Sense’s Wrap Up London charity campaign shortlisted for Campaign Event Award

This year’s Campaign Event Awards, which celebrates the best work in experiential marketing and brand experience, features a new category Experience for Good, and Sense’s Wrap Up London charity campaign for Hands On London has made the winners’ shortlist.

This new category is for campaigns promoting a good cause and few could be as important as saving the lives of vulnerable people at Christmas, which was the aim of Wrap Up London. Managed by charity Hands On, Wrap Up London is launched each winter to encourage Londoners to donate their old coats to people in need to help prevent cold-related deaths. In 2017, 20,000 coats needed to be collected, a 50% increase over 2016.

“Our solution was to wrap up London’s most famously exposed residents – its statues!” explained Sense Deputy Managing Director Lou Garrod. “We toured the capital clothing iconic figures in toasty red parkas, including statues of the refugee children of Liverpool Street and ambassador for youth addictions, Amy Winehouse. Each statue was wrapped up nice and warm, each with the charity call to action stitched in as a label. Branded comms supported the initiative.

“Millions of Londoners who had passed these statues on auto-pilot almost every day of their lives did a double take. The message was so clear it needed no explaining – just when and where to leave unwanted coats.”

The campaign was highly successful, with 24,109 coasts being donated to help London’s most vulnerable people.

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Doctor Strange Takes Over Marvel Studios With Augmented Reality

To celebrate a decade of Marvel heroes in cinema, Marvel Studios: Ten Years of Heroes exhibition was launched at the ArtScience Museum in Singapore.

The exhibition which launched in June 2018, promised to take fans ‘up close and personal’ with every aspect of the Marvel Universe. From a dance-off with baby Groot to an Iron-Man replica standing at over 16 feet tall – Marvel definitely kept their promise. The tech-driven exhibition even boasted an interactive activation giving fans the opportunity to open a time portal – just like the hero Doctor Strange!

 

Augmented Reality Doctor Strange Marvel: 10 Years of Heroes

In collaboration with Beast Kingdom, we re-versioned our pre-existing application from a previous interactive experience, for the new Doctor Strange exhibit.

Augmented Reality Doctor Strange Marvel: 10 Years of Heroes

In the exhibition, users were invited to ‘stand here to control reality’ with a glowing green rune displayed on the screen. The gesture-based experience got users to draw a circle in the air with their hand in order to spin the rune and reveal the burning portal. As the portal opened, it revealed a live camera feed from another location at a nearby Mall. A temporary bridge was created connecting the two locations for a few seconds before the portal closed.

Augmented Reality Doctor Strange Marvel: 10 Years of Heroes

By using augmented reality we were able to bring the powers of Doctor Strange to life, offering the public a chance to try their hand at being the Earth’s Sorcerer Supreme. Digital technology has become a powerful tool for the entertainment industry, not only does produce some of the best creative campaigns, but it can also be used to heighten an audience’s interaction with a brand. Previously, fans of the Disney Marvel movies could only dream of having powers like Doctor Strange’s – but creative use of technology made those dreams into a reality.

 

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The 6 Stages In The Evolution of AI and Customer Experience

Guided Selling and Medium cited Integer’s artificial intelligence research in “The 6 Stages In The Evolution of AI and Customer Experience.”

Customers want your business to use Artificial Intelligence (AI) to improve their experience and make their life easier — even if they don’t know what it is or what it does.

8 out of 10 businesses have either already implemented AI (37%) or are planning to adopt it by 2020 (41%). They understand that they must enable AI-powered experiences to better serve customers and to keep up with competitors.

But even with adoption and interest being as high as it is, we’re just at the beginning of the AI journey.

Click HERE to read more.

Mini Jacks were back, freshening up the office with greenery and energy!

Jack Morton excels at creating extraordinary experiences for our clients. We did the same today for our team members’ children, taking them on a wonderful journey for “Take Your Kids to Work Day”. These kids overwhelmed the office with their laughter and joy.

Living in an urban jungle like Hong Kong, our event organizing team decided to take the children on a journey into nature. The event started with plant pot decoration, followed by a handcraft section of leaf print invitation cards, and ended with a healthy fruit buffet with all of our big Jacks.

The kids wielded their creativity throughout the activities. They dressed the yogurt containers up with unexpected materials such as pasta and stones with a touch of color paint. After planting into their containers, they had their own unique plant pot as souvenirs from the day.

To also engage the big Jacks from the office in this green party, our mini Jacks received another task. Invitation cards were made into badges and decorated with leaves and paint. They then badged the big Jacks with invitation cards, “commanding” them to leave the office desk and join the feast.

As people devoured the delightful buffet, the event came to an end. With the refreshing vibe still floating in the air, the kids left the office with fulfilled smiles.

Without a doubt, both mini Jacks and big Jacks are already looking forward to the next “Take Your Kids to Work Day”!

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How to Use REGEX Formulas in Google Sheets

Handling big sets of data to analyse is quite normal if you work in SEO. On a regular basis, either in Google Sheets or Excel, I use formulas such as vlookup, index, iferror, and the list goes on, to sort quickly through endless data. Not only are they fundamental for my survival as an SEO analyst, I often still have to refer to the Distilled Excel guide to achieve what I want. But sometimes, these functions are just not good enough. They’ll do the work, but the time it takes to set them up makes me question whether I am actually working faster.

Thanks to a recent outstanding presentation delivered by Robin Lord during a digital marketing Meetup event at Distilled, I was introduced to the world of Regex. Regex is a matching expression tool returning specific values, for example, true or false, whether it finds the expression or not. It can be used on many platforms, such as Google Analytics, Python, Java, and more, to perform searches of specific strings.

You may be thinking “oh no, another complex programming language I don’t understand that complicates things even more”. And you could not be more wrong. The good news is that you can use Regex on Google Sheets to work with your data, making your life beyond easy. That’s right, I’m all about learning tools to make my life easier and lately Regex is my favourite.

The 3 main Regex formulas you can use on Google Sheets are:

  • REGEXEXTRACT
  • REGEXREPLACE
  • REGEXMATCH

They perform exactly what they say: extract, replace, and match. Since my purpose here is to demonstrate how helpful these functions are, I won’t go too much in deep into all the Regex syntax rules. There are already plenty of comprehensive guides and resources out there so if you want to learn more Regex, here is a useful Regex guide and this is a really good debugging tool.

Below I’m going to dive right into Regex formulas for Google Sheets and examples on how to use them and what you can achieve with each one.

REGEXEXTRACT

This is the function you’d want to use when you are digging out a certain string within a longer one. For one of my clients, I had a list of URLs and I had to extract certain words within each. For example, from the list of URLs below let’s suppose I had to extract the location:

  • https://www.regexisgreat.co.uk/city/in-london
  • https://www.regexisgreat.co.uk/location/in-paris
  • https://www.regexisgreat.co.uk/cities/in-dublin
  • https://www.regexisgreat.co.uk/europe/in-amsterdam

However, I had many words I was looking for, and each URL could have included any of them and in a different location within the URL. Without Regexextract, I’d have to apply multiple filters and custom formula for each URL, extracting the word based on its position. I don’t have time for this and nor should you.

Let me get you started with a really simple Regex example. Let’s say I needed to extract the word “great” from the link “http://regexisgreat.com”. When you type in “=REGEXEXTRACT” in Google Sheets this is what the function requires:

The “text” part is the cell where you have something to look for, and the “regular_expression” is the expression telling Regex what to look for. In our case, the formula would become:

=REGEXEXTRACT(A3,”.*(great).*”)

Here is a little syntax context: The .* before and after the word “great” tells Regex not to worry what precedes or follows the string “great”. So “great” could be anywhere in the URL, Regex will find it:

This is a Regex example of what the formula would become if you are looking for multiple values:

=REGEXEXTRACT(A3,”.*(blue|green|red|purple|blonde).*”)

Here you probably noticed the use of pipe “|” which stands for “or”. The formula tells Regex to look for the word blue or green or red and so on.

Again, it doesn’t matter where the word is within the string. One additional thing to note is that Regex differentiates for capitalised letters, which can be quite handy sometimes.

The applications of this formula are infinite when you think that you can combine it with the functions you use every day. Even without combining REGEXEXTRACT with any other formulas, performing the task I show above without it would be quite time-consuming.

REGEXREPLACE

For one of my clients, I had a long list of title tags and I wanted to capitalise the first letter of each word except for words like “the” “in” “for” “a”, you get the point. With the formula PROPER you can capitalise each first letter of a word:

But this didn’t solve my problem. Regexreplace came to the rescue:

=regexreplace(proper(A4),”The”,”the”)

Similarly to Regexextract, the “text” part is the cell you want to modify, and the remaining part is a simple instruction telling Regex what to replace:

Here is an example of Regexreplace combined with itself:

=regexreplace(regexreplace(proper(A4),”The”,”the”),”In”,”in”)

REGEXMATCH

Regexmatch searches for a value in a cell and returns a TRUE or FALSE. For me, this became useful when I was checking whether the URLs in my list contained certain words and I didn’t want to go through endless filters.

Here is a simple Regexmatch example, looking for the word “blue” within a URL:

=regexmatch(proper(A3),”.*blue.*”)

Here is an example showing how Regex differentiates for capitalised letters:

=regexmatch(proper(A3),”.*Blue.*”)

Again, here you can use multiple values to look for within the same formulas:

=regexmatch(proper(A3),”.*Blue|blue.*”)

The applications for Regexmatch are many and you can combine it with any other function on Google Sheets.

As you may have noticed, the potential of these three simple functions are endless. Let’s not forget that there are more of syntax rules on Regex that you can use to achieve different things. Here is an additional debugging tool for those of you who want to get into coding with Regex.

Regex has made my life a lot easier and my data a lot more interesting to work with. I’m sure you’ll find it extremely useful and surprisingly easy to learn. Feel free to comment if you have any questions about the formulas or further suggestions. Keep calm and REGEX on!

Weber Shandwick Introduces The X Practice, A New Agency Model to Drive Innovation

Weber Shandwick has announced the formation of The X Practice, integrating the firm’s global innovation and technology-focused capabilities into a connected, client-centric service model. As a centralised hub of specialised expertise, The X Practice will support client engagements of all types – across industry sectors and global markets – to bring solutions-oriented ideas to unprecedented client challenges.

“The challenges our clients face are more complex and increasingly depend on our ability to tap into the specialised, often technical expertise needed to address new problems,” said Gail Heimann, president, Weber Shandwick. “By aggregating our technical competencies with The X Practice, our clients across sectors can more easily leverage our chops in technology, data intelligence and innovation to bring the kinds of solutions needed today.”

The X Practice is powered by hundreds of specialists around the world with deep expertise in the technology sector, data sciences, digital strategy and media R&D. The practice will also leverage the cadre of specialist firms Weber Shandwick has added to its global roster in recent years – including mobile agency Flipside, digital creative agency Cappuccino, social creative agency ThatLot, data intelligence firm Bomoda and digital & performance marketing firm Resolute Digital.

Weber Shandwick Chief Digital Officer Chris Perry will oversee The X Practice globally in collaboration with a newly formed leadership team. Hugh Baillie, who currently serves as head of client experience in EMEA, will become president, The X Practice, EMEA & APAC. Adam Wall, currently EVP, digital operations & client services for North America, will become president, The X Practice, Americas. Lydia Lee, head of Technology in APAC, and Wayne Hickey, EVP and senior Technology strategist for North America, will both become global co-heads of Technology within The X Practice. Patrick Chaupham, EVP, business integration, takes on the new role of EVP, corporate development for The X Practice.

“Every organisation today is grappling in some way with how to keep pace with changes in technology, customer expectations, social behaviours and media habits,” Perry said. “Whether it’s building social programmes that drive sales or developing new AI-driven platforms to manage customer inquiries, we’ve been helping our clients understand and employ new methods of engagement in today’s business landscape. Our intent is to continue to expand the range of solutions we can offer and do it at a global scale that few other agencies can offer.”

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360i Welcomes Doug Rozen as Chief Media Officer

We’re thrilled to welcome accomplished business innovation leader Doug Rozen to the 360i family as our first-ever Chief Media Officer.

Doug Rozen

Starting in late August, Doug will be responsible for further expanding and diversifying our media capabilities.

CEO Jared Belsky weighed in on his appointment, saying: “As our Media practice has continued to scale, this was the right time to bring on a well-rounded and highly motivated leader to fully focus on this area of the business and help our Media teams continue to deliver the best solutions in the business. Doug’s data expertise, technological and innovation orientation, publisher knowledge, and business acumen make him the perfect person to take charge of our robust Media offering. I’m incredibly excited to bring his thoughtful and forward-thinking brand of leadership to our Media practice.”

Doug was equally enthusiastic about joining the team: “360i is among the most progressive and dynamic agencies in the industry, constantly looking ahead to what’s next and optimizing for the future. With such an amazing array of offerings under one roof, I’m energized by the prospect of working with leadership across the company to maximize the potential of these integrated capabilities.”

Doug joins from OMD, where he drove all digital and innovation activities, including Ignition Factory (trend spotting), Zero Code (gaming and virtual reality), and OMD’s mobile and social divisions. While there, he also led relationships with brands like Apple, Hasbro, Disney, Norwegian Cruise Lines and Eli Lilly, among others. Prior to OMD, Doug served as Chief Innovation Officer and Senior Vice President / General Manager at Meredith Corporation, where he led emerging media, managed the entertainment client portfolio, and oversaw the development of new products and services. Doug has also held leadership positions at loyalty and analytics company Aimia and ad agency JWT. His 20+ year career has allowed him to operate at the intersection of technology, data and creativity, working with some of the most recognized brands in the world.

Doug’s hiring as Chief Media Officer is the latest in a line of exciting changes to our leadership team, including Jared Belsky’s appointment to CEO, Abbey Klaassen’s promotion to NY President, and Raig Adolfo’s post to Chief Strategy Officer. It’s an energizing time to be a 360ier, as we continue to expand our scale, capabilities and client roster.

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Not All Data is Created Equal – When Experience Matters

You know that saying, “crawl before you walk before you run”? Sure, sometimes you just gotta jump in, fly by the seat of your pants and embrace life. But there are other things that you need to work your way into – the use of data being one of them.

I started my data career right out of college with a small startup data company in Colorado. This company originally started as a one-man show selling CDs of public data out of the trunk of his car. A lot has changed since then regarding how data is collected, compiled, distributed and sourced in addition to higher consumer expectations. Data is the foundation for successful and profitable marketing programs. Choosing the right data provider can mean doubling responses to an email campaign or generating a double-digit ROI increase on a mobile campaign.

It starts at the source

In today’s world there is information available on anything and everything you do. From the survey you filled out for your grocery store in hopes of winning a $500 gift card to that cute shirt you added to your cart on Banana Republic’s website. Data is being collected, connected, compiled and sold every minute of every day. Say that again – every minute of every day to the tune of 2.5 quintillion bytes of data each day, on average. That is both awesome and overwhelming at the same time. Therefore, it’s important to not just throw any data that company XYZ sells into the data pot and hope for the best. You need reliable sources that:

  • Ethically collect consumer information
  • Comply with privacy regulations
  • Continuously provide quality data

Data also must represent a real consumer’s demographics, not just an angry consumer named “Never Customer” that filled out a survey due to a one-time bad experience or an inappropriately collected piece of data. Your sources, how the data is sourced and what the data represents matter more than ever to ensure you have an accurate representation of your customers, prospects or site visitors.

Getting It Right 

Are your data providers ingesting data and just spitting it back out or are they massaging it, making connections and providing actionable insight? No consumer wants to receive marketing pieces for all the different variations of his or her name, and no marketer wants to be responsible for those mail pieces. It is messy, ugly and just plain bad for business. Good identity resolution follows a person from the first data point through all the changes as one unique individual.

Superior postal hygiene and change-of-address products are a must, as well as suppression. Mailing to the right person at the wrong address or marketing to a deceased person can negatively impact your brand. Don’t waste your money. Know that you’re investing your money on marketable records that allow brands to hit their target, ramping up response and conversion rates.

The Heart of the Matter

You know Mary Quinn is your customer, but do you know what she likes and where to reach her? Is her contact preference via email, phone, or social media? Consumer descriptive data allows you to understand consumers – who they are, what they like, what they are likely to buy. For example, Mary Quinn is a married female with kids ages 2-10 who likes cooking, hiking, has the likelihood to buy a seven-passenger Honda with cash and responds best to email messages. How valuable is this information to a marketer? In a world where consumers now hold the keys, demanding personalized, relevant communications through their preferred touch points, this information in INVALUABLE. Quality data can make or break connections with consumers. Inaccurate information results in wrong messaging that then results in discontinued interest and worsened relationships.

Is There More?

Family members are powerful influencers in a wide range of high-impact decisions. Marketers have long recognized this and have often directed their efforts at family members who share an address. However, family influences continue long after individuals within a given family no longer live with one another. But snapshot-in-time approaches to recognizing relationships fail to capture the richness of information that can be captured from a long-term view. It is important to consider family relationships that extend beyond traditional household boundaries. You can use this to reach others who have an influence on, or a stake in, your customers’ or prospects’ decisions to help you reach next-generation family members who may become tomorrow’s valued customers.

To effectively connect all these pieces takes testing, refinement and, most importantly, experience. And with this experience you achieve the ability to deliver personalized, relevant communications when and where it matters most.

Things We Love August

Welcome to our second instalment of Things We Love. As with last month, we want you to get to know us at GV a little better, and to help you we want to share things we’ve worked on and loved, new technology we’ve been looking at which could be applied to digital OOH and all things creative.

Coke AR – JON – CREATIVE TECHNOLOGIST

Coke AR was a great campaign to be a part of. For this activation, I took automation to the next level which meant that our system pretty much ran itself unattended for the two days of activation. We’re no strangers to industry leading augmented reality setups and our experience with these made for a very smooth production process. It’s always rewarding to work on a project that brings a smile to people’s faces and brightens their day.”

 

LED light bars – SAM – MGFX DESIGNER

“Chinese tech company Holo2Go have created a new state of the art form of LED display that produces imagery not on a digital screen, but on a fan! 

The vivid 3D holographic illusion is created by a single-bladed LED light bar that spins at high speed, turning the hardware structure behind practically invisible and a floating video effect in the foreground.

Kino-mo, a British company developing hi-tech visual solutions, has created a similar product with their HyperVSN model, using dozens of synchronised fans to create a projection wall in order to produce a much bigger display.

The illusion, especially when using 3D motion graphics, is pretty impressive and I’m definitely excited to see how other businesses utilise these products for digital display solutions.”

 

The next hot medium for digital startup: New York City storefronts – CHARLOTTE – MARKETING APPRENTICE

“This campaign is very simple but cool. It capitalizes on the basic fact that due to the fast pace of the city and the dependency on our mobile phones, taking the time to switch off and relax can easily be forgotten. The 80s revival of the fortune-telling Zoltar, who can now send you your fortune by text, makes the interactive feature of this campaign relevant in the 21st century.”

THE NEXT HOT MEDIUM FOR DIGITAL STARTUP: NEW YORK CITY STOREFRONTS – Ad Age

 

Greater Change – STEVE – DEVELOPER

“It’s great when relatively new technologies are able to effect social change through novel and exciting applications. At first the idea of giving homeless people QR codes which enable the public to donate money securely and responsibly might seem a little impersonal or even distasteful. But when you see the way the system has been implemented – it gives information about the individual, and the money donated goes directly towards helping them off the streets – it makes great sense.

In an increasingly cashless and digital society – Greater Change has created a clever way to connect homeless people to people who want to help them.”

Would you scan a homeless person’s barcode to give them money? – BBC News

 

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