22nd May 09
Within about 5 minutes of arriving at the Telegraph Media Group offices last week, those unvarnished words – first uttered back in 2007 by TMG’s now editor-in-chief, Will Lewis – had been recounted to us, setting the tone for the rest of the afternoon. A bit of a surprise. This after all was the home of the Daily Telegraph, the UK’s biggest broadsheet, famously the ‘paper of the shires’ and historically the bastion of the Conservative party, right? Well yes and no. Invited in by Nancy Cruickshank, TMG’s recently appointed Executive Director of Digital Development, a group of us from BBH and BBH Labs were about to hear how the paper had undergone a complete operational and cultural transformation over the past few years: moving from a print production-led organisation to one intent upon embracing an integrated, multi-format, audience-focused future.
Before we go much further, it’s worth saying what this isn’t about: it’s not another essay on the accelerating declines in the newspaper industry’s circulation figures and ad revenues, as much as these may form the backdrop, even the driving need behind the changes at TMG. Instead, the starting point here is the premise that adland still needs media and media needs adland, no question. And, equally importantly, all of us need to find forward-looking ways to accelerate our own response to the change going on around us. Listening to what they had to say, the relevance for any commercial creative business hit home hard. Here then is an unapologetically positive attempt to capture the implications of what we heard: what can we learn from one media brand’s story?
21st April 09
If the past couple of weeks have seen some of the industry’s finest minds crystallise why there isn’t more great work in the interactive space, then from here on in – inevitably, I guess – this debate is going to need to shift on its axis slightly and focus on the trickier task of finding tangible solutions.
The good news is that there already appear to be some answers emerging, all with the potential to lead somewhere interesting and worth recording. I’m going to approach this pretty organically and see where it goes. Please feel free to jump in, disagree, debate, add your own suggestions etc.
First up, a theme that may seem controversial to some: the wholesale reinvention of a (sometimes much maligned) skill, the art of storytelling.
Ben’s second post caught my attention with the observation that “there’s currently much less of a culture of developing narrative or storytelling on the web” and this got me thinking.
Part of the issue behind this, I would hazard a guess, is the fact story telling as a skill has come to be associated with the old school mores of broadcast advertising. By way of illustration, in his NMA column last week Mark Cridge talked about the need for a creative director to be comfortable with the idea of curation, rather than control. A thought that made complete sense – no question. His piece then went on to conclude “If these are the skills that are going to be important from now on, which type of creative director would you rather work with: a big budget brand storyteller obsessed with control, or one more comfortable with the ebb and flow of the interactive world?”
Reading this, you’d be forgiven for thinking storytelling no longer has a place or is badly in need of rehab. In truth, and I am going to nail my colours to the mast here, it’s never had the potential to be more relevant or exciting.
(For full post click below)
1st April 09
So we’ve been micro blogging via Twitter for a while now, but figured it was about time we had a little more meat in our sandwich.
We’ll be sharing here anything that’s grabbed our attention of late, particularly anything that has implications for how brands and marketing will evolve in future. For now, have a look at the About Labs page or contact us if you’d like to know more. Alternatively check out bbhlabs on Twitter.
Finally, a heartfelt hat tip to our friends @ Made by Many, who designed and built this thing of beauty for us. We thank you.