John Griffiths' Podcast

Talking about the likeability of advertising - when its useful and when its not. And doing a comparison with the approach to advertising of the first ad agencies with planning departments at Boase Massimi Pollitt and J Walter Thompson. Drawn on interviews used for the book 98% Pure Potato

What I am doing now in the revived podcast is focussing on today's issues for communications looking back to compare how the first planners addressed them. You can of course find out lots more by getting hold of a copy of 98% Pure Potato but there is plenty of the ancient wisdom via these podcasts.

The week account planning started in 1968 with BM@P opening its doors and J Walter Thompson launching its planning department on Nov 1st. Where are we now? I talk about the significance of the beginning and how it differs from today.

something I have been meaning to say for ages - the book 98% Pure Potato started its life in 2012 but it took until 2016 before it came out. So here are some learnings for fledgling authors

explaining how we move from storytelling back into marketing to look at the new ways the brand has learned to behave and how we bring those to life.

Just making the point that with a single scene we can use the screenplay technique in qualitative research - the example I give is that of the London Eye. But it can also be used as a single scene development in shorter workshops

within a cast of characters mentors and rivals can play a particularly useful role. I explain how.

Moving on further into the brand screenplay workshop the discussion is about pushing the brand off balance - until it goes somewhere new and has to move away from conventional behaviour

In this episode about brand screenplay workshops we cover the brand character and selecting the cast of other characters we put around them.

Genre is what makes a screenplay come alive - I explain how I use genres giving some examples