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HOW THE UK CAN GROW ITS GROSS NATIONAL PRODUCT BY CULTIVATING ITS GROSS NATIONAL CREATIVITY

Despite what the title may lead you to think, this paper isn’t yet another plea for greater recognition of the economic contribution of Britain’s co-called ‘creative industries’. Important though they are to the national economy, Downton Abbey, WPP and Roots Manuva are perfectly capable of taking care of themselves, thank you very much. Instead, this essay frames a broader-ranging proposal...

THE STUPIDITY OF SAMENESS AND THE VALUE OF DIFFERENCE.

Tom Roach, BBH London’s Head of Effectiveness, discusses the importance of difference in business, marketing and creativity and shares some key data to help you avoid drowning in the ‘sea of sameness’. Sameness is commercial suicide – whether your chosen way of being different is differentiation or distinctiveness[1] or like me you’re a cakeist and would ideally want both. Yet...

FORGET MAKING ADS. WE’VE MADE A REALITY SHOW TO SELL BRAND PARTNERSHIPS.

In a fragmented media world, we’re experimenting with a new model – creating an agency owned Entertainment IP that can be monetised through brand partnerships, is this the new frontier? Asks Jet Wong, Strategy Director at BBH Shanghai Gen Z, or more accurately, the ‘Post-95’ generation, have the fastest growing spending power in China. They are also immersed in a...