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The Real Target Audience: The Subway Wagon Filter
Working on weekends is nothing desirable. Yet, the subway ride to work yesterday opened my eyes regarding one of the most important questions in advertising and communications: Do you know your target audience? Next time you ride the train, don’t just regard the other passengers as annoyingly sweating, dozily wheezing, and yet to be turned […]
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From Quantified to Qualified Me’s
We produce a ridiculous amount of data every day. Because we share the shit out of our lives. We always did, no we do it online, in social and not so social networks. What we share defines who we are – and therefore is a crucial part of our performance in life. Look how I […]
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Shocking: Unemployed Millennial Master Graduates Happier
So I talked to a few of my friends yesterday (yes, I could have sold it as not quite representative field study). About current moods, ambitions, feelings, and jobs. Marketers would segment each of them amongst the group of Gen Y or Millennials (they themselves don’t). They are all quite educated (so says their Master’s […]
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How We Will Live Tomorrow
This week I attended the TEDx conference in Hamburg. The subject: City 2.0. Speakers approached the topic with a wide angle, showing a wild mix of observations, theories, and ideas on how humankind will live (together) in the future. This will not be a precise report of Tuesday’s talks (you’ll find the videos here in […]
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Survey: The Best Agencies To Learn Planning.
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 […]
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The Strategic Puzzle: 5 Steps Toward A Strategic Plan
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 […]
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Survey: If Your Child Wanted To Become A Planner…
I became a planner without wanting to become one. Almost accidentally. That’s nice because this way I never really had to deal with the challenge of “becoming a planner”. But what if there are people out there who deliberately want to become planners or strategists and don’t know where to start? That’s why I decided […]
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Game Over: 3 Reasons Why I Ditched My Nike Fuelband
I have sold my Nike Fuelband. After about 30 days I just didn’t care anymore about my fuels, about my streak, about setting up new records. Why? I have a vague idea. The idea of the Fuelband had me hooked immediately. I’m an excessive user of the Nike+ running app. I hardly go for a […]