Category: The day job
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…or how technology, media and culture may move on but skills of surprising and delighting people are timeless
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Heather's posted the Annual Planner Survey. You should have a read. Incidentally, someone with my name seems to have made the list of unsung heroes . I can only assume there are two planners with the name Andrew Hovells.
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If you're a client going through ten chemistry meetings, you're bound to receive eleven different versions of 'we seek to understand what makes people tick'. If you meet any planner, they'll hopefully remember that amidst the billion things the job seems to require these days, their primary role isn't to be shrill for the work,…
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I remember the legendary George Parker talking about his experience at a 'Big Dumb Agency' (his words). Where the Chief Exec asked him what he thought they did. He said, "We make ads'. To which she replied, "No, we manage the process". In other words, sell a professional process, that of course takes ages and uses a lot…
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I was looking at some old video from a 2007 conference from the always brilliant PSFK (incidentally, Piers and co, if you want to give away a free ticket to the 2010 London conference, to a blogger who will post about it etc, you my email address is on the side bar….). A big thread of that day…
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Today I woke up and realised I've been in advertising, or whatever you want to call it now (I think advertising is still best, digital, content whatever, it's still giving people an impression of something so they want to buy it/do it/stop doing it), for 12 years. Jesus Christ. I'm old, with some level of experience.…
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What kind of planner are you? Brand planner? Engagement planner? Digital planner? Content planner? I'm not sure which one I am and to be honest when I started out (which wasn't that long ago) I was just an account planner. The only other kind of planner out there was a media planner. I still…
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Rob's posted (finally) the results from the Account Planning School of the web. You should have a look, the feedback is valuable for anyone who does strategy. This one was hard, people had to actually present in video, not just write something. And while they all have something to learn, they did a lot better…
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First, read this post by Rob on Old Spice – take in the point about relieving tension and contradiction. Then buy and read How Brands Become Icons by Douglas Holt. It's a disgrace this book doesn't get talked about more. Don't be put off by the, pretty much accepted premise, that brands become icons through…
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Behavioural Economics is something of a buzzword in some parts right now – it shouldn't be for people who work in agencies, understanding how and why people really behave and how to influence that should be baked into every working day, but there you go. Forgive me for being cynical, but I doubt they'll follow it…
NORTHERN PLANNER 