The term 'strategic intent' entered our lexicon in 1989 with an article by that title appearing in the Harvard Business Review. The authors are Gary Hamel and (the late) C K Prahalad.
By Sid Peimer 1 Dec 2013 12:48
The cash register in an agency is the PowerPoint presentation (not just the PowerPoint, but the whole package that comes with it - which is usually you).
By Sid Peimer 27 Nov 2013 05:05
I am not going to pontificate upon the merits of creative awards, neither the fact that a large amount of winning entries are not necessarily in the interests of paying clients.
By Sid Peimer 24 Nov 2013 10:07
I always thought that you were either creative or not. I also felt that I had an uncanny ability to determine whether an applicant would be a good planner or not. Either you had it or you didn't. Boy was I wrong.
By Sid Peimer 22 Nov 2013 06:40
Imagine you're at a workshop, and that you're matched with another delegate. Your task is to explain how to buy a Big Mac from a drive-through. The twist in the tale is that you must assume the person is from the 1700s.
By Sid Peimer 15 Oct 2013 07:54
This is the second in a two-part series on insights. The first article 'Why insights should not be in creative briefs' can be found here.
By Sid Peimer 14 Oct 2013 12:03
Don't panic. I'm not saying that insights aren't important. I'm just saying that they're not a prerequisite for great advertising.
By Sid Peimer 3 Oct 2013 04:34
Say for example there is a drug on the market that enhances creativity. Just say. We call that Drug A...
By Sid Peimer 26 Sep 2013 07:33
An innovation blind spot cost Philips Electronics US$2.5bn in the form of write-offs. They brought out the magnificent HDTV in 1980; unfortunately they were 20 years too early.
By Sid Peimer 10 Sep 2013 06:53
The subject of creativity is an elusive one (especially on Fridays at lunch time), so perhaps it's time to go back to school...
By Sid Peimer 4 Sep 2013 06:28
It's like the Gods must be crazy except the Coke bottle is an actress...
By Sid Peimer 2 Sep 2013 07:34
Sergei Pavlovich Nepobedimyi came up with an invention that had a devastating impact in the Middle East during the conflict of 1973, where 180 tanks were lost on day one, mostly courtesy of the Sagger. (1)
By Sid Peimer 27 Aug 2013 07:48
For the residents of the Hebrides, if you had head lice you were healthy. Now you ask: What has this got to do with advertising? Read on...
By Sid Peimer 22 Aug 2013 11:03
With the awesome power of sparklines, you can condense 20 PowerPoint slides into one. And what's more, Excel 2010 can do it for you. Let's take a look at an example.
By Sid Peimer 21 Aug 2013 09:02
Research shows that the predictor of an agency switch is a perceived improvement of the agency's creative product .
By Sid Peimer 12 Aug 2013 08:24
Processing of advertising (or any message) by consumers has been the battlefield for many client-agency relationships. The client wants the benefit, product, and price; the agency wants to tell a story they'd be proud to claim as their own. But how do consumers process information that they don't actively seek out?
By Sid Peimer 11 Jul 2013 13:23
In 1993, a scientist at P&G was playing around with hydroxypropyl beta cyclodextrin. It also happens that he was a smoker - and his wife hated the smell...
By Sid Peimer 27 Jun 2013 06:16
You may have heard of lean manufacturing. Don't worry if you haven't, it simply means the elimination of waste in satisfying customer needs. Now what about Lean Advertising?
By Sid Peimer 20 Jun 2013 05:03
In his book 'Outliers', Malcolm Gladwell states that you need to have completed 10,000 hours of your chosen profession to reach a level of mastery; to be better than everyone else; to be an outlier. If you've been in your job more than 10 years, you're probably one too. So don't sell yourself short - whether client service, creative or planner, if you've done 10,000 hours you're a pro.
By Sid Peimer 25 Feb 2013 18:55
Taking a brief is a misnomer. That's as dangerous as taking candy from a stranger (in a long coat). You are sitting in front of the client because he/she wants something. And it's not a Loerie...
By Sid Peimer 1 Feb 2013 07:01
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