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Digital transformation

Digital transformation may have been on the business agenda for some time, but the truth is that (beyond the technology itself) businesses have struggled to embrace the changes that inevitably come with it. This means it has stalled in progress or never even got off the ground. Strategy is merely the beginning. What does digital transformation mean for those responsible for bringing it to life? And what are the key obstacles companies face? Digital transformation was the hot topic years ago. We now have our five-year transformation plan created by a top four consulting firm, we’ve set up our innovation lab in the nearest WeWork and built our shiny new website and Alexa skill. That digital transformation box is well and truly ticked and the risk of our Uber/ Amazon/Airbnb/Tesla moment avoided. Phew. However, despite being a concept that’s been widely used since the early 2000s, it feels as if transformation is only now getting real for many organisations.
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Gillette's ad and men

Well done for both entirely missing the point, and making it at the same time. Does it make you feel uncomfortable? Yes? Then it has done its job. It’s making ad-land discuss toxic masculinity in a way that countless newspaper think pieces, actor testimonials and a President who grabs women by the p***y hasn’t managed to. ‘They’re copying Nike!’ you cry – and that’s a bad thing how? Nike massively increased sales and brought a political and social issue to the forefront of brand land. Damn straight they’re copying Nike. ‘I don’t act like the men in the ad! Not all men act like this!’ you cry – Seriously? You know #NotAllMen is used by incels and meninists and others who actively vilify women? OF COURSE Gillette aren’t saying all men catcall women, but they ARE saying that all men need to step up and speak up when thing like this happen. Pay attention to the heroes of the ad, not the villains – shouldn’t that be obvious?
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Brand lessons: Hollywood

Lesson 2:  130 million people can’t be wrong! Film and TV is the answer In 2013, Orange is the New Black, not only catapulted Netflix into the stratosphere, it reinvented how ‘Hollywood’ told stories and how ‘we’ watched.  Amazon followed suit and suddenly the entertainment industry was in flux.  The Studios, Cinemas and Festivals were panicked, trying to maintain their power, and fighting against change.  Netflix, emerged victorious with 130 million subscribers (as of July 2018) proving consumers all over the world can’t get enough of a good story.  Ever since Netflix shows have been the talk of offices, classrooms, school gates, and generated social media and news headlines. Isn’t that the Holy Grail of brand marketing? Having everyone talk about our campaigns so passionately? 
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Cultural shifts in 2019

1.    Malleable space In 2018, increases in non-traditional modes of working (for example, working from home and co-working) saw the division between home, work and leisure dissolving. Watch in 2019 for further design advancements that will enable not only flexible working but also affordable and adaptable housing, maximization of micro-living spaces, and nomadic lifestyles. The recently developed e-NV200 WORKSPACe, created by Nissan in collaboration with British design firm Studio Hardie, completely dissolves the notion of distinct and fixed spaces for work, home and leisure. The design amalgamates car and work spaces, providing a vehicle that allows consumers to take their office with them wherever they go.
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Brave charity campaigns 2018

I've selected 3 stand-out charity ads from 2018 which have each delivered creatively and used media partnerships to their advantage. In first place, it has to be Iceland's 'Say hello to Rang-tan film'. A great partnership and a timely focus on the issue of palm oil. Using Greenpeace's film narrated by Emma Thompson, this is the surprise most watched Christmas ad ever online. Iceland's launch was very 'John Lewis', supported by their own official Orangutan Plush toy on sale and other marketing ideas, like the use of a realistic animatronic orangutan lost on the streets of London, helping to highlight the issue.

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Editor's choice

To all men who feel threatened by Gillette's new ad

'Well done for both entirely missing the point, and making it at the same time. Does it make you feel uncomfortable? Yes? Then it has done its job.' Becks Collins of Canopy Insight writes.

 

Opinion

Young people: what trends can we expect in 2019?

As we welcome in the new year it feels like the perfect time to contemplate what we can expect from 2019. Livity is a creative youth network, which means I’m lucky enough to spend most of my time immersed in the worlds of young people. By Emily Goldhill.

 

Trends

Bravest charity campaigns of 2018

'I've selected 3 stand-out charity ads from 2018 which have each delivered creatively and used media partnerships to their advantage. In first place, it has to be Iceland's "Say hello to Rang-tan film", writes Giles Robertson.

 

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