25. 4. 2010

John Griffiths Show - ResearchTalk

The John Griffiths ShowJaroslav CirLisa Ohlin






Episode 3: Not even the volcanic ash could delay this episode, a clientside special in which two former senior clientside insights folks dish the dirt on agencies (well, sort of!).

We’re pleased to welcome Lisa Ohlin who recently headed up the global insights function at Cadbury, famous for its Gorilla campaign. A campaign that, interestingly, tested poorly in research but was greenlit nonetheless (something we discuss).

And then there’s Jaroslav Cir, a former key insights player in the Rexona (deodorants) division of Unilever. He became well known for favouring non-traditional methods and approaches, and the agencies that espoused them. Techniques such as semiotics, crowd sourcing and co-creation. He recently left the UK for his native Czech Republic, opening a research agency in a Prague cafe.

We chat about…

  • Agency biz dev approaches they liked/didn’t like.
  • Why larger agencies are a turn-off.
  • Whether their views have changed in the switch to agency-side.
  • Allowing new suppliers not already onto the supplier long list.
  • Why Cadbury allowed the Gorilla ad. to run against negative research feedback.
  • What research needs to be to support both emotional (intuition) and rational (hard data) decision-making.
  • Whether FMCG companies are getting more comfortable with social media – the Wispa example.
  • Activating research clientside – the Bournvita battle plan.
  • Getting clients away from their desks and in front of people (consumers) – focus groups in a cafe.

Groove on.

 1 minute TEASER [1:19m]: Hide Player | Kevin Macleod.

References: Greg Rowland, John Kearon, Research International (RI), John Pawle, QiQ International, Conquest Research

Posted via web from Jaroslav Cír

20. 4. 2010

Neil Perkin: Whats Next In Media

Neilova prezentace o trendech v médiích i o komunitách, které lze jen těžko uměle vytvářet - spíš jde o to najít danou komunitu a najít i to zajímavé, kolem čeho komunita vznikla. A stát se - jako značka nebo organizace - pro takovou komunitu užitečným.

S Neilem se setkáme 30.4. v Long Tale Café (www.longtalecafe.cz).

Workshop se bude skládat ze dvou bloků:

10.00 – 12.00 Prezentace
- Všichni jsme tvůrci obsahu - my a hlavně naši zákazníci!
- Příležitosti a nástrahy nelineárního a propleteného světa
- Hledání rovnováhy mezi značkou a jejím publikem
- Jak využití komunit ve prospěch značek
- Efektivní budování komunit a práce s komunitou

(přestávka na oběd)

13.00 – 15.00
- Praktické cvičení ve skupinách - jak efektivně vybudovat
komunitu v praxi

Kapacita workshopu je 25 míst. V tuhle chvíli máme obsazeno asi 20 míst.

Link na registrace je zde:

Posted via web from Perfect Crowd

19. 4. 2010

Neil Perkin in Prague

It will be a great pleasure to welcome Neil Perkin in Prague at the end of April.

Neil Perkin is a renowned strategic planner, writer, blogger and the founder of Only Dead Fish, a digital and media consultancy that specialises in applying strategic understanding of social and emerging media technologies to help businesses innovate, become more agile, and optimise their effectiveness within the new, networked communications environment.

Neil has over 20 years media owner experience and was latterly the Director of Marketing, Strategy and Digital for IPC Media, the largest consumer publisher in the UK and publisher of multimedia brands including Wallpaper, Marie Claire and the NME. In this capacity Neil ran award-winning strategy, planning and consumer insight functions and was at the centre of defining and implementing the digital strategy for one of the largest media owners in the UK.

Neil has been active in the social media space for a number of years and his blog, ‘Only Dead Fish’, is one of the most popular and authoritative media and marketing blogs in the UK, as ranked by Advertising Age. He is a writer, commentator and a regular keynote speaker on content strategy, emerging media, digital commercial strategy and social technologies, a contributing author to “The Age of Conversation”, a collaborative book published by the top global marketing bloggers. Neil has won more industry awards than just about anyone in UK media, with five awards to his name including a Campaign Award, two Media Week Awards and an Association of Online Publishers award.

Neil Perkin will join us for London in Prague workshop to share his experience in effective community building on Friday, April 30th.

His workshop will take place at Long Tale Café, Osadní 35, Prague 7. We will start at 10am and we aim to finish at 3pm.

The agenda of the workshop is as follows:

10am - noon

  • Everyone's a content producer: individuals, brands, advertisers, your audience
  • In a non-linear, networked world the rules around content have changed for good
  • The value equation between a brand and it's audience now reflects this new reality
  • Smart brands understand how community works, how it can benefit their business, and look to build community around what they do
  • This requires them to undo a lot of what they think they know, and change the way they work
  • Effective community building isn't easy - this session helps you to identify and avoid the many pitfalls that some brands are already falling foul of

break for lunch

1 pm - 3 pm

  • Group exercise - effective community building in practice

If you want to know more or would like to register please fill in the registration form: http://registrace.londynvpraze.cz/

Feel free to contact us on info@londynvpraze.cz or call us at +420 774 878 771.

Looking forward to seeing you in Long Tale Café (Osadní 35, Praha 7) on April 30th!

10. 4. 2010

The Brain Tap Series: Interview 17 – Neil Perkin « One Size Fits One

It’s high time I dusted the cobwebs off the interview series. Who better to do that with than Neil Perkin? Famously of the dodgy goatee (I didn’t say that, he did!), Neil was the Director of Marketing & Strategy at IPC Media till a couple of weeks ago. Here’s what he has to say about media, Pingu and then some:

1. What is the most interesting job you’ve ever held and what lessons did you learn from it?

I should probably say my role at IPC Media where I was for a number of years and from which I continually learnt, but I’ve just left to set up my own business so I have a feeling that my learning curve in the short to medium-term future will be even steeper. Oh, and I once had a job in the cassette department of Tower Records (that shows my age) where I learned that Prince is even smaller in real life than you expect him to be.

2. Name one creative project or idea that made you wish you’d thought of it.

Not one creative project, but more a revolutionary funding platform for many. Kickstarter crowdsources micro-funding for “artists, designers, filmmakers, musicians, journalists, inventors, and explorers”. Like Kiva, it’s the human stories that make it so compelling. Platforms to connect people like this are what the web was made for.

3. Name one site or service that you’d invest in if you were a venture capitalist.

I’ve been mildly obsessing about Local Motors (I wrote about them here http://bit.ly/7v8eBq), the ‘next generation’ US car company that use designs crowdsourced from a community of thousands of passionate advocates to build genuinely different cars which can be sold and serviced through a network local units. It turns the high cost, lengthy design process and the highly centralized manufacturing model of traditional car production completely on its head. And that’s why I like it.

4. Name your favourite fictional character and an existing gadget or service they’d find useful.

Slightly off brief but my youngest daughter was once really into Pingu – now there’s a penguin that could seriously benefit from Google Translate.

(Anjali’s note: LOL!)

5. Do you think that for brands to reach out to a young consumer base, it has to have a digital component?

Absolutely not. There are so many options that I don’t think any medium is an absolute must for reaching any audience. Having said that, digital is clearly embedded in young people’s lives and an excellent medium for reaching them and for amplifying and spreading strong ideas. The Coke Happiness Machine is a good recent example of that.

6. What are your main hobbies and how do they influence your work?

Last year I ran my first marathon and I’m doing the Virgin London Marathon this year. Distance running is quite a zen thing to do. When you’re out on a good long run, it’s good thinking time. So you often come up with good ideas. As long as you’re then not too knackered to do anything about them.

7. Who’d be the best person to play you in a movie about your life?

Anyone with a dodgy goatee. If not, there’s always Pingu.


Thanks, Neil!

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Posted via web from Jaroslav Cír