Ged Carroll

Category: media | 媒體 | 미디어 | メディア

It makes sense to start this category with warning. Marshall McLuhan was most famous for his insight – The medium is the message: it isn’t just the content of a media which matters, but the medium itself which most meaningfully changes the ways humans operate.

But McLuhan wasn’t an advocate of it, he saw dangers beneath the surface as this quote from his participation in the 1976 Canadian Forum shows.

“The violence that all electric media inflict in their users is that they are instantly invaded and deprived of their physical bodies and are merged in a network of extensions of their own nervous systems. As if this were not sufficient violence or invasion of individual rights, the elimination of the physical bodies of the electric media users also deprives them of the means of relating the program experience of their private, individual selves, even as instant involvement suppresses private identity. The loss of individual and personal meaning via the electronic media ensures a corresponding and reciprocal violence from those so deprived of their identities; for violence, whether spiritual or physical, is a quest for identity and the meaningful. The less identity, the more violence.”

McLuhan was concerned with the mass media, in particular the effect of television on society. Yet the content is atemporal. I am sure the warning would have fitted in with rock and roll singles during the 1950s or social media platforms today.

I am concerned not only changes in platforms and consumer behaviour but the interaction of those platforms with societal structures.

  • Share of search volume

    Les Binet did some sterling work thinking about share of search volume as part of his ongoing work looking at marketing effectiveness.  

    Les Binet

    In order to understand share of search volume, we have to go back to 1990 when former advertising veteran and professor John Philip Jones[i] published a paper in the Harvard Business Review[ii] and a subsequent book[iii].

    Jones’ research around the linkage between advertising and sales by looking at advertising including tools of his invention STAS (short term advertising strength)[iv] and AIC (advertising intensiveness curve). One of Jones’ key findings was the linkage between a brand’s share of voice and its market share. One of the biggest predictors of brand growth was ESoV (excess share of voice). ESoV is when a brand has a share of voice in excess of the proportion needed to maintain its market share. 

    During economic good times this might be down to an increase in brand building marketing spend, not only advertising and public relations, but also influencer and sports sponsorships with variable[v] results. 

    During recessionary times[vi], it might be maintaining brand building marketing spend when the competitors are cutting back. 

    Part of this brand building work overlaps with increasing marketing penetration through increasing the number of places where the brand is available. During the 95 percent of time that you are not in a buying mindset when you pass a product display in a supermarket it’s a billboard – doing the brand building work. 

    Jones’ findings were later validated by Peter Field and Les Binet’s work on marketing efficiency[vii], and in the summation of research[viii] from the Ehrenberg-Bass Institute for Marketing Science by Byron Sharp. 

    Share of search volume

    The clever thing that Les Binet[ix] did with share of search volume[x] was find it as a predictor on the likely time when ESoV was likely to impact with a growth in market share AND, he found that the share of search volume change mapped neatly on to market share change.  

    The challenge is that different sectors have different times between a change in share of search volume and the corresponding change in market share[xi].   

    “For mobile phone handsets, Binet further ventured, share of search leads market share “by about six months” as a performance indicator – offering marketers a chance to adapt their strategies if needed if a decline is expected.

    “If the brand … had access to the share of search data at the time, it would have had a six-month warning that share of market was about to turn around,” Binet said. “That’s an incredibly useful metric.”

    Share of search’s predictive quality for energy brands, Binet explained, was noticeably shorter, at just “nought to three months.”

    For automakers, by contrast, share of search anticipates market share by “nine to 12 months,” he said – a significant timeframe for marketers to potentially refine strategies.

    Breaking out data for Volkswagen, the auto marque, provided corroboration that sales forecasts based on share of search “are incredibly close to what actually happened,” Binet said.”

    Search considerations

    Much earlier in my career I worked on the Yahoo! Search business, back when the company had its own search technology and sold its own search advertising. One of the things that we found was that while overall search volume could be modelled accurately for the year based just on January’s search data – unexplained search volume peaks still needed to be ironed out by looking at rolling three-month values instead. 

    I found it interesting that Binet’s findings didn’t seem the same degree of ‘peakiness’ and was a much more valuable predictor once the time lag factor between share of search volume and market effects were known. 

    Share of search makes sense from a logical perspective. Many below-the-line activities have been focused on search in terms of aiding SEO to increase share of market opportunity, rather than an explicit appreciation of the impact on the share of search volume and consequently change in market share. My friend James Warren used to talk about public relations and related earned media activities such as organic social media as ‘offline SEO’. This thinking was incorporated into Interpublic’s ‘inline’ concept[xii].

    Future search

    Share of search volume is complicated by a number of factors that are down to changing consumer behaviour. 

    Google’s focus on mobile upended the precision that we could search with and what we could search for, out went Boolean operators that could track down a highly relevant web page from 12 years ago. But we could now find the nearest coffee shop with wi-fi. YouTube[xiii] due to its explanatory content became the second largest search engine globally (excluding China). 

    A good deal of product search has migrated to sites like eBay, Walmart[xiv] and Amazon[xv]. Part of the reason being is that their site search is good enough, they have a wide range of stock and speedy delivery. Amazon also benefits from Amazon Prime which drives customer purchase, but isn’t without controversy[xvi].

    Social and generative AI have unlocked new challengers to Google. Search on social platforms has become the go-to approach for many young people. Google acknowledged this when asked by Business Insider[xvii].

    “we face robust competition from an array of sources, including general and specialized search engines, as well as dedicated apps.”

    The move to social is about tapping what we called back in my Yahoo! days ‘knowledge search’[xviii]. Search startups like Gigabrain have tried to tap into this market by providing a better search function of Reddit forums. 

    Finally, the move towards consumer usage of generative AI tools based on large language models has created new competitors to Google including Perplexity and ChatGPT Search. Google itself has adopted LLMs in its own search offering and seen an increase in both revenue and profit from search advertising[xix].

    Share of model vs. share of search volume

    In order to try and understand new LLM-driven search, innovator agencies like Jellyfish and Deft[xx] have looked towards understanding share of model. Share of model tries to understand how LLMs perceive a given brand, in a similar way to the way SEO rankings held a similar place in search engine marketing. Like SEO, they look to understand whether the brand has sufficient optimisation of their digital properties to feature in recommendations by the models. 

    What share of model doesn’t give us is the consumer insight provided by share of search volume. Share of search volume is consumer behaviour driven and advertising influenced; share of model is algorithmic behaviour driven and training influenced. 

    [i] John Philip Jones profile (United Kingdom) WARC

    [ii] Jones, J.P., (1990) Ad Spending: Maintaining Market Share (United States) Harvard Business Review

    [iii] Jones, J.P. (1995) When Ads Work: New Proof That Advertising Triggers Sales (United States) Jossey Brass

    [iv] Hansen, F., Olsen, J.K. STAS and Other Short Term Advertising Effect Measures (United Kingdom) WARC

    [v] Siu, A. (February 2025) The Honey scandal is a ‘wake-up call’ for the creator industry’s affiliate partnerships

    [vi] (2023) The power of excess share of voice (United Kingdom) Thinkbox

    [vii] Binet, L., Field, P. (2013) The Long and the Short of it: Balancing Short and Long-Term Marketing Strategies (United Kingdom) Institute of Practitioners in Advertising

    [viii] Sharp, B. (2010) How Brands Grow: What Marketers Don’t Know (United Kingdom) Oxford University Press

    [ix] (2020) Share of search can predict market share (United Kingdom) WARC

    [x] Binet, L. (2021) Share of Search (United Kingdom) Les Binet channel on YouTube

    [xi] (2020) Share of search can predict market share (United Kingdom) WARC

    [xii] Warren, J. (2008) Back to school (United Kingdom) PR Week (republished on PR 2.0)

    [xiii] (2010) YouTube Revenue Approaching $1 Billion Per Year [REPORT] (United States) Mashable

    [xiv] Levin, M.R., Lowitz, J.N. (November 2020) Grocery Drives Walmart Online Orders (United States) Consumer Intelligence Research Partners LLC (CIRP)

    [xv] Evans, B. (2023) Retail, search and Amazon’s $40bn ‘advertising’ business (United Kingdom) Benedict Evans

    [xvi] Stoller, M. (2021) Amazon Prime Is an Economy-Distorting Lie (United States) BIG by Matt Stoller

    [xvii] Delouya, S. (2022) Nearly Half of Gen Z Prefers TikTok and Instagram Over Google Search (United States) Business Insider

    [xviii] Carroll, G.M.S. (2021) Yahoo Answers (United Kingdom) renaissance chambara

    [xix] Morris, S. (2025) Alphabet shares gain as Google search boots profits (United Kingdom) Financial Times

    [xx] Crocombe, I. (2025) Share of Model (United Kingdom) Deft

  • April 2025 newsletter

    April 2025 introduction – key to the door (21)

    Welcome to my April 2025 newsletter, this newsletter marks my 21st issue.

    21 marks a transition to full adulthood in various countries, hence ‘keys to the door’ in bingo slang. In Chinese numbers, symbolism is often down to phrases that numbers sound like. 21 sounds like “easily definitely fine” – indicating an auspicious association with the number.

    For some reason this month I have had Bill McClintock’s Motor City Woman on repeat. It’s a mash-up of The Spinners – I’ll be Around, Queensrÿche – Jet City Woman and Steely Dan – Do it Again. It’s a bit of an ear worm – you’re welcome.

    New reader?

    If this is the first newsletter, welcome! You can find my regular writings here and more about me here. 

    Strategic outcomes

    Things I’ve written.

    • Cleaned up copy of an interview I did as a juror for the PHNX Awards. More here.
    • From the challenges faced by Apple Intelligence to drone deliveries and designing in lightness.
    • I thought about how computing tends towards efficiency along the story arc of its history and its likely impact on our use of AI models.

    Books that I have read.

    Currently reading
    • The Leftover Woman by Jean Kwok. The book is a complex thriller. The story is straight forward, but the books covers complex, fraught issues with aplomb from misogyny, the male gaze to the white saviour complex.
    • The Tiger That Isn’t by Michael Blastland and Andrew Dilnot focused on the use of numbers in the media. But it’s also invaluable for strategists reading and interrogating pre-existing research. As a book is very easy-going and readable. I read it travelling back-and-forth to see the parents.
    • A Spy Alone was written by former MI6 officer Charles Beaumont. I was reminded of the dreary early 1970s of George Smiley’s Britain in Tinker, Tailor, Soldier, Spy by the tone of the book. However A Spy Alone is alarmingly contemporary, with oblique references to UK infrastructure investments in the UK attached to a hostile foreign power, private sector intelligence, open source intelligence a la Bellingcat, nihilistic entrepreneurs and a thoroughly corrupted body politic. Beaumont’s story features a post cold-war spy ring in Oxford University echoing the cold war Cambridge spy ring. Beaumont touches on real contemporary issues through the classic thriller, in the same way that Mick Herron uses satire.

    Things I have been inspired by.

    Big brand advertising isn’t as digital as we think.

    Trends in TV 2025 by Thinkbox threw up some interesting data points and hypotheses.

    • Advertising is eating retail property. A good deal of search and social advertising gains is not from traditional advertising, but traditional retailing, in place of a real-world shop front. This is primarily carried out by small and medium-sized enterprises. I imagine a lot of this is Chinese direct-to-consumer businesses. 80% of Meta’s revenue is not from the six largest advertising holding companies.
    • Viewership across video platforms both online and offline have stabilised in the UK. (Separately I heard that ITV were getting the same viewership per programme, but it’s been attenuated with the rise of time-shifted content via the online viewership.

    World views

    WARC highlighted research done by Craft Human Intelligence for Channel 4 where they outlined six world views for young adults. While it was couched in terms of ‘gen-z’, I would love to see an ongoing inter-cohort longitudinal study to see how these world views change over time in young people. This would also provide an understanding of it it reflects wider population world views. BBH Labs past work looking at Group Cohesion Score of gen-Z – implies that this is unlikely to be just a generational change but might have a more longitudinal effect across generations to varying extents.

    Anyway back to he six world views outlined:

    • ‘Girl power’ feminists. 99% identified as female. About 21% of their cohort. “While they’re overwhelmingly progressive, their focus tends to be on personal goals rather than macro-level politics. They underindex heavily on engagement with UK politics and society.”
    • ‘Fight for your rights’. 12% of cohort, 60% female, educated and engaged with current affairs. “Although they consider themselves broadly happy, they believe the UK is deeply unfair – but believe that progress is both necessary and achievable.”
    • ‘Dice are loaded’ are 15% of their cohort. 68% female. “Feeling left behind, they perceive themselves to lack control over their future, and are worried about finances, employment, housing, mental health, or physical appearance.”
    • ‘Zero-sum’ thinkers comprise 18% of their cohort. Over-index at higher end of social-economic scale, gender balanced. “…they lean toward authoritarian and radical views on both sides of the political spectrum.”
    • ‘Boys can’t be boys’ are 14% of the cohort and 82% male. Supporters of traditional masculinity.
    • ‘Blank slates’. 20% of their cohort, all of them male. “They aren’t unintelligent or unambitious, but they pay little attention to matters beyond their own, immediate world. While some follow the news, their main focus is on just getting on with life”.

    More here and here.

    FMCG performance

    At the beginning of March, Unilever abruptly replaced its CEO. Hein Schumacher was out, and in the space of a week CFO Fernando Fernandez became CEO. That showed a deep internal dissatisfaction with Unilever’s performance that surprised shareholders AND the business media. Over the past decade Unilever has leaned hard into premium products and influencer marketing.

    “There are 19,000 zip codes in India. There are 5,764 municipalities in Brazil. I want one influencer in each of them,” Fernandez said. “That’s a significant change. It requires a machine of content creation, very different to the one we had in the past . . . ”

    Fernandez wants to lean even harder into influencer marketing. But I thought that there was a delta on this approach given his goal to have higher margin premium brands that are highly desirable.

    “Desirability at scale and marketing activity systems at scale will be the fundamental principles of our marketing strategy”

    Meanwhile Michael Farmer’s newsletter had some datapoints that were very apropos to the Unilever situation.

    “…for the fifty years from 1960 to 2010, the combined FMCG sales of P&G, Unilever, Nestle and Colgate-Palmolive grew at about an 8% compounded annual growth rate per year. The numbers associated with this long-term growth rate are staggering. P&G alone grew from about $1 billion (1960) to $79 billion in 2010. Throughout this period, P&G was the industry’s advocate for the power of advertising, becoming the largest advertiser in the US, with a focus on traditional advertising — digital / social advertising had hardly begun until 2010. Since 2010, with the advent of digital / social advertising, and massive increases in digital / social spend, P&G, Unilever, Nestle and Colgate-Palmolive have grown, collectively, at less than 1% per year, about half the growth rate of the US economy (2.1% per year). They are not the only major advertisers who have grown below GDP rates. At least 20 of the 50 largest advertisers in the US have grown below 2% per year for the past 15 years. Digital and social advertising, of course, have come to dominate the advertising scene since 2010, and it represents, today, about 2/3rds of all advertising spend.”

    Mr Fernandez has quite the Gordian knot to try and solve, one-way or another.

    Automated communications and AI influencers

    Thanks to Stephen Waddington‘s newsletter highlighted a meta-analysis of research papers on the role of automation and generative AI in communications. What’s interesting is the amount of questions that the paper flags, which are key to consideration of these technologies in marketing and advertising. More here.

    LinkedIn performance

    Social Insider has pulled together some benchmarking data on LinkedIn content performance. It helps guide what good looks like and the content types to optimise for on LinkedIn. Register and download here.

    Chart of the month. 

    The FT had some really interesting data points that hinted at a possible longitudinal crisis in various aspects of reasoning and problem solving. There has been few ongoing studies in this area, and it deserves more scrutiny.

    reasoning and problem solving

    In his article Have humans past peak brain power, FT data journalist John Burn-Murdoch makes the case about traits which would support intelligence and innovation from reading, to mathematical reasoning and problem solving have been on a downward trends. The timing of this decline seems to correlate with the rise of the social web.

    If true, over time this may work its way into marketing effectiveness. My best guess would be that rational messages are likely to be less effective in comparison to simple emotional messages with a single-minded intent over time. This should show up in both short term and long term performance. A more cynical view might be that the opportunity for bundling and other pricing complexities could facilitate greater profit margins over time.

    Things I have watched. 

    Akira Kurosawa’s Stray Dog is a film that I can watch several times over despite the film being over 75 years old now. Detective Murakami’s trek through the neighbourhoods of occupation-era Tokyo and all the actors performances are stunning. The storytelling is amazing and there are set pieces in here that are high points in cinema history. I don’t want to say too much more and spoil it for you, if you haven’t already seen it.

    Ghost in the Shell: Standalone Complex – Solid State Society – this is a follow on to the original GiTS manga and anime films touches directly on the challenges faced looking after Japan’s aging society. Central to the story is the apparent kidnapping over time of 20,000 children who can’t remember who their parents are. The plot is up to the usual high standard with government intrigue, technical and societal challenges.

    The Wire series one – I stopped and started watching The Wire. Films better suited my focus at the time. I finally started into series one this month. The ensemble cast are brilliant. The show is now 22 years old, yet it has aged surprisingly well. While technology works miracles, the slow methodical approach to building a case is always the same.

    How Much Does Your Building Weigh, Mr Foster – is a fantastic documentary covering the career of architect Sir Norman Foster. I remember watching it at the ICA when it originally came out and enjoyed watching it again on DVD. Foster brings a similar approach to architecture that Colin Chapman brought to his Lotus cars. When we are now thinking about efficiency and sustainability, their viewpoints feel very forward-thinking in nature.

    Useful tools.

    Fixing the iOS Mail app

    You know something is up when media outlets are writing to you with instructions on how they can remain visible in your inbox. The problem is due to Apple’s revamp of the iPhone’s Mail.app as part of its update to iOS 18.2.

    So how do you do this?

    Open Mail.app and you can see the categorised folders at the top of your screen, under the search bar.

    Find each tab where an a given email has been put. Open the latest edition. Tap the upper right hand corner. Select ‘Categorise Sender’. Choose ‘Primary’ to make sure future emails from this sender are in your main inbox view.

    That’s going to get old pretty soon. My alternative is to toggle between views as it makes sense. Apple’s inbox groupings are handy when you want to quickly find items you can delete quickly. Otherwise the single view makes sense.

    Fixing mail app

    Inspiration for strategists

    Questions are probably the most important tool for strategists. 100 questions offers inspiration so you can focus on the right ones to ask for a given time.

    The sales pitch.

    I have been worked on the interrogation process and building responses to a couple of client new business briefs for friends (Red Robin Ventures and Craft Associates) and am now working a new brand and creative strategy engagement as part of an internal creative agency at Google.

    now taking bookings

    If you’re thinking about strategy needs in Q4 (October onwards) – keep me in mind; or discussions on permanent roles. Contact me on YunoJuno and LinkedIn; get my email from Spamty to drop me a line.

    More on what I have done here.

    bit.ly_gedstrategy

    The End.

    Ok this is the end of my April 2025 newsletter, I hope to see you all back here again in a month. Be excellent to each other and onward into spring, and enjoy the May bank holidays.

    Don’t forget to share if you found it useful, interesting or insightful.

    Get in touch if there is anything that you’d like to recommend for the newsletter.

  • Apple Intelligence delayed + more

    Apple Intelligence delayed.

    Apple announced that features showcased during the 2024 WWDC enhancing Siri would be delayed. Apple Intelligence delayed represents a serious breach of trust for Apple’s early adopters and the developer community. On its own whilst that’s rare from Apple, it’s survivable.

    Sad Mac icon

    Apple has made other FUBARs: the Newton, some of the Performa model Macintosh computers in the 1990s, the Apple Pippin, Apple QuickTake cameras and the Apple Cube computer from 2000.

    The most recent game-changing product has been the AirPod series of headphones which have become ubiquitous on the tube and client video calls. But there has been a definite vibe shift around perceptions at Apple.

    • Recent product upgrades to the MacBook Air were given a muted welcome. Personally I think Apple came out with a banger of a product: the M4 processor in the MacBook Air M1 form-factor at the Intel MacBook Air price of $999.
    • The Vision Pro goggles are at best a spoiler on the high-end market for Meta’s VR efforts, and an interesting experiment once lens technology catches up with their concept. At worst they are a vanity project for Tim Cook that have a very limited audience.
    • Conceptually Apple Intelligence told a deceptively good story. Let others develop the underlying LLMs that would power Apple Intelligence. This solution is partially forced on Apple due to the mutually exclusive needs between China and its other markets. But it also meant that Apple had a smaller AI challenge than other vendors. On-device intelligence that would work out the best way to solve a problem and handle easier problems without the latency of consulting a cloud service. More complex problems would then be doled out to off-device services with privacy being a key consideration. The reality is that Apple Intelligence delayed until 2027 because of technical challenges.

    Key commentary on the Apple Intelligence delay:

    Chungking Express.

    One of my most loved films is Chungking Express directed by Wong Ka wai. It was one of the reasons that I decided to take up the opportunity to live and work in Hong Kong. This YouTube documentary cuts together some of the oral history about the making of the film. The story of the production is nuts.

    Drone deliveries

    Interesting documentary by Marques Brownlee on the limited use cases and massive leaps in innovation going into drone delivery systems.

    Effective Marketing for Financial Services

    Les Binet presents a financial services-specific view on marketing effectiveness. It has some interesting nuances, in particular how brand building is MORE important in subscription services.

    Tony Touch set

    Tony Touch did a set for Aimé Leon Dore. It’s an impeccably programmed set.

    LUCID Air focus on efficiency

    It’s rare to hear the spokesperson for an American car company quoting Colin Chapman’s design philosophy – which he shared with Norman Foster.

  • PHNX awards jury interview

    I am fortunate to be an awards juror for the second time. This is for the Adforum PHNX advertising awards which attracts entries from around the world.

    Proud to be a juror again this year for Adforms PHNX awards

    As part of the process I responded to some interview questions. I hope that my old gaffer Tony Gresty appreciated my quoting of him decades later and was surprised that there wasn’t pushback about my assertion of a ‘post-social’ marketing era.

    What motivates you to be part of the PHNX Jury, and what do you hope to bring to the judging process?

    Before I worked in advertising, I served an apprenticeship in plant process engineering. My old gaffer who was responsible for me had a few sayings. One of which was practice sharpens skill. By being a judge, I hope that I am helping people within the industry around the world to sharpen their skill. Seeing great challenging work and asking myself how it fits the customer and client needs in turn, helps further sharpen my skill as a strategist. TL;DR (too long; didn’t read) altruist generosity?

    PHNX has always been about celebrating creativity in all its forms. What new perspectives or disciplines do you think deserve more recognition in award shows today?

    Strategy has the Effies, BUT its focus is larger than creativity with a major focus on efficiency and effectiveness rather the creative process. Strategy always provides the ‘assist’ with single-minded insight and creative JOTBD (job to be done), but is never the ‘goal scorer’ to use an American sports stats metaphor. I think that creativity is not only about the creative, but also the context where the creative is placed – which brings in the disciplines of project management’s orchestration, production’s craft and media planning. I think this is going to become far more important as we go towards a post-social era.

    Which countries or regions do you think are leading the creative field right now? And which emerging markets should we look out for?

    A really interesting question. Leading is probably the wrong phrase to use, but there are markets that are under-estimated. Thailand and the Philippines have well-deserved reputations for emotional storytelling. Year-after-year when I look at lunar new year adverts Malaysia hits well above its weight given the size of the market. 

    Japan has been consistently delighting advertising folk for the past five decades. 

    Probably a better question to ask me after I have been through this year’s award entries.

    What trends or cultural shifts do you think will define the most impactful creative work this year?

    With everything that’s going on, I think we’ll need more humour. Trends within the advertising industry are also leaning towards a better mix of formats. As an industry we over-index on social vs. attention, efficiency and effectiveness for large brands. So we’ve seen a renaissance in OOH amongst other formats.

    There is also a return to basics: creative consistency, fluent objects, the power of storytelling and humour. Finally consumers are more interested in consuming more longer form audio and video content, so what a creative execution might look like I hope is very different.

    If you could give one piece of advice to agencies and creatives submitting their work, what would it be?

    Be single-minded in terms of category consideration. My biggest criticism of last year’s PHNX award entries was not about the quality of the work per se. Many of the entries had a given creative was put in for consideration for the wrong category. And it was the same entries doing it over-and-over again. If it isn’t relevant it’s just going to get ignored or get under the skin of the judges. In the same way that a poorly-placed ad that is slapped all over the place without consideration would have a similar effect in the real world.

    Rant over: I wish everyone the best of luck, finally don’t be disheartened. All of the work was of a high standard, choosing winners is hard.

    Which creative minds are inspiring you the most right now?

    In the widest creative sense I am working my way through veteran Hong Kong film director Johnnie To‘s back catalogue; some of his works like Breaking News feel like exceptionally contemporary given our media environment. A couple of creatives using AI in a really smart way are Omar Karim aka @arthur_chance on instagram and the Dor Brothers. Agency work-wise VCCP’s immersive installation for Transport for London and a small Malaysian shop called Days Studios (whose bread-and-butter work is usually weddings!), yet, did a fantastic job producing a Chinese New Year ad for a cosmetic treatment clinic Aglow Studio – not what you’d call a big client yet it felt like a bigger production than many large brands. Go Google the ad ‘hiss of prosperity’ and watch it on YouTube.

    It’s your last chance to enter for free here.

  • March 2025 newsletter

    March 2025 introduction

    Welcome to my March 2025 newsletter, this newsletter marks my 20th issue. Or one score, as they used to say down the Mecca bingo hall. A score is a common grouping used in everything from selling produce to indicating the scale of an accident in a news headline. In Japan, it signals legal adulthood and is celebrated with personal ceremonies.

    I didn’t know that March was Irish-American Heritage month. I just thought that we had St Patrick’s Day.

    Hopefully April will bring us warmer weather that we should expect of spring. In the meantime to keep my spirits up I have been listening to Confidence Man.

    New reader?

    If this is the first newsletter, welcome! You can find my regular writings here and more about me here. 

    Strategic outcomes

    Things I’ve written.

    • I curated some of the best analyses on DeepSeek, and more interesting things happening online.
    • Pharmacies are blatantly marketing prescription-only medicines. It’s illegal, there is no GLP-1 permission that allows consumer marketing of prescription-only medicines used for weight loss and weight management.
    • Clutch Cargo – how a 1960s animation managed to transform production and show the power of storytelling.
    • A look back at Skype. I will miss its ring tone when it shuts down in May.
    • Looking at the Majorana 1 chip promising a new generation of quantum computing, generative AI production, refrigeration and an oral history of Wong Kar wai’s In the Mood for Love & 2046.

    Books that I have read.

    • Now and again you come across a book that stuns you. Red Sky Mourning by Jack Carr, is one such book, but not in a good way. Carr is famous because of his service in the American military which he has since parlayed into a successful entrepreneurial career from TV series to podcasts. So he covers all things tactical knowledgeably. Conceptually the book has some interesting ideas that wouldn’t feel that out of place in a Neal Stephenson or William Gibson novel. So Carr had a reasonably solid plan on making a great story. But as the saying goes, no plan survives first contact with the enemy. Carr’s enemy was his own writing style without aggressive editing. The editing process is a force multiplier, breathing the artistic brevity of Ernest Hemingway into a manuscript and protecting the author from their own worst impulses. I found the book hard to read because I would repeatedly run up against small niggly aspects, making it hard to suspend disbelief and get into the story. Carr loves his product brands, in this respect Red Sky Mourning reminded me a lot of early Brett Easton-Ellis. Which got me thinking, who is Carr actually writing for? Part of the answer is Hollywood, Carr’s books have been optioned by Amazon, one of which was adapted as The Terminal List. I imagine that another audience would be young (privileged caucasian male) management consultant types who need a bit of down time as they travel to and from client engagements – after a busy few days of on-site interviews, possibly with a tumbler of Macallan 12 – which was purchased in duty-free. The kind of person who considers their Tumi luggage in a tactical manner. The friend who gave it to me, picked it up for light reading and passed it on with a degree of incredulity. On the plus side, at least it isn’t a self-help book. It pains me to end a review so negatively; so one thing that Jack Carr does get right is the absolute superiority of Toyota Land Cruisers in comparison to Land Rover’s products. If you have it in hard copy, and possess sufficient presence of mind, it could serve you well in improvised self-defence as it comes in at a substantial 562 pages including the glossary and acknowledgements.
    • The Decagon House Murders by Yukito Ayatsuji is a classic murder mystery. A university crime club with each member named after a famous fictional detective gather to investigate a murder on an isolated island. The book slowly unravels the answer to the K-University Mystery Club’s annual trip bringing it to a logical conclusion.
    • She Who Became the Sun by Shelley Parker-Chan was an interesting piece of Chinese historical fiction. It is less fantastic than the wuxia works of Louis Cha that dominated the genre previously. More here.
    • Chinese Communist Espionage – An Intelligence Primer by Peter Mattis and Matthew Brazil tells the story of modern China through the story of its intelligence services. From the chaos under Mao purges and the Cultural Revolution to forces let loose by ‘reform and opening up’. More here.
    • In the early 2000s, as we moved towards a social web, we saw a number trends that relied on the knowledge of a group of people. Crowdsourcing channeled tasks in a particular way and became a popular ‘innovation engine’ for a while. The wisdom of crowds captured the power of knowledge within nascent question and answer platforms. Prediction markets flourished online. Superforecasting by Tetlock and Gardner try and explain who and why these models work, particular where they rely on knowledge or good judgement. The book does a good job at referencing their sources and is readable in a similar way to a Malcolm Gladwell book.

    Things I have been inspired by.

    Why does humour in advertising work?

    My Dad is a big fan of the Twix bears advertisement, so much so, that he repeats the script verbatim when it comes on. We know that humour works and that it’s under-used in advertising, but it would be good to have data behind that in order to support it as a suggestion to clients.

    twix bears

    WARC have published What’s Working In Humorous Advertising which goes a good way to providing that support.

    The takeouts from the report include:

    • Humour as a memory hook: Comedy surprises and delights, it makes consumers stop, engage and then remember. Over time it builds into nostalgia.
    • It relies on universal insights – that work across age cohorts, cultures and geographies. Its also intrinsically shareable – and not just on social platforms.
    • Celebrity x humour drives fame: Well-executed humour paired with celebrity endorsements, (Ryan Reynolds being a standout example) boosting brand impact.
    • Well executed humour can supercharge marketing ROI. Ads with humour are 6.1x more likely to drive market share growth than neutral or dull ads.

    Accessible advertising

    The Ad Accessibility Alliance have launched The Ad Accessibility Alliance Hub, which made me reflect on accessibility as a subject. I can recommend the hub as it provides good food for thought when considering mandatories for creative. ISBA’s reframing accessible advertising helps make the business case beyond the social benefits of inclusivity. The ISBA also provides links to useful assets. Finally, I can recommend Designing Interactions by Bill Moggridge which provides a broader context to help think about accessible advertising as part of a system.

    Social platform benchmarks

    RealIQ have done great research of engagement rates across thousands of brands in a number of sectors. What we get is an engagement benchmark set across platforms and industries. We can debate the value of engagement, and the different nature of platforms, so you can’t compare across platforms.

    Chart of the month.

    What I could compare in the RealIQ data was the rate in change in engagement rates year-on-year. The clear losers over time were Facebook and Twitter at an aggregate level. This also explains the x-tortion (as Forrester Research described them) tactics being deployed by Twitter. Combining high rates of engagement decline and reduced reach means that Twitter doesn’t look particularly attractive as a platform vis-a-vis competitors.

    Change in platform engagement

    Things I have watched. 

    Hunt Korean spy film

    Hunt (헌트) is a great Korean film. It provides a John Le Carré style spy hunt story in 1980s era South Korea prior to the move towards democracy. It’s a stylish, if brutal film that touches on parts of South Korea’s history which we in the west tend to know very little about. Hunt takes an unflinching look at the legacy of the military government as well as their North Korean rivals.

    Philip Kaufman‘s The Right Stuff is a movie adaptation of Tom Wolfe’s account based on US post-war fighter development through to the height of the Mercury space programme. The film went on to receive eight nominations at the Academy Awards. You have an ensemble cast of great character actors who deal with the highs and lows at the cutting edge of aerospace technology. The Right Stuff is as good as its reputation would have you believe. The film captures the drama and adventure that Wolfe imbued his written account of the journey to space. As a society it is good to be reminded that if we put our mind to it the human race is capable of amazing audacious things.

    Disco’s Revenge – an amazing Canadian documentary which has interviews with people from soul and disco stars including Earl Young, David Mancuso, Joe Bataan, Nicky Siano – all of whom were seminal in the founding of disco.

    It also featured names more familiar to house music fans including DJ Spinna, Frankie Knuckles, Kevin Saunderson and John ‘Jellybean’ Benitez – who was key in proto vocal house productions.

    The documentary also shows hip-hop was influenced by disco mixing.

    Along the way it covers the fight for gay rights in the US and its easy to see the continuum onwards to house music and the current dance music scene. It’s one thing knowing it and having read the right books, but the interviews have a power of their own.

    It takes things through to ‘club quarantine’ during the COVID-19 lockdown.

    I hate that’s its streaming only, rather than Blu-Ray but if you can put that one issue aside and watch it. If you try it and enjoy it, you’ll also love Jed Hallam‘s occasional newsletter Love Will Save The Day.

    I picked up a copy of Contagion on DVD, prior to COVID and watched it with friends in a virtual social manner during lockdown. This probably wasn’t the smartest move and I spent the rest of lockdown building my library of Studio Ghibli films instead. It’s a great ensemble film in its own right. Watching it back again now I was struck by how much Contagion got right from Jude Law’s conspiracy theorist with too much influence and combative congressional hearings.

    The film makers had the advantage of looking back at SARS which had hit Hong Kong and China in 2002 – 2004. Hong Kong had already been hit by Avian flu H5N1 from 1997 to 2002. Both are a foot note in history now, I had a friend who picked up their apartment on the mid-levels for 30 percent below 1997 market rates due to the buffeting the Hong Kong economy took during this time. The only thing that the film didn’t envision was the surfeit of political leadership in some notable western countries during COVID, which would have added even more drama to Contagion, not even Hollywood script writers could have made that up.

    Leslie Cheung photographed while playing

    Hong Kong film star Leslie Cheung was taken from us too early due to depression. But the body of work that he left behind is still widely praised today. Double Tap appeared in 2000. In it Cheung plays a sport shooter of extraordinary skill. The resulting film is a twisting crime thriller with the kind of action that was Hong Kong’s trademark. It represents a very different take on the heroic bloodshed genre. At the time western film critics compared it to The Matrix – since the US film was influenced by Hong Kong cinema. Double Tap has rightly been favourably compared by film critics to A Better Tomorrow – which starred Cheung and Chow Yan Fat.

    Useful tools.

    Knowledge search

    Back when I worked at Yahoo!, one of our key focuses was something called knowledge search. It was searching for opinions: what’s the best dry cleaner in Bloomsbury or where the best everyday carry items for a travelling executive who goes through TSA style inspections a few times a week. Google went on to buy Zagat the restaurant review bible. Yahoo! tried to build its own corpus of information with Yahoo! Answers, that went horribly wrong and Quora isn’t much better. A more promising approach by Gigabrain tries to do knowledge search using Reddit as its data source. I’ve used it to get some quick-and-dirty qualitative insights over the past few months.

    Digital behaviour ‘CliffsNotes’

    Simon Kemp launched this year’s Digital 2025 compendium of global online behaviours. It’s a great starter if you need to understand a particular market.

    Encrypting an external hard drive

    I needed to encrypt an external hard drive to transfer data and hadn’t used FileVault to do it in a while. Thankfully, Apple has a helpful guide buried in its support documents. From memory the process seems to have become more complicated over time. It used to be able to be done by using ‘control’ and click on the drive before scrolling down. Now you need to do it inside Disk Utility.

    The sales pitch.

    now taking bookings

    I am now taking bookings for strategic engagements; or discussions on permanent roles. Contact me here.

    More on what I have done here.

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    The End.

    Ok this is the end of my March 2025 newsletter, I hope to see you all back here again in a month. Be excellent to each other and onward into spring, and enjoy the Easter break.

    Don’t forget to share if you found it useful, interesting or insightful.

    Get in touch if there is anything that you’d like to recommend for the newsletter.