Have you ever been to a conference where you heard interesting ideas, but walked away having no idea how to implement them? Or worse still, having heard speakers who only talked about themselves?
Conferences like that are why we started Planning-ness.
Planning-ness is an un-conference for creative thinkers designed around doing, not just listening. Unlike most conferences, our sessions involve a speaker teaching for the first 45-60 minutes then setting the group an assignment to put that learning into practice.
At this year's event - in Portland, OR on September 11th and 12th - our speakers will include a Warner Bros. screenwriter, an expert on observation and crowdsourced product expert.
You can find out more about it at http://planningness.com and also learn about the Planning-ness Grant which is awarded to people conducting research that can benefit the creative thinking community.
Richard is passionate about storytelling in all its forms, be it a great ad campaign like Apple’s “Think Different” or the latest Batman movie. He believes human beings are hardwired to digest stories because they help us make sense of the world around us, and teach us something profound about what it means to be alive.
Richard spent 15 years in advertising as a group strategy director. He won a coveted IPA Effectiveness Award in 2010 for his work on Virgin Atlantic, gained a distinction for his thesis on the future of brands for the IPA Excellence Diploma, and acted as the lead strategist on a range of accounts including McDonald’s, Kellogg’s, Google and Intel.
Jamie Davidson is a Senior Associate with Redpoint Ventures where he focuses on early stage investments in consumer Internet, mobile, digital media and online marketplaces. Previously, he was the VP of Product at Hotel Tonight. He joined HT as a result of their acquisition of PrimaTable where he was the Founder / CEO. Before PrimaTable, Jamie spent time at Kleiner Perkins Caufield and Byers focused on digital technology investment, at YouTube as the Product Manager for algorithmic video
Jess has 14+ years consumer and healthcare marketing experience at large agencies such as Grey and Havas. Her focus has been on Digital Business Transformation, Innovation, Strategic Planning, Research & Insights, Digital Marketing, Customer Engagement, User Experience & Analytics.
Most recently, Jess started her own consultancy Cretegic, which offers fullstack marketing in a digital world.
Prior, Jess was an Executive Board member and SVP, Digital Innovation and Strategic Planning at Havas Health . She established new revenue generating strategic capabilities/deliverables and led a digital marketing practice and P&L across strategy, creative, user experience, account, media and analytics. She is a contributor to Alleywatch, Medical Marketing and Media, an influencer on digital/social trends and strategies, an ambassador for SocialMediaWeekNYC, and guest lecturer on digital marketing at Columbia Business School and NYU.
See. Think. Make. Bob has spent his career doing these at the intersection of people, design, and technology. In the halcyon days of Microsoft, he led a team through the drama of shipping Fury3, Microsoft’s first PC game for Windows 95. Since then, he’s been a leader and designer on an eclectic mix of early stage projects from computer games, to automobile computers and online education platforms. Bob is currently the founder/CEO at XOBXOB, which is focused on seeing, thinking, and making in the rapidly emerging world where everything is connected.
Andrew is one of the inventors of Cerego’s learning method, and started Cerego to create an open platform to improve memory and quantify knowledge. These days he spends equal time improving the product and working with our partners and advisors around the world. His passion for research stretches back to his high school days at Bronx Science, and inspired him to start three education and technology companies (including the Princeton Review of Japan) in Tokyo, where he lived for nearly 25 years.
Alexandra Horowitz is a professor of psychology at Barnard College, Columbia University; she earned her Ph.D. in Cognitive Science at the University of California at San Diego. The Horowitz Dog Cognition Lab at Barnard conducts research on a wide range of topics, including, lately: dog olfaction; inter-species play behavior; and attributions of secondary emotions to dogs. In addition to many scholarly articles relating to dog behavior and cognition, she is author of Inside of a Dog: What Dogs See, Smell, and Know (Scribner, 2009), On Looking: Eleven Walks with Expert Eyes (Scribner, 2013) and editor of Domestic Dog Cognition and Behavior (Springer-Verlag, 2014).
Twitter Ads can help you amplify your messages and offerings — and we see that the most successful advertisers are those who first establish a strong organic presence on Twitter. After all, Promoted Tweets are simply organic Tweets that are targeted to a specific audience.
Starting today, you’ll have a new tool in your arsenal: we’re rolling out an enhanced Tweet activity dashboard to provide measurable insights into how your organic Tweets perform.
For the first time, advertisers will be able to see how many times users have viewed and engaged with organic Tweets, so that they can more effectively optimize their content strategy. The Tweet activity dashboard is now available to all advertisers, Twitter Card publishers, and verified users around the world.
With the new dashboard, you can:
New insights from additional research
On Twitter, nothing comes between your Tweets and your followers. The Tweet activity dashboard can help you create content that resonates most with these followers, who have the ability to amplify your brand’s message even further through actions like a Retweet, mention or reply.
In addition to the data included in the new Tweet activity dashboard, which focuses on impressions and total engagements, we recently analyzed organic Tweets and the reach of those Tweets (reach = unique logged-in users served one or more impressions) for 200 active brand advertisers. The data below identifies a few insights and best practices for brands when developing their own content strategy on Twitter. These advertisers spanned multiple verticals and ranged from Fortune 500 companies to SMBs.
First, we saw that brands that tweet two to three times per day can typically reach an audience size that’s equal to 30% of their follower base during a given week. This indicates that Tweet consistency is a key factor when it comes to maximizing your organic reach on Twitter.
When brands pair consistent tweeting with engaging content, there’s potential for even higher organic reach. In fact, Wheat Thins (@WheatThins) achieved organic reach equal to 95% of their follower base by tweeting 2x a day per week, while Trident (@TridentGum) saw organic reach that was 5x greater than their follower base by tweeting 3x per day.
“It’s incredibly powerful for our brands to gain insights into their organic impressions on Twitter. We gain a massive amount of value in understanding how our Tweets resonate with our followers,” said Bonin Bough, VP of Global Media and Consumer Engagement at Mondelēz International. “There’s no filter between our brands and our followers on Twitter, and this new dashboard shines a light on how our brand’s voice helps drive our organic activity. In turn, this will help influence how we can be smarter around our decisions related to paid campaigns.”
Of the 200 brands, those that drove the highest organic reach utilized one or more of these tactics when it was relevant to their marketing goals:
Tweet activity dashboard best practices
The revamped Tweet activity dashboard can help you quickly identify which Tweets drive the highest engagement and impressions. Here are a few ways to use the dashboard to improve your content strategy today:
Our goal is to provide the insights you need to maximize your business presence on Twitter. Get started with the new Tweet activity dashboard — and if you’re not yet advertising on Twitter, sign up today.
All images used with permission of @Buzzfeed.
Having good relationships beyond your fellow planners is vital. Being on good terms with account management, creatives and above all clients can kill or cure ideas.
But what the hell do they all want? How can you be all things to all people? And are they always right?
In this session, we'll hear about Planner Hell and Planner Heaven from…
- Preethi Maroli, Global Business Director at JWT
- Mick Mahoney, ECD of RKCR Y&R
- and Fiona Lovatt, ex-Head of Marketing at Twinings, Magners and the BBC
Once we've heard the best and the worst, the conclusion is up to you.
We'll break into working groups to discuss how to turn talk into action - what you can start doing tomorrow to boost your relationships. Our speakers will chime in with their points of view, and maybe (hopefully) spark some debates.
As usual at APG:YP we'll decamp to a local pub afterward for more drinks and chat.
APG - Account Planning Group
The APG is a not-for-profit membership organisation run by Planners for Planners. If you're a planner or strategist in a communications or client company, it's the natural home for you.
We believe in the importance of excellent advertising and communications strategy. With products increasingly generic, budgets ever tighter, and communications channels more varied, it has never been more important to have crystal clear strategic thinking to set a brand apart from its competition. We also believe in the role of planning in delivering excellent strategy. Planners are at the heart of creative businesses, so are more likely than anyone else to produce strategies that are creatively inspiring.
So we're all about educating and stimulating planners and promoting the value of Planning to business both in the UK and globally. We run world class training courses for planners and strategists and put on regular events for our members - often live, provocative, and entertaining evening meetings, including our flagship Noisy Thinking series.
We aim to make you think, get you involved and encourage you to meet and get know other planners from different agencies and companies. We also run networking events - particularly for more junior strategists - and we have a bi-annual Awards scheme and annual strategy conference.
You can't afford not to be a member. To join contact email@example.com
For more about the APG or to get involved please contact me - Sarahnewman@apg.org.uk - APG Director.
Want to now more ?
Last week, VCCP opened a new agency with offices near St Pancras International and Paris Nord stations. At the same time, it reignited the debate about planning and the French. Namely: do they bother?
VCCP Saint Pancras is built to serve luxury and premium brands (its founding client is Courvoisier), and Adrian Coleman, VCCP’s group chief executive, emphasised combining "the best of creativity from France with top-class British strategy".
International clients had complained, he said, that strategy departments in French agencies weren’t cutting it. To this end, Coleman hired the BETC Paris creative director Florence Bellisson to be the executive creative director and relocated VCCP Berlin’s managing director, Charlotte David, to be the managing partner and the London strategy partner, Zoe Hamilton, to be the planning partner.
No-one disputes that planning was invented in England. But can it be the case that France has failed to catch up?
You might think it impossible to tackle such a broad question. Not so. Many people who would rather eat glass than be heard stereotyping entire nations seem happy to let loose on the French.
"Clichés about the French often turn out true, in my experience," one senior strategist in London muses.
"Flair and joy in aesthetics are often what drive the creative work, but the strategy tends to be a lot of adjectives. Utter bollocks, basically."
"It’s a very different advertising culture in France," Craig Mawdsley, the joint chief strategy officer at Abbott Mead Vickers BBDO, adds. "French creative teams are so dominant in what they do that planning never gets a look-in. I have employed some French planners that were really good but, somehow, they don’t get the same traction in French agencies."
Of course, some are adamant that writing off France’s planners is absurd.
"That’s like saying there are no good French directors or engineers. It’s not true," Tracey Follows, the chief strategy officer at JWT London and chair of the Account Planning Group, says. "But any planner in any market needs to be well-connected to or educated at a planning centre of excellence – which, undoubtedly, London has been historically."
But it would be easier to dismiss the argument if French strategists themselves weren’t sympathetic to it.
Jerome Courtial, the head of strategy at We Are Social, told Campaign that, when he was starting out ten years ago, he had to move to the UK because there were no opportunities for him as a strategist in France. Only account management jobs were on offer.
"I think it’s because every Frenchman thinks of himself as an intellectual," Courtial says. "We don’t like having a job that comes with the label of ‘the smart one’."
Another strategist at a top French agency, who asked not to be named, agreed: "The big difference is that strategy belongs to everyone in French agencies, which can be difficult for planners."
There are many theories about the gap between English and French planning. Russ Lidstone, the chief executive of Havas Worldwide London, puts it down to a combination of things: the greater number of multinational businesses in London, higher digital and mobile penetration in the UK and regulatory issues.
"That’s often the argument made about Cannes," Lidstone says. "A lot of award-winning work couldn’t run in the UK. The rigours of planning are so much more adhered to in the UK."
read rest of article http://www.campaignlive.co.uk/news/1295120/
who are the 500 french strategic planners ?
Wall Street banks and trading firms are known for hiring the smartest mathematicians and computer scientists in the world.
These geniuses develop complex algorithms and use the most advanced technologies to quickly make investment decisions based on vast amounts of data. Every day, billions of dollars are traded using predictive analytics that enable a high degree of accuracy and results.
This real-time, analytics-intensive model is now moving beyond high finance: It’s the future of marketing.
The marketing landscape itself has grown incredibly complex, with the rise of social networks, apps, and mobile technologies adding to the number of ways marketers need to consider in their efforts to reach target audiences. These new technologies unlock tremendous opportunities for highly personalized and targeted marketing, while driving the need for more advanced algorithms and the ability to crunch massive amounts of data quickly to deliver the right message to the right person at exactly the right time.
Adding to the complexity, marketers and developers are now looking for ways to market to consumers in physical stores or other places via mobile devices in real time based on their exact locations.
For example, a consumer products company might send a coupon to a consumer’s smartphone or smartwatch as she walks through a certain aisle in a store, based on her behavior during the visit, or a vendor might send a special offer to a traveler as he makes his way through an airport.
read rest of the article : http://venturebeat.com/2014/04/20/why-madison-avenue-is-becoming-more-like-wall-street/
It's been 10 years since "Madison & Vine," a book written by Scott Donaton while he was editor of Ad Age, called for the ad industry (Madison Avenue) and entertainment industry (Vine Street) to work together to survive the upheaval promised by ad-skipping technology like TiVo. This was to be done partly by clever product placement but more broadly through content consumers actually wanted to watch.
In some ways, the partnership between advertising and entertainment has become just as imperative and pervasive as the book predicted: There's everything from the P&G-and-Walmart movies on NBC to sponsored listicles on BuzzFeed -- and not a reality competition in sight without heavy brand integration. Subway product placement is extending the lives of TV shows that were on the brink. Millions of people go out of their way to watch videos created by Red Bull. Brands pay Stephen Colbert to make fun of them.
But in other ways, it's shocking how little has changed. "The fact is, traditional TV advertising still works," said Ben Silverman, founder and chairman of entertainment-production company Electus, former co-chairman of NBC Entertainment and enthusiastic proponent of branded entertainment. "So there's not that aggressive a move away from it."
Mitch Kanner, described in "Madison & Vine" as one of the branded entertainment's earliest practitioners and leaders, was more blunt: "People were swinging at the ball 10 years ago. You'd have thought that people would have hit by now."
Despite a lot of experimentation, few partnerships between advertising and entertainment have sparked any sort of cultural change or moved a lot of products off shelves, he said. Examples do exist, such as AT&T's work with "American Idol," which taught the nation how to text. But many other integrations seem as easy to ignore as commercials.
In April, Relativity Media announced the creation of Madvine, an in-house agency that looked to put brands in the same room as writers and producers as they develop content. One if its first clients, Evian, will be a part of the film adaptation of Nicholas Sparks' "The Best of Me," according to Danny Stepper, CEO of Madvine. He declined to share details
Embarrassing missteps like "Cavemen," 2007's failed ABC sitcom starring the Geico Cavemen, still crop up regularly to give the practice a bad name. And there's still an inherent tension in the arrangement. Can marketers and media executives actually work together, to the consumers' enjoyment, after decades of one side proudly producing the content and the other just paying the bills?
"Everyone hated the idea of bringing brands into the content," said Mr. Silverman, who has helped lead the way in branded entertainment through the production of shows like "The Restaurant" and "Fashion Star," both of which had brands at their core.
"It's really hard," he added. "You need the ability to speak the language of people coming to the table. Most people are pontificating on it. It's continuing to grow, but slowly."