Hi there guys! I've been trying to edit the interview that I've kept threatening you with a couple of days ago. The one with John Griffiths. Unfortunately, I've realised that I'm not as good with editing videos as I first thought. It may be the fact that I'm not using the right software, it may be the fact that the software isn't being used by the right person or it may be both. Something is not working. So, as a next step, I'll go ask for some professional help. This means that everybody will have to wait for the final edit a bit more.

Until then, to keep you coming on the website, here's another teaser: the best edit I could do for now. It's John's answer to the classic "what is account planning?" question that I have an obssesion with. See what came out. Again, sorry for the poor quality of the recording.

De curand, am avut o revelatie: NU VREAU sa cumpar castraveti, pentru ca nu-mi plac. Deloc. Se pare ca mi-a luat 23 de ani ca sa ajung la revelatia asta. Pana acum, de fiecare data cand ma duceam in piata, scenariul era urmatorul:
- Spuneti, domnisoara!...
- O salata, va rog, si 3 rosii…
- Altceva ? venea indubitabil intrebarea cheie.
- Un ardei...
- Si ?...insista precupeata.
- ...si...doi castraveti.... venea si raspunsul timid, dupa o lunga framantare interioara, de al carei capat nu reusisem sa dau.
Cumparam castraveti de fiecare data, si partea cea mai ciudata e ca nu-i mancam. Ii lasam la sfarsit, si in cele din urma ii aruncam.
Mi-am dat seama de motivul pentru care se intamplau toate astea in urma unei conversatii cu o colega de serviciu, in timpul pauzei de pranz, careia i-am cedat din toata inima castravetii. In baza sintagmei “rosii si castraveti”, ajunsesem sa ma supun acestei norme sociale, cu implicatii financiare. Din simplul motiv ca din salata mea lipseau, in opinia precupetei, castratevetii, treceam peste ratiune si simtire si dadeam banul, fara absolut nici un folos.
Ma intreb acum, cati oameni in lumea asta cumpara produse complementare fara o nevoie reala? Daca mergem la sala, avem nevoie de echipament special (ca sa nu mai zic de genti de fitness); motocicleta vine cu geaca de piele etc.
Dar ce-ar fi sa punem problema invers: ce sanse de succes ar avea simplificarea produselor, intr-o era a overlaping-ului de domeniu? “Numai la noi, salata fara castraveti”, “congelator fara frigider”, “club fara muzica”... vezi Vodafone Simply, deodorantul fara miros de la Nivea (Pure) sau foitele dizolvante Listerine Active (alternativa simpla la guma de mestecat sau bomboane). E mai mult decat inovatie de produs, e disruption privind need statementurile unui consumator. Intr-un context de product / brand experience, ar putea fi util ca un producator sa izoleze beneficiile, sa-l vanda doar pe acela care lui, consumatorului, ii este relevant.

La nivel de target, e necesar sa punem intr-o noua lumina ideea de simplificare. Omul cu banii ar trebui sa gandeasca astfel: merita sa platesc pentru mai putin, pentru ca “mai putin” inseamna de fapt “mai putin inconvenient, mai mult beneficiu”.
Aici e vizibil rolul nostru, ca oameni de advertising (planneri, in speta): sa educam targetul. Si, eventual, clientul…

On Russell's blog I read this from Carol from London.

- How many planners does it take to change a light bulb?
- I don't know, how many planners do YOU think takes?

Zagar is an aborigine-like guy who lives in the United States together with Steve, a normal guy. What they both have in common is their passion for Bud Light. At least this is what their website says "Two worlds, one apartment. Luckily they both love Bud Light". Steve even has a blog where you can find out all about the ups and downs and everything in between living with Zagar. On the blog you can benefit from many of the advantages of being a web surfer: wallpapers, flick-r photos, AIM icons, both you tube and downloadable videos.

These are three ways of approaching shopper marketing depending on your level of interest on the subject.

Those who are very interested can start by reading Paco Underhill's books "Why we buy" or "Call of the Mall".

Those who just want to find out more about it, so that they can look wise at a conference can read this Malcom Gladwell article called "The Science of Shopping". Quite interesting.

Those who don't really care what shopper marketing is, but that do want to know more on how shoppers feel in the supermarket can watch this classic Seinfeld moment.

Am gasit acest video pe You Tube sub titlul de girlvertising. Il puteti gasi si voi daca dati search "Bucharest". Ei bine, video-ul asta mi-a amintit ca intr-o zi o masina similara a trecut prin Piata Romana anuntand din rasputeri un eveniment. Pieton fiind am apucat sa aud doar urmatoarele cuvinte ... "Un eveniment extraordinar pentru Bucuresti care se va desfasura Vineri, 28 iulie in Bucuresti ..." (textul este reprodus aproximativ) ... dupa care am avut neplacuta surpriza sa constat ca pe masura ce curiozitatea mea pentru eveniment crestea, masina se indeparta cu o viteza din ce in ce mai mare. Am incercat, am vrut cu toata vointa mea sa fiu victima acelei reclame, insa pur si simplu nu am putut tine pasul. Reclama fugea nebuneste spre Universitate doar doar sa nu aud eu titlul evenimentului. Poate nu eram in target. Probabil era vorba un eveniment care targeta atletii profesionisti sau joggerii de ocazie. Ei bine, eu unul admir marcile care reusesc sa isi selecteze eficient publicul nu doar din pozitionare, ci si cu ajutorul strategiei media.

And a possible controversial statement on measurement in this presentation "Only poor advertising is predictible". From Adliterate.

Well, it really did happen. It was on the beautiful night of the 3rd of July at the Amsterdam Grand Cafe on Covaci street in Bucharest. John Griffiths invited us to gather and have a nice drink and a nice talk about random planning thoughts (thank you John for the initiative on behalf of everybody). Very random I'd say, judging by the quantity of alcohol that some of us had. Lots of people who are called account planners within their agencies (me included) were there: Bogdana Butnar (Headvertising), Stefan Chiritescu (Graffiti BBDO), Stefan Pop (TBWA), Diana Ceausu (Imager), and Leo Burnett colleagues Ioana Gheorghita, Elena Ionita, Raluca Borascu, Laurentiu Semeniuc and Razvan Matasel. Still, I wouldn’t judge us by quantity. It was nice to see that we did get a sense of identity when talking about ourselves as planners and it was nice to see how account people who were there (from Leo, Graffiti, Proximity & Sister) did empathize with us. If any of you guys remember something nice from that night feel free to post. I think we should do this more often.

Am ajuns prin judetul Arad, localitatea Lipova. Acolo au si o apa minerala locala... Se pare ca sunt atat de indragostiti de ea, incat pentru ei nu exista alta apa minerala.

Exemple:
- in meniu, exista apa Lipova si "apa minerala diferita" (care poate fi Dorna, Borsec etc.)
- pe nota de plata la fel

Pe eticheta, un website imposibil de retinut si o adresa de mail la fel. In final am mai descoperit un lucru... Apa Lipova pe care tocmai o bausem expirase de cateva luni. Imi place apa minerala Lipova.

John Griffiths has been to Romania, but we haven't had the chance to tell you all about it. A video interview, opinions and pictures coming up on the website very soon. It will take some time to edit the interview ...

Euro Effie si-a anuntat finalistii si, cu asta, s-a terminat si experienta mea de jurat. Puteti gasi nominalizatii pe site-ul Euro Effie. In urma judecarii strategiei si rezultatelor (fara creatie) s-au calificat in etapa a doua 41 de campanii care au rulat in cel putin doua tari europene. 19 agentii se afla in spatele lucrarilor shortlistate, agentii din Austria, Ccehia, Franta, Germania, Grecia, Ungaria, India, Irlanda, Polonia, Rusia, Spania, Elvetia, Olanda si bineinteles UK (desi ei au IPA-ul si nu sunt mari fani ai Effie-ului – vezi si interviul cu Merry Baskin ).

Cateva concluzii si experiente ca jurat, ca spectator si ca participant:

1. Nici anul acesta Romania nu este pe shortlist. Anul trecut reusisem noi cu Wash&Go dar anul acesta nu am mai trecut in a doua faza. Ne dorim mult un EuroEffie si am mari sperante ca il vom si lua.
2. Lucrarile extrem de polarizate. Unele foarte bine scrise si argumentate cu cifre, rationamente si cercetari. Altele dimpotriva, extrem de speculative si care au incercat sa imbrace in cuvinte “mari” niste clisee. (tot voi scrie odata si oadata un articol despre “aspirational”, “open-minded”, “premium”, “WOW effect” si alte vorbe goale)
3. Sunt extrem de incantat ca am avut sansa sa judec 13 lucrari extrem de bune care au reusit si sa ajunga pe shortlist. Printre ele: Golf GTI (For Boys Who Were Always Men), Momax (Finally a non-Swedish furniture Store) sau Ministry of Tourism India (Incredible India)
4. Multe marci care au luat premii de creatie se pare ca au reusit sa realizezze o conversie a creativitatii in rezultate de businesss: Adidas (“usual suspect” la Euro Effie), VW Golf, Momax sau Visa
5. Avem multe de invatat de la P&G care ramane o scoala de marketing cel putin din punct de vedere al procesului de evaluare si izolare a efectelor comunicarii – 7 campanii din 41 !!!
6. EuroEffie incepe sa depaseasca sfera advertisingului clasic. Am jurizat promotii pentru trade sau jocuri si campanii pe Internet.

Sa asteptam castigatorii.