Category: BBH

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...

UNLEARNING ‘ME.’ JAMES SOWDEN’S 10 YEARS AT BBH SINGAPORE.

Most Western thinking ignores the fact that 70% of the world’s population live in collective societies, writes James Sowden, reflecting on his tenure as Managing Partner at BBH Singapore. Last week was my ten year anniversary at BBH Singapore. I should write a book about what I’ve learned, but I probably won’t. Instead I’ve sketched out a few lessons that I’ve learned...

DIGITAL IS HAVING A MIDLIFE CRISIS. THE WAY FORWARD IS EXPERIMENTATION.

Digital media’s grand promises have not been fulfilled. Instead targeting fails, context blindness and a fundamental disrespect for people’s attention are jeopardising both brand growth and the social contract advertising has been built on. We need to remember some timeless principles and experiment with the new if we are to improve, writes Thomas Wagner, Planning Director at BBH Singapore. The...