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
Category: strategy
why clients and their agencies need to look back to the future
Apologies for the recent silence but I’ve been busy trying to get my head around a new client. This particular organisation and it’s challenges has required speedy generation one of those Planner’s To Do lists where the short term and long term To Dos are very similar, but the urgent stuff will have to be … Continue reading why clients and their agencies need to look back to the future
great minds think alike – two Frankensteins in search of new audiences
So I went to see Frankenstein last night, as part of National Theatre Live, the idea being that instead of schlepping down to London and forking out megabucks for a theatre ticket you can watch the show at your local cinema instead. It’s a genius idea really – if your ‘product’s’ audience is constrained by … Continue reading great minds think alike – two Frankensteins in search of new audiences
if it was my money…
‘If it was my money I’d…’ has to be one of my most over-used client-meeting phrases. But there’s a good reason why - especially when you’re dealing with Outside London sized marketing budgets it’s easy for clients to try to be all things to all media channels, and master of none. I’d always advocate for … Continue reading if it was my money…
simplifying the Agency Process Chart
In almost every agency credentials meeting I’ve ever been in a Process chart has been pulled out. You know, the ‘our unique approach to reaching marketing solutions’ chart that renames every process, procedure and department to bring it all in line with the particular agency’s positioning. They come in all shapes and sizes, from flow … Continue reading simplifying the Agency Process Chart
insights from Interesting 2009
Despite a few technical hiccups and so many speakers that it overran a bit, Interesting2009 lived up to the fine reputation of its 2007 and 2008 predecessors. In the unlikely event that you’re not up to speed, Interesting is an annual day long shindig organised by Russell Davies and the main rule for speakers is … Continue reading insights from Interesting 2009