Conferencia de Planejamento do GP 2008
Just got back from Sao Paulo, where I spoke at the Brazilian version of the AAAA account planning conference. I was invited along with Gareth as one of the “Gringo Planners” and honestly had no idea what to expect. However, I was absolutely blown away by the generosity, enthusiasm and energy of the planning community down there. IMO this conference put a lot of the other recent conferences I’ve been at to shame, and it was planned within less than one month! Speakers were drawn from the client world, designers, researchers, as well as cultural speakers like a famous blogger/comedian and a couple of very well known podcasters. You can check out the details here on a translated version of the official group blog, and follow along on a translated version of the twitter feed too.
I was especially inspired to be around a planning community that is looking to the future and eager to learn and figure out what’s next instead of bemoaning the past as is all too common here. I think that the future of planning - if there is one - will come from somewhere like Brazil. not from the US or UK.
The other thing that really impressed me was the adoption of social media, especially Twitter, in Brazil. Someone showed a chart from UM that shows Brazil leading the world in social media adoption and it was pretty evident at the conference. There was some fascinating chat happening on the official Twitter feed and I am pretty sure there was even better stuff happening on back channels.
All in all I left really energized and will definitely be following what happens there closely. Many thanks to our hosts: Ken, Daniel, Caio, Paulo and Joao. You guys are awesome!
My contribution was this presentation about my two biggest failures as a planner and the cases that made me realise that I needed to do something different with my life.
Celine Says:
December 3rd, 2008 at 6:23 pmAdrianho…
Tks for coming…and welcome all the time.
Great contribution for us in “Conferencia”….
I like it!!:)
Daniel Souza Says:
December 3rd, 2008 at 6:24 pmAdrian, your presentation inspired us all. Thanks for sharing your views!
Andréa Says:
December 3rd, 2008 at 8:30 pmWell, I missed the presentation but I heard very good impressions on you. Thanks for sharing. We can learn much more with failure; however be painful.
Julia Fregona Says:
December 3rd, 2008 at 8:38 pmAdrian,
I was pretty impressed with your presentation and now, very happy with your description about the event, specially when you say “I think that the future of planning - if there is one - will come from somewhere like Brazil. not from the US or UK.”:P I think is because people like you, I keep to be a planner.
Thanks for all and Congratulations
All the best
Julia
Florian Says:
December 3rd, 2008 at 9:27 pmthank you for sharing!
with regards to building the marketing into your clients’ products, where do you see the differences between your approach and the approach of product & service design shops such as IDEO or live/work?
Ricardo Amaral Says:
December 3rd, 2008 at 10:27 pmIt’s great to see that I am not alone in my believes that marketing strategies are the “new advertising”. But you put it in such a succint and direct way that I felt ashamed…
Great work! Hope to keep reading interesting stuff and seeing great work from ZeusJones as ad doomsday arrives…
Caio Del Manto Says:
December 4th, 2008 at 7:55 amAdrian. Thank you very much for being here and to have the guts to say true things about planning. It will always inspire us to keep changing ;). Best, Caio
adrian Says:
December 4th, 2008 at 9:29 am@Florian I don’t know that much about how those guys work but I think they’re brought in to create products whereas we’re brought in to create marketing. So while they will start with the premise that it’s a brand new product they’re making we’ll start with the premise that there are already lots of different products, services, assets, etc. that the client already owns that might be able to be modified to work harder as marketing too. Occasionally, we’ll suggest a new product too but that’s not the core of our business.
Florian Says:
December 4th, 2008 at 12:48 pmI guess that in an ideal world, product or rather service design & marketing wouldn’t operate in two different worlds. We would design the marketing into the product.
I like the idea though, that there are already many assets that can be modified to work harder as marketing. It seems like a goal that is much more achievable than trying to become the next Apple, Nike or Southwest Airlines.
rafael Says:
December 4th, 2008 at 1:01 pmHey, Adrian!
How are you doing?
Everybody was amazed with the “gringo planners”!
I was especially excited about your speech, because, as I told you, I’m a huge fan of ZJ.
It was great talking to you and feel that you were really happy with the event and the people.
At least you have a few reasons for coming back to Brazil, like the piranha and the black beans soup.
haha
Best wishes for you and all ZJ’s team.
Rafael.
DDT Says:
December 5th, 2008 at 7:55 amAdrian,
Thanks for being so generous.
Abraço,
DDT
Kelly Eidson Says:
December 5th, 2008 at 11:37 amAdrian,
Thank you for always sharing your presentations, especially with your notes attached. They’ve been much appreciated by myself and other students who can’t afford to travel to conferences.
Joao Gabriel Says:
December 5th, 2008 at 4:34 pmHi Adrian!
Thank you very much for inspiring us and giving hints on what to avoid.
I already invited Gareth for a Corinthians game on his next time here. Are you in?
http://www.flickr.com/photos/30529466@N05/sets/72157610706260293/
Best,
Joao
Helge Tennø Says:
December 8th, 2008 at 12:39 pmHi Adrian
I would also like to ad my appreciation for you sharing this. I’ve sent the presentation around the office and gotten a lot of great remarks on it in return.
Thank you very much. :o)
Helge
neilperkin Says:
December 9th, 2008 at 12:47 pmGreat presentation Adrian.
Carl Says:
December 12th, 2008 at 12:54 amI always enjoy the slides you share Adrian, great stuff. A complete unbiased view of how things really are.
Paul Says:
January 1st, 2009 at 7:56 amhi Adrian, that could actually be the best presentation I’ve seen. I’ll share on my own blog.
P