Resolutions for the post-digital agency

fireworks

It’s the New Year and we all like to make resolutions. Some of us want to lose weight, exercise a little more and change some of our bad habits. What kind of resolutions could advertising & marketing agencies make to be better, leaner or more energized in 2016? For those that are still trying to become “digital” it’s maybe the moment to realize that the boat has already sailed. We now live in a post-digital world where it’s the new mainstream. But don’t despair, even the established “digital” agencies are not sure where to go next. Many are finding that what they offer is now a commodity and can be done faster and cheaper elsewhere. Some have also become lazy, copying the latest craze, getting consumers to do all the legwork (tell us your story!!), ####hashtagging their way to content overload or just being downright boring. As we look forward to 2016 it might do us all some good to capture the spirit of the pioneering work done during the first few years of the millennium before we all became so digitally savvy. Back then there wasn’t a bunch of successful cases as blueprints to follow. Everything we did was being done for the first time.

So my first resolution is to listen, take time to hear what the experts outside the traditional agency world are saying about what is coming next and how we can use this as a springboard for innovation. The fact is, consultancies could end up eating agency’s lunches for breakfast if they don’t invest in intelligence.

Forrester, in their 2016 Age of the Consumer predictions, puts forward many trends that any agency should be taking a closer look at. I picked out three that I think hold big potential for brands in the coming few year:

1 – Personalization.

As industry leaders we have to “understand and anticipate individual needs to deliver personalized experiences”. We have to be better at leveraging customer intelligence to gain real insights that can help brands gain mindshare and share of wallet.

 2 – Customer Experience.

Forrester predicts the need for “multi-discipline CX strategies to change internal operations”. While some companies are just “executing CX tactics”, the ones that will succeed leverage a “combination of people, process, and technologies” to “anticipate, and deliver on those experiences every day”. We need to think “above and below the visibility line”.

3 – Digital Leadership.

Today “digital” isn’t a discipline but the energy force that connects and runs through everything. Agencies need to understand how to work with their clients and help them to “embed digital into all parts of the business, harmonize virtual and human (e.g., in-store) experiences, and be able to rapidly shift to meet the hyper-adoption/hyper-abandonment behavior of customers”.

Download the full report here >

My second resolution for agencies is to be more observant. Be aware of what is happening in the industry and be ready to seize opportunities or react to threats. Social@Ogilvy issue an excellent report each year that observes and comments on current or future trends. This year is great reading as usual and also features predictions from 2015 that came true.

One of the topics that stood out for me was ad blocking. Just when mobile finally came of age as a powerful marketing tool we’ve seen ad blocking technology being unofficially endorsed by Apple. Agencies are going to have to work harder in order to earn the attention of the public. The Ogilvy report mentions how microtargeting is going to be necessary to reach people with content that they actually want to see. As agencies, we need to make it relevant and wanted. Otherwise our audience will be suffering from content indigestion.

brandedcontent

Of course content will continue to rule and video will see a major evolution. There is so much of it out there now you really have to be innovative to stand out The 360 degree video example for Star Wars on Facebook points the way to make really compelling content.

 

2016 will be the year everyone wants to try Virtual Reality. The Ogilvy report has several pages looking at this. With everyone launching VR viewers and various platforms offering immersive video there will be an avalanche of experiences to choose from – some much better than others. Of course, with all of these things you want to be part of something so new and exciting but there will be many hiccups along the way. Don’t expect VR to be the answer to everything. Anyone remember Second Life?

Check out the full report here >

My final resolution for agencies is to never stop learning. It’s a scary fact but clients are now more knowledgeable about the latest innovations than their agencies. They take the time to run workshops, they visit the headquarters of social media platforms and many clients have their own in-house innovation labs. How many agencies have the freedom or budgets to do that? Don’t rely on a “Head of Digital” to educate everyone in the agency. Make it part of every team member’s job description to stay up to date with developments. Give out subscriptions to websites like Contagious so every few days they can see what new things are happening out there. Start by sharing their 2015 summary of the Most Contagious work >

So those are my three resolutions for any agency (or agency person) wanting to stay relevant or even still exist in 2017. This coming year marks 20 years since I started working in what we once called “New Media” yet I’m determined not to stay in my comfort zone or repeat the past. Digital might be mature now but many agencies have stopped pushing the boundaries. If we all keep listening, observing and learning then we’ve got a good chance of inventing the next 20 years.

I will leave you with some opinions of what was the most innovative work from the past year. Let’s see if we can all do even better in 2016.

 

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London Calling

The DMA Awards in London recently announced the 2015 winners. What I particularly like about these kind of awards is the fact that you can’t scam your way to a trophy. You need real results which means your campaign can’t have just appeared in an ad agency’s office building lobby or nearby cafe. The DMA’s celebrate real insights and intelligence combined with creativity and effectiveness. So let’s look at some winners…

 

Leo Burnett London – NSPCC Share Aware

Anyone with kids knows how scary it is with them sharing who knows what on social media. You can talk about it but most kids think their parents are not cool so whatever. This series of videos for the NSPCC brings to life the dangers of sharing in an entertaining way but still with a hard hitting message.

To quote the DMA website, “With a total of 65 million social impressions from a relatively small budget, the initial Facebook video post reached more than two million people on launch weekend – half organically, without paid media support. In six weeks, #shareaware achieved a Twitter reach of 54.8 million, helped by huge celebrity support, while the films were still watched on average every second and in 62 countries”.

The project won a gold for best film or video.

 

OgilvyOne UK – Battersea Cats & Dogs Home Looking For You

Another gold winner was a really innovative way to get people to care about adopting a dog. In real life, if a cute stray dog followed you it would tug at the heartstrings and make you want to take it home (as I’ve seen with my wife many times). OgilvyOne took this and harnessed RFID leaflets with digital outdoor and brought this to life. A virtual dog would follow people who took a leaflet and surprised them as they wandered around a mall.

According the the DMA website there were, “nearly 2,500 unique visits to the campaign microsite, more than 320,000 video views and 99% positive social sentiment. This amplification helped drive new visitors to the main Battersea site, with 79% of site traffic during the two weeks of our campaign period never having visited previously. The #lookingforyou Twitter feed was kept constantly updated with new dogs looking for homes and played its part in generating more than 200 new enquiries about rehoming specific dogs”.

 

Wunderman – CHECT The Next Photo

More gold, and another project that is all about doing something meaningful. Either I’m feeling emotional and choosing lots of projects with real purpose or the judges were moved to choose winners that do good. This won for best use of technology but wasn’t any huge, brain-straining leap in innovation. It simply used a phone camera flash and reflective paint to show how easy it is to detect a specific form of eye cancer in kids. Really nicely done.

 

Not every winner comes with a case video but still worth taking the time to read the write ups. Check out all the winners here >

 

 

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Judge, jury and executioners – inside an advertising festival jury room

jury

It’s over, three intense days locked up in a room looking at work submitted for the One Show China Festival and trying to choose the best examples of creativity from agencies across Greater China. Of course it’s an honor to be selected but it is very tiring, especially as you still have to keep up with your day job in between the judging. It all starts on the first day as the judges from different agencies arrive in the room. Some you’ve met before over the years and you wonder if you’re looking as old or tired as they are now. Others you’ve never seen before so you try to guess where they work by their clothes. No doubt the guy dressed as a fashion pirate works at the latest cool boutique agency. It’s a melting pot of designer glasses and designer haircuts as the “rock stars” of advertising take their seats. After the greetings and the sizing up of each other there is a welcome speech from the organizer. Then the fun begins. The lights dim and you’re facing hours of looking at videos that will hopefully inspire you but might possibly make you want to change career.

Every judge in the room has the power to make the work submitted a winner or face instant death. As you put your vote into the system via an iPad mini you desperately hope that the next project is going to be better than what you’ve just seen. You try to be generous then remember that the ultimate winners will reflect you as judges just as much as the agency that submitted it. What’s interesting is how repetitive the work is. You can immediately spot the projects inspired by previous winners at international awards. China is known for copying bags, cars and fashion. It goes the same for advertising campaigns. A clone of Dove’s Real Beauty Sketches – check! A Dumb Ways to Die rip off along with cute song – check! To be fair China isn’t alone when it comes to copying successful campaigns. One thing that seems unique however is the need for Chinese advertising campaigns to make the viewer cry. If I had to give awards for the number of tears shed in an online video there would be a global trophy shortage. Tragedy sells here, as does melancholy, yearning, self-sacrifice and utter sadness. If you are too happy then shame on you. Let’s turn that smile into a guilty frown. No matter if the product is soft drinks, USD sticks, infant milk formula, cars or insurance – leave them crying and it seems that brands will be laughing all the way to the bank.

Enough of the ranting. Emotion sells in China and if I don’t like it then I should go work somewhere else. It just gets a bit monotonous after watching TV ads and viral videos for 8 hours that tug the heartstrings so hard. I even felt myself tearing up at one point during a video from a fizzy drink brand about a daughter living far from her parents. Too close to the bone! But I shook it off like Taylor Swift and switched on my cold cynical mode. As a judge you’ve got to look at how original the idea is. How much it taps into a real insight and understands the target audience. You look at the craft that has gone into the work. Art direction, music or sound design, video editing, typography etc. China has a long history of beautiful craftsmanship and you see that coming through from time to time. Above all you have to ask yourself if you wished that your team had made this work. Does it make you jealous, full of admiration or left in total awe?

Hour after hour looking at case videos can be exhausting. You don’t want your attention to drift otherwise it isn’t fair to the people whose work you’re judging. Weeks or months of work have gone into every project. It’s what you do for a living so you know from experience the pain of giving birth to a great campaign then turning it into a brilliant case video. But in that darkened jury room you begin to get cabin fever. Soon you start to notice how the person next to you always smacks their lips annoyingly or breathes too loudly. Luckily the snack table is there as a welcome break. It too starts to be a distraction, calling out to you as the hours tick by, tempting you to walk over for one more cookie. Then before you realize it is all over.

After all the individual judging the most interesting part begins. This is where the work with the highest marks gets debated by the jury. We need to choose the best of the best. Award the gold, silver and bronze along with the best in show.

It starts with some friendly debating as each judge brings up a project that he or she believes either should or shouldn’t be in the shortlist. Quite often there is a real consensus but sometimes opinions clash. We go around the room to hear what everyone feels strongly about. Also, what the awards stand for and represents to the industry in China or further afield. Isn’t innovation more than just new technology but rather new thinking? Do we reward work that is beautifully crafted and ticks all the boxes or something that is anarchic and brave? One jury member points out that being safe is risky for clients today. In a digital era we have to recognize work that is game changing and captures the public’s attention in unconventional ways. The One Show Festival is meant to be the keeper of the creative flame as other award festivals become more and more corporate. China has changed so much in the past few years so the work that we award needs to reflect this. It’s a chance to show the world how creative China can be and inspire China’s next generation of advertising professionals.

The final judging takes place with everyone pressing their iPads to select the best in show. Even we don’t know which project won but we all have a good idea. We will all find out, just like the audience, at the award ceremony two days from now. We burst out into daylight, eyes blinking, feeling tired but inspired. Being a judge is a great reminder what we must aim for as an industry. We may not be saving the world but advertising can be as much a cultural force as any of the arts. It’s up to us to make what we do amazing, entertaining and innovative.

(First published on LinkedIn)

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Spike of creativity

Spikes Asia just announced the winners of it’s 2015 awards. It’s part of the group that also runs Cannes Lions and usually we see the Cannes winners dominate Spikes. This year there seems to be a bit more local flavour. Let’s take a look…

The Mobile Grand Prix went to a project from South Korea. Samsung’s “Look at me” campaign by Cheil was designed to show how mobile devices could be used for good, not just sharing food selfies. The project helped autistic children connect with people around them. It also won the PR Grand Prix and several golds.

Australia and New Zealand always perform well at Spikes being two of the strongest APAC countries when it comes to creativity. This Grand Prix for the Promo & Activation category was produced for BMW by DDB Auckland. It’s a simple April Fool’s stunt that made a lot of noise…

A project for India produced by Grey Singapore picked up the Innovation Grand Prix. The Life Saving Dot turned the traditional bindi, that almost every woman in India wears on her forehead, into a life-saving tool for delivering iodine to women in rural areas. A brilliantly simple yet clever idea.

Japan has traditionally been a strong performer at international awards and this year we saw Hakuhodo Kettle Tokyo win an Innovation Gold for another project that aims to help people in need. Working with the University of Tsukuba’s Special Need School they used technology to allow handicapped children to play the piano by just using their eyes…

Check out all the Spikes winners here >

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July roundup

Been a bit busy since my last update. So here are a few projects that caught my attention during the month of July.

I have to admit to being an old softy so can’t resist anything to do with babies. This campaign for Comfort fabric softener in Singapore is a great example of branded content. There was also an interesting competition element where couples had to watch as their babies chose the prize for them – a soft cuddly toy or a motorbike, flat TV etc. Those damn babies better choose the right prize or no supper for them!

I saw this technique used some years ago for a driving game but now VW have introduced a way to use your voice to create a film for the new Golf R. Just go to their special website and start making silly driving sounds with your mouth. It will generate an exciting driving video to share with others and inspire them to do the same.

Staying in the car category, here is a project I love and hate. Why? Because I presented exactly this idea to the same client here in China probably 18 months ago. Well here is the idea and it’s pretty cool. Land Rovers have 5 cameras built in to see all round the car. Imagine if you used those cameras to make a movie? Better still, get real directors to make movies with the car as the camera…

If you are heading off on holiday then enjoy the break. But if you are stuck then try a fake vacation. Or a Fakation as they have called it at KFC in Romania. As reported in Contagious, “KFC’s Fakation provides the tools for young Romanians to make it look like they’re on holiday. Selected urban outlets of KFC in Romania will boast tray liners and floor stickers decorated as sandy beaches and blue oceans. Teens who visit those branches can then fool their friends who are on a genuine holiday by faking a vacation photo with their mobile phone”. The video is in Romanian but you get the idea.

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Cannes – it’s a wrap

Another year at Cannes has come and gone in the blink of an eye. Even for those of us not there it hasn’t been a particularly memorable festival. No stand out project that people will talk about for years to come. Lots of me-too work that makes women, teens, LGBT or whoever feel proud of themselves thanks to brands that truly understand them. With so many brands saving the world the future is looking bright. OK, maybe I’m being a bit cynical. But there is something of a bandwagon rolling around adland right now. So I am going to choose some of the work I think isn’t copycat.

Last year Intermarche in France showed how they were able to get French people buying ugly fruit and vegetables. This year they have come up with a way to brand fresh orange juice with the times that the juice was squeezed. It won gold in DIRECT and probably took a lot of efforts to get the production line up and running.

So many agencies are looking for that earth shattering idea and incredible execution to bring home a Cannes Grand Prix. Grey New York did it with hardly any effort at all. The Volvo Interception campaign took home the Direct Grand Prix with a simple tweet.

But sometimes it’s the beauty that makes it a winner as in this Cyber Gold winner for Photoshop’s 25th anniversary. The Dream On campaign made use of 1000s of Photoshop files submitted by real users.

Who would have thought that the humble GIF would be back and bigger than ever in 2015? EA Sports harnessed people’s obsessions with American football and GIFs to get people talking about their console games. This won a Mobile Gold and Cyber Silver Lion.

OK, so I need to include one project that tries to save the world. The Clever Buoy project for Optus (sorry Americans, doesn’t sound quite right when you say it) uses technology to protect people from those pesky sharks that want to spoil your fun and eat your limbs. After all, the sea is there for humans not sea life! Now you can check your mobile before jumping into the sea and feel safe knowing that M&C Saatchi won a Titanium and Mobile Lion.

Finally, if there is one thing that has helped advance civilization in recent years it is the emoji. It has elevated communication to whole new levels. Now we’ve reached the summit of language with this Titanium and Integrated Grand Prix project from CP+B that lets you order pizza with emoji. Not just any emoji of course. The pizza one. Another case of minimum effort for maximum Cannes glory.

I’m exhausted now so go and check out all the winners here – while I order a pizza.

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Sharper ideas

Hot on the heels of the One Show winners we now have D&AD pencil winners to admire. I’ve selected some of my favourites, ones that I haven’t shared here before…

Yellow pencil winners

Geico – Unskippable
The Martin Agency

Most pre-roll ads just beg to be skipped. But this one was designed to get the message across in a flash then make you want to watch the whole thing. They even created an extended version of one of the ads which I’m showing below. Can’t resist a naughty dog.

 

Issey Miyake – message
Tymote

Can’t find the full case video but this is a taste of a project developed in Japan with beautiful animated typography using Issey Miyake products so people could send customised messages.

 

White Pencil winners

Burger King – Proud Whopper
David the Agency Brazil

I love campaigns that piss people off. Especially ignorant bigots. It’s a super simple idea but really well executed. White Pencil winners are all about work for important causes. LGBT being the most fashionable one right now. Until Bruce Jenner makes us all sick of hearing about it.

 

Rainbow Laces
Lucky Generals

Another campaign supporting gay rights. It won’t change the mind of most morons but at least loads of brands get to show how politically correct they are…

 

Graphite Pencil

Luxottica – Penny the Pirate
Saatchi & Saatchi Sydney

Really smart idea to get young kids to have their eyes tested and to prey on the minds of paranoid parents.

 

Foxtel – Zombie Followers
Clemenger BBDO Sydney

I love anything to do with zombies so I had to choose this as my last selection. How to make maximum buzz with minimum bucks.

 

 

There were 5 Black Pencil winners. None I wanted to share here but check them out for yourself.

To me, D&AD is the ultimate award. Cannes has become ruled by scam. So congratulations to all this year’s pencil winners.

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One and only

The award season is in full swing and it’s interesting to see what is winning festivals like ONE SHOW to get a glimpse of who will be grabbing the lions in just over a month. I’ve chosen a few of my favorite GOLD PENCIL winners which I think will definitely be picking up prizes at Cannes.

Interactive Gold Pencil

Under Armour – I will what I want
Droga 5

Let’s face it, Gisele Bundchen doesn’t need the money. So when you see her doing a campaign like this you know that it’s because she believes in it. I love the way she kicks ass while all the internet trolls try to bring her down. Really empowering stuff.

Interactive Gold Pencil

Honda – The Other Side
Wieden and Kennedy

Some projects are famous even before they hit the judges screens at award festivals. I remember this one doing the rounds and being amazed how seamless and brilliant it was. One button interaction! You can’t get more user-friendly than that. www.hondatheotherside.com

Direct Gold + Best of Discipline

Sol de Janiero – Tattoo Skin Cancer Check
Ogilvy Brasil

This is a really smart idea. Young sun lovers are never going to get a skin check so how can we bring it to them? OK, so how about all the people who don’t get tattoos? I guess they are not cool so don’t deserve to be saved :-)

Mobile Gold Pencil

TeatreNeu – Pay per laugh
The Cyranos//McCann

I love the case video as much as I like the campaign itself. Maybe even more. But it’s interesting to see how broad the mobile category is now. This is a really smart idea especially for a country where the economy is bad and people want value for money.

UX/UI Gold Pencil

SNCF – The most serious game ever
TBWA Paris

Nice to see the UX/UI discipline being recognized because it can mean success or failure for any project. The challenge for the agency would have been to really get inside of the mind of this super-smart target audience. Not an easy task to do for most people working in advertising. Sorry.

Check out all the winners here and see which ones you think everyone will be talking about this year.

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Let’s get physical

We live in a digital world but we still go out and about or do other things than just sit glued to our screens. Yet we can’t help but be drawn to anything technological even when we are switched off. Here are a few examples of brands using digital in the physical world to engage with people as they go about their daily lives.

Netshoes, the biggest sporting goods store in the world with the smallest popup store

To promote its new mobile app, Netshoes, the largest e-commerce of sporting goods in the world, launched its first physical store. Opened at Oscar Freire, the main shopping street of São Paulo, the Netshoes Pop-Up Store made available over 40,000 products in a space slightly larger than a mini tablet, placed between two other stores. It was a great way to promote their online shopping app for mobile devices.

Ford Explorer’s Interactive Print Ads

Not the first time we’ve seen this technique but still a nice way to drive brand engagement and tell a compelling product story by combining print with mobile. With three separate print ads, people were encouraged to place their phone on the ad once they scanned the QR code. They then saw an interactive video demo of the SUV’s new features: Park Assist, Power Fold and Adaptive Cruise Control, in a way that looked like the print ad was coming to life.

Walkers Crisps put Gary Lineker inside a Twitter Vending Machine

As part of the Do Us A Flavour campaign, where the public was asked to come up with new varieties of crisps (sorry, it’s not chips, this is happening in England), Walkers Crisps put soccer legend Gary Lineker inside a Twitter-activated vending machine. Watch to see how people reacted as he surprised them with free packs of the 6 Do Us A Flavour finalists.

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The Power of E

Storytelling, it has been the buzzword for the past couple of years. Apparently we don’t produce campaigns any more. We tell stories. Our agency is full of storytellers now. If they lose their jobs they can always head down to the local library and read books out loud in the children’s corner. Personally, I feel that brand storytelling falls short. We need consumers to be part of the story and not just be observers. We need the power of E to help brands connect with their audience. We need people to EXPERIENCE brands, ENGAGE with them and be ENABLED.

It starts by understanding our audience, their behaviors, aspirations and triggers. With the internet, people are highly informed and opinionated. They influence others and are influenced themselves. With the data at our disposal now, we can gain some real insights into the people we want to connect with. We have to get creative about how we use these insights, not just to create campaigns but how we bring people along a path to a point where they buy and then advocate a product or service. As Jean Lin (CEO of Isobar) puts it, we have to “choreograph every step in the customer journey”. The Fiat Live Store from Isobar Brazil is a great example of experience, engagement and enabling people to take the next step towards purchase. It won a 2014 Cannes Innovation Gold Lion.

Brands need to provide experiences that are authentic and relevant. Every step from awareness to purchase and beyond is an experience that can be positive or negative. Technology has transformed how we communicate with each other and it has become the same with consumers and brands. Luckily we are at a point where technological maturity is allowing us to fulfill the ambitions that we had a few years ago but seemed impossible. We are seeing a convergence of physical and digital worlds. Online to offline and the reverse. As things to continue to advance we will see new exciting ways for brands to provide new experiences, ways to engage and increase enablement. Domino’s has been exploring new ways to make ordering a pizza more easily and seamlessly. As reported on the Verge website, “We live in an age of convenience, but it’s highly possible no company takes that more seriously than Domino’s. In addition to being able to order a pizza via voice commands, on your Android Wear or Pebble smartwatch, and even through Ford SYNC, you can now use your TV to get a pie delivered directly to you. Domino’s will now let you order a pizza from your Samsung Smart TV, a true revelation in the pizza-ordering ecosystem.

Samsung_SmartTVAgencies have to constantly question their relevance to clients. With some clients taking matters into their own hands an agency has to provide something the client can’t find on his own. Unilever is looking beyond the traditional network of agencies for the next big . The Unilever Foundry enables “innovative startups that are ready to scale up to partner with Unilever and its 400 brands in over 190 countries. The playing field is open. It’s up to agencies to push themselves beyond traditional ways of reaching customers”.

3c0e8d71_original

Forsman and Bodenfors are known for doing things first and their recent campaign for Åhléns, Sweden’s largest chain of department stores, is a great example. As reported by Contagious, they “wanted to raise awareness about its wide range of sustainable products, from kitchen wares to decorative furnishings. Working with Forsman & Bodenfors, Stockholm, the retailer kitted out an entire apartment with its Bra val (‘Good choice’) sustainable collection and then put the Stockholm flat up for rent on Airbnb. In November 2014, guests could book a night’s stay and try out the sustainable products”. You can watch the case video here. A future Cannes winner no doubt.

From the first step to the last mile, we need to think more about brand experiences, engaging with people and enabling them by constantly innovating how we think and execute work for clients. It’s much bigger and smaller than purely thinking about campaigns. It’s every way the brand speaks, acts and reacts.

 

 

 

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