"I'm @ Contemplation"

This recent El País article talks about a new trend, an obsesssion with the question WHERE (no longer the "HOW of the first half of the 20th century, or the WHAT of the golden age of pop, nor the WHEN of the revival age") and it got me thinking about the importance of geo-localization, its implications and consequences.

• Beyond cell phones. Most people still think of "cell phones" when they hear the word mobile. We could break free from this, go past the container and start thinking about the "cloud", seamless easy independence and the greater consequences for our everyday lives. In this aspect I really like the work that Jan Chipchase is doing for Nokia in understanding the intersection of culture and technology.

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Similar to Heather LeFevre's Planner Survey this year Cristina Sanchez Blanco from Navarra University, together with APG Spain, have come up with a report painting the strategic planning landscape in Spain. The 76 page report can be found here (en Español).

Strategic Planning is a relatively new discipline in Spain and so this study outlines basics: 1. Planner Demographics, 2. Daily work of the account planner and 3. Relationship with other agents in the communication process. This is one of the first studies covering this matter in Spain and helps define their current state of strategic planning.

YOUNG GUNS

31% of the respondents of the survey were under 30 years of age (that is 20 out of a total sample of 62, a surprisingly high number).

A very high percentage have postgraduate studies in business, marketing or even strategic planning. This study did not provide data on salary, however from Heather's survey we know that salaries in Spain are extremely low, so how are young planners paying off their school debt?

37% have under 3 years of experience. This seems odd, from my personal Spanish network I know how extremely rare junior positions are. Some places even require previous service in account. All this makes me wonder about 37%.


OVERWORKED CREATIVE PLANNERS

22% percent work in places with only one planner and 62.9% are taking care of 5 or more accounts. Woah. This may be a sign that Spanish agencies are somewhat understaffed however we need to remember that this field is still developing. So, how can we help more people get their foot in the door?

When describing every day duties, planners indicated they are highly involved in the "creative Jump" (even more so than in "qualitative research"). Creativity seems to prevail over strategy in Spain.

There is an increasing number of planners in media agencies—Could it be the emergence of Connections Planning? This is supported by planners "looking for consumer in new technologies" and the use of Internet forums and social networks as MAIN research tools.

ALL IN THIS TOGETHER

On a brighter note planners are great collaborators with account, creative and even clients. In contrast there is competition/ animosity towards media and research companies. Collaboration expands between agencies, with 45.2% of respondents stating that they have collaborated with another agency in their same group "very often".

Planners work very close with advertisers, who increasingly value and seek the role of planning. However, planners (79%) have indicated that their clients are looking for short term results (compared to a whopping 3% who is looking for long term ones).

Channel-wise planners are most involved in digital campaigns.


SUMMING UP
Strategic planning is a new discipline but is growing strong. Spanish planners, while lacking experience, have a great deal of vision and are writing the rules as they go. Advertisers seeking short term results still value creativity the most. In this time where Advertising is reinventing itself Spanish planners need to be advocates of the discipline —both internally and externally— and educate about the importance of consumer insights in dictating solid strategic work.

the countertrend

I thought one good thing was coming out of this horrible recession: people seemed to be interested in doing good, in being efficient and, most importantly, responsible (perhaps to make up for years of our reckless industrial society).

However last night, I bumped into yet-another-reality-tv-show that was a setback to my original thought.

Set in Detroit, the auto capital of the world, "CRASH COURSE" consists of a series of driving challenges in which the participants use old clunkers to drive recklessly (there is no real driving ability required in their obstacles). Although I can certainly understand the momentary thrill it provides these stunt-men-and-women-wanna-be one can argue on the kind of example it is setting for younger drivers (ABC seems like an odd choice, I was thinking more SPIKE?) and in the middle of an energy crisis.



My question is... Could we possibly find more constructive and responsible ways to recycle our old cars? Perhaps in the area of energy? housing? education? and providing jobs for the unemployed? Something to ponder... Maybe we are not as good, efficient and responsible as we could/should be.

on blogs, blogging and... egos?

This profusion of blogs has got me thinking. WHY? WHY?! What exactly is so hot about it? Is this a crazy fad that only supports our ego-centrical BLAH needs?? Below a chart with identified pros and cons and it's implications. Feel free to jump in the conversation and assess some more.



Also check out State of the Blogosphere, a report by Technorati.