Creativity inspires people. Creativity, if guided properly, also creates immense value for companies and brands.
This is where account planning comes in. When most people separate left and right brain thinking, account planning unifies these two into a single line of thought. In other words, account planning is the perfect mix between strategic and creative thinking. This is important because advertising isn't art and because business can make money without being dull as dust.
My name is Leon. I work as a Planner at Jung von Matt, an advertising agency in Stockholm and The Planning Lab are my thoughts on advertising and branding, and everything that's relevant to it. Sort of.
My name is Leon and these are my thoughts on advertising and branding.
I believe that Account Planning is necessary for creating communications that's both creatively inspiring as well as strategically relevant.
I'm an Account Planner and part of the senior management at the Stockholm office of Jung von Matt, an independent, creatively-led advertising agency.
I'm also the current Chair of the Swedish Account Planning Group, a non-profit organisation (and sister organisation to APG UK) that promotes the interests of agency planners in Sweden.
My academic background is in Economics.
I enjoy working with great brands and brands that want to be come great. Here are some of the brands that I've been working for:
Absolut Icebar (alcoholic drinks)
Carfax (online services)
Coca-Cola Global & Nordic (FMCG/beverages)
Danske Bank (banking & finance)
Jämtkraft (energy)
PricewaterhouseCoopers (accounting services)
Royal Swedish Opera (culture)
Schering-Plough (pharmaceuticals)
Svenska Spel (gambling)
Swedish TV3 (media/television)
Swedish TV8 (media/television)
Telia (telecom)
Tetra Pak (industry/farming)
Things that I like:
Pop culture, movies, architecture, microeconomics, behavioural psychology, business strategy, moral philosophy, technology, modern art, art history, politics, standup comedy, indie bands, striped shirts, vinyl records, hifi equipment & Jack Russell dogs.
Things that I'm against:
Narcissism, stupidity, laziness, dishonesty & bullshit.
How to get in touch:
Email: leon@jvm.se
Phone: +46-76-865 18 42
Twitter: @theplanninglab
Linkedin: http://www.linkedin.com/in/leonphang
YABA is a Swedish blog award within web, media and marketing. The Planning Lab is nominated in the marketing category. Make me happy and cast your vote clicking on the button!
The Ballet campaign for the Royal Opera has now been updated with results and some new photos.
It was the perfect new product concept for our client. It was innovative and would have created a global microtrend. We had the grand idea, it was just a matter of developing it and for the client to press the button.
Suddenly and out of nowhere a similar product concept shows up on a trend blog. Needless to say, it screws up our plans. What’s really frustrating, though, is that the initial idea has been on the drawing board for more than a year.
Obviously, we should have acted faster. Yet, as an agency it’s difficult to think in terms of “business agility” and acting-now-because-tomorrow-you’re-dead, etc. Corporate bullshit literature might make more sense than you think.
Adliterate wrote about Fast Strategy some time ago. I think that it’s time for Fast Execution. Coming up with good ideas and clever strategy is the easy part. Turning ideas into execution is the really hard part. Often it’s about money, time, resources, company structure and what not.
I don’t have the answer here, but I do think that in a global market with creative and strategic geniouses around every corner, creating temporary monopolies by acting fast is the next strategic challenge – for client as well as agency.
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