Someone once told me I needed to be an
acrobat to work at Wieden's. I thought this was a bit far-fetched, but now I see
what they were getting at. Everyone seems to be bursting with talents, not just
limited to advertising. Lucky I found the planning scheme, as I’m pretty sure I
can’t touch my toes.

Anyone approaching the W+K reception would
be forgiven for wondering if they'd stumbled into Dickens' Old Curiosity Shop. I'm a big fan of the staff self-portraits that
adorn the walls, keeping a watchful eye over the chaos of bicycles. “Chaos” is used
here as a new collective noun and also apparently a bit of a buzzword in the
agency. It’s definitely a good thing. 

There was something welcoming about picking up my work laptop and
finding the "ALEXA C" label sitting assuredly under the Apple logo,
like the name tape in your first school blazer. There is a seat for you in
class 1A. Not that anyone is confined to a seat at W+K. We are free to move
about. This I’m sure is what helps keep ideas fresh. I also have a locker for
the first time in my life. Metal. No messing. Alas it might be inappropriate to
decorate American high school style.

Onto the Planning. My first project is
based around the concept of Branded House vs. House of Brands. For those
relatively fresh to advertising like myself here's a short summary. Although
it’s changing, Unilever would be your archetypal house of brands: individual
and distinct brands with their own identities falling under the overarching
ownership of the FMCG powerhouse. A brand like Virgin however is a Branded
House, with all its subsidiaries sharing the same look and feel, and prominent
Virgin branding.

Wieden+Kennedy appears to be a house where you "walk in stupid"
 (the blender man's motto). Inside the agency you are ready to refresh,
mix and think up new ideas…and leave as Einstein, obviously. 

(First impressions from planning newbie
Alexa)