文/Vanella Jackson(Chief Executive Hall & Partners Europe)
譯/runningsunflower

我已經(jīng)做了二十多年策劃，隨著時(shí)間和工作經(jīng)驗(yàn)的積累，我對這份工作的認(rèn)識越來越清晰，但我很難肯定和我朝夕與共的客戶、account對策劃的認(rèn)識是否也是如此。

策劃對我來說非常簡單，它是讓我看到自己的價(jià)值。作為一個(gè)策劃，我定義自己成功的標(biāo)準(zhǔn)是我能否敢于遵從內(nèi)心去追求與眾不同，這對于廣告片尤其重要，當(dāng)我在電視上看到那些真正被我影響過的廣告，我會(huì)感覺非常良好。

令人驚訝的是通過最近的研究，我發(fā)現(xiàn)我現(xiàn)在參與的廣告工作甚至比以前我在廣告公司工作的時(shí)候還要多。這很容易解釋，因?yàn)樵谶M(jìn)行廣告研究的過程中你難免要與更多的廣告公司和更多的客戶打交道。

然而正是這一切讓我開始反思自己的職業(yè)生涯，并開始思考一個(gè)頂尖策劃人和一個(gè)普通策劃人之間存在的差異。對此我將提出自己的觀點(diǎn)，旨在拋磚引玉，請拍磚的童鞋對老衲下手輕一點(diǎn)哦。以下是我對如何成為頂尖策劃人的十條建議。

一，學(xué)會(huì)傾聽
盡你可能地用心聽你的客戶、acount部門、創(chuàng)意部門說的話。其實(shí)所有問題的答案和解決辦法都在你聽的內(nèi)容里，如果你一直一籌莫展，那說明你還是聽得不夠。廣告人在如何傾聽客戶方面是出了名的不擅長，也許他們從來沒真正去聽過客戶說的什么。不過，一般來說，創(chuàng)意人并不會(huì)一直處于不妥協(xié)的姿態(tài)，他們并不總是不停地向你抱怨和解釋為什么他們不接受客戶的意見。

二，一定要勇敢
告訴人們你真正的想法，不要為此而害怕，因?yàn)槟愕男撵`會(huì)為你指引出正確的方向。當(dāng)你被那些看似聰明理智的廣告老鳥質(zhì)疑的時(shí)候，不要?jiǎng)訐u，因?yàn)樗麄兊膇dea雖然聽起來還不錯(cuò)，但是某一天你會(huì)發(fā)現(xiàn)他們當(dāng)時(shí)的話以及他們自身也并不是無懈可擊。（沒有任何idea是完美的，你敢于表達(dá)自己才是最重要的。）

三，永遠(yuǎn)做最棒的
永遠(yuǎn)不要對自己說“這么做也馬馬虎虎”。面對任何一份平凡瑣碎的工作你都要竭盡所能做到最好，不管你是在4A還是在沒有多少地球人知道的小公司。

四，放松很重要
試著在確定和不確定之間調(diào)適自己。半成型的idea就像面包和黃油之間的關(guān)系，時(shí)間不夠就無法經(jīng)得起考驗(yàn)。不要試圖過早地理解或者抓住全部，盡量先和這個(gè)項(xiàng)目中與你合作的創(chuàng)意人熟悉起來——這樣你們才能更容易地擦出靈感的火花。

五，做些不一樣的事情
總是嘗試去做從來沒有做過的事情。新的idea和insight總是在你嘗試新的東西的時(shí)候到來。去一些你想不到的地方尋找 insight！

六，要有團(tuán)隊(duì)精神
要知道發(fā)想創(chuàng)意是整個(gè)team的事情，不但包括作為策劃的你，還包括這個(gè)team的成員，甚至包括所有涉及到這個(gè)項(xiàng)目的人。你要盡可能地充分收集和參考所有相關(guān)人員的意見，因?yàn)檫@不但有助于你開拓想象力，還能讓你成功地想到idea

七，盡可能地誠實(shí)
告訴你的team事情的真相。你務(wù)必要直接告訴他們，以確保他們聽到的是你自己對事情的解釋，而不是別的什么人。你只要立即回到公司親口告訴他們。如果他們不在那里，留下一張字條，然后再回去。

八，混個(gè)臉熟
務(wù)必要熟悉你的team，不要只在開會(huì)的時(shí)候才出現(xiàn)。有時(shí)候你可以突然跑到team其它成員的空間，看看他們都在做什么。告訴他們你的看法，或許這正好對他們有所幫助。

九，視覺思維
我們生活的時(shí)代是一個(gè)信息超載的世界，人們的注意力被過多的信息分散了。然而俗話說得好，一圖勝千言。所以要盡可能地使用圖像、視頻和圖片去表現(xiàn)你的感覺和情緒。畢竟，作為策劃的你，工作在創(chuàng)意這一行。

十，把它變得有趣
眾所周知，隨著工作經(jīng)驗(yàn)的累積和參與的項(xiàng)目的增多，我們或多或少都能學(xué)到點(diǎn)兒東西，然而即使像廣告這么有意思的工作，時(shí)間久了也會(huì)令人乏味。你必須找到辦法真正融入這個(gè)圈子，和acount打成一片，和客戶稱兄道弟，和自己創(chuàng)意部門的同學(xué)成為好友（那是最理想的關(guān)系，總之你至少可以做到不被人討厭）。廣告是個(gè)辛苦的行業(yè)，如果不開心就賠大了！工作務(wù)必要快樂。如果你真的喜歡這份工作，你就能發(fā)現(xiàn)快樂，或者創(chuàng)造快樂。當(dāng)你做到這一點(diǎn)，你會(huì)發(fā)現(xiàn)很多事情都順了，事情變得越來越easy。世界最棒的工作不就是自己做起來感到越來越easy的工作嗎？

所有這些建議似乎是顯而易見的，但有時(shí)并不是每個(gè)人都可以做到的。我希望我的總結(jié)對你是有用的。
最后，雖然我將結(jié)束本文，但是仍然歡迎作為研究對象你們，作為同行提出自己的見解和新的觀點(diǎn)。
我最后一條tip是永遠(yuǎn)要對你的研究對象保持友好！

　　*關(guān)于Hall&Partners

　　Hall & Partners (www.hall-and-partners.com) 是全球領(lǐng)先的品牌和溝通研究顧問公司，致力于為客戶在策劃的每一個(gè)環(huán)節(jié)提供富有新意的思維。Hall & Partners的研究模型繼續(xù)保持在廣告領(lǐng)域不斷推陳出新、銳意改變的思路，開創(chuàng)全新的開發(fā)和評估品牌和傳播的方法。

原文：

I have been a planner for twenty years and whilst my own opinion at planning is clearer in my head I am not sure it is even clear to those around me, namely clients and account people. Planning to me is very simple. It is about being useful.

As a planner I judged my own success by whether in my heart I knew I had made a difference to a decision, and most importantly to a piece of advertising, I know which ads I genuinely influenced and that makes me feel good
I have recently made a move into research and to my surprise I find myself involved in the development of more advertising than when I worked in an agency. This is simply because in research you work with more agencies on more advertising for more clients.

It has however made me think back over my career as a planner and reflect on what it is that makes the difference between a great planner and an average one. The following I offer up as a point of view to consider or reject. So here are my ten for being a tip top planner.

LISTEN.
Listen to your clients, listen to your account ream, listen to your creative team. No one listens enough and yet all the answers and opportunities are there if you listen. Advertising people are notoriously bad at listening to clients and really hearing what they have to say. Creative people are not always just being defensive when telling you why they don’t accept the clients view.

BE BRAVE.
Tell people what you really think what your heart tells you is true. Don’t be swayed by the intellectual arguments because they sound good, when you know they are deep down they are flawed.
ALWAYS BE GREAT. Never hear yourself say ‘that will do’. Average work always starts somewhere make everything you do be the best it can be.

RELAX.
Be comfortable with uncertainty and imprecision. Half formed ideas are the bread and butter of creativity. Don’t try to understand or grasp the whole too early, familiarity when working with creative people – make sure there is space around ideas.

BE DIFFERENT.
Always try things you haven’t done before. New ideas and insight are more likely to come when you are experimenting something new. Look for insights in unexpected places

BE A TEAM PLAYER.
Recognise that developing creative ideas is a team process. It is not just down to the planner and the creative team. Involve people. Seen lots of opinions as this will help fed your imagination and increase the chances of success.

HONESTY.
Tell your creative team the truth. Tell them it straight make sure they hear it from you not anyone else. Tell them as soon as you walk back to the agency. If they are not there leave a note and go back later.

FAMILIAR FACE.
Get to know your creative team. Don’t only turn up for meetings. Pop in and see how they are doing. Take them something you have thought about that could be useful.

BE VISUAL.
We live in a world that is over loaded with information. Make your mantra to be picture can say 1000 words. Use images, videos and pictures to express feelings and emotions. After all, as planners you work in the creative industry.

MAKE IT FUN.
We all learn through experience and being involved. Find ways to involve your account team, your client and your creative team. Work should be fun. The best work comes more easily when it is.

All of this may seem obvious, but sometimes can seem hard to do. I hope it is useful summary. The final though I will leave you is that your researcher can be an invaluable ally, providing you with insights and new perspectives. My final tip would be always befriend your researcher!

Via: Jiaoban 叫板