Planning ::

A view on the creative process within planning from Heidi Hackemer of BBH NY.

Planning ::

A view on planning.

Planning ::

Mashable has published an infographic biggest brands on Facebook.

Some obvious dominant brands here.

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Planning ::

A collection of one hundred inspirational ideas, being a summary of the thoughts of 180360720. As always, some excellent insights.

Planning ::

This presentation from 180360720 makes interesting reading. Specifically, it looks at the decline of the ‘destination web’.

Planning ::

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Planning ::

Poliakov’s Pyramid Of Engagement, as conceptualised The Centre For Common Sense In Marketing (or something close as is possible nsfw) is viewed as:

And I quote:

Advertising and marketing is filled with lots and lots of very smart, talented people, people who have good instincts and common sense. So why is it then that the bullshit-talkers and the purveyors of nonsense are in the ascendancy?

The answer is simple.
The bull5hitters have the charts.

You know the scenario. You’re in a meeting, you know full-well that something is going to work/isn’t going to work/is true/isn’t true, but someone will turn up with a deck of charts to prove themselves right and you wrong. And there you have it. The people with charts always win. The end. Even if it flies in the face of what is clearly common fucking sense. This is because everyone is 5h1t scared of getting it wrong, or rather 5h1t scared of being blamed for getting it wrong. So everyone hangs onto anything that looks like it proves something. Then they can blame that later if it all goes t1ts-up.

Over here in smug Sell! Towers we created our own little bubble, where common sense rules, and powerpoint is outlawed. However, we know that this isn’t the case for everybody. So in an attempt to help redress the balance, we are fighting fire with with fire. We are creating a body of charts to illustrate common sense. We’re sorry it has come to this. But here we are. Here. Anyway, now the smart people of advertising and marketing can fight the bullshitters and nonsense-talkers with their own charts. A chart-off, if you will. Published under the banner of The Centre For Common F|_|ck1ng Sense In Marketing, or CoFSim for short (a stupid, nonsense-y name to confuse the bullshitters).

So here we present the first. Poliakov’s Pyramid Of Engagement. A simple, yet convincing-looking chart to prove what our common-sense tells us. That people are more likely to spend time engaging with something that they’re very interested in. Ergo, if you are marketing a product that isn’t in the top interest zone, you better have a rip-snorting, son-of-a-b1tch of an idea (or a big prize) if you want anyone to interact any further than a cursory glance. So now you can turn up at that meeting to discuss the lame user-generated-content campaign idea for the new scouring-pad client, armed with suitably complicated-looking ammunition to back-up your argument that everyone is taking crazy-pills if they think anyone is going to take-part.

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Planning ::

Pete Blackshaw of Nielsen Online has writes in Advertising Age, and I quote:

“So with all this relentless talk about Twitter accounts, Facebook fan pages and cool new apps, I have a serious and timely question. Do brand websites still matter?

Yes, I know — even asking this question is a bit digitally sacrilegious. Websites are to digital strategy as models are to fashion, but do we really need them?

I mean, didn’t things seem a tad curious during the World Cup when brands like Adidas and Nike actively promoted their Facebook page — not their primary website — at the end of their TV spots? Just this weekend, I saw a similar cross-feed to Facebook for Kohls. Talk about kicking the ball into a different goal.

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