Category: What was the strategy?
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Oke Doke, as promised it's time to finish communications planning. For previous posts, go here, here and then here. When we left it, we were at the point when we'd worked out the task for communications – what actions do you want your audience to take – the thing communications can influence people to do…
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Good riddance Duffy. Hello Marionettes. From taking a break from being what others want you to be, to taking a break from being serious. More importantly, from a trite, spiritual, worthy tone, to, well, lightening up. I suspect they were trying to do the same thing with Duffy – it's a complicated world, times…
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Why do the Americans get these great Coke Zero ads and we get utter dross? No macho rubbish, just plenty of wit, story and characters all based around a truth (that came out research), Coke Zero tastes like the original. It might borrow from Orange Gold spots but who cares? Next tells you…
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Once upon a time I wrote this post about finding a strategy and it ended up being some sort of greatest hit, in its own modest little way. It was part of an undertaking to provide access to some basics and processes. I thought it was important then and I still do. It's all well…
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In case you hadn't noticed, Yorkshire Tea is one of my favourite brands. I religiously warm the pot, take just a couple of careful stirs at the start and generally behave like a tea geek. It breaks my heart to say I hate the 'tea time' work. I'm sure it works, I don't know…
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Thought it was worth building on Flat Eric to discuss this campaign (the ad is here). Interesting – big call to action telly, lots of stuff to do online, encourages young people to rediscover the pioneering spirit that built America and remake it anew. Why? Lots of context I guess – few would disagree that…
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You can read the APG Awards shortlist here (they'll add them week by week). Mother's PG Tips paper is a joy. Reminds me that there's no point just having the best strategy or actual work when it comes to pitching, presenting or even in your day to day. It's how you present it. Which reminds…
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This was an incredibly popular campaignback in the late 1990's. It spawned a number 1 hit single and God knows how many toy Flat Erics. But what were they trying to do? Let's roll back to the 1980's and the launch of Levi's Laundrette,followed by some of my favourite ads ever including Creek and Drugstore.…
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I have always loved this British Airways adfrom way back in the 1990s. Others can talk about the way the ad is made, the casting of PJ O Rourke etc. I want to talk about why I think it was made. I think it all comes down to consumer insight. That dreaded, dreadfully over-used phrase.…
NORTHERN PLANNER 