March 30th, 2010. Posted by James Devon
Time to dance on some semantic pinheads.
I’ve always loved this cartoon from gapingvoid:
Which goes some way to explaining why I like to tease apart Effectiveness and Efficiency. Here’s how my version of the story goes.
3. Effectiveness & Efficiency
This becomes really important when working out what your objectives are. To take a customer journey as an example, a brief may start with a need to rationalise the number of communications. This is an efficiency argument, not an effectiveness one. By culling some comms you will reduce cost, but you must not lose sight of the fact that you may also reduce your effectiveness. Far better to disentangle efficiency and effectiveness early in the process and aim, as usual, for top right. Top right should always be where it’s at.
It’s worth noting that this also has implications for Performance Related Pay (PRP) contracts between Client and Agency. (Incidentally, PRP is an important part of MBA’s relationship with its Clients – surely any agency promising enhanced business performance for Clients would incorporate this too?)
Of course this has all been better expressed elsewhere. So I’ll finish with a quote from Peter Drucker:
“Efficiency is doing things right; effectiveness is doing the right things.”.
March 19th, 2010. Posted by James Devon
We’re looking for an Integrated Account Manager to work on some of our lovely Clients. If you’re interested please tweet @ClaireFrankling with why you should get an interview.
March 11th, 2010. Posted by James Devon
Understandably, we’re remarkably chuffed that our work with Everest has been recognised with an IPA Effectiveness Award. Here’s little me picking up the incredibly heavy trophy along with Lord Burns, our Clients from Everest and Clive Anderson.
I’m not bothered that we didn’t win the Grand Prix. We were often up against brands that have been spending gazillions for decades. And besides, even having a case that’s clear enough to bother entering these awards is pretty darn good!
Our work with Everest is evidence that our “Brand Action” philosophy works. Big idea / brand thinking married to response / business tactics working together in harmony to deliver the numbers for Client’s business.
Now I want to win another one.
March 9th, 2010. Posted by James Devon
The London Eye is celebrating its tenth birthday today. It has become an iconic part of the London skyline and has attracted 36m visitors.
(picture sourced from here in Tristan Legros’ photostream)
But who remembers that it was late?
Those of you with simple mathematical skills will be able to work out that ten years ago was after the millennial celebrations. Shouldn’t a millennium project have been ready before the clock struck twelve?
Well, ideally yes it should have been ready. But it wasn’t. They got it right instead and launched it late. 36m visitors in ten years and no-one remembers it being delivered late.