There’s been a bit of a hoo-ha in the press today about UKIP’s new outdoor campaign, some executions of which, it’s been suggested, could be interpreted as racist. Rather than paid for by UKIP itself, the media and creative has been funded by Yorkshire entrepreneur and long-term Euro-sceptic Paul Sykes. But is the campaign racist? … Continue reading a view on UKIP’s posters
I've always struggled to understand why business owners feel that their reputation will be somehow enhanced by becoming the focus of a fly-on-the-wall documentary. BBC2's Life in the Freezer Cabinet did nothing for Iceland's positioning and made CEO Malcolm Walker look like an idiot. Which according to a mutual friend is a misrepresentation. the Chief … Continue reading documentaries – is all publicity really good publicity?
I've been working on a project for a category recently that I had to politely refer to in client meetings as "a low interest category for shoppers instore". Jon Steel in his Planner's bible Truth, Lies and Advertising recounts the story of a 1980's client who, flushed with excitement that their new chocolate biscuit bar … Continue reading how do you turn questionable product features into relevant differentiation?
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
