Co-founder of Space Doctors, Malcolm Evans has
worked on projects for many global clients including Procter & Gamble,
Nestle, Guinness UDV, Vodafone, GSK, Unicef, Mastercard, Givaudan, Gillette and
Unilever. He specialises in cross-cultural communication and helping brands
compete and communicate more effectively in changing cultural contexts. He
helped pioneer his specialist field of semiotic and cultural analysis
internationally, first with Semiotic Solutions then Added Value before setting
up Space Doctors with founding partner Fiona McNae. Winner of many awards,
including WPP's Atticus Grand Prix, Malcolm has focused in recent years on applying
cultural and semiotic research to emerging markets. He also leads advanced
semiotics training programmes for the UK’s Market
Problem:T-Mobile pre-tested communications and tracked brand health but needed to understand how multiple campaigns were working by each element as well as impacting on the brand.
Approach: MESH works alongside T-Mobile’s research, creative and media agencies tracking experiences in real time to help optimise campaigns as they roll out.
Action: At a media level, MESH helped T-Mobile identify the strength of its magazine strategy for the agency to fully capitalise on this. As the branded value ‘Night In’ proposition was launched with a variety of executions, the MESH rapid feedback was used to optimise future executions. At a strategic level, T-Mobile’s online trading team and its agency in charge of store windows have used MESH insight to feed into future planning. With Orange and T-Mobile coming together, MESH has gone back over a year’s data to evaluate Orange’s direct response strategy.
It is a great pleasure to welcome Fiona Blades to Prague - Fiona will join us for a workshop on "Tracking real consumer experiences" on the 5th of April in Prague, from 10am to 4pm, at Long Tale Café, situated at the Mfactory, Osadní 35, Praha 7.
Fiona is an experienced planner and researcher. Following a career as a Marketing Manager for Spillers Foods and as an Advertising Planning Director, Fiona set up MESH Planning in 2006 to create a new real-time research approach to evaluate every touchpoint from TV advertising to In Store to Word of Mouth.
This award-winning approach to tracking experiences, resulted in Media Week listing MESH in ‘10 to watch, the new Facebooks’ and was described by industry insiders as ‘Millward Brown orthodoxy-busting’. Fiona has been listed in the entrepreneurs section of Research magazine’s 50 Faces to Watch in 2007, and sits on the Cranfield School of Management MSc Advisory Board and Hackney and City Carers Partnership Board.
We are researchers and planners excited about the new possibilites offered by the Internet. We mesh up research and planning techniques to FIND, CONNECT AND CREATE.
FIND:we love to identify the most effective insights for brands using creative combinations of research techniques. On top of identifying insights, we use social network analysis to find the right people - influencers, connectors, inspirators, brand ambassadors...
Open Ideo is a great co-creation platform. The big difference between Open Ideo and other crowdsourcing online platform is its focus on collaboration rather than on solitary responses to the briefs. The co-creators can get inspired and they can inspire each other through the initial Inspiration stage where all the relevant contextual material is collected and reviewed. This openness is possible mainly because Open Ideo deals with non-profit projects. To achieve the same degree of openness is difficult for business co-creation as the competition amongst the co-creators is inevitably higher and there is also a general - though in my opinion unnecessary - need for secrecy. We are hoping to learn from Open Ideo as much as we can!
It is a great pleasure to welcome John Griffiths to London in Prague. John has been planning on advertising for 25 years now, direct marketing for 17 years and integrated it all together with sales promotion, sponsorship, PR and latterly the web for the last 14. John has been running Planning Above and Beyond since 2000 – a consultancy pushing the boundaries of research & planning. Clients include Cisco, Tesco and Intercontinental hotels. He also runs research training as a partner with Mike Imms, the AQR and the research component of the IE business school online MBA. Open source projects he has helped to initiate include the Research Liberation Front, Waggledancers and the Cloud of Knowing. From this last project came a paper called the Cloud of Knowing given at this year’s MRS conference which is currently shortlisted for Best New Thinking and Best New Paper. Its subject is the incorporation of online content within market research. John continues to work with his clients as a catalyser to ensure that research is more a movement than a product or a process. Learn more about John Griffiths: www.planningaboveandbeyond.comwww.paab.typepad.comwww.waggledancers.com
WORKSHOP DETAILS Topic: Cloud of knowing: crowdsourcing as a planning tool When: Tuesday November 30th (10 AM – 4 PM)Where: Long Tale Café, Osadní 35, Prague 7
10.00 – 11.00Overview of planning tools 11.00 - 12.30Focus on insight generation techniques as core planning tool- learn how to generate customer insights, focusing on what we know about the customer but also deliberately focusing on whatwe DON’T KNOW, to bring up our unconscious and conscious assumptions 12.30-13.15 lunch 13.15-16.00 Communities of interpretation- learn how to put crowdsourcing into practice by employing groups and communities to interpret vast amount of freely available data on the Internet Work on a real case online in smaller groups in order for the participants to quickly adopt the tool and use it in their business practice
Register here. For more information write to email@example.com, or call +420 774 878 771.
The concept is simple: members of the public can download a free software program that runs silently in the background of their laptops detecting tremors and collecting data from the accelerometer in their machine. The data that is collected is transmitted to researchers who can analyze it and use it to (hopefully) predict an earthquake.
Episode 3: Not even the volcanic ash could delay this episode, a clientside special in which two former senior clientside insights folks dish the dirt on agencies (well, sort of!).
We’re pleased to welcome Lisa Ohlin who recently headed up the global insights function at Cadbury, famous for its Gorilla campaign. A campaign that, interestingly, tested poorly in research but was greenlit nonetheless (something we discuss).
And then there’s Jaroslav Cir, a former key insights player in the Rexona (deodorants) division of Unilever. He became well known for favouring non-traditional methods and approaches, and the agencies that espoused them. Techniques such as semiotics, crowd sourcing and co-creation. He recently left the UK for his native Czech Republic, opening a research agency in a Prague cafe.
We chat about…
Agency biz dev approaches they liked/didn’t like.
Why larger agencies are a turn-off.
Whether their views have changed in the switch to agency-side.
Allowing new suppliers not already onto the supplier long list.
Why Cadbury allowed the Gorilla ad. to run against negative research feedback.
What research needs to be to support both emotional (intuition) and rational (hard data) decision-making.
Whether FMCG companies are getting more comfortable with social media – the Wispa example.
Activating research clientside – the Bournvita battle plan.
Getting clients away from their desks and in front of people (consumers) – focus groups in a cafe.
It will be a great pleasure to welcome Neil Perkin in Prague at the end of April.
Neil Perkin is a renowned strategic planner, writer, blogger and the founder of Only Dead Fish, a digital and media consultancy that specialises in applying strategic understanding of social and emerging media technologies to help businesses innovate, become more agile, and optimise their effectiveness within the new, networked communications environment.
Neil has over 20 years media owner experience and was latterly the Director of Marketing, Strategy and Digital for IPC Media, the largest consumer publisher in the UK and publisher of multimedia brands including Wallpaper, Marie Claire and the NME. In this capacity Neil ran award-winning strategy, planning and consumer insight functions and was at the centre of defining and implementing the digital strategy for one of the largest media owners in the UK.
Neil has been active in the social media space for a number of years and his blog, ‘Only Dead Fish’, is one of the most popular and authoritative media and marketing blogs in the UK, as ranked by Advertising Age. He is a writer, commentator and a regular keynote speaker on content strategy, emerging media, digital commercial strategy and social technologies, a contributing author to “The Age of Conversation”, a collaborative book published by the top global marketing bloggers. Neil has won more industry awards than just about anyone in UK media, with five awards to his name including a Campaign Award, two Media Week Awards and an Association of Online Publishers award.
Neil Perkin will join us for London in Prague workshop to share his experience in effective community building on Friday, April 30th.
His workshop will take place at Long Tale Café, Osadní 35, Prague 7. We will start at 10am and we aim to finish at 3pm.
The agenda of the workshop is as follows:
10am - noon
Everyone's a content producer: individuals, brands, advertisers, your audience
In a non-linear, networked world the rules around content have changed for good
The value equation between a brand and it's audience now reflects this new reality
Smart brands understand how community works, how it can benefit their business, and look to build community around what they do
This requires them to undo a lot of what they think they know, and change the way they work
Effective community building isn't easy - this session helps you to identify and avoid the many pitfalls that some brands are already falling foul of
break for lunch
1 pm - 3 pm
Group exercise - effective community building in practice
If you want to know more or would like to register please fill in the registration form: http://registrace.londynvpraze.cz/
Feel free to contact us on firstname.lastname@example.org or call us at +420 774 878 771.
Looking forward to seeing you in Long Tale Café (Osadní 35, Praha 7) on April 30th!
"Connected" is the triumphant cry these days. Connection has made people arrogant, impatient, hasty & presumptuous. I think in many ways connection has been disastrous.We have confused information (of which there is too much) with ideas (of which there are too few). I found out much more about the world and myself by being unconnected. Nothing I can say in protest against the proliferation of Connected' is the triumphant cry these days. Connection has made people arrogant, impatient, hasty & presumptuous. I think in many ways connection has been disastrous. We have confused information (of which there is too much) with ideas (of which there are too few). I found out much more about the world and myself by being unconnected...It is misleading, creating the illusion of knowledge, which is in fact the most profound ignorance. - Paul Theroux