Latest STRATEGY articles

Chris Barbour, Head of Digital Marketing, Adidas

Over the years, ihaveanidea has been able to put together a rather impressive [if we say so ourselves] interview vault featuring the very best Creative Directors from around the world. However, the nature of this industry dictates that to make truly great work happen, you need a client who knows creativity’s value to their business, and that’s willing to let you venture out of advertising’s traditional comfort zone.

Catching up with Tomorrow Awards the shortlists // The Pepsi Refresh Project

In this second of a three parts series, we sit down with Rob Schwartz, Chief Creative Officer of TBWA\Chiat\Day in Los Angeles to discuss one of his agency’s three shortlisted campaigns : The Pepsi Refresh Project.

Catching up with the Tomorrow Awards shortlists // We’re All Fans

In this first of a three parts series, we sit down with Rob Schwartz, Chief Creative Officer of TBWA\Chiat\Day in Los Angeles to discuss one of his agency’s three shortlisted campaigns : We’re All Fans for the 52nd Grammy Awards.

Catching up with the Tomorrow Awards winners // YouTube Symphony Orchestra

We chat with Tom Uglow, the creative lead for YouTube and Google Europe and the person who headed the Symphony Orchestra project, about how it all came about and about a very geeky “what might have been”…

The Only Strategy That Counts – Yours

Considering the fact the word Strategy is in my job title, you’d think I was adept at creating strategies, evaluating market conditions, making shrewd judgements and forecasts and developing plans to build brands. I certainly hope my colleagues and clients would give me a thumbs up for my efforts. Frankly though I’ve been piss poor at using those skills for the most important audience of all – ME.

Why Your Idea Sucks

I hear it all the time. In fact, I’ve even done it myself and just recently a good friend of mine said it to me over a beer: “man, I had this great idea the other day but I didn’t write it down.” Sounds like a pretty shitty idea to me…

The Chinese Multinational Brand: A Long Road to Rome

No Chinese consumer brand is ready go head-to-head against Western counterparts on the latter’s home turf, despite Lining’s open a new store in Singapore. This is true in every category, from autos to alcohol and pharmaceuticals to hotels, although some non-consumer brands (e.g., Huawei electrical components) have made significant in-roads and will continue to.

That said, many Chinese brands are making progress in emerging markets such as India, Africa and South America.

Conversational Capital: RSO

Nothing is more powerful than when consumers make your brands story part of their story.
The best products and experiences owe their success to word-of-mouth communication. What follows is an explanation of the Myth & Relevant Sensory Oddity Engines described in greater detail in the book derived during memorable walks and epic conversations along Lake [...]

Conversational Capital: E.P.O.

As part of our full review of Conversational Capital for ihaveanidea, what follows is an explanation of the second engine illustrated in greater detail in the book – Exclusive Product Offering (EPO). In a nutshell, EPO is about letting consumers create an experience that emphasizes and actualizes their individuality.
People often become vocal, committed advocates of [...]

Planning Account Planning in the Hispanic Market

Why should agencies in the Hispanic market start seriously to implement true account planning within their organizations? Because the Hispanic consumer deserves it.
Let’s be honest. Until recently our market has had a pure implementation of two kinds of “mirror” approaches: One is the “brand-centric” approach, based on a re-application of the brand message with the [...]

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