APG Noisy Thinking 2015

Our first Noisy Thinking event for 2015 set the agenda for the year with the theme: 21st Century Strategy. To help us explore this theme in action we invited three top thinkers and do'ers to give us their diverse perspectives on what 21st Century Strategy means to them and how it plays out in their approach to brands and business.

Agathe Guerrier | Head of Planning at BBH asked whether 21st Century strategy is actually about planning any more? When the world demands tactical, reactive, consumer focus what is the role for planned out brand centric thinking? Is it in fact all about vision and a more open-ended sense of why we do what we do? And what kind of framework could give us guidance?

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Neil Perkin | Founder of Only Dead Fish went trichological with 'Mullet Strategy'. What he's getting at is a strategy that looks respectable at the front but is actually 'wild and hairy' at the back. If our environment is becoming increasingly uncertain and messy, is it all about joining stuff up so that it looks seamless to end users but allows us to be experimental and iterative from behind?

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Giles Rhys Jones |Marketing Director of new start-up what3words talked from the head and the heart about what 21st Century Strategy has meant for him in action: What challenges they faced bringing the idea to market and how very different strategy looks when you move from a global agency to a start-up, investing your own money.