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2007 AAAA ACCOUNT PLANNING CONFERENCE
Monday, August 6–Wednesday, August 8
Manchester Grand Hyatt, San Diego
Creating Possibilities:
Planning to Extend the Boundaries of Creativity
This is a time of significant change for the industry. As thought leaders and
creators of much of the intellectual capital of our industry, planners can—and
should—lead the debate, and also be true catalysts for change.
It is a debate that threatens to paralyze and divide the agency world. We need
to take an opportunistic and optimistic look at alternative ideas from both a
theoretical and practical standpoint.
This debate is not only about our livelihood; it is about the fundamental ways
we work as planners everyday. It’s no longer about writing a single
inspirational creative brief; it is about inspiring ideas that can morph across
any aspect of the brand experience and across any virtual and/or literal
geography. It is about the shape of the industry-at-large and the resources and
structure we need to successfully weather the transition from media specificity
to creative solutions to business challenges.
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