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GOD IS IN THE DETAIL: 2016 The gaming elite have reciprocated this inter-genre love; KSI - gamer and most influential YouTuber in the UK - has even collaborated on grime tune ‘Lamborghini’ with P Money, which has amassed more than 61m views. Where you find grime and gaming, you find KFC mentioned constantly, both in lyrics or proclaimed as the ultimate fuel for gaming on social chatter. GOD IS IN THE DETAIL I was asked to speak about ‘how to get your message across in a world with a lot of noise’. Sir Nigel Bogle referred to BBH as a Fame Factory some time before Marketing In The Era of Accountability showed us that this was the most profitable objective for comms, and it is still what we, and our clients, aim for today. So I spoke (for 20mins) about how I think you make famous advertising GOD IS IN THE DETAIL: PROJECT COLOUR DLKW Lowe (where I work) are based in Chelsea, one of the richest areas in the world. But not everyone who lives here is wealthy. The World’s End Estate is just off the King’s Road and the children who live there are amongst the 20% most deprived in Britain, a far GOD IS IN THE DETAIL: NOVEMBER 2015 As Einstein said, “I believe in intuition and inspiration. Imagination is more important than knowledge. For knowledge is limited, whereas imagination embraces the entire world, stimulating progress, giving birth to GOD IS IN THE DETAIL: TECHNOLOGY MEETS THE REAL WORLD. I absolutely love it when cool new technology gets used in an innovative way. I find it even more exciting when it gets used in a way that real, everyday people would get excited about as well as the 1% mega tech savvy super early adopters. GOD IS IN THE DETAIL: 2015 Imagination is more important than knowledge. For knowledge is limited, whereas imagination embraces the entire world, stimulating progress, giving birth to evolution. It is, strictly speaking, a real factor in scientific research.’4. Go outside and you will see pen portraits of great depth and meaning. ‘Pick out a cab driver. GOD IS IN THE DETAIL: GAME CHANGERS FROM THE IPA MODERN Last night’s IPA Modern Briefing (2: The Clients Talk Back) conference was an exceptionally insightful follow up to this summer’s game changing talk on the agency briefing process. There were about 500 things you could've learnt last night but five of them stood out for me in particular. GOD IS IN THE DETAIL: MAY 2015 Advertising planning strategy marketing media social campaigns brands branding agencies companies products design creativity communications GOD IS IN THE DETAIL: 10 REASONS THESE CHANEL ADS … 10 REASONS THESE CHANEL ADS SHOULD NEVER HAVE BEEN MADE. 1. The product doesn't look premium. 2. There is no human insight. 3. There GOD IS IN THE DETAIL: JUNE 2015 Subscribe To A Few Magazines. Herons In Time And Space . ‘To overcome the various technological challenges of a night-time shot, he had built two timing devices for his camera to execute the single exposure. One device moved the focus, while the other adjusted the aperture within a single frame, so both the herons and the stars werein focus.
GOD IS IN THE DETAIL: 2016 The gaming elite have reciprocated this inter-genre love; KSI - gamer and most influential YouTuber in the UK - has even collaborated on grime tune ‘Lamborghini’ with P Money, which has amassed more than 61m views. Where you find grime and gaming, you find KFC mentioned constantly, both in lyrics or proclaimed as the ultimate fuel for gaming on social chatter. GOD IS IN THE DETAIL: 2019 Instagram thinks I’m a woman. I’m not sure how that started. Perhaps the algorithm made a horribly sexist assumption because I follow quite a lot of fashion and art and accounts like Gurls Talk and gal-dem no idea. But I know it doesn’t think I’m a bloke, because it serves me ads for menstrual cups, shapewear, lipstick, etc. GOD IS IN THE DETAIL: PROJECT COLOUR DLKW Lowe (where I work) are based in Chelsea, one of the richest areas in the world. But not everyone who lives here is wealthy. The World’s End Estate is just off the King’s Road and the children who live there are amongst the 20% most deprived in Britain, a far GOD IS IN THE DETAIL: 3 THINGS EVERY PLANNER SHOULD DO Advertising planning strategy marketing media social campaigns brands branding agencies companies products design creativity communications GOD IS IN THE DETAIL: PROJECT COLOUR It argued that the importance of creativity in the workplace had become paramount and that this coupled with the Education Reform Act’s emphasis on the need for education to equip young people for that working life, meant that developing creative abilities should be seen as a general function of education as it would benefit allchildren. 3
GOD IS IN THE DETAIL: PROJECT COLOUR #2 So last week Project Colour kicked off at Ashburnham Primary School where over 150 kids painted their version of the World’s End Estate onto our digital billboard. As week 2 of the project starts and we begin to turn their paintings into one giant collage I’ve had some time to reflect on what was a truly exciting and uplifting day. 5 things stood out for me in particular. GOD IS IN THE DETAIL: GOT TO LOVE A GOOD SLIDE If you’re anything like me (or any other planner I've ever met) you’ll get all hot under the collar over a good slide. Sometimes it’s because it’s a really useful or interesting piece of information. Sometimes it’s a masterclass in how to present something and other times it’s just because it’s pretty. GOD IS IN THE DETAIL: 2017 Advertising planning strategy marketing media social campaigns brands branding agencies companies products design creativity communications GOD IS IN THE DETAIL: CAN EVERYONE STOP LYING ABOUT I understand that people want to make things sound as exciting and impressive as possible. I am however, sick and tired of seeing numbers wildly exaggerated to the point that they are clearly total fabrications / falsely inflated / any other euphemism you’d like to use. What annoys me the most about these gross manipulations is that not only are they then quoted by others as if gospel but GOD IS IN THE DETAIL: DIESEL: A-Z OF DANCE A great campaign that has the potential to mix paid media, earned media and that holy grail of advertising, user generated content togreat effect.
GOD IS IN THE DETAIL: GAME CHANGERS FROM THE IPA MODERN Last night’s IPA Modern Briefing (2: The Clients Talk Back) conference was an exceptionally insightful follow up to this summer’s game changing talk on the agency briefing process. There were about 500 things you could've learnt last night but five of them stood out for me in particular. GOD IS IN THE DETAIL I was asked to speak about ‘how to get your message across in a world with a lot of noise’. Sir Nigel Bogle referred to BBH as a Fame Factory some time before Marketing In The Era of Accountability showed us that this was the most profitable objective for comms, and it is still what we, and our clients, aim for today. So I spoke (for 20mins) about how I think you make famous advertising GOD IS IN THE DETAIL: PROJECT COLOUR DLKW Lowe (where I work) are based in Chelsea, one of the richest areas in the world. But not everyone who lives here is wealthy. The World’s End Estate is just off the King’s Road and the children who live there are amongst the 20% most deprived in Britain, a far GOD IS IN THE DETAIL: THE FUTURE'S BRIGHT, THE FUTURE'S... In the future a lot will be different BUT some things will be the same as they’ve always been. And some of these things will continue to be the fundamental tenets of planning. GOD IS IN THE DETAIL: APG: BIG THINKING ON STRATEGY The first time I ever heard this term I thought it was just another pretentious buzzword. As I began to work on global accounts I soon realised that the practice of adapting one big idea across cultures is an extremely difficult one and I gained slightly more respect for theword.
GOD IS IN THE DETAIL: GAME CHANGERS FROM THE IPA MODERN Last night’s IPA Modern Briefing (2: The Clients Talk Back) conference was an exceptionally insightful follow up to this summer’s game changing talk on the agency briefing process. There were about 500 things you could've learnt last night but five of them stood out for me in particular. GOD IS IN THE DETAIL: GOT TO LOVE A GOOD SLIDE If you’re anything like me (or any other planner I've ever met) you’ll get all hot under the collar over a good slide. Sometimes it’s because it’s a really useful or interesting piece of information. Sometimes it’s a masterclass in how to present something and other times it’s just because it’s pretty. GOD IS IN THE DETAIL: 10 REASONS THESE CHANEL ADS … 10 REASONS THESE CHANEL ADS SHOULD NEVER HAVE BEEN MADE. 1. The product doesn't look premium. 2. There is no human insight. 3. There GOD IS IN THE DETAIL: 2017 Advertising planning strategy marketing media social campaigns brands branding agencies companies products design creativity communications GOD IS IN THE DETAIL: 2015 Imagination is more important than knowledge. For knowledge is limited, whereas imagination embraces the entire world, stimulating progress, giving birth to evolution. It is, strictly speaking, a real factor in scientific research.’4. Go outside and you will see pen portraits of great depth and meaning. ‘Pick out a cab driver. GOD IS IN THE DETAIL: 2016 The gaming elite have reciprocated this inter-genre love; KSI - gamer and most influential YouTuber in the UK - has even collaborated on grime tune ‘Lamborghini’ with P Money, which has amassed more than 61m views. Where you find grime and gaming, you find KFC mentioned constantly, both in lyrics or proclaimed as the ultimate fuel for gaming on social chatter. GOD IS IN THE DETAIL I was asked to speak about ‘how to get your message across in a world with a lot of noise’. Sir Nigel Bogle referred to BBH as a Fame Factory some time before Marketing In The Era of Accountability showed us that this was the most profitable objective for comms, and it is still what we, and our clients, aim for today. So I spoke (for 20mins) about how I think you make famous advertising GOD IS IN THE DETAIL: PROJECT COLOUR DLKW Lowe (where I work) are based in Chelsea, one of the richest areas in the world. But not everyone who lives here is wealthy. The World’s End Estate is just off the King’s Road and the children who live there are amongst the 20% most deprived in Britain, a far GOD IS IN THE DETAIL: THE FUTURE'S BRIGHT, THE FUTURE'S... In the future a lot will be different BUT some things will be the same as they’ve always been. And some of these things will continue to be the fundamental tenets of planning. GOD IS IN THE DETAIL: APG: BIG THINKING ON STRATEGY The first time I ever heard this term I thought it was just another pretentious buzzword. As I began to work on global accounts I soon realised that the practice of adapting one big idea across cultures is an extremely difficult one and I gained slightly more respect for theword.
GOD IS IN THE DETAIL: GAME CHANGERS FROM THE IPA MODERN Last night’s IPA Modern Briefing (2: The Clients Talk Back) conference was an exceptionally insightful follow up to this summer’s game changing talk on the agency briefing process. There were about 500 things you could've learnt last night but five of them stood out for me in particular. GOD IS IN THE DETAIL: GOT TO LOVE A GOOD SLIDE If you’re anything like me (or any other planner I've ever met) you’ll get all hot under the collar over a good slide. Sometimes it’s because it’s a really useful or interesting piece of information. Sometimes it’s a masterclass in how to present something and other times it’s just because it’s pretty. GOD IS IN THE DETAIL: 10 REASONS THESE CHANEL ADS … 10 REASONS THESE CHANEL ADS SHOULD NEVER HAVE BEEN MADE. 1. The product doesn't look premium. 2. There is no human insight. 3. There GOD IS IN THE DETAIL: 2017 Advertising planning strategy marketing media social campaigns brands branding agencies companies products design creativity communications GOD IS IN THE DETAIL: 2015 Imagination is more important than knowledge. For knowledge is limited, whereas imagination embraces the entire world, stimulating progress, giving birth to evolution. It is, strictly speaking, a real factor in scientific research.’4. Go outside and you will see pen portraits of great depth and meaning. ‘Pick out a cab driver. GOD IS IN THE DETAIL: 2016 The gaming elite have reciprocated this inter-genre love; KSI - gamer and most influential YouTuber in the UK - has even collaborated on grime tune ‘Lamborghini’ with P Money, which has amassed more than 61m views. Where you find grime and gaming, you find KFC mentioned constantly, both in lyrics or proclaimed as the ultimate fuel for gaming on social chatter. GOD IS IN THE DETAIL: 3 THINGS EVERY PLANNER SHOULD DO Advertising planning strategy marketing media social campaigns brands branding agencies companies products design creativity communications GOD IS IN THE DETAIL: PROJECT COLOUR DLKW Lowe (where I work) are based in Chelsea, one of the richest areas in the world. But not everyone who lives here is wealthy. The World’s End Estate is just off the King’s Road and the children who live there are amongst the 20% most deprived in Britain, a far GOD IS IN THE DETAIL: PROJECT COLOUR #2 So last week Project Colour kicked off at Ashburnham Primary School where over 150 kids painted their version of the World’s End Estate onto our digital billboard. As week 2 of the project starts and we begin to turn their paintings into one giant collage I’ve had some time to reflect on what was a truly exciting and uplifting day. 5 things stood out for me in particular. GOD IS IN THE DETAIL: GAME CHANGERS FROM THE IPA MODERN Last night’s IPA Modern Briefing (2: The Clients Talk Back) conference was an exceptionally insightful follow up to this summer’s game changing talk on the agency briefing process. There were about 500 things you could've learnt last night but five of them stood out for me in particular. GOD IS IN THE DETAIL: JUNE 2015 Subscribe To A Few Magazines. Herons In Time And Space . ‘To overcome the various technological challenges of a night-time shot, he had built two timing devices for his camera to execute the single exposure. One device moved the focus, while the other adjusted the aperture within a single frame, so both the herons and the stars werein focus.
GOD IS IN THE DETAIL: BAMBI IS DATA As Einstein said, “I believe in intuition and inspiration. Imagination is more important than knowledge. For knowledge is limited, whereas imagination embraces the entire world, stimulating progress, giving birth to GOD IS IN THE DETAIL: AUGUST 2013 GOD IS IN THE DETAILS – GUSTAV FLAUBERT Also attributed to Michelangelo, the architect Ludwig Mies van der Rohe, and the art historian Aby Warburg. ‘The Devil is in the details’ is a variant of the proverb, referring to a catch hidden in the details. GOD IS IN THE DETAIL: CAN EVERYONE STOP LYING ABOUT I understand that people want to make things sound as exciting and impressive as possible. I am however, sick and tired of seeing numbers wildly exaggerated to the point that they are clearly total fabrications / falsely inflated / any other euphemism you’d like to use. What annoys me the most about these gross manipulations is that not only are they then quoted by others as if gospel but GOD IS IN THE DETAIL: VW POLO DAD AD; THREE THINGS YOU The beautiful cinematography, emotional script, heartbreaking acting and evocative song choice aside the strategy ain’t half bad either. GOD IS IN THE DETAIL: INTERNET TRENDS 2014 I’d highly recommend reading Mary Meeker’s Internet Trends Report for 2014 as I believe it to be one of the most comprehensive yearly global studies about tech and internet use. It’s full of very useful data, trends, analyses and some great slides you could pinch for apresentation.
GOD IS IN THE DETAIL I was asked to speak about ‘how to get your message across in a world with a lot of noise’. Sir Nigel Bogle referred to BBH as a Fame Factory some time before Marketing In The Era of Accountability showed us that this was the most profitable objective for comms, and it is still what we, and our clients, aim for today. So I spoke (for 20mins) about how I think you make famous advertising GOD IS IN THE DETAIL: PROJECT COLOUR DLKW Lowe (where I work) are based in Chelsea, one of the richest areas in the world. But not everyone who lives here is wealthy. The World’s End Estate is just off the King’s Road and the children who live there are amongst the 20% most deprived in Britain, a far GOD IS IN THE DETAIL: PROJECT COLOUR #2 So last week Project Colour kicked off at Ashburnham Primary School where over 150 kids painted their version of the World’s End Estate onto our digital billboard. As week 2 of the project starts and we begin to turn their paintings into one giant collage I’ve had some time to reflect on what was a truly exciting and uplifting day. 5 things stood out for me in particular. GOD IS IN THE DETAIL: GOT TO LOVE A GOOD SLIDE If you’re anything like me (or any other planner I've ever met) you’ll get all hot under the collar over a good slide. Sometimes it’s because it’s a really useful or interesting piece of information. Sometimes it’s a masterclass in how to present something and other times it’s just because it’s pretty. GOD IS IN THE DETAIL: NOVEMBER 2015 As Einstein said, “I believe in intuition and inspiration. Imagination is more important than knowledge. For knowledge is limited, whereas imagination embraces the entire world, stimulating progress, giving birth to GOD IS IN THE DETAIL: 10 REASONS THESE CHANEL ADS … 10 REASONS THESE CHANEL ADS SHOULD NEVER HAVE BEEN MADE. 1. The product doesn't look premium. 2. There is no human insight. 3. There GOD IS IN THE DETAIL: APG NOISY THINKING: WHEN I'M CSO.... The CSOs from 7 of London's agencies each nominated one of their 20 somethings to share, within 5 minutes, their thoughts on re-imagining the planning world as if they were the CSO. GOD IS IN THE DETAIL: 2015 Imagination is more important than knowledge. For knowledge is limited, whereas imagination embraces the entire world, stimulating progress, giving birth to evolution. It is, strictly speaking, a real factor in scientific research.’4. Go outside and you will see pen portraits of great depth and meaning. ‘Pick out a cab driver. GOD IS IN THE DETAIL: JUNE 2015 Subscribe To A Few Magazines. Herons In Time And Space . ‘To overcome the various technological challenges of a night-time shot, he had built two timing devices for his camera to execute the single exposure. One device moved the focus, while the other adjusted the aperture within a single frame, so both the herons and the stars werein focus.
GOD IS IN THE DETAIL: 2016 The gaming elite have reciprocated this inter-genre love; KSI - gamer and most influential YouTuber in the UK - has even collaborated on grime tune ‘Lamborghini’ with P Money, which has amassed more than 61m views. Where you find grime and gaming, you find KFC mentioned constantly, both in lyrics or proclaimed as the ultimate fuel for gaming on social chatter. GOD IS IN THE DETAIL I was asked to speak about ‘how to get your message across in a world with a lot of noise’. Sir Nigel Bogle referred to BBH as a Fame Factory some time before Marketing In The Era of Accountability showed us that this was the most profitable objective for comms, and it is still what we, and our clients, aim for today. So I spoke (for 20mins) about how I think you make famous advertising GOD IS IN THE DETAIL: PROJECT COLOUR DLKW Lowe (where I work) are based in Chelsea, one of the richest areas in the world. But not everyone who lives here is wealthy. The World’s End Estate is just off the King’s Road and the children who live there are amongst the 20% most deprived in Britain, a far GOD IS IN THE DETAIL: PROJECT COLOUR #2 So last week Project Colour kicked off at Ashburnham Primary School where over 150 kids painted their version of the World’s End Estate onto our digital billboard. As week 2 of the project starts and we begin to turn their paintings into one giant collage I’ve had some time to reflect on what was a truly exciting and uplifting day. 5 things stood out for me in particular. GOD IS IN THE DETAIL: GOT TO LOVE A GOOD SLIDE If you’re anything like me (or any other planner I've ever met) you’ll get all hot under the collar over a good slide. Sometimes it’s because it’s a really useful or interesting piece of information. Sometimes it’s a masterclass in how to present something and other times it’s just because it’s pretty. GOD IS IN THE DETAIL: NOVEMBER 2015 As Einstein said, “I believe in intuition and inspiration. Imagination is more important than knowledge. For knowledge is limited, whereas imagination embraces the entire world, stimulating progress, giving birth to GOD IS IN THE DETAIL: 10 REASONS THESE CHANEL ADS … 10 REASONS THESE CHANEL ADS SHOULD NEVER HAVE BEEN MADE. 1. The product doesn't look premium. 2. There is no human insight. 3. There GOD IS IN THE DETAIL: APG NOISY THINKING: WHEN I'M CSO.... The CSOs from 7 of London's agencies each nominated one of their 20 somethings to share, within 5 minutes, their thoughts on re-imagining the planning world as if they were the CSO. GOD IS IN THE DETAIL: 2015 Imagination is more important than knowledge. For knowledge is limited, whereas imagination embraces the entire world, stimulating progress, giving birth to evolution. It is, strictly speaking, a real factor in scientific research.’4. Go outside and you will see pen portraits of great depth and meaning. ‘Pick out a cab driver. GOD IS IN THE DETAIL: JUNE 2015 Subscribe To A Few Magazines. Herons In Time And Space . ‘To overcome the various technological challenges of a night-time shot, he had built two timing devices for his camera to execute the single exposure. One device moved the focus, while the other adjusted the aperture within a single frame, so both the herons and the stars werein focus.
GOD IS IN THE DETAIL: 2016 The gaming elite have reciprocated this inter-genre love; KSI - gamer and most influential YouTuber in the UK - has even collaborated on grime tune ‘Lamborghini’ with P Money, which has amassed more than 61m views. Where you find grime and gaming, you find KFC mentioned constantly, both in lyrics or proclaimed as the ultimate fuel for gaming on social chatter. GOD IS IN THE DETAIL: PROJECT COLOUR DLKW Lowe (where I work) are based in Chelsea, one of the richest areas in the world. But not everyone who lives here is wealthy. The World’s End Estate is just off the King’s Road and the children who live there are amongst the 20% most deprived in Britain, a far GOD IS IN THE DETAIL: PROJECT COLOUR #2 So last week Project Colour kicked off at Ashburnham Primary School where over 150 kids painted their version of the World’s End Estate onto our digital billboard. As week 2 of the project starts and we begin to turn their paintings into one giant collage I’ve had some time to reflect on what was a truly exciting and uplifting day. 5 things stood out for me in particular. GOD IS IN THE DETAIL: GOT TO LOVE A GOOD SLIDE If you’re anything like me (or any other planner I've ever met) you’ll get all hot under the collar over a good slide. Sometimes it’s because it’s a really useful or interesting piece of information. Sometimes it’s a masterclass in how to present something and other times it’s just because it’s pretty. GOD IS IN THE DETAIL: MAY 2016 GOD IS IN THE DETAILS – GUSTAV FLAUBERT Also attributed to Michelangelo, the architect Ludwig Mies van der Rohe, and the art historian Aby Warburg. ‘The Devil is in the details’ is a variant of the proverb, referring to a catch hidden in the details. GOD IS IN THE DETAIL: AUGUST 2016 GOD IS IN THE DETAILS – GUSTAV FLAUBERT Also attributed to Michelangelo, the architect Ludwig Mies van der Rohe, and the art historian Aby Warburg. ‘The Devil is in the details’ is a variant of the proverb, referring to a catch hidden in the details. GOD IS IN THE DETAIL: BAMBI IS DATA As Einstein said, “I believe in intuition and inspiration. Imagination is more important than knowledge. For knowledge is limited, whereas imagination embraces the entire world, stimulating progress, giving birth to GOD IS IN THE DETAIL: MAY 2013 Because it works. We know it in our hearts, we know it from our own experience and extensive research has proven that creatively awarded campaigns are much, much more effective than non awarded campaigns. 1 They can even shape and become a part of popular culture. GOD IS IN THE DETAIL: MAY 2015 Advertising planning strategy marketing media social campaigns brands branding agencies companies products design creativity communications GOD IS IN THE DETAIL: DECEMBER 2013 Daft Punk’s 5 year teaser campaign and Beyonce’s shock overnight album launch on iTunes - Both awesome, both causing massive spikes in internet search traffic, although Beyonce is of course starting from amuch higher base.
GOD IS IN THE DETAIL: FEBRUARY 2012 Sony Ericsson is a massive underachiever; its market share has been declining whilst the company have invested a lot in developing theirsmartphones.
GOD IS IN THE DETAIL I was asked to speak about ‘how to get your message across in a world with a lot of noise’. Sir Nigel Bogle referred to BBH as a Fame Factory some time before Marketing In The Era of Accountability showed us that this was the most profitable objective for comms, and it is still what we, and our clients, aim for today. So I spoke (for 20mins) about how I think you make famous advertising GOD IS IN THE DETAIL: PROJECT COLOUR DLKW Lowe (where I work) are based in Chelsea, one of the richest areas in the world. But not everyone who lives here is wealthy. The World’s End Estate is just off the King’s Road and the children who live there are amongst the 20% most deprived in Britain, a far GOD IS IN THE DETAIL: PROJECT COLOUR #2 So last week Project Colour kicked off at Ashburnham Primary School where over 150 kids painted their version of the World’s End Estate onto our digital billboard. As week 2 of the project starts and we begin to turn their paintings into one giant collage I’ve had some time to reflect on what was a truly exciting and uplifting day. 5 things stood out for me in particular. GOD IS IN THE DETAIL: GOT TO LOVE A GOOD SLIDE If you’re anything like me (or any other planner I've ever met) you’ll get all hot under the collar over a good slide. Sometimes it’s because it’s a really useful or interesting piece of information. Sometimes it’s a masterclass in how to present something and other times it’s just because it’s pretty. GOD IS IN THE DETAIL: NOVEMBER 2015 As Einstein said, “I believe in intuition and inspiration. Imagination is more important than knowledge. For knowledge is limited, whereas imagination embraces the entire world, stimulating progress, giving birth to GOD IS IN THE DETAIL: 10 REASONS THESE CHANEL ADS … 10 REASONS THESE CHANEL ADS SHOULD NEVER HAVE BEEN MADE. 1. The product doesn't look premium. 2. There is no human insight. 3. There GOD IS IN THE DETAIL: APG NOISY THINKING: WHEN I'M CSO.... The CSOs from 7 of London's agencies each nominated one of their 20 somethings to share, within 5 minutes, their thoughts on re-imagining the planning world as if they were the CSO. GOD IS IN THE DETAIL: 2015 Imagination is more important than knowledge. For knowledge is limited, whereas imagination embraces the entire world, stimulating progress, giving birth to evolution. It is, strictly speaking, a real factor in scientific research.’4. Go outside and you will see pen portraits of great depth and meaning. ‘Pick out a cab driver. GOD IS IN THE DETAIL: JUNE 2015 Subscribe To A Few Magazines. Herons In Time And Space . ‘To overcome the various technological challenges of a night-time shot, he had built two timing devices for his camera to execute the single exposure. One device moved the focus, while the other adjusted the aperture within a single frame, so both the herons and the stars werein focus.
GOD IS IN THE DETAIL: 2016 The gaming elite have reciprocated this inter-genre love; KSI - gamer and most influential YouTuber in the UK - has even collaborated on grime tune ‘Lamborghini’ with P Money, which has amassed more than 61m views. Where you find grime and gaming, you find KFC mentioned constantly, both in lyrics or proclaimed as the ultimate fuel for gaming on social chatter. GOD IS IN THE DETAIL I was asked to speak about ‘how to get your message across in a world with a lot of noise’. Sir Nigel Bogle referred to BBH as a Fame Factory some time before Marketing In The Era of Accountability showed us that this was the most profitable objective for comms, and it is still what we, and our clients, aim for today. So I spoke (for 20mins) about how I think you make famous advertising GOD IS IN THE DETAIL: PROJECT COLOUR DLKW Lowe (where I work) are based in Chelsea, one of the richest areas in the world. But not everyone who lives here is wealthy. The World’s End Estate is just off the King’s Road and the children who live there are amongst the 20% most deprived in Britain, a far GOD IS IN THE DETAIL: PROJECT COLOUR #2 So last week Project Colour kicked off at Ashburnham Primary School where over 150 kids painted their version of the World’s End Estate onto our digital billboard. As week 2 of the project starts and we begin to turn their paintings into one giant collage I’ve had some time to reflect on what was a truly exciting and uplifting day. 5 things stood out for me in particular. GOD IS IN THE DETAIL: GOT TO LOVE A GOOD SLIDE If you’re anything like me (or any other planner I've ever met) you’ll get all hot under the collar over a good slide. Sometimes it’s because it’s a really useful or interesting piece of information. Sometimes it’s a masterclass in how to present something and other times it’s just because it’s pretty. GOD IS IN THE DETAIL: NOVEMBER 2015 As Einstein said, “I believe in intuition and inspiration. Imagination is more important than knowledge. For knowledge is limited, whereas imagination embraces the entire world, stimulating progress, giving birth to GOD IS IN THE DETAIL: 10 REASONS THESE CHANEL ADS … 10 REASONS THESE CHANEL ADS SHOULD NEVER HAVE BEEN MADE. 1. The product doesn't look premium. 2. There is no human insight. 3. There GOD IS IN THE DETAIL: APG NOISY THINKING: WHEN I'M CSO.... The CSOs from 7 of London's agencies each nominated one of their 20 somethings to share, within 5 minutes, their thoughts on re-imagining the planning world as if they were the CSO. GOD IS IN THE DETAIL: 2015 Imagination is more important than knowledge. For knowledge is limited, whereas imagination embraces the entire world, stimulating progress, giving birth to evolution. It is, strictly speaking, a real factor in scientific research.’4. Go outside and you will see pen portraits of great depth and meaning. ‘Pick out a cab driver. GOD IS IN THE DETAIL: JUNE 2015 Subscribe To A Few Magazines. Herons In Time And Space . ‘To overcome the various technological challenges of a night-time shot, he had built two timing devices for his camera to execute the single exposure. One device moved the focus, while the other adjusted the aperture within a single frame, so both the herons and the stars werein focus.
GOD IS IN THE DETAIL: 2016 The gaming elite have reciprocated this inter-genre love; KSI - gamer and most influential YouTuber in the UK - has even collaborated on grime tune ‘Lamborghini’ with P Money, which has amassed more than 61m views. Where you find grime and gaming, you find KFC mentioned constantly, both in lyrics or proclaimed as the ultimate fuel for gaming on social chatter. GOD IS IN THE DETAIL: PROJECT COLOUR DLKW Lowe (where I work) are based in Chelsea, one of the richest areas in the world. But not everyone who lives here is wealthy. The World’s End Estate is just off the King’s Road and the children who live there are amongst the 20% most deprived in Britain, a far GOD IS IN THE DETAIL: PROJECT COLOUR #2 So last week Project Colour kicked off at Ashburnham Primary School where over 150 kids painted their version of the World’s End Estate onto our digital billboard. As week 2 of the project starts and we begin to turn their paintings into one giant collage I’ve had some time to reflect on what was a truly exciting and uplifting day. 5 things stood out for me in particular. GOD IS IN THE DETAIL: GOT TO LOVE A GOOD SLIDE If you’re anything like me (or any other planner I've ever met) you’ll get all hot under the collar over a good slide. Sometimes it’s because it’s a really useful or interesting piece of information. Sometimes it’s a masterclass in how to present something and other times it’s just because it’s pretty. GOD IS IN THE DETAIL: MAY 2016 GOD IS IN THE DETAILS – GUSTAV FLAUBERT Also attributed to Michelangelo, the architect Ludwig Mies van der Rohe, and the art historian Aby Warburg. ‘The Devil is in the details’ is a variant of the proverb, referring to a catch hidden in the details. GOD IS IN THE DETAIL: AUGUST 2016 GOD IS IN THE DETAILS – GUSTAV FLAUBERT Also attributed to Michelangelo, the architect Ludwig Mies van der Rohe, and the art historian Aby Warburg. ‘The Devil is in the details’ is a variant of the proverb, referring to a catch hidden in the details. GOD IS IN THE DETAIL: BAMBI IS DATA As Einstein said, “I believe in intuition and inspiration. Imagination is more important than knowledge. For knowledge is limited, whereas imagination embraces the entire world, stimulating progress, giving birth to GOD IS IN THE DETAIL: MAY 2013 Because it works. We know it in our hearts, we know it from our own experience and extensive research has proven that creatively awarded campaigns are much, much more effective than non awarded campaigns. 1 They can even shape and become a part of popular culture. GOD IS IN THE DETAIL: MAY 2015 Advertising planning strategy marketing media social campaigns brands branding agencies companies products design creativity communications GOD IS IN THE DETAIL: DECEMBER 2013 Daft Punk’s 5 year teaser campaign and Beyonce’s shock overnight album launch on iTunes - Both awesome, both causing massive spikes in internet search traffic, although Beyonce is of course starting from amuch higher base.
GOD IS IN THE DETAIL: FEBRUARY 2012 Sony Ericsson is a massive underachiever; its market share has been declining whilst the company have invested a lot in developing theirsmartphones.
GOD IS IN THE DETAIL I was asked to speak about ‘how to get your message across in a world with a lot of noise’. Sir Nigel Bogle referred to BBH as a Fame Factory some time before Marketing In The Era of Accountability showed us that this was the most profitable objective for comms, and it is still what we, and our clients, aim for today. So I spoke (for 20mins) about how I think you make famous advertising GOD IS IN THE DETAIL: PROJECT COLOUR DLKW Lowe (where I work) are based in Chelsea, one of the richest areas in the world. But not everyone who lives here is wealthy. The World’s End Estate is just off the King’s Road and the children who live there are amongst the 20% most deprived in Britain, a far GOD IS IN THE DETAIL: THE FUTURE'S BRIGHT, THE FUTURE'S... In the future a lot will be different BUT some things will be the same as they’ve always been. And some of these things will continue to be the fundamental tenets of planning. GOD IS IN THE DETAIL: APG: BIG THINKING ON STRATEGY The first time I ever heard this term I thought it was just another pretentious buzzword. As I began to work on global accounts I soon realised that the practice of adapting one big idea across cultures is an extremely difficult one and I gained slightly more respect for theword.
GOD IS IN THE DETAIL: GAME CHANGERS FROM THE IPA MODERN Last night’s IPA Modern Briefing (2: The Clients Talk Back) conference was an exceptionally insightful follow up to this summer’s game changing talk on the agency briefing process. There were about 500 things you could've learnt last night but five of them stood out for me in particular. GOD IS IN THE DETAIL: GOT TO LOVE A GOOD SLIDE If you’re anything like me (or any other planner I've ever met) you’ll get all hot under the collar over a good slide. Sometimes it’s because it’s a really useful or interesting piece of information. Sometimes it’s a masterclass in how to present something and other times it’s just because it’s pretty. GOD IS IN THE DETAIL: 10 REASONS THESE CHANEL ADS … 10 REASONS THESE CHANEL ADS SHOULD NEVER HAVE BEEN MADE. 1. The product doesn't look premium. 2. There is no human insight. 3. There GOD IS IN THE DETAIL: 2017 Advertising planning strategy marketing media social campaigns brands branding agencies companies products design creativity communications GOD IS IN THE DETAIL: 2015 Imagination is more important than knowledge. For knowledge is limited, whereas imagination embraces the entire world, stimulating progress, giving birth to evolution. It is, strictly speaking, a real factor in scientific research.’4. Go outside and you will see pen portraits of great depth and meaning. ‘Pick out a cab driver. GOD IS IN THE DETAIL: 2016 The gaming elite have reciprocated this inter-genre love; KSI - gamer and most influential YouTuber in the UK - has even collaborated on grime tune ‘Lamborghini’ with P Money, which has amassed more than 61m views. Where you find grime and gaming, you find KFC mentioned constantly, both in lyrics or proclaimed as the ultimate fuel for gaming on social chatter. GOD IS IN THE DETAIL I was asked to speak about ‘how to get your message across in a world with a lot of noise’. Sir Nigel Bogle referred to BBH as a Fame Factory some time before Marketing In The Era of Accountability showed us that this was the most profitable objective for comms, and it is still what we, and our clients, aim for today. So I spoke (for 20mins) about how I think you make famous advertising GOD IS IN THE DETAIL: PROJECT COLOUR DLKW Lowe (where I work) are based in Chelsea, one of the richest areas in the world. But not everyone who lives here is wealthy. The World’s End Estate is just off the King’s Road and the children who live there are amongst the 20% most deprived in Britain, a far GOD IS IN THE DETAIL: THE FUTURE'S BRIGHT, THE FUTURE'S... In the future a lot will be different BUT some things will be the same as they’ve always been. And some of these things will continue to be the fundamental tenets of planning. GOD IS IN THE DETAIL: APG: BIG THINKING ON STRATEGY The first time I ever heard this term I thought it was just another pretentious buzzword. As I began to work on global accounts I soon realised that the practice of adapting one big idea across cultures is an extremely difficult one and I gained slightly more respect for theword.
GOD IS IN THE DETAIL: GAME CHANGERS FROM THE IPA MODERN Last night’s IPA Modern Briefing (2: The Clients Talk Back) conference was an exceptionally insightful follow up to this summer’s game changing talk on the agency briefing process. There were about 500 things you could've learnt last night but five of them stood out for me in particular. GOD IS IN THE DETAIL: GOT TO LOVE A GOOD SLIDE If you’re anything like me (or any other planner I've ever met) you’ll get all hot under the collar over a good slide. Sometimes it’s because it’s a really useful or interesting piece of information. Sometimes it’s a masterclass in how to present something and other times it’s just because it’s pretty. GOD IS IN THE DETAIL: 10 REASONS THESE CHANEL ADS … 10 REASONS THESE CHANEL ADS SHOULD NEVER HAVE BEEN MADE. 1. The product doesn't look premium. 2. There is no human insight. 3. There GOD IS IN THE DETAIL: 2017 Advertising planning strategy marketing media social campaigns brands branding agencies companies products design creativity communications GOD IS IN THE DETAIL: 2015 Imagination is more important than knowledge. For knowledge is limited, whereas imagination embraces the entire world, stimulating progress, giving birth to evolution. It is, strictly speaking, a real factor in scientific research.’4. Go outside and you will see pen portraits of great depth and meaning. ‘Pick out a cab driver. GOD IS IN THE DETAIL: 2016 The gaming elite have reciprocated this inter-genre love; KSI - gamer and most influential YouTuber in the UK - has even collaborated on grime tune ‘Lamborghini’ with P Money, which has amassed more than 61m views. Where you find grime and gaming, you find KFC mentioned constantly, both in lyrics or proclaimed as the ultimate fuel for gaming on social chatter. GOD IS IN THE DETAIL: 2019 Instagram thinks I’m a woman. I’m not sure how that started. Perhaps the algorithm made a horribly sexist assumption because I follow quite a lot of fashion and art and accounts like Gurls Talk and gal-dem no idea. But I know it doesn’t think I’m a bloke, because it serves me ads for menstrual cups, shapewear, lipstick, etc. GOD IS IN THE DETAIL: PROJECT COLOUR DLKW Lowe (where I work) are based in Chelsea, one of the richest areas in the world. But not everyone who lives here is wealthy. The World’s End Estate is just off the King’s Road and the children who live there are amongst the 20% most deprived in Britain, a far GOD IS IN THE DETAIL: 3 THINGS EVERY PLANNER SHOULD DO Advertising planning strategy marketing media social campaigns brands branding agencies companies products design creativity communications GOD IS IN THE DETAIL: 3 PIECES OF WISDOM EVERYONE IN Talking of effective communication, this piece of wisdom is brought to you by Professor Byron Sharp, author of How Brands Grow, to date perhaps the most rigorous scientific analyses into this topic.Great, effective work must be unmistakably recognizable, and not just by the logo on the end card.I think one of the ad industry's biggest crimes is the greed to do something totally new. GOD IS IN THE DETAIL: THIS MIGHT BE A CRAZY IDEA… advertising planning and strategy. Because making great advertising means taking risks. ‘Safe’ and rational (or crap) advertising is unfortunately often capable of meeting the short term sales and business objectives that pay our client’s wages and bonuses 3.So most clients don’t often take that risk. GOD IS IN THE DETAIL: PROJECT COLOUR #2 So last week Project Colour kicked off at Ashburnham Primary School where over 150 kids painted their version of the World’s End Estate onto our digital billboard. As week 2 of the project starts and we begin to turn their paintings into one giant collage I’ve had some time to reflect on what was a truly exciting and uplifting day. 5 things stood out for me in particular. GOD IS IN THE DETAIL: DIESEL: A-Z OF DANCE A great campaign that has the potential to mix paid media, earned media and that holy grail of advertising, user generated content togreat effect.
GOD IS IN THE DETAIL: CAN EVERYONE STOP LYING ABOUT I understand that people want to make things sound as exciting and impressive as possible. I am however, sick and tired of seeing numbers wildly exaggerated to the point that they are clearly total fabrications / falsely inflated / any other euphemism you’d like to use. What annoys me the most about these gross manipulations is that not only are they then quoted by others as if gospel but GOD IS IN THE DETAIL: CIDRE; HOW STELLA CHANGED THE G(N)AME. So when Stella decided to enter the market VERY late, the challenge for their product / brand was quite a simple one – stand out. Forget about pushing any of the actual qualities of the product, achieving brand salience in a market like this is the only way to cut through. GOD IS IN THE DETAIL: JUNE 2015 Subscribe To A Few Magazines. Herons In Time And Space . ‘To overcome the various technological challenges of a night-time shot, he had built two timing devices for his camera to execute the single exposure. One device moved the focus, while the other adjusted the aperture within a single frame, so both the herons and the stars werein focus.
GOD IS IN THE DETAIL I was asked to speak about ‘how to get your message across in a world with a lot of noise’. Sir Nigel Bogle referred to BBH as a Fame Factory some time before Marketing In The Era of Accountability showed us that this was the most profitable objective for comms, and it is still what we, and our clients, aim for today. So I spoke (for 20mins) about how I think you make famous advertising GOD IS IN THE DETAIL: PROJECT COLOUR DLKW Lowe (where I work) are based in Chelsea, one of the richest areas in the world. But not everyone who lives here is wealthy. The World’s End Estate is just off the King’s Road and the children who live there are amongst the 20% most deprived in Britain, a far GOD IS IN THE DETAIL: THE FUTURE'S BRIGHT, THE FUTURE'S... In the future a lot will be different BUT some things will be the same as they’ve always been. And some of these things will continue to be the fundamental tenets of planning. GOD IS IN THE DETAIL: APG: BIG THINKING ON STRATEGY The first time I ever heard this term I thought it was just another pretentious buzzword. As I began to work on global accounts I soon realised that the practice of adapting one big idea across cultures is an extremely difficult one and I gained slightly more respect for theword.
GOD IS IN THE DETAIL: GAME CHANGERS FROM THE IPA MODERN Last night’s IPA Modern Briefing (2: The Clients Talk Back) conference was an exceptionally insightful follow up to this summer’s game changing talk on the agency briefing process. There were about 500 things you could've learnt last night but five of them stood out for me in particular. GOD IS IN THE DETAIL: GOT TO LOVE A GOOD SLIDE If you’re anything like me (or any other planner I've ever met) you’ll get all hot under the collar over a good slide. Sometimes it’s because it’s a really useful or interesting piece of information. Sometimes it’s a masterclass in how to present something and other times it’s just because it’s pretty. GOD IS IN THE DETAIL: 10 REASONS THESE CHANEL ADS … 10 REASONS THESE CHANEL ADS SHOULD NEVER HAVE BEEN MADE. 1. The product doesn't look premium. 2. There is no human insight. 3. There GOD IS IN THE DETAIL: 2017 Advertising planning strategy marketing media social campaigns brands branding agencies companies products design creativity communications GOD IS IN THE DETAIL: 2015 Imagination is more important than knowledge. For knowledge is limited, whereas imagination embraces the entire world, stimulating progress, giving birth to evolution. It is, strictly speaking, a real factor in scientific research.’4. Go outside and you will see pen portraits of great depth and meaning. ‘Pick out a cab driver. GOD IS IN THE DETAIL: 2016 The gaming elite have reciprocated this inter-genre love; KSI - gamer and most influential YouTuber in the UK - has even collaborated on grime tune ‘Lamborghini’ with P Money, which has amassed more than 61m views. Where you find grime and gaming, you find KFC mentioned constantly, both in lyrics or proclaimed as the ultimate fuel for gaming on social chatter. GOD IS IN THE DETAIL I was asked to speak about ‘how to get your message across in a world with a lot of noise’. Sir Nigel Bogle referred to BBH as a Fame Factory some time before Marketing In The Era of Accountability showed us that this was the most profitable objective for comms, and it is still what we, and our clients, aim for today. So I spoke (for 20mins) about how I think you make famous advertising GOD IS IN THE DETAIL: PROJECT COLOUR DLKW Lowe (where I work) are based in Chelsea, one of the richest areas in the world. But not everyone who lives here is wealthy. The World’s End Estate is just off the King’s Road and the children who live there are amongst the 20% most deprived in Britain, a far GOD IS IN THE DETAIL: THE FUTURE'S BRIGHT, THE FUTURE'S... In the future a lot will be different BUT some things will be the same as they’ve always been. And some of these things will continue to be the fundamental tenets of planning. GOD IS IN THE DETAIL: APG: BIG THINKING ON STRATEGY The first time I ever heard this term I thought it was just another pretentious buzzword. As I began to work on global accounts I soon realised that the practice of adapting one big idea across cultures is an extremely difficult one and I gained slightly more respect for theword.
GOD IS IN THE DETAIL: GAME CHANGERS FROM THE IPA MODERN Last night’s IPA Modern Briefing (2: The Clients Talk Back) conference was an exceptionally insightful follow up to this summer’s game changing talk on the agency briefing process. There were about 500 things you could've learnt last night but five of them stood out for me in particular. GOD IS IN THE DETAIL: GOT TO LOVE A GOOD SLIDE If you’re anything like me (or any other planner I've ever met) you’ll get all hot under the collar over a good slide. Sometimes it’s because it’s a really useful or interesting piece of information. Sometimes it’s a masterclass in how to present something and other times it’s just because it’s pretty. GOD IS IN THE DETAIL: 10 REASONS THESE CHANEL ADS … 10 REASONS THESE CHANEL ADS SHOULD NEVER HAVE BEEN MADE. 1. The product doesn't look premium. 2. There is no human insight. 3. There GOD IS IN THE DETAIL: 2017 Advertising planning strategy marketing media social campaigns brands branding agencies companies products design creativity communications GOD IS IN THE DETAIL: 2015 Imagination is more important than knowledge. For knowledge is limited, whereas imagination embraces the entire world, stimulating progress, giving birth to evolution. It is, strictly speaking, a real factor in scientific research.’4. Go outside and you will see pen portraits of great depth and meaning. ‘Pick out a cab driver. GOD IS IN THE DETAIL: 2016 The gaming elite have reciprocated this inter-genre love; KSI - gamer and most influential YouTuber in the UK - has even collaborated on grime tune ‘Lamborghini’ with P Money, which has amassed more than 61m views. Where you find grime and gaming, you find KFC mentioned constantly, both in lyrics or proclaimed as the ultimate fuel for gaming on social chatter. GOD IS IN THE DETAIL: 2019 Instagram thinks I’m a woman. I’m not sure how that started. Perhaps the algorithm made a horribly sexist assumption because I follow quite a lot of fashion and art and accounts like Gurls Talk and gal-dem no idea. But I know it doesn’t think I’m a bloke, because it serves me ads for menstrual cups, shapewear, lipstick, etc. GOD IS IN THE DETAIL: PROJECT COLOUR DLKW Lowe (where I work) are based in Chelsea, one of the richest areas in the world. But not everyone who lives here is wealthy. The World’s End Estate is just off the King’s Road and the children who live there are amongst the 20% most deprived in Britain, a far GOD IS IN THE DETAIL: 3 THINGS EVERY PLANNER SHOULD DO Advertising planning strategy marketing media social campaigns brands branding agencies companies products design creativity communications GOD IS IN THE DETAIL: 3 PIECES OF WISDOM EVERYONE IN Talking of effective communication, this piece of wisdom is brought to you by Professor Byron Sharp, author of How Brands Grow, to date perhaps the most rigorous scientific analyses into this topic.Great, effective work must be unmistakably recognizable, and not just by the logo on the end card.I think one of the ad industry's biggest crimes is the greed to do something totally new. GOD IS IN THE DETAIL: THIS MIGHT BE A CRAZY IDEA… advertising planning and strategy. Because making great advertising means taking risks. ‘Safe’ and rational (or crap) advertising is unfortunately often capable of meeting the short term sales and business objectives that pay our client’s wages and bonuses 3.So most clients don’t often take that risk. GOD IS IN THE DETAIL: PROJECT COLOUR #2 So last week Project Colour kicked off at Ashburnham Primary School where over 150 kids painted their version of the World’s End Estate onto our digital billboard. As week 2 of the project starts and we begin to turn their paintings into one giant collage I’ve had some time to reflect on what was a truly exciting and uplifting day. 5 things stood out for me in particular. GOD IS IN THE DETAIL: DIESEL: A-Z OF DANCE A great campaign that has the potential to mix paid media, earned media and that holy grail of advertising, user generated content togreat effect.
GOD IS IN THE DETAIL: CAN EVERYONE STOP LYING ABOUT I understand that people want to make things sound as exciting and impressive as possible. I am however, sick and tired of seeing numbers wildly exaggerated to the point that they are clearly total fabrications / falsely inflated / any other euphemism you’d like to use. What annoys me the most about these gross manipulations is that not only are they then quoted by others as if gospel but GOD IS IN THE DETAIL: CIDRE; HOW STELLA CHANGED THE G(N)AME. So when Stella decided to enter the market VERY late, the challenge for their product / brand was quite a simple one – stand out. Forget about pushing any of the actual qualities of the product, achieving brand salience in a market like this is the only way to cut through. GOD IS IN THE DETAIL: JUNE 2015 Subscribe To A Few Magazines. Herons In Time And Space . ‘To overcome the various technological challenges of a night-time shot, he had built two timing devices for his camera to execute the single exposure. One device moved the focus, while the other adjusted the aperture within a single frame, so both the herons and the stars werein focus.
GOD IS IN THE DETAIL I was asked to speak about ‘how to get your message across in a world with a lot of noise’. Sir Nigel Bogle referred to BBH as a Fame Factory some time before Marketing In The Era of Accountability showed us that this was the most profitable objective for comms, and it is still what we, and our clients, aim for today. So I spoke (for 20mins) about how I think you make famous advertising GOD IS IN THE DETAIL: THE FUTURE'S BRIGHT, THE FUTURE'S... In the future a lot will be different BUT some things will be the same as they’ve always been. And some of these things will continue to be the fundamental tenets of planning. GOD IS IN THE DETAIL: APG: BIG THINKING ON STRATEGY The first time I ever heard this term I thought it was just another pretentious buzzword. As I began to work on global accounts I soon realised that the practice of adapting one big idea across cultures is an extremely difficult one and I gained slightly more respect for theword.
GOD IS IN THE DETAIL: GOT TO LOVE A GOOD SLIDE If you’re anything like me (or any other planner I've ever met) you’ll get all hot under the collar over a good slide. Sometimes it’s because it’s a really useful or interesting piece of information. Sometimes it’s a masterclass in how to present something and other times it’s just because it’s pretty. GOD IS IN THE DETAIL: GAME CHANGERS FROM THE IPA MODERN Last night’s IPA Modern Briefing (2: The Clients Talk Back) conference was an exceptionally insightful follow up to this summer’s game changing talk on the agency briefing process. There were about 500 things you could've learnt last night but five of them stood out for me in particular. GOD IS IN THE DETAIL: 10 REASONS THESE CHANEL ADS … 10 REASONS THESE CHANEL ADS SHOULD NEVER HAVE BEEN MADE. 1. The product doesn't look premium. 2. There is no human insight. 3. There GOD IS IN THE DETAIL: 2017 Advertising planning strategy marketing media social campaigns brands branding agencies companies products design creativity communications GOD IS IN THE DETAIL: MAY 2015 Advertising planning strategy marketing media social campaigns brands branding agencies companies products design creativity communications GOD IS IN THE DETAIL: 2015 Imagination is more important than knowledge. For knowledge is limited, whereas imagination embraces the entire world, stimulating progress, giving birth to evolution. It is, strictly speaking, a real factor in scientific research.’4. Go outside and you will see pen portraits of great depth and meaning. ‘Pick out a cab driver. GOD IS IN THE DETAIL I was asked to speak about ‘how to get your message across in a world with a lot of noise’. Sir Nigel Bogle referred to BBH as a Fame Factory some time before Marketing In The Era of Accountability showed us that this was the most profitable objective for comms, and it is still what we, and our clients, aim for today. So I spoke (for 20mins) about how I think you make famous advertising GOD IS IN THE DETAIL: THE FUTURE'S BRIGHT, THE FUTURE'S... In the future a lot will be different BUT some things will be the same as they’ve always been. And some of these things will continue to be the fundamental tenets of planning. GOD IS IN THE DETAIL: APG: BIG THINKING ON STRATEGY The first time I ever heard this term I thought it was just another pretentious buzzword. As I began to work on global accounts I soon realised that the practice of adapting one big idea across cultures is an extremely difficult one and I gained slightly more respect for theword.
GOD IS IN THE DETAIL: GOT TO LOVE A GOOD SLIDE If you’re anything like me (or any other planner I've ever met) you’ll get all hot under the collar over a good slide. Sometimes it’s because it’s a really useful or interesting piece of information. Sometimes it’s a masterclass in how to present something and other times it’s just because it’s pretty. GOD IS IN THE DETAIL: GAME CHANGERS FROM THE IPA MODERN Last night’s IPA Modern Briefing (2: The Clients Talk Back) conference was an exceptionally insightful follow up to this summer’s game changing talk on the agency briefing process. There were about 500 things you could've learnt last night but five of them stood out for me in particular. GOD IS IN THE DETAIL: 10 REASONS THESE CHANEL ADS … 10 REASONS THESE CHANEL ADS SHOULD NEVER HAVE BEEN MADE. 1. The product doesn't look premium. 2. There is no human insight. 3. There GOD IS IN THE DETAIL: 2017 Advertising planning strategy marketing media social campaigns brands branding agencies companies products design creativity communications GOD IS IN THE DETAIL: MAY 2015 Advertising planning strategy marketing media social campaigns brands branding agencies companies products design creativity communications GOD IS IN THE DETAIL: 2015 Imagination is more important than knowledge. For knowledge is limited, whereas imagination embraces the entire world, stimulating progress, giving birth to evolution. It is, strictly speaking, a real factor in scientific research.’4. Go outside and you will see pen portraits of great depth and meaning. ‘Pick out a cab driver. GOD IS IN THE DETAIL: 2016 The gaming elite have reciprocated this inter-genre love; KSI - gamer and most influential YouTuber in the UK - has even collaborated on grime tune ‘Lamborghini’ with P Money, which has amassed more than 61m views. Where you find grime and gaming, you find KFC mentioned constantly, both in lyrics or proclaimed as the ultimate fuel for gaming on social chatter. GOD IS IN THE DETAIL: 2019 Instagram thinks I’m a woman. I’m not sure how that started. Perhaps the algorithm made a horribly sexist assumption because I follow quite a lot of fashion and art and accounts like Gurls Talk and gal-dem no idea. But I know it doesn’t think I’m a bloke, because it serves me ads for menstrual cups, shapewear, lipstick, etc. GOD IS IN THE DETAIL: PROJECT COLOUR DLKW Lowe (where I work) are based in Chelsea, one of the richest areas in the world. But not everyone who lives here is wealthy. The World’s End Estate is just off the King’s Road and the children who live there are amongst the 20% most deprived in Britain, a far GOD IS IN THE DETAIL: 3 THINGS EVERY PLANNER SHOULD DO Advertising planning strategy marketing media social campaigns brands branding agencies companies products design creativity communications GOD IS IN THE DETAIL: PROJECT COLOUR #2 So last week Project Colour kicked off at Ashburnham Primary School where over 150 kids painted their version of the World’s End Estate onto our digital billboard. As week 2 of the project starts and we begin to turn their paintings into one giant collage I’ve had some time to reflect on what was a truly exciting and uplifting day. 5 things stood out for me in particular. GOD IS IN THE DETAIL: APG: BIG THINKING ON STRATEGY The first time I ever heard this term I thought it was just another pretentious buzzword. As I began to work on global accounts I soon realised that the practice of adapting one big idea across cultures is an extremely difficult one and I gained slightly more respect for theword.
GOD IS IN THE DETAIL: THIS MIGHT BE A CRAZY IDEA… advertising planning and strategy. Because making great advertising means taking risks. ‘Safe’ and rational (or crap) advertising is unfortunately often capable of meeting the short term sales and business objectives that pay our client’s wages and bonuses 3.So most clients don’t often take that risk. GOD IS IN THE DETAIL: CAN EVERYONE STOP LYING ABOUT I understand that people want to make things sound as exciting and impressive as possible. I am however, sick and tired of seeing numbers wildly exaggerated to the point that they are clearly total fabrications / falsely inflated / any other euphemism you’d like to use. What annoys me the most about these gross manipulations is that not only are they then quoted by others as if gospel but GOD IS IN THE DETAIL: CIDRE; HOW STELLA CHANGED THE G(N)AME. So when Stella decided to enter the market VERY late, the challenge for their product / brand was quite a simple one – stand out. Forget about pushing any of the actual qualities of the product, achieving brand salience in a market like this is the only way to cut through. GOD IS IN THE DETAIL: JUNE 2015 Subscribe To A Few Magazines. Herons In Time And Space . ‘To overcome the various technological challenges of a night-time shot, he had built two timing devices for his camera to execute the single exposure. One device moved the focus, while the other adjusted the aperture within a single frame, so both the herons and the stars werein focus.
GOD IS IN THE DETAIL: 10 REASONS THESE CHANEL ADS … Advertising planning strategy marketing media social campaigns brands branding agencies companies products design creativity communications GOD IS IN THE DETAIL I was asked to speak about ‘how to get your message across in a world with a lot of noise’. Sir Nigel Bogle referred to BBH as a Fame Factory some time before Marketing In The Era of Accountability showed us that this was the most profitable objective for comms, and it is still what we, and our clients, aim for today. So I spoke (for 20mins) about how I think you make famous advertising GOD IS IN THE DETAIL: THE FUTURE'S BRIGHT, THE FUTURE'S... In the future a lot will be different BUT some things will be the same as they’ve always been. And some of these things will continue to be the fundamental tenets of planning. GOD IS IN THE DETAIL: APG: BIG THINKING ON STRATEGY The first time I ever heard this term I thought it was just another pretentious buzzword. As I began to work on global accounts I soon realised that the practice of adapting one big idea across cultures is an extremely difficult one and I gained slightly more respect for theword.
GOD IS IN THE DETAIL: GOT TO LOVE A GOOD SLIDE If you’re anything like me (or any other planner I've ever met) you’ll get all hot under the collar over a good slide. Sometimes it’s because it’s a really useful or interesting piece of information. Sometimes it’s a masterclass in how to present something and other times it’s just because it’s pretty. GOD IS IN THE DETAIL: GAME CHANGERS FROM THE IPA MODERN Last night’s IPA Modern Briefing (2: The Clients Talk Back) conference was an exceptionally insightful follow up to this summer’s game changing talk on the agency briefing process. There were about 500 things you could've learnt last night but five of them stood out for me in particular. GOD IS IN THE DETAIL: 10 REASONS THESE CHANEL ADS … 10 REASONS THESE CHANEL ADS SHOULD NEVER HAVE BEEN MADE. 1. The product doesn't look premium. 2. There is no human insight. 3. There GOD IS IN THE DETAIL: 2017 Advertising planning strategy marketing media social campaigns brands branding agencies companies products design creativity communications GOD IS IN THE DETAIL: MAY 2015 Advertising planning strategy marketing media social campaigns brands branding agencies companies products design creativity communications GOD IS IN THE DETAIL: 2015 Imagination is more important than knowledge. For knowledge is limited, whereas imagination embraces the entire world, stimulating progress, giving birth to evolution. It is, strictly speaking, a real factor in scientific research.’4. Go outside and you will see pen portraits of great depth and meaning. ‘Pick out a cab driver. GOD IS IN THE DETAIL: 2016 The gaming elite have reciprocated this inter-genre love; KSI - gamer and most influential YouTuber in the UK - has even collaborated on grime tune ‘Lamborghini’ with P Money, which has amassed more than 61m views. Where you find grime and gaming, you find KFC mentioned constantly, both in lyrics or proclaimed as the ultimate fuel for gaming on social chatter. GOD IS IN THE DETAIL I was asked to speak about ‘how to get your message across in a world with a lot of noise’. Sir Nigel Bogle referred to BBH as a Fame Factory some time before Marketing In The Era of Accountability showed us that this was the most profitable objective for comms, and it is still what we, and our clients, aim for today. So I spoke (for 20mins) about how I think you make famous advertising GOD IS IN THE DETAIL: THE FUTURE'S BRIGHT, THE FUTURE'S... In the future a lot will be different BUT some things will be the same as they’ve always been. And some of these things will continue to be the fundamental tenets of planning. GOD IS IN THE DETAIL: APG: BIG THINKING ON STRATEGY The first time I ever heard this term I thought it was just another pretentious buzzword. As I began to work on global accounts I soon realised that the practice of adapting one big idea across cultures is an extremely difficult one and I gained slightly more respect for theword.
GOD IS IN THE DETAIL: GOT TO LOVE A GOOD SLIDE If you’re anything like me (or any other planner I've ever met) you’ll get all hot under the collar over a good slide. Sometimes it’s because it’s a really useful or interesting piece of information. Sometimes it’s a masterclass in how to present something and other times it’s just because it’s pretty. GOD IS IN THE DETAIL: GAME CHANGERS FROM THE IPA MODERN Last night’s IPA Modern Briefing (2: The Clients Talk Back) conference was an exceptionally insightful follow up to this summer’s game changing talk on the agency briefing process. There were about 500 things you could've learnt last night but five of them stood out for me in particular. GOD IS IN THE DETAIL: 10 REASONS THESE CHANEL ADS … 10 REASONS THESE CHANEL ADS SHOULD NEVER HAVE BEEN MADE. 1. The product doesn't look premium. 2. There is no human insight. 3. There GOD IS IN THE DETAIL: 2017 Advertising planning strategy marketing media social campaigns brands branding agencies companies products design creativity communications GOD IS IN THE DETAIL: MAY 2015 Advertising planning strategy marketing media social campaigns brands branding agencies companies products design creativity communications GOD IS IN THE DETAIL: 2015 Imagination is more important than knowledge. For knowledge is limited, whereas imagination embraces the entire world, stimulating progress, giving birth to evolution. It is, strictly speaking, a real factor in scientific research.’4. Go outside and you will see pen portraits of great depth and meaning. ‘Pick out a cab driver. GOD IS IN THE DETAIL: 2016 The gaming elite have reciprocated this inter-genre love; KSI - gamer and most influential YouTuber in the UK - has even collaborated on grime tune ‘Lamborghini’ with P Money, which has amassed more than 61m views. Where you find grime and gaming, you find KFC mentioned constantly, both in lyrics or proclaimed as the ultimate fuel for gaming on social chatter. GOD IS IN THE DETAIL: 2019 Instagram thinks I’m a woman. I’m not sure how that started. Perhaps the algorithm made a horribly sexist assumption because I follow quite a lot of fashion and art and accounts like Gurls Talk and gal-dem no idea. But I know it doesn’t think I’m a bloke, because it serves me ads for menstrual cups, shapewear, lipstick, etc. GOD IS IN THE DETAIL: PROJECT COLOUR DLKW Lowe (where I work) are based in Chelsea, one of the richest areas in the world. But not everyone who lives here is wealthy. The World’s End Estate is just off the King’s Road and the children who live there are amongst the 20% most deprived in Britain, a far GOD IS IN THE DETAIL: 3 THINGS EVERY PLANNER SHOULD DO Advertising planning strategy marketing media social campaigns brands branding agencies companies products design creativity communications GOD IS IN THE DETAIL: PROJECT COLOUR #2 So last week Project Colour kicked off at Ashburnham Primary School where over 150 kids painted their version of the World’s End Estate onto our digital billboard. As week 2 of the project starts and we begin to turn their paintings into one giant collage I’ve had some time to reflect on what was a truly exciting and uplifting day. 5 things stood out for me in particular. GOD IS IN THE DETAIL: APG: BIG THINKING ON STRATEGY The first time I ever heard this term I thought it was just another pretentious buzzword. As I began to work on global accounts I soon realised that the practice of adapting one big idea across cultures is an extremely difficult one and I gained slightly more respect for theword.
GOD IS IN THE DETAIL: THIS MIGHT BE A CRAZY IDEA… advertising planning and strategy. Because making great advertising means taking risks. ‘Safe’ and rational (or crap) advertising is unfortunately often capable of meeting the short term sales and business objectives that pay our client’s wages and bonuses 3.So most clients don’t often take that risk. GOD IS IN THE DETAIL: CAN EVERYONE STOP LYING ABOUT I understand that people want to make things sound as exciting and impressive as possible. I am however, sick and tired of seeing numbers wildly exaggerated to the point that they are clearly total fabrications / falsely inflated / any other euphemism you’d like to use. What annoys me the most about these gross manipulations is that not only are they then quoted by others as if gospel but GOD IS IN THE DETAIL: CIDRE; HOW STELLA CHANGED THE G(N)AME. So when Stella decided to enter the market VERY late, the challenge for their product / brand was quite a simple one – stand out. Forget about pushing any of the actual qualities of the product, achieving brand salience in a market like this is the only way to cut through. GOD IS IN THE DETAIL: JUNE 2015 Subscribe To A Few Magazines. Herons In Time And Space . ‘To overcome the various technological challenges of a night-time shot, he had built two timing devices for his camera to execute the single exposure. One device moved the focus, while the other adjusted the aperture within a single frame, so both the herons and the stars werein focus.
GOD IS IN THE DETAIL: 10 REASONS THESE CHANEL ADS … Advertising planning strategy marketing media social campaigns brands branding agencies companies products design creativity communications GOD IS IN THE DETAIL I was asked to speak about ‘how to get your message across in a world with a lot of noise’. Sir Nigel Bogle referred to BBH as a Fame Factory some time before Marketing In The Era of Accountability showed us that this was the most profitable objective for comms, and it is still what we, and our clients, aim for today. So I spoke (for 20mins) about how I think you make famous advertising GOD IS IN THE DETAIL: PROJECT COLOUR DLKW Lowe (where I work) are based in Chelsea, one of the richest areas in the world. But not everyone who lives here is wealthy. The World’s End Estate is just off the King’s Road and the children who live there are amongst the 20% most deprived in Britain, a far GOD IS IN THE DETAIL: PROJECT COLOUR #2 So last week Project Colour kicked off at Ashburnham Primary School where over 150 kids painted their version of the World’s End Estate onto our digital billboard. As week 2 of the project starts and we begin to turn their paintings into one giant collage I’ve had some time to reflect on what was a truly exciting and uplifting day. 5 things stood out for me in particular. GOD IS IN THE DETAIL: GOT TO LOVE A GOOD SLIDE If you’re anything like me (or any other planner I've ever met) you’ll get all hot under the collar over a good slide. Sometimes it’s because it’s a really useful or interesting piece of information. Sometimes it’s a masterclass in how to present something and other times it’s just because it’s pretty. GOD IS IN THE DETAIL: NOVEMBER 2015 As Einstein said, “I believe in intuition and inspiration. Imagination is more important than knowledge. For knowledge is limited, whereas imagination embraces the entire world, stimulating progress, giving birth to GOD IS IN THE DETAIL I was asked to speak about ‘how to get your message across in a world with a lot of noise’. Sir Nigel Bogle referred to BBH as a Fame Factory some time before Marketing In The Era of Accountability showed us that this was the most profitable objective for comms, and it is still what we, and our clients, aim for today. So I spoke (for 20mins) about how I think you make famous advertising GOD IS IN THE DETAIL: PROJECT COLOUR DLKW Lowe (where I work) are based in Chelsea, one of the richest areas in the world. But not everyone who lives here is wealthy. The World’s End Estate is just off the King’s Road and the children who live there are amongst the 20% most deprived in Britain, a far GOD IS IN THE DETAIL: PROJECT COLOUR #2 So last week Project Colour kicked off at Ashburnham Primary School where over 150 kids painted their version of the World’s End Estate onto our digital billboard. As week 2 of the project starts and we begin to turn their paintings into one giant collage I’ve had some time to reflect on what was a truly exciting and uplifting day. 5 things stood out for me in particular. GOD IS IN THE DETAIL: GOT TO LOVE A GOOD SLIDE If you’re anything like me (or any other planner I've ever met) you’ll get all hot under the collar over a good slide. Sometimes it’s because it’s a really useful or interesting piece of information. Sometimes it’s a masterclass in how to present something and other times it’s just because it’s pretty. GOD IS IN THE DETAIL: NOVEMBER 2015 As Einstein said, “I believe in intuition and inspiration. Imagination is more important than knowledge. For knowledge is limited, whereas imagination embraces the entire world, stimulating progress, giving birth to GOD IS IN THE DETAIL: APG NOISY THINKING: WHEN I'M CSO.... The CSOs from 7 of London's agencies each nominated one of their 20 somethings to share, within 5 minutes, their thoughts on re-imagining the planning world as if they were the CSO. GOD IS IN THE DETAIL: 10 REASONS THESE CHANEL ADS … 10 REASONS THESE CHANEL ADS SHOULD NEVER HAVE BEEN MADE. 1. The product doesn't look premium. 2. There is no human insight. 3. There GOD IS IN THE DETAIL: 2015 Imagination is more important than knowledge. For knowledge is limited, whereas imagination embraces the entire world, stimulating progress, giving birth to evolution. It is, strictly speaking, a real factor in scientific research.’4. Go outside and you will see pen portraits of great depth and meaning. ‘Pick out a cab driver. GOD IS IN THE DETAIL: JUNE 2015 Subscribe To A Few Magazines. Herons In Time And Space . ‘To overcome the various technological challenges of a night-time shot, he had built two timing devices for his camera to execute the single exposure. One device moved the focus, while the other adjusted the aperture within a single frame, so both the herons and the stars werein focus.
GOD IS IN THE DETAIL: 2016 The gaming elite have reciprocated this inter-genre love; KSI - gamer and most influential YouTuber in the UK - has even collaborated on grime tune ‘Lamborghini’ with P Money, which has amassed more than 61m views. Where you find grime and gaming, you find KFC mentioned constantly, both in lyrics or proclaimed as the ultimate fuel for gaming on social chatter. GOD IS IN THE DETAIL: 2019 Instagram thinks I’m a woman. I’m not sure how that started. Perhaps the algorithm made a horribly sexist assumption because I follow quite a lot of fashion and art and accounts like Gurls Talk and gal-dem no idea. But I know it doesn’t think I’m a bloke, because it serves me ads for menstrual cups, shapewear, lipstick, etc. GOD IS IN THE DETAIL: PROJECT COLOUR It argued that the importance of creativity in the workplace had become paramount and that this coupled with the Education Reform Act’s emphasis on the need for education to equip young people for that working life, meant that developing creative abilities should be seen as a general function of education as it would benefit allchildren. 3
GOD IS IN THE DETAIL: APG NOISY THINKING: WHEN I'M CSO.... The CSOs from 7 of London's agencies each nominated one of their 20 somethings to share, within 5 minutes, their thoughts on re-imagining the planning world as if they were the CSO. GOD IS IN THE DETAIL: THE THEORY OF ADVERTISING RELATIVITY I would love to stop by. But, I think it might have to wait until this summer. I did not know that Serlkay had ever expanded its size. I must say that a succesful family owned business in this day and age is a GOD IS IN THE DETAIL: 2017 Advertising planning strategy marketing media social campaigns brands branding agencies companies products design creativity communications GOD IS IN THE DETAIL: AUGUST 2013 GOD IS IN THE DETAILS – GUSTAV FLAUBERT Also attributed to Michelangelo, the architect Ludwig Mies van der Rohe, and the art historian Aby Warburg. ‘The Devil is in the details’ is a variant of the proverb, referring to a catch hidden in the details. GOD IS IN THE DETAIL: 2015 Imagination is more important than knowledge. For knowledge is limited, whereas imagination embraces the entire world, stimulating progress, giving birth to evolution. It is, strictly speaking, a real factor in scientific research.’4. Go outside and you will see pen portraits of great depth and meaning. ‘Pick out a cab driver. GOD IS IN THE DETAIL: JUNE 2015 Subscribe To A Few Magazines. Herons In Time And Space . ‘To overcome the various technological challenges of a night-time shot, he had built two timing devices for his camera to execute the single exposure. One device moved the focus, while the other adjusted the aperture within a single frame, so both the herons and the stars werein focus.
GOD IS IN THE DETAIL: MAY 2016 GOD IS IN THE DETAILS – GUSTAV FLAUBERT Also attributed to Michelangelo, the architect Ludwig Mies van der Rohe, and the art historian Aby Warburg. ‘The Devil is in the details’ is a variant of the proverb, referring to a catch hidden in the details. GOD IS IN THE DETAIL: VW POLO DAD AD; THREE THINGS YOU The beautiful cinematography, emotional script, heartbreaking acting and evocative song choice aside the strategy ain’t half bad either. GOD IS IN THE DETAIL I was asked to speak about ‘how to get your message across in a world with a lot of noise’. Sir Nigel Bogle referred to BBH as a Fame Factory some time before Marketing In The Era of Accountability showed us that this was the most profitable objective for comms, and it is still what we, and our clients, aim for today. So I spoke (for 20mins) about how I think you make famous advertising GOD IS IN THE DETAIL: 3 THINGS EVERY PLANNER SHOULD DO Advertising planning strategy marketing media social campaigns brands branding agencies companies products design creativity communications GOD IS IN THE DETAIL: PROJECT COLOUR DLKW Lowe (where I work) are based in Chelsea, one of the richest areas in the world. But not everyone who lives here is wealthy. The World’s End Estate is just off the King’s Road and the children who live there are amongst the 20% most deprived in Britain, a far GOD IS IN THE DETAIL: PROJECT COLOUR It argued that the importance of creativity in the workplace had become paramount and that this coupled with the Education Reform Act’s emphasis on the need for education to equip young people for that working life, meant that developing creative abilities should be seen as a general function of education as it would benefit allchildren. 3
GOD IS IN THE DETAIL: GOT TO LOVE A GOOD SLIDE If you’re anything like me (or any other planner I've ever met) you’ll get all hot under the collar over a good slide. Sometimes it’s because it’s a really useful or interesting piece of information. Sometimes it’s a masterclass in how to present something and other times it’s just because it’s pretty. GOD IS IN THE DETAIL: NOVEMBER 2015 As Einstein said, “I believe in intuition and inspiration. Imagination is more important than knowledge. For knowledge is limited, whereas imagination embraces the entire world, stimulating progress, giving birth to GOD IS IN THE DETAIL: APG NOISY THINKING: WHEN I'M CSO.... The CSOs from 7 of London's agencies each nominated one of their 20 somethings to share, within 5 minutes, their thoughts on re-imagining the planning world as if they were the CSO. GOD IS IN THE DETAIL: 2015 Imagination is more important than knowledge. For knowledge is limited, whereas imagination embraces the entire world, stimulating progress, giving birth to evolution. It is, strictly speaking, a real factor in scientific research.’4. Go outside and you will see pen portraits of great depth and meaning. ‘Pick out a cab driver. GOD IS IN THE DETAIL: 10 REASONS THESE CHANEL ADS … Sadly I've seen great work die at the hands of every single one of those reasons. Why? Because people are so desperate for advertising to be a formula they will kill anything that doesn't fit into theirnarrow view.
GOD IS IN THE DETAIL: 2016 The gaming elite have reciprocated this inter-genre love; KSI - gamer and most influential YouTuber in the UK - has even collaborated on grime tune ‘Lamborghini’ with P Money, which has amassed more than 61m views. Where you find grime and gaming, you find KFC mentioned constantly, both in lyrics or proclaimed as the ultimate fuel for gaming on social chatter. GOD IS IN THE DETAIL I was asked to speak about ‘how to get your message across in a world with a lot of noise’. Sir Nigel Bogle referred to BBH as a Fame Factory some time before Marketing In The Era of Accountability showed us that this was the most profitable objective for comms, and it is still what we, and our clients, aim for today. So I spoke (for 20mins) about how I think you make famous advertising GOD IS IN THE DETAIL: 3 THINGS EVERY PLANNER SHOULD DO Advertising planning strategy marketing media social campaigns brands branding agencies companies products design creativity communications GOD IS IN THE DETAIL: PROJECT COLOUR DLKW Lowe (where I work) are based in Chelsea, one of the richest areas in the world. But not everyone who lives here is wealthy. The World’s End Estate is just off the King’s Road and the children who live there are amongst the 20% most deprived in Britain, a far GOD IS IN THE DETAIL: PROJECT COLOUR It argued that the importance of creativity in the workplace had become paramount and that this coupled with the Education Reform Act’s emphasis on the need for education to equip young people for that working life, meant that developing creative abilities should be seen as a general function of education as it would benefit allchildren. 3
GOD IS IN THE DETAIL: GOT TO LOVE A GOOD SLIDE If you’re anything like me (or any other planner I've ever met) you’ll get all hot under the collar over a good slide. Sometimes it’s because it’s a really useful or interesting piece of information. Sometimes it’s a masterclass in how to present something and other times it’s just because it’s pretty. GOD IS IN THE DETAIL: NOVEMBER 2015 As Einstein said, “I believe in intuition and inspiration. Imagination is more important than knowledge. For knowledge is limited, whereas imagination embraces the entire world, stimulating progress, giving birth to GOD IS IN THE DETAIL: APG NOISY THINKING: WHEN I'M CSO.... The CSOs from 7 of London's agencies each nominated one of their 20 somethings to share, within 5 minutes, their thoughts on re-imagining the planning world as if they were the CSO. GOD IS IN THE DETAIL: 2015 Imagination is more important than knowledge. For knowledge is limited, whereas imagination embraces the entire world, stimulating progress, giving birth to evolution. It is, strictly speaking, a real factor in scientific research.’4. Go outside and you will see pen portraits of great depth and meaning. ‘Pick out a cab driver. GOD IS IN THE DETAIL: 10 REASONS THESE CHANEL ADS … Sadly I've seen great work die at the hands of every single one of those reasons. Why? Because people are so desperate for advertising to be a formula they will kill anything that doesn't fit into theirnarrow view.
GOD IS IN THE DETAIL: 2016 The gaming elite have reciprocated this inter-genre love; KSI - gamer and most influential YouTuber in the UK - has even collaborated on grime tune ‘Lamborghini’ with P Money, which has amassed more than 61m views. Where you find grime and gaming, you find KFC mentioned constantly, both in lyrics or proclaimed as the ultimate fuel for gaming on social chatter. GOD IS IN THE DETAIL: CIDRE; HOW STELLA CHANGED THE G(N)AME. So when Stella decided to enter the market VERY late, the challenge for their product / brand was quite a simple one – stand out. Forget about pushing any of the actual qualities of the product, achieving brand salience in a market like this is the only way to cut through. GOD IS IN THE DETAIL: 2012 This is a project to arrange advertising of a specific type and genre thematically into decks, thereby gradually creating a little library of research. It started when I realised that although I end up dong this quite a lot, whenever anyone asks me for an ad that's a bit like this or a few examples of campaigns that did that, my mind goestotally blank.
GOD IS IN THE DETAIL: OCTOBER 2013 This book is 45 very small pages long, you can read it in half an hour. That alone almost makes it worth reading. However the legendary Bernbach makes an even more compelling case than that - 'James Webb Young conveys in his little book something more valuable than the most learned and detailed texts on the subject of advertising.'. Read more».
GOD IS IN THE DETAIL: OCTOBER 2014 GOD IS IN THE DETAILS – GUSTAV FLAUBERT Also attributed to Michelangelo, the architect Ludwig Mies van der Rohe, and the art historian Aby Warburg. ‘The Devil is in the details’ is a variant of the proverb, referring to a catch hidden in the details. GOD IS IN THE DETAIL: MAY 2016 GOD IS IN THE DETAILS – GUSTAV FLAUBERT Also attributed to Michelangelo, the architect Ludwig Mies van der Rohe, and the art historian Aby Warburg. ‘The Devil is in the details’ is a variant of the proverb, referring to a catch hidden in the details. GOD IS IN THE DETAIL: JANUARY 2013 GOD IS IN THE DETAILS – GUSTAV FLAUBERT Also attributed to Michelangelo, the architect Ludwig Mies van der Rohe, and the art historian Aby Warburg. ‘The Devil is in the details’ is a variant of the proverb, referring to a catch hidden in the details. GOD IS IN THE DETAIL: 2013 On the 16th July 2013 children from Ashburnham Community School on the World’s End Estate were able to draw straight onto a 15m2 digital billboard overlooking their school via our Project Colour App, installed on iPads set up in their playground. GOD IS IN THE DETAIL: DECEMBER 2016 The gaming elite have reciprocated this inter-genre love; KSI - gamer and most influential YouTuber in the UK - has even collaborated on grime tune ‘Lamborghini’ with P Money, which has amassed more than 61m views. Where you find grime and gaming, you find KFC mentioned constantly, both in lyrics or proclaimed as the ultimate fuel for gaming on social chatter. GOD IS IN THE DETAIL: JANUARY 2014 It shows us that the vast majority of Coca-Cola’s customers very rarely buy Coca-Cola. This is also true for Pepsi. And Coca-Cola in the US. In fact this pattern ‘generalises around the world, over time, across product categories, and for all the different market research providers.’. Clearly this totally contradicts loads of‘marketing
GOD IS IN THE DETAIL: 2014 Internet Trends 2014 - Mary Meeker. I’d highly recommend reading Mary Meeker’s Internet Trends Report for 2014 as I believe it to be one of the most comprehensive yearly global studies about tech and internet use. It’s full of very useful data, trends, analyses and some great slides you could pinch for a presentation. GOD IS IN THE DETAIL thoughts on advertising, planning and all other attempts to sell something. Go to byLUCIAN.com for my paintings. MONDAY, 19 AUGUST 2019 10 REASONS THESE CHANEL ADS SHOULD NEVER HAVE BEEN MADE 1. The product doesn't look premium. 2. There is no human insight. 3. There is no customer benefit. 4. There is no call to action. 5. There is no brand purpose. 6. There should be a hashtag so people can join the conversation. 7. There is no reason to believe. 8. It's category generic. 9. Not consistent with the rest of the Chanel brand world. 10. No integrated user journey. The list could go on.... and yet they are (in my not-humble opinion) as close to perfect as ads can get. Sadly I've seen great work die at the hands of every single one of those reasons. Why? Because people are so desperate for advertising to be a formula they will kill anything that doesn't fit into theirnarrow view.
The moral of the story, sometimes great advertising doesn't fit into your rules. So fuck your rules. Posted by Lucian Trestlerat 11:16
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THURSDAY, 11 OCTOBER 2018 FAME FACTORY: STRATEGY IS TIMELESS BUT EXECUTION MUST BE TIMELY. Earlier this year I went to Bucharest to attend the tech conference icee.fest . I saw some fairly breathtaking presentations from production companies Happy Finish  and Hammerhead , on the capabilities of VR, AR and AI. If you want to see how this tech is impacting creativity (as opposed to just hear these buzzwords being thrown around the ad industry…) I’d recommend you go next year. I was asked to speak about ‘how to get your message across in a world with a lot of noise’. Sir Nigel Bogle referred to BBH as a Fame Factory some time before Marketing In The Era of Accountability showed us that this was the most profitable objective for comms, and it is still what we, and our clients, aim for today. So I spoke (for 20mins) about how I think you make famous advertising, using case studies from Nike, PlayStation, Absolut, Ikea, KFC and Justice4Grenfell. I also used the talk to trail a new product that we are launching called >next-to-no-money_fame_ – a low risk, high return way to access BBH’s fame making creativity. Stay tuned for more on thatsoon.
Thanks, Lucian .
Posted by Lucian Trestlerat 12:03
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FRIDAY, 25 MAY 2018
MAKING GREAT ADVERTISING IS REALLY SIMPLE. IT'S ALSO REALLY HARD. >ORIGINALLY PUBLISHEDÂ ON BBH LABS, READ THE FULL ARTICLE Posted by Lucian Trestlerat 11:04
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MONDAY, 29 JANUARY 2018 FORGET ‘MANIFESTOS’. BRAND ADS SHOULD BE AS SHORT AS POSSIBLE. I’ve got a few problems with brand ‘manifesto’ ads. With a couple of notable exceptions, they are just strategy set to a mood film. They over explain something that didn’t need explaining. They veer into topics unrelated to the product. They try too hard to be liked. Most off all, I hate that they are all long. If simplicity is the ultimate sophistication, and you have a finite media budget, and human attention is a rare commodity, then why not say it fast? Because you need 90s to say what your brand wants tosay!? Bollocks.
Muhammad Ali, Hanz Zimmer and Banksy are proof that you can distil complex ideas, and that they are more powerful when refined. The world’s shortest poem, a BBH favourite.In Jim
Carroll’s words, ‘I particularly like Ali’s poem because it suggests two fundamental questions: who am I?; who are we? Sometimes I suspect that these may be the two most important questions of all.’ Hanz Zimmer explored the sound of the Joker, the sound of anarchy by writing more than 9000 bars of music. This was refined into 2 notes ‘that clash beautifully with each other. That get tighter and tighter but never break… You can hear a second of this thing and you know the Joker is lurking somewhere.’ A Banksy in Bethlem commenting on the region’s geopoliticalconflict.
Short is fast.
Short is memorable.
Short is a competitive edge.Nuff said.
------
(this article was originally posted on BBH Labs)
Posted by Lucian Trestlerat 10:23
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TUESDAY, 26 SEPTEMBER 2017 3 FILMS YOU'VE GOT TO SEE BECAUSE THEY ARE FUCKING PROFOUND _#1 EMBRACE OF THE SERPENT_ A story of colonialisiation. Questions about knowledge and progress. Mysterious. Morally complex. Makes you think. It might give you an existential crisis. It will make you sad. If you're looking to get sucker-punched by a film, then this is foryou
_#2 MACBETH_
With Fassbender in the lead and Marion Cotillard playing Lady Macbeth, it's hard to imagine I will ever see this play performed with such intensity elsewhere. With Justin Kurzel directing (of Snowtown fame) and Adam Arkapaw (True Detective) as DOP, it is a sinister and epic portrayal of madness, cruelty and medieval Scotland. Watch it on as big a screen as you can. _#3 HOTEL CHEVALIER_ Is it still unfashionable to like Wes Anderson? Well I LOVE everything he’s ever made. And if you do too but have never seen this short prelude to The Darjeeling Limited, then you’re in luck. Featuring Natalie Portman and Jason Schwartzman but most importantly, the most drop dead gorgeous soundtrack of all time; ' Where do you go to' by Peter Sarstedt, this will be the best 10 mins of your day. lemme know what you think @LucianTrestler p.s. Embrace Of The Serpent & MacBeth are free on Amazon Prime. Posted by Lucian Trestlerat 15:39
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WEDNESDAY, 13 SEPTEMBER 2017 MOST ADVERTISING DOESN'T EVEN GET THE BASICS RIGHT This is from Claude C. Hopkins, Scientific Advertising: Being Specific, _published in 1923._ Still, everyday marketing professionals decide that they have such a "strong rational product claim" that are going to make exactly such a platitude. What's more, they also decide that they don't want any creative thought whatsoever to 'get in the way' of making such astatement:
How does this happen? Some data tells them that having the best camera is the key purchasedriver.
They make a phone with a camera that they can claim is the best. Some people in the focus group decide that this advert says, 'this phone has the best camera' most clearly and so the advert is just a picture of the phone with a generic claim. Same as everyone else's. Part of the 84% of advertising that is not remembered at all. This happens when you don't have a basic education in how creativity and communication work. When you aren't aware of the mountains of data linking creativity to commercial return. When you aren't aware of the power of emotion over reason to drive business results. When you have no respect for the power of an idea. When you aren't even aware of some of the basics of copywriting established nearly 100 fucking yearsago.
You don't need to do a lot of reading to learn these things. And when you do, you might stop saying things and start communicating theminstead.
Thoughts? Gimme a shout @LucianTrestler Posted by Lucian Trestlerat 11:41
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WEDNESDAY, 9 AUGUST 2017 HAVING NOTHING TO SAY IS A BLESSING IN DISGUISEWhat's the insight?
What's the claim?
What's the reason to believe? How did the script do in the focus groups? What's the key message takeout? Is it actively engaging? On and on and on go the questions that bury us in so much complexity that we over complicate the simplest of tasks. 'Just say the brand name in a way people will remember it' is the answer to most communications briefs. It's rarely more complicatedthan that.
ADVERTISING IS VERY SIMPLE. It's also very hard. That is why it is becoming a pseudo-science where people hide in complexity. Bernbach warned against it. (thanks @rshotton) So when you've got a product, agency and client who are free enough to just make us remember the product and the brand, amazing things canhappen.
These are two of the best ads of all time. All the data tells us that being different and distinctive makes for effective comms. So let's fuck off all the constraints of trying to add 'science' and get back to the art of making people remember us. Posted by Lucian Trestlerat 15:07
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GOD IS IN THE DETAILS – GUSTAV FLAUBERT Also attributed to Michelangelo, the architect Ludwig Mies van der Rohe, and the art historian Aby Warburg. ‘The Devil is in the details’ is a variant of the proverb, referring to a catch hidden in the details. ‘Governing is in the details’’and ‘The truth, if it exists, is in the details’ are recent variants. Simple theme. Powered by Blogger .Details
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