UM: planners need to collaborate free of commercialism

UM: planners need to collaborate free of commercialism
B&T Magazine
By B&T Magazine



Mel Mullins, Strategy Director, UM has told members of the Australian Planners Group that many of us still labour under the perception that we’re living in a Madmen style world and that we have an inherent fear of true collaboration.

Mullins argues that young tech companies like Google, often bring all sorts of people to the planning table and that they are getting better results as a consequence.

She also implores people to leave commercialism at the door and be safe in the nature that if you collaborate well, everybody will make money from the results.

Looking to uncover ways in which Google’s latest technologies might aid today’s Australian planners in developing more effective digital strategies, The Communications Council’s Account Planning Group Committee (APG) was welcomed on a week-long, interactive tour of Google’s headquarters in the United States at the end of 2013. The team was invited to explore the thinking, creative processes, accomplishments and direction of the technology giant … unveiling in turn some opportunities for the Australian industry.

In February of this year, the APG shared its learnings with the planning community of Melbourne. The Comms Council has generously supplied their videos of the day with B&T exclusively. The footage is raw, but the content is compelling. Laced with examples over the next few weeks you’ll hear from Sophie Price, head of planning, The Hallway, Justin Graham, chief strategy officer, M&C Saatchi (vice chair of APG), Ben Hourahine, head of strategy, Razorfish, Mel Mullins, strategy director, UM, Jason Lonsdale, executive planning director, Saatchi & Saatchi and Russ Mitchinson, planning partner, DDB (and chair of APG).

Topics covered include why digital needs to be further upstream in the strategic process; the importance of speed and agility…and not needing to reinvent the wheel every time; effective media and creative collaboration; as well as focusing on a vision beyond just profit.




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