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.

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.

[Vlog] 5 Tips to Hiring an Agency

In this vlog we address an FAQ by CEOs, directors, managers, solopreneurs and university students after completing a deep dive into the many facets of digital marketing. “How do I hire an agency to help me?” These are our top tips. Heads up: These also work if you’re looking for a good agency to work for. #1: Look […]

The post [Vlog] 5 Tips to Hiring an Agency appeared first on 97th Floor.

The Chief Creative Job Has a Murky Future at Big Brands


A crowd gathered in Minneapolis last week to watch a panel discussion on the rise of the chief creative officer. Creative had been making a move into the C-suite at big marketers including Best Buy, Target and General Mills in recent years. Planned since the fall, the event drew more than 120 attendees from both agencies and brands.

There was only one problem: By the time the program began, two of the three speakers had left their CCO roles.

In the last five years, the role of a top creative at companies has been gaining ground as a brand necessity, especially as the scope of CMO responsibilities have widened. Yet the last two months have seen the two high-profile departures in Tom Nowak, CCO at Best Buy since 2015, and Michael Fanuele, CCO at General Mills since 2014. As brands struggle for a balance between science and creativity and manage costs accordingly brand innovation jobs are in an uncertain place.

Continue reading at AdAge.com