nu e tocmai un plan de marketing bun. Repet, a intrerupe oamenii nu e tocmai un plan de marketing bun. tehnologia ii ajuta pe consumatori sa ignore ce vor ei, pe de alta parte, le permite ... contact@planning.ro http://www.planning.ro/blog_permalink.php?ID=200 http://www.planning.ro/blog_permalink.php?ID=200 Ziua 6 si ultima Revin intarziat cu 2 dintre semniariile de vineri: unul tinut de Crispin, Porter + Bogusky si invitatii sai: Ajaz Ahmed de la si regizorul Joe Pytka si celalalt de David Dorga despre The Tap Water Project, un proiect UNICEF. Sambata m am refacut la screening uri toata ziua...asa ca aici se cam opreste corespondenta Cannes Lions 2008. Multumesc pentru citit. ... contact@planning.ro http://www.planning.ro/blog_permalink.php?ID=201 http://www.planning.ro/blog_permalink.php?ID=201 Calendarul APG Romania Dragi prieteni, Dupa o perioada de vacanta concretizata de inactivitate APG Romania si reia activitatea, planificand activitatea pentru finalul anului 2008. Astfel, calendarul asociatiei pentru urmatoarea perioada este urmatorul: 15 septembrie data limita pentru depunerea candidaturilor pentru noul board de conducere al APG Romania, care va fi nsarcinat cu derularea proiectelor asociatiei 1 octombrie desfasurarea alegerilor n prezenta tuturor membrilor asociatiei, ... contact@planning.ro http://www.planning.ro/blog_permalink.php?ID=202 http://www.planning.ro/blog_permalink.php?ID=202 Scurta istorie a unui continut care nu exista Am lansat planning.ro in aprilie 2006 pe vremea cand lucram in departamentul de planning din Leo Burnett. Nu aveam in acel moment o strategie foarte coerenta cu privire la rolul pe care urma sa il joace acest site. Tot ce stiam atunci era ca mi as dori sa adun intr un singur loc continut relevant si valoros pentru cei care sunt sau care vor sa fie planneri, pentru cei care vor sa inteleaga si sa lucreze cu strategic planneri. Imi doream atunci sa i aduc intr un singur loc pe cei care fac ... contact@planning.ro http://www.planning.ro/blog_permalink.php?ID=203 http://www.planning.ro/blog_permalink.php?ID=203 Global Beersphere si la Bucuresti O prima initiativa globala a plannerilor din intreaga lume, courtesy of Faris Yakob. Read all about it here ... contact@planning.ro http://www.planning.ro/blog_permalink.php?ID=204 http://www.planning.ro/blog_permalink.php?ID=204 Reduceri pentru APG Romania In atentia membrilor APG Romania. Toti cei care detin statutul de membru al asociatiei beneficiaza de un discount de 20% la Inspire 2009, fata de cel mai mic pret avut in acest moment (conferinta 95 euro + TVA, seminar 180 + TVA, conferinta + seminar 240 + TVA). Astfel, un membru APG va plati pentru a merge la Inspire 76 euro + TVA (conferinta), 144 euro + TVA (seminar), 192 euro + TVA (conferinta + seminar). Mai multe detalii se pot gasi pe http://inspire2009.ro Cei care doresc ... contact@planning.ro http://www.planning.ro/blog_permalink.php?ID=205 http://www.planning.ro/blog_permalink.php?ID=205 Planneri despre criza In speranta ca voi/vom reincepe sa scriem pe acest blog, semnalez un material publicat la initiativa lui Cristi Manafu. Este vorba despre cateva raspunsuri la intrebarea quot;Ar trebui publicitatea (campaniile) sa isi adapteze mesajul la recesiune? quot;. Cititi aici. ... contact@planning.ro