Last week saw 650 account planners at the annual American Association of Advertising Agencies' annual account planning conference in Miami wrestle with the question of what account planners need to be doing in the changing marketing landscape.
Below are some of the conclusions from the conference that Suzanne Powers, Worldwide Strategy Director at TBWA and AAAA's Account Planning Committee and Conference Chair, listed in an article she wrote for Advertising Age.
-- People are no longer waiting to hear from us. Everything we do must earn the right to have an audience, earn the right to be in their lives, on their bodies, in their minds.
-- Understand the conversation, insert your brand into it and then keep going. Take the cultural conversation, create content overnight and insert it smack into the middle of the talk to help shift it and capitalize on it before the moment's stale.
-- We must create ideas that people care about and push our brands to take a position or point of view. Giving people something to care about that is bigger than themselves and more important than a simple product truth is critical.