Ever heard of a “Chalkbot”?
Me neither before today.
Check it out …. 100,000 messages of hope shared through this “new media” during the Tour de France. Literally “owning a piece of the road”.
Clever.
Archive for the ‘Planning’ Category
แนะนำเว็บไซต์ ข้อมูลการตลาดในประเทศไทย
Thursday, June 18th, 2009ขอแนะนำเว็บไซต์เกี่ยวที่รวบรวมข้อมูลล่าสุดเกียวกับ การเคลื่อนไหวในแวดวงการตลาด กระแสผู้บริโภค หรือสื่อใหม่ๆที่น่าสนใจ
นอกจากนี้ยังรวบรวมผลงานวิจัยทางการตลาด (Special Report) ไว้ในอีกหลากหลายแง่มุม โดยเฉพาะพฤติกรรมผู้บริโภค เพียงคุณ คลิก ไปที่ website www.marketingoops.com
Three years in a row …. Asian Marketing Effectiveness Award Winners
Thursday, June 4th, 2009
Sorry to blow our trumpet, it’s not the real goal of “jwtantenna”, but we got a bit excited, again.
Last week the 2009 Asian Marketing Effectiveness Awards were announced in Hong Kong.
JWT Activation Thailand took a Silver in the Events category for its work with Nokia (Star Trials campaign) as well as the agency being a Finalist in Best Use of Design for Kleenex Vintage Collection.
Like most agencies, we really pride ourselves on the quality and creativity of what we produce, but it is doubly rewarding when the work gets recognition for being among the most effective in Asia.
This is our third consecutive year of winning these AME awards. Last year work for Muang Thai Life Insurance and Breeze (detergent) won awards, the year before Nicorette and Viagra.
We could be wrong, but we think we’ve won more efectiveness awards, more consistently, than any other agency in Thailand.
Sorry for boasting. Just couldn’t resist it today.
To see the case study video please click here.
Brands and Branding
Wednesday, June 3rd, 2009Today we’ll just scratch the surface.
brandchannel.com (yes the URL is http://brandchannel.com) bills itself as the world’s Only On-line Exchange about Branding.
Sign-up for the email newsletter and every week you’ll get a bunch of interesting articles. If you go to their website you can search by topic/browse their archives. One great link is “Books”, this has mini-reviews/introductions to over 1000 books on Brands, Branding and related subjects.
On the subject of books.
One of the earliest papers on Brands is Stephen King’s classic (the founder of Account Planning in JWT) “What is a Brand?”
The paper has recently been reproduced along with many of Stephen’s King’s works in: “A Master Class In Brand Planning – The Timeless Works of Stephen King” published by John Wiley and Sons (Oct. 2007). Amazon UK sells it here:
More recent articles, but an older publication is “Understanding Brands: by Ten Experts Who Do”
Published by Kogan Page in 1996 this is now out of print though Amazon UK (and no doubt other on-line retailers) have used copies for sale here.
“BRANDWEEK” the US sister publication of “ADWEEK” have a good site with breaking news regarding all aspects of branding and brands.
You can check out the site at www.brandweek.com
They also give a choice of daily or weekly newsletters and updates. Free subscriptions to specialist areas such as “Green Reports”, “Digital”, “Packaging and Design”, “Shopper Marketing” and “Promotions and Incentives” too.
One last one for today, another blog, this one named “BrandBlog” – as it says “Brand Blog, a marketing and branding information blog. Providing a daily dose of news and features from the world of the brand experience, media, and advertising industry for both the consumer and branding professional”.
A fascinating mix of articles, pdfs, web-links, podcasts and films all related to Brands and Branding. Today’s blog alone has around 30 entries!
Is it any wonder JWT’s Philosphy is based around “Time”? It’s the new currency and what too many people have too little of.
Enjoy.
Trendwatching – June is “Foreverism”
Monday, June 1st, 2009trendwatching.com is a fantastic website for … watching trends.
We subscribe to the annual study, but for nothing, nada, gratis, free …. anyone can get their trendwatching briefings – good, well-exampled, clear briefings on a trend that’s hot.
The June 2009 one is entitled Foreverism, (click on it and it’s yours) how Consumers and Businesses are embracing conversations (aided by new media in many instances).
Afte reading that scroll down to the bottom of the trendwatching briefing and get (again free) any one or all of the previous 60+ briefings they have written.
Do it, you’d be crazy not to.
Cool and Very Clever!
Saturday, May 16th, 2009Andrea Betti, Strategic Planning Director at JWT Milan, heads up a Global Cool-hunting team.
Periodically she and her team issue a ChuCo report, covering the best in Cool Communications ideas from around the world. An idea might be ambient, Viral, Digital, clever use of media, whatever.
I love her team’s work and these reports. Very inspiring.
Although the compilation is JWT’s the work is a reflection of good work from many different agencies, us included.
Here are the two most recent reports, one from Jan-Feb 2009 and one from March-April 2009.
Huge thanks to Andrea for sharing them us and allowing us to share them with you.
Looking for Ideas?
Friday, May 15th, 2009If you’re in the mood to be inspired look no further.
Click on 999 business ideas from Seth Godin’s Alternative MBA interns. (Nine remarkable interns selected from thousands that applied for Seth’s Alternative MBA internship in Dec 08).
To find out more about Seth, his ideas and thinking check out his blog by clicking here:
Talking from experience coming up with a business idea is not nearly as hard as making it happen and then making it profitable. It’s all too easy to find an excuse as to why it can’t be done – I don’t have the time, I can’t spare the money etc.
That’s why we would be interested in hearing from you …… tell us about your ideas, the ideas you’ve put into practice and what you learned in the process.
This post was authored by Sarah Anderson. Thank you Sarah
Think Digital
Tuesday, May 12th, 2009I confess, I’m a fan.
Simon Silvester of YR/Wunderman (sometimes one, sometimes the other, sometimes both) writes intelligently, knowledgeably and crisply about many things.
In the WPP world (of which JWT is a part) he has won many awards for his writing in our annual Atticus competitions.
One of his latest works is called How To Think Digital. amazon.uk retails it. Or you can download a PDF below.
http://www.pubs.wunderman.com/digital
At the same site there is link to some of his earlier publications including “My Brain Hurts“. How the Digital revolution is leaving the consumer behind.
Don’t get left behind.
Thanks for sharing this Simon.
“Account Planning” or “Strategy Planning”?
Monday, May 11th, 2009In 2008, the 40th anniversary of planning was celebrated at both JWT London and DDB London (formerly BMP) … the two agencies that founded it, in the same year, in the same city.
40 years on, planning has spread around the world, but there is still confusion about whether its “Strategy Planning” or “Account Planning”. In Asia, certainly, many agencies call it Strategy Planning.
So although this isn’t really a “planning blog” as such, I’d like to set the record straight, as well as share some sources of information for finding out more about agency planning.
To cut to the quick … it’s actually Account Planning.
By reference to its origins, a good place to read about the early days is the volume “A Master Class in Brand Planning. The Timeless Works of Stephen King” published by Wiley 2007 and available at Amazon here.
JWT’s Stephen King wrote about the disipline’s origins in “The Anatomy of Account Planning“, while Stanley Pollitt (Planning’s co-founder with Stephen King, but at BMP) wrote of it in “How I Started Account Planning in Agencies“. Both of these articles are contained in the above book.
If you want to read simple definitions of what Planning is, and does, then a good place to start is to take a look at the Account Planning Group’s website here:
This includes lots of goodies, links to APG bodies in a number of other countries and two definitive papers called “What is Account Planning?” published in 1986 and 2007.
WPP’s Planning Head, Jon Steel, has written the definitive book on the subject – “Truth, Lies and Advertising. The Art of Account Planning”.
Does the name matter? In the case of roses at least, Shakespeare tell us it matters not.
In the case of planning? Perhaps not if we are doing the right things.
Fundamentally that means being the strategist (yes that word!) on the account. That’s not a consultant, someone wheeled in and out of the backroom for spin-doctoring sessions, but someone with a deep knowledge of the brand, consumer and communications on the account. A vital part of the team. Simply, that is why we are called Account Planners.
“The Cube” – Brand New JWT Bangkok Research
Sunday, April 26th, 2009
Have you ever thought how great it would be if you could see right inside your customer’s heart and mind to see what drives their behaviour and actions?
What dreams they have, what makes them happy, what new experiences they most desire?
If we knew this, we could bring our brand much closer to our customers by delivering experiences that are memorable, beneficial to them and increase our emotional bonding.
And if we could speak to them at precisely the right time and place they most want to hear from us, it would strengthen our relationship and build even greater empathy.
Well now you can …….
At JWT Bangkok we’ve invested in some very unique research that tells us …..
- What touch points (channel opportunities) people spend most time with and the touch points they like and enjoy. We have defined “touch points” in a much broader way than traditional research or media studies, opening up some new opportunities for better connection.
- The People Dictionary. A dictionary of words in the language of real people that covers their own interpretations of 71 attributes depending on how the attribute is framed. For example you might think or want your brand to be “Dynamic” but what does that mean to you target?
- Insights into Where people are most happy; What makes them most happy; What dreams they want to make a reality and What experiences they most want to have. When you know this your brand, marketing, promotions or activation programs can be much more relevant and powerful.
The research forms the backbone of a proprietary tool we call The Cube. The name comes from the multiple facets of peoples’ lives – what they do, what they think, what they dream about – so we have a deeper and more complete picture of who they are.
To find out more about The Cube, please click here
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