50pieces of advice from #ipa4planning<br />
ONINSIGHT…<br />
“insight is something blinding obvious to normal people but a revelation to a marketing department”<br />
“The more data you have the more versions of the truth you have”<br />
“Call centres, competitive press releases, academic articles, shopper data are amongst the most undermined source of insig...
“Look in new places for insight e.g. we focussed on Oliver James ideas around psychology of money for a banking client”<br />
“Insights explain WHY, observations explain WHAT”<br />
“The best way for many service providers, NHS, Stores, branch businesses to understand their consumers is geography”<br />
ONPLANNING AND PLANNING STYLE…<br />
“Be a student of the industry”<br />
“My planning style? … simple enthusiasm”<br />
“it is the planners job to turn brilliant campaigns into company profits”<br />
“Planners are most useful when they provide better beginnings”<br />
“The job of the planner is to make the work, WORK”<br />
“it is crucial to have a theory of what you are observing. To quote Darwin, there can be no observation without speculatio...
“you should develop your own planning style”<br />
“Planners should be the warm up artist for the idea in pitches. Do data like Peter Snow”<br />
“My advice is to start with what you find most interesting not what appears to be right”<br />
“My planning style, I treat truth as my client and I ask difficult questions to get to it”<br />
“My advice, be the clever person that simplifies rather than complicates”<br />
“Use your cleverness to make things simpler”<br />
ONPITCHING…<br />
“The best preparation for running your own agency is pitching. You have to kill what you eat”<br />
“The client is the target audience in pitches”<br />
“Understand the WHY? behind pitch briefs not the WHAT?”<br />
“Clients want BETTER not DIFFERENT”<br />
“A chemistry meeting is like a first date. Don’t go on about yourself or your ex”<br />
“Use pitch Q&A for hypothesis testing not for dumb questions”<br />
“Pitch into the client culture. Use their kit. Don’t be showy if you know they are frugal”<br />
“Remember in pitches clients are looking for reasons to say NO, to cross you off the list”<br />
ONCLIENTS & BRIEFS…<br />
“What we do is not about big shifts in human behaviour. It is generally about spending a few more £ here and there”<br />
“I wonder why commercial companies are organized around cost saving and not effectiveness”<br />
“When thinking about your target objective ask what it means in terms of audience behaviour and campaign shape”<br />
“The more you know about what the client needs to achieve commercially, the easier it is to talk effectiveness”<br />
“If you want to be a clients business partners you should still be different from them”<br />
“You can win almost any client over with massive enthusiasm for the brand”<br />
ONDIGITAL AND CHANNEL PLANNING…<br />
“Audiences expect stuff to be social, in realtime and mobile”<br />
“Your brand is what google thinks it is”<br />
“You will be more relevant if you think of communications as audience based design”<br />
“When Digital planning, a brands behaviour rather than it’s positioning is the best place to start”<br />
“Social media is like plumbing. If you do something well, or badly, it flows through”<br />
“Nothing is more frustrating that content creators with no thought for where content will appear”<br />
“Doing the content and context thinking together always shortens the chances of success”<br />
“It is the planners job to know where the idea will have most effect, think moment not media”<br />
“Think of engagement through content, participation and earned media”<br />
ONIDEAS & MAKING STUFF HAPPEN…<br />
“The only thing that keeps agencies in the fight is IDEAS. Organize around the imperatives of the idea”<br />
“People engage with ideas not channels. Ideas drive channel behaviour”<br />
“Aim for lots of small failures and a few big successes”<br />
“It is time to break the production money monopoly. Fail fast and cheaply. We don’t innovate enough because it’s slow and ...
“Small teams. Live by Jeff Bezo’s pizza rule. No team should be any larger than one that can be feed by 2 pizza’s”<br />
“COLLABORATE. You’ll be famous even if it’s a shared endeavour”<br />
“Small teams solve, big teams implement<br />
“Find your clients assets first. Be like the COI, their briefs ask how you will use their owned media”<br />
“In time shift culture you can’t assume the viewer see a particular channel first”<br />
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Advicefromipa4planning

  1. 1. 50pieces of advice from #ipa4planning<br />
  2. 2. ONINSIGHT…<br />
  3. 3. “insight is something blinding obvious to normal people but a revelation to a marketing department”<br />
  4. 4. “The more data you have the more versions of the truth you have”<br />
  5. 5. “Call centres, competitive press releases, academic articles, shopper data are amongst the most undermined source of insight”<br />
  6. 6. “Look in new places for insight e.g. we focussed on Oliver James ideas around psychology of money for a banking client”<br />
  7. 7. “Insights explain WHY, observations explain WHAT”<br />
  8. 8. “The best way for many service providers, NHS, Stores, branch businesses to understand their consumers is geography”<br />
  9. 9. ONPLANNING AND PLANNING STYLE…<br />
  10. 10. “Be a student of the industry”<br />
  11. 11. “My planning style? … simple enthusiasm”<br />
  12. 12. “it is the planners job to turn brilliant campaigns into company profits”<br />
  13. 13. “Planners are most useful when they provide better beginnings”<br />
  14. 14. “The job of the planner is to make the work, WORK”<br />
  15. 15. “it is crucial to have a theory of what you are observing. To quote Darwin, there can be no observation without speculation”<br />
  16. 16. “you should develop your own planning style”<br />
  17. 17. “Planners should be the warm up artist for the idea in pitches. Do data like Peter Snow”<br />
  18. 18. “My advice is to start with what you find most interesting not what appears to be right”<br />
  19. 19. “My planning style, I treat truth as my client and I ask difficult questions to get to it”<br />
  20. 20. “My advice, be the clever person that simplifies rather than complicates”<br />
  21. 21. “Use your cleverness to make things simpler”<br />
  22. 22. ONPITCHING…<br />
  23. 23. “The best preparation for running your own agency is pitching. You have to kill what you eat”<br />
  24. 24. “The client is the target audience in pitches”<br />
  25. 25. “Understand the WHY? behind pitch briefs not the WHAT?”<br />
  26. 26. “Clients want BETTER not DIFFERENT”<br />
  27. 27. “A chemistry meeting is like a first date. Don’t go on about yourself or your ex”<br />
  28. 28. “Use pitch Q&A for hypothesis testing not for dumb questions”<br />
  29. 29. “Pitch into the client culture. Use their kit. Don’t be showy if you know they are frugal”<br />
  30. 30. “Remember in pitches clients are looking for reasons to say NO, to cross you off the list”<br />
  31. 31. ONCLIENTS & BRIEFS…<br />
  32. 32. “What we do is not about big shifts in human behaviour. It is generally about spending a few more £ here and there”<br />
  33. 33. “I wonder why commercial companies are organized around cost saving and not effectiveness”<br />
  34. 34. “When thinking about your target objective ask what it means in terms of audience behaviour and campaign shape”<br />
  35. 35. “The more you know about what the client needs to achieve commercially, the easier it is to talk effectiveness”<br />
  36. 36. “If you want to be a clients business partners you should still be different from them”<br />
  37. 37. “You can win almost any client over with massive enthusiasm for the brand”<br />
  38. 38. ONDIGITAL AND CHANNEL PLANNING…<br />
  39. 39. “Audiences expect stuff to be social, in realtime and mobile”<br />
  40. 40. “Your brand is what google thinks it is”<br />
  41. 41. “You will be more relevant if you think of communications as audience based design”<br />
  42. 42. “When Digital planning, a brands behaviour rather than it’s positioning is the best place to start”<br />
  43. 43. “Social media is like plumbing. If you do something well, or badly, it flows through”<br />
  44. 44. “Nothing is more frustrating that content creators with no thought for where content will appear”<br />
  45. 45. “Doing the content and context thinking together always shortens the chances of success”<br />
  46. 46. “It is the planners job to know where the idea will have most effect, think moment not media”<br />
  47. 47. “Think of engagement through content, participation and earned media”<br />
  48. 48. ONIDEAS & MAKING STUFF HAPPEN…<br />
  49. 49. “The only thing that keeps agencies in the fight is IDEAS. Organize around the imperatives of the idea”<br />
  50. 50. “People engage with ideas not channels. Ideas drive channel behaviour”<br />
  51. 51. “Aim for lots of small failures and a few big successes”<br />
  52. 52. “It is time to break the production money monopoly. Fail fast and cheaply. We don’t innovate enough because it’s slow and expensive”<br />
  53. 53. “Small teams. Live by Jeff Bezo’s pizza rule. No team should be any larger than one that can be feed by 2 pizza’s”<br />
  54. 54. “COLLABORATE. You’ll be famous even if it’s a shared endeavour”<br />
  55. 55. “Small teams solve, big teams implement<br />
  56. 56. “Find your clients assets first. Be like the COI, their briefs ask how you will use their owned media”<br />
  57. 57. “In time shift culture you can’t assume the viewer see a particular channel first”<br />

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