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PRESENTATION

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What to do if you're stuck for a proposition. Like it or not, it's the bit of the brief creative's read first (debatable if some read anything else to be honest). It's also the hardest to write. Some lucky folks are natural born proposition writers, but the majority of us have to slave over honing a finely crafted sentence. So what do you do it you're stuck, or, most likely, the suits are screaming for the brief to get creatives going?

You could take option 1 and make sure your entire brief is littered with gold and so well written creatives just have to read it. So laden with little bombs that any could detonate in a creative brain. The proposition for this was 'beautifully made cars' but the brief was stuffed with different gems that bascially said, we need to make Skoda considerers believe they won't get laughed at by others. You could take option 2 and write a 'task based' proposition. Or if you're really stuck, use the 'liberating not'. Or your beer can be 'Not girlie' Your lolly can be 'not serious' How to Define a Digital Strategy — Balind Sieber. A Guide to Writing a Strategy Proposal (for beginners) This is gonna’ be fun. The formula I’m about to outline will consist of Six Steps. They look as follows: Frame the Problem Develop Personas Uncover Insight Use Step 1, 2, and 3 to come up with an idea Write a kick *ss Strategy Statement Deck it You Need to Know this Sh*t Designers, copywriters, technologists… why should you know how to write a strategy brief?

The creative (executional) portion of a marketing campaign is one of the last pieces of the digital process. If you imagine a digital execution represented as a totem pole and every section of the pole equates to a phase in the creative process – design would be near the bottom, right above front-end and back-end development (which usually happen simultaneously). Fig. 01: Creative/Production Process Being a fantastic creative is your foot in the door – It’s how you demonstrate that you walk the walk as well as talk it. The Scenario Mr. Preparation Okay! Step 1) Frame the Problem Damn. Tom Morton Presentations. Microwaveable Planning Careers. Sure, I’m no superstar, but all in all, I think I can hold my own. OK, so when you’ve been doing this planning lark for as long as I have – and with people and agencies that I have – you’d hope some of their brilliance and experiences has rubbed off on you … however that aside, I think I’m OK at what I do.

I say this because I’m getting more and more alarmed at what is going on with this industry. I’m seeing more and more people being given massive planning titles without – as far as I am aware – any formal experience, let alone training. Sure, at it’s heart, planning is pretty easy. If you have empathy and a bit of curiosity you’re half way there. OK, so you also have to be able to take that and find a way to turn it into commercially creative inspiration … however it’s certainly not as complicated as many like to claim and I can easily understand how people from different backgrounds and industries can come into it and be awesome. Bastards. But back to my point. Maybe it’s me. Brand new: Minimum Viable Planning.

I sense this might be a rehash of a lot of the stuff Neil has written around agile planning but thought I'd share anyway. I have just finished reading Eric Ries' excelent new book 'The Lean Startup'. Esentially it's a very readable, down to earth, practical crash course in lean development. It's about working out how you can accelerate thorugh a loop of validated learning as quickly as possible with the minimum amount of waste. Now there has been a lot of stuff written decrying the sloppy way lean (and agile) processes have been misapropriated by the marketng world. But I think there is an important lesson in the lean process for planners and the development of strategy. At the heart of the lean process lies the idea of the minimum viable product: the most basic thing you can put out into the world to test a hypothesis or assumption and get validated learning from the real world.

What is this? It's about doing the minimum amount of work needed to get to, or inspire, an idea. Insight vs. Absurdity | anthrostrategist. Facts and insights are not the same thing and yet that is precisely what a great deal of market research seems to present. Insight is the understanding of a specific cause and effect in a specific context. Insight is the act or result of understanding the inner nature of things, or what was in Greek term noesis.

From a business perspective an insight is a statement based on a deep understanding of your target consumers’ attitudes and beliefs, which connect at an emotional level and provoke a clear response which, when leveraged, has the power to change consumer behavior. In other words, to get them to love you and buy your stuff. I just listened to a webinar on the changing face of mobile shopping. First of all, it doesn’t address what people are shopping for online or why they’re doing it. Add to this the fact that a good half of the US population lives in a geographic area where the weather and the crowds just aren’t that bad. Like this: Like Loading... What Planning Can Learn From Design Thinking. Letting Go. Sauvons le planner stratégique de la médiocrité. J’ai été consterné de lire cette interview d’une certaine Agathe, planner stratégique dans le Libération de lundi.

Agathe n’est pas forcément la fautive. Certains journalistes n’hésitent pas à couper, abréger pour se concentrer sur ce qu’ils pensent être le principal, gommant ainsi toute subtilité ou perspective dans les propos de l’interviewé. Néanmoins cette interview fait mal au planner stratégique. Un métier pourtant indispensable à la compréhension de vos cibles et de votre marque. Par hommage à tous les planneurs stratégiques que j’ai pu côtoyer et apprécier, je vais donc déboulonner cette vision faussée d’un métier si extraordinaire. [Correctif du 31/08/2011 : la fameuse Agathe a déclaré -dans un commentaire ci-dessous (supprimé à posteriori à sa demande) - que le journaliste avait en effet complètement déformé ses propos. “Ce n’est pas très clair, nous même on a du mal à l’expliquer!”

C’est dommage ça. Non Agathe, le planning stratégique n’est pas un métier nouveau. C’est vrai. How impatience killed the planner | Life. Then strategy. Strategy | Comments | Last built on 17 August, 2011 Hello there. It’s been a few months since new content breathed its way onto the site. Not only is this the first bit of writing I’ve done in New York, but it gets to appear on a new-looking site. Reactive launched the new site yesterday. I’ll get a post up soon about how it came together. I’m keen to hear your thoughts. Nearly every account planner and strategist that I’ve loved working with has had a few things in common. More business poet than marketing mirror. They can sound-bite their way through a strategy in 30 seconds and confidently use plain English – not marketing words – to do so.

And they’re nearly always impatient. Why advertising isn’t currently built for the impatient A few things have really struck me about account planning and strategy in the States (I just moved here – for more: Moving to a New York advertising agency ) so far that don’t currently sit so well with the character trait of impatience. Great question. McKinney 4a's createtech presentation. Direct Marketing for Propagation. Strategic Planning In Advertising. Strategic Planning. Planners execute and interpret research that enables the agency to keep in touch with the market and understand what the consumer wants. The Planning Department has access to social and demographic data and direct access to consumers through quantitative and qualitative research. Quantitative research deals in numbers, ie a large number of consumers are questioned about a client's product. This provides the agency with an objective view of the customer for the product or service on offer and gives an indication of the statistical likelihood of success or failure for a product.

In qualitative research a small number of consumers discuss a product or creative concept in depth, allowing the client an insight into the consumer's attitudes. Planning is a never-ending process of defining and redefining goals and objectives, developing strategies, and evaluating advertising results. The planning process begins before research and continues after the advertisement is run. Fringe planning. If You're Not Paying for it, You're the Product. Things Left Unshared.

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Ideas idea ideas: strategy talk with MAS. A Marketing Intervention by imNylon.