APG Noisy Thinking 2015
Our flagship evening event held 6 times a year in association with Flamingo. Each event addresses a provocative question or current theme focused on Planning & Strategy. These events are supported by Google.
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?
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?
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.
This month Noisy Thinking asked about the future for our industry, and for a change, it was the under 30's who taking to the stage.
It made a refreshing change to hear from the strategy leaders of tomorrow. We gave them an open brief and this allowed them to put across some passionately held personal views, whilst effectively channeling the best of each agency's culture and beliefs.
It was a humbling evening: The range of opinions we heard was diverse, perceptive, passionate and clever. There were some interesting common themes and plenty of hearty disagreement.
Pippa Morris | Planner at AMV BBDO
Enni-Kukka Tuomala | Planner at Saatchi & Saatchi
Thomas Griffiths | Strategist at DigitasLbi
Hannah Mackenzie | Planner at Adam&EveDDB
Sam Reid | Account Director at Mindshare
Melanie Arrow | Partner at BBH