Creating strategy for clients who need breakthrough thinking and are looking for innovation.
If I had to choose one thing I love, it would have to be presenting and pitching for new business.
I’m passionate about creativity and love the challenge of working with other passionate people. Not interested in politics or bullshit. Rarely use jargon, though I do tend to say ‘engaging the consumer on an emotional level’ rather too much. At my best when I’m on my feet, presenting.
As to how I approach a strategic brief, Jon Steel who wrote as far as I'm concerned, the Bible of account planning, advocated an approach that was based on simplicity, common sense and creativity.
Conventional strategists/planners are said to be the 'voice of the consumer'. They will examine trends, analyse market data, conduct qualitative research and crunch a few terabytes of data to gain insights into the consumers mind.
This is all well and good and the least you'd expect from a strategist, but without the 'creative leap' you'll end up with a 'followers strategy'.
I believe innovation has never been more important, but don't rely on the consumer pointing you in the right direction because the consumer is rarely good at predicting the future, that requires creativity and intuition. In my view the best planners are creative thinkers, who can combine data with an instinctive understanding of the consumer.
For obvious confidentiality reasons, it is difficult to talk in detail about the strategies you've devised and how you've helped agencies win new business. There's also the vexed issue of every bugger claiming to have been the author of success. What I can say, at the risk of being denounced as a 'Tall Poppy' is - I have an outstanding track record in winning pitches, and would love to prove it to you.
NZRU
This was a fiercely contested pitch for a much coveted piece of business. 'We' won the account with a strategy that was inspired by insights from the NFL, the most successful sport in the USA.
Glengarry
Voted one of the World's finest wine merchants, though you'd never know from visiting their old website. The brand story needed to be told online in a way that engaged the consumer and positioned the business as 'passionate about quality, fanatical about value'.
Dick Smith Electronics
Clients will often say they appointed an Ad Agency because: "They showed a greater understanding of our business". Running workshops that involve the client is perhaps the finest way of building rapport and demonstrating your passion for their business, as was proved here.
Heinz Foods
The client wanted an innovative premium fish product. The trouble was, they demanded it had to be in a can. In the workshop we used a creative technique known as 'Think the unthinkable', the result? Steam Cuisine a genuine innovation and a runaway success without a can in sight.
Sharkproof
OK, a shameless plug for my own invention. A device that deters sharks from attacking divers. Not sold enough to retire just yet, if you're interested why not visit the website.
http://www.sharkproof.tv