Ged Carroll

Category: ideas | 想法 | 생각 | 考える

Ideas were at the at the heart of why I started this blog. One of the first posts that I wrote there being a sweet spot in the complexity of products based on the ideas of Dan Greer. I wrote about the first online election fought by Howard Dean, which now looks like a precursor to the Obama and Trump presidential bids.

I articulated a belief I still have in the benefits of USB thumb drives as the Thumb Drive Gospel. The odd rant about IT, a reflection on the power of loose social networks, thoughts on internet freedom – an idea that that I have come back to touch on numerous times over the years as the online environment has changed.

Many of the ideas that I discussed came from books like Kim and Mauborgne’s Blue Ocean Strategy.

I was able to provide an insider perspective on Brad Garlinghouse’s infamous Peanut Butter-gate debacle. It says a lot about the lack of leadership that Garlinghouse didn’t get fired for what was a power play. Garlinghouse has gone on to become CEO of Ripple.

I built on initial thoughts by Stephen Davies on the intersection between online and public relations with a particular focus on definition to try and come up with unifying ideas.

Or why thought leadership is a less useful idea than demonstrating authority of a particular subject.

I touched on various retailing ideas including the massive expansion in private label products with grades of ‘premiumness’.

I’ve also spent a good deal of time thinking about the role of technology to separate us from the hoi polloi. But this was about active choice rather than an algorithmic filter bubble.

 

  • Evolution of search

    Danny Sullivan did a talk a few years ago on the evolution of search, it’s worthwhile taking 9 minutes out as he plots it:

    Library/librarian – whilst web search has become ubiquitous there are still people graduating from library studies courses. The role of librarian still brings a lot to the table

    The electronic catalogue for library augmented the work of librarians and allowed library users to do at least some searches themselves

    LexisNexis database – proprietary business databases augmented the work of lawyers and financiers

    Yahoo! – created a curated guide to the nascent web. It started off as a list of links and then got categorised over time. It is surprising how long the Yahoo! directory lasted for into the age of search.

    WebCrawler – automated the process of finding websites and exploring their content which then opens up the door for modern search as we know it.

    Modern search engine progress can be seen as the rapid transition between pre-eminent engines in a relatively short time.  You also saw specialist tech companies like Inktomi sell web search hardware upon which media companies built their services. Yes, Google built the pre-eminent search engine, but it wouldn’t have been possible to keep going if others hadn’t come up with the crucial pieces of the online search advertising model. That’s why you see a transition from InfoSeek > AltaVista > Ask Jeeves > Google in the evolution of search. More posts on Google here.

  • WeChat payments + more things

    WeChat payments and wallet function brought to the international version of WeChat with its last version update, but I only noticed it this week. Does this mean that WeChat is now putting all the pieces in place before they get serious about an international market push? They are already trying to get foreign credit card merchants on board accepting WeChat payments to  provide extra convenience for Chinese consumers travelling abroad.
    WeChat wallet now for louwai
    TfL brought back its experiment for having people stand on both sides of the escalators. For those of us who live in London this is quite a change to our usual routine. We are used to standing on the right or moving along the escalator on the left. It caught me out the first time that I visited London.

    But TfL research found that you net out moving people more efficiently by encouraging everyone to stand. This allows a ‘denser’ escalator and better times clearing people off platforms.
    Stand on both sides - people living outside London won't realise what a paradigm shift this is
    A comparable shift would be say, New Yorkers suddenly becoming unfailingly polite and accommodating. I do quite like the ‘blue pill’ footprints that TfL use for signage on the escalators.

    Japanese producer TOYOMU reimagined Kanye West’s The Life of Pablo based on reviews and a list of the samples used. Japan hasn’t embraced streaming music unlike western lemmings music buyers. I think what he came up with is far better, see for yourself.

    Forthcoming Russian superhero film Guardians looks even more intense than the Night Watch and Day Watch films. Apparently the bear packs a chain cannon a la Jesse Venture in Predator.

    Luxxury releases Greg Wilson remixes of the their track on yellow vinyl, have a preview of it here. I am a huge fan of Luxxury and the lush nu-disco products that he manages to come up with.  More Luxxury sounds here.

  • IBM guilty + more news

    IBM guilty of age discrimination

    I, Cringely Is IBM guilty of age discrimination? – Part two – I, Cringely – this could get very interesting, IBM guilty in a court of law would pose a wide range of problems from a political and regulatory point-of-view. There will also be issues in terms of skillsets for looking after large legacy systems. More on IBM here.

    Consumer behaviour

    Has Desktop Internet Use Peaked? – WSJ – Data from the research company indicate overall time spent online in the U.S. from desktop devices—which include laptop computers—has fallen for the past four months, on a year-over-year basis. It dipped 9.3% in December 2015, 7.6% in January, 2% in February and 6% in March (paywall)

    Culture

    A Japanese guy remade The Life of Pablo without hearing it | Dazed – I think its better than the real thing

    Media

    Copyright fight club – POLITICO – Hollywood in one corner, internet companies in the other

    6 Reasons BuzzFeed’s Revenue Miss Is OMG! – BuzzFeed’s supposed to be the media company that holds the answer to the media business’s future in a post-banner world

    Online

    UC Davis pepper spray: PHOTOS – Business Insider – interesting case study of online PR clean-up that didn’t quite work out

    Rocket Internet Vows to Limit Losses After 2015 Cash Burn | BoF – just wow

    企鹅智酷 | Tencent Penguin Intelligence – great online research resource in Chinese

    The CIA Is Investing in Firms That Mine Your Tweets and Instagram Photos – (paywall)

    Security

    FBI hasn’t learned anything from unlocked San Bernardino iPhone, says report – CNET – quelle surprise, I can’t even believe that this is news

    Daring Fireball: Motherboard: How Canadian Police Intercept and Read Encrypted BlackBerry Messages – basically if you aren’t running your own Business Enterprise Server, your BlackBerry messages and email are up for grabs. If the police have the key you can bet other people can get their hands on it as well – a la the criminal record database access that is acquired by private investigators through nefarious means

    Web of no web

    Why New York Subway Lines Are Missing Countdown Clocks – The Atlantic – if you look at the lifespan of the equipment deployed, how would Intenet of Heavier Things last as long?

    The return of the QR code? | The Digerati – the QRcode never really went away, what is interesting is how Facebook has gone for something proprietary in its code design for Messenger

  • Integrated agency wins

    I started thinking about integrated agency wins when I read that Asda appointed Publicis after a short pitch process this week.
    ASDA
    What was notable about the win was that it covered both creative and media briefs. Notable enough to become a conversation topic when I met up with industry friends for coffee. Integrated wins are not that common.

    WPP has managed to win global single agency accounts:

    • Ford Motor Company
    • HSBC
    • Colgate-Palmolive
    • News International
    • Bank of America
    • Miller Coors
    • Ford Motor Company
    • Mazda
    • Huawei

    Then there was Enfatico for Dell.  Enfatico struggled with personnel changes at the client and client culture.

    The Publicis deal is is more modest in one respect, it only affects Walmart’s UK business, but is still £95m.

    On the face of it, integrated appointments have a lot to offer, so why aren’t they more common?

    Let’s first look at the pros of an arrangement:

    • Better chance of not getting silo-ed thinking from the agency. Both creative and media can be part of the ideation process. One of the big parts of WPP’s early success was a focus on media investment management. This broke the symbiotic creative relationship between media and creative. It worked well for a number of years, but with integrated agency wins, the pendulum seems to be swinging back the other way
    • New ways of audience targeting as part of the creative process. The concern is the combined profitability of the account. Rather than a focus on media profitability

    Barriers to adoption:

    • Current contractual timings don’t allow for pitching media and creative business together. It seems so obvious, but there may not be a convenient break clause in place
    • Pitches are often driven by procurement teams; who look at better value in continuity, rather than a more holistic approach

    Weakness of a combined media and creative agency arrangement:

    • The marketing group may not have strength in all areas. I worked for a large marketing group which held the global account of an FMCG company. Despite being part of a global marketing group, we couldn’t execute in two markets for the client. This affected the social media marketing work we did for them and they weren’t happy
    • Dependent on the marketing team, they may not want to work with a media agency that:
      • Operates an arbitrage model. Having bought the ad space from the media, they then sell it on to clients with targeting data
      • Operates a model that isn’t media neutral to meet wider internal goals
    • Clients often think of the arrangement only as a way of cost reduction

    There are also weaknesses with the single client agency model as WPP has done it:

    • Set-up costs are usually shared across clients, but where there is dedicated infrastructure. This cost will have to be borne by the client, upfront or salted in the fees
    • From a client perspective there is moral pressure to maintain the agency relationship. This complicates the client’s ability to ensure cost-competitive rates
    • Less opportunities to cross-pollinate ideas across categories. This is because the agency is focused on one client only

    While Asda have taken an interesting first step, hiring an integrated offering. The hard work is only now starting:

    • Putting in place the right working practices client and agency-side
    • Changing the creative process to take advantage of integration
    • Have a proven positive effect on Asda’s sales figures in the face of competition from Lidl and Aldi

    More posts on WPP here, and Publicis here.

    More information
    Asda hands £95m media and creative to Publicis Groupe in double coup | Marketing Magazine
    WPP Folds Ill-Fated Dell Agency Enfatico Into Y&R Brands | Advertising Age

  • Facebook Live + more things

    Facebook live

    A Facebook live streaming service (a la U-Stream and YouTube) was newly launched this week. You can stream on your page or in-group. There is a map to discover streams going on in realtime. I already  found one seminar by Nu-Skin a multi-level marketer of wellness and beauty products in Hong Kong as an example of where Facebook Live was being used from a commercial perspective.

    The Stanton Warriors embraced the new Facebook live streaming service to promote further fan interaction whilst they were in the studio. It will be interesting to see the best and worst that brands do with this medium. From a piracy point-of-view I would imagine that it is likely to be used for streaming live sports coverage – expect the Premier League to be very unhappy.

    RUN and RUN

    Not exactly the same sound but J-Pop act lyrical school’s debut track RUN and RUN has a really clever smartphone optimised video with amazing breaks of the fourth wall.

    UPDATE: Our James pointed me in the direction of an even better link for the RUN and RUN video on Vimeo that I hope works here

    RUN and RUN / lyrical school 【MV for Smartphone】 from RUNandRUN_lyrisch on Vimeo.

    If you can’t see anything point your browser here.

    Godzilla

    Japan’s king of all monsters, Godzilla returns from chilling out on Monster Island for his 31st outing in the Japanese cinema. This new trailer is interesting as the visuals evoke Fukushima Daiichi  nuclear disaster and the Great Tohoku Earthquake of 2011. Check out the Cloverfield-esque shots in the 30 second trailer below. There is a longer trailer where Godzilla appears fully in shot leaving no mystery to how bad ass he is this time. This means that the film is likely to go beyond his usual mayhem and might touch on contemporary issues.

    Vintage CGI

    Last, but not least; a vintage show reel by 1980s CGI shop MAGI Synthavision in its full neon wireframe magnificence and southern country rock soundtrack. More similar visual stuff here.