8th June 2019
According to the RSA, the future of work will be defined by four models. The Big Tech Economy describes a world where most technologies develop at a rapid pace; The Precision Economy portrays a future of hyper-surveillance and algorithmic optimisation ; The Exodus Economyis characterised by an economic slowdown; and The Empathy Economyenvisages a future of responsible stewardship.
From The Monday Note – Trump’s digital campaign for 2020 is already soaring. ‘While Democrats painstakingly sort through 23 candidates, the Trump campaign is sharpening the digital tools that it thinks will make them win in 2020. This is happening right before our eyes at an unprecedented scale.’ …and meanwhile in the UK, around the recent European election, The Brexit Party won the battle for Facebook clicks. Despite spending no more than rival parties on ads, it got more likes, shares and comments than the rest combined.
Last weeks Google Firestarters event focused on ‘The Secret of Growth’, ‘with observations around the fundamentals of great marketing and advertising, new opportunities around decision science and how customers make buying choices in the context of the targeting, learning and optimisation capabilities that performance marketing is becoming good at.’ Here is some related Econsultancy research on the subject.
Adcontrarian on the short, sad history of the click. ‘As far as I can tell, online advertising has been mostly useless as a brand building medium and much more effective as a direct response medium. And clicks are the only way to execute a direct response. Analysing clicks also reveals how poorly targeting works, and how immune most consumers are to online advertising. Analysing the number and nature of clicks renders online advertising accountable. And if there’s one thing the online ad industry will absolutely not tolerate, it’s accountability. Which is why clicks must go.’
Publicis has bought Epsilon, a data-marketer, for $4.4bn. ‘On its face, the move looks sensible. Advertisers are keen to amass customer data and the tools to analyse them. Epsilon provides both. The company gathers data—from promotional emails, browsing, transactions in physical shops and so on, to build detailed profiles of consumers, so advertisers can woo them more precisely.’
Love this campaign from, friend of The Filter, Visit Austin. The destination is a proud ally to the transgender and non-binary community, and making everyone feel welcome during their visit. This message was conveyed in an unusual and imaginative way in their recent restroom campaign. As they say – ‘we’re pretty proud of our restrooms around town. Not just because they are some of the coolest and most eclectic in the country, but because they are open to all. And in Austin we don’t care which restroom you use, just that you wash your hands after…’
Is the golden age of You Tube over? ‘The platform was built on the backs of independent creators, but now YouTube is abandoning them for more traditional content’.
Netflix has begun to test a new feed in its mobile app that aggregates trailers, photos and alerts for upcoming shows in an Instagram-like fashion. The feed, dubbed Extras, is being tested with a subset of Netflix’s audience.
Hovis has remastered its iconic “Boy on a Bike” commercial, directed by Sir Ridley Scott in the ’70s, for a modern audience. The spot was originally created by then-agency CDP in 1973, and was one of the breakthrough ads of Scott’s career. It features a delivery boy pushing a basket of bread on a bike up Gold Hill in Shaftesbury, Dorset