I conduct research > find insights > develop winning strategies
Show, don't tell:
Before:
After:
Client:
Christopher Ward Watches
"Swiss Movement English Heart"
"Do Your Research"
And what brand wouldn't want this social media response:
Client:
American Legacy Foundation
(nonprofit tobacco control org.) & Crispin Porter Bogusky
The campaign exposes tobacco industry practices.
Named as one of the top 10 ad campaigns of the 21st century by AdAge
Before:
"RAGE"
After:
"TRUTH"
Client:
OK Soda (Coca Cola)
And finally - I was the idiot that developed the strategy (along with Sergio Zyman) that lead to OK Soda & Fruitopia:
"While OK Soda appears on retrospective lists of failed soft drinks and fluke ad campaigns, Analyst Thomas Flight posits that OK Soda may have been "ahead of its time" in its attempts at "brand disillusionment" through its subversion of traditional marketing. For example, Liquid Death has used similar "lifestyle play" marketing techniques with great success. Meanwhile OK Soda's original merchandise, cans and advertising material can still be found readily on eBay with asking prices sometimes in hundreds of U.S. dollars."
Wikipedia Entry: https://en.wikipedia.org/wiki/OK_Soda
Some of the huge number of clients I've worked with / for over the years.
About Me:
How did I get here?
I believe in primary research. I do it myself (because it's not something you can farm out) I talk to people. I walk in their shoes. Then I marinade. All the while I'm talking with the client. Then we get ideas. Then we work together to develop the strategy.
I started out on my own in 1992
Then developed and Agency called Informer - based in London & NYC
Then moved on to be planning director of an ad agency on Madison Ave
These days I live in Somerset, so don't travel so much thanks to Skype and Facetime and, thankfully no longer have to get on too many planes.
Then wrote a book about how to unf*ck the world which I shamless plug at every opportunity because I very much want people to read it.
"Trustonomics"
Gramskii Discussing the Book
Wondering if I can help you develop a winning strategy if so, what do I charge?
In terms of fees - I take my lead from the BBC Dragon's Den presenter Evan Davis. On his website he used to explain he didn't have a set fee, but judged each potential project on a number of criteria:
Interest in the project
Commitment to the 'cause' - in which case I might work for free
Is the client 'nice'?
Does the client have the budget?
To be clear, I'm happy to offer initial thoughts FOR FREE
For more considered and reliable feedback, I can generally provide real, objective value starting at around £3,000.
If you're a multinational - this doesn't apply to you!
(A major project for a large organisation may cost £30k+)
I also work on retainer - depending on project and time required, my fee would generally be £3k - £5k / month
If this sounds of interesting please get in touch - I'd love to hear about what you're up to.
