Connection and Transmedia Planning

Posted on: September 3, 2007

As you may or may not know, I am in Miami Ad School’s Bootcamp for Account Planners. Part of the program involves lecture, where planning directors/VPs come in from various agencies (some have been Carmichael Lynch, Leo Burnett, and draftFCB) and speak on various topics.

While the majority of the lectures have been truly meaningful and eye-opening, there has yet to be a lecture devoted solely to the future of advertising, and specifically, the future of planning. Everyone knows that we’re living in a changing world – (but hasn’t it always been changing?) – where people control when and how they’re touched by ads, where tv is losing its power of reach, where people create the ads and control the brand (to a point).

Should I be a little wary of my future if no one has talked about connections or transmedia planning? Hmm

I’ve been hearing more and more about connections planning, or transmedia planning being the future of planning as a whole. I haven’t done enough research to have a firm handle on what it is, though in general I can say it is using the insights of traditional planning while considering the contact points for the business/brand. I’ve been told it’s account planning + media planning. Don’t listen to me because I’m too green on this.

Here are some sources to bone up on connection(s) planning:

The Account Planning Group
No-Duh, Big A-ha

and transmedia planning:

Henry Jenkins
Convergence Culture: Where Old and New Media Collide by Henry Jacobs
Talent imitates, genius steals (Faris Yakob, Naked)
the fruits of imagination (Jason Oke, Leo Burnett)

I ordered Convergence Culture so I’ll come back and post on thoughts as I read.


1 Response to "Connection and Transmedia Planning"

Connections Planning in context.

AP, CP, IS: The Strategic Triumvirate

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