Account planning school of the web, my turn.

'The Account Planning School of the Web', I think most of you know what it is, but those of you who don't it's something Russell set up to help other planners, strategy people, or just anyone interested. It's designed to help them think about, and get feedback on, an issue pertinent to the planning process (Mum & Dad, planning is what I do for a living now). A problem or question is posed and then feedback given and winner announced after a month.

I judged it once before (results here), and very much enjoyed it. So I'm doing it again. The last couple, which were done by The Northern Planner, and Rob The Sod, were really interesting and anyone thinking of entering should not only read the previous assignments, but more importantly, should read the advice offered by the judges; you won't go far wrong if you listen to those two.

So, to the task. Quite a few of the assignments recently have been pretty technical; covering the essentials of planning. So I thought that I would deviate a little from core skills and focus instead on general thinking - that is to say - showing an interesting approach to tackling a problem. Finding that unique take on things is an important skill for a planner. It's the type of attribute that will make the people you work with want to spend 10 more minutes talking to you following a meeting. 10 more minutes chewing the fat with you in the pub after work. And it might just be the thing that gets you the job in the first place.

So the assignment is:

Tell me what you think could be done with the Extra brand (yes, the chewing gum one), and explain your reasoning?

I know this is open, but that's the point - the lack of boundaries. So if you come back and say you think they should bring out a new coconut flavour, then I'm not going to be that impressed. Think about it. It's a fascinating brand - so pervasive, yet so meaningless. Which I think makes it sort of interesting. So think beyond chewing gum.

The deadline is in one month (please send them to paul5458@hotmail.com), let's say the 12th December, in powerpoint or pdf, no more than 10 slides.

I should probably add that I know nothing about the category, so I'll be judging the assignments based on how interesting they are, as opposed to how 'right' they are.

Any questions then mail me or leave a comment. Otherwise, good luck.

Oh yeah, and the winner will get a copy of the new Steven Pinker book, The Stuff Of Thought.

Update: I couldn't find it earlier, but here is some really useful thinking and tips in the feedback that Gareth gave on the assignment he judged - top stuff.

Comments

[Ben]

Good prize.

[Paul H. Colman]

I'm willing to put my hand in my pocket for the next generation. That's the kind of guy I am.

[lauren]

nice one...

[David Mortimer]

That really is open!

[pooR\]

Paul,
Need clarification: 1) What do you mean by "what could be done" - I meant what is the task? Is it communication? A strategy that will help gain share? Create awareness? Or how to make people chew Extra all day? :-) A simple direction as a starting point would be great.

pooR\

[Paul H. Colman]

I don't want this to feel like a cop out, but that is the task - what could be done with the brand, not the product. Of course you could do something with the product, that's one way of looking at it. But I just want people to think a little beyond the conventional, and think about brands.

When I think about Extra I'm struck by how often I come into contact with them - I spend most of the day with their product in my mouth, and yet I have almost zero relationship or real loyalty to the brand.

So maybe you'll want to explore what they should do around advertising communications. Or, maybe you'll wan to explore what they do digitally. Maybe it's a CSR project about cleaning up the streets (in London chewing gum on the street is a menace). Or, maybe it's a brand extension project, and you think they should be entering a completely different category.

You could choose any number of objectives, that's up to you. I know that's open, but that's what I'm interested in - hearing how you think.

Does that help?

[Willem van der Horst]

Cool that's great, I'll play! And thanks for the additional information. It's also funny that I'm more of an Airwaves person when it comes to chewing-gum and I never really thought why... I'll get on to it, I'm sure there some interesting stuff to come up with!

[pooR\]

Makes life little simpler. Thanks.

[Paul H. Colman]

Good luck chaps.

[NP]

Rob the Sod, very good;-)

[Rob Mortimer]

Now that's how to make an open yet fascinating brief...

[Paul H. Colman]

I hope people don't find it too open. I don't have an answer, so there's no reason to fear the task.

[Rob Mortimer]

Personally I think its spot on. Its very open ended, but with good reason.

[Guscasas]

Wheee!

[Seb]

Only one possible suggestion or way (product, advertising, csr, web, whatever) or can we offer a whole nice bouquet of ideas, Mr Schoolmaster, Sir?

[Paul H. Colman]

You can suggest anything you like, Mr. Seb, it's your call.

[Seb]

Great. Then hopefully I will fire from every direction. Thanks, Mr. Paul.

[Paul H. Colman]

I'll be waiting, and watching, and other stuff that makes me sound weird.

[James]

I've only just found this, really want to get stuck in. How flexible is the deadline? Cheers!

[Paul H. Colman]

James, if you can get it to me by the end of this week, that would be fine.

[James]

Thanks Paul, nice to know someone of your esteem is so amiable. I'll have to you by then. Thanks.

[Paul H. Colman]

My 'esteem' is lower than you might think, but nice of you to say all the same.

[BeeCee]

Could you maybe be persuaded to let someone who's suddenly swamped for the evening and really wants to finish this submit it tomorrow?

[Paul H. Colman]

Yup, end of the week is fine.

I look forward to reading it.

[Zach]

Hi Paul,
I just wanted to follow up and make sure you got my submission. On that note...did you get my submission?

[Paul H. Colman]

I did, thanks Zach.