Tag: marketing

Brainwriting – when a brainstorm is just too slow

Having worked on 20th Century Fox for the past 2 years I’ve run a huge amount of brainstorms. Last week I was set the challenge of running a 5 hour brainstorm in which I had to generate ideas for 5 different films (with 12 sub challenges). I just wanted to share some of the learnings from the session.

With 12 challenges in 5 hours, I had less than 25 mins for each question which was always going to be tough, so rather than run a standard “Stand at the front and write stuff down” session, I decided to use a brainwriting technique that I had adapted from one I read about online (see herefor details of the basic technique).

My Adaptation of the technique is focused on getting people to improve a build upon ideas in order to deliver workable detailed solutions rather than wooly fantasies. It is described in detail at the bottom for those who are interested – it is really quite simple – a bit like those games you played as a kid where a group of people had to write a story but you had to take it in turns to write a line.

I found that this approach was incredibly effective for the first half of the session. When it was working properly, we had 15 different people all creating or improving upon ideas all at the same time. Compared to a standard brainstorm when only one person can talk at any one time and only one person is writing, this was an incredibly efficient use of people’s time.

This technique also avoided any negative influences such as the dominant personalities that love the sound of their own voices or the recessive personalities who might have great ideas but don’t like to voice them. It also means that people don’t judge the ideas on issues of practicality, instead they are encourage to make the idea workable.

A Note of warning however, this technique worked really well when the group had compelling stimulus and some clear hooks on which to generate their ideas. For the later part of the session, we were all a bit stumped for ideas to solve the problem and so getting 15 people to work in isolation really didn’t help as people needed much more hand-holding. So make sure that you are comfortable that it is a rich source of ideas.

A Second watch out – Don’t try to answer 12 questions in 5 hours! We probably answered 6 effectively, 3 half heartedly and 3 not at all. A Shorter brainstorm with fewer challenges would have been a much more efficient use of people’s time.

The Technique

1) THE TASK Set out the key problem as defined with the client
2) EXPLODE THE TASK: Take one attribute of the problem and as a group “explode” it. So if the problem is “How do we make this feel like a premium experience” then to “explode” it you should ask a question like “How do other categories create premiumization within their portfolios” or ” what is it about the current experience that feels less than premium”. Basically you need to get the group to start to think laterally about the idea.

3) A FIRST APPROACH: Keeping the results of stage (2) on the wall/flipchart then you can start the Brainwriting stage. Hand out a piece of paper to each person. Then give them 1-2 minutes MAX to write down just ONE good idea to address the TASK.

4) The ANGLE: Once stage 3) is finished get them to pass the idea to the person to the right of them and allow them to read the idea they have received. Then go back to the results of stage (2) and pull out an example of a brand or a category that excels in solving the problem that you have. Spend a few minutes discussing how that brand/category works and then ask the question “How would X improve the idea that you have in front of you”. Then give the group another 2 minutes MAX to improve and build upon the idea that they now have in front of them. It is important that they do not try to create new ideas at this stage, but focus on making the idea in front of them better, whilst focusing on the angle that you have selected.

Repeat stage (4) upto 2 or 3 times each time passing the idea along and introducing a new angle.

5) Go round the table getting people to summarise the idea and developments. You will find that you have a surprisingly high number of well worked through and imaginative ideas. This is also the opportunity for the group to build on the ideas that they hear.

Finally – ensure you have some kind of filtering process in place to whittle down the ideas to the best ones. I’ll talk about this again in the future, but it is vital

Resonance is the new relevance

Just a really quick one. Two buzz words have dominated media planning in the past few years. About 5-6 years ago it was all about relevance – making sure that a message is relevant to the mindset and interests of an audience whilst they are consuming a particular medium. Then over the past two or three years people have been talking about engagement a lot, so not only do we want people to find something relevant, but we want them to actively consume our message rather than just passively absorb it.

Today I read an article in new media age about Twitter’s Promoted Tweets model and the news that if a brands messages are not forwarded on enough by consumers then the brands will be dropped, but without charge. It’s a really interesting payment model and launches a whole new trading option on the media world – PPR = Pay Per Resonance (You heard it here first) – the idea that brands pay for the viral effect of a campaign.

I can’t imagine that traditional creative agencies would want to be remunerated on such a basis any time soon, but it could be a revolutionary formula for some of the challenger digital agencies who really want to stand out.

Finally a foray into blogging!!

Hello all, and by all, I mean the two or three friends that I have forcibly pushed in this direction to read this. Thankyou so much for stopping by.

This particular posting is going to be pretty short; I’d like to say sweet as well, but feel that may be a little presumptious of me. Anyway, all I’m going to do here today is explain my reasons for doing this blog in the first place.

My main reason is that I don’t feel that I can comment on the exploding media world(in which I work as a media planner,) unless in some way at least I am part of it, and right now I feel actually quite detached (as a consumer) from the way media is going.

Having once felt like I was close to the leading edge of the digital “revolution” (we got internet at home in 1995 which was pretty early) I feel like things really have overtaken me and although I’m a big fan of the internet, I’m actually very stuck in my online habits.

Yesterday my colleague sitting opposite was involved in a Q&A session with people working for him. This Q&A session was held on Second Life!! I realised at this point that whilst obviously I knew all about Second Life, I had no first hand experience of it whatsoever – How could I comment on these trends if I wasn’t experiencing them.

It’s not just Second Life. I don’t have a profile on MySpace, Bebo, Facebook or any of those community sites which appear to have replaced smoking in terms of both addictiveness and the ability to expand your social network. The furthest I got on digital networking was Friends Reunited.

Anyway, this blog is my first step in rectifying this situation. I’ve been in countless meetings quoting the “POWER OF THE BLOG” and yet have barely ever read any blogs and have never written one.

So here is my blog. It is going to be an account of me endeavouring to drag myself into the 21st century of media and the weird and wonderful things I encounter on the way. It will probably be of interest only to my nearest and dearest, and to them only because they want to keep me happy, but as much as anything it is an exercise in discovery – if nothing else it might give me a chuckle when I look back at it in a few years.

I hope to write something here about once a week, probably on Monday when I’m procrastinating on my work, so if you haven’t gouged out your own eyeballs yet and are of a particularly masochistic tendency then please do come back for updates.

Bye for now

Dan