Weekly brightness 04/04/2018

Start with what, not why

"When Steve Jobs introduced the iPod to the world, he didn’t say, “I have a dream of how to change the way you listen to music.” He said, “1,000 songs in your pocket,” as did the advertising."

What Magicians Can Teach Us About the Science of Attention

David Britland looks at how we are much worse at noticing things that we think, and magicians (presidents and marketing men) use this to divert our attention from things that are literally in front of our eyes. Very interesting.

April Fool's Day Stunts round up

A compelling collection of the best ads during April fool's day. Courtesy of the Drum.

Didi Chuxing took on Uber and won. Now it's taking on the world.

A long but very interesting read on Jean Liu, president of Didi Chuxing, the world’s largest ride-sharing service that took on Uber in China

HQ Trivia’s first sponsored games

HQ Trivia it's a live quiz show, running for 15 minutes twice a day, with 12 multiple choice questions to answer. It's a great example of digital media creating shared experiences, rather than one-to-one ones. They are launching sponsored games with Nike and Warner Bros.

 

Weekly Brightness 26/03/2018

Data is the new oil: dirty, misunderstood, polluting the world & pulled from all the wrong places

"This repetition of the “Data is X” mantra reinforces the mistaken notion that “Data” is a singular monolith (not just a non-count noun) and turns it into a gnomic force to be reckoned with, a force that means all business must be data driven."

The case for Chaos

Martin Wiegel gave an excellent talk at DMX in Dublin on the best context that nurture creativity: chaos. Brilliant, as usual.

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How to Build Better Life Long Habits

"Humans are creatures of habit. If you could build good habits, you’d be on your way to a better life." It really well-worth a look.

Spotify: The Rise of the Contextual Playlist

Music streaming is going through a massive sea change at the moment. Traditionally we sought out music based on genre or artist. But data from Spotify shows that choosing context based playlist is growing. We are less interested in Rap, Indie, Rock playlist and more interested in "Songs to sing in the shower" and 'Beast mode workout' playlist.

A useful set of digital storytelling tools

"DigitalStory.Tools is a directory of tools and resources to help you build your digital stories. It’s a list of our favourite tools and – too be honest – we had this list for a while. It was an Excel-sheet we used while we worked as a journalist, designer and an editor in chief. It just made us happy. And we noticed, also our participants of our hackathons got really excited. That’s why we build this site. You know: sharing is caring."

Weekly Brightness 19/03/2018

Nothing Beats A Londoner

A brilliant work by W & K that celebrates London's diversity through its young athletes. Well done.

Entertain or Die? - BBH Labs Podcast

"Each episode we’ll be asking a different, burning question about the future of marketing and inviting interesting people with strong opinions to answer it." Watch out the new podcast launched by BBH Labs. 

Re-evaluating Media

"Re-evaluating Media is a study commissioned by Radiocentre and independently conducted by Ebiquity which makes an impartial and robust re-evaluation of online and offline media. The results highlight a major discrepancy between perceptions of individual media and what the evidence says, suggesting that it is time for the industry to re-evaluate media decisions to optimise advertising budgets."

Lessons From Spotify

An interesting analysis from Ben Thompson on the lessons from Spotify and the key challenges to be faced.

The Greatest Hits of Binet & Field

The greatest hits of the IPA's "godfathers of effectiveness" Les Binet and Peter Fields - an excellent selection of charts/slides here curated by Tom Roach from BBH. 

Weekly Brightness 30/10/2017

Quartz at work

"Quartz at Work is a guide to being a better manager, building a career, and navigating the modern workplace." Well worth a look.

How to give an effective presentation

A brilliant piece by Mark Pollard on how to build effective presentation following three simple steps.

Is rhyme past its prime?

Richard Shotton shines a light on the importance of rhymes in ad. Indeed, they are extremely effective to be noticed and remembered. A simple yet forgotten rule.

Bravery:
the folly and the vanity

A remarkable point by Martin Wiegel on how telling clients to be brave is a poor and fundamentally wrong strategy.

Audi - Clown proof

Finally, a brilliant ad by BBH for Audi. Just love this ad.

Weekly Brightness 23/10/2017

By  Bezt

By Bezt

Facebook lets brands dive into people's post

Facebook is apparently trialing the ability to give marketers the opportunity to analyse what topics, themes, brands and products are being discussed in people's post. 

The Seven Deadly Sins of AI Predictions 

"Mistaken predictions lead to fears of things that are not going to happen, whether it’s the wide-scale destruction of jobs, the Singularity, or the advent of AI that has values different from ours and might try to destroy us. We need to push back on these mistakes." A very interesting article on AI. 

Facebook Engagement for Brands and Publishers Falls 20% In 2017 

Brands over reliance on Facebook for organic and paid reach has left many at the mercy of the platform's algorithmic tweaks. Some of the numbers in this report are staggering.   

Habits vs goals 

A very inspiring article on the importance of understanding the power of habit over goals to really change your life. Brilliant and so true.

A wikipedia for data visualizations

If you have some data and are looking for some inspiration on how to visualise it browse the lovely Data Viz Project. It has more than 150 types of data visualisations, all searchable by type of dataset (chart, diagram, table), input data, function (comparison, trend over time), and shape (square, line,  map).
 

Weekly Brightness 16/10/2017

How agencies can turn the tables on consultants 

Few good thoughts in this piece on how media agencies could change their business.

Advertising Isn’t Storytelling

There's been a bit of a backlash in recent years towards advertisers describing themselves as storytellers. Copywriter Mac Schwerin says that good story driven adverts are outliers and that the real power of advertising is in interactivity, something print ads have been doing brilliantly for years. 

The greatest trick a brand ever pulled

A great story from Richard Shotton and Amy Rushton on "the greatest trick a brand ever pulled", based in the psychological principle of anchoring.

Scan the art, uncover the story.

"Smartify is a free app that allows you to scan and identify artworks, access rich interpretation and build a personal art collection in some of the world’s best museums and galleries." 

Be Bold. Be Brave. Take Risks.

"Complacency kills. My grandmother always used to say, ‘know when to cut your losses’. If you’re in a role where you’re not enjoying yourself, your learning has stagnated, you’re bored, you don’t get the respect you’ve earned, or you work with a team, who aren’t ambitious enough and don’t push you, cut your losses. Leave. Refuse to be complacent. Refuse to accept the status quo."

 

 

Weekly Brightness 11/06/2017

Sherpa turns Instagram’s best photos into a travel guide

Sherpa is an app that curates photos from top Instagram photographers and turns them into visual travel guides that are augmented with data from other services. Wow.

The New Volvo XC60 - Moments

"Sometimes the moments that never happen, matter the most." Excellent work. 

Social-impact banking

An interesting article by J. Walter Thompson Intelligence on how banks are launching sustainable finance strategies to tap into a growing millennial clientele. 

100 essential facts & figures for thinking about The Future of Advertising

Many thought provoking stats to shine a light on the future of advertising.

“Positive thinking” has turned happiness into a duty and a burden

"Everyone wants you to be happy: Self-help books dish out advice on how to stop worrying, boost happiness, and banish negative thoughts; bosses want to see smiling enthusiasm in the workplace; and the only way to respond to “how are you?” is with a joyful “great!” But according to Svend Brinkmann, a psychology professor at Denmark’s Aalborg University, the culture of positivity has a dark side." Very interesting.

 

Weekly Brightness 05/06/2017

Internet trends 2017

It's time for the annual internet trends delivered by Mary Meeker. If you don't want to go through the 355 slides (355!) following the link you can find a brief summary of the key takeaways.

Lemonade, the disrupting insurance.

Lemonade is reinventing the insurance business and it's growing at a fast pace. Lemonade is already using AI bots to enable customers to get insured in 90 seconds and get paid in under 3 minutes. Amazing.

Dove: Fat Girls Dance

"Dove Real Beauty Productions is proud to release our first film featuring the story of Cathleen Meredith. The film shares Cathleen's journey as she realizes her beauty through the power of dance. Now, with her group “Fat Girls Dance,” Cathleen is sharing her body positive message with women everywhere, redefining #RealBeauty with every move."

The science behind why we like what we like

To sell something surprising make it familiar. To sell something familiar make it surprising. This is the secret great designers use to create things we instantly like. 

Every Generation Has Been the Me Generation

An aged but brilliant article on how every generation of commentators bemoan the narcism of today's youth.

 

Weekly Brightness 29/05/2017

Searching for Syria

A remarkable project by Google and UNHCR which combines imagery, video, data and maps to tell tell the story of the Syrian refugee crisis. Touchy and well executed.

Global Brand Equals Global Bland

"It's really quite simple. The grander the "brand purpose," the less specific the strategy. The less specific the strategy, the blander the advertising." A brilliant view by Bob Hoffman on how brands should be more specific to play a role into people's life.

User behaviour

"Websites and apps are designed for compulsion, even addiction. Should the net be regulated like drugs or casinos?"

Sweden on Airbnb

"The freedom to roam is a right that allows people in Sweden to move around freely in nature – eating berries from the ground, sleeping under the stars and swimming in the lakes. In other words, Swedish nature is just like a regular home. To spread the word, and give people all over the world the opportunity to experience this, Visit Sweden has listed the entire country on Airbnb." Nice idea.

It's time to transform how we measure media

"The best media people understand the importance of the creative idea and think of media planning as a creative discipline." It's not everything about reach and frequency.

Weekly Brightness 22/05/2017

Everybody loves boobs

They did it again. After the pluri awarded campaign “#ManBoobs4Boobs”, the agency David Buenos Aires made a new project against breast cancer. Absolutely brilliant.

The Marketing Technology Landscape (2017)

Marketing technologist and author Scott Brinker has been tracking the marketing technology landscape through his annual survey since 2011. Back in 2011 there were 150 technology vendors in the space, today there are an amazing 5.381 solutions in the market. Impressive and useful.

The new battleground for marketing-led growth

Byron Sharp has already busted the loyalty myth. McKinsey build further on that topic highlighting the importance of initial consideration. Very interesting.

City Mapper's bus service

This is a great example of smart usage of data and the convergence between the online and the offline world. The transport app CityMapper is launching an experimental bus service for London (in conjunction with Transport for London) after noticing that current routes don't best serve how people want to travel. It's going to be fascinating to see how this develops.  I'm also very positively impressed by how the public transportation in London is open to new ideas.

Digital is something you are

"Digital is about people. It’s a way of thinking and behaving." A simple and brilliant point of view by Giles Turnbull. 

Weekly Brightness 14/05/2017

Truthiness in marketing: is the evidence behind brand purpose flawed?

Richard Shotton clearly proves the flaws behind Stengel's theory of brand purpose. “Extraordinary claims require extraordinary evidence. Unfortunately, Stengel doesn’t provide ordinary evidence, let alone the extraordinary kind."

The hidden danger of big data

"Decentralized decision-making is crucial for the enrichment of society. Data-driven optimization, conversely, derives solutions from a predetermined paradigm, which, in its current form, often excludes the transformational or counterintuitive ideas that propel humanity forward."

Under the influence

"So since Forbes is now writing articles titled “How To Do Influencer Marketing Like a Pro” [...], maybe it’s a good time to take pause, submerge beyond the surface-level storylines and apply a more discerning look into the biggest trend in marketing today..". A brilliant piece that shines a light on influencer marketing efficacy.

Busting the Myths of Marketing in a Digital Age

"The assumption here is that the advent of digital and social media has changed the rules of marketing, making targeting to build loyalty more feasible. However, data from the last eight years (2008-16) shows that campaigns focusing on penetration are twice as effective as those focusing on loyalty."

TED: Elon Musk’s The future we’re building

A vey inspiring conversation between Elon Musk and  TED’s Head Curator, Chris Anderson. Musk discusses his present and future projects, including his desire for colonising Mars. Enjoy. 

Weekly Brightness 08/05/2017

Why advertisers should strive for distinctiveness

Numerous studies have shown that being distinctive makes you more memorable. One way of doing this is through admitting weakness. Three of the most successful advertising campaigns ever were based around this tactic. So why don't we see it more often?  

How FOMO leads to FOMO

The Hidden Brain is an excellent neuroscience podcast from NPR. This week they tackle FOMO and how comparing ourselves to our friends makes us less happy. There are a couple of really interesting studies in it. One is from Tel Aviv that looks at what happened when a number of people joining a company had to delete their social media profiles. And the second looks at what it is we really fear when we have FOMO. Fascinating stuff. 

State of AI: How did we get here, and where are we going next?

This Azeem Azhar's piece on the state of AI is a good, readable perspective on how we got to here with AI, and where we're likely to go next. Very interesting.

Uber, Deliveroo and physical spaces

An interesting insight by Dan Calladine on how digital businesses (like Uber or Deliveroo) are moving into the physical world.

Channel 4 shows personalised ads that know your name

"Channel 4 is bolstering its video on demand advertising package with a new ad format that can directly address viewers by their name." Brilliant.

Weekly Brightness 27/03/2017

The future of agencies

Neil Perkin conducted in collaboration with IPA a new piece of research giving a fresh perspective on the future of agencies. The research comprises interviews with senior agency heads and clients, innovation specialists, consultancy leaders and futurists, who reveal the impact of the changing landscape, and subsequent requirements, on agency capabilities, operating and client engagement models, remuneration structures and their approach to talent.  You can get a preview of the main results here, or buy/download (depending on whether you're a member or not) a copy of the report from the IPA website. Don't miss it.

Gucci Memes

Gucci enlisted the help of "international meme creators" to create a series of Instagram memes for its latest advertising campaign — a collaborative project called #TFWGucci — for timepieces. Very smart and perfectly executed.

Facebook launches "Advanced Measurement"

Advertisers can soon use Advanced Measurement to assess which platforms — such as Facebook, Instagram, search, or display ads on Google — drove the most purchases on their online store, or had the highest reach among their desired target audience

What's the value of a like?

"Brands spend billions of dollars a year on lavish efforts to establish and maintain a social media presence. But do those campaigns actually increase revenue? New research provides an answer to this question, which has vexed marketers ever since social media burst upon the scene." 

How to tell a good story

OpenCulture it's a  brilliantly curated collection of free cultural and educational media. Here they've compiled films of some storytelling giants such as George Saunders, Ira Glass and Ken Burns talking about their own storytelling processes.

Weekly Brightness 06/03/2017

O2 - Follow the rabbit

"O2’s latest campaign sees the brand’s focus move to live experiences as it says catchup TV can never substitute experiencing something in the moment." Brilliant campaign.

Youtube TV

YouTube will soon offer a streaming TV service for people who don't want to pay for traditional cable. Interesting move.

Cadillac: The Instagram test drive

"The first ever Instagram test drive: You tap. We drive." 

Snap's Apple strategy

Snapchat closed an outstanding IPO that increased its market value by $9 Billion within the first day of trading.
However, the platform has to face some key challenges, as pointed out by Ben Thompson's excellent analysis. 

How Facebook could change the face of sports broadcasting

Social network begins to move into live sports broadcasting, a new revolution is just around the corner?

Weekly Brightness 27/02/2017

BMW 100th anniversary in Russia - M11 Case results

"BMW Russia organized an unprecedented action providing special advantages for BMW drivers. In honor of the 100th Birthday of BMW, BMW covered the toll cost for all its drivers on the highway M-11 "Moscow – Solnechnogorsk – Moscow" giving them a free ride throughout all summer season."
Great idea, wonderfully executed.

Spotify Builds More Funny Ads Around User Data

Spotify launched a new brand campaign that continues to leverage on witty copywriting mined from real data from its users. Brilliant!

Branding in the age of social media

An interesting take which highlights how social media has transformed how culture (and branding) works. Brands need to set themselves apart by promoting a new ideology that springs from the crowd. It's well worth a read.

Why facts don't change our minds

A brilliant piece on the New Yorker digs into confirmation bias and our brain's desire to outsource our thinking to others.  

How Brexit revealed Britain's divided culture

A great article by Lynsey Hanley on the polarisation of culture in Britain.

Weeekly Brightness 20/02/2017

Marc Pritchard (P&G) on better advertising

The Marc Pritchard's speech landed a simple but extremely powerful concept: it's time to move on towards a new digital advertising model. Will it be the turning point?

Pinterest introduces Lens, a Shazam for objects in the real world

Pinterest launched a search feature that lets members take a photo of any object, then search for similar items in the app.
It's very interesting how visual search is evolving and also Facebook is moving in that direction. 

How to spot visualization lies

"How to Lie to People with Statistics" it's an interesting book, but if you don't want to read the whole book check out this from Flowing Data on how to spot visualisation lies. 

Why you didn't see it coming

A great read on our inability to spot huge changes and why science needs good storytellers. Scientists often have to come up with stories to translate what they see with their instruments and equations into something they—and we—can understand. Very interesting.

How not to be ignorant about the world

Hans Rosling, the stats guru and founder of Gapminder, died recently. If you haven't seen his TED talks go take a look. And if you're interested here's a documentary of his life and work since 2010

Weekly Brightness 23/01/2017

Eventhough there's already been plenty of trends pieces, the Journalism, Media and Technology Trends and Predictionsreally worth a look. It covers a comprehensive list of key media and journalism trends including fake news, algorithms, publisher's shifting relationship with platforms, news bots, evolving video formats, VR/AR in news and most the interesting media start-ups. 

News publisher will say goodbye to advertising

The Economist's Digital Strategy chief wrote before Christmas that they expected display advertising to disappear by 2025. Publishers should find new ways of remuneration but most of them are ignoring this situation.

Activism on the Subway Platform

A great piece on how public transport offers a place for activism. Brands with opinions and not scared by taking a position in society should take inspiration from this.

Mental Models I Find Repeatedly Useful

A wonderful list by Gabriel Weinberg which offers a wide array of mental models used to explain things from different fields. 

Being us online

"Lydia Nicholas is a digital anthropologist and a senior researcher. In her talk, Lydia discusses how privacy works as a kind of ongoing performance, of making choices about who we are and who we want to be. She also discusses how current methods of collecting and using data and organising social platforms are problematic for the ways people want to develop relationships, and how this impacts trust." Great talk.

Weekly Brigthness 19/12/2016

Mobile is eating the world

Ben Evans has updated his Mobile is Eating the World presentation and talks about key trends including machine learning, frictionless computing, autonomous vehicles, and the future of commerce.

Dan Calladine's Top 10 trends

It's the time of year for trends and predictions, so take a look to Dan Calladine's top 10 trends which always worth it.

Key Digital Trends by Ogilvy

Finally, Ogilvy's key digital trends compilation is quite lengthy but well worth the read.

Instant DJ - Bacardi

Bacardi USA and BBDO turned Instagram Story into a DJ simulator. Cool!

MIT media lab has a new website

The Media Lab should need no introduction. Dive into their new website and have a look at some of the fascinating research they're doing. 

Weekly Brightness 12/12/2016

Amazon Go: the next great disruptor?

AmazonGo catalysed the attention during this week. This article by Tim Dunlop on the Guardian offers a wide and wise vision of the phenomenon.

The Most Contagious 2016 Report

The Most Contagious 2016 Report came out this week, it is worth a look.

IKEA renames products after frequently googled search terms

"Swedish agency Åkestam Holst has come up with a genius marketing campaign to help answer commonly searched terms in Sweden, via IKEA furniture." 

What's wrong with big data?

"The view that more information produces better decisions is at odds with the world around us." A great read from James Bridle on what's wrong with big data.

The future of digital 2016

An useful deck by Business Insider on the main trends about digital.

Weekly Brightness 05/12/2016

The binge breaker

A long but interesting read on Tristan Harris,  a former google employee who believes Silicon Valley is addicting us to our phones. He’s determined to make it stop

Does decision-making matter?

Kahneman & Tverky upended our understanding of decision making - but do decisions really matter much at all? Or are our lives simply "determined by historical events, random coincidences, [our] own psychological needs and irresistible impulsions".

A map of modern brand building

An useful map of brand building by David Carr, all the most relevant theories and approaches in it. Check it out.

The naked truth

Dave Trott tells a fascinating story about how legislation banning children from working in coal mines became law and why the right story to tell might not always be the most obvious one.  

A wonderful tool for story inspiration

Dive into this deck of inspiration with videos split into categories such as 'find an analogy for a problem', 'take the audience backstage' and 'be brutally simple'.