Now, I'm aware that it has been many years in the making. I started writing poetry at a very early age and during my childhood I took many classes that certainly exercised my creative soul (ie. ballet, painting, guitar, among other.) In college I went for Marketing, the closest thing to advertising.
One day, in my early years as a copywriter, I learned that any word itself has no meaning; that words only mean something in the mind of those who use them (same goes for ideas). At that point, strategy became part of my process and, many times, a source of inspiration.
Creatives usually receive a strategic document (AKA brief) with each job. After my realization about words I saw that tool in a new light. I didn't always inspire me but it did helped to sell a few ideas that some thought clients would never buy.
The original idea of making the crossover came from a visionary (now a very good friend) that at the time was HR Manager of Grey PR. He was hiring a planner in a year when the position was still new to the local industry. The requirements? They were more like a profile, a particular skill-set and background mix, instead of years of literal planning experience. He was convinced I had “it” and explained a job description very different to what I knew from working with planners in the past.
I did further research and found an upcoming trend with a whole new vision of the planning role. It turned out that most activities attached to the position, where the same I was already doing as a Creative Director @ARC/Leo Burnett. Certainly, he was right. So I made the move and I loved it. I had the chance to learned from masters, other Creative/Strategic Planners that were making historical changes in advertising mecas such as England, Brazil and Mexico.
One day, in my early years as a copywriter, I learned that any word itself has no meaning; that words only mean something in the mind of those who use them (same goes for ideas). At that point, strategy became part of my process and, many times, a source of inspiration.
Creatives usually receive a strategic document (AKA brief) with each job. After my realization about words I saw that tool in a new light. I didn't always inspire me but it did helped to sell a few ideas that some thought clients would never buy.
The original idea of making the crossover came from a visionary (now a very good friend) that at the time was HR Manager of Grey PR. He was hiring a planner in a year when the position was still new to the local industry. The requirements? They were more like a profile, a particular skill-set and background mix, instead of years of literal planning experience. He was convinced I had “it” and explained a job description very different to what I knew from working with planners in the past.
I did further research and found an upcoming trend with a whole new vision of the planning role. It turned out that most activities attached to the position, where the same I was already doing as a Creative Director @ARC/Leo Burnett. Certainly, he was right. So I made the move and I loved it. I had the chance to learned from masters, other Creative/Strategic Planners that were making historical changes in advertising mecas such as England, Brazil and Mexico.
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