Jon Steel on planning

Jon Steel


A long time ago, in an advertising agency far, far away, the marketing director was smiling. “I'm happy,” he said, nodding his head in slow, dramatic fashion to emphasise his point. “I'm very happy.”

Six months into the development of the campaign, it all came down to this meeting. After three rounds of creative work, and focus groups conducted all across the US, we finally had the consumer reaction we had sought. People were engaged by the advertising, challenged, and wanted to continue talking about it long after the last M&Ms had been eaten. The third copy test had finally yielded all the awareness, image and persuasion scores a research director could hope for. The tagline had been trademarked, the music secured and a major Hollywood actor had agreed to do the voiceover for next to nothing, because he really loved the product. We were happy too.