New international app for ad industry launches

The free 'Fast Strategy' app has been designed to provide planners and strategists with practical and motivational tips to help them to move forward when they are staring at a blank page or are drowning in data.

It allows users to read, rank and rate the existing tips, share them via social media, and allows anyone from around the world to upload their own, making it an ever expanding resource that will aid and unite planners on a global scale.

Download the free app at: http://tinyurl.com/faststrategy.

Says Amelia Torode, head of Strategy and Innovation, VCCP: "This is the first stand-alone public app that the IPA has ever done and we want it to become a magnet for people to upload their strategic "road-block" tips. As well as uniting the planning community we are also keen to involve big names from within the creative technology world and for it to become the world's largest shared planning resource."

Says Nicola Mendelsohn, IPA president and executive chairman and partner, Karmarama: "As I pledged in my inaugural speech, my aim is to create a new generation of creative pioneers by developing better skills and creating better connections. This app will address both of these areas; by sharing advice through technology on an industry-wide and global scale, ultimately we will become smarter and more valuable to our clients."

Says Claire Myerscough, business intelligence director, News International: "News International is pleased to support this iPad and iPhone app which we hope will become a valuable tool in the strategic planning process."

Tips include:

Nicola Mendelsohn, IPA president and chairman and partner, Karmarama: "Choose an enemy, work out how they would destroy your brand and what your counterattack would be."

James Harding, editor, The Times: "Decide your objective, then work backwards from it, determining where you will need to be at each stage in order to reach your goal."

Jim Carroll, UK chairman, Bartle Bogle Hegarty: "Remember that our own lives can often be best understood by mapping the things we didn't do, the words we didn't say. Always consider a brand's unspoken truth, quiet regret, path not taken. Because in its silence and inaction may reside its strength and identity."

Les Binet, European director, DDB Matrix: "Forget trying to change loyalty or product usage - you'll probably fail. Just aim to make everyone in the market slightly more likely to choose your brand each time they make a purchase. And the main way to do that is to make them feel something, not to tell them something."

Amelia Torode, head of Strategy and Innovation, VCCP: "Try to think about the elements of your strategy in the way that a courtroom lawyer might - consider the case that you are wanting to prove and try and sum up each component in a way that you think would memorably resonate with the jury, e.g. if the glove don't fit you must acquit. Then build your strategic narrative from there."

Jeremy Bullmore, WPP: "Following Edward de Bono's concept of "Intermediate Impossible" to break out of the confines of your thinking on some issue, always unlocks something. For example, if you're asked to make more money from aircraft - try imagining that the planes can't leave the ground. This forces you to think about audio/video, food, luggage, seating etc. So, for any advertising brief - try imagining you can't advertise in the normal way! What would you do? Once your thinking is out of the rut, you can, of course, revert to the original brief..."