Currently interested in video for the web and how the right media can generate earned scale beyond paid and the effect this has on the strategic planning and creative process.

Currently battling to drive this agenda in place of work. Challenging with very traditional clients and approach to strategic planning but not hopeless.

Clear business case for earnable executions as extensions of or indeed the campaign TVC executions themselves. Why use media that doesn’t scale? The whole point of having a brand is that it is something that can be scaled way beyond the product itself.

haha, nice post though and i am not going to first.

learnings from failures are an important part of the strategy and planning process and i think they can often be used as ‘intellectual property’, which is why many people don’t share them as freely as their successful results. i have always thought that a successful case study is a bit like a press release that invites the reader to learn more about how and why it was successful.

when i use a case study, i try to look for the underlying principles and then apply them to my challenge, and so i often look for case studies that are from the different category yet speak to a similar audience.

Lately its been about the role of social relevance in brand communications. I.e. if a message, say a branded video is consumed in a social context where the viewers friends have posted, liked and commented on the video then the viewer will be more receptive to the message because they see it as having greater social relevance. Actually these days I include a ‘social relevance insight’ in all of the strategy I write, which is really useful.

I’m also really into game dynamics but haven’t written anything on that here yet. I will though.

thanks for sharing things worth knowing