With topics like 'How to make a documentary', 'How do design a great application' and 'How to design a great product experience' Lewis hopes to create an event that inspires planners from talking to doing, from observing to experiencing.

Some of you may remember PSFK’s slight frustration with the Account Planning Conference from the American Association of Advertising Agencies. Over the last couple of years its usefulness and effectiveness has dwindled until this year the AAAA found they couldn’t sell tickets and therefore canceled the event. While this sorry chapter closes a new one opens with an excited movement to make things happen. Mark Lewis, a Planning Director at DDB West (and Likemind SF host!), saw the death of the APG as an opportunity to radically change conferences geared towards planners and decided to to create an un-conference called Planning-ness.

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