Monday, 16 June 2014

Peugot Vs Lexus



This is advertising that fundamentally does not understand the way that communications work because it does not understand how people think.

I am sure that you have all read Daniel Kahneman’s Thinking Fast and Slow, sadly whoever made this advert has not.

Kahneman’s work has shown that there are 2 systems for thinking.

Monday, 2 June 2014

Internet Trends 2014 - Mary Meeker

I’d highly recommend reading Mary Meeker’s Internet Trends Report for 2014 as I believe it to be one of the most comprehensive yearly global studies about tech and internet use. It’s full of very useful data, trends, analyses and some great slides you could pinch for a presentation.

There is so much interesting stuff in there I feel like my head is about to explode but here are 4 that stood out to me immediately, as always from a planning point of view.

1. Tablets have been out shipping PCs for a while now but this enormous amount of sustained growth has, in my opinion, real implications for how we must design the internet. Amazingly the UK Government Digital Service has always been ahead of the game on this.


2. I think with that in mind we have a lot to learn from the evolution of Apps.

Thursday, 24 April 2014

Diesel: A-Z of Dance

This has got the hallmarks of a great campaign in the making.


A great campaign that has the potential to mix paid media, earned media and that holy grail of advertising, user generated content to great effect. Other than the fact that the execution is banging (which is 90% of the brilliance) here’s what I think those hallmarks are;

Paid media

It’s ready to go as a TV ad / cinema / pre-roll and could be adapted to any format you’d care to mention.

Earned Media

It taps right into an observed internet phenomenon that gets stuff watched / shared. And that’s making lists. Just look at the outrageous success of Buzzfeed, all powered by lists.

User Generated Content

1. Its asking the right sort of people to participate. It’s not asking everyday Joe Bloggs to ‘show us your best whatever’ as so many desperate brands do. Its talking to people who are really good at dancing, who love to show off and would love to be in an ad. It’s talking to the interested few not the disinterested many.

2. It’s walked the fine line of inviting participation and begging people to help with the advertising.
‘Dance your way into our follow up’ - We’ve already done one and its fucking cool. Dance your way into the second - earn it.

3. I don’t think the choice to set most of it on the street is purely artistic. It’s made it really easy to get involved. Pick a letter, do that kind of dance and do it on the street to fit in to the video. Everyone’s got a street to dance on.

What do you reckon?

P.S. If you liked the article and can give it a little shout out on Twitter that would be hugely appreciated!!


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?