Posts tagged "planning"
The year ahead in planning

The year ahead in planning

Ok so its March and this is rather late off the rank. But better late than never. It just means we have 9 months not a year to sort this stuff out. If 2016 taught us anything, it is that prediction is pointless. It may be desperately tempting, it may feel like a commercial imperative,...
The seven deadly sins of planning

The seven deadly sins of planning

Recently I was asked to talk to the Open Strategy Group about planning bad habits that should be addressed in 2017. And so I aimed off at what seem more to me as sins than simply bad habits. The seven deadly sins of planning. Here is the slideshare from the event, each point illustrated by...
Why we need to adopt whole puzzle thinking

Why we need to adopt whole puzzle thinking

A while back the good people at Admap asked me, along with a bunch of other strategists to contribute to a bumper September issue on the future of Strategy. It’s rather long but here it is for your delight. The skills of the strategist are, with the best will in the world, unnecessary. In any...
Stand up for strategy

Stand up for strategy

The work, the work, the work. That’s the mantra by which we live and die in advertising. Good agencies are measured by the work they win and the way that they work. But great agencies are always measured by the quality of the work they make. CDP, BMP, BBH and Mother all brought innovation to...
In praise of Dinosaur planning

In praise of Dinosaur planning

The greatest insult you can throw at someone in this industry is that they are a dinosaur. Being a dinosaur not only implies that you are slow and stupid but also that you are in imminent danger of being wiped out by an asteroid or similar calamity and not before time. That’s the narrative of...
Think like a CSO

Think like a CSO

I’m not going to pretend that speaking at the APG’s inaugural ‘Think Like a CSO’ (Chief Strategy Officer) sponsored and hosted by Mintel was anything other than phenomenally intimidating. Of course, I jumped at the chance when the Account Planning Group asked me, I’m a huge fan of the APG and increasingly impressed with their newfound...
Positioning is over rated

Positioning is over rated

“People will forget what you said, people will forget what you did, but people will never forget how you made them feel” Maya Angelou In many ways the primary role of the planner is to create positionings for brands, in any case it is often what we are most valued for. But I have increasingly...
A new picture of affluence

A new picture of affluence

The well off and wealthy may not take up much bandwidth as you dash out another digital banner on two-for-one sun cream but the plain fact is that they are a critical audience for brands looking to find growth in a sea of stagnation. You don’t need to be Jaguar, Land Rover or Burberry to...
Interesting versus right - revisited

Interesting versus right – revisited

If there is one defining philosophy of my approach to planning and strategic development it is the mantra that it is vital to be interesting but merely important to be right. This is based on the observation that those that are preoccupied with finding the right solution very rarely turn up anything remotely interesting. While...
Maths and magic - the secret of Bletchley

Maths and magic – the secret of Bletchley

Colossus was the World’s first electronic digital computer. Built from Post Office spare parts, it was operational from February 1944 at Bletchley Park, the British Government’s code breaking headquarters. Colossus followed on from the work that Alan Turing had done decoding the signals encrypted by the German Enigma machines. It was essential to the latter...
Should CSOs become CEOs?

Should CSOs become CEOs?

In the 1990s Harry Enfield and Paul Whitehouse performed an appallingly misogynist sketch series called ‘women know your limits’ in which mock mid-century public information films advised women not to mess with things like driving and intellectual debate. And I wonder if sometimes the same advice ought to be given to planners, especially when presented...
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