Archive for August 2009

We’re very excited about our move to Wardour Street in a month or so. Tim is leading the build, making lots of calls and interrupting meetings for last minute eBay bids. He has plastered the walls with whiteboard plastic so that we can display, explain and necessarily defend our suggestions for the new office.

I thought I’d post what what we had in mind and update you later on what made the cut.

Perfunctory: A well-stocked stationery cupboard, meeting room, recycling bins, bicycle storage, colour, generous coat rack, giant teapot/urn, paper store, artwork prep area (glue room), library/ inspiration shelf, showers.

Inspired: Film nights, nap area, magnetic blackboard paint, bubble chairs for do-not-disturb moments, bubble chairs with built-in headphones, lockers, giant lego, colouring books, coffee machine, heat sensitive wallpaper, a very quiet area , a great big vending machine full of….

Fanciful: Picnic benches (but why not?), astroturf, piano, fish tank, juicer, hammocks, naughty step.

Aint gonna happen: Allotment , oompa loompa, kittens, massage area.

You don’t need a whole new office to nip out and get: Drinking squash, a flippin’ great thesaurus.

And who really needs a: Cereal dispenser, sandwich toaster.

Still wide eyed and charged with energy, I would describe my work experience at Hive a bit like spending a week in a sweet shop! I’ll have to calm my sugar rush before I produce any sensible comment.

The week kicked off over a coffee with Tim so I could understand the far reaching benefits of the Hive model. He was kind enough to offer me a choice of experiences and my hesitancy to close any doors too early prompted a somewhat vague answer; “a bit of everything “, I said.

Within the hour I was whisked off to a podcast recording with Helen. Talk about head first into the glamorous side of marketing! This challenging task was a great blend of analytical thinking and creativity that filled the day. To top it, at lunch we celebrated Jas’ birthday at a superb Indian restaurant just around the corner.

During the week I had a taste of the other great activities at Hive, from research to editing. Having spent time with Kieran learning about executing ideas, I fully grasped the idea of a patient focused healthcare agency. However, it was the client side request for the advertising that specifically intrigued me in addition to the innovative solutions at Hive.

It was with this interest in brand planning that I was fortunate enough to speak with Kathryn, who suggested that I would make most immediate use of my experience on the client side of pharmaceutical marketing. This made so much sense considering that my most simulating experiences so far involved understanding the raison d’etre for the various strands of client briefs. I thought to myself, “I want to be the person who writes these briefs!”

It was from this perspective that I continued with my work experience. The week ended even more glamorously than the start; an all day photo shoot! Working with an acute eye for detail for nine hours certainly works cogs, but by the end of the day we had a master piece to show for it!

On my way home from the photo studio, I was clear in my mind that I’d enjoy nothing more than working with the talented creative and strategic professionals at Hive from the client side.

So thank you to the entire team for my short, sweet and incredibly useful time at Hive!

At the weekend a palm reader told me I would write a book someday. That and I’d meet a handsome man with a head of blond hair, a white van and a posh voice, but I digress. I’ve never seen myself as much of a writer but perhaps, after being ‘persuaded’ to write this blog about myself, it might inspire me to action. So bear with me as I grapple with some words and phrases and try vainly to bring these together into a short summary as to how I came to join the Hive team, what I think of them so far (!), and my hopes and aspirations moving forwards; passing my probation could hang on this.

With three and a half years under my belt working in a small Med Ed team in a large agency I was looking for a new challenge. Meeting the directors at Hive quickly confirmed that this could be it. A committed team, with a new approach to healthcare comms; placing patients at the heart of the strategic process with lashings of healthcare professional insight. Also a pharmacist by trade, I’ve seen the effect of poor communication and a lack of consideration for the individual time and again, so this certainly makes sense. Sealing the deal though for me was their evident commitment to innovation and creativity in their approach, whatever the problem. Why do something as you’ve done it before, if it can be done better and in a novel and interesting way?

I’m being asked for my opinion on lots of things. I just hope that they really do subscribe to the “no idea is a bad idea” concept as I cautiously tender my suggestions for the new office…

If you are in-and-around 30, at some point in the next couple of weeks you have to pay your respects to John Hughes by watching his back catalogue on Sky.

Having watched Ferris Bueller’s Day Off and The Breakfast Club this week  I was transported back to sunny days, teen angst and North Devon College. Brilliant.

I have just been told by Michael that JH started out as a copywriter working on KFC. Now I know this – I think you can kind of see it. Really sparse scripts that drip with authenticity. Defined characters, superbly handled tone and reality. It smacks of TV commercial talent. That stoned-library-dance-scene still makes me laugh out loud.

I am confident that Ferris Bueller was our James Dean. With this in mind we are giving away a DVD copy of Ferris Bueller’s day off to the best JH film quote submitted via comments.

Having met Helen at a Cambridge-milk-round-thing, I got in contact and last week completed a weeks work experience. Part of the deal was that I promised to summarise my time for anyone who has the foresight to want to try this out!

As the week drew nearer and the more I thought about it, the less I realised I knew about the company, heathcare, communications and hands on science. My cluelessness was sorted in my first day after a chat with Ian – its dead easy – their world is all about conversations, stories and who’s involved.

On arrival at my desk, I was greated by my pretty full timetable for the week. To the inexperienced work experiencer this probably sounds like a bit of a nightmare. WRONG.  My week was full things to do, which was brilliant. Whatsmore, these things didn’t involve any photocopying or tea making, but casting, filming, editing, proofing and the odd lunch, amongst other stuff.

This is part of the reason my week was so good. I got a varied look at what goes on at Hive and all the different modes of communication they utilise. All the team were patient and took the time out to help me out and explain things.

It was interesting to get an insight into what I now know as strategy/marketing/branding of new and old drugs as well as looking at novel ways to converse with the end user.

To me it seems Hive likes to look for a different angle on things, which is challenging and creates a good bit of office banter.

It was good to be a part.

Digging around for free multimedia content I found this charming little healthcare story. Produced in 1948 by Halas and Batchelor  an animation company founded by John Halas and his wife Joy Batchelor two pretty inspirational people. The company started small and grew to be the largest and most influential animation studio in Western Europe. From small beginnings in 1940, they made over 2000 films and earned an international reputation for fine animation extending the medium to explain complex ideas with clarity and humour.

8 1/2 minutes seems crazily long now given our obsession with the 30 sec TVC and the interuptive nature of much or our marketing. But watching this the charm, execution and humour grabbed me way and beyond my usual attention span. It’s pretty interesting to see that COI communications seems to have taken a backward step when it comes to explaining change to the man in the street.

All ‘new’ industries strive for legitimacy, a movement that is often accompanied by an entire lexicon of terminology and process. For a long time we have been developing terminology and processes that seek to formulate an approach, clarify our position and differentiate our offer. The world of  demand chains,  brand onions and disruption is one that all clients and agencies occupy.

Case in point is the numerous phrases that describe essentially the same thing — brand essence. Some networks have gone so far as to trademark their terms and the processes they use for determination. End result = terminology galore and as much process explanation as strategic clarification.

Spending some time on holiday last week – I revisited Kotler (it was this or be left with a book about a girl in love with a complex man she couldn’t love in the world within which she had to live and her struggle to make do with an empty life with a simple but good man who provided everything he could but not enough for her to be happy) – a comparitively magnificent book on marketing that I first brought to enlighten me when I first came into the industry. It’s a dry read and although wanders into the theoretical it’s pretty refreshing in its lack of terms.

I like Kotler’s steadfast use of the term Unique Selling Proposition (in my mind a potential forerunner of brand essence), a concept developed and named by Rosser Reeves of Ted Bates & Company. A 50 year old term that has stood the test of time and been universally adopted. Some argue that with the advent of product parity it has evolved into the Emotional Selling Proposition. ESP is certainly a concept much closer to our common understanding of “brand essence,” as its focus is on the brand’s intangible differentiator. Although I find it hard to believe that me-too products are a recent phenomenon I think that the ‘U’ still stands up whether that be a feature led ‘portability’ or due to some emotional unmet need like ‘popularity’. Either way to be unique emotionally or functionally is still to be different.

This book seems to either have been penned prior to or has ignored the multitude of copyrighted verbs describing the logical processes for develop brands by agencies needing with some irony, you guessed it – a USP. I would love to see each agencies model worked through with their own brand – please someone in procurement construct this legend! Two birds (process understanding & agency offer) with 1 stone. Please, please, discounted please.

Reviewing the alternatives to Rosser’s, here is a collection of words and phrases used to describe what is unique about a brand:  Brand Essence, Brand Soul, Brand Heart, Brand Mantra, Brand Promise, Signature Strength, Core Strength, Core Attribute, Brand Description, Brand Differentiator, Brand Uniqueness, Brand Individuality, Brand Meaning, Brand’s Central Nature, Brand Proposition…

Any more?

 As usual Tom Fishburne’s nailed the process here.

Ps. A note to purists: I admit that there may be shades of difference between some of these terms. You could make a case that brand personality and brand promise, for example, mean two completely different things. My point is that the differences are largely semantical and do little to advance the clarity of the branding process.