Monday, 13 January 2014

APG Noisy Thinking: When I'm CSO....

The CSOs from 7 of London's agencies each nominated one of their 20 somethings to share, within 5 minutes, their thoughts on re-imagining the planning world as if they were the CSO. I was fortunate enough to be invited and if you'd like to hear my thoughts just skip to 2.26. Or watch he whole thing, there's lots of really interesting takes on the subject.

What would you do as CSO?

Tuesday, 7 January 2014

How Brands Grow

This is the Dirichlet model of brand choice and purchase rates for Coca-Cola in the UK. Put simply this is how many people are buying coke how many times a year. It shows us that the vast majority of Coca-Cola’s customers very rarely buy Coca-Cola. This is also true for Pepsi. And Coca-Cola in the US. In fact this pattern ‘generalises around the world, over time, across product categories, and for all the different market research providers.’ 

Clearly this totally contradicts loads of ‘marketing wisdom’ to do with loyalty and brand love. The Dirchlet is 25 years old and has survived 25 years of testing. It is one of marketing science’s greatest achievements as it provides the basis for many of the scientific laws that can be applied to brands. If you’d like to find out how this reveals predictable patterns in buying behaviour and sales growth, in jargon free writing supported by empirical scientific evidence, then I strongly recommend you read How Brands Grow by Byron Sharp. 

Friday, 13 December 2013

Tuesday, 10 December 2013

My 5 Favourite Adverts Of 2013 (Not Made In 2013)

Rather than contribute to the endless roundups of this year’s ads all over the internet I thought I’d share my 5 favourite ads that I’ve been inspired by this year. In no particular order;

Starting with the product is pretty brave and this gorgeous piece of film is now on permanent display in the Louvre as an example of modern art in advertising.

I dare you to find a 20 second advert you love this much. Straight to the point, hilarious and memorable. What more can you ask for?

The craft in this is just outstanding. Goosebumps don’t lie.

Still as fresh as the day it was made.

I struggle to think of an advert that understands the people it is talking to more.

P.S. What are your favourites?

Tuesday, 8 October 2013

3 Books Everyone In Advertising Should Read

I'm sure I'm not the only person in advertising that has been recommended about 3 million must-read books about behavioural economics, strategy, thinking differently, problem solving, social anthropology... the list goes on. So it's with a bit of trepidation that I'm writing this post. Having said that these three books all made a big impact on how I work fairly immediately and I think that's worth sharing.

A Technique For Producing Ideas

This book is 45 very small pages long,  you can read it in half an hour. That alone almost makes it worth reading. However the legendary Bernbach makes an even more compelling case than that - 'James Webb Young conveys in his little book something more valuable than the most learned and detailed texts on the subject of advertising.' 

Monday, 12 August 2013

Project Colour

 “Everything around you that you call life was made up by people that were no smarter than you. And you can change it, you can influence it… Once you learn that, you’ll never be the same again.”
- Steve Jobs

In 1997 the Government’s  ‘Excellence in Schools’ report argued that unlocking the potential of every young person was of vital importance and concluded that Britain’s social stability and economic prosperity were dependant upon doing so.1
Following on from this the National Advisory Committee on Creative and Cultural Education (NACCCEE) published a report concluding that “a national strategy for creative and cultural education is essential to that process.”2
It argued that the importance of creativity in the workplace had become paramount and that this coupled with the Education Reform Act’s emphasis on the need for education to equip young people for that working life, meant that developing creative abilities should be seen as a general function of education as it would benefit all children.3

Wednesday, 24 July 2013

Project Colour #2

So last week Project Colour kicked off at Ashburnham Primary School where over 150 kids painted their version of the World’s End Estate onto our digital billboard. As week 2 of the project starts and we begin to turn their paintings into one giant collage I’ve had some time to reflect on what was a truly exciting and uplifting day. 5 things stood out for me in particular.

1. First of all it was truly impressive to see how immediately these kids got to grips with the technology and immersed themselves into painting.