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Archetypes

Archetyping Jon Howard-Spink 020 7395 1500 jon.h@oven-uk.com  

http://www.oven-uk.com/brandarchetyping/brand.htm Archetypes are univeral values that emerge across world cultures in myth and legend. so instead of spending endless awaydays locked away polishing up brand values that are boring and derivative why not establish the brand on values which have built up over millenia? Y&R and Burnetts have both toyed with this. And to be truthful Jon Howard-Spink has another life as Planning Diretor of Mustoe Merriman. But this is one of the first opportunities you have to buy a brand archetyping workshop on the open market.

Channel Planner Iain Dawson 07876 594 464 iain@sharkbay.demon.co.uk  

Channel planning incorporates all targeted communications whether using conventional media, mailing lists or customer databases. Former Media Director of ehsrealtime, Wunderman and Digitas Iain has a particular interest in direct response and ROI analysis.

Discourse Analysis Gill Ereaut +44 1737 241266 gill@linguisticlandscapes.co.uk  

http://www.linguisticlandscapes.co.uk Gill Ereaut is a specialist in discourse analysis. She has more than 20 years experience as a qualitative researcher and has become more interested in the significance of language to marketing and organisational issues. Gill has adapted and refined established academic techniques such as discourse analysis and applied them to market research. Words matter: what things are called and the way they are described is not trivial, but makes a tangible, material difference". Real things are made to happen through language: this is what drives 'spin' and 'political correctness'. Gill's forensic analysis of talk and text - trawled from inside, across and around a market - unpicks intractable problems and baffling situations, and gives a whole new take on how markets and brands can be constructed.

Ethnography Siamack Salari +44 (0)20 8892 6699 info@edlglobal.net  

http://www.edlglobal.net Siamack Salari is one of a number of ethnographers working at Everyday Lives. Ethnography is about studying what people do rather than what they say. They use digital video extensively and their website is well worth signing up for because of the footage they allow you to view. If you want to know more about ethnography then look no further than their News page which explains how they do what they do.

Neurolinguistic Programming (NLP) Breakthrough Nigel Fordham +44 (0) 1451 844499 nigel.fordham@wild-duck.co.uk  

http://www.wild-duck.co.uk/ Neurolinguistic Programming is a way of problem solving which looks at the way we process information and structure what we learn. Breakthrough is a process drawing heavily on NLP techniques. There is a rather intriguing page called Solutions Source on the Wild Duck website to help you get a better handle on the underlying issues. NLP is useful for understanding consumers, clients and even yourself!

Personal and Business Coach Claire Perry +44 7803 244 258 claire@rocket-coaching.com  

http://www.claireperry.com/ Claire Perry is a qualified business and personal coach who also works as a freelance planner and blends coaching and planning in intriguing ways. She began her career clientside but has worked in the agency business for most of her career. She also works alongside the head of marketing in the Association for Coaching to promote coaching standards and ethics.

Semiotics Greg Rowland +44 (0) 207 7371441 contact@semiotic.co.uk  

http://www.semiotic.co.uk Greg Rowland is an independent semiotic consultant. After two years with Semiotic Solutions, he went freelance in 1994. Recent clients have included Unilever, Ford, KFC, Masterfoods and BT. Greg is also Contributing Editor for The Idler and can often be heard discussing popular culture on BBC Radio 4. His credentials are impeccable and his clients (and referees) gilt edged. Every planner should know a bit about semiotics. And to help you do just that go to his website.and if you click on About Semiotics you'll find an accessible intro plus a link to a whole book on Semiotics written by Daniel Chandler.