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Here are some of the top-line thoughts that I took away from Trumpet’s Polygamous Wedding Conference in New Orleans. They are taken from my scratchy notes, so they are can’t be turned into quotes, they are approximations and interpretations of what the speakers may have said!

Connections Planning

1.Name confusion- Connections Planners have 25 different titles- we need to find one. (Demian Brink)

2.Ideally it should be a team of Account Planner and Media Planner.(Demian Brink)

3.We need to shift thinking from the world of Connections Planning and define it as the “New Creative”.(Lisa Seward)

4.This new world is non-linear, relentless and requires seamless collaboration.(Lisa Seward)

5. Need to start with the target, understand what’s wrong, discover actionable insights, have brave leaders who can force the issue and have no rules, just guidelines.(Lisa Seward)

6.Shift the core skill set from curiosity to collaborative creativity. (Lisa Seward)

7.Connections Planning doesn’t need to be a person, it can be be a protocol to ensure different creative output,.(Lisa Seward)

8.Build toolsets to better understand why people consume media, not just what the media is, but what drives the consumer’s connection to it. (Jim Elms and Scott Lucas)

9.Turn media numbers into sexy pictures and charts.(Jim Elms)

Brands and Branding

10.Consumers are smart, don’t give away the story, allow them discover it. (Michael Jaeger)

11. Create real personalization- Burton snowboards scratch graphics- each on is an orginal.(Michael Jaeger)

12.Mainsteam is just another word for the “stupid masses” (Michael Jaeger)

13.Brand momentum and brand energy, rule.(Gareth Kay)

14.Brands must now be: entertaining, socially responsible, interesting, useful, doers, sweat the small stuff (little things count for a lot) (Gareth Kay)

15.We are in a world of transformation- generations don’t argue about music, but their values are different- culture is now “cut and paste”, communication is now about “digitalists and designers”, which means planners need to be designing interactions (Adrian Ho)

16.It’s all about the interaction, not the message. (Adrian Ho)

17.Brands need to have multiple meanings, not one message for everyone. (Adrian Ho)

18.We need idea-based metrics. (John King)

19.“Brands are candidates.” (John King)

20.Experts were talking about a powerful, empowered consumer in 1939. (Rob Walker)

21.Brands aren’t in crisis, corporate America achieved record earnings in 2006. (Rob Walker)

22.Ipod success can be put down to its multitude of meanings. (Rob Walker)

23. Red Bull doesn’t tell you who its for, what it is and it makes the consumer find out. (Rob Walker)

24. People must still love brands if they are willing to pay $10 for a Live Strong bracelet on E-Bay(Rob Walker)

25. Hello Kitty succeeds because its an entirely blank canvas, there’s nothing there- users project their own meaning(Rob Walker)






Posted by Ed Cotton A was fortunate enough to have been invited to speak at Trumpet's inspirational Polygamous Marriage conference in New Orleans. In essence, it was all about the coming together of media, account planning and creative- connections planning.

It was a great event and some inspiring presentations. (Much more to follow).

John King from Fallon spoke about lots of things, but included the idea of thinking about consumers, not as the creators, but as editors of content.

A nice evolution of the current zeitgeist.

To demonstrate, he showed us how the Cadbury's gorilla ad had morphed into a variety of different edits, some created by people and others created by the agency to inspire people to do it themselves.

The Original- 2 million views plus...



Bonnie Tyler- Remix- 238,000 views



50 Cent Remix- 127,849 views



Bon Jovi Remix- 24,075 views



I know this is old news to many, but the idea of providing content that can be played with, edited and throwing out examples for people to follow is really smart.

It keeps the idea alive and engages the consumer in the process.


Posted by Ed Cotton