Some of our own medicine

Gareth Kay over at brand new publishes his chart deck from a presentation he held in Brazil, where he argues that “Planning needs some Planning“.

His point being, as I interpret it
. That we are moving into, or learning ourselves into, a new understanding of how advertising should work
. And if we don’t understand this, and react, it could mean the end of advertising as we now it.

Three statements from the slideshow on

    . We are operating in the wrong business.
    We should be in the “culture” business we are in the “consumer / brand” business
    2. Lost in translation. We act as if we are in a different relation to consumers than we are.
    . The pursuit of the wrong objectives.
    Awareness, attributes and image doesn’t appeal to participants. They want energy, and momentum.

Planning need some planning, on

DYSFUNCTION (ED) How long does cialis last? Table I (7,8).


View SlideShare presentation or Upload your own. (tags: strategy advertising)

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  1. December 13

    Some great stuff in Gareth’s slides there.

  2. December 14

    I agree Paul, looking forward to his follow up posts, as he has promised to write more in depth about two or three of the main points.

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