Is Drake Killing the Album?


Is popular music killing the album? The latest project from Toronto rap artist Drake, entitled ‘More Life’, which dropped this week, is not an album or mixtape, but a self-described ‘playlist’. Is Drake’s adoption of the term a trendy technicality, the indication of a side project, or the signal of a wider shift in the music industry?

In the New York Times, Jon Caramanica writes that “the playlist suggests an aesthetic shift from the album, which in its platonic ideal form is narratively structured and contained, a creator’s complete thought expressed in parts. A playlist in the streaming era, by contrast, is a collection of moods, impressions, influences and references; it’s a river that flows in one direction, ending somewhere far from the beginning (if it ends at all).”

The idea that an album ‘ends’ is one that is being challenged. As the commercial focus of music shifts from selling physical vinyl and CDs to digital streaming services, the musical content of an album can become more fluid. After releasing ‘The Life of Pablo’, Kanye West continued to update the work, adding lyrics and tweaking the mix of what he described as a “living breathing changing creative expression”.

There’s also a business imperative to artists working with the idea of a loose collection of ‘moods’, which can be mixed, matched and tailored to a listener’s location, activity and preferences. Spotify is increasingly transparent about the importance of listening data to its advertising-heavy business model. In Quartz, Amy X. Wang describes Spotify’s “financial incentive to pry more deeply into users’ listening habits and sell ads aligned with their specific lifestyles”. It’s not unrealistic to imagine record labels prioritising the idea of an artist providing the ‘ingredients’ of a user-created playlist, over the complete artistic vision of an album’s narrative.

Do you agree? Would the reconciliatory ‘All Night’ from Beyonce’s album ‘Lemonade’ work without the burning anger of ‘Pray You Catch Me’? When was the last time you listened to an album in full? Let us know on Twitter.

Words by Erica Smith and Jed Carter.

This originally appeared in Moving World Wednesday 20170322.

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Our Marketing Manager shares her key takeaways from SXSW 2017


This was my first time attending SXSW and most likely won’t be my last. I spent a total of five days drinking the kool aid and here’s what I learned:

The explosion of influencers

One of the hottest topics was influencers. As more brands and VCs look to invest in this space, they are running into a major issue: authenticity. How can businesses ensure the experience is authentic? But also, how can they evaluate their ROI?

Businesses need to understand that influencers are known for who they are (they are made famous on social channels first and are self-built star) versus celebrities who are known for their work (and often made famous by more traditional channels such as TV, radio, etc.). Put inherent trust in the influencers your business hires. They should be real people with real experiences interacting with your products and your company. Just as brands need to distinguish themselves, so do influencers. As this space grows, consumers will be even more sensitive to highly produced content. Make sure the end results match your brand and your influencer’s brand. – This was from The Moral Code of Pay-to-Play Marketing panel.


‘A robot without a tool is like a car without tires’

You couldn’t throw a rock without hitting a talk, exhibition or demonstration around robots or AI at SXSW.

While robots will continue to be a tool for increased productivity, they will be made to collaborate with humans. Cobots are robots that will be careful of human safety, can work in unstructured environments and have a user interface to interact naturally with their human co-workers. – This was from the Democratizing the Industrial Robot talk with YASKAWA Innovation talk.

We saw the future of storytelling unraveled and pieced back together as we watched a film made completely by AI tools. It’s as dramatic as it sounds. From conception of characters, location, clothing, makeup to the casting of the actor and editing, AI tools such as IBM Watson, EEG, emotion recognition, MS Rinna chatbot etc. were used to create a ‘watchable’ film. – This was from Can a Film Made by a Machine Move You? panel.


Content is king, queen and all the other pieces on the board.

We are starting to see digital platforms such as Youtube, Facebook etc. incubate themselves. They are buying both content and creators. They are also making creative decisions from design to production. We predict that the logical next step would be to bring all elements of content creation and distribution in-house that is if they have not already begin to do so.

Where will content live in the future? Content creators are looking beyond legacy platforms like Facebook and Twitter. From interactive video storytelling, audio and voice recognition, VR/ AR / MR, live video and messaging (chatbots), content creators are looking to build monetization into “themselves” from day one. – This was from the Pop Tech: Marrying LA and SF panel.

sxsw_select_8The future of design is reductive?

From a smart but disgruntled attendee: The machine reduces me to data. Interestingly, this complaint set off a lively discussion.

We are in a lopsided moment where we have data but we are bad at doing something with it all. Except for advertisers. Advertisers, sneakily enough, are using data to adapt to consumers’ needs and wants. Although there is a lack of transparency around their usage of data, it’s scarily nothing new.

There is also the idea of thinking of your data-self as an extension and not a representation of you. As we continue to feed more data and more of ourselves into machines such as Google Home or Alexa, we’d have to accept the fact that we are a known entity. How can design tackle this issue? Is design still the reductiveness of noise and not possibilities? – This was from Innovation by Design: What’s Next? panel.

Tl;dr robots are here to stay. So are influencers.

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The Face of Real News

The Wall Street Journal

The Face of Real News

By putting all of their skill and energy towards the most insightful coverage in news reporting, our journalists are a perfect illustration of ambition. We have demonstrated this by creating illustrated murals and short animated films that bring to life the personal anecdotes told by our journalists, about their most notable and ambitious stories. We featured seven journalists and created :90 videos and still illustrations to bring to life their most interesting stories reported during their time at WSJ.
John Carreyrou /

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Dana Mattioli /

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Jerry Seib /

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Peggy Noonan /

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The post The Face of Real News appeared first on The&Partnership North America.

International Women’s Day at Jack

International Women’s Day gave Jack offices around the world inspiration and a platform to find their own unique ways to commemorate and celebrate women and their contributions all around the world.

Jack Morton New York

Many team members from Jack New York joined in the International Women’s Day Strike. And the office is confronting sexism with bumper stickers of quotes, slogans and provocative statements plastered across the office in order to #stickittosexism.



Jack Morton Hong Kong

Our Hong Kong office’s red, DIY Women of Wonder Wall celebrated women who inspire us every day. Some of our favorite leaders include Frida Kahlo, Mother Teresa and, of course, our team members’ moms!

Jack Hong Kong_Women of Wonder

Jack Morton West Coast

On International Women’s Day, several female team members were working on Google Next ’17. They wore red ribbons to commemorate the day, which inspired the client to ask for ribbons for their team as well. Their blog post photo was captioned, “Who run the show?! GIRLS!”


Jack Morton Singapore

Jack Singapore celebrated with team members Chen Yi Lim and Winnie Young featured as guest speakers at the IPG International Women’s Day event to inspire ladies to #BeBoldForChange.


Jack Morton Boston, Jack Morton Princeton, Jack Morton Dubai and Jack Morton London

So many of our offices took the simple step of celebrating the wonderful women in their lives–and their offices–by wearing red. Where we could we gathered to watch IPG’s Women’s Leadership Network webcast featuring Cindy Gallop, one of the most outspoken advocates for diversity in business, tech and advertising.


Equality is everyone’s business. And we have shown that we embrace this, taking time to reflect on and dedicate ourselves to the advancement of women–in the workplace and beyond.

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Google Exact Match Keyword Update: Implications for Brands

With insights from Andrea Mann, Group Media Director


In late April of 2017, Google will be updating exact match keyword requirements. This update will take effect as long as the meaning and context of the impacted keywords remain the same:

(1) The order of words within the query will not be a factor in Exact Match after the update
– “Grubhub order food” will now match to “order food Grubhub”

(2) Google will start ignoring prepositions, articles, conjunctions, etc. (i.e. a, the, of)
– “Grubhub order my food online” will now match to “Grubhub order food online”


The keyword update will allow consumers to connect more easily with brands, allowing them to find what they’re looking for based upon the intent of their search. In fact, brands may see an increase in exact match clicks on average while also maintaining comparable click through rates and conversion rates.

Most advertisers will find that they are matching to more queries without needing to actually increase the number of keywords in their Google AdWords account. If there are instances in which stop words or word-order alteration changes the overall meaning, then advertisers will proactively want to add those keywords as negatives.

Paying close attention to search query reports for a few weeks immediately following the update will allow advertisers to see which close variants they should map out.

For more information on Google’s exact match keyword update, contact Performics today.

Kombucha, Probiotics, and Plant-based everything—Oh My!

It’s been a week since brands and companies from across the globe unveiled their newest launches and innovations at Natural Products Expo West 2017. The dust has settled—though there may still be some sand in my suitcase from my West Coast jaunt—which means, it is time to reflect. So here goes, I’ve got my nitrate-free beef jerky and no preservative-added beet chips at the ready (spoiler alert: two huge trends) to fuel this recap.

First, we want to applaud all of our clients for truly leading the way in their respective categories. Just a few of the amazing launches and news unveiled by our client partners this year at Expo West:

  • Gaea has been changing how consumers define “authenticity” and “traceability” since they’ve entered the U.S. market from Greece. Gaea’s now giving other snack brands a run for their money by elevating the quality of the C-store product game. At Expo West, Gaea showed off its Gourmet Olives, available in two varieties: Green and Kalamata. Put your slurpees down, folks, get some real food in ya!
  • Munk Pack finally showed off the highly-anticipated MunkPack Protein Cookies. 18 grams of plant protein, and available in four delicious flavors: Coconut White Chocolate Macadamia, Double Dark Chocolate, Peanut Butter Chocolate Chip, Oatmeal Raisin Spice—lace up your hiking boots!
  • Viki’s Granola, the fastest growing granola company year-over-year, is branching out—or should I say barking out? Viki and her team announced the upcoming launch of new product line, Granola Bark, at the show—four delectable flavors: Original, Banana Crunch, Citrus Explosion and Blueberry Blast (Banana Crunch is my fave!)
  • Carrington Farms, long-time maker of the most innovative and dependable health food products gave show attendees a sneak peak of the incredible rebrand that the brand is rolling out in weeks to come. The new packaging and new products were amazingly well received – we can’t wait to show off the new look soon!
5WPR public relations

My fellow Expo Warriors aka pro trendspotters and taste testers checking out our client NeoCel’s newest launch! (Dara Busch, EVP of Consumer Practice and Elizabeth Minton, VP of New Business Development)

Walking the show felt like navigating an adult version of Disneyland (which, by the way, runs fireworks every night at 10pm—I learned this the hard way in my Anaheim hotel). Whether you were weaving in between the Davids or the Goliaths of the tradeshow, one thing was clear—innovation led the way in the fight for shelf space. The overall food market is flat, but natural and organic was up 7.7% in 2016¹, and the state of the industry couldn’t have been more obvious in the buzzing halls of the show.

Food & Beverage Trendspotting at Expo West 2017—what made a splash:

  • PALEO – As someone who has “gone paleo,” I was delighted to see that you couldn’t walk a few booths without seeing the word “paleo” on packaging. One of my clients’ after the show said, “is Paleo still a thing?” Answer: yes. The marketplace for the Paleo Certified stamp of approval is booming. Even non-paleo brands have begun to “clean up” their acts, removing additives and unnecessary ingredients. Think: bone broth, coconut wraps, pure maple water, almond flour, and paleo jerky sticks.
  • PROBIOTICS – Walking the show floor, I think there was an hour stretch where I took a probiotic shot, drank probiotic juice, and topped off a breakfast taco with probiotic hot sauce (which by the way was delicious). The probiotic train has left the station and there are no signs of slowing down.
  • PLANT-BASED – Given that there are hundreds of rows on the show floor, it’s typically hard to reach a consensus of opinion on what booth was most popular, but this year, everyone I talked to said the same thing: Beyond Meat was the “it” booth. Perhaps it was due to the fact that Beyond Meat was serving up the plant-based burgers in a fully functional diner style flat top, or perhaps it was just that they were on trend with the ever-growing trend and category of plant-based products. Plant-based milk topped $4.2BB in 2016², plant-based cheese generated 31.4% growth in the natural channel and 18% growth in all channels³, and plant-based meat sales exceeded $606MM in the 52 weeks leading up to Jan 22, 2017⁴.
  • DOING GOOD – More than ever before, we saw “1-for-1” Give Back Models and brands that proudly pushed social missions and CSR efforts. Case-in-point: we saw a snack bar brand called “This Bar Saves Lives,” the motto is “buy a bar, feed a child.”
  • FUNCTIONAL RTD BEVERAGE CATEGORY – We saw “superpower tea with ginseng,” caffeinated water, probiotic water, drinking vinegars, and kombuchas. We saw beverages that had a long check list of why you should be drinking them besides for hydration. Functional RTD Beverages game was on fire. If you want hydration with a side of wellness, energy, digestive support, or more—check your grocery aisles out.

As a consumer, I’m hungry for some of these launches to hit market. As a publicist, I’m excited to give editors and producers the scoop on what I know readers and viewers want more of lately. As part of the industry community, I’m so proud of companies and brands for upping the ante and keeping each other honest. The direction the industry is going in is incredibly exciting—how could it not be, when Oat Milk, Vegan Buffalo Wings and Probiotic Hot Sauce are in my shopping cart?

The post Kombucha, Probiotics, and Plant-based everything—Oh My! appeared first on 5W PR News and Updates, NY Public Relations Agency Blog.

Flexible working, just an employee perk or a business benefit too?

It’s fair to say that these days most employers accept the need for some flexibility in the workplace, whether it’s allowing staff to work from home to wait for a delivery, or not returning to the office after a meeting. But is there an argument to suggest that flexible working can be more than simply an employee benefit and that a flexible working strategy can be beneficial to your business as well?

The workplace flexibility movement began years ago when many organisations launched talent initiatives to accommodate working mothers. Over time though, flexibility options have mushroomed: from compressed workweeks to job sharing, to adjustable schedules etc.

Being a millennial myself, you won’t be surprised to hear that an organisation that offers flexible working hours is appealing to me. But as a millennial I am not alone in this thinking. Organisations now span four generations— Baby Boomers, Generation X, Generation Y and the incoming Gen Z-ers, each with different leadership, communication, working, and learning styles, but what we do have in common is a desire for more workplace flexibility.

Moving away from the traditional 9-5 doesn’t mean employees are any less committed to the success of their organisation; in fact, it’s quite the opposite, flexible working can mean greater quality and productivity. And if your workforce is more productive then surely your business will benefit?

The business benefit

From its birth as an employee entitlement, workplace flexibility has grown to become a requirement for organisations that want to make the most of its people’s productivity.

The most successful businesses and teams have the ability to get the most out of the people they have. There is a limit to the number of hours in a week and a limit to the number of people you can employ, so making sure this input works as effectively as possible is one of the key factors to improving productivity and, ultimately, success.

With flexible work schedules, employers experience these benefits:

  1. Reduced absenteeism and sickness
    A study from Sweden’s Karolinska Institute points out that while poor health causes employee absence, being ill does not have to result in employees being absent from work. It suggests that more flexible working options could mean less sick leave, and less absenteeism if illness is managed in a way that is better for employers and employees.
  2. Encourages dynamism in your business
    Having a team who are in and out of the workplace at different times of the day and working remotely at others means your company is always on the move. Staff and employers are not getting entrenched in a particular way of working.
  3. Increased employee morale, engagement, and commitment to the organisation
    All employers want a motivated and productive workforce and flexible working can promote this. Studies have shown that flexible working means your workforce are happier and less stressed and this means you don’t have as much sickness absence to deal with.
  4. Reduced turnover of valued staff
    If your staff are happier in the workplace then this is one of the things that can boost your staff retention. Recruitment can be an expensive and time consuming process. Retention also allows for continuity in the business.
  5. Increased ability to recruit outstanding employees
    Staff retention is great but all companies need to recruit new staff occasionally. Offering flexible working can make your company more attractive to potential employees. Having a reputation for flexible working can give your organisation an advantage and help to tempt the best talent to apply for your roles.
  6. Fosters better customer loyalty
    If your company has a reputation for flexible working customers also appreciate this. These days people like to know they are buying from companies that care about their employees and the community. Flexible working shows customers that the company tries to take staff needs on board. You are seen as a progressive, forward thinking company.
  7. Gives staff more control
    Flexible working gives staff a feeling of having more control over their work time and free time. This means they are more willing to work under their own initiative and are often more prepared to go the extra mile.

Not all flexible working ideas will work for every company, but the basic foundations are the same. Whatever the size of your company; trust, communication and technology are all vital for a successful strategy. The benefits of flexible working depend on the nature of the business. How it operates, what its customers need and how its people work but it’s likely all companies will see the impact of having an engaged and happy workforce will have on its productivity.


Stats – can we do a nice infographic for the article using this data?

  • Women without children would rather have more free time than make more money (68 %)—even more than those with children (62%).
  • 40% of professional men work more than 50 hours per week. Of these, 80% would like to work fewer hours.
  • One in five employees cares for elderly parents, a number that could increase to almost half of the workforce over the next several years.
  • By 2025, Gen Y employees, will grow to represent 75% of the workforce. For this emerging generation, work-life fit is valued more than compensation growth or skill development.
  • 92% of Millennials say that flexibility is a top priority.
  • 45% of working parents are very concerned about having more time to spend with their families—and that number increases to 72 percent for those who are simultaneously balancing parenting and care giving responsibilities.
  • 58% of UK workers think the traditional office will not exist by 2020.
  • Flexible working has a significant influence on loyalty, with 81% saying it would make them more likely to stay with their employer.
  • 65% of employers said flexible working had a positive effect on attracting talent and keeping people long term, saving on recruitment, induction and training costs.

The post Flexible working, just an employee perk or a business benefit too? appeared first on Tonic Agency.

Who guards the guards?

Last week, Experience Planners Julia and Natalie went to a talk on the ethics of behavioural science with some of the field’s biggest names.

The brief is simple, one hour to write a blog post, let’s go…

After a slow start and so, an extra wine, the talk kicked off with panelists giving their views on how to be ethical within the practise of behavioural science, immediately getting us thinking, who decides what is classed as good behaviour and what is not? One of the panelists Emily Haisley, Investment risk and Behavioural finance Director at BlackRock argued that if you can help people fully comprehend the decisions that they’re making and the consequences of that decision, then they tend to make better decisions and feel happier about them. Nudging them into a state of knowledge and empowerment means they’re in control of their decisions and are more likely to make decisions in the state of System 2.

System 1 and System 2 are our mind states when making decisions, System 1 is our emotional, impulsive state and System 2 is our rational, analytical state. Decisions made in System 2 are seen as morally more acceptable, but this may not always be the case.

So does targeting our System 2 state of mind mean we can drive genuinely positive behavioural change? Even when the ambition of a product fits squarely into what the wider society deems to be a positive, the outcomes can still be surprising. Using the example of the Fitbit, where people have chosen to be told about the number of steps they are taking a day, trying to nudge them towards daily targets, people with trackers actually lost less weight than those without. Regular reminders of how active they’ve been helped may have justified the extra slice of cake! Even when fairly confident about the positive nature of a nudge the outcome could still turn negative.

Another perspective was that we should educate people and children on how to recognise nudges, however this was shot down by nearly all the panelists as they themselves admitted that recognising nudges doesn’t stop you being influenced by them.

Looking to traditional advertising, we’ve long been comfortable using persuasive tactics to talk to our audiences. We use content and imagery to sell a lifestyle, we use language and emotions to encourage people to spend their money! Framing and social proof, chunking and default choice are all tools we use regularly in the design of everything from digital platforms to above the line advertising. We rely on regulations to define what is fair, but often it’s down to the team or individual to decide what’s right.

If we look to social media, there is an abundance of talking, sharing and posting, arguably manipulating and forming our point of view with stories and facts that may not even be true. ‘Fake news’ and clever algorithms mean our individual news sources can be hugely contrived and our exposure to differing opinions becomes extremely narrowed. Is that ethical? Should Facebook regulate further? Should the government then regulate Facebook?

When working on a campaign to reduce littering no one has any problem with us using behavioural science to drive change, no one will ever complain if we try and increase rates of recycling, but how do we define what is right? Whose needs are more important than others? Which causes get ticked off as ‘good’? And who gets to make that distinction?

Essentially, who guards the guards?