|
|
Notes from previous evening meetins Jon Steel - The Perfect Pitch. 17th January 2007, the biggest-ever APG meeting ! Over 300 bookings meant a last-minute relocation to a bigger venue for Jon Steel's talk about some of the key themes from his book 'Perfect Pitch'.
Jon's amusing and challenging talk delighted his audience. He elaborated on two areas that he believes inhibit our ability to think creatively (and therefore win pitches).
First - too much focus on 'professional' analysis and logic, overpowering the importance of 'experience' and intuition in the development of creative ideas.
Second - the way in which so-called professionalism and use of technology has eroded the art of great presentations.
Through a hilarious powerpoint re-creation of Churchill's 1940 'fight them on the beaches' speech, Jon highlighted the absurdity of business's predilection for use of powerpoint to tell the story. He touched on other thoughts he has about new business success (such as getting rid of new business directors!) before taking a range of questions from the floor.
Thanks to all those who joined us at the Holiday Inn, Bloomsbury, and of course special thanks to Jon.
Watch this space to download Jon's talk.
The APG events team
Previous meetings: There were just two meetings in 2006. On 12th July 2006 a well-attended meeting heard controversial views from Robert Heath on EMOTIONAL PERSUASION vs ENGAGEMENT
* What is the link between Emotional Persuasion and brand relationships ? There's more on this topic at Robert's website http://www.lowattentionprocessing.com He has published many articles, see WARC (World Advertising Research Centre). The first of these meetings is "Searching for success" with Martin McElroy. Martin coached Great Britain's Olympic gold medal winning rowing eight to victory in the 2000 Sydney Olympic Games. He also founded and developed a high performance training centre for athletes that in just three years produced four world championship medals and an Olympic gold. >> The importance of defining a goal Planning in digital We held a "digital" meeting at an internet cafe. About 40 were there. Thanks to Glue for putting together a fascinating evening. Their view is that "planning in digital is a bit like jumping off a cliff and building your wings on the way down". If you want to read their presentation go here. If you want to see the links we looked at then go to http://www.glueserv.com/ant.htm "Working class kids are a complex and challenging audience." 6.30 for 7pm Thursday 28th April 2005 Venue: the Savoy Tup, 2 Savoy Street, London WC2 -- in the upstairs function room Jon Cohen and Steven Lacey of researchers Rosenblatt will explain the importance of a dedicated approach to research and communication for working class kids; and they'll provide an insight into the lives of these youngsters, what is important to them and how they feel about the future. It's based on research conducted by Rosenblatt for the COI, Ch4, BBC and a range of government departments on subjects ranging from teenage pregnancy, smoking cessation, literacy, five a day, digital divide, giving blood and many more. Overall, it's a thought-provoking presentation that should generate plenty of debate on just how challenging it is to plan communication strategies on important social issues for working class kids. Some notes on the speakers -- Jon Cohen is Managing Director of Rosenblatt, and before forming his own company he was a planner at HHCL and Leo Burnett. Steven Lacey is a Senior researcher at Rosenblatt and has worked as a researcher at HPI. In a previous life he was a media planner at Carat. Notes from Previous events 24th February 2005 'Permission is the new interruption' - a guide to interactive television advertising and the opportunity it presents for brands At the Savoy Tup, 2 Savoy Street, London WC2 Does the red button on a digital TV remote represent the dawn of a new type of participatory brand marketing?Or is it just a slow and clunky portal to a world of crap interaction and moving brochures? Mark Brown, ex-planning director of Leo Burnetts and latterly Strategy Partner of Weapon 7, one of Britain's leading creative interactive agencies, will give an overview of this emergent medium. Weapon7 have worked on campaigns for, amongst others, adidas, HSBC, Robbie Williams, Honda, Kylie Minogue, Nissan, UIP and The Chemical Brothers. Mark will definitely not be numbing us with numbers! David Bain will chair, goad and provoke. The interactive bar will be open. We're aiming to start promptly in order to finish by 8 o'clock because the pub needs the room for the football* on TV. You can stay on if you wish. *Newcastle Utd v Heerenveen, UEFA Cup The Shocking History of Advertising, on Thursday 28th October - 6.45 for 7pm by Malcolm White of Euro RSCG London. What can the themes, content and preoccupations of advertising throughout the decades tell us about the cultural and social history of Britain? It's customary to talk about advertising holding up a mirror to the times it is created in. But Malcolm will suggest looking out at society from behind the mirror. In fact turn the mirror into a window. A window that allows us to rubberneck on anxieties, ambitions, aspirations, fears, prejudices and neuroses. To make it fresh and interesting - and maybe even suprising - he's aiming to travel way back, perhaps to the late nineteenth-century. To reassure anyone who is reading this that going so far back could have any possible relevance to what we do now, consider the following: when Wilkie Collins' famous 'Woman in White' was first serialised (in 1857?) it was promoted with 'Woman in White' waltz records, a 'Woman in White' fan and a 'Woman in White' perfume. Of course, there will be more evidence and examples from the 1940's onwards so there'll be sections to cover the 1940s, 50s, 60s, 70s, 80s and 90s. There'll be lots of pictures and examples and erudition and probably some jokes. And here's a ppt copy of Malcolm's presentation.
What is all the fuss about neuroscience - 28th September
Here are the presentations from Tim and Joanna. Click here to download Joanna's powerpoint. And here for Tim's. Bluff Your Way In Digital - 26th August Thanks to our speakers - Andrew Gerrard from the IAB, Tom Johnson from Outrider, Marc Giusti from Wheel and John Griffiths from Planningaboveand beyond. Due to a little straying from briefs here and there we experienced a bit overlap in the talks - apologies for this. However I hope we made up for it in drinks - thanks to John Griffiths for putting his book fund behind the bar. I found John Griffiths lessons of particular interest, and as soon as he has written up something will post some of lessons. I am going to attempt to link to Tom's outrider presentation (I'll get the hang of this interweb thing eventually). In the meantime here are some links to some of the ideas we looked at - Nike; Gap; Sony Ericsson; Red Dragon.
They tend to be in a room above a pub. At the moment it's the King And Queen on the corner of Cleveland Street and Foley Street. Click here for map.
|
 |