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A review of the US APG conference by Barry Pritchard, The Planning Partnership You've got to admire planning in the States, like most things on the other side of the pond it's big. Over 1000 attendees turned up at the beachside Loews hotel in Miami Beach for a three day jamboree of very mixed quality talks papers and 'break out' sessions - tutorials to you and me. I've been to four of these events in the past 10 years, from the early US APG disorganised days in San Francisco to now. Lately the US APG called in the monolithic 4 A's (American Association of Advertising Agencies) to run things and they've killed it. They've reduced it to a lowest common denominator of a very mixed bag. Next year though it's back to US APG running things - so let's look for better papers, the personal touch and poor timing! The good news is the Brits are still there in force - so plenty of jobs to be had. Its amazing how you can trade on an accent. The Brits though were as you'd imagine quite cliquey, often to be found poolside or in the open air bar - no surprise there. However, and I am truly not biased here but many of the best ideas and papers were from the Brits - many of which had already had an airing at forums such as Admap and APG. So did you miss anything? Well surprisingly it wasn't too dot.com orientated or internet revolution. Lots of talk about brands and creative development and the human side of marketing. A wonderful 26 year old entrepreneur called Robert Stephens who had set up a computer direction business raised the level of thought for the day. And it's good to see Damien O'Malley is still in love with Adam Stagliano - their brand architecture concept fell short of surprising! Mark Earls of St Lukes is an impressive presenter, and he stood in at the last minute; never an easy call. Adam Morgan of 'Eat Big Fish' tried to give us a new planning model; a good slot but probably of more appeal to those working in the US. So did we learn anything? - Brit planner Iwan Thomis of Chiat Day San Francisco when asked that question said from the pool - yes the backstroke! Our lads and lassies from the UK APG did their bit, with some excellently appropriate shirts, strutted their stuff and sold lots of APG goodies and books. Thanks for the drinks Merry, Janet et, al. So what is it worth? - it really shows we still lead the planning world but theirs is bigger. It's seeded, secure but not growing rapidly. Lots of US planners are sent there clearly to be trained and to learn. But I question if the sheer scale of an event like this is the best forum for such a purpose. If you go next year, and it is worth it, don't give your card to a headhunter unless you want to go - they'll e-.pester you. And yes. It was sunny and we did see lots of famous people. email: barry@theplanningpartnership.co.uk (c) Account Planning Group 1995-2002
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