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Planning etc

An ad school in Australia asked me if I'd do a Skype interview with some of their wannabe planners. I said no, because those things never work, but said - send me…
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Speak technology, Get global, Understand money… Where the Puck is Going

Speak technology, Get global, Understand money…  Where the Puck is Going | Planning | Scoop.it
THE MARRIAGE OF TECH, PRODUCT AND SERVICE DESIGN WILL HAVE AN IMPACT ON OUR LIVES.
Samuel Grinfeder's insight:

To be able to unemotionally breakdown a massive object into smaller progressive steps allows you to start creating movement, even if the task is freakishly daunting.

 

From my point of view, someone who has good strategy instincts will:

have a tendency to listen more than speak;actively seek opportunities outside of their comfort zone;have an ability to see the ‘interesting’ in any assignment;be more turned on by the ‘assist’ than the ‘dunk’;have an ability to see/uncover fresh new connections between disparate thingsask the questions other people don’t think of, and then ask another one.

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Let's Remember We're Good, But Not That Good ...

Let's Remember We're Good, But Not That Good ... | Planning | Scoop.it
A long time ago, when I was doing my Google experiment, I went out for drinks with a gentleman called Jonathan Rosenberg. At the bar, I saw someone I vaguely knew who was a creative at a multinatio...
Samuel Grinfeder's insight:

I suppose what I’m saying is that if we keep thinking our competition are other agencies – be that media, creative or digital – we are going to end up on the scrap heap in the blink of an eye because while adland has a lot to offer and can do amazing things, I genuinely believe we can reach completely new levels of influence and creativity if we start to look, listen, learn, embrace and attract the sort of people and industries who infiltrate culture through their version of creativity.

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What's the Story - Dave Trott

"How come we are using words and phrases and expressions that we don’t know the meaning of?
That we can’t explain to other people.

Isn’t this just learning the jargon in the hope that we’ll sound impressive?
Similar to dressing like a trendy creative person in the hope that people will think we’re creative."

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Strategist: You Have To Earn That Title


Via Raphael_Hd
Samuel Grinfeder's insight:

-  because digital is ubiquitous by now, digital strategy is just strategy. It’s about identifying and realizing opportunities for digital technology to create competitive advantage


- a strategist has been through the process of identifying, articulating, selling through, realizing and evaluating a strategy at least once, with measurable outcomes that align with or surpass the strategic objectives.

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How To Disrupt Yourself: The High Cost And Benefits Of Hiring Misfits

How To Disrupt Yourself: The High Cost And Benefits Of Hiring Misfits | Planning | Scoop.it

Many creative companies talk about hiring "different" talent. Strategist and "change agent" B. Caddell discusses the realities of hiring outsiders and allowing them make a difference to your culture & end product.

Samuel Grinfeder's insight:

"Even in the face of clients taking more work in-house, consumers connecting directly with brands to shape their products and their promotions, and the decentralization of mass communication, the industry is largely focused on fine tuning yesterday’s business model at the cost of inventing tomorrow’s"

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Brian Skahan : “How to Hack a Brand”

Brian Skahan will talk about the hacker mindset and how it's worked it's way into big brand advertising (digital and traditional). Mentor: Brian Skahan, XCD, CP+B
Samuel Grinfeder's insight:

The Nextpedia case :

The client asked for a mobile app (M-Commerce and Loyalty inside).

The real issue was that they wanted to deal with the fact that they are a full-service travel agency, in a world of travel discount websites. 

So CP+B came up with a new product : Nextpedia

 

A pre-paid plan :

- Facebook quiz designed with PHD at CU that tells you what kind of traveller you are. 

- Informations are sent to the travel agent and they design the trip for you

- You receive a box and go for a mystery trip revealed day after day

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Is there any more misused phrase than digital strategy? - by Simon Corbett

Is there any more misused phrase than digital strategy? - by Simon Corbett | Planning | Scoop.it

"A digital strategy outlines how to leverage all assets, people and resources available to apply digital in the most meaningful way to help the business win"

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How to Become a Designer Without Going to Design School

How to Become a Designer Without Going to Design School | Planning | Scoop.it
I got my job as a designer without going to design school. I wanted to change careers and become a designer, but I didn’t have four years and $100,000 to go back to school. So I decided to teach myself.
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Teens aren’t abandoning “social.” They’re just using the word correctly.

Teens aren’t abandoning “social.” They’re just using the word correctly. | Planning | Scoop.it
Advertisers are perplexed and a little angst-y.

I know this, because I work in advertising. Wait. Don’t stop reading because I admitted th…
Samuel Grinfeder's insight:

Kids aren’t leaving social networks. They’re redefining the word “social.” Rather, they’re actually using the word with the intent of its original meaning: making contact with other human beings. Communicating. Back-and-forth, fairly immediate dialogue. Most of it digitally. But most of it with the intent of a conversation where two (or more) people are exchanging information and emotion. Not posting it. Exchanging it.

That’s “social.” That’s why they’re increasingly skipping over static, interface-based URLs and apps in order to define “social” as messaging services.

For once the kids get it, and we don’t. 

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Planning for Participation

Planning for Participation | Planning | Scoop.it
Samuel Grinfeder's insight:

1. What level of participation do we want or need?  (TASK)

2. Who do we want to participate? (TARGETING)

3. Why will they want to participate with this idea? (MOTIVATION)

4. Have we made it as easy as possible for them to participate? (USER EXPERIENCE)

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Brand is the Effect of What You Do - Not the Cause

Brand is the Effect of What You Do - Not the Cause | Planning | Scoop.it

Increasingly, we’re finding that it’s better to think of brand not as cause, but as effect. Obsessing about your brand won’t somehow cause growth to happen. But doing the right things will create growth, and a strong brand will follow as the effect.

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Gareth Kay : Be curious. Ask questions. Read voraciously.

Gareth Kay : Be curious. Ask questions. Read voraciously. | Planning | Scoop.it
MODERNISTA!, GOODBY SILVERSTEIN & PARTNERS, ZEUSJONES SF.
Samuel Grinfeder's insight:

It’s not about layering new production lines on top of old production lines.

That sounds really obvious but the great failure of the advertising industry to transform itself has been down to the fact that we’re excellent at the wrong type of innovation. We relentlessly pursue and celebrate the latest ‘new’ way of doing what we have done before.


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40 Articles and Books that will make you a Great Digital Strategist

This is my attempt to recreate Noah Weiss’s wonderfully link-baitey listicle, 48 Articles and Books that will Make you a Great Product…

Via Raphael_Hd
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The new agency currency – Prototype Research & Development

The new agency currency – Prototype Research & Development | Planning | Scoop.it
Karen Corrigan, co-founder Happiness Brussels, on why agencies should go beyond the transactional relationship of simply creating brilliant advertising.The econ
Samuel Grinfeder's insight:

Done right PR&D allows creative agencies to use their talents and go beyond the transactional relationship of simply creating brilliant advertising. You will enter into a fun world where PR&D converts your creativity and imagination into a new kind of currency, one with tangible value to your clients, and theirs.

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Fashion, Rhetoric And Ass-Backwards Strategy: A Corrective

Fashion, Rhetoric And Ass-Backwards Strategy: A Corrective | Planning | Scoop.it

“That’s what we’re teaching people about the business. Bluff, jargon, and vacuity” Dave Trott   Stephen King".

Samuel Grinfeder's insight:

Ass-backwards strategy can most certainly make for fun (and sometimes thought-provoking) conference and blog fodder.

It might provide agencies with the comforting illusion that they have a unique ‘positioning’ in an over-supplied marketplace.

It can provoke entertaining pub arguments.

More helpfully and importantly, it can help stimulate real and genuinely valuable debate and speculation.

And it certainly can make for some tediously self-regarding and shamelessly self-promoting books that succeed only in robbing Shakespeare’s language of all its elegance.

But it is not strategy.

It hardly goes without saying that technology is opening up all manner of new and exciting ways of connecting with consumers, so of course we should be exploring, testing, prototyping, discussing and evaluating their potential. There can, after all, be no creativity without innovation.

But we’d do well to distinguish between speculating (however valuable a role that might play) and legislating.

 
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Sample creative briefs

A creative brief is a strategic plan -a kind of map- that both the client and the design firm or advertising agency agree upon, a written document outlining and
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Brett Reid's curator insight, October 2, 2014 5:18 AM

Great slideshow filled with samples about strategic briefs and their benefits in marketing communication.  A strategic creative brief helps aim where the brand will be positioned in long or short term marketing campaigns. 

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Planning. If You’re Still Doing It In An Agency, You’re Doing It Wrong.

Planning. If You’re Still Doing It In An Agency, You’re Doing It Wrong. | Planning | Scoop.it

To realise their true value, planners need to escape their agency shackles and start up a McKinsey-type creative consultancy.

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Hacking the business with Stephen King

Hacking the business with Stephen King | Planning | Scoop.it
Samuel Grinfeder's insight:

If we in adland only ever see ad-shaped problems, we’ll only create ad-shaped solutions. But if we see people, all manner of new and exciting stuff starts to happen.  As ever in marketing, progress lies in asking better questions and more imaginatively examining the lives, habits, needs, wants, desires, frustrations and dissatisfactions in people’s lives.


If we can only grasp the necessity of beginning our thinking with real consumer issues and needs, rather than what type of creative product (social, viral, advertising, content, POS, etc., etc.) we will make, or what line of fashionable rhetoric we will subscribe to, then we might stand a better chance of unleashing the true potential of our collective creativity.

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Murder on the dancefloor: what I learned about marketing from being a bad DJ

Murder on the dancefloor: what I learned about marketing from being a bad DJ | Planning | Scoop.it
Murder on the dancefloor: what I learned about marketing from being a bad DJ, I was a bad DJ. I couldn't mix; I couldn't sample; I couldn't scratch. But above all, I couldn't make people dance - or at least, make them dance to my tunes.
Samuel Grinfeder's insight:

1. Read the crowd. Feel the mood of the masses. It’s about your own, instinctive judgement, not someone else’s.
2. Live in the moment. Be spontaneous, intuitive, impromptu. Don’t plan for a future you can’t predict.
3. Mix sugar and spice, the familiar with the unknown. It may be counterintuitive, but no one will thank you if you play only what they want, know or expect.
4. Surprise them with the arcane, the forgotten and absurd when they least expect it. Don’t let consistency become predictability.
5. Create one seamless journey, contoured with its own highs and lows. Take the whole dancefloor on that journey and don’t get lost in segmentation, tailoring and targeting.

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How To Become A Master Planner

How To Become A Master Planner | Planning | Scoop.it
A bit of my advice to people interested in becoming an account planner/brand strategist, inspired by Bruce Lee.
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The human paradox by Gareth Kay

The human paradox by Gareth Kay | Planning | Scoop.it
I’ve spent the last couple of decades of my life (gulp) working in advertising. And from pretty much day one, you are taught a simple rule a…
Samuel Grinfeder's insight:
In order to be more valuable to humans, brands need to stop trying to be so human
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Minimum Viable Planning

Samuel Grinfeder's insight:

What is this?

It's about doing the minimum amount of work needed to get to, or inspire, an idea.  It's about cutting down the waste - things like deliberating adjective soup and brand vegetables for 3 months.

It's about generating hypotheses that can be tested, not sitting in an ivory tower with a damp towel on your head waiting for the answer to appear like divine inspiration.

It's about making stuff that can be tested in the real world, not running weeks of focus groups to hear people talk about how they think they think or might behave.

It's about making as few charts as possible to explain a strategy or idea - get to the work

It's about understanding that strategy has to evolve and morph over time (whilst being aware there's a danger that this could become an excuse for superficiality).

It's a bias to doing over thinking.  

It's about doing stuff to learn stuff.

It's more like experimentation than planning as we know it.

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