Your Strategy Is Showing: Outsider Perspectives on Brand Planning.

Bringing UX into Strategic Planning

Bringing UX into Strategic Planning

I met yesterday with the director of planning at Union Creative to talk planning. We started chatting a bit about the splitting of ‘digital’ and ‘traditional’ planning and he mentioned the trend towards bringing UX specialists into the planning stage.

Bringing UX into Strategic Planning

Bringing UX into Strategic Planning

Posted by: on Dec 4, 2013 | No Comments

I met yesterday with the director of planning at Union Creative to talk planning. We started chatting a bit about the splitting of ‘digital’ and ‘traditional’ planning and he mentioned the trend towards bringing UX specialists into the planning stage.

The gradual loss of the captive audience

The gradual loss of the captive audience

Posted by: on Nov 27, 2013 | No Comments

One of the clear changes that has emerged in the last decade as a result of  the proliferation of mobile technology and easy Internet access is the gradual loss of the “captive audience”. The clearest evidence of this is in the transformation of in between spaces – in particular, airports and now metro systems.

TD’s “Dear Mortgage” – a dialectic approach to advertising at the site of personal identity crisis.

TD’s “Dear Mortgage” – a dialectic approach to advertising at the site of personal identity crisis.

Posted by: on Nov 22, 2013 | No Comments

Soldier, you gotta get out more. There is life after property. In this post, I look at TD’s Dear Mortgage campaign and  argue that it is a very dialectical – and effective – approach to identity myth making for both the consumer and for TD as a brand.

Subway Media Takeovers 2: XBox One

Subway Media Takeovers 2: XBox One

Posted by: on Nov 21, 2013 | No Comments

For most of November, a Walmart/Xbox One campaign occupied every ad space in Yonge and Bloor Station. Unfortunately, it is a perfect and example of a campaign whose strategy is showing. Not only is it showing, it is essentially all there is to it. This blog post talks about why this isn’t just a missed opportunity to do something  really interesting.

Subway Media Takeovers 1: Prelude

Subway Media Takeovers 1: Prelude

Posted by: on Nov 20, 2013 | No Comments

A little while back, I felt some unseen creative potential rapidly growing too big for the enclosure I’d banished it to years before. On some far-off prison planet an overcrowding problem was getting serious and I needed to pursue some kind of original creation.  So I tried my hand a song writing.

During commutes on the TTC I set myself adrift in thoughts and stories, hoping to develop a topic on which I could write a meaningful song.

Why an Outsider’s Blog on Planning?
In Meta

Why an Outsider’s Blog on Planning?

Posted by: on Nov 20, 2013 | No Comments

“… sometimes their strategy is a little too good,” a director of planning told me a few months ago, “in the sense that their strategy is showing.’

My silent smile  betrayed that I didn’t actually get the reference. “It’s a bit of a joke,” he explained, “we used to say that when the planning behind a campaign overshadows creative.”