First of all, it’s
been amazing to get an idea of a campaign’s final week. Those manic days before
it goes live, then the going-live itself, then the media explosion that
follows. It's something I’ve never seen
before. Which is quite nice, really.

Ah yes. The work. Things have got very busy.

I have mainly been doing lots of research into lots of different things. I can see more and more how 'planning' works as a real job, and how closely planners work with the meat and bones of a campaign. Lots of thinking about things is involved. It's pretty cool.

As always, I have
learnt some new terms.

These include ‘intrinsics’,
‘NPD’, ‘halo’, ‘hero’, and ‘brand architecture’. The last of these is my
favourite phrase and as such I have used it in a lot of conversations, mostly
in the wrong way. I’m learning.

That’s all folks. To
(what’s left of) week three!