Steve Hastings, WARC Exclusive, March 2017, pp. 47-47
This short article looks at John Griffiths' and Tracey Follows' '98% Pure Potato' which explains the origins of advertising account planning, from its early beginnings in the 1960s in the UK, and goes on to examine its present and future.
Richard Huntington, Admap, September 2016, pp. 16-18
This article argues that the real role of the strategist is to find new growth by answering the big questions that face the organisation and embracing the need to step beyond the conditions that have delivered success to date.
John Shaw, Admap, September 2016, pp. 22-24
This article argues that creativity is essential when trying to establish brand difference as increasing numbers of companies now use their brand as a way to guide all decisions and to embody what it is that makes them different from and better than their competition.
Joseph Clift, Event Reports, Cannes Lions, June 2016
This event report covers the Future of Strategy session held by Warc in Cannes, looking at the role of planners, opportunities in new tech, and why proven methods of gathering insights are still necessary.
Joseph Clift, Event Reports, Mediatel, March 2015
This event report looks at some of the major challenges facing media planners, including the role of programmatic buying, the viewability of digital advertising and the ever-changing media habits of consumers.