February 18, 2015 Leave a comment
Brilliant creative from Land Rover.
Solving mysteries at 104 degrees Fahrenheit (40 degrees Celsius).
February 13, 2015 Leave a comment
I think that all the readers who come here to check out the “how to get into planning” posts I’ve written would collectively shout “No!”
However, while reading through the reminiscing about David Carr, I came across this quote about why he felt journalism should be hard to get into. And as someone who studied journalism as well as advertising, and tried my hand in the publishing/journalism world, it felt very apt. Read more of this post
January 26, 2015 Leave a comment
A good friend, former boss, and mentor of mine put together a list of the core skills he thinks all planners/strategists should have. It’s by no means final, so feel free to throw in your own thoughts in the comments.
Reading/listening/watching/counting asking other people to the same
Secondary research tools:
mintel, emarketer, forrester, gardner, mri, simmons, iconoculture Social tools: familiarity/analysis: Sysomos, Radian6 Search data: adwords, insights Competitive analysis: perceptual maps, heuristics, brand communication
- Writing a stakeholder interview guide
- Writing a screener
- Writing a discussion guide
- Writing a questionnaire for a survey
Quick and rough and down and dirty and whatever:
- Man on the street interview
- Friends and family interview
- Internal focus groups
- Opportunistic invention
Scoping projects/Designing research in general Defining the method, choosing the method, aligning to appropriate scale
2) Distilling/Creating: Turning data into stories
- Defining the problem: What is the business challenge? Where is the business opportunity? What behavior are we trying to change to achieve our goals?
- Topline findings from research (secondary, qual, quant, social): What are the truths or commonly held beliefs? How can we challenge current perceptions?
- Synthesis of multiple data sources into a story: what’s relevant and what is NOT
POV’s: short and long form: How are people using technology, or digital formats? What is the role of a feature, function, action, or design? What is happening in the category, or comparative companies?
Target description/persona writing: What are their needs, behaviors, goals? What is their level of intelligence or interest in the category? What are pain points? What relationships do they rely on?
Purchase pathway/journey writing: Think about the purchase funnel or journey: attract, welcome, orient, inspire, compare, decide, purchase, reassure.
Brand definition documentation: Positioning/mission/vision/functional and emotional and cultural benefits What are the rational drivers (utility, features, functions)? What are the emotional drivers (the heart, the gut)? What are the cultural drivers (trends, sentiment)?
Concept writing: classic and narrative
Brief writing: Synthesis into an organizing idea
3) Selling: Engagement, belief, commitment
- Presenting concepts, ideas, insights, briefs
- Working with creative/ux to develop ideas
Innovating: New magic tricks
Inventing new ways to collect, document, share, guide, inspire
So there you have it. By no means complete.
And for more on my thoughts on How to become a Planner, check out parts 1-7, and a reading list:
January 14, 2015 Leave a comment
Very cute. Catchy music. and a nice message. Still not going to make me eat a Big Mac anytime soon.
I just can’t help but wonder what the licensing must have cost – Batman, the Joker, Mario, Bowser, Pac Man, Chicago Bears, Green Bay Packers, Freddie Kruger, Jason, the Smurfs, and others. This thing must have cost a fortune.
January 12, 2015 Leave a comment
I like this McDonald’s ad.
Does it make me want to eat a Big Mac? Nope. Not even close. But I like the idea. I’m assuming the insight behind it was something about recognizing the role that McDonald’s restaurants play in their communities. For people who like their food, this is probably a nice ad, that reminds them that McDonald’s is part of their town, more so than SmashBurger. Or Five Guys. McDonald’s has always been there for them.
Something like that.
But we’re not just in the short film business. It will be interesting to see whether this campaign (and it’s sister ad) can change the outlook for this once iconic brand. Someone once told me that we’re not artists. We use art to achieve business goals. Only time will tell whether this campaign helps is good advertising or just a nice piece of film that gets you right in the feels.
(For the record, I like the other ad in the campaign too. I like the strategy of owning what you are. People don’t eat Big Macs (or Chicken McNuggets) because they think it’s haute cuisine. People like it because of the things that make it bad for you. Don’t waste your money promoting salads, healthy options, or the other things that people get when they don’t want your primary offering. You can keep selling them, but don’t put them in the ads. Put money behind the main attraction. And sell it for what it is.)
December 18, 2014 Leave a comment
Not over a movie studio getting hacked.
“We didn’t go to war with North Korea when they murdered American soldiers in the 1970s with axes. We didn’t go to war with North Korea when they fired missiles over our allies. We didn’t go to war with North Korea when one of their ships torpedoed an alliance partner and killed some of their sailors. You’re going to tell me we’re now going to go to war because a Sony exec described Angelina Jolie as a diva? It’s not happening.”
Probably not ever. Read more of this post