on the eve of tomorrow’s Connections Planning conference, it seemed worth it to peruse the web discussions about “next generation strategic planning”, and jot down my view of things. having worked to build out connections planning at ideacity, and previous stints playing a role as integration strategist in other agencies, there’s usually not one answer – depending who you talk to.

my point of view is that connections is simply an the evolution of what account planning was always intended to be, a merging of strategy and business acumen (account management), media and communication delivery (media and marcom strategy), and a keen sense of people via cultural observations and understanding of emotional mindset (account planning).

But till we all get there:

ACCOUNT PLANNERS = the “head and the heart” of consumers, observing what people think, feel, perceive about the world around them and the brands they interact with. setting the tone, defining the “heart of the matter” for people.
CONNECTIONS PLANNERS = the “eyes, hands, and feet” of consumers, assessing how people see the world through media (lifestyle, recreational habits), what they are passionate about, how media touchpoints effect purchase decisions, and how it defines their media “persona”. able to parse out, and filter distinct messaging ‘ most relevant, and in context in the time and place a brand is presented.

EXPERIENTIAL PLANNERS – both digital and information architects, they are the tour guides, storytellers of a brand experience. prepared to move and adjust how a person experiences a brand based on what they want to do, need to know, and want to engage with.

COMMUNICATION PLANNERS – portfolio managers of a brand, with an innate knowledge of all forms of media, what mediums work best together, for the best results. able to build out the final plan of action and deliver it with through any from of media (paid, unpaid, broadcast or digital, crm to event, etc). the true next generation of media strategists, planners and buyers.

in a perfect world we’d all have some of these skill sets. be able to toggle our thinking up and down to different altitudes to create a rich strategy working with creative and communication planners all the way.

until that merging of the minds happens, we’ll have to (yes, I’m going to say it) collaborate.

here’s some other thoughts from around the plannersphere web:

1. AP,CP, IS: The Strategic Triumvirate,@ Whistle Through Your Comb.
2. Connections Planning: No-Duh, Big A-ha
3. Fallon’s Connections Planning Group, and Account Planing Duo’s
4. Mike trumpet’s about CP: What is Connections Planning?

More definitions, conversations and tomorrow ;)