Archive for the ‘Blog’ Category

‘Digital Decade: Past, Present and Future’ – ad:tech 2014

Ad:tech, as we are all more than aware, is an annual two day event showcasing the latest and greatest developments in advertising technology. It’s billed as an event that brings the greatest minds in the business together to discuss what’s in store for the future. So naturally, I was there.

The scene at ad:tech 2014: Day Two

The scene at ad:tech 2014: Day Two

 

I arrived on day two figuring they’d save the best until last. However, I noticed it was surprisingly quiet, I feared that I’d made a foolish judgement in error and that a wash out was upon me.

Fortunately, I spoke to one of our ESP friends at Pure 360, who explained to me through bloodshot eyes and a faint aroma of rum and shame that the party after day one at Kensington Roof gardens had been a roaring success. Aha, the absence of attendants suddenly became clear.

Once the hangovers had (mostly) passed the discussions began to liven up. I spoke with ActiveMe, a company that uses Oculus Rift technology to deliver bespoke interactive experiences. I can confirm that the sky-diving experience they were demonstrating did genuinely give me rushes of adrenaline, and I would have fallen over had I not been holding on, impressive stuff.

The ActiveMe virtual reality demonstration. P.s. that is not me.

The ActiveMe virtual reality demonstration. P.s. that is not me.

 

But the day’s highlights go to the two key note speakers: Leonard Brody, investor, futurologist and co-owner of Coventry City and better yet, Sir Martin Sorrell, founder and CEO of WPP.

Leonard argued that since the crash of 08, the rules of business are being re-written from the ground up, complimented by a fundamental change in consumer behaviour (sharing what we had for dinner today is the norm, thanks to Instagram, but a decade ago it would have been bizarre and borderline rude).

A pleasant surprise was that all the ‘exclusive’ key note talks were beamed via live stream around the event. This is an image of an over exposed Leonard Brody.

A pleasant surprise was that all the ‘exclusive’ key note talks were beamed via live stream around the event. This is an image of an over exposed Leonard Brody.

 

He goes on to argue that we are no longer one person, but in fact two. There’s our physical self, and then there’s our virtual self, the person we are online, our inner ‘keyboard warrior’. These two people, according to research, are very different people and will react and behave in entirely different ways. The next major marketing challenge is cracking this consumer split-personality disorder and successfully targeting both personalities while understanding the delicate balance between the two.

When Sir Martin Sorrell took the stage, he addressed the current problems in the industry. He highlighted the problem of ‘shortermism’, the issue that agencies are now ‘too busy looking at their shoes and not the horizon’ which is stifling creativity and overall marketing success. He says that now, since surviving the 08 crash, it’s important for agencies and clients alike to look longer term.

Just for consistency, here is an over exposed Sir Martin Sorrell being beamed into the pen

Just for consistency, here is an over exposed Sir Martin Sorrell being beamed into the pen

 

His future of marketing? The merging of the CMO, CIO and CTO roles, operations will merge with creative and product developers will have to co-ordinate closely with marketers. And his main areas for growth in the next few years will be in mobile search and video. You heard it here first folks.

Suddenly, as Sir Sorrell was wrapping up, a Darlek came up to me, menacingly brandishing freebies. It was at this point that I knew it was time go.

The Darlek menace in question

The Darlek menace in question

 

Ad:tech takes place every year in Kensington Olympia. The two day event is free to enter for anyone in the industry and if you’re interested in the future of marketing I recommend you go in 2015.

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Unlimited paint, 1 warehouse and a bit of talent…

Goes a long way apparently!

 

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WWF bring photos to life

Created using the parallax effect and some 3d wizardry.

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Here’s a slice of the future

inFORM – Interacting With a Dynamic Shape Display from Tangible Media Group on Vimeo.

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Heads-up Sat Nav App.

Sat Nav just got more interesting.

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Serving up great ideas for Novotel

Last week at MBA we discovered an additional perk of working in Covent Garden, namely the proximity of our office to the 7 Dials area, the hub of London Cocktail Week!

This year, Novotel, one of our clients was the official hotel sponsor of the event and as part of our ‘Perfect Mix’ campaign, this official partnership inspired amongst many other things, the creation of a life-size ‘Spin to Win’ parasol in Covent Garden and the birth of Novotel’s very own cocktail- the Novotel Royale.

On Friday, we created a small batch of our delightfully lovely Novotel Royale and raised a glass to the hard work put in by all. Cheers!

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Come and play with a Leap Motion controller!

So I bought one of these. It’s a Leap Motion controller. A gesture-based way of interacting with your computer. And it’s seriously cool.

This is what it can see…

The potential for this thing is mind-bending. Currently you can use it to control Google Earth and there’s a few apps in the store – which are mainly games and a few ways of showing off the functionality.

Come and borrow it to have a play MBA-ers.

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3D Printed Spider-bot

This is amazing / freaky.

via Mashable

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The Bakery @ Digital Shoreditch

Here’s Stephen on the panel for the “Helping tech companies get to market quicker” session at Digital Shoreditch yesterday. Hosted by Andrew Humphries from The Bakery, the panel explored the various strategies that tech companies can employ in order to get business from Clients via agencies. A few observations from the discussions:

1. When pitching to the agencies & their Clients, tech companies need to forget about their tech per se and instead think about the problem that the Client is trying to solve. Translating the tech conversation into one that is about solving marketing problems changes the game entirely.

2. Many of the tech companies in the room seemed rather fearful of agencies – it seems that some have had their fingers burned. But there needs to be collaboration otherwise the ideas will never have a chance to fly. Accelerators like The Bakery provide a perfect ‘intermediary’ to match the right tech companies with the right agencies.

3. Creative technology works both ways. Agencies often have ideas they’ve been chatting about with their Clients for ages, waiting for the technology to become available at a price that makes the idea achievable.  And vice versa – that once an agency understands what is possible with technology, then new ideas can be generated for solving Clients’ problems. It seems to me that savvy agencies are a perfect ‘translation service’ for the issue raised in point 1.

Exciting times.

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Sage by Heston Blumenthal is go!

So yesterday marked the official launch of the ‘Sage by Heston Blumenthal’ range of high-end kitchen appliances. There was a live event in John Lewis on Oxford Street. Here’s Heston demonstrating the Kinetix Control.

Then on to the launch party… here’s the Sage team with Heston, rightly proud of their moment. Here’s to a successful launch!

Find out where you can buy Sage Appliances here.

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