This is another article that I wrote for the the APG strategy corner in New Business magazine. Although this article is not particularly about Audi, it is about pushing the boundaries of using technology in a useful way and about how planning can help brands to choose the right technology.
In comparison to many other jobs, planning is kind of a niche discipline. The group of planners around the world really like to connect and understand their own craft better. A good way to do that, is to join the annual planner survey. The German Account Planning Group just released this year’s planning survey.
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.
Since August 2010 the Account Planning Group Deutschland occupies a few pages in the New Business magazine. The category is called Strategy Corner and every week, members of the apgd contribute articles with fresh ideas on planning, strategy, marketing, advertising, brands or any other interesting topic. Based on the theme of this year’s Trendtag, I wrote about ‘Flow Controlling and Adaptive Brand Marketing’ in issue #37. You can download the full article on the apgd website or just read the full article here on s[cubed].
Every year the Account Planning Group presents the Open Source congress at Gruner + Jahr in Hamburg. This is always a great event and a good chance to meet some familiar planning colleagues. The idea of the congress is to invite speakers from different subjects and professions to talk about a specific topic. This year’s theme was ‘Selling’.