First day of the Account Planning Tools Workshop with George Shepherd in Vienna. The few times an opportunity for training comes up in Austria, I have to be there. Even if I pay the whole thing myself.
George, who worked with Y&R, the Leigh Agency and Red Spider, is introducing us to his Account Planning Toolkit, a blueprint and set of templates for a planning process. A lot of hands on work in groups, with a lot of brainstorming and thinking. With his templates I found you can move the results to promising routes without limiting the broadness of ideas. So far, I find this especially useful for teams that have to bring up results in a very short time.
I assume that whole thing works a whole lot better in the real world compared to five advertising people in a hotel lounge, when the client is involved and the agency has done the homework.
The LeMeridien is pretty chic, the room with the name „Eternal Black“ not as dark as it’s name. Just the typical hotel conference room. No photos, yet. Hopefully, I will get around to post some tomorrow.