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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...

BRANDS NOT HOT… BECAUSE THEY DON’T UNDERSTAND THE INTERNET

It took the industry more than a month to respond to one of 2017’s biggest cultural moments because we, as a profession, aren’t paying attention where it matters. Here Jack Colchester, Senior Data Strategist and Deputy Editor of BBH Labs & Harry Guild, Data Strategist at BBH, outline how the processes driving internet culture can create global fame.  Sources: BBH Social Listening...

MOST MARKETING IS BAD BECAUSE IT IGNORES THE MOST BASIC DATA

Despite data being one of marketing’s current obsessions, most brands aren’t extracting value from 11 of the most basic data-points available to everyone, writes Tom Roach, Managing Partner, Effectiveness, BBH. ‘How did Facebook, which prides itself on being able to process billions of data-points…somehow not make the connection that electoral ads paid for in roubles were coming from Russia. Those...