Context Planning is all the rage these days. But I can't say that I mind because I really do think the general ideas are dead on. R/F advertising is a dinosaur waiting for an ice age. So after almost a year at the new place and gently pushing the idea here and there it finally caught fire.
We're still working on it and we're getting better and well some clients just seem to get it better than others. But it's worth the effort. Just today a client really saw the advantage of what we were doing. You could see the lights turn on the dots connect and the true appreciation of the work behind the recommendation.
And tomorrow we get to start the creative portion... should be interesting to see how it effects the work. Anyone out there doing anything cool in this area... I'd love to hear about it. Thanks.