On Strategy Showcase: Live from London – Martin Weigel, Lucy Jameson, and Martin Beverly

Release Date: October 23, 2024

Introduction

In the Live from London episode of On Strategy Showcase, host Fergus O’Carroll engages with three esteemed strategists: Lucy Jameson (Founder at Uncommon), Martin Beverly (Chief Strategy Officer at Adam & Eve DDB), and Martin Weigel (Chief Strategy Officer at AMV BBDO). Recorded at OnCommons offices in London, the discussion delves into the intricacies of strategic planning within marketing agencies, the prowess of British planning, the evolving role of AI, and the importance of mentorship in the industry.

1. Celebrating Great British Work

1.1. Martin Beverly on Uber’s Campaigns

Martin Beverly highlights Uber's innovative campaigns crafted by Mother, specifically commending the simplicity and strategic brilliance of the "Uber Trains" and "Robert De Niro" campaigns. He remarks:

“They’re so strategically simple... It’s so entertaining work. I think it’s Emmy-nominated as a commercial. You watch it and you smile and you laugh...” (04:57)

Beverly appreciates how these campaigns marry familiar tropes with fresh creativity, making them both relatable and innovative.

1.2. Lucy Jameson on Channel 4’s Rebrand

Lucy Jameson praises Channel 4’s recent rebranding, particularly their idents, for their populist and artistic approach. She states:

“...the way they redid it this time felt very populist, felt really interesting, really beautiful. Just made me want to watch it and look at it and kind of admire its artfulness.” (06:10)

Jameson emphasizes the significance of enhancing the often-overlooked elements of a brand to create a cohesive and engaging consumer experience.

1.3. Martin Weigel on Yorkshire Tea’s "Ibiza Anthem"

Martin Weigel brings attention to Yorkshire Tea’s "Ibiza Anthem" campaign, lauding its populist yet subversive nature:

“It felt like it was birthed in popular culture, not in an agency’s creative department... It felt like it was having a dialogue with its audience.” (08:05)

Weigel appreciates how the campaign treats the audience as intelligent partners, fostering a genuine connection.

2. The Dominance of English Planners Internationally

2.1. Historical Context and London’s Influence

Martin Beverly attributes the global leadership of English planners to London’s rich history in strategic planning. Referring to pioneers like Stephen King and Stanley Pollitt, Beverly notes:

“...London was the home of planning... we feel the sort of history in the building...” (10:28)

He underscores the role of institutions like the APG and IPA in cultivating top-tier planners and maintaining London’s status as a strategic hub.

2.2. Comparisons with the US Market

Lucy Jameson compares London's cohesive planning community to the fragmented nature of the US market:

“...London is a small enough city that you kind of actually get to meet each other and hang out, but it’s big enough to have a proper community...” (12:12)

Both Beverly and Jameson suggest that the UK's concentrated and collaborative environment fosters superior strategic thinking compared to the dispersed US landscape.

3. Deepening Consumer Understanding Through Primary Research

3.1. Importance of Primary Research

Fergus O’Carroll emphasizes the value of direct consumer engagement over proxy reports:

“...people aren't getting exposed. Today's planners are not getting exposed to real people...” (16:05)

Lucy Jameson shares her experience conducting extensive focus groups, highlighting:

“...we did actually go and create, you know, another ad agency. We make our own films, we do design...” (27:48)

3.2. Shift from Ethnographic to Report-Based Insights

Martin Beverly laments the decline in ethnographic research, advocating for:

“...spending hundreds, thousands of hours just with real people... seeing something that we wouldn’t otherwise have seen or felt...” (17:08)

He encourages planners to reintegrate immersive research methods to capture authentic consumer insights.

4. The Future Ambitions for Planning Groups

4.1. Embracing Brand-Centric Strategies

Martin Beverly urges planners to shift focus from solely advertising to broader brand-building activities:

“We can affect things far beyond advertising... the best stuff that we do is far bigger than that.” (23:39)

He envisions planners as influential consultants who contribute to comprehensive brand strategies across multiple touchpoints.

4.2. Expanding Beyond Advertising

Lucy Jameson echoes the sentiment, advocating for creativity in areas like design, experiential marketing, and architectural projects:

“...injecting something beautiful into those [unloved areas]... just so crafted that makes you feel so different about a brand.” (30:28)

Both strategists believe that expanding into various facets of a brand enhances its overall perception and financial success.

5. Navigating the Impact of AI on Strategic Practice

5.1. AI as a Tool for Efficiency

Lucy Jameson recognizes AI’s role in enhancing efficiency and conducting background research:

“AI is just going to produce the average. So what am I going to do that is going to beat the average?” (34:32)

She asserts that while AI can handle mundane tasks, human creativity remains essential for exceptional strategy.

5.2. The Threat of Average Outputs

Martin Beverly expresses concerns over AI's propensity to standardize outputs:

“AI is just going to produce the average... creativity and great strategy can do.” (34:32)

He warns that agencies reliant on AI-generated content for speed may fall behind in delivering unique, impactful campaigns.

5.3. Preparing for AI-Driven Changes

Martin Weigel highlights the urgent need for planners to focus on high-value, creative work:

“Stop charging for your time and find a properly commercial model where you monetize the vast value...” (35:48)

He emphasizes shifting business models to prioritize value over time-based billing to stay competitive in an AI-influenced landscape.

6. The Power of Mentorship and Influential Figures

6.1. Lucy Jameson’s Influences

Jameson credits her foundational experiences at BNP and mentorship from figures like Les Burnett and Sarah Carter:

“They’re just funny, clever, nice human beings who think quite deeply about why people do what they do well.” (39:10)

Her mentors instilled a deep understanding of consumer behavior and strategic thinking.

6.2. Martin Beverly’s Mentorship under Craig and Bridget

Beverly reflects on the profound impact of his early mentors, Craig and Bridget:

“She showed me that it’s a team sport and you have to bring people with you.” (39:37)

Their guidance emphasized clarity, simplicity, and collaborative strategy development.

6.3. Martin Weigel’s Influence from Rob Campbell

Weigel attributes much of his professional growth to his friendship and mentorship with Rob Campbell:

“He taught me to chase the most exciting idea and figure out why it was right later on...” (43:05)

Campbell’s approach to creativity and client relationships profoundly shaped Weigel’s strategic mindset.

Conclusion

The London episode of On Strategy Showcase offers a rich exploration of strategic planning within the marketing landscape. Martin Weigel, Lucy Jameson, and Martin Beverly share invaluable insights into celebrating exceptional British work, the historical dominance of English planners, the critical importance of direct consumer understanding, and the imperative to evolve beyond traditional advertising. The discussion also navigates the transformative potential of AI, advocating for strategic adaptation to maintain creativity and effectiveness. Finally, the episode underscores the profound role of mentorship in shaping successful strategists, highlighting the collective wisdom that fuels innovative and impactful marketing strategies.

For those captivated by these discussions, On Strategy Showcase continues its live tour, with upcoming shows in Los Angeles, Chicago, Toronto, Austin, Sydney, and Singapore. Stay tuned for more insightful conversations that unveil the stories behind the strategies driving remarkable campaigns.