24 What's wrong with Brand development
discussion of the weaknesses in brand development as an intro to explaining how to use movie screenplays to develop brands through conflict
Jan 04, 2018•11 min
John Griffiths' Podcast
Blog based initially on 98% Pure Potato the book about the origins of account planning. Now focusing on the 50th anniversary as a lense to look at some of the contemporary issues.
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Episodes
23 Planning Book projects scheduled for 2018
In which I introduce the 3 book ideas I want to be bringing out either as ebooks or print on demand. Brand screenplay workshop how to, waggle dancers - how to move ideas through organisations, and a memoir of my life as an account planner - nothing like setting targets for the new year!
Dec 29, 2017•11 min
22 That was the year that was 1968
the year account planning got going. As we approach the anniversary year 2018 it seemed a good idea to outline the key events in 1968 which ended with 2 agencies J Walter Thompson and Boase Massimi Pollitt having planning depts. The year it really got going.
Dec 22, 2017•13 min
21 How the legacy of Stephen King and Stanley Pollitt has made account planning last 50 years
Explaining 3 characteristics that were embedded in account planning from the very start that made sure it lasted. The pretenders who claimed to have started it didn't use these 3.
Dec 15, 2017•11 min
20 The rivals who claimed to have started account planning
Explanation of a postscript in 98% Pure Potato in which we explore the rival claims of David Brent and John Wood of CDP to have started planning before the acknowledged founding fathers - valuable lessons in what planning is. And what it isn't!
Dec 08, 2017•14 min
19 Being current and being liked are not the same
Out of the distinction made on the Nov 29th WARC podcast between deliberate and emergent planning we continue to debate the difference between been current and being liked
Nov 30, 2017•6 min
18 Is planning dead from the neck down now?
As a curtain raiser to next week's webinar with WARC I talk about the pressures productising planning thinking, playing right into the hands of the consultants. To register for webinar Nov 29th 3pm GMT go here: https://lnkd.in/eJhkPdh
Nov 24, 2017•6 min
17 Life after account planning
in which we talk about how long you can do the same job. What comes next? And what comes later!
Nov 17, 2017•6 min
16 Is digital and social a whole new planning game
A question we asked our first generation of planners: is digital and social a whole new ball game. And they explain what they make of the new communication channels
Nov 09, 2017•8 min
15 When being clever isn't very bright
Talking about the dangers of planners being too clever for their own good. With a story from Adam Lury which somehow didn't make it into 98% Pure Potato
Nov 03, 2017•6 min
14 Analytical AND creative we dig deeper
Returning to the left brain right brain theme the talk is about getting the facts and the numbers right but then making a creative leap - which gets easier with experience
Oct 26, 2017•8 min
13 Left brain Right brain and the higher planning powers
talking through a chapter in the book 98% Pure Potato which concerns not only the blend of analytical thinking and creativity but the higher powers too.
Oct 19, 2017•9 min
12 Readings in Account Planning - intro
In this episode I outline a chapter I contributed to the revised 2nd edition of Readings in Account Planning edited by Hart Weichselbaum Which came out in March 2017 10 years after initial publication. Other authors include Malcolm Gladwell Scott Bedbury, Paul Feldwick and Mery Baskin
Oct 11, 2017•9 min
12 Readings in Account Planning - intro
This came out 10 years ago and has been reissued revised and updated by Hart Weichselbaum. In this podcast I talk about the main ideas in the revised chapter I contributed. Still really chuffed that I am in a book alongside Malcolm Gladwell. Here is the link if you want to buy it: https://www.amazon.co.uk/Readings-Account-Planning-Copy-Workshop/dp/1887229361/ref=sr_1_1?ie=UTF8&qid=1507732246
Oct 11, 2017•9 min
11 What role the ad plays
Stephen King's scale of direct and indirect responses to advertising explained to show how important it is for plannner's to define the role of an ad before anyone tries to make one
Oct 06, 2017•11 min
10 If they ain'theard it you ain't said it Customer response
an explanation of customer response and why it is so central to the idea of account planning when Stephen King developed his thinking. Both J Walter Thompson and Boase Massimi Pollitt put customer response at the heart of their way of developing advertising. We should continue to do so.
Sep 22, 2017•10 min
9 Tracey Follows talks about 98% Pure Potato
Author Tracey tells us what she thought when John suggested they write a book together, the process of writing it and what advice she would give to anybody else daft enough to want to write a book. Oh and here's a link to her podcast for Richard Branson's Future Visions Project: https://www.virgin.com/entrepreneur/can-we-use-artificial-intelligence-fight-crime-predicatively
Sep 15, 2017•13 min
8 Stephen Kings Planning Cycle
following a prompt from Jeremy Bullmore this was a good opportunity to provide an introduction to the planning cycle which is only mentioned in passing in 98% Pure Potato. Is present as a paper in Brand Planning the timeless works of Stephen King but explained here using an unpublished version of the 1970s JWT Planning Guide
Sep 06, 2017•22 min
7. Interviewees for 98% Pure Potato Part 2
the remaining interviewees on whom the book was based which includes not only planners but some of the most influential advertising people in the UK these last 50 years
Aug 23, 2017•14 min
6. The interviewees in 98% Pure Potato Part 1
an account of the interviewees for the book in the order in which we interviewed them - with details that there was no time or space for in 98% Pure Potato
Aug 18, 2017•15 min
Episode 5 Ch 1 Context Section 4 Why did account planning start in the UK?
The final section from chapter 1 the context setting chapter of 98% Pure Potato. A review of the factors which led to account planning coming out of London. It was surprising that it did. Business, marketing, market research, advertising all came from America - but it was British contrarian ness which challenged the norms of how American influenced advertising was made and how its effects were understood. This last section from chapter 1 includes a special bonus if you are still listening. A cod...
Aug 08, 2017•11 min
Episode 4 Ch 1 Context Section 3 The UK advertising scene at the start of the 1960s
An explanation of the UK context out of which account planning came. The UK was on the receiving end of American corporatism and globalisation. But there was a very British take on how advertising should be made.
Aug 08, 2017•20 min
Episode 3 Ch 1 Context Section 2 Dear Reader what you need to know before venturing further
98% Pure Potato is a book about the origins of Account Planning the function which chooses the message for the advertising and determines how the advertising should work. This is a ground clearing chapter to explain the background to how advertising has developed in the 20th century, the different roles within advertising agencies. And some seminal advertising men all Americans who brought innovations to advertising to the point where the book starts in the UK in the 1960s.
Aug 08, 2017•20 min
Episode 2 Ch 1 Context Section 1: Account planning nears 50 - pause for thought
An overview of how far account planning has come since it was effectively invented in 1968. What questions was it set up to answer? Are those questions still relevant now?
Aug 08, 2017•18 min
Episode 1 Introduction to 98% Pure Potato
The first in a series of podcasts which comes from the introduction and first chapter of 98% Pure Potato - a book about the origins of account planning - the strategic role which chooses the message for advertising and considers how the advertising should work. The function was invented in 1968 starting in 2 London advertising agencies at the same time thought they were very different. The largest agency at the time J Walter Thompson and the start up Boase Massimi Pollitt. 98% Pure Potato is bas...
Aug 08, 2017•7 min
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