The first write-up from the second 'School of Planning' event on Strategic Narrative.

2. WRITING AN AWARDS PAPER
On
perspectives
On
structure
On
results
On
craft
(helpful tips)

3. ON PERSPECTIVES

4. MICHAEL / ME
BEING INSPIRING AND
INFLUENTIAL IN WHAT NEEDS
TO BE DONE
BEING CREDIBLE AND
CONVINCING IN THE
ACHIEVEMENTS THAT HAVE
COME TO PASS

5. WHAT’S YOUR PERSPECTIVE OF THE PAST?

6. DIFFERENT VIEWS
Rudge
There is a randomness and
spontaneity to historical events
Macaulay
Key events can set us on a path
that cannot be changed
Hegel
History is the clash of opposing forces and
ideas that are eventually synthesised.
A series of
imaginative leaps
One key decision
changed everything
A tension that was
reconciled

7. WHAT’S YOUR PERSPECTIVE?
E
a
s
y
j
e
t
A series of imaginative leaps
A single key decision that
made all the difference
A tension that was reconciled
What if we framed torture trading in the form of local
politics, instead of global politics? / What would a trade
campaign look like for an arms fair selling torture
equipment?
Being a very old brand, can be refreshingly new
We would position easyJet as a genuine middle way
between the flag carriers and ultra low cost fliers.

8. ON STRUCTURE

10. THE 5 ACT ROADMAP OF CHANGE
The Inciting Incident Complications The Mid-point Climax Resolution
ACT 1 ACT 2 ACT 3 ACT 4 ACT 5
Ordinary
World
Call to
adventure
Obstacles
and barriers
Encouragement
Further tests
The
Supreme
Revelation
Experimenting post
knowledge
Acting on
knowledge
Achievement
Resurrection
Total Mastery

11. THE GODFATHER
The Inciting Incident Complications The Mid-point Climax Resolution
ACT 1 ACT 2 ACT 3 ACT 4 ACT 5
Ordinary
World
Call to
adventure
Obstacles
and barriers
Encouragement
Further tests
The
Supreme
Revelation
Experimenting post
knowledge
Acting on
knowledge
Achievement
Resurrection
Total Mastery

12. APPLYING THIS TO WRITING A PAPER
The Inciting Incident Complications The Mid-point Climax Resolution
ACT 1 ACT 2 ACT 3 ACT 4 ACT 5
Ordinary
World
Call to
adventure
Obstacles
and barriers
Encouragement
Further tests
The
Supreme
Revelation
Experimenting post
knowledge
Acting on
knowledge
Achievement
Resurrection
Total Mastery
THE PROBLEM AND
OPPORTUNITY
THE MAJOR
CHALLENGES
THE STRATEGY
THE CREATIVE IDEA &
CAMPAIGN
IMPLEMENTATION
THE RESULTS

13. HOW AMNESTY INTERNATIONAL TOOK ON THE UK GOVERNEMENT AND
WON
The Inciting Incident Complications The Mid-point Climax Resolution
ACT 1 ACT 2 ACT 3 ACT 4 ACT 5
Ordinary
World
Call to
adventure
Obstacles
and barriers
Encouragement
Further tests
The
Supreme
Revelation
Experimenting post
knowledge
Acting on
knowledge
Achievement
Resurrection
Total Mastery
All Hushed Up
No one knew an arms fair trading in
illegal torture equipment was
happening at the London ExCel. – and
had happened in previous years…
…The UK government had never
come out against it, nor closed the
legal loophole that allowed this – we
had to provoke a reaction from them…
More problems than you
can shake a sting baton
at
…We had a shoestring budget but that
was the least of our worries… there
were countless other things to be
concerned about…
…BUT we knew social media could
be a way to overcome them…
Torture on your doorstep
However social media is hard now,
with greater emphasis on paid, we had
to be super relevant to gain organic
traction…
…The revelation came in not focusing
on those affected like previous
campaigns, but on how it affected us -
that it was torture on our doorstep.
Launching the ad
campaign they never
wanted
…Therefore we decided to give the
arms fair and UK government the
campaign they never wanted, taking
inspiration from the trade show
category we did a spoof campaign..
…All of which got great publicity and
traction on social media.
Torture Tackled
Great as social results were, this
importantly translated into actual
action, with increased petition
signings, and greater efficiency
compared to previous non-profit
marketing society winners.
…And prompted a response from the
UK government and closed the
loophole.

14. ROYAL LONDON, 150 YEARS IN THE MAKING
The Inciting Incident Complications The Mid-point Climax Resolution
ACT 1 ACT 2 ACT 3 ACT 4 ACT 5
Ordinary
World
Call to
adventure
Obstacles
and barriers
Encouragement
Further tests
The
Supreme
Revelation
Experimenting post
knowledge
Acting on
knowledge
Achievement
Resurrection
Total Mastery
The Humble Giant
Despite being the UK’s largest mutual
for life ,pensions , and ivnestments–
no one knew about us…
…this had to change if we were to
continue to grow
A once in a 150 year
opportunity
…Financial services were the least
trusted category in the wake of the
2008 crisis…
…but we had a genuine organisational
difference and integrity that could set
us apart
You’re only as old as you
feel
Our old school commitment to
enduring values was endearing – but
could be quite dull as a story…
…so we would position ourselves as a
brand new 150 year old brand…
Our story would be our enduring
values, but behave in q quirky tone…
“We’re so yesterday”
We gave our branding a new lease of
life, and developed our creative idea
“We’re so Yesterday”
We then launched it in advertising,
internal comms, customer comms,
sponsorship..
…it even translated to bespoke D2C
and Intermediary comms…
The best start to the next
150 years
Our advertising cut through…
Our brand became know…
We achieved record business results.

15. ON RESULTS

16. WHERE TO BEGIN?
Top - down
Write a wish list of the
results you’d like to see
Bottom – up
Look at all the data and find
the best results

17. EVERY RESULTS STORY TENDS TO FOLLOW A SIMILAR
PATTERN
The advertising
cut through
The brand
became more
powerful
People acted upon
the advertising
The business
became more
successful
(+ advertising was
without doubt, the
contributor of this
success)
SOFT INTERMEDIATE HARD

18. MAKE USEFUL COMPARISONS
DIRECT COMPETITORS PREVIOUS WINNERS PREVIOUS CAMPAIGNS

19. FIND AN UNCONVENTIONAL MEASURE OF SUCCESS

20. FIND AN UNCONVENTIONAL MEASURE OF SUCCESS

21. FIND AN UNCONVENTIONAL MEASURE OF SUCCESS

22. ON CRAFT

23. “THE FIRST DRAFT OF ANYTHING IS
SHIT”
ERNEST HEMINGWAY

24. WRITE A ONE PAGER BEFORE YOU BEGIN

25. START FILLING IN THE RESULTS BIT FIRST

26. WRITE FAST AND WRITE SLOW
More instinctive More thoughtful
JACK KEROUAC: FAST NICK HORNBY: SLOW

27. TRY TO DEFINE THE PROBLEM IN MORE HUMAN
TERMS
ROYAL LONDON WAS THE
LARGEST AND OLDEST BRAND
YOU HAD NEVER HEARD OF
WE HAD TO BUILD A BRAND
WHILST CUTTING COSTS
A GLOBAL CHARITY FACED A
LOCAL ISSUE

28. INCLUDE SLIDES, BRIEFS, AND STIMULUS THAT YOU
USED
A slide used in a strategic deck A brief Stimulus for the creative team

29. QUOTES CAN BE USEFUL IN FILLING IN THE GAPS

30. SHOW THE CHANGE IN APPROACH

31. STRIKE A GOOD BALANCE OF RHETORIC AND
RIGOUR

32. BE AWARE OF HOW THE AWARD SCHEMES POSITION
THEMSELVES
Advertising can deliver a radical
change in fortune
Planners are amazing
A celebration of marketing’s power
Social is more than just Facebook posts
and tweets

33. BE YOU.