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
– 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
– 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 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.