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Creativity vs Strategy
Creativity depends on strategy to be effective and successful. And vice versa. Do they need to live in harmony together? From the United Kingdom, the British agency Five by Five’s strategy director Catherine McPherson and creative director Ravi Beeharry discuss the secret to an effective relationship between creativity, strategy and craft. Strategy, creativity, or craft – which is more important…
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The Future of Brands and Measurement - IPA Excellence Unit 4
4 down, 2 to go.
I'm consistently surprised by how fast the time is going. It doesn't seem that long ago that I was able to post my first submission. But, now we're into March, and thankfully, the sun is a little more reluctant to set each evening.
Apart from the impending lager top season, this also points to the fact the biggie is getting closer, which is both exciting and scary in equal measure.
So, module 4, the widely recognised "tough" unit, measurement.
It was indeed a tough unit, but in my opinion, it has also been the most gratifying. The reading list was long and at times almost impenetrable. Timing wise, Christmas and New Year, the challenge was doubled - who in their right mind fancies reading about Paradigm Shifts and Karl Popper when all around you in medialand people are packing as much booze and mid to high range cuisine down their necks as possible?
This unit has arguably done more for my confidence than any other - being able to talk, fluently about relevant metrics, and their impact to business has been hugely important, but additionally it is the development of my opinion in such matters - i now have an opinion on metrics, something i wouldnt have been able to say before. The development of ones own voice, opinion and the increase in confidence continues to make the diploma worthwhile.
This module, edited by Peter Field (he of Era of Accountability fame) challenged us to do two things, in a slight change of format from previous units.
Firstly, we were asked to prepare a hypothetical presentation to the global board of Research in Motion, the troubled manufacturer of Blackberry. In this we had to state the problem as we saw it, and then suggest ten metrics which would not only help stem the trouble they were experiencing, but could also lead and direct the company in the future.
Secondly, and along the lines of the previous essays, we were asked in 1200 words to suggest what we saw as the future of brands and measurement.
Happy to say that i did ok, feedback was positive and can take a lot from not only completing the work, but completing the reading, a feat in itself.
Presentation to rim tom darlington
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IPA Excellence Diploma -Module 4 Pt2 - Brands and Measurement - Tom Darlington
