Just another HSE Cake weekender

Despite Arsenal winning, the FA Cup final felt like it got it’s mojo back

We worked with EE and YouTube influencer Callux to highlight EE’s sponsorship of Wembley, promote their JustEat collaboration and create a fun piece of content which saw him and 4 of his fans have a sleep-over at Wembley the night before the FA Cup final. His video went live on Saturday night at 7pm and has since had over 850,000 views. Give it a watch: https://www.youtube.com/watch?v=-C3mbYklt2c

We also supported the FA’s alternate broadcast, offering special behind-the-scenes content and commentary by two influencers, along with special guests including Callux, all live streamed to the FA TV YouTube channel, with EE as the lead partner. It’s clocked up over 115,000 views: https://www.youtube.com/watch?v=TlHIHetekG8

Then, we were straight back to work at Paddington Station this morning to celebrate the launch of the first Paddington 2 trailer. There’s a screen in a giant suitcase and lovingly made ‘2’ shaped marmalade sandwiches. 

If you head out from Paddington Station this evening make sure to keep an eye out for it. The sandwiches have gone though…

Friday Reading #96

Anyone who’s been anywhere near Goodstuff’s social channels for the last few weeks will be sick and tired of hearing us constantly wanging on about the Media Showcase by now, but rest assured this is the last of it for another year. Wednesday evening’s event was by all accounts a barnstorming success. There was a magician, live comedy, an Indian grandmother on Skype, £2m in Channel 4 media value offered for great ideas to show disability in a positive light – and Simeon even managed to get a few laughs in. 


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Struggling to come up with that mind-bending insight for
your brief? Send out a survey! Need to understand what consumers love about a
product? Send out a survey! Not sure what to get for lunch? Send out a survey!
A dozen or so services allow surveys to be created and sent out to the world
and their mum in a few minutes, making the survey one of the easiest and
simplest ways of analysing a problem – getting lots of other people to do it.
But are we falling into traps with creating surveys, and does their ubiquity
breed bad and lazy habits?

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We all know what it’s like when one person in the office
gets ill – half the office go down one by one. Swabs collected by the London
Met university have revealed 121 different types of bacteria across all of
London’s tube & transport systems.  Ever wondered why some people don’t
ever get struck down by the mystery illness at work? Well maybe it’s because
they take the Metropolitan line (or they probably cycle) which was revealed as
the cleanest line. In comparison the Victoria line was found to be the
dirtiest
, even harbouring a deadly superbug. If that’s not enough to make you
take up cycling we don’t know what is.

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AI might not be taking over the globe quite yet, but a domination of the world of Go (a traditional Chinese board game) could well be underway. On Monday, Ke Jie (the reigning #1 Go player in the world) sat down with a slightly unusual opponent – AlphaGo, an algorithm developed by British company DeepMind which also defeated Korean legend Lee Sedol just over a year ago. Despite a $1.5m prize on the table, Ke failed to topple his digital opponent, who took a convincing victory.

It’s an interesting experiment, but one that could have more significant implications outside of Go – for instance, as the machine continues to learn and develop, DeepMind are confident it could contribute massively to the world of medicinal and scientific research.

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Launching a newspaper ain’t easy these days, circulations are down and the most recent attempt, Trinity Mirror’s The New Day, went into a death spiral after just nine weeks. So it comes as something of a heartening surprise that after almost a year, The New European – a title which was only ever intended to last four weeks, is still going strong. Mediatel have sat down with editor Matt Kelly, who suggests it’s the built in obsolescence of their model taking the commercial pressure off which has helped them. Having a clear positioning also no doubt contribute – in a post Brexit political world where the left/right divisions are less clear, a paper resolutely for the 48% has a clarity which The Guardian’s requirement for neutrality leaves open on the Remain side of the debate.

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Google Street View is such an integral part of how we find out way around the world, it’s perhaps surprising that it celebrated it’s tenth birthday yesterday. But beyond aiding house buyers everywhere, Street View’s vast omnipresent image archives have proven to be a powerful source of inspiration for artists. Fast Company have collated some of the more interesting and varied works based on the all seeing eye of the big G – from serendipitous moments, to intentional performances, and enormous curation projects.

It’s not often you hear stories about new media brands coming onto a monolithic platform like YouTube and not crashing and burning. But the story behind how Vox Media built a channel that now has 2.2m subscribers and nearly half a billion total views is an interesting read over at DigiDay. Their short, well-produced and insightfully explained videos have captivated viewers’ attention all with a simple ethos.

4 Highlights & Lessons Learned from eMetrics 2017

Last week, I had the privilege to not only attend, but also speak at the eMetrics Summit in San Francisco. The summit, which is in held in concert with Predictive Analytics World, brings together marketing analytics practitioners and experts to discuss hot topics around the impact of data and technology on marketing ROI.

Having attended this summit in the past, I had high expectations and this year’s event did not disappoint. The agenda covered everything from propensity scores, homegrown data capture and analytics stacks, data storytelling and a great talk on personalization measurement (given by yours truly).

While I could write a novel on the things I learned by attending the summit, I wanted to provide a quick run through of the some of the highlights/lessons learned from the 2017 eMetrics summit.

1. A Stronger Focus on Women

  • This year’s eMetrics summit was all about us ladies! Not only were roughly 95% of the speakers women, but this year’s event also featured a great “Women in Analytics” lunch featuring Carla Borsoi (VP of Marketing, Nima). Carla’s presentation touched on various issues women within the data and analytics field encounter on a regular basis, and gave advice for building a meaningful career while moving up the career ladder.
  • Key points and takeaways: Insist on being in the room and a part of the meeting – step in and own your expertise.

2. There is Still a Need to Champion Data and Analytics

  • Even with the sophistication of data, those outside analytics teams don’t understand the process of data storytelling or often times underestimate its need. To ensure steady progress, there are needs for members of organizations, big and small, to continue education on the role of data.
  • Key points and takeaways: Showing how data helps drive outcomes is a great way to champion analytics for stakeholders.

3. Everything Deserves a Hypothesis:

  • I loved all the talk about the importance of having a hypothesis and what that means for digging into data. This is something I touched on in my presentation and heard about in several other sessions.
  • Key points and takeaways: Gather smart people to build your list of hypotheses, and remember that the list should be MECE: Mutually Exclusive, Collectively Exhaustive.

4. Personalization Measurement Tips and Tricks:

  • Did you know that 30% of marketers cite measuring ROI as one of the top blockers to personalized marketing? During my eMetrics session (yes, I had to include myself on this list), I spoke about how listening to your data and developing a hypothesis helps marketers figure out what to baseline, how they want to personalize and what to measure to prove personalization success.
  • Key points and takeaways: Knowing personalization can help drive objectives across all industries, everyone wants to personalize. However, marketers aren’t implementing personalized marketing because measuring impact is cited as a top challenge. We need to measure personalization through the process of developing a hypothesis, baselining and measuring against the key metrics defined through hypothesis development.

My trip to the west coast for this year’s eMetrics Summit was an amazing experience. As a marketing strategist, it was inspiring to mingle with fellow marketing practitioners and experts, especially with such a large percentage being women. And though I’ve enjoyed attending the summit in year’s past, it was an honor to be selected to present and share my insights with those in attendance this year. I can’t wait to see what 2018 brings!

Want to know what Genuine’s been up to? Read more on our blog.

The post 4 Highlights & Lessons Learned from eMetrics 2017 appeared first on Genuine.

VR/AR Experience Bring M&Ms Event to Life

To commemorate M&M’s 75th Anniversary, Mars launched a yearlong campaign celebrating the world-famous “melt in your mouth, not in your hand” candy. To get attendees of the M&M’s experience up close and personal with the legendary brand, Genuine helped create “Home Sweet Home,” an augmented reality activation allowing users to “virtually” walk through the door of each M&Ms spokescandies’ fictitious apartments in New York City. The Home Sweet Home experience allowed users to explore six featured apartments belonging to the respective M&M spokescandies, each created with its own flair featuring items that paid homage to iconic M&M’s campaigns spanning 75 years.

Read more about Genuine’s activation recently featured in EventMarketer.

The post VR/AR Experience Bring M&Ms Event to Life appeared first on Genuine.

New office. New home.

I’ve just realised that we’ve been in our ‘new’ building for 2 months now. Everyone seems to like it here. Not least because we have windows. Windows that let actual sunlight in – which is a big improvement on the last place. Visitors tell us it’s a great space when they see it. Clients want to have meetings here, even when we’re not in them. And the lunch options are never ending. The big things are all set up now. We have doors on the meetings rooms (we didn’t for the first month), the IT works (we had no internet cable for the first 3 weeks) and the sign is up in reception. So now the hardest bit of any move, we need to make the place really feel like home.

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I’m looking forward to seeing the personal touches coming through. Things on walls and desks that remind us what we do, and who does it. Mess that isn’t just moving in mess. Stuff that gives a sense of the agency’s character and of the people who work here. That says this is a creative, interesting place to be. I suppose we just need to start creating the stories and memories of what has happened here, so it becomes more than just a ‘cool office’. And that’s the fun bit.

Friday Reading #95

The big day is almost here, Simeon has just about recovered and next week it’s time again for the Goodstuff Media Showcase! We’re bringing together a raft of the UK’s most innovative and forward thinking media owners to pitch their best creative opportunities to a room full of the finest independent creative agencies in the UK. Last year we had a brass band, a 3D audio experience, a new newspaper launch and ITV offering £1m worth of bets to launch their horse racing coverage. This year? Well, as our boys on the door might say, “if your name’s not down you’re not coming in…”


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Anyone familiar with the glory days of Gran Turismo on the PlayStation will remember the addictiveness of racing against a virtual ‘ghost’ car from your fastest lap. Being able to see a virtual version of yourself in real time is motivating in a way a ticking countdown never quite manages to be. Google Glass offered a tantalising glimpse into the potential to bring this to real life, but it never quite lived up to the promise. Nike have done away with the Star Trek glasses but managed to keep the motivation with their new running track installation in Manila. A huge wall of LED’s circles the track, matching the pace and movement of each runner with a beautiful visualisation of coloured particles, helping to keep them on the pace in a race against themselves.

image

With publishers increasingly reliant on social to drive
site traffic, the homepage has fallen out of fashion and favour. Vice however,
is aiming to bring the front page of the website back in vogue by treating it
in the same manner as a magazine – bringing a blend of written and video
content based on a single topic. Vice are hoping that a magazine format based around core content will give their users a
deeper and more meaningful experience of the brand. Check it out here.

image

To highlight the effect of Alzheimer’s, song recognition app
Shazam was struggling to remember song titles throughout April. “The Day Shazam
Forgot” was a smart attempt to raise awareness of the effects of the illness. When the
app eventually gave the users their long awaited answer they were driven
to learn more about the illness and donate to the cause. It was aimed to be a
thought provoking piece delivered in a simple way to educate, particularly a
young audience, about the effects of Alzheimer’s.

Ever wondered how YouTube is able to recommend you new
videos everyday? If you don’t know, you’re in luck, because neither does
Google! Youtuber Tom Scott breaks down how neural networks have allowed
Youtube’s video recommendation algorithm to constantly change and refine itself
to, what the implications are for the business and the recent controversy, and
how it keeps them on the right side of the law.

Friday Reading #95

The big day is almost here, Simeon has just about recovered and next week it’s time again for the Goodstuff Media Showcase! We’re bringing together a raft of the UK’s most innovative and forward thinking media owners to pitch their best creative opportunities to a room full of the finest independent creative agencies in the UK. Last year we had a brass band, a 3D audio experience, a new newspaper launch and ITV offering £1m worth of bets to launch their horse racing coverage. This year? Well, as our boys on the door might say, “if your name’s not down you’re not coming in…”


image

Anyone familiar with the glory days of Gran Turismo on the PlayStation will remember the addictiveness of racing against a virtual ‘ghost’ car from your fastest lap. Being able to see a virtual version of yourself in real time is motivating in a way a ticking countdown never quite manages to be. Google Glass offered a tantalising glimpse into the potential to bring this to real life, but it never quite lived up to the promise. Nike have done away with the Star Trek glasses but managed to keep the motivation with their new running track installation in Manila. A huge wall of LED’s circles the track, matching the pace and movement of each runner with a beautiful visualisation of coloured particles, helping to keep them on the pace in a race against themselves.

image

With publishers increasingly reliant on social to drive
site traffic, the homepage has fallen out of fashion and favour. Vice however,
is aiming to bring the front page of the website back in vogue by treating it
in the same manner as a magazine – bringing a blend of written and video
content based on a single topic. Vice are hoping that a magazine format based around core content will give their users a
deeper and more meaningful experience of the brand. Check it out here.

image

To highlight the effect of Alzheimer’s, song recognition app
Shazam was struggling to remember song titles throughout April. “The Day Shazam
Forgot” was a smart attempt to raise awareness of the effects of the illness. When the
app eventually gave the users their long awaited answer they were driven
to learn more about the illness and donate to the cause. It was aimed to be a
thought provoking piece delivered in a simple way to educate, particularly a
young audience, about the effects of Alzheimer’s.

Ever wondered how YouTube is able to recommend you new
videos everyday? If you don’t know, you’re in luck, because neither does
Google! Youtuber Tom Scott breaks down how neural networks have allowed
Youtube’s video recommendation algorithm to constantly change and refine itself
to, what the implications are for the business and the recent controversy, and
how it keeps them on the right side of the law.

Friday Reading #95

The big day is almost here, Simeon has just about recovered and next week it’s time again for the Goodstuff Media Showcase! We’re bringing together a raft of the UK’s most innovative and forward thinking media owners to pitch their best creative opportunities to a room full of the finest independent creative agencies in the UK. Last year we had a brass band, a 3D audio experience, a new newspaper launch and ITV offering £1m worth of bets to launch their horse racing coverage. This year? Well, as our boys on the door might say, “if your name’s not down you’re not coming in…”


image

Anyone familiar with the glory days of Gran Turismo on the PlayStation will remember the addictiveness of racing against a virtual ‘ghost’ car from your fastest lap. Being able to see a virtual version of yourself in real time is motivating in a way a ticking countdown never quite manages to be. Google Glass offered a tantalising glimpse into the potential to bring this to real life, but it never quite lived up to the promise. Nike have done away with the Star Trek glasses but managed to keep the motivation with their new running track installation in Manila. A huge wall of LED’s circles the track, matching the pace and movement of each runner with a beautiful visualisation of coloured particles, helping to keep them on the pace in a race against themselves.

image

With publishers increasingly reliant on social to drive
site traffic, the homepage has fallen out of fashion and favour. Vice however,
is aiming to bring the front page of the website back in vogue by treating it
in the same manner as a magazine – bringing a blend of written and video
content based on a single topic. Vice are hoping that a magazine format based around core content will give their users a
deeper and more meaningful experience of the brand. Check it out here.

image

To highlight the effect of Alzheimer’s, song recognition app
Shazam was struggling to remember song titles throughout April. “The Day Shazam
Forgot” was a smart attempt to raise awareness of the effects of the illness. When the
app eventually gave the users their long awaited answer they were driven
to learn more about the illness and donate to the cause. It was aimed to be a
thought provoking piece delivered in a simple way to educate, particularly a
young audience, about the effects of Alzheimer’s.

Ever wondered how YouTube is able to recommend you new
videos everyday? If you don’t know, you’re in luck, because neither does
Google! Youtuber Tom Scott breaks down how neural networks have allowed
Youtube’s video recommendation algorithm to constantly change and refine itself
to, what the implications are for the business and the recent controversy, and
how it keeps them on the right side of the law.

4 Takeaways & Life Lessons from Technovation 2017

Technovation 2017This past weekend, I had the honor of judging MassTLC 2017 Technovation Challenge. Saturday’s event was a regional pitch event, part of a larger global challenge that arms girls 10-18 years old with the necessary skills and know-how to become entrepreneurs and leaders within the tech and startup industries. Teams came from Massachusetts and Rhode Island eager to present new mobile app ideas ranging from bullying prevention to lobster trap tracking, all of which identified a solution to better the world we live in today and boy, was I inspired!

Mobile Applications Of course, when you spend a day seeing strong, intelligent girls from New England talking about mobile apps and business plans rather than prom dates and Tiger Beat (who knew this still existed?!?), you can’t help but feel all the feels!

The program has had more than 10,000 girls from 78 countries participate globally over the last 7 years, which has resulted in 26% of its alumnae going on to major in Computer Science in college.

There were several lessons that Technovation teaches young women in today’s unpredictable and competitive world that are good
for us all:

1. Become actively involved in the world around you (early and often)

It’s no wonder one of the sayings at Technovation is “Love the Problem.” These girls immerse themselves in a problem the world currently faces in order to address it in a meaningful way. Being truly passionate about change and finding unpredictable solutions is at the heart of what separates the good from the great – and we could certainly use more female leaders like this in the years to come.

2. The best ideas come when you step outside your own bubble

This year’s junior and senior winners of the regional pitch event in Boston both stood out to us because their idea wasn’t necessarily expected from a group of teenage girls, building an app for lobster trap and beehive tracking (respectively). What sold us on their mobile apps was how it empathized with an audience unrelated to their own familiar circle. They talked to fishermen/beekeepers and rooted their idea in others’ needs. Marketers with even decades of experience can lose sight of this principle and fall prey to “me”-search (“I think _____ therefore everyone else does, too.”)

3. Have confidence and conviction in your idea (it’s really all that matters)

Knowing how hard it is to be confident as a young girl, there is no bigger pressure test for confidence than pitching your own ideas in front of a room full of people and a judging panel. But, these girls had no trouble sharing their research, rationale and getting us on board. Believing in what you have to say and delivering messages with impact is a learned skill and these young ladies really stepped up.

4. Inspire everyone around you (it’s not just about you)

Courtesy and encouragement is expected at an event like this, but we were truly inspired by how the participants really backed each other up throughout the pitch process. Each girl clearly had their own specialty, and the others respected them for it. It’s a great reminder from these talented young ladies that we don’t always need to be at the center of discussion; lift each other up and everyone comes out on top.

It was an honor to be a judge at this year’s regional pitch event — shout outs to the middle school and high school girls kicking a** and taking names as the Technovation challenge continues worldwide!

Want to know what Genuine’s been up to? Read more on our blog.

The post 4 Takeaways & Life Lessons from Technovation 2017 appeared first on Genuine.