Vaughan Offbeat

Creator of Offbeat. Senior Planner at @HAVASLYNXEU. Interested in Creative Strategy, Brand Strategy and Responsible Strategy.

[Vaughan Offbeat @VaughanOffbeat]

In my latest blog, I outline what we’re actually trying to achieve when developing a creative strategy. I also introduce a step-by-step framework to build campaign propositions: https://t.co/t0ul7JBkcR

[Vaughan Offbeat @VaughanOffbeat]

For any marketing professional feeling freaked out by the pace of change in tech, this is a wonderful idea to cling to. Even as the world around us shifts, us human beings, and the way our brains work, remains stable. The value is in understanding the principles of persuasion

[Vaughan Offbeat @VaughanOffbeat]

A superb Jeff Bezos quote I heard today:

"I frequently get the question: 'what's going to change in the next 10 years?' And that is a very interesting question; it's a very common one. I almost never get the question: 'What's not going to change in the next 10 years?'"

[Vaughan Offbeat @VaughanOffbeat]

It continues:

"And I submit to you that that second question is actually the more important of the two -- because you can build a business strategy around the things that are stable in time."

[Vaughan Offbeat @VaughanOffbeat]

I'm sure you've tried it - asking Chat GPT to undertake a creative task produces mostly shoddy results. Taste and craft is why the creative industries exist, why businesses need agencies, why certain brands fly while others fail. AI, in it's current form, won't replace that

[Vaughan Offbeat @VaughanOffbeat]

Never thought I'd reference the oracle that is David Guetta but there's some interesting takes in this interview.

"Nothing is going to replace taste. You have a certain taste...and you're going to use all the modern instruments [e.g. AI] to do that."

https://t.co/149lNdvBXt

[Vaughan Offbeat @VaughanOffbeat]

"Big game tonight lads! You bring the beers, I've got the spag bol covered." #shoppermarketing

[Vaughan Offbeat @VaughanOffbeat]

Happened across this today via my (sad and nerdy) YouTube algorithm. Lots of wisdom from the excellent @markpollard. So many of these terms are used interchangeably and therefore incorrectly. It's worth brushing up!

https://t.co/i94COrEYmB

[Vaughan Offbeat @VaughanOffbeat]

This England - Sky's Boris Johnson drama - is leveraging mixed reviews in an interesting way. The latest ads shows the ratings from different papers culminating in the Daily Mail's 1 star score and the end line "You Decide." No idea if the show is good but the comms are smart.

[Vaughan Offbeat @VaughanOffbeat]

URGENT: big debate breaking out here, help needed. Which of the following best describes a plain croissant?

[Vaughan Offbeat @VaughanOffbeat]

https://t.co/RXxR3TzAi9

Big fan of this for a couple of reasons. 1. it's cool seeing brands taking innovative steps to tackle the climate crisis. 2. I like brands that do something tangible and then use comms to amplify the message. Great stuff @Faithinnature

[Vaughan Offbeat @VaughanOffbeat]

(Not that I’m against brands having a broader purpose, I’m just not convinced they should be the focus of a comms strategy)

[Vaughan Offbeat @VaughanOffbeat]

I know I’m ‘ridiculously late’ on this but I’m a big fan of this @HeinzUK campaign. Really like a brand that can laugh at itself. I suspect the majority of the public also prefer that over a big grand purpose

[Vaughan Offbeat @VaughanOffbeat]

I'm convinced there are hundreds of opportunities for brands to pull off seemingly 'reactive stunts' if they have a switched-on and creative brand team. Some stuff obviously happens out of the blue but lots of big events can be predicted. Well played CV-Library for capitalising!

[Vaughan Offbeat @VaughanOffbeat]

I'm a sucker for an advert that challenges conventional practice. In a world where we are bombarded with promotional messages, we shouldn't underestimate how difficult it is to get attention.
https://t.co/Q6MCN52dOU

[Vaughan Offbeat @VaughanOffbeat]

I heard this quote on a podcast yesterday. It's really sticking with me.

[James Clear @JamesClear]

You do not rise to the level of your goals. You fall to the level of your systems.

[Vaughan Offbeat @VaughanOffbeat]

Awesome innovation from Woojer helping children with cystic fibrosis. I love this - shows just how far a little imagination and creativity can go.

https://t.co/TE9QbU1hKe

[Vaughan Offbeat @VaughanOffbeat]

Putting this out to #marketingtwitter - what does everyone think of the Mouldy Burger campaign?

I have my own opinions but want to know how others feel.

[Vaughan Offbeat @VaughanOffbeat]

“When the facts change, I change my mind. What do you do, sir?” - Paul Samuelson

[Vaughan Offbeat @VaughanOffbeat]

So powerful. So sad. So important.

@theCALMzone

https://t.co/q5DXprke3m

[Vaughan Offbeat @VaughanOffbeat]

Say what you will about Amazon, their customer service is elite.

I've had the misfortune of needing to speak with several customer service teams over the past week - Amazon wiped the floor with the other companies (which included a couple of major brands).