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  • Posts Tagged ‘Charles Wigley’

    • “Differentiate – or Die”

      22nd August 12

      Posted by Mel Exon

      Posted in Brands, Insight

      Author: Chaz Wigley, Chairman, BBH Asia Pacific

      It was about 2 years ago that Emma, Jim and myself started talking and writing about the ‘marketing wind tunnel’ that we as an industry seem to have gotten ourselves into (this blog has plenty of past pieces). The thinking being that, because we all broadly follow the same consumer insight led and validated process, we produce far more sameness than difference.

      In the light of this, it’s fascinating to see Tyler Brule’s latest ‘Fast Lane’ piece in the FT where he inveighs against the same issues, but this time in the context of magazines, airlines, hotels and shops. It’s well worth a read for those who haven’t yet seen it (and always gratifying to see an FT journalist cry ‘Bullshit !’ on corporate excuses):

      “Spend a bit of time at a US newsstand and it’s clear that the crisis in the magazine industry isn’t so much about plastering covers with hash tags, the problem is that everything looks and feels alarmingly the same.. We’ve come to a point in our popular and consumer culture where uniformity isn’t just stifling innovation, it’s also making consumers number and dumber.

      …Magazines should focus on what their most loyal consumers are looking for – something new to read.”

      From Tyler Brule's column in the Financial Times, August 18/19, 2012

      From our point of view, many presentations and a number of articles later, the response we get from marketing teams is a consistent ‘Yes we agree, but how do we change things within the context of my organisation?‘ (sub-text: ‘where I don’t feel I have the power to do so myself ‘). Quite possibly the subject of our next initiative. Bring on the organisational change consultants!

    • The Anti Wind Tunnel Marketing Movement!

      6th October 10

      Posted by Mel Exon

      Posted in Brands, Insight

      Author: Charles Wigley, Chairman, BBH Asia Pacific

      Following our series of Labs posts tackling the issue of “Wind Tunnel” marketing, the natural next step was to put the thinking out into the wild and see what we could learn… I recently ran a workshop at the SPIKES creative festival in Singapore, where solutions were brainstormed by the 100 + attendees.

      I began with a run-through of the issue as we see it:



      And the workshop attendees responded. Below are just some of the ideas that came out, we’d love to hear any you have to add.

      Some of the most popular practical solutions to the key areas discussed (measured by that highly accurate methodology of level of cheers and clapping at the end of the session) were as follows :

      The Overall Strategic Process

      - Twin team it on major projects – one that the client sees that follows the set process, the other that just has a blank canvas and no set rules

      - Follow your gut irrespective of set process – and get more skilled at post rationalisation

      Consumer Research

      - Scrap it ! – well, it was a predominantly creative audience

      - Aim off – always ensure you also  talk to people intentionally outside of the core target that everyone else is talking to. There maybe unearthed gems there

      - Ask ‘why’ more often than ‘what’ – reportage is useless, the reasons behind the actions are what people a looking for

      Client Management

      - Creatives more involved in client management – clearly there’s a lot of folk who want to come out of the back room

      - Stop hiring ourselves again and again – how can we build difference into our hiring policies?

      - Forced job swaps – agency people should work as clients for a while and vice – versa

      - Earlier and deeper – agencies arrive too late too often. What can they do to swim upstream in the client briefing process?

      Creative Inspiration

      - Creative speed dating – too much time working opposite the same person. Time for some new inspiration from different people in the building. Quickly. And ones with different skill sets – eg tech.

      - Stop looking at advertising – too much cannibalism. If our only influence is advertising…..then our output will be more…er…….advertising.

      - Move the office to the beach – well, that’s the audience again for you  (when they get there they’ll probably discover management has been there for a while).

      Again, these are just a starter for ten. We’d love to know your thoughts.

      ****

      Also check out Jim Carroll’s Manifesto here.

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