Archive for December, 2012
21st December 12
Posted in BBH Labs
Since the days of yore , according to a tradition the origin of which has been long forgotten [Ben Malbon started it] we’ve used the last post of the year to look back over the previous 12 months of bloggery, not in a spirit of wistful nostalgia but in a spirit of enquiry. We look to see what our preoccupations were, what topics or technologies regularly bubbled to the the surface, what themes emerged from what has, like all the other years, been a hectic hurtle down the marketing superhighway.
This is also an opportunity for us to say thank you – for reading, for commenting, for debating, for sharing, for writing on our blog and letting us write on yours. This blog isn’t our personal journalling site – openness and transparency are key Labs’ tenets – and every contribution you all make adds value, helping all of us think harder and smarter. Gracias.
So below, in no particular order are the posts that to us seem to represent nodes of thinking or at the very least, nodes of writing activity. In an astonishing breach of protocol, this year we’re going to present them by theme – enjoy, comment, disagree and share, and see you in 2013.
Mel, Jeremy, Saneel, Tim and Griffin
The uproar regarding the changes to Instagram’s Terms of Service – and continued debate about how web services treat users and the content they upload – demonstrates that discussions about openness and control are only going to get more empassioned as more users are exposed to the fact that, if they’re not paying for a service, they are the product being sold. Openness has featured regularly in Labs posts, and we debated this subject with some vigour at SXSW in our SkyNet Vs Mad Max talk, co-authored with our friend Tom Uglow (at Google Creative Lab, Sydney). Clients are also appreciating that openness can be as much of an asset as a quality – The Guardian making it the key reason to believe in the award winning Three Little Pigs. And James Mitchell used this blog to consider ‘truthiness‘ in marketing, the tightrope joining reality and hyperbole that we walk whenever we try to tell a story about a brand. As James writes, balance is not always easy to maintain.
In the year that BBH turned 30 it’s perhaps not surprising that emphasising difference, subverting the norm and, yes, zagging, have been undercurrents on the blog. BBH Asia Pacific Chairman Chas Wrigley (together with Wieden & Kennedy’s Rob Campbell) offered a series of provocations and debunked some flawed notions in their ‘Everything we Know is Wrong‘ presentation – we were particularly struck with their observations on West knowing best. Then, in a series of posts entitled ‘Advertising is Dead: Long Live Advertising‘ Mel made a few predictions about where advertising might be headed over the next 8 years. Check back in 2020 to see how she did. Subversion also produced some startling work this year as highlighted in this smart piece of engagement thinking for Refuge, the domestic abuse charity. Expecting to see the latest installment of her hugely popular make-up video tutorial, Lauren Luke’s audience were instead shown advice on how to cover up the signs of domestic violence – massive impact created through subversion of expectation, a brave performance and a riveting piece of film.
Great to see experiments coming from around the globe this year. The BBH Barn team in Singapore tackled social media overload with their Social Rehab programme and kit while in New York the Labs team created While You Were Off, a service which kept track of the all important updates that you might miss during those darned inconvenient minutes or hours of Internet downtime. More seriously (and controversially), SXSW saw the launch of Homeless Hotspots, an experimental programme in partnership with a large Austin homeless shelter to see whether street newspaper vending could be updated to be more digitally focussed. After an admittedly rocky start it’s great to see how the issues that the experiment raised might lead to some transformative change as we follow our ongoing attempt to drive innovation for Street Newspapers across the globe.
It’s always a pleasure to get a note from BBH London Chairman Jim Carroll with a new draft post in it and in a particularly rich year for Jim’s elegant reflections it has been hard to shortlist a selection for this round-up. But if you don’t have time to go back and read them all here are a couple we particularly loved. In Laughing Together, Weeping Alone Jim suggests that we underestimate introverts at our peril – in a world that can’t stop talking (and sharing), perhaps its the unspoken, unshared feelings that are most true. In Swimming in the Shallow End Jim raises a toast to modest ambitions, incidental victories and frivolity – not every brand should aspire to sup with sages and kings. Lastly, in this farewell post, Labs’ strategist James Mitchell neatly articulated what for him (and many of us) BBH Labs offers - a place to wander, discover and build.
And so we end this round-up, with Robots. For us, as for Brad Pitt and Chanel No 5, it was inevitable. First announced in April, Robotify.me was finally birthed this month. We’ve learned a lot on the way – about process, about MVP, about delivering (yes, ‘shipping is everything’), about APIs, about facets of our social media activity that we were not aware of previously. We continue to learn from the excellent feedback we’re receiving and will continue to evolve Robotify.me in the new year. But if there’s one conclusion that we can draw from the experiment so far it is this: you can learn through listening, you can learn from sharing, you can learn from reading, but there’s no learning like the learning you get from doing.
See you all again in 2013.
17th December 12
Posted in Creativityforgood
Author: Alex Ball, Copywriter, BBH London
Today sees the launch of homeforxmas.org by BBH London. A Christmas initiative aimed at raising money for children’s charity Barnardo’s, helping fund their work with homeless young people.
The festive project, which runs for the next five days, invites the audience to donate as much as they can to Barnardo’s. In return, and as a show of appreciation, BBH will select an entrant’s home address each day and recreate their home in a snow globe using the latest 3D printing technology. This beautiful bespoke snow globe, complete with personalised engraving, will then be wrapped and boxed before finally being sent to the selected recipient.
Watch this film if you’d like to learn more:http://www.vimeo.com/55782359
13th December 12
As you hopefully recall from our last update, we’ve been working with StreetWise, the street paper of Chicago, to apply our learnings from Homeless Hotspots. StreetWise’s issues felt most appropriate to tackle not only because of the organization’s innovative mindset (see their recent launch of Neighbor Carts), but because solutions that work at scale in Chicago can likely work in most other cities. StreetWise is a member of both the North American Street Newspaper Association and the International Network of Street Papers, organizations that cover the majority of street papers across the world and ensure the best ideas at any single paper scale.
One of the first issues we’ve tackled together is digitizing the transaction. As of this week, people can use their mobile device to PayPal money to participating StreetWise vendors in a public beta. Similar to Homeless Hotspots, a visit to the vendor’s unique short URL will provide their personal story. This was a critical step in the process, as street newspapers play a much bigger role than employment for homeless individuals; they offer a chance for meaningful connection across socio-economic boundaries. Assuming a successful beta, the program will rollout across Chicago in January.
Street papers are the most valuable tool homeless populations currently have to step out of invisibility. We see the digitization of that process as a critical first step (as do a number of other street papers we’ve been talking to– they’re testing everything from QR codes to mobile issues). However, there’s a long way to go. It’s why our other ongoing project with StreetWise will involve piloting a more fundamental evolution of their offering. It’s a big undertaking, but hopefully it sets the stage for a new model, scalable across large cities around the world. The premise behind the idea is rooted in our learnings from Homeless Hotspots. As always, we’ll keep everyone posted on progress once the pilot has been completed.
We’d also like to give a special thanks to PayPal Labs. They’ve worked with us to create a custom offering to ensure mobile payments are seamless, secure, and free to the vendors to use. We’ve thoroughly enjoyed working with them.
As always, feel free to reach out with questions or comments. We don’t edit our blog comments unless they contain offensive language.
11th December 12
Author: Helen Lawrence, @helenium, BBH & BBH Labs Strategist
It almost goes without saying that BBH Labs like robots. Of course we like robots. The potential for what robots could do challenges our view of the future. What will they be capable of? Do they free us from the mundane or render us redundant? Is the uncanny valley somewhere we’d like to live?
At BBH Labs we’re interested in ‘artificial’ intelligence: how it starts, where it can go, what it means for us carbon-based lifeforms. Advances in sentience, emotion and learning within Artificial Intelligence draw on human data; as the internet collects more and more of ourselves the robots are finding it even easier to replicate our squishy selves. Even the little things – predictive text, Google Instant, EdgeRank – make us blink from time to time.
But, despite the possibility of Skynet becoming self-aware, we decided to have a little play with it.
BEEEEEP. BEEEEP. Robotify.me is here!
We’ve talked about it before, but just in case you missed it then the basic idea for Robotify.me is that by plugging in your social data and using it to create a robot you can learn a little more about how you portray yourself online.
It should uncover if you tend to lurk and not share, if you retweet rather than create, walk miles for a Slurpee or take more photos than a K-Pop fan. Your robot will change and evolve, so keep checking back and see how it’s doing. Don’t worry, it doesn’t need feeding. It’s no tamagotchi and it’s certainly not 1996.
This is the first iteration of Robotify.me, it’s a simple little service at the moment. It will continue to develop and evolve over the coming months. So there might be a few bugs lurking in there and this early beta version of it certainly is lacking any bells and whistles. We’re already looking into adding some more networks to plug in, as well as seeing what else we can get out of the platforms we’re using at the moment. A more comprehensive ‘Roboguide’ is also in the works.
One of the reasons for creating Robotify.me is to encourage a bit of self reflection and analysis, and perhaps to see if people form an attachment with their robot. We’d love to know your robot was what your were expecting or if it threw up something a little odd that you might not have known about yourself. We’ve found ourselves taking more photos, retweeting less, checking in more… all to see what our robots do.
What is the mechanical bird on your shoulder whispering into your ear?
This was an in-house BBH operation. Conceived by Labs, built with the BBH technology team in London, logo and site design by Zag. The beautiful robot illustrations are the handy work of Mick Marston, @futilevignette.
Particular props go out to:
Gabor Szalatnyai: @endofu: Creative Technologist
Marc Owens: @marcowens: Creative
Matt Bertocchi: @ux_matt: UX
Kate Sutherland: Producer
Mel Exon: @melex: Product Owner
Jeremy Ettinghausen: @jeremyet: Creative Director
Helen Lawrence: @helenium: Labs Strategist & Copywriter
Shea Warnes: @sheawarnes: Social Strategist
Luke Kidney: @creativekidney: Creative Technologist
Vicki Maggs: @maggsy: Digital Analyst
Abi Awomosu: @tekogram: Senior Digital Analyst
Richard Davies: @richardtid: Graphic Designer, Zag
Steve Wake: @stephenwake: Head Designer, Zag
Gary Hudson: @garyhudson: Graphic Designer, Zag
Henry Rowan-Robinson: Commercial Lawyer
Sarah Pollard: @pollardfaure: Communications Director
Simon Taylor: Producer
Isobel Barnes: @isobelbarnes: PR Manager
Mark Reddy: Head of Art
Sarah Pascoe: Head of Print
Pablo Marques: @pablo_marques: Creative Director
And of course, the Rebel Alliance: James Mitchell: @jamescmitchell
An honorable mention goes out to Liz Harper: @lizmarieharper: who has kept the Labs ship sailing while we tinkered with cogs and lasers.
And a massive thankyou to all the wonderful beta testers, whose help, advice and support has been invaluable to date.
Thanks to Contagious too, for their great write up of Robotify.me
10th December 12
Photo: Mary Meeker, KPCB
We at BBH Labs are big fans of Mary Meeker. Every year we like to republish her Internet Trends and this year is no exception. The report has changed throughout the years but the insight gets richer and more useful as time goes on. The report is just under 90 slides so for you slackers that don’t want to read the whole thing we have pulled out the information that we found most interesting for your data snacking pleasure:
- USA has the highest internet penetration with 78%, but that still means 22% of the population is not online
- In the US and UK, almost half of mobile subscribers are using smart phones at 48% and 45% respectively
- An impressive 29% of US adults own a tablet or eReader, up from 2% three years ago
- 48% of American kids want an iPad for Christmas this year, 36% want an iPad Mini
This year we wanted to highlight a few trends and view them through the lens of Advertising. Ask a few thought provoking questions and put our own spin on some. A few of these things are good for our industry and other things will be more challenging.
- In India, mobile internet usage has surpassed desktop internet usage. Mary Meeker’s team believes many countries will follow. As an industry we can acknowledge that desktop banner ads present a challenge to do great creative but when your space is limited to the size of mobile banner ads it becomes even more challenging.
- They see a movement from asset-heavy to asset-light lifestyles in space, time and money. As an industry this means that less products are being purchased but it should increase the quality of products brought to market. When the product is good, the advertising is even better.
- The average person spends 52 minutes per day in the car. As an industry we have relied on radio to reach this audience but as cars evolve in technology with touch screens, mobile and GPS navigation are we innovating to be be creative with this time and space? This medium seems ripe for innovation.
- The average person spends 3 hours per day in front of the television. As an industry we know that second screen adoption is growing at a tremendous rate, ad skipping is at an all time high, how do we change trends in advertising to combat other distractions to the ads we spend a majority of our time on?
7th December 12
This is the fourth and final post in a series based upon our submission to Wharton’s Advertising 2020 initiative. The structure we’re loosely following here: 8 years, 8 potential future opportunities, 8 things to do now.
#7 Big Data, Big Patterns
“No thought can perish” ~ Edgar Allan Poe
“There is no point in collecting and storing all this data if the algorithms are not able to find useful patterns and insights in the data,” says Mr. Kleinberg at Cornell. “But the software is scaling up to the task.” ~ New York Times, 09.09.12, ‘Tech’s new wave, driven by data’
According to Gartner earlier this year, the hype curve for Big Data reached ‘The Peak of Inflated Expectations’ (with an estimated 2-5 year gap before it reaches the ‘Plateau of Productivity’). The accuracy of that timeframe has been debated, perhaps fairly when we consider the exponential growth in speed and volume of data collection and analysis and the collapsing path to purchase that we’ve discussed already here.
In advertising, it seems only likely that algorithms will continue to do more of the commoditised, heavy lifting for brands and their users in terms of achieving reach, frequency and low level message optimisation. And, in monetisation terms, successful media owners will have recast themselves as data owners. To take just one example, The Weather Channel’s CEO, David Kenny, described to us how he sees the growing commercial role of data: Read full post
6th December 12
This is the third post in a series based upon our submission to Wharton’s Advertising 2020 initiative. The structure we’re loosely following here: 8 years, 8 potential future opportunities, 8 things to do now.
The final instalment will follow tomorrow.
#5 Content Marketing: brands as content owners & partners
By 2020, the difference in value between access to basic information (demands to be free) versus knowledge (“okay, that’s valuable, I may pay for it”) will have been worked through. Mainstream audiences won’t respect old media owner boundaries. A younger audience today already feel that way:
“It is not our fault that their business has ceased to make sense in its traditional form…”
“One more thing: we do not want to pay for our memories. The films that remind us of our childhood, the music that accompanied us ten years ago: in the external memory network these are simply memories. Remembering them, exchanging them, and developing them is to us something as natural as the memory of ‘Casablanca’ is to you. We find online the films that we watched as children and we show them to our children, just as you told us the story about the Little Red Riding Hood or Goldilocks. Can you imagine that someone could accuse you of breaking the law in this way? We cannot, either.”
When information flows freely, traditional ‘middlemen’ relationships get disrupted, even collapse. Will this lead to the eventual or partial disintermediation of the media owner? Sure, some traditional media owners will make a full digital transition to expert curators, aggregators and creators in their fields of entertainment (music, games, film etc), information and news. Elsewhere, social platforms are connecting owners of great content to their own audiences, allowing their content to be found, searched, shared and watched together easily. Even in 2012, as Brian Norgard at Chill puts it, “Social is emerging as a starting distribution point for content.” Assuming this happens to some degree, it follows that aside from paid-for advertising, more and more successful brands will have:
a) formed partnerships with content owners directly, and/or
b) become bona fide content owners themselves.
With (a), the opportunity is to face the issue together. Brands play a legitimate role, funding the distribution of valuable knowledge or content to savvy audiences who know their attention is valuable too. Think partner, not sponsor. It’s a transparent, transactional relationship with 3 parties: the end user gets high value content and experiences for free or subsidised; the brand earns awareness, earned word of mouth and even purchase in return; the producer gets funding, reach and publicity:
With (b), brands act as publishers and content owners in their own right, distributing their own content via their own networks, building their own audience databases… rinse and repeat. What content can a brand credibly create that people will want to seek out, share and make their own? Already, brands like Red Bull, Ford, Coke et al are pouring budget into content, eschewing traditional bought media and distributing instead via seeding, PR and the social web. It’s an all or nothing strategy, your content needs to be nothing short of extraordinary. By way of example, DC Shoes’ 9 minute epic featuring Ken Block treating San Francisco as his personal gymkhana playground. It has 27m 35m views and counting. Read full post
6th December 12
This is the second post in a series based upon our submission to Wharton’s Advertising 2020 initiative. The first, introductory post in the series was published yesterday, here. The structure we’re loosely following: 8 years, 8 potential future opportunities, 8 things to do now.
Subsequent instalments to follow over the next day or so.
#2 Everything is Connected: The Rise of the Networked Brand
“The dynamic of our society, and our new economy, will increasingly obey the logic of networks..We are connecting everything to everything.”
~ Kevin Kelly, New Rules for the New Economy
A little context as we imagine it: by 2020 the media environment will be fueled by speed-of-light broadband and unparalleled connection. The Internet of Things already exceeds in size our planet’s human population and will number 50 billion by 2020, as Cisco has it: devices, buildings, clothing, even people – all machine-readable, perpetually transmitting and receiving data, universally authenticated. Very few people will care about distinctions like ‘online’ versus ‘offline’; we won’t fetishise IRL. Forget QR codes, if your product could have an interactive communication layer added seamlessly to it, what would it do or say?
The once clearly defined physical experiences of TV, Internet and gaming will continue to blur. By 2020, we will still want to use large screens for shared viewing, MMO gaming and epic, time-sensitive broadcast events, but that’s about it. We won’t bother talking about ‘connected’ TV or Internet TV, that particular war will be over: all devices will be Internet-enabled and capable of showing HD content. We’ll care about context and content (the relevance, cost and quality of the experience), not which cable or cloud it’s streaming from.
In this context, a couple of things seem inevitable in terms of how the advertising model might be disrupted: Read full post
5th December 12
Earlier this year we were asked by Wharton to contribute to their initiative “Advertising 2020” (a book and a companion online platform to be published), part of their Future of Advertising Program. They asked for answers to two questions:
1. What could / should advertising look like in 2020?
2. What do we need to do now for this future?
This is an extended version of our contribution to the initiative, which we’ve broken into a series of posts. Today’s Part 1 is an introduction looking at the cultural context and our first thoughts on the implications for advertising. Subsequent instalments to follow over the next couple of days.
“Life is just a premonition of a flashback.” ~ Nick Gill, after Steven Wright
At BBH we don’t much like making predictions. Fundamental human motivations don’t change and actual behaviours change a hell of lot slower than we’d like to think: mankind may be programmed to progress for better or worse, but “behavior is just motivation filtered through opportunity”, as Clay Shirky so neatly puts it.
Nonetheless, sitting here in 2012, it seems unimaginable that technology and media will do anything but continue to evolve at pace, nor does it seem likely that the dominant influence of those two industries over advertising will falter. So, deliberately, we’ve sought out and included as part of our submission a few words of advice from people working at the cutting edge coal-face of those industries. Read full post
4th December 12
Posted in Creativityforgood
When we look into our mystic crystal balls of the future, who knows what we’ll be using technology-wise? Well, we could just shrug our shoulders and wait to see, or we could roll our sleeves up and get involved on the front line of development.
The charity Royal London Society for the Blind has a dream about the future of tech and they came to us to see if we’d help them promote it.
It’s a concept called Everybody Technology, a dream that tech companies, developers and users all collaborate to create and design with everyone in mind, creating 100% inclusive technology.
To make concrete RLSB’s vision, we enlisted the help of the person who we felt would best deliver and represent both the disabled and able bodied – the great physicist Professor Stephen Hawking.
His words are a rallying call to developmental arms, being ‘spoken’ by men, women and children, from different cultures, backgrounds and abilities. It encourages joining the Everybody Technology group, to create a network of developers and users to drive a revolution in thinking forwards
The iPhone and iPad are certainly the modern day shining examples of this revolution, technology that each and every one can use, in very different ways. But it began way back in 1880 – with two Italian lovers. A blind woman, who couldn’t write to her partner had to dictate her sweet nothings to someone else aloud. Not very private – so to overcome the adversity, her husband invented the typewriter for her. Which developed into the keyboard this very post was tapped out on…
RLSB see a future where more technology originating for specific needs enters the mainstream, and vice versa, enabling everybody to live fantastic lives to our full potential. That’s a future we quite fancy living in.
If you agree and you’d like to get involved in Everybody Technology, then share our film or sign up to the group here.