Posts Tagged ‘Tom Uglow’
19th March 12
Posted in sxsw
Thanks to everyone who came to our talk at SXSWi last week. For anyone interested, you can find our slides and our speech below (we talk fast, so there’s plenty of it!) and please check out #sxbattle on Twitter to follow the commentary on the day. As the hashtag suggests, we pitched the benefits of two alternate futures as a battle, along the way inviting the audience to vote for the one they thought most likely to become a reality. We had a lot of fun doing it, thanks again to everyone who joined us.
Let’s start by stating the obvious, a disclaimer if you will.
We’re not really here to talk about Skynet and Mad Max. They’re both works of fiction, each film set after an apocalyptic event. We thought about trying to re-title this talk – “how an apocalypse might affect your business…” but we settled for this disclaimer instead.
They’re just an analogy. One we’d like to use to tell a story. Everyone in this room is a storyteller, it’s what we do. We tell stories to effect results. Here, it’s fair to say, both films paint insanely dystopian, radically different visions of the future, yet they are also classic narratives. Control vs chaos. A totalitarian state vs total anarchy. A closed network vs an open network. Read full post
5th July 11
An edited version of this post was originally published for Fast Company here.
I suspect 2011’s festival may be looked back upon as the year advertising and technology agreed to meet in Cannes and get married on the beach. Sure, previous years have seen tech co attendance (Yahoo! are regulars to the festival) but this year the commitment to one another was unprecedented, visible and visceral.
Unquestionably, the two industries have much still to work out about each other. Nonetheless, the re-branding of that bastion of old school ad cool, Cannes Lions, as a ‘festival of creativity’ this year signalled a broadening mindset. And Facebook’s VP of Global Marketing Solutions, Carolyn Everson, took a big step towards agencies, speaking compellingly about Facebook as a “platform for creativity” and the company’s desire to “stay small and empower agencies.” On the very same day, Eric Schmidt was on stage declaring that “hell has frozen over..we would never have thought there was value [in a Super Bowl ad].. We strongly believe advertising has value.” Importantly, the brand also picked up a pride of Cannes Lions this year, thus proving again that the appreciation flows two ways.
This shared acceptance spilled out beyond the seminar speeches and awards. Having done some early reconnaissance at last year’s Cannes, Google’s Tom Uglow came to the conclusion that “people want decent wifi and fairy lights”. A year later, surveying an array of geeks and ad types happily mingling on the beach at Google’s Creative Sandbox, it’s hard not to agree. The generosity inherent in designing a space like this (masterminded with great care by Google’s Head of Events, Amy Brown) for all comers is laudable, but more than this, the approach said loud and clear that the company values its relationship with the creative community and has something to show them about giving back; about being open, versus closed.
The ubiquitous bottles of Rose lined up on tables along the Croisette may be delightful, but finding uniquely useful, entertaining ways to enhance each other’s experience is a lot more fun and well, different. As John Hegarty’s speech on Friday spelt out, as humans we’re hard-wired to respond to difference (technical term is dishabituation, apparently): in short, “difference wakes us up”.
At Cannes this year, advertising and technology finally woke up to one another, properly and in public. I’m looking forward to 2012.
Google are a client of BBH.