Since most of the agencies I work for are Shopper Marketing focused (welcome to Leeds!) I always keep a close eye on the Grocery sector, as do most of my agency mates. Grocery is knee-deep in challenges at the moment (the Discounters, provenance, excess floor space, trying to make Online pay, wafer thin margins, Marmitegate, … Continue reading they Asda to have a plan, right?
Category: Account Planning
*everyone* really is totally just winging it, all the time
In May 2014, Guardian writer Oliver Burkeman wrote an excellent article titled Everyone is totally just winging it, all the time. It was a very reassuring piece for anyone who suffers from a touch of imposter syndrome from time to time: We're all mini-New York Timeses or White Houses, energetically projecting an image of calm proficiency, while … Continue reading *everyone* really is totally just winging it, all the time
why don’t we treat powerpoint like a piece of creative communications?
Recently I've been writing a lot of powerpoint presentations - short, to-the-point presentations of course because in my time I've lived through hours of Boardroom Powerpoint Hell and have no wish to inflict that on anyone else. I said I've written a lot of presentations recently - but I didn't design them. I'm a reasonably good … Continue reading why don’t we treat powerpoint like a piece of creative communications?
CERM is the way forward when marketing service industries
I changed opticians a couple of years ago - after a very minor eye problem that my high street opticians backed away from in horror and swiftly packed me off to the local eye hospital, I decided that I needed eyecare that was a little less commoditised. So my Dad referred me (as his mate had previously … Continue reading CERM is the way forward when marketing service industries
Planning needs to go back to the Old School
I increasingly feel like Planning as a discipline/specialism within agencies is over-complicating things. Never mind thinking about what's changed since Planning's inception in the 1960's, so much has shifted in the UK even just the last 20 years. Back in the 90's (yes, I've been a Planner for that long), clients liked seeing the thinking behind the Big Idea - in pitch … Continue reading Planning needs to go back to the Old School
why spend on experiential when you’re so far removed from the purchase experience?
These days, I can't whiz round the shops in Leeds without maneuvering past a couple of experiential marking events / brand experiences. The stands/lorries/huts/inflatable domes are often full of shoppers happily enjoying free food/massages/entertainment or whatever but despite the amount of general Sales Promotion / Promotional Marketing / Shopper Marketing I've done for brands in the … Continue reading why spend on experiential when you’re so far removed from the purchase experience?
Sainsbury’s might win The Great Christmas Ad Showdown on views, but Lidl and Asda nailed it
So pretty much every retailer has shown their hand now in The Great Christmas TV Ad Showdown. Judging by online views and my friends with kids, Sainsbury's Mog is by far the most popular. And the grocery gurus I follow on twitter say that cuddly Mogs are flying out of stores. https://www.youtube.com/watch?v=kuRn2S7iPNU But it's actually not … Continue reading Sainsbury’s might win The Great Christmas Ad Showdown on views, but Lidl and Asda nailed it
why do only agencies have Planners?
Good account planning is about helping to make The Work better / more effective and helping to make life easier for the account team, creatives and client. So I've started to wonder why the role of Planner is mostly limited to marketing agencies (with a few exceptions like the BBC). After all, these days agencies … Continue reading why do only agencies have Planners?
Amazon’s Fire Phone – a victim of going after Cool not Convenience
I read this great FastCompany piece about Amazon's Fire Phone debacle last week (whoever sent me the link, thank you!) and keep coming back to the point the article makes that the smartphone launch failed because Amazon CEO Jeff Bezos was trying to make a cool, premium device to help move Amazon towards being more of a lifestyle brand. Unfortunately … Continue reading Amazon’s Fire Phone – a victim of going after Cool not Convenience
Planner or Strategist?
I don't know what it's like Inside London, but Outside London the Planning scene seems to me to have changed quite dramatically in the last 18 months. After agencies limped through the recession on a minimal headcount they've now staffed up again. And Planning/Strategy is one of the specialisms that is in growth. But in many … Continue reading Planner or Strategist?