PLANNING WITH THE WHEELS OFF
PLANNING AT THE UNION
USER OBSESSION
CREATIVE LAUNCHPAD
PROACTIVE PLANNING
PLANNING AT THE UNION
PLANNING AT THE UNION
USER OBSESSION
User obsession The faster pace of change in consumer society means that a strong incumbent brand can be de-positioned more quickly than ever before. Brand owners therefore need to listen hard for changing customer needs and be healthily paranoid about their product/service proposition and find ways to continuously improve it.
- Phil Rumbol, Campaign, April 2017
Places to look for user inspiration
Crowdcultures
Art worlds
Targeting crowdcultures
Brands for a Better You
When ‘better you’ is a lumberjack
WHAT???? 
 WHY IS BETTER ME A LUMBERJACK?
Alienation from the means of production
Fetishisation of labour
When ‘better you’ is a lumberjack
When ‘better you’ is a lumberjack
When ‘better you’ is a lumberjack
When ‘better you’ is a lumberjack
"I have no rational reason for wanting an axe, but they look modern and historical all at once, and I enjoy the sense of masculinity they bring to a home, knowing full well how wankerish that sounds...
When ‘better you’ is Post-Human
PROVIDING A CREATIVE LAUNCHPAD
Providing a Proposition
NOT BARBECUING CHICKEN PROPERLY CAN STOP YOU ENJOYING SUMMER.
HIGH LEVELS OF REPORTED BEHAVIOUR CHANGE: 74% WILL COOK THOROUGHLY 59% WILL CHECK NO PINK MEAT
Propositions - an Alternative
Collage of items from the exhibition: from Bond to Bagpipes, Marmalade to Kilts.
Collage of items from the exhibition: from Bond to bagpipes, marmalade to kilts.
RESULTS: EXCEEDED TARGET NO. OF VISITORS BY 66% A NEW RECORD FOR A WINTER EXHIBITION
IN THEIR HANDS
Proactive Planning
PROACTIVE PLANNING
THE ANNOYANCE LIST
THANK YOU