1. Credentials
7 March, 2012

2. 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.

3. 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).

4. 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

5. 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

6. 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

7. 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)

8. 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

9. 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 RSCG
 Langland

10. 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

11. 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.

12. Competitors: ‘Performance Expertise’
Generic
Company POV, not
audience
Boastful
Narrow in application
Not insightful

13. Octopus Investments
Insight: Human Interested
Brand Idea:
Octopus making humans happy
Full Implementation of new
brand guidelines and all
creative materials

14. Web
Office design
Taxis Newsletters and brochures

16. 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.

17. Tale
Real
Unexpected
Tangible
Heartfelt

18. 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.

19. 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?

20. Brand Episode Wheel
Incident Reaction
Setting Brand Complications
Episode
First
resolution Climax

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

22. ‘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

23. ‘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

24. ‘Richard will take on a complex
and difficult problem and manage
to create a simple solution that
makes sense. He possesses an
unusual combination of strategic
acumen and creativity, and
communicates directly and
effectively. I find working with
him enjoyable and inspiring – you
always learn valuable things from Lars Hellström CEO LivLiv
him and about yourself.’ Solutions, former Director,
Strategic Planning at Nokia

25. ‘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

26. ‘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

27. ‘ 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

28. 30 Windermere Road
London N10 2RE
07768 615 670
rb@outsideinplanning.com