Posts Tagged ‘BBH’
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Social Media Week panel ‘Who owns this sh#t anyway’
28th February 12
Posted in social media
Author: Sarah Watson, Chief Strategy Officer BBH NY @SarahmwatsonWe had lots of fun last week preparing for my NY Social Media Week panel ‘Who owns this sh#t anyway’. View the archived live-stream here.
The panel gathered individuals from digital, PR, creative and client organisations to discuss the inside scoop on how social media is actually being handled. For me, it was a great moment to take stock with BBH buddies old and new to think about how really, in our heart of hearts, our particular skills and values can help our clients’ brands in this area.
For starters, it was easy to observe how incredibly inefficient the whole system is at the moment. Clients routinely find themselves with 12 different Facebook/Twitter pages, run by different people, doing different things. Agencies which could be fruitfully collaborating are pitted against one another (by design or by default) in an exhausting land-grab. There are pockets of customer service, pockets of CRM, and pockets of brand engagement; often, each with a different client, budget and objectives.
The concerns of my co-panellists were those of industrial-strength Social Media; they had to listen like their lives depended on it – because they did. They had to be in constant command of everything going on out in the community and constantly responding proportionately.
We creative agencies have had our fingers burned in the past by vaingloriously striding out into this fray and getting it wrong. Others have too, for that matter, but our hubris (alas) probably marks us out. So, we have re-shaped ourselves incorporating brilliant people who will make sure we don’t do this again.
But, really, the big gaping hole which emerged is that no one is approaching this entire thing brand first. The ever changing list of new social channels that spring up and flourish, each with its own set of values, behaviors and tone must be understood and used appropriately – but these are simply new lenses through which to view a brand. The more lenses, the more rich and nuanced an understanding of the brand is required.
What makes us creative agencies different is that we look inside first (great phrase, Sam Jesse). We don’t work in red-hot real-time response mode; we might do sometimes, but its not our fundamental default mode. Our centre of gravity lies with caring neurotically about a brand’s mortal soul. Our units of measurement are ultimately the muscularity of the overall brand and how we can flex it to our clients’ advantage when required.
So – what did the panel conclude re: who, indeed ‘owns this sh#t’? My personal shot was that the role for creative agencies is as the ‘priest hood of the mortal soul of the brand’. In our rush to barricade the land-grab we mustn’t forget that we need to think even more deeply about the powerful, differentiated brand stuff which is going to be so much more exposed than ever before. We also need to take the total holistic view which helps shape the overall ‘flow’ (thank you Jason G) of a brand’s body language and what it means for our coms plan.
In short, look to your mortal (brand) souls; there are nasty algorithms out there, bored consumers and social media overload; if you don’t know truly who you are and why you’re relevant – you’re going straight to social media hell.
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Breaking A Sweat For Japan
14th April 11
Image credit: Dom Grant & Zak Razvi (@zakrazzle)
From 12pm GMT today, BBH’s global run/row/cycle-a-thon goes LIVE, streaming from all six BBH offices simultaneously for 24 hours straight. You can watch it happen via the webcams on the site. Please show your support by donating here, tweet #bbh4japan or leave a message for everyone breaking a sweat here. All donations, no matter how small, will help the charity we’ve chosen to support, ShelterBox.org, deliver emergency temporary housing, warmth and dignity to Japanese families who have lost everything after the devastating earthquake and tsunami.
A whole host of people around the world in BBH offices got this up and running.. you know who you are. We also caught up with Dom Grant and Zak Razvi at BBH London who designed the art work to promote the event:
“We wanted to create a powerful image that worked on more than just one level. Using the iconic design of the Japanese flag, we replaced the red circle with a textured heart graphic. We then used the shape of Japan as a crack to depict a broken heart. We hope the image encapsulates our love and respect for the people of Japan.”
Please give generously. A big thank you for your support, from everyone here and at Shelterbox.org.
******AN UPDATE, 21.04.11******
As of this morning, we’re happy to report a whopping £27, 110 has been raised! Thank you to EVERYONE who donated and supported the effort.
Here are some shots from Japan sent to us by Shelterbox today:
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Google Chrome – Behind The Scenes
17th December 09
Posted in creativity
We’re super proud of the new work we’ve just created for Google in Europe, for the Chrome browser. If you haven’t seen it, take a look below. Hope you enjoy it.
We took Google’s ingenuity & innovation as inspiration in developing the idea for seven short films (& an intro), demonstrating the benefits of Google Chrome. Every creation is built by hand, filmed in camera, with no special effects added. Even the music where Jacqui, the harpist, is playing is live on set. As it should always be with Google, the product is the hero. We celebrate the Chrome product, but we hope in a “Googley” way.
The films work as a longer single film of around 4 minutes, where the 8 films are merged together. We’ve designed annotations into the experience on YouTube; these are effectively hyperlinks to other films embedded into the film itself – like roll-over hotspots with links behind them. We hope this makes YouTube even more interactive. The transition device between films (the ‘notice board’) is based on annotations.
The project was especially fun from a collaboration point of view. BBH New York, BBH London & the team at Glue London worked super closely together with the Google team on the development of the strategy, creative and media. The Director was Aaron Duffy and the production company were 1st Avenue Machine in New York.
Here’s a peek into the production process where you can see a little of the intensity and excitement that results when you gather a bunch of geeks, designers, artists and a harpist together in a small studio. The knitted props were actually knitted by the Director, pretty much there and then.
A lot of people worked very hard during an intense but awesome process. The Google clients (based in London) were very much part of our team too. It was fun. I hope that shows.
Here are a few photographs we took on set.
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