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Book Archive
A Blast from the Past from the Future
The final essay from the book, comes from Gavin Gordon-Rogers, now Interactive Creative Director at Wieden & Kennedy and Gemma Butler, Creative Director of Agency Republic (now freelance), who were able to send us their closing chapter from the future. Hope you enjoy it:
We missed the deadline for this book. Way too much pitching, and clients always comes first. Luckily, thanks to the wonders of modern technology, it’s now possible to send data back in time (for an exorbitant fee). Of course, all messages are strictly monitored and censored so as to avoid the very fabric of the...
Read More Agency of the Future (revisited)
When I initially wrote my essay for our book, I was in the midst of running a digital marketing agency and there is no doubt that this influenced the content. I may have left Profero when I first revisited the essay but I had still not had the fortune of being able to look at the industry fresh which I have now been able to do for the last 15 months through consulting as well as my work with Hyper Island. Thankfully I think that most of my conclusions around the characteristics of the agency of the future still hold...
Read More Being Good
Today's essay from our book, comes from Johnny Vulkan, Co-founder and Partner, Anomaly – New York:
“Pass the milk please, dear,” replied the woman while deftly sidestepping the seemingly easy question being posed to her. “So, remind us again what exactly is it that your son does?”
It was slightly disturbing to discover that someone’s mother (OK, my mother) would actually be slightly embarrassed that her child worked in advertising, but upon even the most cursory examination she does have a point. Advertising and marketing, in all its forms, doesn’t have a particularly good reputation (a moment’s pause for irony, please)....
Read More Behavioural Economics and What Lies Beyond
Mark Earls, Founder of HERD consulting, was not in the original line-up of the book but once he had joined us at Creative Social Paris and ran one of the most fun sessions we ever had, I realised that we had to get him in there. Obviously behavioural economics has been big on the agenda her in the UK (thanks to Rory Sutherland) and am hoping that hanging around with the Herdmeister enough, I will work out how to integrate behavioural economics into communication strategies. In the meantime I hope you enjoy Mark's essay:
Technology is the most marvelous...
Read More Brands as People
Our latest essay from our book, is from Benjamin Palmer, Co-Founder and CEO of The Barbarian Group:
I’ve got a secret plan. I would like to make brands act as much like people as possible.
When I was a kid, I read in the encyclopedia about how corporations are structured. I learned that initially it was a sort of application process; the government would dole out a charter, an official sanction to do business. The rules and laws for a corporate charter were very different from the rules and laws for people. At a certain point, though, some...
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