What is Outside/In?A borderless brand consultancy offering strategic andcreative services.I work on my own or with high quality creativepractitioners to create high value, timely solutions.Outside/In started in 2005.
Who am I?I worked as a senior planner in Ogilvy &Mather, Abbott Mead, Publicis and ChiatDay.As Head of Planning at JWT EMEA, myclients included Vodafone, Ford, Jaguar,Kraft and Pfizer Consumer Healthcare.At JWT, I helped win and manage Shell(1996-2001) and Vodafone (2001-2005)In 2009, I was honoured as the Creator ofthe APG Creative Planning Awards (whichstarted in 1992).
Core Competences• Strategic Planning for clients, agencies and charities• Brand Workshops – expert faciliatation• Total Brand Creation – naming, positioning, branding and communications• Creating new planning working methods• Presentation training and brand storytelling
Who Uses Outside/In?Companies that need original brand strategies brought tolife with limited budgets, but who still expect high-qualitycreativity - Octopus Investments, Drawbridge Finance,OpenworkAdvertising agencies that require high level planningsolutions, delivered with speed and accuracy on specificprojects, as well as creating systemic solutions, providingnew ways of working - Publicis, Euro RSCG, Y&R , JWT andLangland
Who Uses Outside/In?Companies that need simple, actionable insights from theirresearch, brand idea development and workshops, skillstraining, and those looking to build better functioning teams– Nokia, Nestle, Zurich and SodexoThird sector charities taking a more professional approachto marketing –Leonard Cheshire Disability, Norwood andThe National Autistic Society
Big recent projects• Langland – new planning system and training• Openwork – total brand creation (on going)• Leonard Cheshire Disability – strategic planning• Octopus Investments – total brand creation• Drawbridge Finance – re-branding (now Dragonfly)• LG India - mobile phone strategy• Euro RSCG - Chivas Regal (Brand Storytelling)• ‘Persuaders’ presentation training -Nokia• Norwood (Charity) – total brand creation• NAS – pro bono (fundraising strategy)
Recent examples of work• New Planning Systems• Case History – Octopus Investments (2010-2011)• New training Courses – The Persuaders (2008/2009) – building effective presentations – Creating Brand Stories (2010) – leveraging film making techniques for brand communications
New Planning Systems• Since 2005, I have helped design new planning systems for three major multi-nationals and the leading UK Healthcare specialist agency, and trained management in their implementation : Publicis Worldwide JWT CEE Euro RSCG Langland
Great brands leverage insight to create ideas• What people want but are not getting from other brands• Emotional basis - EHG• Expressed thru ideas that unify audiences, and allow for interaction – Open Branding.• Can be translated into actions – idea/actions to leverage consumer participation
Brand Creation: Octopus Investments• Since 2001, Octopus Investments doubled in size every year. Now they are intent becoming a major force in the City. What kind of brand should they become?• With their focus on service, unusual name, and youthful drive, we helped Octopus eschew the usual boastfulness of the investment category to position itself as ‘human interested’ - from an Octopus point of view.
Competitors: ‘Performance Expertise’ Generic Company POV, not audience Boastful Narrow in application Not insightful
Octopus Investments Insight: Human Interested Brand Idea: Octopus making humans happy Full Implementation of new brand guidelines and all creative materials
WebOffice design Taxis Newsletters and brochures
Presentation Training :The Persuaders• An intensive training course on presentation that transforms executive performance.• Created originally for Nokia senior executives, ‘The Persuaders’ helps people of all language abilities escape PowerPoint dependency by learning to construct and deliver, persuasive arguments.• TRUTH – a helpful acronym to use as the basis for presentation structure and style.
Brand Storytelling : Never-ending Stories• Creating Brand Stories teaches communicators how to apply the lessons of novel and screenwriting to brand building.• HATS² enables brands to identify who the hero is, what kind of story the brand can tell, the themes of the story and its genre, and the storytellers who can bring the story life.• The Brand Episode wheel helps exciting stories to be created.
HATS²• Hero –values, personality traits and archetype• Ambition –of the brand as a story• Themes – decide which classical story themes can be explored to fulfil ambitions and fit the brand’s life cycle• Setting – what genres are relevant to the brand• Storytellers – who are the key storytellers and how can we engage them?
What clients say about Outside/In (embarrassing true quotes!)
‘I genuinely haven’t used the word“special” with anyone external inabout the last three years. You andyour team have absolutely nailedthe brief we set. Imagination andnatural commercial sense seem tolive side by side in your heads. Astruggle for most, but seeminglyeasy for you. Great, great work.’Simon Rogerson , CEO OctopusInvestments
‘Richard helped deliver arange of valuablechallenges and insights thattranslated into powerfulcommunications – thathelped Shell succeedagainst the competition.’Raoul Pinnell, FormerChairman, Shell BrandsInternational and trustee,Leonard Cheshire Disability
‘Richard is one of the leadingstrategic planners of hisgeneration. He is a planningguru with a razor sharp mind,photographic memory, andvoracious appetite for crackingthe toughest strategicproblems.’Michael Maedel – JWTPresident Worldwide
‘One of the most incisiveplanners and presenters. He canenvision a pathway to success,identify the critical drivers ofsuccess, and stay focussed. Hebelieves it is the job of the brandto conform to its naturalaudience, not the job ofcommunications to get anaudience to comply with abrand.Mark Linder, Bell Pottinger
‘ Working closely with us on sharpening the positioning of Euro RSCG, he was a constant source of inspiration, challenge and fresh ideas.’ Russ Lidstone , CEO Euro RSCG London
30 Windermere Road London N10 2RE 07768 615 email@example.com