'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.
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