The dawn of a New Year is a looking forward to what is to come and for reflection, a time for taking stock.
There are two things we know will happen during 2014:
First, a relentless, inexorable, incessant and, I hope, respectful stream of ‘content’ will mark the centenary of the First World War. For me, with luck, this will include the development of film script I have written with WW1 themes – but Harvey Weinstein hasn’t called me yet and we are running out of time.
And we know that, with every day that passes, the nearer we are to the next General Election in May 2015. And the more our politicians will be looking to score points against each other.
We know this because it has started already. Read more on Why things can only get worse in 2014…
It does get lonely, this blogging business.
My career has been in the much more collaborative world of marketing and advertising, where I am used to researching opinion, sharing knowledge, knocking around ideas, listening to other people’s thoughts and making innovative judgements based on the team view.
The over-arching theme of all my posts is that the talent and creativity in marketing and advertising could be better used for the benefit of society as a whole, rather than restricted to gorillas selling chocolate and meerkats insurance.
Thus it is frustrating, by definition of the medium, to be forced to progress, all on one’s own, from ‘insight’ to ‘strategy’ to ‘execution’ – and then find one is judged at the executional rather than strategic level (often by people who are even more sad and lonely than you are). Read more on Why can’t companies have ‘social’ as well as ‘limited’ liability?…
I have a dilemma. As ‘A Different Hat’ on www.BrandRepublic.com, this is my 100th post.
So I want to make it really special. I want to write about the NHS. Because the NHS is really, really special. And I have an ‘upstream’ creative solution that may secure its future.
But when I saw a full-page article on the NHS this week, even I could not face reading a full page of political treacle. This is my dilemma.
So here goes.
I know a lot about the NHS – personally and professionally. I was paid to do a project on the NHS brand. A summary of my solution is on Page 5 of this document: A Different Hat. Read more on NHS – a ‘sick’ future…
So, in an exciting week of news, Andy Coulson – David Cameron’s token piece of rough – moved on to pastures new.
Does this provide the Prime Minister with the opportunity to develop a new, more professional approach to developing his policies and bringing more of the common people, rather than tabloid newspapers, along with him?
I do hope so. It seems to me that, in politics, unlike in commerce, politicians think up what they are going to do, release a press release accordingly and then manipulate the media to support them.
Most people in business cannot do this. Marketers and their products and brands do not get covered in the media like politicians do. So they have to think. And they have to make sure they bring their customers along with them or they go bust. Read more on Coulson exit provides new opportunity for Cameron…
My first ever blog as ‘A Different Hat’ on this site was posted on 13 November 2009.
It was called ‘Convergence and Divergence’.
After setting up my core thesis, I said: Read more on NHS – government engages with strategic marketing at last…
So Campaign nominated the COI as the advertiser of the last decade. Effusive was the praise:
“Few clients have held the ad industry’s respect, admiration and affection for so long as COI. Its roster agencies are united in their high regard for the professionalism of its top people and the scrupulously fair way it conducts its business”.
As to agency regard for the COI, my Cynical Hat is nagging “well they would say that wouldn’t they?”. As the biggest spending client in the country (£250million last year), the price to an agency of NOT being on the COI roster would be unthinkable. Read more on COI – could do better?…