get the right people in the same room and sweat the ... · pdf fileinacon may reside its...
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![Page 1: Get the right people in the same room and sweat the ... · PDF fileinacon may reside its strength and identy. Jim Carroll Chairman Bartle Bogle Hegarty. Get a few brains together for](https://reader035.vdocuments.mx/reader035/viewer/2022062907/5ab7c97e7f8b9ac10d8c297d/html5/thumbnails/1.jpg)
Gettherightpeoplein
thesameroomandsweat
theproblem.Develop
hypothesesitera,vely,shareandimprove.
RobAlexanderGlobalPlanningDirectorJWT
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Writedowneverything
youknowonpost‐itnotes
ands,ckthemuponawall…thentry
andmakeconnec,onsbetweenthem.
BridgetAngearHeadofPlanningAbbo$MeadVickers.BBDO
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Themostimportant
behaviourstendtobe
ritualised.Findtheritual
andyou’vefoundthekey
toabe9eridea.
KevinAllenWorldwidePlanningDirectorProximityLondon
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Don’tbescared.Beliberated.
Toomuch,megetsthelifepummelledoutofastrategy.So…workoutwhatthereal
problem(orinupbeat‐speak,
opportunity)is.Onceyou'vedonethat,you'reoff.Butonlyiftheteam'ssmallandtheytrusteachother.
JoannaBamfordIndependentConsultant
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Lookcarefullyatwhat
compe,torbrandsaredoing.Whataretheysaying?Howaretheysayingit?Whenaretheysayingit?Then,takeagooddeepbreath,anddosomethingcompletelydifferent.
TomBazeleyPartnerLeanMeanFigh9ngMachine
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AskyourMum.
AlistairBea<eHeadofDigitalStrategyAbbo$MeadVickers.BBDO
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Exerciseruthlesssacrificeintheestablishmentof
asingularobjec,ve,acleardes,na,onmakesthejourneyquicker.
MikeBentleyGlobalPlanningDirectorofFordTeamDetroit
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Forgettryingtochange
loyaltyorproductusage–
you’llprobablyfail.Justaim
tomakeeveryoneinthe
marketslightlymorelikely
tochooseyourbrandeach
,metheymakeapurchase.Andthemainwaytodo
thatistomakethemfeel
something,nottotell
themsomething.
LesBinetEuropeonDirectorDDBMatrix
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Askhowwouldyoutry
tostoppeoplefrom
doingwhatyouwant
themtodo?
LukeBozeatStrategyManagerMediaCom
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Whateveryoudo,thinkofit
asyourbusiness,whatwould
youdoifitwasyourmoney.
Thinkthroughtheline,
encouragenewconsumers
andbuildvaluefromthe
exis,ngcustomers,astheseareoJentheeasiesttoconvert.Alwaysremember
adver,singneedstosell,sostartwiththeac,vitythat'sgoingtodeliverthebestROI.
LucasBrownManagingDirectorTotalMediaDirect
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Workouthowyour
communica,onswillworkandinhowmany
differentways.
JaneyBullivantBoardPlanningDirectorLeoBurne$London
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Knowthedifferencebetween‘Doh’and‘Oh’;aninsight
isnotanobserva,on.Alwaysinterpretresearchinrealis,ctermsandkeepasking‘why’un,lyouhaveacoreinsightthatfeelsright.It’squickerandeasierwhenyouhaveagoodone.
StuartButlerStrategicPlanningDirectorMediaedge:cia
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Rememberthatourown
livescanoJenbebestunderstoodbymappingthe
thingswedidn'tdo,the
wordswedidn'tsay.
Alwaysconsiderabrand's
unspokentruth,quietregret,
pathnottaken.Becausein
itssilenceandinac,onmayresideitsstrength
andiden,ty.
JimCarrollChairmanBartleBogleHegarty
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Getafewbrainstogether
fortenminutes–thegenius
oftheunpressured,
uninterestedpartycan
onmanyoccasionsgiveyou
theinspira,onorplaPormforgeQngtoagreatanswerinashort,me.
SarahClarkPlanningPartnerCHI&Partners
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Apreciselydefinedgoalleadstomorecompellingstrategy.Keepques,oningun,lyouhavesomethingreallyspecific,like‘getpeopletoputHellmann’sonchipsaswellasonsandwiches’ratherthan‘increaseHellmann’svolumesales’.
WillCollinFoundingPartnerNakedCommunica9ons
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Generatesolu,onsbysurroundingyourselfwithpassionatepeople.Include
ayouthelementthatisbrutallyhonestandwhosethinkingisyettobeprejudiced...experienceis
whatyougetwhenyoudon'tgetwhatyouwant!Alwayscomeawaywithaclearac,onplanandassignedresponsibili,es...theexperiencedpeopledothis!
StuartCorkeDirectorofCustomerInsightTimesMedia
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Youcan’ttakeshortcuts.
Stopthinkingaboutstrategy
asabrand‐by‐brandjobbutas
alife’swork.Itisaboutbeing
open,culturallyconnected
andaware.Eachpieceof
informa,onyoucollecthasthepoten,altosparkamilliondifferentstrategicideas.Remember,cherishandsave
them,itmightbetherocket
fuelyouneedtogetyou
somewherefast.
NikkiCromptonExecu9vePlanningDirectorEuropeMcCann
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Startwiththeac,on.Focusonthebigchangethatneedstohappeninthemarketplaceasaresultofpeople’sbehaviourinordertosolvethebusinessproblem.
Ma$DykeFoundingPartnerAnalogFolk
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Formulateachallenging
hypothesisaboutthebrand
andwhereitneedstobe.
Getveryexcitedaboutit.
Calmdown.Pullitapart.Ifit
survivesthenyoumayhavea
halfdecentidea.Proveit.
S,cktoit.Aligneveryoneinthatdirec,onandtrytogetthereasquicklyaspossibleoritmaybetoolate.
RobForshawFoundingPartnerGrandUnion
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Dothe‘extremescenario’test.
Choosesomethingquite,but
notcompletelyimprobable,
andcomeupwithideasforthat
situa,on.E.g.Whatifcreditcardswerebanned…Whatifpeoplehadtokeeptheircars
forfiveyearsminimum…Whatifbroadcastadver,singwasnotallowed…Whatifone‐to‐onecommunica,onswasnotallowed…etc.
PaulGagePlanningDirectorProximityLondon
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Don'ttrytodoitonyour
own.Gettogetherwith
severalpeoplewhose
opinionsyourespectand
haveaproperdebate,
phonesoff.Startwithapointofviewandthenhope
itgetstorntoshredsand
rebuiltasabigger,be9er,brilliantone.
DavidGoldingFoundingPartnerAdam&Eve
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Keepabreastofthelatest
brandthinkingfromthe
industry'sleading
prac,oners–justthebasictenetswilldo.Aquickflickthroughthismental
rolodexwon'ttellyouthe
answer,butit'ssurprising
howoJentherudimentsofyourstrategyare
lurkingthere.
NeilGoodladManagingPartnerCHI&Partners
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Learntotrustyourins,ncts.TheideaorplaPormyoucameupwithonthetraintothebriefingmee,ngisrightnine,mesoutoften.Spendyour,meworkingoutwhyratherthanfindingtennewplaPorms.Thenbringittolifeininteres,ngways.
JamesGordon‐MacIntoshDirectorSeventySevenPR
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WhatdoesFASTstandfor?
FlexibilityAssures
StrategicTriumphs.
TimHamesAssistantEditor&ChiefLeaderWriterTheTimes
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Ifthereareonlysevenplots
inliterature,theremust
beafinitenumberofstrategies.Con,nuouslythinkofinteres,ngstrategiessowhenabrief
comesyou'vegotabeauty
that'sreadyandwai,ng.
TrevorHardyStrategyDirectorLunar.BBDO
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Sizeisn'teverything,
speedis.
PaulHayesManagingDirectorTimesMedia
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Projectyourselfintoan
endpointinthefuture
andworkbackwards.
AdrianHoolePlanningPartnerProximity
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Intoday’scommunica,onsenvironmentitisfarmore
importanttobeinteres,ngthantoberight.Andthefastestwaytopotentcrea,vestrategiesissimplytothinkaboutthesinglemostinteres,ngthingyoucouldsayaboutyourbrand,
itssectororthewidermarketandbackthatins,nct.
RichardHun9ngtonDirectorofStrategySaatchi&Saatchi
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Giveyourproblemtoa
celebritysuperstar.Imagine
Madonnahadthebudget–
whatwouldshedo?What
aboutHitler?Some,mesameglomaniaccanbeyour
bestfriendwhentryingto
thinkdifferently.WhataboutJordan,Beckham,
Gates(BillnotGareth)?
Goextreme:thenbringit
backtoasensibleidea.
ClareHutchinsonHeadofPlanningWCRS
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Extractasmuchoutofthe
exis,ngdataasyoupossiblycan.ThisiseasierifyourememberthatdataislikeaVictorianchild–itwon’tspeakunlessspokento.Ifyougeneratelotsofhypothesesbeforelookingatthedataitquicklyyieldslotsofinteres,ngstuff.
OliviaJohnsonPlanningPartnerHooperGalton
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Swipesomething
that'sbeenusedin
anothercategory
butnotyourown.
AlexLewisPlannerAbbo$MeadVickers.BBDO
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Keepitsimple.Abrilliant
strategythatcannotbe
easilyacteduponby
everyoneinyourclient's
organisa,onwillsitinacornergatheringdust.
EdLingFoundingPartnerAnalogFolk
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Spendthe,metofindonebook/paper/commentator/expertthatwillprovidethebestandfastestshortcuttothe‘fountainofknowledge’.
DamianMcKeownHeadofPlanningDDBLondon
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Thekeytofindinggreatstrategicanswersquicklyistofindyourselfa'fixedpoint'inthestrategy.Afixedpointisanunchanging,fundamentalforabrande.g.increasefrequencyofconsump,on,a9ractanewgenera,onofusers,orjus,fyapricepremium.AJerthatitisalldownhill!
GuyMurphyWorldwidePlanningDirectorJWT
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Thebeststrategiesaresimple;
somakesureyouspendyour
,mestrippingawaycomplexityratherthanaddingtoit.
Thebeststrategiesarealso
'safedangerous':somakesure
thatyourthinkingmarries
rigourwithrisk.Finally,thebeststrategiesaregenerous:
somakesuretoleavegaps
forconsumersandotherdisciplinestoshapethem.
AndyNairnPlanningDirectorMCBD
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Comeupwithamore
ambi,ousdefini,onofthemarketthe
brandoperatesin.
AndrewPhillipsPlannerAbbo$MeadVickers.BBDO
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Yourbraingetsintheway
offaststrategy.Don’tthink
thingsthrough,justask
yourself…WhatdoIfeelis
therightthingtodo?
Thenpickit,plumpitup,
playitoutandtrustyourgut.
EngageyourbrainaJerwardstopost‐ra,onalisethebrilliantsuccess...orthemessyou
andyourgutsmade.
IvanPollardPartnerNakedCommunica9ons
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Pointthegunintheright
direc,on,beforefiringthebullet!Baseyourstrategyaroundtherightbusinessobjec,ves.
GurdeepPuriHeadofEffec9venessLeoBurne$London
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Take,metotalk–lookingatthechallengefromsomeoneelse'sperspec,vealwaysbringsnewclaritytooldproblems.Ialwaysmake,metospeaktonewpeoplewhethertheyareintegralorperipheraltotheproblemasthereisnothinglikeahumanvoicetobringyourthinkingintofocus.
Sa9nReidHeadofStrategyCarat
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Findoutwhatthe
brandfana,csthink.
MirandaRossPlannerAbbo$MeadVickers.BBDO
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Dovetailyourstrategyand
crea,ve.Developcrea,veideasfromdayone,whilst
developingthestrategicbrief.Don’tbeproud,turfistorold‐schoollinear.Allowearlycrea,veideastoinspirestrategy,whichinturninspirebe9ercrea,vity,whichinturnrefinesanddevelopsbe9erstrategy.Inshortiterate,dovetail,succeed.
StuartSmithHeadofPlanningWieden&KennedyLondon
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Youdon’tgeneratestrategy
fromastandingstart.
Asenseofstrategyshould
beapermanentpartofthe
brain,butalwaysopento
challengeandmodifica,onbychangingcircumstance
orunforeseenopportunity.
It’swhatyoutestnew
thoughtsagainstandthat
canbedoneveryquickly.
SirMar9nSorrellGroupChiefExecu9veWPP
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Thekeytofaststrategiesis
notthespeedatwhichthey
aredeveloped,butthe
speedwithwhichtheyare
agreedandimplemented
acrossabusiness.Themore
youinvolveallsenior
decisionmakersinthe
strategycrea,onprocess,theless,meyouhavetospend'selling'ittothem.
BenSouthgatePlanningPartnerCHI&Partners
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ThesecrettogeQngagood,faststrategyistoallsittogetherandkeepyourarsesonyourchairsun,lyou'vegotone.
RichardStoreyChiefStrategyOfficerM&CSaatchi
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WritedownONEwordper
compe,torwhichdefineswhattheyareuniquelygreatat.WritedownONEword
foryourowncompany.WritedownthetopTENtargetconsumermo,va,ons.IfyourWORDisuniqueandisintheconsumer'stopTEN,executethethemeinallyourac,vi,es.Strategycomplete.
SimonThompsonChiefMarke9ngOfficerLastminute.com
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Today’smostinteres,ngstrategiescombinebusiness,brand,dataandmediathinking–Ilikeworkingwithagroupofpeoplefromdifferentdisciplines:unusualconnec,ons,makesforunusualideas.
JohnTownshendCrea9vePartnerRapier
![Page 47: Get the right people in the same room and sweat the ... · PDF fileinacon may reside its strength and identy. Jim Carroll Chairman Bartle Bogle Hegarty. Get a few brains together for](https://reader035.vdocuments.mx/reader035/viewer/2022062907/5ab7c97e7f8b9ac10d8c297d/html5/thumbnails/47.jpg)
Strategyshouldn'ttake
long.It'slikeplanninga
journey.Startwiththe
des,na,onandworkbackwards.
CharlesVallanceFoundingPartnerVallanceCarruthersColemanPriest
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Don'tleadapredictablelife,
staysensi,vetoeverythingaroundyouatall,mesandbepassionateaboutmakingthingshappen.
DylanWilliamsStrategyDirectorMotherLondon
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Giveyourselfamedia
budgetofzeroandsee
whatyoucomeupwith.
Ma$WilliferPlanningDirectorM&CSaatchi
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Ialwaysstartwithasource
ofbusinessfunnel.Bythe
,meI'veaskedalltheimportantques,onsaboutwherethebusinesscouldcomefromanddugupsomenumbers,I'venormallyiden,fiedmostofthekeyissuesandhavearangeofstrategicop,onstoconsider.
MaxWrightCommunica9onsPlanningDirectorRapier