Here are the useful bits from the presentation I did last week to IPA 4. Thanks to Mr Tom Morton for pulling the whole show together and to all the planning heads that helped me by illustrating their distinctive planning style.
Developing your own planning style remix
The problem with participation
Now that’s a swisssh. Image courtesy of ..Emma.. The participation band wagon rolls on in adland with agencies and clients seeming content to sacrifice effective communications for a couple of the clinically insane and the entire staff of the PR agency uploading some old tat to a website in the name of ‘doing something on...
How unspecial are you?
Image courtesy of Lufitoom I was taking afternoon tea with the man-legend Russell Davies this week and amongst many random things we chatted about was the idea of Unspecial. I suppose at its heart Unspecial is about how similar we all are. While we all have our idiosyncrasies, we aren’t that special or unique as...
For what its worth
The post on Client briefs and briefings seems to have got a bit of interest so I thought I'd make available a rudimetary briefing format for Clients to agencies.
I'm sure that it's not perfect but it may help, especially if your clients or you as a client don't have an approach to briefing that is...
Creating inspiring briefs – a note to clients
This is a short paper I wrote for Clients to help them create better briefs for their agencies and therefore get more effective work out of them.
Lets start with a clear definition of roles – for the people and documents involved in briefing.
Clients are marketing professionals and brand guardians. You understand what performance the business...
The Book of Revelations
Greetings from Charlotte Street. Image courtesy of Michael in South London.
Well you all know of my fondness for the idea of revelation as the new action standard for insights - astonishing disclosures about people, brands and the world in which we live.
So the book of revelations is...
Developing your own planning style
The author at leisure musing on whether the title of this post is a tautology or an oxymoron
A little while ago I gave a talk to an IPA course for planners called developing your own planning style.
As part of this I asked a few of my favourite planners how they...
Overcoming our empathy deficit
Indifference by Azli Jamil
For those that know me personally, the idea that I have been thinking a bit about empathy may come as a bit of an out of character departure.
New year’s revelations
Image courtesy of Henry Hingst.
It struck me recently that, although I place great store in the quality of an insight, I really had no consistent way of measuring how good one of them was and no way to help other people recognise a potent insight if they stumbled across...
The power of emotion
Image courtesy of awwwww.cc
A couple of weeks ago I gave a little talk on the power of emotion in advertising. I thought I'd share a little of it because there are some nice examples.
I have also included a handy little PDF on emotions from Robert Plutchick...
What’s in a format?
Thank god for that, a few of you have started the ball rolling and submitted briefing formats.
We need a whole load more and from every corner of the globe.
Just got my mits on Naked, M&C and BBH's formats. We now need briefs from places like AMV, Mother, Wiedens, Goodby, Crispin Porter, 180 you...
What’s in a format? Call for entries.
Kurt Cobain's death certificate. To my mind most creative briefing formats certify the death of the thinking. Image courtesy of Night Star Rominus.
I have an issue with creative briefing forms.
I think they encourage form filling and no agency I have ever worked at has used one. However, even I get...