Posts Tagged ‘BBH Labs’
23rd April 13
Posted in Creativityforgood
Today you might notice we have added something new to the blog. A tiny little detail that has the ability to make a much larger impact.
At the bottom of this post and in fact at the bottom of every post, you will find the newly added CentUp button. If you remember we first spoke to Len Kendall about CentUp in an post earlier this year. CentUp encourages us all to donate to content creators and charities at the click of a button.
In short CentUp is here to help make the Internet a better place. So, if you are reading something you like here and you appreciate the content we provide, consider giving the CentUp button a click, and make a change for good. CentUp is in beta at the moment, but BBH Labs readers can request a fast-track invitation by clicking on this link. And lastly, all proceeds from CentUp donations on this blog will benefit charities that are dear to our hearts.
21st December 12
Posted in BBH Labs
Since the days of yore , according to a tradition the origin of which has been long forgotten [Ben Malbon started it] we’ve used the last post of the year to look back over the previous 12 months of bloggery, not in a spirit of wistful nostalgia but in a spirit of enquiry. We look to see what our preoccupations were, what topics or technologies regularly bubbled to the the surface, what themes emerged from what has, like all the other years, been a hectic hurtle down the marketing superhighway.
This is also an opportunity for us to say thank you – for reading, for commenting, for debating, for sharing, for writing on our blog and letting us write on yours. This blog isn’t our personal journalling site – openness and transparency are key Labs’ tenets – and every contribution you all make adds value, helping all of us think harder and smarter. Gracias.
So below, in no particular order are the posts that to us seem to represent nodes of thinking or at the very least, nodes of writing activity. In an astonishing breach of protocol, this year we’re going to present them by theme – enjoy, comment, disagree and share, and see you in 2013.
Mel, Jeremy, Saneel, Tim and Griffin
The uproar regarding the changes to Instagram’s Terms of Service – and continued debate about how web services treat users and the content they upload – demonstrates that discussions about openness and control are only going to get more empassioned as more users are exposed to the fact that, if they’re not paying for a service, they are the product being sold. Openness has featured regularly in Labs posts, and we debated this subject with some vigour at SXSW in our SkyNet Vs Mad Max talk, co-authored with our friend Tom Uglow (at Google Creative Lab, Sydney). Clients are also appreciating that openness can be as much of an asset as a quality – The Guardian making it the key reason to believe in the award winning Three Little Pigs. And James Mitchell used this blog to consider ‘truthiness‘ in marketing, the tightrope joining reality and hyperbole that we walk whenever we try to tell a story about a brand. As James writes, balance is not always easy to maintain.
In the year that BBH turned 30 it’s perhaps not surprising that emphasising difference, subverting the norm and, yes, zagging, have been undercurrents on the blog. BBH Asia Pacific Chairman Chas Wrigley (together with Wieden & Kennedy’s Rob Campbell) offered a series of provocations and debunked some flawed notions in their ‘Everything we Know is Wrong‘ presentation – we were particularly struck with their observations on West knowing best. Then, in a series of posts entitled ‘Advertising is Dead: Long Live Advertising‘ Mel made a few predictions about where advertising might be headed over the next 8 years. Check back in 2020 to see how she did. Subversion also produced some startling work this year as highlighted in this smart piece of engagement thinking for Refuge, the domestic abuse charity. Expecting to see the latest installment of her hugely popular make-up video tutorial, Lauren Luke’s audience were instead shown advice on how to cover up the signs of domestic violence – massive impact created through subversion of expectation, a brave performance and a riveting piece of film.
Great to see experiments coming from around the globe this year. The BBH Barn team in Singapore tackled social media overload with their Social Rehab programme and kit while in New York the Labs team created While You Were Off, a service which kept track of the all important updates that you might miss during those darned inconvenient minutes or hours of Internet downtime. More seriously (and controversially), SXSW saw the launch of Homeless Hotspots, an experimental programme in partnership with a large Austin homeless shelter to see whether street newspaper vending could be updated to be more digitally focussed. After an admittedly rocky start it’s great to see how the issues that the experiment raised might lead to some transformative change as we follow our ongoing attempt to drive innovation for Street Newspapers across the globe.
It’s always a pleasure to get a note from BBH London Chairman Jim Carroll with a new draft post in it and in a particularly rich year for Jim’s elegant reflections it has been hard to shortlist a selection for this round-up. But if you don’t have time to go back and read them all here are a couple we particularly loved. In Laughing Together, Weeping Alone Jim suggests that we underestimate introverts at our peril – in a world that can’t stop talking (and sharing), perhaps its the unspoken, unshared feelings that are most true. In Swimming in the Shallow End Jim raises a toast to modest ambitions, incidental victories and frivolity – not every brand should aspire to sup with sages and kings. Lastly, in this farewell post, Labs’ strategist James Mitchell neatly articulated what for him (and many of us) BBH Labs offers - a place to wander, discover and build.
And so we end this round-up, with Robots. For us, as for Brad Pitt and Chanel No 5, it was inevitable. First announced in April, Robotify.me was finally birthed this month. We’ve learned a lot on the way – about process, about MVP, about delivering (yes, ‘shipping is everything’), about APIs, about facets of our social media activity that we were not aware of previously. We continue to learn from the excellent feedback we’re receiving and will continue to evolve Robotify.me in the new year. But if there’s one conclusion that we can draw from the experiment so far it is this: you can learn through listening, you can learn from sharing, you can learn from reading, but there’s no learning like the learning you get from doing.
See you all again in 2013.
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…
21st December 11
Posted in BBH Labs
“The past went that-a-way … We look at the present through a rear view mirror. We march backwards into the future.” – Marshall McLuhan
Predictions are a mug’s game. In these uncertain times you won’t find us sticking our heads above the futurology parapet and making some rash pronouncements on the coming this or the tomorrow of that. Instead, at this time of the year, we like to approach the future with a longing gaze in the rear view mirror and a look back at the last 12 months of postings on this blog – 81 of them in all from 35 contributors.
As in previous years, below you’ll find ten of our favourite posts from 2011 – the ones that have provoked us in the learning and writing and our generous readers in the comments. But our self-analysis has also uncovered buried themes, some revisited, others newer, which marked our 2011 and perhaps set a tone for the year to come.
Storytelling and new forms of narrative have always been of interest to us in Labs, but this year we’ve added the growing attention paid to, er, attention to the mix with a couple of guest posts on connected TV and further exploration into storytelling with our Fray Cafe-esque TaleTorrent event for Internet Week. For many, all around the world, 2011 has been a year of grassroot activism and whilst occupying Kingly Street and 32 Avenue of the Americas is our day job, sustainable marketing and creativity for good have also bubbled up as pervasive themes in a number of posts this year. And given the tumultus changes happening within our industry, you won’t be surprised to see industry innovation and reinvention well represented as another theme below. Perhaps more than any other year since Labs was founded in 2008, this has been a year of rolling up sleeves and putting theory into practice.
It might seem that 2011 has not been a stellar year in terms of innovation in the broader technology industry. While our Facebook experience has been timelined, our Googling plussed and our questions quora-ed, the space shuttle programme has come to a close, the Higgs Boson remains elusive and so perhaps we shouldn’t be too surprised that this year also saw a number of more reflective rather than reactive posts. BBH London Chairman Jim Carroll set the tone for a theme we’re calling ‘Think While you Make’, with a lovely series of elegiac posts on sleep, ennui and nocturnally abnormal wildlife.
So while we recover over the holidays we look forward to much more thinking and making, talking and doing in 2012. As always we are are astonished by the generosity of everyone who writes for, reads, shares or comments on the blog. It’s been an amazing year. Thanks for taking part, thanks for letting us in and thank you for everything you’ve taught us this year.
We’re already looking forward to the start of the Spring term – see you back at school in the new year.
Mel, Jeremy & Saneel
So, finally, Labs top 10 for ‘11, in mostly chronological order.
Some setting out of the stall in this post which encouraged us to find a balance between action and reflection, to not have too many tabs open at once, and occassionally to leave things alone for a while to let them ripen at their own pace.
It might be a small cheat to bundle these two great posts together in a top ten, but as a pair they make a strong argument for more evolved thinking when it comes to creativity, collaboration and consumption. When audiences are willing to participate in branded activities and business see the benefit of a more transparent and collaborative model, co-creation and collaborative consumption are surely pivotal to the ongoing success of any forward facing brand.
A fascinating guest post from Google’s David Bryant on the convergence of computer and human operating systems and the increasing adoption of intuitive physical interactions that provoke a more instinctive than reasoned response.
Provoked by a couple of posts on the need (or not) for agencies to employ Chief Innovation Officers this post looks at how to be an innovation unit and what the wider agency can and should demand of those it employs to push the envelope and live on the edge.
‘No one works for a Creative Director. Everyone works for the idea. The idea hires us and we go to work.’ The most popular post of the year from BBH LA’s ECD Pelle Sjoenell on the role of the Creative Director as politician, farmer and assassin.
For Labs, meeting Amber Case and learning about Geoloqi, the location sharing startup she is developing with Aaron Parecki, was one of the highlights of SXSW. We’re already looking forward to seeing her keynote in 2012 and catching up with the great concentration of smart people that SXSW attracts. Come and say hello if you’re there.
To mark the launch of Sir John Hegarty’s book, we asked him a series of questions which he answered with a series of sketches, an appropriately witty, incisive and ‘different’ interview celebrating an iconic advertising career.
At Labs we celebrate the hybrid, but in this post recognize that a team of hybrids might lack the depth in specific disciplines, might spend too much time agreeing with each other and might only be appropriate to crack certain tasks. As Ben points out in the comments, it’s important for a jack of all trades to be a master of some!
A consideration for a new thinking about what an agency can be, should be and could do as we approach ‘marketing singularity’, the moment the message becomes indistinguishable from the product or service it promotes. Instead of codifying an agency operating system around functions and outputs, we suggest that an agency of the future needs an OS rooted in a culture of collaboration, experimentation and transparency.
Lastly, in a year when social media has been both blamed for fuelling the London riots and praised for fuelling the Arab Spring, we can’t have a top ten list without acknowledging the Keep Aaron Cutting project. Thanks to the generosity (there’s that word again) of all the BBH blog and twitter stream readers who used social media to spread the word about an 89-year-old barber from North London who might have lost everything, Aaron’s shop is well on the way to being rebuilt and a nice old guy has had his faith in young people and in technology restored.
More of this next year, please.
4th November 11
Posted in Events
Author: James Mitchell (@jamescmitchell), Strategist, BBH Labs
Preparations for our night of storytelling for Internet Week Europe are almost complete. And with less than a week to go until Thursday the 10th, we thought we’d share a little preview info of some of our speakers. Tales will include…
It’s looking to be a lot of fun. It looks like we’re at capacity, with a heavy waitlist – but there is still one way to get in. We’ve still got space for a few micro-stories: that is, tales of five minutes instead of ten. So, if you have any internet incidents that you think might amuse and enthrall and you want to come, drop me an email at firstname.lastname@example.org in the next few days.
And if you just can’t make it but want to tune in, watch this space – we’ll try to get a stream up and running on the night, right here.
24th October 11
Posted in culture
We regularly fear living in an echo chamber (this is especially true for us because our blog serves as a feedback forum from regular participants, even if many of the inputs driving its content originate from industries unrelated to marketing). In fact, the foolish, mutual reassurance of ad folks is one of the most common criticisms of our industry. But recently a study came out that got me to reexamine the so-called echo chamber.
The report was authored by Sinan Aral (NYU, Stern School of Business) and Marshall Van Alstyne (Boston University, School of Management) and ran in the American Journal of Sociology. It can be downloaded here.
The historical thinking around how one gets new, diverse information via their networks has placed a tremendous amount of emphasis on “weak ties,” those people you don’t know very well and don’t speak to very often. The most often cited study in this work is by Mark Granovetter and was done in 1973, before the invention of the web and digital social networks. Letting an outdated study drive our thinking in this space is an issue, as it assumes technology is simply facilitating what was previously true about relationships, rather than evolving it.
What’s more modern and practical about Aral and Van Alstyne’s study is that it accounts for bandwidth. In a world of unprecedented connectivity and content generation, the format of information shared (say 140 characters of text) and the frequency with which it’s consumed have to be accounted for. It seems ridiculous this day and age to think the depth of my relationship with people is the determining factor of getting new information from them. Aral and Van Alstyne ask a more contemporary question than simply where new information comes from. They ask “where does one find the most novel information per unit time?” In other words, they’re accounting for bandwidth. You talk to closer ties more often and distant ties less often, a critical issue neglected in the previous thinking about the value of weak ties. Bandwidth is simply too important a factor to ignore in a world where contact across miles, economic classes, and belief systems is easier than ever—especially when said contact is frequently asynchronous.
Aral and Van Alstyne also discuss a point about strong ties I found interesting: those who know you well know what type of information is novel for you. That’s a filtering mechanism we know most readers of this blog employ regularly (just glance at how community members caveat and source what they share back to us as the managers of the blog).
This natural filtering is what’s really the heart of the matter because it addresses homophily (the idea that we surround ourselves with like-minded people, or more colloquially, “birds of a feather flock together”). People who think like us, seek out our blog. We do the same, following twitter accounts, listening to speakers, taking meetings with those we think are similar to us. Thus, the echo chamber, right? We all just tell each other what we want to hear, limiting our new thinking.
Wait a minute. As someone who has a core job responsibility of innovation (i.e., “the introduction of something new”—in this case to BBH), I should fear an echo chamber more than anyone. Instead, I’ve found this supposed echo chamber is inhabited by people that are my most efficient means of learning something new. When I find time to be in the stream, I’m inundated with novel information. That’s partially because I’m forced to filter people based on how frequently I expect to be engaged (“I want to hear anything she says, but she says so much I have to tune her out”—efficiency decisions relating to bandwidth). Simultaneously, the very people I choose to listen to are filtering for people like them (or should I say “us”?), wanting to avoid saying something they can only assume I know—otherwise I may just have to filter them.
It may be an echo chamber. But at its core is a virtuous circle.
19th October 11
Posted in Events
Author: James Mitchell (@jamescmitchell), Strategist, BBH London & BBH Labs
In the main, Internet Week Europe is about making better use of the internet, from bringing out the amateur behaviourist in all of us to trying to master its very nuts and bolts. And BBH Labs has been no exception: last year, we got together with google for the binary bootcamp that was Coding For Dummies.
But while we should strive to do more with the net, it’s already done much for us to celebrate. The much-feted promise of connection that was heralded in 1990 has come true for us all, whether through Facebook, Twitter or a dodgy backroom BBS. And while it’s easy to talk about the macro impact cases, from Libya to London, the personal stories often remain just that: personal.
So as part of IWE’ 11, on Thursday 10th November, join us at BBH from 7 for TaleTorrent: a night of true stories about the internet. It’s a conference, a campfire, a confessional. Eight storytellers will take ten minutes to tell us something.
There are two ways to get involved. One: come along by grabbing a ticket on our Eventbrite page.
Two: we are still looking for a couple of people to tell their stories – it could be five minutes, it could be fifteen – in our little gathering. Funny, sad, uplifiting, anything you like. If you’d like to share with us, get in touch with me at email@example.com.