Reading your post, I start wonder why, if live in an intricately connected marketing world, aren’t we giving our next generation fluencies that fly across functions and disciplines? While a lot of agencies are big on promoting cross-departmental collaboration, why don’t we aim higher m — and make sure our peeps are able to understand the strategic essentials and the skills that go into every component of the integrated plan?
BTW - the goal is NOT to turn right brain creatives into left brain media planners or data geeks or analytical this and thats or what have you. It’s to give them the tools to ask the right damn questions.
Frankly, that’s one thing you do get from building agencies on the smaller side of the scale: you’re more or less forced to cross-pollinate. So, maybe, you don’t have the math or the detailed expertise to write a media plan, you sure do learn how to read them.
Yes. You’re right. The workshop actually teaches folks to become “total advertising people.”
I understand. Maybe this framework will help. Feel free to keep me posted.
Why let leadership hog the pizza?
Reading your post, I start wonder why, if live in an intricately connected marketing world, aren’t we giving our next generation fluencies that fly across functions and disciplines? While a lot of agencies are big on promoting cross-departmental collaboration, why don’t we aim higher m — and make sure our peeps are able to understand the strategic essentials and the skills that go into every component of the integrated plan?
BTW - the goal is NOT to turn right brain creatives into left brain media planners or data geeks or analytical this and thats or what have you. It’s to give them the tools to ask the right damn questions.
Frankly, that’s one thing you do get from building agencies on the smaller side of the scale: you’re more or less forced to cross-pollinate. So, maybe, you don’t have the math or the detailed expertise to write a media plan, you sure do learn how to read them.