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Welcome to Bristol Media

We are an industry led organisation, whose primary role is to facilitate collaboration and growth within our region, delivering projects, events and opportunities for almost 500 paying members.

Our Mission is to drive creativity and innovation across the southwest creative and media sectors, building the fame of the region.

New members are always welcome. Please enjoy our site and join one of the UK’s strongest creative communities.

Latest news from The Drum

Retailers must appeal to a money-motivated generation to retain workforce
Posted on Tuesday August 04, 2015

In 2012, post-recession, only nine per cent of retail workers said salary was a deciding factor in the company they worked for. At the time, those surveyed simply said they cared less about compensation because they were grateful to secure a position.

Fast-forward to 2015 when over 20 per cent of those surveyed said compensation was the most important factor they consider when choosing to work for a company.

The survey of 10,728 Brits from Randstad comes as retailers ready themselves for changes to be implemented by George Osborn, who promised a hike in the national living wage for over 25s from April 2016 of £7.20 an hour, increasing to £9 an hour by 2020.
 
Osborne has also promised to relax Sunday trading hours and permit all-day Sunday opening by larger shops. Research in wake of the announcement suggested just two extra hours of Sunday trading would create an estimated 3,000 additional retail jobs in London alone.

These significant changes come as a warning from the UK Commission for Employment and Skills that retailers need to attract graduates and workers with digital and customer services skills if they are to boost productivity in the sector.

“For those entering the workforce now – who were sheltered from the recession in education or training – the landscape is bursting with opportunity,” said Ruth Jacobs, managing director of Randstad Business Support.

“Overall, with the growing UK economy lighting up the horizon, and a skills shortage sweeping across the country, the outlook is rosy for this latest generation of job hunters. They can afford to be picky about pay, and negotiate their true market worth.”

Retailers are now under increasing pressure to meet all of these demands and attract skilled workers.

The UK’s largest grocer, Tesco, said the rise in living wage alone could reduce profits by as much as seven per cent.

In response, retailers could be forced to reduce staff on shop floors to make way for more self-service devices and/or ramp up their online strategies at the expense of operating bricks and mortar stores. 

Etihad taps Cheil and Barbarian Group for digital and social as the airline expands to the states
Posted on Monday August 03, 2015

United Arab Emirates-based Etihad Airlines has enlisted Cheil Worldwide and New York-based agency Barbarian Group to handle its digital and social media efforts as the company continues to grow and target the US market.

While Barbarian Group will be responsible for the brand's digital and social creative, strategy will be shared between Barbarian’s NYC office and Cheil’s Dubai office.

According to a Barbarian Group spokesperson, work will begin rolling out this fall through 2016.

The airline, which currently has six daily flights to the US, named Publicis Groupe’s Starcom as its global media agency last month.

Earlier this year, the company unveiled a global campaign created by M&C Saatchi Australia featuring Nicole Kidman. M&C Saatchi is the airline's above the line agency.

Called ‘Flying Reimagined,’ the TV spot positioned the brand as one that is not just improving the airline experience but actually reinventing it. It also included print, digital, and outdoor elements.

Vice launches feminist site called ‘Broadly’
Posted on Monday August 03, 2015

The online channel hopes to bring a fresh perspective to coverage of women’s issues, spanning everything from sex to politics to fashion. It will feature stories, video series, and long-form documentaries.

Editor in chief Tracie Egan Morrissey, formerly of Jezebel, said in a post on the site: “Now is the time to elevate the coverage of women's interests by telling the stories that matter to us, through in-depth, original reporting and documentary video. We didn't want to hold our breath and wait for general interest outlets to do that. With Broadly, we're just going to do it ourselves.”

Unilever, whose brands include Drove and Tresemme, is serving as a brand partner for the feminist site as part of a ‘multi-year, global partnership.’

Silent Circle on how the Guardian is helping it ‘bring to life the importance of privacy’
Posted on Monday August 03, 2015

Given that the broadsheet broke the Edward Snowden leaks, it appears a match made in heaven though Silent Circle is adamant neither will be doing anything by the numbers when it comes to modern-day advertorial. Championing privacy, no matter how altruistic, can be difficult given it’s a conversation shrouded in fear, a tension that has steered the business to concentrate content on what privacy makes possible for people and businesses instead.

It’s a ploy that will crystalise over the next six months with the Guardian hosting Silent Circle’s "editorially independent" sponsored content on its technology section as well as on its Media and Technology professional network. From articles covering topics such as creative empowerment and how to achieve privacy on your own terms to thought leadership pieces and data visualisations, the aim is to inject some verve into what can be seen by some as a very dry and serious topic. Five films that explore the issues of online business privacy will also run throughout the course of the partnership.

"Issues like privacy and data security have never been higher on the public and media agenda, with major stories from Edward Snowden’s leaks to the Ashley Madison hack showing how much of a hot topic this is,” said Silent Circle’s chief marketing officer Rob Smith.

“This huge interest in privacy comes at the same time as we at Silent Circle are gearing up towards the exciting release of our new Blackphone this September, so this branded content partnership will help drive even more buzz around the launch.”

The company’s Blackphone 2 builds on its predecessor’s USP to put security and privacy first above everything else. First teased at this year’s Mobile World Congress, the phone encrypts all communication functions including voice calls, SMS and email to make security and data protection a bigger part of the user experience. It will spearhead Silent Circle’s wider expansion into enterprise, where it believes its privacy-focused devices will appeal to strongest to corporate bigwigs, who constantly handle and discuss sensitive data.                                                                 

As such, the business will deem its venture with the Guardian a success if it is able to benefit a significant jump in awareness should rather than solely spike sales..

“Success for us will be creating something that really engages a progressive, international audience. We are building a branded content partnership that spans a wide range of formats, from video and independent editorial pieces to visual infographics and contributions from the team at Silent Circle,” added Smith.

"Working with an established, respected international player like Guardian Labs will help us to continue to drive awareness of Silent Circle, the work we do and solutions we offer. The collaboration first appealed because it's modern, it's different, and we think that the content which will be created on this platform will really appeal to our key audiences across the globe."

The move comes as paranoia levels over data and online security rises in the wake of high profile hack attacks and transpercby issues over what brands are doing with peoples’ data. For that reason, Silent Circle remains steadfast in belief that there are lucrative opportunities to be reaped from what still seams a very niche market. That 80 per cent of its users are business contracts compared to 20 per cent for consumers, spotlights where the company plans to build its offering moving forward.

Anna Watkins, Guardian Labs' managing director, said its work with Silent Circle would bring an "innovative approach to storytelling".

"We are particularly excited about the films - we have five fantastic films coming down the slipway that will examine the benefits of taking a secure approach to business," she added. "They will be shot in various locations around the world will really bring the issues to life and showcase storytelling at its best."

Kraft Heinz merger sparks new logo design
Posted on Monday August 03, 2015

Finalised last month the merger will allow Kraft Heinz to "increase investments in marketing and innovation" according to a statement on the brand's website as it looks to capitalise on its expanded portfolio of brands, which include Heinz Tomato Ketchup and Kraft Cheese Singles.

 

For the new corporate identity, the Kraft and Heinz wordmarks have been taken out of their holding graphics and fused together and the curves on the Kraft “t” and the Heinz “H” now line up. 

What do you think of the new logo? Comment below. 

YouTube star Hank Green accuses Facebook of cheating to increase video numbers
Posted on Monday August 03, 2015

An entrepreneur and leading YouTube video blogger with more than 2.5m viewers has claimed that Facebook is "lying, cheating and stealing" in its claim to be the world’s biggest video website.

Hank Green, who was one of three YouTube personalities chosen to interview Barack Obama earlier this year, said that Facebook was actively inflating statistics about how many people view its videos and willingly hosting pirated material so that it can claim to be bigger than YouTube.

Facebook recently claimed to be streaming 4bn videos a day however Green maintained that videos hosted directly on the social media site are promoted more aggressively than YouTube videos which are posted on Facebook. According to Green, a Facebook video only has to be watched for three seconds in order to be considered to have been played while a YouTube video has to play for 30 seconds.

However, three seconds is the standard used by online analytics firm Comscore and Facebook has been open with advertisers about the length of time a video needs to play to count as a view Indeed, last month it started letting advertisers pick between paying for video ads by impression - i.e they get charged as soon as the video starts playing - or once it has been watched for 10 seconds or more.

On his Medium blog Green wrote that for Facebook to make the claim “all they had to do was cheat, lie, and steal”. He continued to call out the social network, saying: “When Facebook says it has roughly the same number of views as YouTube, what they really mean is that they have roughly one-fifth of YouTube’s views, since they’re intentionally and blatantly over-counting to the detriment of everyone except them.”

Green also accused Facebook of turning a blind eye to pirated material being uploaded saying that it was “too slow in responding to pirated video content being uploaded, so as not to lose out on views”.

He also pointed out that Facebook lacked a content ID system similar to YouTube which ensures that video royalty payments are redirected to rights holders saying that it was “inexcusable that a company with a market cap of $260bn, launched their video platform with no system to protect independent rights holders”.

Video is one of Facebook’s major growth areas which it claims has increased by 1bn viewers in the three months leading up to the beginning of the year.

The Drum has approached Facebook for a comment and is waiting on its response to the claims.

Former Apple designer Susan Kare snapped up by Pinterest as product design lead
Posted on Monday August 03, 2015

Pinterest has hired the Apple employee behind the design of the the original Macintosh 'lasso' and 'paint bucket', Susan Kare, as its new product design lead. 

Kare joined Apple in 1982 and worked on designing icons, graphics and typefaces before moving to NeXT, the computer company founded by Steve Jobs, in 1986. She then went on to found a graphic design company in San Francisco in 1989 called Susan Kare Design. 

In a statement on Forbes, Kare said that "From the first time I met Evan Sharp and Bob Baxley, I felt in sync with the Pinterest design philosophy and company vision". 

In her new role, Kare will report to head of product design, Bob Baxley, another former Apple employee. 

Bookmaker Coral announces new sponsorship with Norwich City
Posted on Monday August 03, 2015

Norwich City have unveiled a new sponsorship deal with bookmaker Coral which will be the club's official betting partner ahead of the new season.

The deal will also see Coral sponsor the Barclay Stand at the Premier League club’s Carrow Road stadium. It marks the first time that the 6,000 seater stand has been sponsored and will see it feature the bookmaker’s branding at the front and back while the stand itself will be labelled as the Barclay Stand sponsored by Coral.

The stand, which was built in 1935, is renowned for holding the club’s noisiest and most passionate supporters and the new deal will give season ticket holders sitting there exclusive offers while the rest of the ground will receive promotional betting odds on match days, sign-up incentives, in-stadia betting points and sponsored away days to benefit supporters.

The club’s chief executive, David McNally, was “delighted” to be teaming up with Coral for the new multi-year partnership and said it was a “major partnership for the Club as we re-enter the Premier League stage.”

McNally added that it was “vitally important” to the club to find a partner who “would honour and celebrate the heritage of the Barclay with us in such a positive way”. He encouraged all fans who wish to vote to do so through the Norwich City website as it “benefits the club and, like everything we do, helps us to support our Manager and the squad.”

Matt Prevost, brand director of Coral, promised Canaries fans “some excellent betting offers both online, on mobile, in-shop and through our instadia betting kiosks at Carrow Road.”

“We’re delighted at Coral to be forming this partnership with Norwich City Football Club," Prevost said. "It’s fantastic to see the Canaries back in the Premier League with their exciting brand of football and we’re proud to be associated with a club with such rich heritage."

The partnership was negotiated by sports marketing agency BD Sport Rights, which also owns the betting service BD Stadia which will be used in the Carrow Road stadium.

The forgotten art of advertising
Posted on Monday August 03, 2015

Data has become king. The immensely impressive targeting capabilities that big data has brought with it have created a feverish need amongst marketers to reach ‘the right users at the right time’. Given that mobile DSPs are starting to gain serious ground, ‘the right device’ and the ‘right place’ have suddenly also been added to this ad tech mantra. 

With some marketers now confident to pay more to deliver their ads to the right audiences than they do for the advertising space itself, the emergence of extreme precision targeting is a sign that big data is beginning to live up to its immense hype. It is no wonder that Sir Martin Sorrell claimed we are now “math men not Mad Men”…

Would a Mad Man have been so wise as this?

Today the ad tech industry can seemingly do it all. Even previous concerns regarding whether marketers could be sure that they were getting what they were paying for have been perfectly allayed with solutions that allow users to check, double-check and triple-check to whom and where their campaign is being served – all in real time...

Advertising has come so far since the days that ‘Mad Men’ is supposed to portray, with new impressive possibilities seemingly popping up every week that turbocharge the industry’s capabilities to new impressive heights. The amazing efficiency, precision and scalability that ad tech offers gives marketers the impression that they can do no wrong. But what about the effectiveness of the ad on the users experience though?

Creative is not (just) a noun

I honestly think ads are boring these days. It is ages since I have seen an ad that really impressed me. With the immense amount of creative tools readily available at advertisers’ fingertips, and the sharp targeting capabilities available, there is absolutely no excuse as to why advertisers are not rousing their target audiences with flawless campaigns. Unfortunately this is by far the case for a lot of brands, who simply release bland campaigns that bypass all creativity and memorability, using the same strategy as every single other brand out there.

Consumers won’t buy something they don’t remember, -people learn that in their first lesson at business school. Today, all advertisers have the same tech tools available them, which does not set anyone apart from others. The differentiation occurs when a campaign is pepped up by a bit of old fashioned creativity.

As the great Dave Trott once said: “Creativity may well be the last legal unfair competitive advantage we can take to run over the competition”, so why not make the most of it?

You work in advertising, your job is to excite people, not herd them. Simply goading users into clicking your ad is simply not enough.

The metrics of success?

Big data has brought with it big responsibilities for marketers, as big data also means 'more data'. So the industry has come up with a range of metrics in order for CMOs to make sense of the plethora of available data in order to optimise their campaigns successfully. However, as American marketing pundit Seth Godin notes: 

"Sometimes, we can't measure what we need, so we invent a proxy, something that's much easier to measure and stands in as an approximation. (...) When we fall in love with a proxy, we spend our time improving the proxy instead of focusing on our original (more important) goal instead."

This hits the nail directly on the head. The extreme dependency on metrics and KPI optimization that we see amongst marketers has quashed their willingness and/or ability to experiment with their advertising, effectively ripping any sort of innovation and truly creative thinking out of the equation.

Marketers tend to forget that a user’s brand preference is built on emotional and sociocultural connections. No metric, no matter how clever or precise it is, will ever change this fact.

So, forget metrics for a second, we’ll get back to that a little later. What is needed is creative ads that seamlessly engage and interact with their audience, -and not just in some fancy, high-tech intrusive manner.

So, no more crunching numbers, it’s time to get creative in order to make your online campaign successful. After all, it’s big, new CREATIVE ideas and not metrics, that remain in a person's mind long after the initial experience. Only the most creative ads are what really make a brand stick with the consumer in terms of top-of-mind awareness.

Advertising is simply not fun anymore. Don Draper would cry if he knew that his industry had been reduced to Excel sheets.

Creativity + big data = EUREKA

The old ‘right users at the right time on the right device’ mantra is often missing another component: the right ad. And I’m not thinking 'right ad' in terms of format compatibility. No. Forget ‘mobile first’, think ‘creativity first’. Everything else is secondary.

Your creative agency needs to display your product/service in the best possible way in order for you to attract your target audience, and big data will provide the vehicle to put it in front of them.

Metrics alone won’t improve your bottom line, but a brilliant ad combined with the right technology will. Ad tech providers supply the vehicle to take your campaign and enable it to perform in the best way possible. Ad tech makes your ads viewable, but it is up to you to make them memorable.

With so many premium brands moving towards automated campaigns, the future of the premium ad landscape is changing. If these brands are able to align their big data strategy with their creative potential, they will be on to a winner. However, if they fall into the trap of relying on metrics alone to push their brand, they will fail.

Maybe marketers are coming around after all though, with the birth of the so-called 'Attention Metrics' (yeah, that word again…), which has been released by the Financial Times. Attention Metrics will give brands longer guaranteed exposure time, allowing for more complex creative formats (and thereby campaigns) to potentially opening up a host of new opportunities for marketers to really get creative with their advertising. Whether the FT's initiative will prove to enable the rebirth of creative advertising, I’m not sure. Something is desperately needed though, because consumers are rapidly tuning out.

The fact is, we live in a time where everybody is connected, but precious few actually connect. Let’s move the advertising industry away from right half of the brain towards the creative left half, where it belongs.

Peter Andrews is a product marketing manager at Adform. The opinions expressed in this article are those of the author, and do not necessarily represent Adform.

Celebrity chef Wolfgang Puck gets brand redesign after 'losing clarity'
Posted on Monday August 03, 2015

Celebrity chef Wolfgang Puck and his portfolio of products has been given a makeover by Pearlfisher after the brand 'lost some of its clarity' as it expanded in to numerous touchpoints. 

With a wide variety of products, audiences, and price points, from high end fine dining, to cookware and supermarket products, Puck tasked the agency with repositioning his brand so that audiences would easily recognise his influence across the portfolio. 

The new positioning now marries Puck’s warm demeanour with his culinary credentials, while the brand spans his three key lines of business—fine dining, catering, and consumer goods— to redefine the full portfolio with clear boundaries for exclusivity and inclusivity.

Design-wise the core identity, which was inspired by the blade of a chef's knife, incorporates a new WP symbol and unique Wolfgang Puck typestyle. This is reinforced through supporting brand assets,
including a WP pattern and a monogram stamp; the latter is used across the portfolio as a quality
seal. A warm colour system features across touch points, in a bid to capture the feel and ease of California dining.

Jonathan Ford, Pearlfisher founder and chief creative officer, said of Puck: "Talented, ambitious and multifaceted, he established himself as a true challenger to the conventions of American fine dining in the 80’s and lifted the Californian organic food movement into an upscale yet accessible arena.

"Along the way, Chef Puck has evolved to become iconic as the first celebrity chef, but in reality Chef Puck caters to a wide audience, sharing his craft across many tiers of consumers and experiences. Our challenge was to work with him and his team to reemphasise what the man, the brand, and his portfolio of offerings are all about, creating a consistent red thread across all touch-points using a new visual identity system.”

Take a look at some of the work in the gallery below.