Eat Your Greens is a selection of articles curated by Wiemer Snijders on all things that come up for discussion amongst account planners. Branding, marketing, some home truths about innovation and the value of creative. Much of it recycles the stuff that account planners know from reading Sharp or Field and Binet. In addition there are a few that specifically address diversity, inclusion – but excludes ageism in terms of the ways it talks about these as an issue.
Where’s the value in Eat Your Greens? The answer to that question depends on where you are in your career. As someone who is established in my career, I found it valuable in a few different ways.
Some of the essays from the likes of Phil Graves, Mark Ritson and Ryan Wallman, Rose and Faris Yakob, Byron Sharp and Amy Wilson are strong enough to make Eat Your Greens worthwhile in its own right. For instance here’s some of what Ritson had to say:
“The modern marketer has created an entirely stupid dichotomy between ‘digital communications’ and ‘traditional communications’… There are just tactical tools, and they can only be valued and selected once a target and a position and a strategy are in place. What’s more, it’s clear that most successful campaigns combine multiple channels for optimum success. Most studies suggest that the more channels a campaign includes, the better the ultimate ROI.”
Mark Ritson in Eat Your Greens
Going through the essays allowed me to come up with recommendations of new reading materials referenced in the essays – I have been using it to bulk up my Amazon list.
Essays that I would particularly recommend:
What Ails Marketing by Mark Ritson
Post-Truth Telly by Tess Alps
To Target Or Not To Target, That’s Not The Question by Shann Biglione
Everybody Lies – The Importance of Psychological Validity In Consumer Insight by Phil Graves
The Devaluation of Creativity by Bob Hoffman
Biting The Hand That Feeds Us? Why Advertising’s Love Of Novelty Is Doing Brands A Disservice by Kate Waters
Why Innovation Isn’t As Sexy As Business Books Promise by Costas Papaikonomou
For busy marketers or junior planners, Eat Your Greens is a nice introductory point for a number of issues in marketing, such as the corrosive digitisation of marketing.
I think it fulfils an important role. Particularly for junior planners as many agencies now rely on an army of freelance talent. Eat Your Greens isn’t a substitute for having senior staff developing younger account planning minds on the job. But given the current state of agencies, its probably one of the best options that we have. More book reviews here and my slowly updated bookshelf here.
Burger King King of Stream campaign conducted in conjunction with Ogilvy agency DAVID based in Madrid, Spain. The King of Stream makes sense when you look only at the data. Target young people who do gaming. Presumably there is some group cohesion data or insight that shows a propensity to eat fast food with gaming.
However what would have been an interesting half-formed idea in a brainstorm seems to have had a negative impact in real life. Often what makes sense on Excel isn’t that smart when it meets the real world.
It reminded me of the introduction to Robert X. Cringely’s insiders story of the PC industry, Accidental Empires written in the 1991:
… PCs killed the office typewriter, made most secretaries obsolete, and made it possible for a 27-year-old M.B.A. with a PC, a spreadsheet program, and three pieces of questionable data to talk his bosses into looting the company pension plan and doing a leveraged buy-out.
Spreadsheets and the data models inside them can be extremely powerful business tools and also weapons of mass destruction. And King of Stream seems to be the advertising equivalent.
The use of bot powered donations to Twitch with the donation sizes related to Burger King special deals had an adverse effect on the gaming community on Twitch for a few reasons.
Burger King is a big brand, yet isn’t engaging with the community in a respectful way. It was culturally tone deaf.
This was the bit that surprised me the most given Ogilvy’s reputation around its use of behavioural economics or behavioural science in campaigns. The ‘donations’ are miserly. There is a lot of psychology around the value of donations or gifts. If it really want to engage with the gamers, why not sponsor them?
The execution was intrusive and felt like spam
More on this can be found on the King of Stream by reading this thread here. More on other Burger King campaigns here.
https://youtu.be/236KSswX7v4
Celebrating Hong Kong style milk tea. According to the descriptor on this video is made by the Cui Brothers in Hong Kong; though I suspect it might be carefully edited from other films. It features classic Hong Kong dishes including French toast and pineapple bun with butter.
Indigo Gaming have put together this guide to cyberpunk culture. It is called part one, was done months ago and there doesn’t seem to be a part two yet. Part one of this guide to cyberpunk culture is worthwhile watching on its own.
The best of dance music over the past 30 years or so in a Soundcloud account – The Classic Mix CD Series | Free Listening on SoundCloud – mix CDs were time capsules of what was hot in different clubs at the time. They owe their origins to the mix (cassette) tape packs that club promoters used to sell of their nights. Mixmag took that concept and came up with the first properly licensed recordings.
The original ones were done as one track per DJ mix. At the time CD players would in a space between each track recorded on a CD. Even early versions of iTunes used to do the same thing with both mix CDs and recordings ripped of mix CDs.
At their height, they were an amazing money maker for record labels. They received steady royalty payments from licensing their tracks to appear on these mix CDs. For example Gat Decor, who had a break out single called Passion – appeared on 191 compilations and mix CDs.
Influencer endorsements fail to influence purchase decisions | WARC – Influencer endorsements play only a small role in affecting the purchase decisions of their followers, according to research from influencer endorsements platform Influencer and GlobalWebIndex. In their survey of consumers in the UK and US who follow influencers on social media, just 15% said influencer endorsements motivates them to make a purchase – the tenth most common response. In comparison, more than half of consumers who follow influencers say free delivery (57%) and offers/promotions (52%) would motivate them to make a purchase. – Interesting in light of the high amount of spend put around influencer endorsements by the likes of Unilever personal care and beauty products. Is this a lack of ‘influence’ or being more budget conscious that is the driver? There might need to be a readjustment of charges for influencer endorsements. Also as WARC notes, a long term test is required.
Jailed WeChat User Says Chinese Police Monitor Overseas Accounts Too – Jin Chun, a former big data engineer at Huawei’s Nanjing Research Institute, meanwhile recently told reporters that all Chinese communications companies and internet service providers companies are required to monitor users on behalf of the ruling Chinese Communist Party. Faced with an official request for data, no company will resist, because they would cease to operate, he said. More on China here.
Google giving far-right users’ data to law enforcement, documents reveal | Technology | The Guardian – Saira Hussein, a staff attorney at the Electronic Frontiers Foundation, said in a phone conversation that EFF was concerned about the “vast amounts of user data” Google appeared to be voluntarily passing on to law enforcement, but questioned Google’s goal in doing so. “Are they expecting law enforcement to do something, or is this just a way of covering themselves? Does Google see its responsibility as simply reporting this to law enforcement and moving on?”
New Cold War With China Demands Radical Industrial Rethink for United States – Since March alone, China has threatened to withhold medical equipment from the United States and Europe during the coronavirus pandemic; launched the biggest cyberattack against Australia in the country’s history; hacked U.S. firms to acquire secrets related to the coronavirus vaccine; and engaged in massive disinformation campaigns on a global scale. China even hacked the Vatican. These incidents reflect the power China wields through its control of supply chains and information hardware. They show the peril of ceding control of vast swaths of the world’s manufacturing to a regime that builds at home, and exports abroad, a model of governance that is fundamentally in conflict with American values and democracies everywhere. And they pale in comparison to what China will have the capacity to do as its confrontation with the United States sharpens
Miss M: Guarding the City We Call Home | We Are HKers – Like many of our forefathers, Mainland Chinese flee to Hong Kong and even overseas for obvious reasons.Among the younger students in my school, 80% have Mainland Chinese backgrounds (they are either from China or they speak Mandarin at home). Many treat learning English with disdain and fantasise that China will rule the world in the near future and foreigners will have to learn Mandarin to please the Chinese. This is a tragedy. Their parents send them to Hong Kong to study despite all the hardship, but the kids fail to forego their conservative Chinese mindset. This happens not only in Hong Kong, but also in Canada. The CCP have already gotten their hands on Chinese language newspapers such as Mingpao and Sing Tao Daily. Lennon Walls in Canadian universities are destroyed within days by Mainland Chinese students and their physical attacks on Hong Kong students are common – the degree of population change is quite phenomenal
Why marketers should embrace Share of Search as a metric | WARC – “The SoS calculation itself is simple. Calculate a rolling 12-month average of the various brands to be analysed, including your own. Total this. Divide each individual brand’s 12-month rolling average by the total and turn into a %. This is Share of Search, using Google Trends data.”
The 1999 eclipse, also called millennium eclipse as it would be the last total solar eclipse of the 2oth century popped up recently on the BBC.
For me it was a big online event. Eclipses don’t happen often. The last one in the UK had been some 72 years earlier. I was working in an agency in Covent Garden. It was the middle of the dot com boom. I had a mix of telecoms clients, the usual dot com projects and Palm PDAs as my clients.
I had managed to hand off most techie client; custom chipmaker LSI Logic on to other colleagues.
Delivering results wasn’t a problem for LSI Logic at the time. They were on the cutting edge of games console technology, computer storage and embedded electronics. Digital television was about to take off and LSI Logic had a chipset back then that even supported 8K transmissions. The corresponding displays to support 8K wouldn’t be along for another decade and a half. Its CoreWare library of chip functions based on a MIPS processor was the ARM of its day. But LSI Logic could fabricate the chips as well. The CEO was old school Silicon Valley, having been at Motorola Semiconductor and Fairchild Semiconductor.
The problem was the European operation communications team were very process-orientated, rather than outcome-orientated.
With a few of my clients (RSL COM and Bell Atlantic’s international wireless business); I was allowed to run with remarkable leeway. I got on well with my clients. For the most part, I managed to avoid screwing things up.
Life was hectic, I was constantly tired from a lack of sleep. But overall it was good. I had gained a promotion and was saving for the deposit on my first house. I was sat on the end of a (massive for the time 1Mbit/sec T1 internet connection). Ok, I shared it with other colleagues. But it mean’t pretty reasonable for the time internet connectivity. The IT department allowed me to use FTP overnight and during the weekends to download vintage house mixes. At the time the legendary deephousepage.com site was run by a technician on a university web server, allowing downloads of mixes encoded using Real Media audio format. This was just before MP3 went mainstream.
The 1999 eclipse came along and was to be the first ‘internet’ event that I would experience.
The BBC along with Sky News and ITV devoted their entire morning’s broadcasting to it. As an agency; we didn’t have a TV that I could remember. There was a problem with getting access to an aerial socket given we were on the ground floor of a tower block. Also the landlord wasn’t accommodating as they wanted a higher paying tenant in the office.
Dot com businesses were driving up office rents in a similar way to Chinese hot money driving up central London residential property prices a decade later.
The day of the 1999 eclipse, London was overcast. Just before lunch, colleagues dipped out to watch whatever they could see. I jumped on my work computer and fired up the BBC website to watch the eclipse experience live. It didn’t work that well; I presume every design agency with an ISDN line had a similar idea that morning.
I typed in the website address for Sky News and went there instead. It was slightly better. I then used the backwards and forwards buttons to switch between the BBC and Sky News. (It would be another few years before mainstream browsers like Mozilla and Opera had tabs). Both pages carried what was supposed to be live video of the 1999 eclipse.
Just six months previously, our agency had done Victoria’s Secret annual fashion show as a web stream for the first time. Back in 1999, this was a major technical feat and for the most part it turned out alright. The picture was so small you couldn’t really make it out. I couldn’t tell you if it was Tyra Banks on the cat walk. But that didn’t matter, it captured the imagination. It was done as much for the buzz it would create, as for how many people would view it.
I had high hopes for the eclipse. It was happening before the US came online. Back in 1999, as soon as the US woke up, our office internet speed would grind to a halt.
The reality of the 1999 eclipse was more prosiac. The video was displayed on screen about the size of a large rectangular postage stamp. Like a special edition one that you might get for Christmas. The image changed in a very jerky manner, like a bad slide show rather than full motion. And there was no sound.
But at least I got to see a full eclipse, which was more than my colleagues could say. The overcast day and only a partial eclipse over London wasn’t that thrilling. It would be at least another ten years before the internet was ready for mass live events.
Two years later, the dot com bubble had turned into a bust. I was working at another agency, that thankfully had TVs and I remember leaning against a filing cabinet watching a plane hit the world trade centre in New York. It didn’t occur to me to go online. I knew that the web wouldn’t work that well.
Four years after that, I was working at Yahoo! Europe, when our web pages ground to a halt as the UK scrambled to get the latest news on the July 7th – London bombings. This was the first social media event as the engineers saw a flood of pictures into flickr. This gave the team a 15 minute head start to strip the Yahoo! UK home page of adverts and scripts. Instead they rebuilt the home page manually (in Dreamweaver) and republished updates as they happened through the day and into the evening.
Now, most events would be produced and streamed via a smartphone on to a service like Twitch, YouTube or Instagram with video good enough for broadcast news.
Epic’s battle for open platforms ignores consoles’ massive closed market | Ars Technica – and the majority of games played on Fortnite are played on consoles. Epic’s battle for open platforms rings hollow. More gaming posts here. More on other (more legitimate) battles for open platforms here. Epic’s battle for open platforms is about extra revenue not consumer benefit. They’ve deliberately picked a fight for some reason that won’t become apparent yet. One also has to view Epic’s battle for open platforms through its Chinese ownership as well
Why marketers should embrace Share of Search as a metric | WARC – “The SoS calculation itself is simple. Calculate a rolling 12-month average of the various brands to be analysed, including your own. Total this. Divide each individual brand’s 12-month rolling average by the total and turn into a %. This is Share of Search, using Google Trends data.” More here in an interview for Contagious by Les Binet. Why share of search is a vital marketing metric | Contagious – The internet has made it almost impossible to accurately measure brands’ share of voice and the world seems perfectly content with that trade-off, so marketers have been forced to look for a replacement metric fit for the digital age. Share of search, it seems, might just fill the void…. Binet however is tentative on the tantalising prospect that share of search can give marketers an almost immediate insight into how a brand-building ad will perform over the long term. ‘Kind of,’ he says, when asked if share of search could show brands the value of emotional advertising in days instead of years. ‘You can to some extent use it to get a prediction of the long-term effects in the short term,’ he says, ‘but it may not work in every category. It tends to work best in categories with considered purchases.’ What most excites Binet about his research, though, is that when he looked at the effects of advertising on share of search he saw – consistently across all categories – that around 40% of the impact was felt in the short term (the first month) and around 60% of the uplift was delivered over the long term (the following two years). ‘That 60/40 ratio is one I’ve seen before,’ he jokes, alluding to his earlier work with Peter Field, The Long and the Short of It, which established a 60/40 rule for brands looking to divvy up their marketing spend between long term brand building ads and short term activations. ‘So the share of search analysis provides a further piece of independent, empirical evidence for the hypothesis we have about how advertising works.
Brand is a strategy | WARC – Gartner recently announced that, partially at least, in response to the pandemic and its associated uncertainties, CMOs now rank ‘brand strategy’ as their top priority. As with any survey, we should consider the research skeptically — but since CMOs largely direct how they spend their budgets, it’s worth the industry that serves them considering what they might be looking for assistance with. The survey was interesting beyond the headlines. Last year the same group considered analytics their most vital marketing capability, which highlights both the increased scrutiny that marketing faces to be accountable and the endless pendulum that swings in the industry, between brand and performance. And they are going into prioritisation of brand just at the time when the board will squeeze them on performance
Strategist’s Digest: the gulf between corporate values and company culture | Contagious – Over 80% of large companies publish on their websites the values they profess to live by, according to research. Integrity was the most often listed value, claimed by 65% of all companies. Collaboration came second, with 53%, and customer focus was third at 48%. But do these values make a difference to the companies’ culture and how they behave? The researchers used Glassdoor reviews, posted by employees, to find out. After analysing 1.2 million reviews for more than 500 large companies, they found no significant correlation. In some cases there was even a negative relationship between core values and the company culture as reported by employees. And more at the Sloane Review – | When It Comes to Culture, Does Your Company Walk the Talk? | Sloane Review
Jimmy Lai/Hong Kong: buy orders on democracy | Financial Times – Next Digital is a benchmark for resistance to Chinese authoritarianism in other ways. Views on its digital platform double when there are protests, to an average of 80m a day. Next Digital has survived constant mainland pressure, including the withdrawal of its underwriter just before its listing and advertising boycotts by Chinese companies. The shares trade at a just over 0.3 times book value. Investors with ethical policies may have awkward questions for HSBC and Standard Chartered. These UK-listed banks have expressed support for the law under which Mr Lai was detained. The arrest of a chief executive warns foreign multinationals to locate elsewhere.
Sweatpants Forever: How the Fashion Industry Collapsed – The New York Times – For years, Sternberg had been saying that the fashion industry was a giant bubble heading toward collapse. Now the pandemic was just speeding up the inevitable. In fact, it had already begun. An incredible surplus of clothing was presently sitting in warehouses and in stores, some of which might never reopen. “That whole channel is dead,” Sternberg said. “And there’s no sign of when it’s turning on again.” – well worth reading particular the section about novelties. Novelties is when fashion houses put on additional zips or features just to get into department stores
Movable wealth｜Ngan Shun-kau – Chinese UHNW (ultra high net worth) individuals (100 of them or so) have 78 trillion yuan offshores in Switzerland
