Wednesday, November 17, 2010
Saturday, November 13, 2010
Fun changes the way we behave
Remember the VW Fun Theory campaign? Well it operated under the presumption that fun could incentivize us to change our behavior for the better. Seems like they were right - here is the winning idea put in action. Enjoy
Friday, November 12, 2010
You Don't have to change, ....survival isn't mandatory
This is a short video of Tim Malbon from Made by Many explaining at the IPA how the agency has adopted agile, real time processes to turn out work for their clients. There are lots of little nuggets in here, but what especially struck me was the agency's work processes - the outright definition that the agency does not create online banners but platforms for its clients. A process that means involving the client in the actual development, sketching and brainstorming process. Physically having in the room, contributing to the process which is no less interesting. A process that is iterative and resembles a jazz jamming session rather than an orchestrated music piece. A process that leans on quick sketches of the process and a visualization of it as a journey. I am probably rambling...so guess you'd just better watch the video to get what I am talking about.
Wednesday, November 10, 2010
IF YOU ONLY READ TWO ARTICLES THIS WEEK, THESE SHOULD BE THEM
So what exactly might ‘Adaptive Brand Marketing’ be?
16th October 09
Posted in Brands, social media, transformational change
(Jointly authored with Greg Andersen, our MD in BBH New York)
The imminent publication of Forrester’s new report on the challenges facing clients – “Adaptive Brand Marketing: Rethinking Your Approach to Branding in the Digital Age” is a welcome turning of the spotlight toward client organizations. Without question agencies of all sizes, shapes and persuasions need to get their collective acts together and transform into leaner, more agile, more creative, & more technology- and data-fuelled businesses. The best in the business are no doubt all plotting how they can come out of this recession leaner, meaner, quicker, better.
But that’s kind of pointless unless clients adapt too.
We’ve not got hold of the report yet; we’re looking forward to getting stuck in, and are intrigued by the ‘new 4 Ps’ presented in the report: permission, proximity, perception, participation (AdAge covered some more of the detail in this piece from last week). But the idea of adaptive brand marketing is something we’ve been kicking around for a while at BBH.
We believe marketing communications are already being forced to become increasingly agile; particularly for more youth-oriented brands. In such a fast paced and dynamic media environment, relevance is increasingly determined in the moment. Recency matters. Audience and attention are fleeting. Fame spikes … even for the famous. For brands to achieve and maintain fame in this context, it’s our view that communications for certain types of brands must make a dramatic shift from highly polished epic launches to a continuous and diverse stream of messaging and content designed to ride hyper-current cultural trends, consumer attitudes and competitive maneuvering. The performance of this diverse activity continuously monitored and optimized like a portfolio of stocks … kill the under-performers and reinvest in the ones showing returns. However, this ‘continuous beta’ mentality is a big leap from 18-month planning cycles and dogmatic, rigid testing protocols, despite its more real-time and real-world feedback.
Just as this is culturally challenging for many agencies, so it will prove for marketing organizations. As marketing becomes more technology-powered, with learning more real-time, it will be critical to identify who is responsible for leading within marketing organizations … and more importantly, who is empowered to make decisions on the fly. Committee decision making and hierarchical organizational structures, for all their perceived benefits, won’t hold up to the strain of an accelerated process.
So in advance of the full report, here are some of our starters for ten (or seven, actually) on how client structures, skill sets and approaches might adapt to deliver ‘adaptive branding’. We’re learning as we’re going, and as usual we’d value your input, opinions, builds or disagreements.
We’d particularly like to hear about clients that are exploring new ways of engaging agencies, and new forms of leaner, faster, more iterative & curatorial process. Again, there’s much we can learn from these pioneers.
1. Consumer intelligence at the center
We wholeheartedly agree with Forrester’s points around a more prominent role for research. We all have an increasing number of highly sophisticated, real-time and granular measurement tools at our disposal, especially in interactive environments. Adopting an agile approach to using this data becomes more significant; if one can measure everything, one must decide what really matters to avoid drowning or becoming paralyzed. Less, but better measurement, enabling more responsive data-powered marketing, should be the ambition (what Tim @ Made By Many called ‘Agile Measurement‘). These observations suggest an elevated role for the insight & research functions that can quickly distribute and integrate learning in real time.
2. Marketing as a catalyst for change within the broader company
This points to a potentially larger opportunity. It’s not just the marketing organization that needs to reorient itself given the now normal digital age, but the company itself should consider how it reorients itself around its marketing organization. In most progressive companies, it is the marketing function that has most quickly and deeply engaged with the new interactive toolkit. This expertise can play a role well beyond the traditional confines of marketing communications. For example, a proper understanding of social media tools and the proper employment of resulting insights could impact everything from new product/service innovation to customer service to crisis management.
What some, such as Dachis, are calling ‘social business design‘ is a significant opportunity in which marketing teams could play a leading role in driving efficiencies and creating new models internally. Marketing as a revenue source and a genuine competitive advantage, not just a cost. If marketers want a seat back at the big boys’ table, this is one potential way of getting it.
3. The networked organization
The structural definitions of, and relationships between, agencies and marketing organizations must change if companies are to ensure access to the very highest quality and leading-edge partners delivering at speed. With the emergence of what Forrester call “the federated organization” (we prefer ‘networked’) Global brand leaders and directors need to be able to cast elite teams of people (talent that spans several departments, companies or geographies) to get best results and avoid capacity bottlenecks.
This places special emphasis on an evolved role for ‘lead agency’ partners, both providing the conventionally critical services around quality control and coordination, but also performing a new casting director role for marketing directors; knowing whom to bring into a project, and when, and then managing that engagement. Further, client organizations must foster a culture of generosity and collaboration both within their organizations and across multi-agency teams to get the most out of them. Just as dogs and owners look alike, so do clients and the culture of their agency roster (but let’s stop right there with that analogy).
4. Brand leaders as curators
Without question, global brand leaders do need to become more responsible for evolving marketing assets and them adapting to local markets (in many cases this is already happening, for example with some of the Unilever brands with whom BBH works). However, we believe this evolved role needs to go well beyond adaptation and coordination. We envisage an increasing role for both client and agency organizations as not just creators of content, but as curators as well. In a world awash in content, time can be saved by smart curation and the hacking of existing properties. Not everything needs to be conceived of, crafted and produced from the ground up every time. This is particularly important as brands move beyond the development of the traditional ‘campaign’ and start evolving more ongoing platforms that need growing, managing, sustaining and refreshing.
5. Reframing investment timelines
With campaigns evolving into programs and platforms, the annual planning & budgeting framework currently used to allocate monies needs revamping. This is clearly challenging, but if some marketing activity is designed to build long-term enduring platforms and other marketing is to be more opportunistic, then it seems sensible to begin to think about marketing investment in a parallel fashion. We agree that a more active and fluid approach to marketing investment is the correct approach, but this places even greater emphasis on agile and, as much as possible, live measurement.
6. To fail is to learn
We think client organizations need to find new comfort in failure and place increased value in learning as long as both happen for real, and in close to real time. Embracing more of a continuous beta mentality means getting communications into market more quickly and less expensively … with early real learning as the result. This beta learning can help redirect the program while it’s still being developed instead of after its finished. A marketer can spend 10 months of theoretical testing in artificial environments and a highly polished, highly researched program still has a chance of failure, or in many cases creates no real impact one way or another. What good is the post-program audit? The budget is gone and the market has moved on.
7. The time is now
Historically, recessions have proven to be crucibles of change. The current recession is already turning out to be rather more of a complete reset for the industry than a temporary dip in revenues. Structurally, the smartest agencies and agency groups have been quietly plotting not only their future size, but also rebuilding their capabilities, simplifying their processes and gently retooling their skillsets. The smartest marketing organizations must ensure they are doing the same.
So who’s doing this well?
No doubt the Forrester report will be full of strong cases of where this is already happening. We look forward to that.
But we’re after your examples of clients re-inventing process, resourcing models, cultures in the pursuit of better work, produced more efficiently. Whilst it’s perhaps easier to highlight examples of where this *isn’t* happening, let’s try and stay focused on things we can learn from.
Let us know.
Reblogged from: http://bbh-labs.com/so-what-exactly-might-adaptive-brand-marketing-be
Brand communication to the masses used to be an expensive proposition. It involved painstakingly producing assets, buying media, and long leads times.
Campaigns will always be with us, but now most brands have their own media channels as well, many with millions of opt-in subscribers. We can access all those people at a touch of a button.
This is an amazing, and unprecedented thing. But with that power comes changed expectations. Social is an immediate, and human medium. The expectation is a conversation, which means immediate reaction, real-time discourse, and timely topic starters. It means being of the moment.
Gatorade has a created a dedicated control center where they can listen to their audience, see trends and conversation spikes, and respond in real-time.
It might seem like PR, but it works. Comcast’s pioneering twitter customer service uses a custom Radian6 setup, allowing them to respond within minutes to customer gripes or questions.
McLaren have automated their real-time communication. The F1 constructor live streams data to the website during F1 races and tests, including live stats and real-time commentary between the car and the pit.
BakerTweet allows Albion Bakery to send out immediate updates to fans when their breads are fresh out of the oven, just by a flick of a switch.
The real-time extension of Old Spice’s “The Man Your Man Could Smell Like” campaign delivered on-the-fly episodic content, scripting, producing and distributing 87 short videos in 11 hours, all in response to live commentary on Twitter.
Cultural relevance and relevance to the consumer’s needs is increasingly defined in minutes and days, not weeks or months. Increasingly brands need to be participating in 24/7, 365 conversation, and campaigns themselves need to become more agile and responsive. This is giving birth to the “real-time brand”, which is a fundamentally different way of thinking about and delivering marketing conversations.
Here’s a few initial guidelines for the Real-Time Brand:
- Create your listening post
The internet is filled with millions if not billions of conversations daily. You need a way of honing in on what is most relevant in order to be able to meaningfully participate. Technology solutions such as Radian6 and Visible Technologies are a good place to start. - Find your voice
Be ready to react in the moment with your brand’s POV. This includes ensuring the people who are charged with manning the listening posts and social presence are able to and authorized to respond in real time, and can do so in a voice that represents the brand. - Shift from campaigns to content streams
Real-time brands have a steady stream of original content humming out on their social channels. Start by creating a conversational calendar and leave room for experimentation. The cost of creative failure is much lower, so try things, weed out the weak performers and amplify the rest. - Treat campaigns as living things
Rather than fire and forget, ensure your campaign budget allows for responses and reactivity, and leave room for your audience to get involved with them. - Automate to reduce information latency
As McLaren’s live commentary stream and BakerTweet show, real-time communication from brands doesn’t always need to come from people. Relevant and true real-time messaging can also come from connected products or automated triggers, cutting the information latency down to next to nil. - Invest
The resources required to support an ongoing conversation should be allocated separately to the traditional campaign budget, as the depth and on-going support required is a completely different model. Best Buy have tried empowering their entire workforce (to mixed results), while Dell’s success is built around a dedicated 45 person team. This isn’t somebody’s part time job, it’s a whole new way of bringing the brand to life.Also worth considering is taking a page out of Red Bull’s book. They have inverted the traditional media model, investing as much as 90% in execution vs 10% in media. They produce great events and content, and then leverage earned media and PR get it in front of millions of people.
The shift we’re seeing is just beginning, even if it’s fast becoming an imperative. If you have any other principles or great examples of the real-time brand I’d love to hear them in the comments.
Reblogged from: http://geoffnorthcott.com/blog/2010/11/the-real-time-brand/
Thursday, November 4, 2010
Wednesday, November 3, 2010
(R)evolution of a Worker
This is what the future is made of and it's happening now.
Reblogged from the Social Business Feed
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