Credentials

7 March, 2012

What is Outside/In?

A borderless brand consultancy offering strategic and creative services.

I work on my own or with high quality creative practitioners to create high value, timely solutions.

Outside/In started in 2005.

Who am I?

I worked as a senior planner in Ogilvy & Mather, Abbott Mead, Publicis and Chiat Day.

As Head of Planning at JWT EMEA, my clients included Vodafone, Ford, Jaguar, Kraft and Pfizer Consumer Healthcare.At JWT, I helped win and manage Shell (1996-2001) and Vodafone (2001-2005)

In 2009, I was honoured as the Creator of the APG Creative Planning Awards (which started in 1992).

Core Competences

• Strategic Planning for clients, agencies and charities• Brand Workshops – expert faciliatation• Total Brand Creation – naming, positioning,

branding and communications• Creating new planning working methods• Presentation training and brand storytelling

Who Uses Outside/In?

Companies that need original brand strategies brought to life with limited budgets, but who still expect high-quality creativity - Octopus Investments, Drawbridge Finance, Openwork

Advertising agencies that require high level planning solutions, delivered with speed and accuracy on specific projects, as well as creating systemic solutions, providing new ways of working - Publicis, Euro RSCG, Y&R , JWT and Langland

Who Uses Outside/In?

Companies that need simple, actionable insights from their research, brand idea development and workshops, skills training, and those looking to build better functioning teams – Nokia, Nestle, Zurich and Sodexo

Third sector charities taking a more professional approach to marketing –Leonard Cheshire Disability, Norwood and The National Autistic Society

Big recent projects

• Langland – new planning system and training• Openwork – total brand creation (on going)• Leonard Cheshire Disability – strategic planning• Octopus Investments – total brand creation• Drawbridge Finance – re-branding (now Dragonfly)• LG India - mobile phone strategy• Euro RSCG - Chivas Regal (Brand Storytelling)• ‘Persuaders’ presentation training -Nokia• Norwood (Charity) – total brand creation• NAS – pro bono (fundraising strategy)

Recent examples of work

• New Planning Systems• Case History – Octopus Investments (2010-2011)• New training Courses

– The Persuaders (2008/2009) – building effective presentations

– Creating Brand Stories (2010) – leveraging film making techniques for brand communications

New Planning Systems

• Since 2005, I have helped design new planning systems for three major multi-nationals and the leading UK Healthcare specialist agency, and trained management in their implementation : Publicis Worldwide JWT CEE Euro RSCGLangland

Great brands leverage insight to create ideas

• What people want but are not getting from other brands

• Emotional basis - EHG• Expressed thru ideas that unify audiences, and

allow for interaction – Open Branding.• Can be translated into actions – idea/actions to

leverage consumer participation

Brand Creation: Octopus Investments

• Since 2001, Octopus Investments doubled in size every year. Now they are intent becoming a major force in the City. What kind of brand should they become?

• With their focus on service, unusual name, and youthful drive, we helped Octopus eschew the usual boastfulness of the investment category to position itself as ‘human interested’ - from an Octopus point of view.

Competitors: ‘Performance Expertise’

Generic

Company POV, not audience

Boastful

Narrow in application

Not insightful

Insight: Human Interested

Brand Idea:Octopus making humans happy

Full Implementation of new brand guidelines and all creative materials

Octopus Investments

Office design

Web

Newsletters and brochuresTaxis

Presentation Training :The Persuaders

• An intensive training course on presentation that transforms executive performance.

• Created originally for Nokia senior executives, ‘The Persuaders’ helps people of all language abilities escape PowerPoint dependency by learning to construct and deliver, persuasive arguments.

• TRUTH – a helpful acronym to use as the basis for presentation structure and style.

Tale

Real

Unexpected

Tangible

Heartfelt

Brand Storytelling : Never-ending Stories

• Creating Brand Stories teaches communicators how to apply the lessons of novel and screenwriting to brand building.

• HATS² enables brands to identify who the hero is, what kind of story the brand can tell, the themes of the story and its genre, and the storytellers who can bring the story life.

• The Brand Episode wheel helps exciting stories to be created.

HATS²

• Hero –values, personality traits and archetype

• Ambition –of the brand as a story

• Themes – decide which classical story themes can be explored to fulfil ambitions and fit the brand’s life cycle

• Setting – what genres are relevant to the brand

• Storytellers – who are the key storytellers and how can we engage them?

Brand Episode

Setting

Incident Reaction

Complications

ClimaxFirstresolution

Brand Episode Wheel

What clients say about Outside/In(embarrassing true quotes!)

‘I genuinely haven’t used the word “special” with anyone external in about the last three years. You and your team have absolutely nailed the brief we set. Imagination and natural commercial sense seem to live side by side in your heads. A struggle for most, but seemingly easy for you. Great, great work.’Simon Rogerson , CEO Octopus Investments

‘Richard helped deliver a range of valuable challenges and insights that translated into powerful communications – that helped Shell succeed against the competition.’Raoul Pinnell, Former Chairman, Shell Brands International and trustee, Leonard Cheshire Disability

‘Richard is one of the leading strategic planners of his generation. He is a planning guru with a razor sharp mind, photographic memory, and voracious appetite for cracking the toughest strategic problems.’

Michael Maedel – JWT President Worldwide

‘One of the most incisive planners and presenters. He can envision a pathway to success, identify the critical drivers of success, and stay focussed. He believes it is the job of the brand to conform to its natural audience, not the job of communications to get an audience to comply with a brand. Mark Linder, Bell Pottinger

‘ Working closely with us on sharpening the positioning of Euro RSCG, he was a constant source of inspiration, challenge and fresh ideas.’Russ Lidstone , CEO Euro RSCG London

30 Windermere RoadLondon N10 2RE07768 615 670

rb@outsideinplanning.com