Posts tagged planning
As the battle heats up in the advertising business and the friction between agencies, even those who are meant to be sister companies, grows even more severe the challenge laid out by Govindarajan and Trimble in their book The Other Side of Innovation: Solving the Execution Challenge becomes ever more obvious for our industry.
It’s not that ideas are easy to come by, of course many hours of good research, strategic analysis and creative ideation must go into the work to come up with the seed that will give a mobile app, a website or even a TV spot it’s super twist – but more often than not, More >
Today I participated in a Mirren Business Development session run by Brent Hodgins and one of the most interesting things he mentioned reminded me of the keynote from the BDW workshop I attended last week in New York – he said that in an increasingly competitive and changing market, the future for agencies was in the strategic planning role.
The keynote at Making Digital Work in New York, was delivered by Faris Yakob (@Faris). Faris is not know for going with the grain but when he talked about post digital strategy he raised a very important point for strategists and planners the world More >
The afternoon session kicked off with Scott Prindle (@prindlescott) VP Creative technology at CP&B giving us real insight into the development of technology within the agency and the appearance (and importance) of the creative technologist.
He told us that now at CP&B, 1/3 of their digital work is on mobile and them proportion is growing; alongside this they have an expanding html 5 practice to compensate for the no flash on Apple situation.
He talked about the role of the creative technologist and his position in the new team which is made up of:
- Interactive Creative
- Creative More >
As I read the pipeline article on ‘learning to unlearn‘ it occurred to me how key this idea is when applied directly to the way we plan marketing and communications campaigns today. The last few years have seen the arrival of new channels, the prevalence of content as key to engagement and have put the consumer in charge of the way that businesses and brands communicate, but even with these dramatic changes in the marcomms landscape we have not seen an equal change in the way that marketers and brands approach their own strategy and planning. Rather than a reinvention of the way we approach More >