I wasn't fantastically academic at school. In a year full of Oxbridge candidates and aspiring doctors, lawyers and vets (I went to a Girl's Grammar School), I didn't exactly stand out. But then, according to the school there was only one right answer. Which didn't exactly suit the way my mind works. Its a lot … Continue reading There is more than one right answer
Category: Account Planning
Should you be zigging if your customers want to keep zagging?
I've been thinking alot about brand repositioning recently. Its all very well deciding that from now on your brand is going to be aimed at Audience X, but what about all the Audience Ys that have been faithfully interacting with your brand? They might not be the most profitable or have the best long term prospects, … Continue reading Should you be zigging if your customers want to keep zagging?
Challenger brands have to think smarter
I've just come out of a meeting with a challenger brand who are launching into a market where their competitors spend at least £1M on media alone every year. Our launch budget isn't anything like that, so we're going to have to think a lot smarter. Which is actually more fun. The easy way (chuck lots … Continue reading Challenger brands have to think smarter
Misunderstood Planner
One of my lovely colleagues (knowing how keen I am on charts) hypothesised that this might be the kind of birthday card I'd send:
Friday Fun: how many does agency-types does it take to change a lightbulb?
(mostly nicked from the worrylingly realistic e) Q How many Creatives does it take to change a lightbulb? "I'm not changing a f***ing thing" Q How many Account Directors does it take to change a lightbulb? "How many would the client like it to take?" Q How many PR execs does it take to change a lightbulb? … Continue reading Friday Fun: how many does agency-types does it take to change a lightbulb?
Do people understand what you’re good at?
Do the people you work with understand what you're good at? I don't mean what you do or what your job description is, but what you're good at - how you add value to your organisation, how you can help other people do their jobs more effectively. I sometimes wonder whether everyone I work with … Continue reading Do people understand what you’re good at?
Musical Desks
I'm moving desks. Again. This is the third move since I joined the agency nine months ago. I have just worked out that its my fifteenth desk move in my 8 year career. Which seems excessive. No-one seems to know where to sit Planners - so far I've been billeted with account handling, new business, research, … Continue reading Musical Desks
Do you perform better when you’re up against the clock?
Northern Planner added an interesting comment today to my Perfect Pitch Live post - do you perform better when you're up against it? I know some people who are real Last Minute Larrys, almost needing an impending deadline to get their creative juices flowing. Whereas I've always preferred to allow enough time for a change of heart … Continue reading Do you perform better when you’re up against the clock?
The art of the Perfect Pitch
I’ve finally got my hands on Jon Steel’s new book Perfect Pitch (the new business guys had been hogging the agency copy). I’ve only had chance to get through the first couple of chapters so far, but I’m so fired up. Jon also wrote the modern Planner’s bible Truth, Lies and Advertising, which I’ve gone … Continue reading The art of the Perfect Pitch
If you aren’t helping, get out of the way
This is a really tough one. At what point as a Planner do you say “I’m not adding value to this project and my time would be better spent working on something else”. I’m talking here about the typical integrated mid-sized UK agency, where a Planner has a fair amount of autonomy and might have … Continue reading If you aren’t helping, get out of the way