APG
- Sep 30, 2016
- 2 min
Planners Unmasked | Alexi Gunner
WHAT 3 SKILLS SHOULD EVERY GOOD PLANNER POSSESS? 1. Be agile. Before I became a strategist I had this perception of planning as a long, thoughtful journey, where weeks would be spent conducting focus groups, dissecting ethnographic research and writing up briefs. However, starting out in the fast-paced digital agency world, time is often a precious commodity, which means the ability to be agile in the ways you work has become increasingly important. 2. Be in a constant stat
APG
- Sep 23, 2016
- 1 min
Planners Unmasked | Stefan Schoombee
HOW WOULD YOU DESCRIBE YOUR JOB TO A 7-YEAR-OLD CHILD? My job is to make sure you see an advertisement you like! Whether when you're watching your favourite TV show, or before a movie, or even before a YouTube video. Whatever media channel you like to use, I'm keen to know. WHAT 3 SKILLS SHOULD EVERY GOOD PLANNER POSSESS? Be curious, be empathetic, be brief WHO OR WHAT IS THE GREATEST INFLUENCE ON YOUR CAREER AND WHY? Reading Jon Steel's Truth, Lies and Advertis
APG
- Sep 20, 2016
- 5 min
Why did we stop listening? Brand lessons from Brexit
For our first Noisy Thinking of the Autumn we stepped outside the immediate confines of our world for a theme and for our speakers. A little bit of me was concerned that we’d talked ourselves out on this one but we thought it was important to address the implications as a community and think about what part we might play in the post Brexit world – not least in shaping the strategy on our clients’ brands. So we invited speakers from politics and policy, cultural insight and p
APG
- Sep 16, 2016
- 2 min
Planners Unmasked | Rosanagh & Shaun
HOW WOULD YOU DESCRIBE YOUR JOB TO A 7-YEAR-OLD CHILD? (S) On planning? Yikes, still working on the exact definition for when speaking to adults on that one… If I were to describe working in advertising, I’d say: “Big adult playground, where you try and come up with a new and better game than the other guy, every day. Meaning no more early bedtimes…” (R) A privilege. WHAT IS THE SKILL PEOPLE COMING INTO THE INDUSTRY MOST NEED (AND OFTEN DON’T HAVE)? (S) There’s
APG
- Sep 9, 2016
- 2 min
Planners Unmasked | Chris Regan
WHAT ARE THE CHARACTERISTICS OF THE PERFECT AGENCY (IF YOU COULD CREATE IT FROM SCRATCH)? A place that brings out the best in you. A place that gives you the confidence to fail. WHAT DO YOU THINK ARE THE MOST IMPORTANT CHANGES THAT PLANNERS AND STRATEGISTS SHOULD BE GRAPPLING WITH? The age of personalisation of goods and services is just beginning, which is going to present significant challenges, as well as opportunities. At the moment it seems as though brands are engaging
APG
- Sep 6, 2016
- 3 min
Making plans for Julie
Earlier this week, I saw a Power Point chart that seemed to encapsulate my entire career in one sentence and a picture. I’ve changed the lady’s name to preserve confidentiality, although nothing else about the chart betrays the client, brand or project so I can share this text with you in full. The title of the chart, which may be a Marketing Haiku of sorts, was this: “Julie briefly considered purchasing a different variety but ended up buying her usual product” It was accom
APG
- Sep 2, 2016
- 2 min
Planners Unmasked | Stephanie Simon
WHAT 3 SKILLS SHOULD EVERY GOOD PLANNER POSSESS? - Simplicity of thought: Sometimes people get caught in the trap of over-complicating things from the off - simple ideas are much more likely to become big ideas. - Tenacity: Being instinctive when you think something is interesting and running with it. It also helps to be tenacious when you're trying to get your foot in the door, no is never a resounding no, it's often just a not right now. - A thirst for knowledge: Constant
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