medium.rare

Unfollow. Why following each other won’t get us nowhere new

Posted by in Communication, Innovation, Strategy

Over the past weeks I tried to get back a bit more into my old “reading interesting stuff the industry is talking about” routine. Staying up to date on strategy, planning challenges, the industry and their thought leaders is, after all, part of what enables a strategist do to their job. Or at least that’s what I thought. What a mistake. Too much of the same? After clicking a couple of links on Twitter that all led me to the same WARC articles and after skimming through a bunch of newsletters…read more

The Sciamachy between Big Data And Big Ideas

Posted by in Advertising, Brand Experience, Communication, Strategy

Much to my surprise, the last couple of weeks saw an increase in conversations I had about a topic that apparently does neither get old nor boring. It’s been around for a while but still creates a natural tension – which is, in a way, exciting for strategists: the sciamachy between the Big Idea and Big Data. It is a debate about good versus evil, the pure versus the inauthentic, the real versus the fake. It is one versus the other, an either-or-argument. A debate where non of the contestants seem to be able to see…read more

Becoming Part of a Cultural Conversation: #backtothefuture

Posted by in Communication, Social Media, Strategy

Today is the day. Apparently. October 21, 2015. I have to admit, I never been much into this #backtothefuture hype. But other people are. Lots of them. It’s a significant part of (geek/nerd) culture. That’s why brands are, too. Tagesschau, one of Germany’s most prestigious, traditional, conservative, and credible news services found a way to tap into this conversation. Today they released this video (sorry, German only.) A regular news broadcast with the news from 21/10/2015 – as depictured in the film. I think, this is a great lesson how to tap…read more

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What Advertising Can Learn From BuzzFeed

Posted by in Advertising, Communication, Consumer, Strategy

A few days ago I attended a panel discussion/interview with Juliane Leopold, founding editor of BuzzFeed Germany, at betahaus Hamburg. She talked about how everything started, how she set up the team, how BuzzFeed wants to be political and opinionated, etc. All of this wasn’t really surprising until the moment when she opened the site on her computer and referred to one of the post as „identity post“. An identity post is content that aims to appeal to a user’s identity rather than his hunger for news. It’s related to his…read more

„Find out what the real problem is, understand why that’s the real problem“

Rob Campbell

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Why Innovation Really Eats Strategy For Breakfast.

Posted by in Innovation, Strategy

It happens not very often, but every now and then I stumble upon an article that is pretty much complete bullshit. Usually, you discover at least something valuable in an article. Not this time. In his piece „Why innovation eats strategy for breakfast“, Josh Linkner argues that…well, that innovation beats strategy, because innovation changes the game while strategy only optimizes „current resources and conventional wisdom“. I couldn’t agree less. Innovation is changing the game, yes. And obviously a change in the game sometimes calls for an adjustment of strategy. But…read more

A 20 Minute Sprint Through Digital Age

Posted by in Strategy, Technology

I sincerely recommend watching Scott Galloway’s talk at DLD NY about the winners and losers in the digital age. He ratters through his speech like a machine gun, but most of his words make a clear point. He observes an increasing visualization of content, not only on the web but everywhere, and consequently declares Instagram the big winner and likable new king in the realm of Social Networks. He suggests that Apple will make the shift from tech company to luxury brand within the next years and points to the…read more

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The Top 6 Things You Shouldn’t Waste Time On In 2014

Posted by in Advertising, Communication, Consumer, Social Media, Strategy

We all like compiling lists (just take a look into your Twitter feed, there should be a few of them zipping around at that very moment), so I figured I’d compose one of my own. Today, on the eve of an exciting new year, I present to you: the top 6 things you shouldn’t waste time on in 2014. 1. Content Marketing Remember Cannes 2013? Yeah, no one does by now. But as every year, the festival created a buzzword that was too charming to not be turned against ad land…read more

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Survey: The Best Agencies To Learn Planning.

Posted by in Advertising, Strategy

Disclaimer: I am currently working for thjnk in Hamburg. End of last year I’ve conducted a short online survey. I was curious to find out which advertising agencies Strategic Planners consider good places to learn the craft. So I asked where they would send their children to pick up the knowledge. Due to poor attendance the results are far from being significant and their helpfulness rather limited. Nevertheless, I promised to share them so here they are. As of yesterday, 33 people took part, among them 20 planners. 16 respondents…read more

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The Strategic Puzzle: 5 Steps Toward A Strategic Plan

Posted by in Strategy

I have been working as a Junior Strategic Planner for the last 18 months. 18 months of watching, learning, doing – and yet I felt like I was missing a piece of the puzzle. I felt like I needed a plan. A plan that guides me in a project from nothing to something close to a strategic direction. When I was in New York City beginning of this month, I had the chance to talk to Ana Andjelic, Digital Planner at Droga5. The lovely Ana – read more from her here –…read more

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