On Friday, January 16, the American Advertising Federation (AAF) of West Michigan hosted its first event of the calendar year, leaving the audience energized and inspired. AAF West Michigan welcomed Jocelyn Goldberg, a West Michigan native and Grand Valley State University graduate, back to the Mitten State to share her adventures in advertising and some secrets from the war room at Wieden + Kennedy.
"The war room is necessary for a brand to behave in a human way," says Goldberg, emphasizing on the importance of connecting with the client's target market. For those of you who are new, a war room is a place in which business and strategy are planned and executed. A war room in the advertising world is used to strategize and execute a plan for big events or campaigns. Goldberg shares the "herbs and spices" of a successful war room, including with it ingredients such as a well-articulated playbook, thoroughly-planned event logistics, and a detailed contact list.
"The playbook is your war room bible- it contains everything," says Goldberg. The playbook contains your lists, locations, passwords, emails, phone numbers... Basically anything you think you would ever need. Ever. The war room, as the name suggests, means serious business and it has to be in order for amazing and creative ideas to flourish. A few of those amazing and creative ideas from Wieden + Kennedy include Coca-Cola's Super Bowl spots: The Polar Bowl, The Chase, and America the Beautiful.
In addition to educating the audience on the essentials for game day success, Goldberg reminds us that there will always be something that wasn't planned for, but you just have to "do your best, keep calm, and carry on."
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Psst! Check out more of Goldberg's notable words of wisdom from the event on my Twitter page.