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Preview: Northern Planner

Northern Planner



This is Andrew Hovell's blog. He lives in Northern England. He plans for a living. He likes tea



Last Build Date: Thu, 07 Dec 2017 11:58:37 +0000

 



Doing channel planning

Thu, 07 Dec 2017 11:58:37 +0000

This has been a long time coming. I want to do this partly because decent media planning is a lot tougher than many think. Partly because today's customer avoids brand stuff more than ever, and chasing them with re-targeting and...



I like a Queen song, are you happy Rob Campbell?

Wed, 06 Dec 2017 10:14:31 +0000

The great Rob Campbell is one of the most generous individuals in advertising (or whatever we call it these days). I own him one or two favour, it has to be said and recently he's once again revealed much kindness...



This is somehow interesting

Thu, 23 Nov 2017 14:50:58 +0000

Amidst all the chatter around TV is dead/TV is better than ever. The assertion that digital is a white elephant v digital is the only game in town. It's worth looking outside of the brand bubble. How did the Leave...



No one has a clue. Good

Wed, 15 Nov 2017 13:32:52 +0000

Don't believe the hype. No one knows what they're doing in this industry. That Global CEO who looks like they have got their shit together? Not a clue. Not a scooby. Seriously, the more senior you get, the better you...



What Halloween tells you about brands and stuff

Thu, 02 Nov 2017 16:01:59 +0000

It shows you how the British are looking for any excuse to indulge these days, in a world where sobriety is cool. It shows how parents are under pressure to perform like never before. Have a prefect party, the kids...



Facts are pointless. Fact.

Wed, 01 Nov 2017 16:11:40 +0000

It's amazing how folks talk about post truth and fake news, because when it comes to persuading people, facts have always been a bit useless. Fox Mulder from the X-Files was on to something. It's about the desire for something...



If you want to see how culture has changed since the early 80's

Wed, 11 Oct 2017 12:10:39 +0100

Watch The Empire Strikes back and then the Force Awakens Or Blade Runner and then Blader Runner 2049 (especially Blade Runner 2049). The gaps in the stories for you to fill in. The less obtuse humour (in Star Wars, Blade...



Falling Down

Wed, 11 Oct 2017 11:16:50 +0100

You may or may not remember Bruce Wayne's Dad telling him the reason we fall down is so we can learn to pick ourselves up. Or, in My Rules..Toughen the Hell Up. In this industry, you'll get told no more...



Your fast track insight generator - Courtesy of My Big Fat Greek Wedding

Wed, 16 Aug 2017 17:12:57 +0100

It can be hard sometimes to empathise with a target audience. Agency folk live in bubble most of the time, but even those with some feel for real life can struggle to connect with their bullseye customer. For example, I...



Never do for others what they can do for themselves

Thu, 10 Aug 2017 16:37:59 +0100

This may well be THE iron law of advertising, media stuff and brands. It sorts out how to manage people. Make sure they feel like you have their back, provide guidance of course, but people in modern organisations crave autonomy.They...



What I know about making and doing presentations

Wed, 09 Aug 2017 15:26:59 +0100

Not much is probably the answer. What I do know, I put into one little guide for a couple of people, intended for presenting in the real world, not the imaginary one that exists in the case studies and most...



Brands do things

Tue, 01 Aug 2017 11:44:32 +0100

I'm not the biggest fan of brand consultancies. Of course, some brand agencies are amazing, but they tend to be the exceptions. When it's good, they make stuff. Rather than charge £1000,000 for changing one word in the positioning statement...



Signs your a planner

Mon, 31 Jul 2017 12:31:12 +0100

I mentioned some rubbish about being a former swimmer recently. I'm not a former planner yet, but I bet there would be some habits and quirks that would be difficult to shake off. Being a planning strategy type is obviously...



Being a former swimmer

Tue, 25 Jul 2017 10:52:04 +0100

I was a competitive swimmer for 7 hard years. I started at 8 and foolishly decided as a teenager I'd had enough, only to regret it many years later. I never stopped training and there was a wonderful period at...



Salience is not about one thing

Fri, 21 Jul 2017 15:57:03 +0100

There's a useful quote from Byron Sharp, "The task for marketing is to reduce the window between someone seeing an ad and deciding to buy". There's much debate about the Ehrenberg Bass stuff, usually by folks with a particular agenda....



Wonderfully predictable.

Thu, 20 Jul 2017 17:13:43 +0100

I like staying in Premier Inns. This of course is part post rationalisation, as corporate travel budgets rarely anything fancier, but that's not the whole story. You know where you are with a Premier Inn, they all look the same,...



Rule 27 Give Up The Suits- Further Questions Answered

Fri, 30 Jun 2017 13:11:25 +0100

As mentioned before, some folks have queried some of the Rules from time to time. It doesn't surprise me that there have been some queries on dress code, it's one the most contentious and thought about issues in agency land....



Rule 30, getting out of the bubble - further questions answered

Wed, 28 Jun 2017 16:39:14 +0100

You might remember I posted some Rules a while back. It might surprise you that people have asked one or two questions about it. This worries me, I didn't think of them myself, they are merely the sum total of...



Some thought on How Brands Grow and Byron Sharpe

Thu, 08 Jun 2017 11:03:11 +0100

The email question: "Always enjoy reading your blog. I read "How brands grow" as it was something mentioned in your blog and have a question. Sorry if this is a dumb question, but I didn't understand what the implications are...



What my shaven left leg can teach us about working with clients.

Wed, 17 May 2017 10:45:55 +0100

When is the last time the advice you gave a client turned our perfectly in the end? Seriously. Of course, if you're in the shifting brand health scores business, I guess you might answer pretty recent and very frequently. But...