I've had a couple of instances recently where I've had to tell a client that what they are proposing is mind numbingly, completely the wrong thing to do. To explain that I'm giving them our best advice and that we wouldn't do it if it was our money. But do they act on my advice? In … Continue reading best advice
Author: Gemma T
Brand and Creative Strategist
Alternative job titles for a Planner (Account, Strategic or otherwise)
Seeker of Insight Chief Post-Rationaliser Head of Desk Research King/Queen of google Master of Disguise Director of Negotiation Futureologist Data Analyst Librarian Voice of the Consumer NPD Consultant Market Researcher Brainstorming Trainer Freelance Journalist Senior Vice President of Brief Writing
when great ads (sometimes) get killed by focus groups
Produced for the New England 2007 Hatch Awards by Arnold, this is a sobering example of why the average focus group stuck in a meeting room and forced to watch an animatic don't necessarily produce the kind of feedback that leads to great creative. In fact, there's a whole other rant here bemoaning the demise of holding groups … Continue reading when great ads (sometimes) get killed by focus groups
Ooops
Today’s Marketing Week carries a full page ad for http://www.printsells.org - a campaign that doesn’t appear to be technically funded by the Royal Mail, but nonetheless is extolling the virtues of Direct Mail – ‘it’s the 1-2-1 media par excellence’ and ‘direct mail is perfect to put your brand in the hands of consumers’. … Continue reading Ooops
two way traffic in the Age of Conversation
I’ve blogged quite a lot about customer service in the last year. Reading The Age of Conversation, Ann Handley’s contribution ‘How many people are you talking to?’ rang a lot of bells with me. Ann wrote about one simple conversation (between nervous flyer Ann and a reassuring United Airlines attendant) achieving a ‘laundry list of … Continue reading two way traffic in the Age of Conversation
The Bunnies have arrived
The Sony Bravia ad apparently breaks tomorrow (Friday) during Ugly Betty, but its already up on the Bravia website (takes a while to load at the moment). I specially like the bits where the pink bunny squeezes out of a drainpipe and the little yellow bunny is waiting to cross the road. It feels warmer and … Continue reading The Bunnies have arrived
when market research met social networking
One of my lovely colleagues in the Research team at work introduced me to Facebook Polls the other day. Having the ability to canvass the opinions of 100 Facebook users for just $26 (complete with online results charts) and to turn it around in just 24 hours is A Good Thing. Being able to ask Prison … Continue reading when market research met social networking
Generalist or Specialist? Whose responsibility?
I was having a chat with someone with decades more agency experience behind them than me yesterday about integrated agencies and their evolving role. His take was that the problem was that an integrated model required Specialist account managers (DM, Advertising, PR etc.) but Generalist account directors who could advise their clients across multiple disciplines/specialisms/channels. The snag … Continue reading Generalist or Specialist? Whose responsibility?
Integration – your time has come (again)
I honestly think that big integrated agencies are coming round again (this obviously has absolutely nothing do with the fact that I work for one). Client's budgets and the size of their in-house teams are being squeezed and increasingly they're asking my lot to become an extension of the marketing team - even to the extent of … Continue reading Integration – your time has come (again)
Exactly what is ‘a fair days work’?
In an effort to clear my desk following a hectic week I was one of the last out of the office on Friday night - but that is quite unusual for me. There are always going to be the workaholics who are the first ones to arrive in the morning and the last to get kicked … Continue reading Exactly what is ‘a fair days work’?