The Journey's the Destination

I’ve been involved in the development of an idea which bridges the divide between marketing and finance people. It’s a collaboration between the DMA, CIM and CIMA and after 3 years of pain, it launched on 27th April.

It presents a process and practical checklists for clients and agencies to go through for proposition development and communications which is more effective than what happens in most companies now.

If we pull it off, it will become a movement, an enlightened way of organising the marketing process.

There's more info here.

If you'd like a copy of the brochure, please email me or register on one of the partners' websites (you can access them via the link above)

I went to a lecture last night given by Sir Martin Sorrell. He outlined his view of the economic situation, WPP’s strategy and their prospects. I was impressed with his natural, jargon-free style.

He was more optimistic that I expected about general economic recovery (he probably has to be) – but not so about Western Europe’s prospects compared with emerging markets.

He explained that WPP’s strategy centres on three pillars

• Emerging markets (BRIC and next tier)
• Interactive services (websites, mobile, video, etc)
• Insight (they just bought TNS)

He also said he’d prefer if WPP wasn’t a public company – as if they’d gone with private equity, they’d be able to make longer term strategies. I guess that depends on the intention of the backers.

Here’s what Brand Republic had to say.

It was stuff I’d expected to hear, but it was good to have it confirmed.

Mintel just published some highlights of a mood of the nation tracking study.

Concern over the economy has hugely spiked in the last year, followed by interest rates, personal financial prospects and property prices. In the same timeframe worries about immigration, crime, drugs, child abuse and global warming has been slipping away. A big shift from more social issues to the very personal impact of the ecocomy. One to watch for the politicians.

In the last two months weight has increased as a concern (unsuprisingly), but the emphasis is still on our financial state.

My instinct says that we've not seen the full extent of behavioral change we will see in 2009, many people who are worried have made some changes in their spending and saving patterns, but there's plenty more adjustments to come, including downshifting purchases, delaying spending and increasing saving. A big watchout for premium or induldgence brands is to make sure their value proposition keeps track of the mood of their core customer base (ideally by adding value rather than discounting?).

Hmere are the 12 month and 2 month graphs from Mintel

I see I've not posted for some time - been busy with pitches, 2009 planning and lots of business as usual. I'm still looking for people to fill my team also.

Not had enough time to think about all that, leave alone things to share here. However, I just came across this, which is pretty cool... particularly if you're a stalker!

A nice app - you need to refesh to update my position.