Helping brands communicate better
Before Christmas I ended up doing a lot of depth research interviews and it reminded me why I believe that Planners should, whenever possible, do their own qual research. The primary reason is, of course, that Insight can come from anywhere. If your involvement in the qual you’ve commissioned has been limited to what was … Continue reading Why Planners and Strategists should do their own qual
I wrote 18 months ago about how agency account management was increasingly becoming agency project management and that the art of account handling or client service was being lost. It’s safe to say that the tide has still not turned. I’ve recently worked with an agency to deliver training not only to improve their account … Continue reading why delivering ‘What the client wants’ is a slippery slope
I’ve been thinking a lot about creative briefs recently – I deliver Creative Brief Writing training for agency account handlers and/or junior planners and I’m also currently prepping a brief writing workshop that I’ll be delivering to some undergraduate students soon. It turns out that I have pretty strong feelings about briefs and briefing: 1. … Continue reading I really care about Creative Briefs
Back in the Noughties/2000’s, almost every big brand boardroom had a Marketing Director. That’s much less the case now, with marketing essentially becoming a ‘soft’ discipline. In 2015, only 35 of the US Fortune 1,000 companies had a marketing director on the executive board. In the FTSE100, the number was only slightly better. I could … Continue reading marketing is losing its seat at the boardroom table
I read a lot and yes, as a Planner / Strategist / Whatever-we’re-calling-it-this-week of course I’ve read all the big titles in my field like How Brands Grow, Nudge, Truth Lies & Advertising and Paid Attention. But that’s only a tiny percentage of what I actually read. I read Sunday newspapers and regional newspapers and … Continue reading Why there’s nothing wrong with a RomCom paperback
Work/life balance is very important to me – I'm a part-timer for various reasons, but I also definitely do better strategic work when I’m more rested, less stressed and generally feeling in control of my life. Almost anyone who has worked in a decent sized agency will have experienced emails on Sundays, late nights at … Continue reading We have to get better at work/life balance – and pitches aren’t helping
Sampling has come up a lot in my professional life recently, with grocery brands seemingly increasing both their spend and their creative focus in this area. With the Groceries Code Adjudicator keeping a careful eye on retailers who might be milking their supplier brand’s marketing budgets for their own purposes, the days of the big … Continue reading Sampling is on the up – but there’s more to the Path to Purchase than that
Professionally speaking, 2018 was not the best year and it left me of the opinion that agency employment is no more secure than freelancing. So I'm back as a hand for hire and quite a bit has changed during the two and a bit years I was Head of Whatever-we're-calling-it-this-week. The most noticeable is the … Continue reading for agencies, small is increasingly beautiful (and friendly)
A little while ago I was invited to the launch event of boutique research agency Qual Street's 'Year in the life' project. This was a year-long proactive piece of qualitative work where they spent lots of time with nine mums across London and Yorkshire who identified themselves as just about managing financially (JAM). With the … Continue reading the benefits of slow research
I was talking to a senior researcher who works for a research agency recently about how long research projects take from brief to debrief and how that doesn't sit well with marketing agencies and clients increasingly working in agile, or at least agile-ish. When the project is in a constant state of flux, timelines are tight … Continue reading Why agency projects need Agile research – and why that’s really hard to achieve