Bec DrummondHow the art of warfare can be applied in the trenches of 2018 planningFor those (like me) who are fascinated by ancient and modern history, you would have come across the ancient Chinese military treatise…Nov 28, 2017Nov 28, 2017
Bec DrummondThe traits of a “good strategy”, and how to avoid a “bad strategy” in planningWhen you think of the word ‘strategy’ in our industry, the first thing that may come to mind might look something like this:Nov 28, 2017Nov 28, 2017
Bec DrummondConsumer portraits (individuals) or cultural moments (herds) — what’s more useful for planning?Being a huge fan of Malcolm Gladwell, I picked up my next book to find The Guardian’s review on the front cover:Nov 28, 2017Nov 28, 2017
Bec DrummondHow to ‘zag’ in media planning and strategyIn my last fast-take, The Purple Cow explored separating brands/companies from the clutter through remarkable thinking. Still interested in…Aug 27, 2017Aug 27, 2017
Bec DrummondHow advertisers can turn a brown cow into a purple cow in planning and strategyAt some point, you may have come across the five (or more) P’s of marketing — product, pricing, promotion, packaging, positioning, etc —…Aug 9, 2017Aug 9, 2017
Bec DrummondHow to not have your idea featured in Brainstorm BingoWhen I studied Communications Council AWARD School in 2014, an Executive Creative Director of a global creative agency told my class the…Aug 1, 2017Aug 1, 2017
Bec DrummondHow to connect with a bunch of “irrational buyers” through strategy and planningWith a cold Sunday that was definitely a guilt free pass to remaining under a doona and close to a heater, I finished the next book on my…Jul 2, 2017Jul 2, 2017
Bec DrummondWhat Malcolm Gladwell’s Tipping Point taught me about fixing windows in planning and strategy“The best thing you can do for your career is to read”. Being a mid-weight planner in Adland, I’ve naturally looked at this statement as…Jun 23, 2017Jun 23, 2017