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APG 'Eat Your Greens' Book Review by Alison Hoad

APG Strategy Conference: On the Contrary
Summary of the day by Bridget Angear, Joint CSO AMV BBDO

Oct 10, 2018
3 min

APG Strategy Conference: On the Contrary Summary of the day by Bridget Angear, Joint CSO AMV BBDO

Bridget did the impossible and drew together her thoughts about a long and intense day, with some really useful things for us to think about each speech. What an amazing day with extraordinary thinkers. Hard to summarise in a few words and I think all of us will see the value over the next days, weeks and months when something we heard pops back into our head. But here is a quick reminder of each of the magnificent 7. Prof Nick Chater reminded us what shallow creatures we all

Three underused biases that affect creative messaging, channel sellection, media implementation

Mar 16, 2017
5 min

Three underused biases that affect creative messaging, channel sellection, media implementation

One of the appealing aspects of behavioural science is that rather than being a single, over-arching theory, it’s a broad collection of biases. That means it’s flexible enough to be applied to the variety of problems we’re trying to solve for brands. Despite this, the commentary in advertising has been about the same handful of biases: social proof, loss aversion, framing and the like. With that in mind I wanted to discuss briefly three underused biases. I’ve chosen a ran

Making plans for Julie

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

Breaking into Planning

Jul 11, 2016
5 min

Breaking into Planning

In 1982, Arnold Schwarzenegger starred in his first real box-office hit, Conan the Barbarian. Although the bizarre fight scenes and poor special effects make for hilarious viewing today, at the time this represented a cinematic achievement. His career change from world-champion powerlifter to movie star was one many had said wasn’t possible. In hindsight, his transition from Mr. Olympia to Conan the Barbarian (then Terminator, then Governor of California…) seems like a perfec

Meet 'Generation-Alt': where alternatives to authority rule, and it's a good thing

Mar 20, 2015
6 min

Meet 'Generation-Alt': where alternatives to authority rule, and it's a good thing

Edward Snowden speaks via video link at Nesta's Futurefest We are heading to a future where alternatives to our established norms will flourish, Marketing columnist Tracey Follows says, but we need to stop seeing it as a threat. Last weekend innovation charity Nesta put on a formidable Futurefest which, as the name suggests, curated and debated the hot topics obsessing anyone interested in the future. People of all disciplines and political persuasions met and discussed the f

Planning for the Future of Media

Feb 9, 2015
6 min

Planning for the Future of Media

A bit about the author ...Gerard Smith is a former Planning Director at major agencies in the UK and US and is now an associate at a strategy consulting firm that specializes in scenario planning. He says: 'This is a way of dealing with uncertainty by creating a few possible alternative versions of the world in the future (scenarios), drafting strategies in response and then stress testing these strategies in each scenario, to find those that are most robust. The real thing

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