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30th Mar 2005 - The future of media

A multi-media post grad project from the university of Coruna in Spain - the nature of information and news in 2014. Prophetic, exciting and scary in equal measure; a world without any centralised/controlled news and information services, where we all contribute to and edit for each other. Oh, and Google wins; everyone else loses.

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30th Mar 2005 - It's the outside that matters

Thanks to Springwise for this -as they say "intangibles are the new tangibles…in saturated, experience-driven consumer societies populated by experience-craving consumers, what's more important: the inside or the outside? Functionality or design? A Prada dress or the massive Prada shopping bag that it comes with, for all to see".

Which may explain the rise of a new phenomenon - stores dedicated to gift wrapping. One example is Soolip, whose mission is to make even the most rubbish presents desirable, courtesy of stylish, sumptuous wrapping.

As their site says: "we've always held firm to the belief that gifts are always better when dressed in a Japanese silk screened paper, or handmade Lokta from Nepal, and finished with yards and yards of hand-dyed silk ribbon. The Soolip Wrap features the best in paper and textiles as well as a wide array of gift toppers such as Czech glass beads, diminutive paper carnations, and fresh floral finishes. Always leave a lasting impression".

Just goes to confirm that first impressions are everything.

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18th Mar 2005 - Living words

Dictionaries have a slightly dusty image, a repository of our language forever preserved in amber. And even when "new" words are deemed worthy of inclusion, the speed with which things change nowadays means their moment in the popular culture spot light has often come and gone before a new edition reaches print. Hardly a good reflection of the living, breathing reality of language.

Which is why "Word Exchange", a new initiative from Collins, is a step in the right direction.

Making the most of the thing the internet is best at, Word Exchange is an interactive dictionary the grows organically in real time. Log on and suggest new words or new definitions, and they are added to the dictionary (although I'm sure quality control must come into play somewhere).

Or just check to see the words you should be dropping into conversation this weekend. Or, indeed, using in your advertising to ensure your "hey we're hip and cool" quotient is turned up to 11.

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8th Mar 2005 - Is Nike sustainable?

A few months ago, I highlighted Nike's reuse-a-shoe programme as a good example of the company using service initiatives to up its social responsibility cachet after the sweatshop debacle of the 1990s.

And now they've come up with something that does this on the product front as well - Nike Considered.

Cynics might argue that this range of "sustainable" footwear is a tad too obvious to be anything other than a marketing gimmick aimed at an increasingly eco-conscious consumer (see "Truth is the new lies" for a bit more on this as an evolving marketing strategy)

Me? I like to be a little more naïve and think that Nike's drive towards "sustainable product innovation" comes of a genuine desire to make a difference, and should be applauded and encouraged.

But even if it is a marketing scam, it's one that will be seen be a lot of people. And if it changes their perspective on sustainability, all well and good.

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4th Mar 2005 - Topical clothing

Given the regularlity with which fashion trends come and go, Headline Shirts may be on to something.

For them, conventional fashion seasons are like a lumbering ocean going liner. They prefer to be more immediate, creating provocative new designs every six weeks, inspired by current and controversial headline news stories.

Shows how topical you can be if you put your mind to it, even in an industry where long lead times tend to be more the norm.

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3rd Mar 2005 - Who needs ad agencies?

Well not Converse obviously.

They are asking fans to create short films inspired by their shoes. The best of these will be aired on MTV and other cable networks, with the lucky film makers each receiving $10,000.

The idea, of course, is not about saving money (OK, it probably is in part). Rather, it's to forge strong links with consumers. As David Maddocks, Converse's head of global marketing has said "we actually view our entire campaign as facilitating a conversation among those in our community".

It's about helping people feel like partners on the inside, helping co-create a brand, not just walking wallets there to be sold at. Which they clearly still are. But at least you get to feel good about it. I completely applaud this approach. But as someone working for an ad agency, I also have to hope there are other ways to get the same effect.

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2nd Mar 2005 - A contract for creativity?

Hot on the heels of their "dusty and old fashioned? Not us" corporate redesign…

…JWT have now announced a contract for creativity to be signed by all members of staff. It starts off well enough, with the thought that "We passionately believe advertising has a future but only if we stop interrupting what people are interested in and BE what people are interested in", something anyone involved in developing consumer communications should agree with. But it does head off down a slightly more toe curling path from there on in. The result is something that seems destined to generate as much cynicism as it does inspiration.

It finishes up with the sign-on-the-dotted-line bit - "I, ___________________, am excited by our ardent focus on the work and I will be a committed advocate and active practitioner of our new purpose, role and belief" - which does seem particularly wince inducing.

All in all, something to be applauded in principle. I'm just not sure I would've made it quite so public. Or that signing a piece of paper is enough to gaurantee creativity.

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