Planners by and large have access to the same reports, the same tools, and the same broad principles of what planning should be. But the real value of planning comes from divergent thinking. From taking those same reports and weaving a perspective that is unique to the planner and their view on the world.
Advertising
On The Treatment Table – The Future of Healthcare, Data and Apps
As the demand for healthcare becomes ever greater, new solutions for delivering targeted programs for individual consumers that is cost effective becomes key. Future healthcare solutions will therefore need to tread a balance between a patient's data offering targeted value with the highly sensitive concerns patient's have around their medical data.
Long Term Digital Planning vs Agile
There is a certain scientific creativity at work within the planners role that develops advertising and keeps it relevant. Be it digital or non digital. Both Agile as a methodology and planning as a discipline have the end-consumer in mind when it comes to the output that makes them compatible regardless of looking through...
Everything You Know Is Wrong – Ogilvy on Advertising Account Planning
David Ogilvy's life story was one of the main reasons I moved into advertising. I loved the fact that he quit Oxford university and moved to Paris to become a sous-chef. I also admire the man for taking the decision to become a door to door salesman selling aga cookers across Scotland.
Applying Lean Thinking in Advertising
...brands have been caught in the headlights of the internet and it's impact on consumer attitudes and behaviours. The majority of agencies have been quick to fill the vacuum with endless powerpoint case studies to show to clients that they should do 'An Old Spice Man' or some such derivative. Going down such as...
Dear Brands and Ad-land…Wish You Were Here
I genuinely believe there is scope for agencies to assume a strategic partner role by effectively white-labelling a product or service as a separate entity. Look at the benefits for all parties concerned, a brand can effectively outsource creative execution of a product and service and reach beyond there existing audience. Consumers benefit by...
Google Firestarters # 3 The New OS for Agencies
Agencies should innovate at the edges, that is to say locate the potential pockets of expertise agencies may be good at but whose value may be underestimated.
Adapting Startup Ideas
Facebook could not have existed 10 years ago. In fact you can easily replace the example of Facebook (founded 2004) with Flickr (2004), Youtube (2005) Twitter (2006) or Groupon (2008). There seems to have been a golden era for startups around 2004-2008 where the conditions were ripe for each of them to grow exponentially.
Just What The Heck is sCRM?
To set the context, I recently pitched for an sCRM approach to a large UK/US brand with an established heritage. It quickly became apparent that agencies and businesses alike all have different ideas as to what sCRM means to them.
The Experience of Customer Experience
It's clear from the report that organisations are investing in digital, nevertheless the processes and workflows of organisation have to be aligned if it is to be successful in terms of its goals and objectives. I can foresee the role of planner inhabiting a more consultative role as digital becomes regarded as less of...
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