On the Beach pt 2 – Awesome People Talking

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Last week we sent Alana King, Strategist and Tom Willner-Reid, Commercial Finance Manager, to Silicon Beached. Here, Tom tells us about what he learned about creativity. Part 1 is here.

Sketch Notes from Silicon Beached, by Natalia Talkowska
Sketch Notes from Silicon Beached, by Natalia Talkowska

At BBH I’m in Commercial. I’m not a creative. I observe creativity happening from a distance; I greatly admire the genius of those who sit in an unlit booth all night and come up with something as brilliant as the Chokeables. Spreadsheets, on the other hand, now we’re talking. What would I learn from a festival of ideas such as Silicon Beached?

1. Here we are at the Conway Hall, home of the Conway Hall Ethical Society. They’d have a field day debating the ethics of advertising.

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2. They are also hosting a debate on the ethics of Star Wars. Brilliant, but sadly nothing to do with today’s festivities.

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3. The theme of the day is simple: to have awesome people talking about their day jobs. The line-up is all women. Therefore we have 10 awesome women talking about their awesome day jobs. This fact is pointed out. But these are supreme experts in their field who just happen to be women.

4. 99.9% of the audience is white, however. This does need pointing out.

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5. Proceedings kick off with a TV advertising lobbyist (Lindsey Clay of Thinkbox) extolling the virtues of her medium, allowing us all to shrug off the notion of working in a declining industry and feel better about our world. TV is the saviour of advertising!

6. Ms Clay goes on to talk about targeted TV advertising, such as the Sky AdSmart service. Since watching live TV is still by far the largest recipient of our watching time (>50%), this seems a logical step forward. Are the terrestrial channels doing anything though…?

7. Liz Pavitt from Rubber Republic asks us whether we would “date our brand”? Experience tells us that lying on our dating profiles isn’t going to get us anywhere in the long term, so why do so many brands go for short-term dishonesty over longer relationships? Her sound advice is to be honest, and take the piss out of yourself, like in this Innocent ad (no danger of BBH not being “rugby” enough!).

8. Matthew, our suave, pink-jacketed MC, is behind today’s event. If only more conferences could ditch the “theme” and maintain the element of surprise by giving participants an open brief. It keeps a sense of anticipation among the audience.

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9. One (American) presenter realises Brit audiences don’t punch the air, whoop, nor have the stomach for 25 minutes of self-promotion and motivational quotes. Sorry, it just doesn’t play here.

Spot-on with your final slide though.

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10. Chocolate covered cookie-dough balls are mighty fine tea-break treats. Not only very delicious, a couple of these sugar-loaded snacks ensure the audience’s attention levels are right up there for the final session.

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11. Any minute now, the robot accountant army is going to usurp me and my kind. So proclaims Pip Jameson, founder of The Dots. Luckily the creatives are safe.

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12. Pip gives some fascinating personal insights into the start-up experience. I realise it’s for braver people than me. She then describes how she pioneered the use of wall space in her office for employees to post all the random things they love. She calls it the Glory Wall.

13. You cannot go wrong in finishing your event with an industry legend reeling off a few anecdotes from a glittering career. MT Rainey delivers in spades. Her concise, witty tales and re-runs of classic 80s ads give the dwindling crowd a little late-afternoon boost. And make us pine for Ridley Scott to go back to directing for the small screen.

14. To sign-off, MT gives us some sage advice. Take regular time out to consider things you’ve achieved, things you’ve worked on, things you’ve been a part of. Keep the memories of being involved, because you’ll want to remember them when you share your experiences with others in later life. I think she’s absolutely right!

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