Russell Davies

As disappointed as you are
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when insights go bad

Roland

This is an ad based on an insight; that mid-life crisis blokes reach out for totems of their youth - drums, motorbikes, fast cars. Not that startling but, nevertheless a legitimate marketing 'insight'. I'm sure everyone at Roland is very pleased with it, and I'll admit it's a step-up from the stuff they normally do.

But they undermine everything by not following through on their own thought processes. Our midlife crisis guy is reaching for symbols of his lost youth with his new-found disposable income - he doesn't want you reminding him of that. These drums, that bike, are a fantasy and you're puncturing the fantasy with your clever-arse ad.

(Made even more cynical by shooting the drums like they're a lifestyle accessory. If you really wanted to touch the crisis you should have shot them in a shoddy rehearsal room.)

I speak from personal experience. I'm 39. I bought some Roland e-drums so I could practise in the flat. I love them. I can pretend I'm in a band again. I'm the perfect target audience for this ad and it just made me feel silly. It made me feel like a shallow fool. I'd say that's a tactical mistake. I'd say that's where a thin insight and a too-clever writer have undermined their own intent.

Anyway. That's just what I think.

November 22, 2005 in the job | Permalink | Comments (5) | TrackBack (0)

travelling man

I've been doing a lot of traveling the last few years. Lots of quick one or two night trips. And I'm starting to get slightly obsessive about doing it in the most effective way possible; meaning - as light as possible, as quick as possible, as stress-free as possible. Hopefully, this'll get me on LifeHacker.

Assumption: Hand-baggage only. You only need to check baggage if you're going for a month or more. In my humble opinion.

These are in no particular order.

1. Wear old pants and socks. Leave them behind.

Everyone has an old pair of pants in the drawer that really they should be throwing out. (Meaning underwear for our American friends.) And a few pairs of socks that have seen better days. Take them / wear them on your trip. Then just throw them away. Don't bother bringing them back. That way you'll save a bit of weight/bulk on the return leg. (Or if you're going to the States buy some new stuff there - it's the home of good, cheap underwear. Especially Ross.)

2. Decant stuff. Go to Muji. Liberate business class toothpaste.

Don't take big bottles of shampoo and stuff. Decant what you need into those marvelous little bottles you can get at Muji. When you land you can wander into business class and nick one of those excellent little toothbrush/toothpaste sets from the business class comfort pack. Someone always leaves one behind. Or go to Minimus which specialises in travel size stuff.

3. Don't unpack too much. Nets and eggs.

Traveling light and quick means not losing stuff and not having to double check you've got everything. So I never unpack too much - certainly don't put stuff in various drawers and the bathrooms and stuff. That way you'll tend to forget things. I put all the loose stuff - change, tickets, keys, cameras, phone on the same table - so I know I'll only have to check one place before I leave and I use small mosquito head nets as stuff sacks for, well, stuff. I put t-shirts in one and pants and socks in another. Then I just hang them up in the room somewhere and you don't have to check for them. Since you might well be using just one bag having stuff in stuff sacks helps you keep things organised. It means you don't have to hunt through your underwear when looking for something in your bag or removing your laptop at security.

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And, you know those little plastic capsules you get toys in out of vending machines? Egg-shaped things? They are the perfect things to organise your little electronics bits - earphones, memory sticks. That kind of stuff. Perfect for stopping your earphones getting tangled.

(See, I told you I was getting obsessive.)

4. Reading matters.

I have a terrific far of being stuck on a plane with nothing to read. And when you can easily be stuck on the tarmac for hours on end this is a real risk. So I always have about 5 novels on my LifeDrive as back-up. And another spare on the Memory Stick in my phone. You never know.

And I only take books I'm prepared to leave on the plane when I've finished them. Leaving books behind is a nice feeling.

5. Good use of time.

Getting from check-in to plane can b a miserable and wasteful experience. All the shuttling around and
keeping your eye on the displays and your ear on the announcements means it's hard to focus on doing any productive work. I like to use the time to call friends and people I've not spoken to for a while - not about work stuff. It's something you can do in a departure lounge, you can keep doing it while walking from gate to gate and you don't have to concentrate too much or write stuff down. And it often turns a grim bit of time into a good one.

6. Phone chargers.

If you're going for less than a week, don't take a phone charger, take a spare battery. (Charged up.) Obviously. They're not too expensive and they're much much lighter than those horrible big chargers. If you have to take a charger consider taking a car/cigarette lighter type. They're much smaller and you don't need an adaptor. This is obviously a good idea if you're renting a car but taxi drivers'll often let you plug in too.

7. Laptop - yes or no?

Yes - you can use it to watch movies and you don't need to take speakers for your ipod etc.

No - It slows you down at security. It's big and heavy. And you can replace it with web-based mail, Backpack for your files or a flash drive or ipod or something. Assuming you can get your hands on a computer wherever you're going. Otherwise I often just take the LifeDrive and a little folding keyboard. It's smaller than a laptop and secuirty don't want you to remove it from your bag.

8. Being quick through security.

Don't have big metal watch, big metal belt buckle, big shoes. Put everything in your bag before you get to the security check. If you're going through Schiphol much get a Privium card.

9. Passport, pocket.

Always keep your pasport and boarding pass in the same pocket so you can keep checking them easily. (You are obsessively checking for your passport all the time aren't you? It's not just me is it?) I tend to travel with a shirt with a decent sized breast pocket. That's where I keep passport and boarding pass so they're always in peripheral vision.

10. Being early is like being lucky

This is the most important thing. Being early is like being lucky. You get a better seat. You might even get an earlier flight. You get shorter queues. And you get to relax. Stress and frustration cause mistakes like leaving your bag at security or your passport at the check-in. And stress comes because air travel makes you feel out of control and short of options - you're basically cattle. And that makes us nervous in case things go wrong. But if you're early then you know that things can go wrong and you've got time to fix them. You still have options. So leave at least 30 minutes before you would have done. What are you going to do with that 30 minutes anyway? You're much better of people-watching at the airport.

October 15, 2005 in the job | Permalink | Comments (13) | TrackBack (0)

ego moment

I wrote this essay for Campaign (which is to advertising what The Grocer is to grocery). It was intended to publicise the APG awards tonight but they neglected to mention them. Oh well.

They didn't tweak it much before they put it in - but I prefer my subheads, so here's the original. Warning - only likely to be of interest to planners, and frankly, not many of them.

(It's a word document.)

Click here to download.

account planning brands advertising

September 15, 2005 in the job | Permalink | Comments (5) | TrackBack (6)

a good job

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I've had a slightly uninspired morning so I thought I'd pop to the newsagents and find me some inspiration, some sources of divergent thinking. Then as I was sitting in the cafe leafing through these two mags I realised how lucky I was to have a job where looking at these two things can genuinely be considered productive work. (Just about).

Which made me think that everyone should go and sign up for Steve's proposal at Change This.

August 09, 2005 in the job | Permalink | Comments (1) | TrackBack (0)

moleskine, powerpoint and pen

Moleskine_powerpoint_1

Like these people. Seems like you can only buy it in the US at the moment.

July 04, 2005 in the job | Permalink | Comments (4) | TrackBack (0)

AAAA account planning conference

So, I think I'm going to be a speaker at the AAAA Account Planning conference in Chicago at the beginning of August.

And I was wondering if anyone who might be going had any requests about what I should talk about.

The possibilities that I've already got something on are:

How We Got To All That Fab Honda Work. (inc. the power of multidimensional brands and the value of doing creative and strategy in the same place, at the same time.)

Planning 3.1 - The Demise of Account Planning In Large Advertising Agencies and the Growth Of Creative Strategy Everywhere Else.

Strategy Beyond Words - (inc. How messages don't really matter, how post-literate cultures build good ads and how integration really happens)

Plus, some jokes, and I have a cunning plan for a game we can all play. And I guess if an interesting conversation ensues on here I can talk about that. That'd be the modern way, after all.

Or does anyone have any other requests?

June 29, 2005 in the job | Permalink | Comments (8) | TrackBack (0)

so you're a trainee planner...

This is a response to Lisa's comment below. She's got a trainee place as a planner and she's looking for advice. I've been a bit slow about this. Sorry.

Here are some random thoughts from me, hopefully other people will add theirs. I'm hoping so because I'm not sure I'll be able to come up with anything non-obvious.

Firstly, be pleased and proud. There aren't a lot of trainee planners around and you're right I don't think people will know what to do with you. But you've done dead well to get hired, so you must have something special about you.

1. Generate enthusiasm

Planner's are mostly aspiring academics and/or intellectuals. So they're often tempted to do the cool brainy thing; all knowing cynicism and ironic detatchment. Don't be drawn in. Not many can get away with it, and it annoys the hell out of your colleagues, who'll be tempted to hate you anyway because you don't appear to have a real job.

Be enthusiastic, positive and optimistic. Do a lot of offfering to help, you won't get taken up on it a lot because it's often too much trouble to brief someone than to do it yourself. But you should offer.

2. Make friends

The obvious thing to do is suck up to all sorts of senior people and if you can make friends with impressive senior people then great, but you probably won't see enough of them to do that. So make friends with everyone you can.

Hang out with that junior creative team who no-one seems to have any time for, or that regional account person who everyone ignores. a) they've got stuff to teach you and they'll probably take the time to do it (senior people won't take time to train you and they can't remember how they did all the basic stuff anyway) b) they won't be junior forever.

It's especially important to make friends with all the people who actually get stuff done; admins, production, traffic, travel, TV, IT. A lot of your first year will be about getting documents made, or videos or stuff, you probably won't be making lots of ads or meeting lots of clients. So you need to get the agency machine working on your behalf. You need to know how to get things photocopied when the photocopiers are all broken. Or how to make that presentation you've got to do to your planning director look really cool. Don't dismiss these things as trivial or beneath you. Most of agency life is execution not strategy, you need to know how to get things done.

3. Collect ideas

You should be trying to build a personal portfolio - not just the things you've worked on, but the things you've thought of, the things you've noticed. Make sure you notice and collect everything that happens. And, make sure you collect your own opinions. Look at all the ads your agency makes, work out what you think of them, have an opinion on them. Be ready to talk about that. You should probably get yourself ready to have opinions on everything. Whether you stay where you are, or whether you move, you're going to have to get used to talking about communications and offering an opinion - so start practicing.

4. Read And Watch

You should be devouring all kinds of books and thinking about brands right now. All the usual suspects. Adam Morgan. Malcolm Gladwell. All the APG books. Mark Earls. Jon Steel. All them.

But the more interesting and useful stuff will be the documents and presentations that the people in the agency generate.

Because they'll be generating stuff about subjects that are too small for anyone to write books about. Fishfingers and Buses and Yellow Fats and Consumer Perceptions Of Interest-Rate Led Advertising.

This stuff is going be your trade so you need to start finding out what it looks and smells like. And you need to work out what's good and what's bad. Read every document you can get hold of, go to every presentation they'll let you attend. Steal from the good stuff, work out why the bad stuff's bad. Start to develop a personal presentational style before you get infected too much with plannerly-ness.

5. I've run out of steam.

Anyone got anything else?

June 09, 2005 in the job | Permalink | Comments (6) | TrackBack (0)

Be The Planner

Most of the emails I get about this site are people asking how to get into planning. Which just goes to show how fascinating all my pictures of Arthur are. So in a bid to offer a little bit of public service, I'm going to share some thoughts about that. And then hopefully other planners will add their thoughts too and the world of the would-be planner will be immeasurably improved.

I'm going to start with what kind of person you need to be, to be a good planner. This is about temperament, rather than skills. And, NB, its based on my own peculiar view of the world.

1. You Need To Be Interesting

Which means someone who's Interested in stuff. Planners tend not to have much power. They have influence. They're often competing for attention - of their clients or of the creative people - the best way to win that attention is to be interesting. So you need to be good at presenting, talking, listening, writing and you need to be interested in what you're doing.

2. You Need To Be Broad

See Creative Generalist. Planning is, for the most part, not about originality or startling creative breakthroughs. It's about making connections between seemingly un-connected stuff. Or taking lessons from one category to another. You need to be able to get interested in, and up-to-speed with all sorts of odd things, pretty quickly. Yellow fats one day, mobile telephony the next. All the time being able to talk about top directors and photographers. And exciting new regression analysis tools. And you should want to read the HBR, Blueprint, Heat and The Beano. You need to be numerate, literate and visually competent. You need to be happy to talk to all kinds of people about all kinds of things. (This is where I fall down. I'm too shy to be a good researcher.)

3. You Need An Enthusiasm For Brands And Communications And Advertising And That.

Yes, lots of your friends think brands suck and are manipulative and are ruining the world. If you think that, then a) you're mostly wrong and b) you probably shouldn't be a planner. If you think they're just trivial in the larger scheme of things, then a) you're mostly right and b) you probably shouldn't be a planner.

4. You Need To Be Happy Not To Be The Hero

Planners don't do much on their own. They're always part of a team. The clients build the brand. The creatives make the ads (or whatever). Account management have the power. You're always part of a process - never at the end of it. So you have to be comfortable with never being the hero; never being the striker. The best you can hope for is mid-field general. If you want to be a hero you have to sublimate it into something else, like starting your own blog.

Anyone got anything else to add?

Next time I'll get to skills. And then talk about the good and bad bits about the job.

account planning
brands
advertising

May 24, 2005 in the job | Permalink | Comments (17) | TrackBack (1)

10 things I hate about planning

Since various people have described this as a blog about planning I thought I'd better mention some planning stuff occasionally.

And I've got a presentation in my head called 'Ten Things I Hate About Planning' so I thought I'd try some of them out here.

THING ONE - THE WAY WE ALWAYS TALK ABOUT HOW BRANDS ARE LIKE PEOPLE AND THEN TRY AND SUM THEM UP IN THREE WORDS

This one of those have-your-cake-and-eat-it planning habits. We're using conflicting models to talk about brands and they don't add up.

So, on the one hand, we say brands are like people. We say they have personalities. (And we do research where we get people to personify the brand.) We present them as complex and multidimensional entities.

And then, often within the same presentation, we talk about how the brand can be summed up in one word, or three words, or with a really simplistic diagram.

These two ways of thinking are clearly opposed. You can't sum people up in just a few words. Or you can't without losing some of what's essential or useful about the person metaphor.

And I tend to think both of them are too extreme anyway. Brands aren't as complex as real people (and their 'personalities' aren't that stable) but they're also way more complex than most brand diagrams pretend.

A better metaphor is that of a succesful fictional character. Someone like Harry Potter or James Bond or Bridget Jones. There's some complexity and nuance there, there's a backstory and there's a sense of coherent personality. We can imagine what Bridget or James would do in a given scenario. But, at the same time, these characters can be painted with fairly broad strokes, they're a bit cartoony. You can use shorthand. (And in the case of JB it's done very well with other brands.)

Does that make sense? That's about where I run out for THING ONE.

account planning
brands
advertising

April 27, 2005 in the job | Permalink | Comments (29) | TrackBack (0)

smelly briefs

This is a great example of a bad brief.

It comes from a fascinating article in the New Yorker, by Chandler Burr; about the creation of a new scent for Hermes.

This a French perfume executive describing the typical brief that marketing give to the perfumiers:

"Basically, it's 'We want something for women.' OK, which women? 'Women! All women! It should make the feel more feminine, but strong, and competent, but not too much, and should work well in Europe and the US and especially in the Asian market, and it should be new but it should be classic, and young women should love it, but older women should love it, too.' If it's a French house, the brief will also say, 'And it should be a great and uncompromised work of art,' and if it's an American brief it will say, 'And it should smell like that Armani thing two years ago that did four million dollars in the first two months in Europe but also like the Givenchy that sold so well in China.'"

March 21, 2005 in the job | Permalink | Comments (1) | TrackBack (1)

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