Our first networking event of the year is a joint one with a professional organization supporting advertisers.

We're excited.

Why are we so excited to be networking with advertisers?  What could they have in common with us?

It surprised me when I heard an advertising executive sum up what they do in one sentence:  "We seek to change behavior through the power of a message.”

How they communicate that message may be different from how we might, but the purpose behind their work is similar, as is the process.

When you attend next week’s joint networking event with the AAF-OC members, ask them how they determine the right message and approach for one of their campaigns. Their response will sound a lot like a needs analysis.

Ask them about their short turn-around times for designing the next big campaign they were assigned.

Ask them how they manage stakeholder reviews - both when the review cycles stagnate or when feedback changes the scope of the campaign.

Don’t ask them about ADDIE, but learn some of their strategies for following the same process we use to create impactful training programs. Learn how they overcome similar obstacles to achieve their goals.

Why network with the members of an organization dedicated to supporting and promoting the professional growth of those in the advertising field? To seek out new perspectives for solving the same challenges we face.