Tag Archives: planning

u & i the day after the night before

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so, you’ve thirsty thursdayd out and most of you are working out some brilliant ideas for the launch of the popes album or for a new model for an energy drink, but those of you around may want something distracting:

1) http://tinyurl.com/lv7m86

bruce nassbaum on what went wrong at business week – there is some lovely stuff in there about culture & the lunacy of “exogenous” macro herd mentality and innovation maybe not being doing the same and having the same conversations as everyone else is having (quick lets get on twitter ;-) )

2) http://tinyurl.com/y9xqjqf

&

http://tinyurl.com/a7t936

i’m obsessing a little bit about nike at the moment – they are starting to look really interesting again . . . not least of all around this space . . . the intersection of humanity and content (now theres a theme for you to think about) – why is this important rather than anyone else ? because they get a million people visiting their UK site a month and STILL take their content where people want to interact with it . . . nikewatch will be coming back to you soon on other things sporting

3) http://tinyurl.com/y97b82q

does technology evolve ? i guess this a partially semantic / sophist approach to the question, but one for all you cultural philosophers out there ;-)

4) http://www.facebook.com/vitaminwater?v=app_10467688569

not that this is new BUT it does tap into Stevie G’s BE stuff about priming – ask people to design you a new drink they may well be somewhat more likely to buy it ;-)

obviously no good for cars (although as jsb suggested a couple of weeks ago someone in south america is looking at that at the moment) – and obviously a bit old hat, so instead of asking whats your new flavour i guess ask how can we prime people to already want to buy what we are developing ?

and finally from the wonderful world of douglas coupland

Your brain forms roughly 10,000 new cells every day, but unless they hook up to preexisting cells with strong memories, they die. Serves them right.

and

When Donald Duck traded his wings for arms, was he trading up or trading down?

enjoy your day people

“F”FTMF 1 – It starts here!

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Have you ever noticed how you find out someone on the planning floor always has some whizzy tool or shortcut AFTER you’ve spent an hour fiddling your way through it?

This isn’t about expanding your brain, it’s about freeing up space so you have time for the inspiring stuff. Which has to be a good thing. 5 minutes saved with FFTMF should give you 5 minutes to explore the wealth of info elsewhere on the site.

Faster Forward Thinking Muddy Funsters* will be bringing you hints, tips and shortcuts which everyone one has squirreled away, but we never share until it’s too late.

So, what’s first -

1 – Adaptable ISBA map

Ungroup the image and each region can be coloured to represent your coverage or maybe audience concentration.  Really helpful in making presentations look glorious!

(please follow the path to explorer – we’re not technical enough to upload them yet!)

T:\FFMTF\ISBA Map

2 – Coverage & Frequency calculation

Know your TVRs but need a steer on what it gets you? If MediaPlanner’s giving you a shocker, then this quick formula can calculate your coverage, and also your frequency.

T:\FFMTF\Coverage & Frequency Formula

We’re hoping to get as much useful stuff uploaded as possible, so things don’t lurk in our daybooks anymore. Please leave a comment if you have any suggestions for future posts, or just let us know what you think.

FFTMF’s out….

Tracy & Lindsey

* we are not at home to Mr. Sweary :O)

useful and interesting 5.06.09

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this week i’ve mostly been trying to find reasons not to go to the launch of big brother 10 . . . and i roundly failed. . . more on that later/ somewhere else

1) http://neilperkin.typepad.com/only_dead_fish/2007/05/the_dehumanisat.html

now call me old fashioned, but why is this an either/or debate and not one of lafley’s integrated thinking things . . . ? well, it shouldn’t be and thats why we’re going to carry on a banging on about ziggin and a zaggin between data and method . . .  architects are artists, natural physicists and geometry students not just geometry students or artists

2) http://bbh-labs.com/why-isnt-there-more-great-work-in-the-interactive-spacewhat do you all need an opinion on right now ? this . . .i’ve found myself in two interesting conversations about this recently

a) via text with our mobile phone friends who are beginning to believe in integrating digital media and creative

b) with our friends at glaxo, who struggled to buy an online campaign until we helped them visualise what the creative would be, do and why it should exist – not often we have to do that to sell in a tv plan is it ?

3) http://kk.org/ct2/2009/06/the-internet-mapping-project.php

a nice exercise in visualisation of the internet for people, maybe something you can use with clients, maybe something you can use for medium method or maybe just some nice hand-drawn maps . . .

4) http://trendwatching.com/briefing/

its all about the flux (if any of you have small boys and watch galactik football you may have a clue what i’m talking about) – strategy and execution don’t stand still, so don’t let them

5) http://memehuffer.typepad.com/meme_huffer/2009/05/great-quotes-for-planners-66-diane-arbus-on-originality.html

i just like the quote . . . and having spent last night at the front of the baying crowd of big brother enthusiasts can roundly say i have done my share of this for the month and will be retreating into the two stone roses albums on rotation until i regain my sanity

and finally just because walshy and i have been obsessing about micro-interactions i thought i’d point you back to this and maybe mention it ain’t just a brand planning thang but a client and media owner conversations mapping thang

http://darmano.typepad.com/logic_emotion/2008/04/micro-interacti.html

cheers

binns[show_avatar email=chris.binns@mediacom.com align=left]

Thought provoking: Mark Ritson; Ehrenberg-Bass and Stephen King

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Morning

Three thought provoking morsels for you this morning.

First up the execllent Mark Ritson on why Ford is best placed to weather the current storm. His angle is that while others are busy launching new brands they are ruthlessly cutting theirs ,thereby getting lean and focused. Food for thought for 2010 portfolio plans. Do we need to get more brutal? Which brands will genuinely deliver most value?

http://www.brandrepublic.com/InDepth/Opinion/909119/Mark-Ritson-Branding-Fords-clarity-focus/

Second those cuddly antipodean marketing science types the Ehrenberg-Bass Institute. Check out some of their challenges to orthodoxy and beyond here. For example they have a pop at Net Promoter as a means of predicting future growth and talk about their belief that loyalty doesn’t exist.

http://www.marketingscience.info/resources/commentary/FreeArticles.html

Last but not least. Back to 1974 and Stephen King’s seminal JWT Planning Guide. Thirty seven thought provoking pages.

Over and out

u, i, the 3 g’s 29.05.09

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i’m not sure BAD fulfilled their remit last week so i’ve revisited some favourites here: godin, ted (well godin @ ted), gladwell and google – call it the 3g’s

1) http://sethgodin.typepad.com/seths_blog/2009/05/is-marketing-an-art-or-a-science.html

more stuff on ziggin and a zaggin, this time from mr godin, stealing from mr de bono – hats and stuff

2) http://www.ted.com/talks/seth_godin_on_the_tribes_we_lead.html

the self same mr godin on “what do we do” – he argues we seek out change, i like the change agenda, if you’re interested in this, go find Kotter’s Leading Change for a much more academic guide as to how to construct it

3) http://www.newyorker.com/reporting/2009/05/11/090511fa_fact_gladwell?yrail

how david beats goliath – by not taking goliath on at goliath’s game .  .  .

4) http://www.nicholine.com/_attachments/4200483/Motive,%20means%20and%20opportunity.pdf

those of you who have engaged in the loving data schtick will have seen/heard the using google as a planning tool for your stories thang – nice to see i’m not going mad . . .

have a ball

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