April 10, 2019

THE BUSINESS CASE FOR CREATIVITY

Tom Roach, BBH’s effectiveness head, was asked by Thinkbox to present the business case for creativity at their spring event. Inspired by Thinkbox’s own nickable slides, here’s the nickable presentation he gave, bringing together the best evidence for the value of creativity in marketing communications. DECK HERE

advertising/creativity/Effectiveness Comments: 0

March 20, 2019

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...

advertising/BBH/Brands/Effectiveness Comment: 1

March 18, 2019

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...

advertising/China/entertaiment Comments: 0

February 28, 2019

THERE SHOULD BE TAMPONS ON HYPEBEAST

Hype creates inordinate value. If a brick can have a resale value of $1,000, why don’t we apply the principles of hype culture to more products? asks Mara Dettmann, Editor at BBH London   There’s something inherently magical about working in advertising: at the core of it, it’s our job to create value – at times seemingly from nothing. At...

advertising/Brands/Hype/Uncategorized Comments: 0

February 7, 2019

CRM COULD BE EXCITING

A spoiler-free look at what Bandersnatch, Fortnite and the new era of interactive storytelling in film teaches us about the lost art of CRM, writes Charlotte Tullett, Senior Strategist at BBH London. CRM is often seen as a functional hard-sell tool or a boring customer service channel. Within our industry the shiny elements of ‘customer experience’ and captivating 60 second...

advertising/CRM/entertaiment Comments: 0

January 23, 2019

THE METHOD IN THE MANTRAS.

BBH loves a mantra. We’ve got quite a few and you hear them often in conversation around the agency, writes Head of Effectiveness, Tom Roach. Mantras are part of our culture but beyond that, they play a role in helping us articulate and share our beliefs with our people and clients. Our founders, like some of the big names before them (Ogilvy, Bernbach,...

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January 3, 2019

THE TOP 5 MOST READ ARTICLES ON LABS 2018

It’s been another record breaking year for Labs, thank you to all our readers, our followers and our contributors. Below are the top 5 posts for you #ICYMI. This year we turn 10 years old – stay tuned – big things to come. Thanks again, Lucian. #1 Fwd to CEO: THE MOST VALUABLE BUSINESS TOOL EVER INVENTED  #2 MOST MARKETING...

2018/advertising/attention/BBH/BBH Labs/Brands Comments: 0

November 23, 2018

FORGET HUMAN TRUTH, BRANDS SHOULD BE TALKING HUMAN FICTION.

In an industry obsessed with human truth, surrounded by a world in love with fiction, does advertising need to leave the facts behind? Asks Mel Arrow, Strategy Director and Partner at BBH. I don’t know if you’ve noticed, but Donald Trump is the 45th President of the United States of America. Meanwhile in England, poor old Lord Sugar is still...

advertising/culture/strategy Comments: 7

November 16, 2018

THE WORLD CUP OF ADS

It’s time to settle the big one: the greatest ad of all time. Not measured by effectiveness, efficiency or Lions, but rather by how beloved it is by both the public and the industry. To achieve this, we want to hold the largest, most comprehensive poll ever. In other words, we need your help, write Harry Guild , Data Strategist & Data...

advertising Comments: 2

October 25, 2018

STRATEGISTS KNOW NOTHING ABOUT PEOPLE

Earlier this month I went to the APG Strategy Conference: On the Contrary which sought to bring together speakers on ‘the power of contrarian thinking to challenge convention’. Rather surprisingly they all came with one very similar observation, writes Clémence Lépinard, Strategist at BBH London. That observation? If you think you know people, if you think you know your consumers,...

advertising/strategy Comments: 5

October 12, 2018

DOES YOUR STRATEGY EVEN LIFT BRO?

As well as winning Agency Of The Year, we were delighted to pick up the IPA Effectiveness Grand Prix last week writes Will Lion, Managing Partner, Strategy and author of the winning Audi paper as he explains how weights and sweat might have helped. When you win an IPA Grand Prix for Effectiveness you get a lot of messages asking...

advertising/Effectiveness Comments: 2

October 8, 2018

FAME FACTORY: STRATEGY IS TIMELESS BUT EXECUTION MUST BE TIMELY.

Earlier this year I went to Bucharest to attend the tech conference icee.fest. I saw some fairly breathtaking presentations from production companies Happy Finish and Hammerhead, on the capabilities of VR, AR and AI. If you want to see how this tech is impacting creativity (as opposed to just hear these buzzwords being thrown around the ad industry…) I’d recommend you go...

advertising/creativity/culture Comments: 0