APG Junior Planning Workshop 2010

Here is a little review from the Junior Planning Workshop last week in Hamburg. This year’s session took place at Lukas Lindemann Rosinski, the newcomer agency of 2009. Apart from the very nice office spaces, the people at LLR were great hosts and we all made ourselves feel at home for the day. The agency was not featured for nothing on This Ain’t No Disco.

I think the APG trainings are a great initiative and a living and breathing evidence that the Account Planning Group is a well-oiled association of like-minded people who are constantly working on the evolution of the discipline. I myself attended all three APG trainings including the first Junior Planning Workshop in 2005, the Power Planning Camp in 2007 and the first Digital Planning Workshop last year. They were all great but attending the workshops as a speaker is actually the best training. Planners usually are a very challenging audience.

Last year I already had the chance to give a presentation on digital at my old ‘this-ain’t-no-discoesque’ workplace at Ogilvy in Düsseldorf. This time I gave a rough introduction into creative briefing and the specifics from a digital perspective (which are not that many to be honest). Here is an excerpt of my deck on creative briefing (shortened and changed into my s[cubed] layout):

It was really interesting to see that, during all presentation, we had really straight-forward and fruitful discussions among all participants. It looks like all planners are kind of facing similar challenges across years of experience and types of agencies. And there were quite a lot of different representatives from many different agencies from all around Germany including TBWA, Kolle Rebbe, Grabarz & Partner, DraftFCB, Scholz & Friends, Deepblue Networks, Uniplan, MetaDesign, BBDO and many other. For me, this exchange of ideas and experiences is the real value of the APG events.

Check out this awkwardly beautiful picture of all the speakers – from left to right: Sebastian Marx (Heimat), myself (Neue Digitale / Razorfish), Daniel Walloch (JvM), Achim Rietze (LLR), Magnus Höltke (Ogilvy) and Matthias Eylers (SelectNY).

You can find dome more pictures from the workshop here.

Ah and by the way, my new workplace at Neue Digitale / Razorfish was also featured in this ain’t a disco.


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About aschauerte

Marketing, Media, Communications and Business Strategist.

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