8th May 12
Authors: Fran Hazeldine, Strategy Director and Pelle Sjoenell, Executive Creative Director at BBH LA
In a couple of weeks time we’ll be speaking at the annual Planningness conference, which is coming to LA for the first time this year.
We were originally asked to talk about how we work as a planner / creative duo at BBH LA. But rather than share a single, narrow perspective, we thought it might be interesting to take a broader look at the planner / creative relationship today.
What do planners and creatives really value in one another? How can they best work together in a modern agency setup? Do similar or opposite styles attract? Does gender, nationality or experience make a difference? Has digital changed the relationship? Is it still a two-way dynamic or are planning and creative duties shared between more diverse teams?
We’re hoping to answer some of these questions by asking planners and creatives from a variety of agency backgrounds to fill out a short survey. If you work in either role at any level, we’d love to get your input. Results will be shared here on the Labs blog and in our Planningness talk on May 18th.
The aim is to gather some honest, practical learning about the planner / creative relationship, how it is changing and what we can do to improve it. Next up, the new business / finance relationship…
You can find the results of the survey and our follow up post here.
3rd May 12
BBH Asia Pacific Chairman, Charles Wigley, and Rob Campbell of W+K delivered their joint talk “Everything we know, is wrong” at The Asia Marketing Effectiveness Festival in Shanghai last week. Asked to be provocateurs, their talk (slideshare below) smartly tackles five flawed notions in one fell swoop: from ‘tv is dead’, ‘brand love’, ‘everyone wants to join in’, ‘pre-testing makes everything better’ and finally ‘London and New York know absolutely everything’. At Labs we particularly enjoyed the provocation of the last theme, which struck us as something not discussed nearly enough on these pages. If you’re someone with a client or simply a keen interest in Asia (so all of us, then..), then may we suggest – if you do nothing else – reading slides 64-81 of Chaz and Rob’s presentation below.
As Chaz himself puts it:
“We had what we knew would be a crowd pleaser in the East where we have both lived and worked for years, but may be less of one in the West. We’ll see. We firmly believe it anyway. Specifically we took on the notion that ‘West knows best‘. If you believe that culture significantly influences how people look at and interact with the world, then there is ample evidence that it causes Asian – more collectivist – consumers to interact differently towards brands and to read communications differently. Academia and our business are just at the start of understanding this one. But it’s going to be big. Read Richard Nisbett’s ‘The Geography of Thought’.”
1st May 12
Author: Andy Ross, Account Manager, BBH NY
As the Winter 2012 Barn session came to a close with interns presenting digital platforms directly to UNICEF clients, something dawned upon us – we need to get the next round of the Barn rolling.
In short, the Barn is back. Please consider this your invite.
It goes like this: Two teams of three resourceful, slightly sleep-deprived interns compete against one another on a brief that belongs solely to them. They’ll also work on live projects within the walls of BBH and score some direct interaction with and mentorship from folks in nearly every department here, including BBH Labs.
The skills we’re looking for are varied, and none are mandatory – but guidelines might help. Do you know Final Cut Pro, PHP, C++? Ever heard of Open Source? Are you hyper-organized? Do you have a penchant for human behavior studies or a highly developed sense of smell that you have leveraged into a successful truffle company? Bottom line: we want people who can get things done.
Our role here is to empower you, not to ask you for coffee. That’s why previous Barn teams have managed to win everything from Lions to Pencils during their 10-week internship.
So you have it, the Barn’s hiring criteria are as follows: We want people who are good and nice. Apply at BBHBarn.com and follow @bbhbarn. Applications are due May 11th. We start June 4th, 2012. We cry that it’s over August 10th.
30th April 12
Posted in Uncategorized
As promised in our follow-up post to Homeless Hotspots, we wanted to keep everyone updated on how those learnings- and open conversations- are being applied to try to help fight homelessness at scale.
We’re quite proud to say we’re in active dialogue with both the North American Street Newspaper Association (NASNA) and the International Network of Street Papers (INSP) working out how to help their members (150 or so papers across the globe) address some key issues they face in a modern media landscape. We’ve begun by working on a key pilot program: StreetWise in Chicago. We came to meet Jim LoBianco, who runs the paper (and broader organization), after he wrote this post during Homeless Hotspots. Upon speaking with Jim, it was clear he has a track record of innovation fighting homelessness, and that the organization is dealing with a number of issues familiar to papers around the world, including:
- Digitizing payments options for street vendors working in an environment in which fewer people are carrying change
- Offering digital services to accompany a print offering under pressure
- Ensuring vendors have a clear set of tools to earn income and offer something of commercial value
- Do all of the above without eroding vendors’ ability to engage with mainstream society (this is good for both parties, and is the key issue that blossomed into Homeless Hotspots originally)
If we can collectively address these issues for the largest North American street paper, we’re optimistic we can help other interested street papers evolve with the changing media and mobile landscape.
We’ll continue to keep everyone posted on progress. We appreciate the exceptional level of support you’ve shown for the participants and the shelter throughout this process. In fact, it may be worth heading over to the Front Steps Facebook page to say congrats to Hotspot Manager Jonathan who raised enough money from Homeless Hotspots to put him over the edge and move out of the shelter and into housing!
If you’re interested in helping us with any of these efforts, please reach out.
26th April 12
Posted in makings
Author: James Mitchell, Strategist, BBH & BBH Labs
Every once in a while at Labs, we like, no, need to get our hands dirty. Oily, even. We like to make stuff that we can learn from – learn from the making of and learn from the interactions with. Robotify.me is one such experiment. And unlike most of our output, we’re going to share its whole gestation with you. Partly because we’re too excited not to, partly because we want you to shape the product.
Product? Yes. With robotify.me, we want to put a personal digital robot into the hands of every person who wants one.
Of all the companions you could make, why a robot? Why not a plant, an animal, even a pet rock? Because of the line robots walk (or fly), between the artificial and the human. They are not alive, but in the way the act we try to give them life. And this has bearing on the other half of the project.
Since our first aol email addresses, our first Second Life avatars, our geocities and myspace profiles, our first (and second) anonymous twitter accounts and our weavrs, we’ve been talking about the difference between a person, and an online persona. Is there one? We hope robotify will tell us, because the other trick is this: the characteristics and features of your robot will be determined entirely and exclusively by your social network data. So if you post lots of pictures on instagram, your robot might grow a telephoto lens in its belly. If you click lots of odd links, you might develop tank tracks – negotiating rough digital terrain, you see.
That’s the simplest version. Gradually we want to progress to a version with a robot that changes and grows as you do – a living marker of your data journey. We’re even hoping that, over time, robots will be able to interact. Robosociety, if you will. But that’s the nature of the agile process we’re using – aside from the vision, there are lots of assumptions layered on top of each other, and we’d like a willing army of beta pioneers to help slice through these assumptions and get to the robotify.me that you want.
At the same time, we’d like to experiment with a slightly altered way of communicating – so for the 50s radio-style version of the Robotify story, just slip on some headphones and click play.
Hang on. You said something about beta users?
Yes, labs reader. That’s you. We’re making the beta right now – signup at http://signup.robotify.me. If there’s anything you want to see, anything you’ve always wanted to know about your social data, or anything else you think we should look at, let us know below…
19th April 12
Earlier this month we released a nifty little iPhone specific web app for the connected set. While we were off building it, (you see what we did there) we decided to produce some quirky promotional films to support the app’s launch.
We crafted short narratives that extended the comedic tone of the application, and helped explain the usefulness of While You Were Off through a series of possible situations may have kept you offline and away from the glorious Internet. Watch them all on our Youtube Channel.
5th April 12
Makers gunna make…
Anyone familiar with how we run Labs knows we make a concerted effort to learn by making. The thoughts published here and elsewhere, as well as the community’s feedback, often spark ideas that we bring to life internally for no reason other than a love of doing. For us, our curiosity was both in what we did and why we did it the way we did. Today, we’re announcing the latest output of that addiction.
While You Were Off is our venture into developing a mobile specific web application. We created it to learn more about the staged process of creating such an app in an MVP-minded way. It’s especially important because more and more often, applications are running free of the device and powered by cloud services. While You Were Off (#WYWO) embraces this idea as it serves you the content you missed while your phone was offline. It features two feeds: 1) a World Wide Web (WWW) feed that taps into a curated list of APIs that we feel best represent “internet culture” and 2) a personalized Your Wide Web (YWW) feed that runs the same algorithm to display the “most interesting” content from your specific social networks.
Determining the need…
A common feeling most of you are familiar with is the pseudo-anxiety one feels awakening your dormant mobile device after it’s been offline. It’s that “post Airplane Mode tingle” we’ve admitted to one another while traveling together. We all scramble to quickly catch up immediately on email, Instagram, Twitter, and Facebook. We felt a need for a mobile tool to quickly reconnect and get back up to speed with the internet with one click of the WYWO icon.
So we built it. And what better place to start than the beloved pink While You Were Out corporate memo pad? We even tried to pay homage to its charming name and anachronistic style. The difference is this version of the pad is specifically built for iPhones.
A model to vet native app development…
Native application development can be a costly risk. Although we have no revenue or brand expectations, we see this as an opportunity to explore a model a client may find useful. We saw an opportunity to use modern web application development as a way of vetting an application’s value by putting it in the audience’s hands first. This method allows us to test in the wild.
We can optimize the experience based on consumer behavior and use that data to inform a future build, be it further web app development (including an Android version), or an eventual native app. We’ve focused on building this simple application in a way that lets us easily track performance and usage to bring about the natural parallel behaviors between web & native apps.
Pull out your iPhone and point it to http://wywo.me to give it a whirl. Once you play with it, we would love your feedback on what you like, how we can make it better, and how you are using it. Use the comments below to send us your thoughts. Thanks.
May 1st 2012, #wywo claims the Mobile Site of The Day @FWA
29th March 12
Posted in BBH
Every now and again, we get the chance to stop and draw breath, to reflect a little. Today is BBH’s 30th birthday and, to mark the moment, Nigel Bogle wrote to everyone who works here. It’s a personal perspective on the story of BBH, sure, but in reading it, it struck us this might be something of value beyond these four walls. A celebration of – and provocation to – our industry, not just this agency.We hope you enjoy it.http://www.vimeo.com/39397525Hi Everyone,
Today BBH is 30 years old. Happy birthday to one and all.
As this day approached I found myself reflecting on what the last 30 years has taught us about running an advertising agency. We have learned a lot, obviously. Thirty years is a long time. A lot about the importance of attracting and developing the best people, creating the right environment, having clear beliefs and values. But for me, above all else we have learned one simple thing:
It’s all about the work. Or, as John puts it: ‘All roads lead to the work.’
I know this is a blindingly obvious thing to say. An advertising agency’s reason to be is to produce work. But the fact remains that when we singlemindedly put the quality of our work above anything else, then everything else falls into place. And when we say it’s all about the work, we are talking about the relentless pursuit of creative excellence. Game changing creativity that has the power to change the fortunes of brands and businesses. Ideas that break out of the confines of their category and enter popular culture.
That is not easy to do. It not only requires talent, it requires trust. It is harder in some categories than in others. It requires an environment that inspires trust in the clients who entrust their brand communication to us. That is a responsibility every one of us shares, not just those directly involved in the creation of our product. It is why I have said many times that all of us are involved in the work. The way a client is greeted on entering the building, the efficiency with which we handle their financial affairs, even the quality of a cup of coffee, these things all help to create the environment where we can be the best we can be and our clients will trust us to take the calculated risks we need to take.
Over the last 30 years we have been more consistent than many of our competitors both here in London and across our network. But on closer inspection you will see that we have had our ups and downs. The quality of our creative work has not always been top drawer by the high standards we judge ourselves against. And, reflecting upon the reasons for that, more often that not it has been because we got distracted. By obsessing about new ways of working, shipping in armies of consultants, (one of my bigger mistakes) too much introspection, coping with growth, dotcom madness, whatever. All well intentioned, but in their pursuit we took our eye off the ball that matters most and our product quality dropped. And then our confidence drops too and that is not good because the thing that you put in the fuel tank of an agency is confidence. And as the doubt creeps in you can start to question your belief.
BBH was built upon a set of beliefs, many of which others did not believe in. 20 plus years of no creative pitching, a policy the Financial Times called “suicidal.” The belief that we could build a strong global network that competed with the big boys, with a tiny number of offices. A holding company chief said “not in my lifetime” when I told him years ago that was our vision. He’s still alive.
We have chosen to zag while the world zigs. We have nailed our colours to our first belief, “The Power of Creativity and the Primacy of the Idea”. It is not easy being BBH. We have chosen a demanding path. A path that relies on confidence and self belief. And we have learned from those ups and downs that nothing reconfirms belief and builds confidence better than doing great work. Hence the lesson we have learned above all others. It’s all about the work.
Consider BBH London’s work for The Guardian. (And I could reference many other fine examples of BBH work over the years). A brilliant piece of communication, rooted in a fundamental truth about the brand, created by a team of talented people working with a visionary client. It has spread like wildfire and the concept of open journalism is being talked about from here to Australia. It has become news in its own right and entered popular culture. It is game changing.
But with all that come other good things. People want to know who created the film. People want to share it. Most people love it. Some hate it. That’s okay. Many of our clients admire it. It increases the interest people have in working at BBH anywhere in the world. It puts a spring in our step. It makes us proud. It makes us confident. It reaffirms our belief in ourselves. It makes the phone ring with calls from prospects wanting to meet us. And, perhaps most importantly, it inspires us to try even harder in all we do to reach for that level of excellence. So many other things fall into place when all we do is focus on the work.
Thirty years. One simple lesson. Running an advertising agency is a very simple business that on occasions we can make complicated. As long as we remember all roads lead to the work then the next 30 years can be even better than the first 30.
There is one other very important lesson that John, John and I learned before we started BBH. You cannot create a great agency or do great work without great people, working well together. We have been privileged over the last thirty years to have brilliant people join us all over the world and in many cases build their careers with us. Everything we have achieved as a business is down to all of them and all of you. Thank you to every single one of you for making BBH the very special company it is today.
All the best.
TagsAdvertising BBH Barn creativity crowdsourcing design google guest innovation Jim Carroll mobile participation social media storytelling SxSW twitter
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