The real power of online communities

Neil Perkin over at Only Dead Fish gave a presentation at the IMM conference in Surrey recently on the topic of the power of online communities. To make it different, Mark Earls suggested that he get the content for the presentation from the online community themselves. After a few days of reaching out to people on Twitter, Neil was able to gather a number of slides (one from each person who was contributing), which he then edited and gave his own introduction and conclusion to so that the overall product was coherent. The final result is below. I’m glad to say I was part of this rather interesting experiment.

Neil said it went down well with the audience, so hurray for all of us who participated:

Jon, Charles, Jason, Willem, Will, David, Andrew, Facu, Stan, Sam, Katy, John, Gemma, Faris, Dan, Mark, Graeme, Jim, Mark, Ben , Niko, Simon, Ian, Andy, Eaon, Matt and me.

More power to the people, I say!

Planning around the world

I was at an APG talk last evening by Guy Murphy, Global Planning Director at JWT, on the subject ‘Planning around the world’. Essentially he spoke about how markets in East and South Asia, and some in areas like Russia, Ukraine, the Middle East and Africa are growing rapidly and provide an arena to experiment with creative thoughts and ideas in a way that more mature markets like the UK and US don’t, and also how the approach to planning differs considerably around the globe. It was a great talk, and what I’d like to do here is link to resources or case studies (ads) that were shown yesterday that are particularly demonstrative of this fact, and interesting to know.

1. BRIC Pop, a site based on research for a book that documents the next global trends in pop culture, which will come from the four super-powers of the future: Brazil, Russia, India and China, by Richard Monturo.

2. The work of John Quelch, a professor at Harvard Business School. An insightful post he wrote on his blog recently is ‘how to create a blockbuster’.

3. Ads that illustrate some of the planning work in
-The UK and US: the MTV ad against drunken driving and the Stride Office Park ad for chewing gum. The need of the hour for people here is to function as change agents and innovate because these markets have well-established brands and mature consumers.

– Japan, Australia, France, Canada: the Ford Mondeo balloon ad (this is a homemade version and apparently the car really did lift off!!), the KitKat Break Ultime ad (great animation – it’s almost like watching a film, not an ad), and the Schick Hige Chen website (it’s Japanese) which is basically a site that allows men to visualise themselves with beards and moustaches because the brand realised that 80% of the men in Japan don’t have facial hair out of choice. In countries like these, planners need to be fighters, with no doubt about the usefulness of planning.

– China, Russia, Argentina, Saudi Arabia, Poland: the Knorr Love Story ad (Guy said that there’s no way the UK, for example, could have got away with this kind of sentiment but it worked well in Argentina). Planners here need to be pioneers, but keep the thought simple or risk looking stupid.

– India. Surprisingly, this was the only country he mentioned in this category, because it has a long history of planning due to its historical links with Britain, and yet a market that is just growing. So, like the Kurkure brand promo idea that shows a man on fire, it’s a place where you can really let your creative juices flow.

Mixing it up for everyone’s good

Paul Isakson was the first person I interviewed for this blog, and I mentioned that it was his insightful presentation titled ‘What’s Next in Marketing & Advertising‘ that made me want to know more of his thoughts in the first place. Well, Uwe Gutschow and Don Longfellow have remixed his original presentation and created ‘What’s next in Advertising – Moving from Advertising to Marketing’, an equally interesting presentation. I love the way they have mashed it up. This is truly the age of information-sharing. Here it is: