Freelance Brand and Creative Strategist / Strategic Planner and Fractional Strategy Director
While moderating groups to cover off the qual for my own projects I’ve noticed that research attendance has gone up a lot in the last 9 months. I know we’re supposed to be coming out of recession, but attendance at my focus groups is now so enthusiastic that I think I’m going to have to … Continue reading it’s geting easier to recruit – but will they play along?
Dear Clients, Agencies and Other Interested Parties, on behalf of Planners everywhere, may I draw your attention to the following points: 1) We are not researchers. Yes, most of us can moderate our own focus groups / depths and manage research projects, but if you’re wanting a load of quant doing complete with modelling then … Continue reading ten things account planners would like you to know
There's been the odd occasion over the last few years when I've felt like I've been researching something in order to get that box ticked on the client's project plan, rather than to use fresh insight to move things forward. There's simply no point in spending money on research if the answer is staring you … Continue reading do you really need to research this?
A few things recently have made me question exactly what qualifies as a ‘good’ ad. Is it one that the client likes? The best job the production company / director / creative team could do? How about award winning? Well reviewed? That got the client and/or AD promoted? That kept the client’s account with the … Continue reading what exactly IS a ‘good’ ad?
My favourite Superbowl ad this year has got to be from Radioshack. It neatly addresses all their brand perception problems, while also managing to position their ‘refreshed’ stores as a less scary, more human version, all-manufacturers-welcome version of the Apple Store. There’s loads of 80s references that today’s tech-hungry 30-somethings will love and to top … Continue reading Radioshack and Bud are the Superbowl champions
I’ve been thinking about Planners Who Do Other Things Now. These fall into several subcategories, there’s Planners Who Now Do Something Totally Different But Use Their Planning Skillset, like the Chief Exec of an NHS Trust and the Life Coach I know. Then there’s Planners Who Don’t Work In Ad Agencies Anymore, but instead work … Continue reading why are so many Planners not doing ad agency Planning anymore?
We get The Sunday Times delivered at home and reading their Style section usually results in me ranting over the breakfast table. Style tends to focus on £100 face creams, the latest exercise crazes, outfits that less than 0.05% of the population can afford and fad diets - the latest being sugar-free, so kale smoothie … Continue reading Style can’t have it both ways
I've been making an extra effort recently to spend more time catching up with fellow Planners and Strategists (of all types) - and I've never come away from a coffee shop, cafe or restaurant without a post-it note full of scribbled ideas and To Dos. Notes of websites to visit, books to read, new business … Continue reading why agencies don’t value the modern meet up enough
Over the weekend I was chatting with a friend who is a university lecturer and PhD about their work. They called me "the most academic non-academic I've ever met", which I think was a compliment... We were discussing how one of their projects was going and I was struck by how very different the agency … Continue reading when Planning met Academia
I've seen a quite enormous number of bad ads over the festive break, mostly from furniture retailers. But one ad stood out, possibly because it was practically the only one that wasn't urging me to head down to my nearest retail park and spend, spend, spend. Sky's ad is beautifully shot and uses Harrison Ford … Continue reading Sky provides relief from bad post-Christmas ads