No Tain, no gain

Thursday, October 12th, 2017

Capture

 

In case you didn’t know, the role of planning in any ad agency is “to embrace the consumer as partners in the process of developing advertising*”.

I think it’s fair to say that as the giving public becomes more diverse, more demanding and have more choice the art and science of outstanding planning in our sector requires even more skilled people.

And great planners are hard to find.

Which is why I’m over the moon that Tain Joliffe recently joined Open as a Strategy Director.

Tain has been working in the charity sector for fourteen years, for a diverse range of organisations and an equally diverse number of causes.

Organisations such as the Save the Children, RSPCA, The Labour Party, LLDC, NSPCC, and Unicef have benefited from her problem-solving, people-centred and creative strategising.

And as you’ll see if you get to meet her, she’s awesome.

If you want to learn more about Tain, and her thinking, have a read of this month’s Fundraising Magazine – she’s the agent provocateur.

Mark

* Truth, lies & advertising, The art of account planning, Jon Steel, 1998


Catch up with PDG at this year’s IFC…

Thursday, October 5th, 2017

A few weeks ago I sat in a room at Amnesty International’s office near Exmouth Market and attended my first IFC Advisory Panel meeting. I’d been asked to join the panel to help shape the theme, content and direction of IFC 2018. It’s a real privilege to join that group and I hope I will do a good job. If you have any ideas or opinions about the conference you’d like to share with me – drop me an email with IFC in the subject line.

 

It won’t be long to this year’s conference. It runs from the 16th to 21st October in a wonderful location in Holland.

 

I’m running a masterclass with Jo Wolfe this year. The theme of our masterclass is mobile and how charities can maximise the opportunity that mobile provides. We’re hoping it will be a great session for the delegates coming from all over the planet. I can already see that we will have attendees from as far afield as Brazil and South Korea. All the details are here if you’re going to be there. We’re also running a workshop in the main conference programme.

 

And if you fancy coming to the conference – there are still a few tickets available.

 

Hope to see you there!

 

Paul de Gregorio


Cider, kiwis and Millennials

Tuesday, October 3rd, 2017

kiwi

 

A lot of you will know that Open has a strong West Country contingent and we live up to the stereotype of being fond of a pint or two of cider…

 

But the reason this campaign by Old Mout caught my attention is because there is no mention of the product. Nothing about how good the cider tastes or that it’s good value, or that you’ll have a lot of fun drinking it.

 

Instead the sole focus is that Old Mout will make a donation to charity for every bottle bought to save the kiwi *cute*.

 

 

No doubt this campaign started life with a focus on audience – the much talked about but elusive millennial. And it’s smart because, more than any other audience, they care about the ethics and social responsibility of the companies they buy from. 73% are willing to spend more on a product if it comes from a sustainable brand (against an average of 66%). And more than 9 in 10 would switch brands to one associated with a cause. When it comes to purchase decision making the traditional drivers of price and convenience are taking a back seat.

 

Millennials matter to our sector as much as any other generation. But, given the fact that our reason for being is ‘social good’, surely attracting and engaging them should be an easier job for us than most of the corporate brands?

 

After all, there are 17 million of us and we’re all over the internet!

 

Fiona

 

Sources

Nielsen

University of California Berkeley