January 2012
1 post
Co Creation! Can Market Researchers be Creative?
I believe Co Creation is one way to go forward in developing innovative ideas. In the past when focus groups were the norm - I always pushed Creatives and Designers to get involved inside the group. Now a new trend has appeared from market research agencies as an alternative to focus groups - Co Creation! Hurrah. Often it is the research people that are leading the Co Creation process from...
September 2011
1 post
Validation or Imagination. What do we really want...
http://www.linkedin.com/groups?gid=2831776&trk=hb_side_g
July 2011
1 post
innovate : live ™ NEW RELEASE
Real time insight tool for anyone interested in true creativity.
http://www.craftofinnovationclub.com/innovate___live.html
October 2010
1 post
Becoming a true Viking.
It always impressed me how the real global players of history were the Vikings - who every Winter would leave Sweden and the dark behind to go on an interesting adventure in warmer areas of the globe.
I too have decided that I will mix it up a lot more, breaking up my Winters here in Stockholm but returning every now and again. I will look for adventure in Puglia and Buenos Aires during the...
July 2010
2 posts
Recharge Creativity the Stockholm way.
One thing I find so refreshing about living in Stockholm is that everybody disappears for a month to the countryside or archipelago and just relaxes.
I find it is a time that you can really think with no interruptions - a great time to build plans and look where things are going.
I mix this up with my family and fishing and it becomes the perfect escape for me. When I come into the city there...
Empower & Engage. No more pitches!
I believe the way forward is to take key decision holders within the brand team, turn up the heat and boil in an inspiring environment. Bringing in relevant experts and consumer guests as co creation stimuli.
The way agencies work with some progressive brand clients has to be challenged. Not all agencies have the same process but the basic result is that they end up pitching an idea within a...
June 2010
3 posts
Crash and Burn. When will the bullshit end?
It really amuses me when people in our business set out and start something new.
You can imagine it most of them ad agency/digital people sitting around a nice designed table, looking for a direction which will make them stand out.
Talented people with their own branding skill set and yet when starting new ventures for their own brand come up with positioning bull like:
We’re an...
Viral Death in 12 easy steps!
This is the way to organically grow a digital film into a hit viral and not killing the idea!
1. Interaction/personalization is key. Any technology used must be easy to use - duh! http://en.tackfilm.se/
2. Simple straightforward storyline which should run for no longer than 2 minutes. Some creatives get excited at writing such a long script and produce overcomplicated trite/shit....
Pepsico Co Creation. Collaborate Now?
This is the way forward in my opinion and a step in the right direction.
NEW YORK: PepsiCo, the soft drinks giant, is seeking to move away from marketing based on a “big brand” philosophy and towards an approach that connects with its target audience in a more direct way. Frank Cooper III, chief consumer engagement officer for PepsiCo’s US beverage arm, argued that changing...
May 2010
5 posts
12 Secret Tips to create hit Global Brand Virals!
1. Interaction/personalization is key. Any technology used must be easy to use - duh! http://en.tackfilm.se/
2. Simple straightforward storyline which should run for no longer than 2 minutes. Some creatives get excited at writing such a long script and produce overcomplicated trite/shit. www.mymagnum.com
3. Don’t just add a logo or tagline to a really cool film idea if it makes little...
No more focus groups! Moderators must be shot at...
I still can’t believe in 2010 that we are still doing these one way mirror - crap groups - showing concepts - getting feedback and making decisons with hack moderators and their agencies loooking in.
The client is always smug because they want the report to cover their back - so they can make the ‘right’ decision. Or have the back up in case they need to point the finger. What...
Shame on you BBH & Vodafone UK!
Last night I was actually shocked to see a finished TV concept in London that is so far away from the original strategy it is absurd.
In my opinion this simplistic drivel is not only ineffective but ultimately will be damaging to the brand. Any brand that puts out communication that is this weak and confusing deserves what it gets!
http://www.youtube.com/watch?v=qK9F644H0-A
After working...
Deadwood baby. Digital virals are not made!
They are discovered like gold, followed and supported by people who enjoy what they see.
Often clients want to be sold a viral but many of them do not have the understanding or commitment to produce something single minded with a gold nugget capability.
After being involved with the Hero team who up to date have 31 million hits on their viral worldwide - www.tackfilm.se/en
Basic rules must be...
Collaborate or Die!
It is a new world of marketing and media right now. Hurrah!
Because not much has changed in the agency world since Don Draper and the sixties mentality of Madison Avenue.
The new beginning is not just opportunities for joint ventures but to be innovative in the way people relate to your brand. This means collaborating in different ways.
Such as joint programming ventures which can then be...