Our Advertising Mail campaign for Royal Mail has been selected for The FWA (Favourite Website Awards).

If you like it, vote for it here... http://www.thefwa.com/submissions/advertising-mail

Kindle's Fire is a richly functional loyalty card, not an iPad beater

Comparing Amazon's new colour tablet, Fire to an iPad is missing the point.

http://marketingblogged.marketingmagazine.co.uk/2011/10/10/amazon-kindles-a-fire/

My first blog for Marketing.  

Google get direct

Google allow everyone to join Google+ and get direct to the point from the homepage. A simple arrow.

Google does Social

Google does Facebook.  This is interesting. 

I think Google's comment about Facebook turning friendship into one size fits all is absolutely spot on.  They are acting on a powerful, simple insight:  we have different circles of friends and communicate with them differently. 

For those of you who know (and most don't for the reason above)  I've been aggressively pruning my Facebook friends because I find a largely disparate group of friends, colleagues, peers and possible friends and professional contacts fairly useless......

Google certainly have the raw power and possibly the nous to make this work.  I hope Google's Circles has legs.  I for one am ready for Social Experience 2.0.

Apple have shown with Ping that they struggle when it comes to community creation which is why they are integrating Twitter into their OS's, and it seems Microsoft Live is dead(ish) too.

http://www.brandrepublic.com/bulletin/digitalambulletin/article/1077547/google-unveils-its-answer-facebook/

Team Prox Race for Life.

Well done Elizabeth, Ruth, Zoe and Kate for a fabulous effort, on a lovely day, and of course team organiser and after race cake baker Marie-Clare.

They've raised over £600 for Cancer Research UK. 

Donation page is still open here: 

http://www.raceforlifesponsorme.org/TeamProximity

Proximity's 20th Birthday Party

For all those lucky enough to receive one of the invitations to Proximity's 20th Birthday party. 

Curiosity got the better of the planners yesterday who carefully peeled the label off the album to discover it's s an LP called 'Supernatural Lancashire'.

The ever resourceful Adrian found it online - Listen and be spooked here:

http://www.finderskeepersrecords.com/discog_dim005.html

Jiggly Joggers Race for Life

Let's hear it for the ladies who are participating in this year’s Cancer Research Race for Life.

Donate here: http://www.raceforlifesponsorme.org/TeamProximity

Beauty - Experimentation, Habits and Inspiration white paper

Written by our own Scott Hendry. This paper provides an overview into some of the emergent behaviours and trends happening through digital channels that are influencing the beauty consumer.

Click here to download

A day in the life of an account exec...

... from our very own Will Harvey.

Here:  http://gradvantage.blogspot.com/2011/05/day-in-life-of-part-ii_25.html

Quote unquote from Will, "...and apologies for the standard jibes at the Creative and Planning stereotypes! Had to be done."

Hmmm.

“Everyone is saying they are comedians, but no one has told a joke yet"

The quote above is from Tony Spong at AAR which made me chuckle.

Matthew Chapman at Marketing Week has published an article on the overlap and competition between direct agencies and digital agencies. For me this is a moot point: although we have a short hand 'label' of a 'digital and direct agency' we define ourselves by how we create value.

Read the article here: http://bit.ly/hhLM3y

New Issue of Proximity BBDO Decoder Magazine

Read up on the latest innovations making their mark in 2011, from app-powered flat screen TVs to scene stealer tablets. Decoder is the monthly e-zine designed to decipher the digital world's latest innovations and unlock the secret code to success in this new age of interactive marketing.

Click through to the following link to read the newest issue: http://decoder.digitallabblog.com/issue2/

Europe in Data Graphics

Some great datagraphics on Europe on the Guardian Website.

For example, go to 'How we Live' and 'Trust in the EU' to see how different countries stack u: Slovakia is an advocate with more than 60% of the population expressing trust in a European Parliament, while the UK is the laggard at less than 20%.

And deeper in, Geece has 160 mobile phone subscriptions for every 100 people.

http://www.guardian.co.uk/world/interactive/2011/mar/14/new-europe-statistics-interactive

The Holy Trinity that offers a Post PC Way of Working

In 2015 it'll be the Mobile Revolution we point at as 'the next big thing' after Web 2.0.  The semantic web is interesting, but it's the Mobile Revolution that will transform people's lives. And by Mobile Revolution I mean everything connected through one or two lightweight devices with super-long battery life.

Full article here:

http://mediatel.co.uk/newsline/2011/03/09/life-post-pc-the-cloud-the-mobile-and-the-network/

Proximity Romance - Woo hoo to a week of woo

A retrospective post on the week of woo...

We all love a good office romance don't we. So to celebrate Valentines Day wegot everyone at 191 to spread a little love around the agency... and wow.  Did it happen!

http://www.facebook.com/pages/Proximity-Office-Romance/163250063723914?sk=photos

Like reality, brands can be difficult to pin down...

Here's me bigging up my latest piece on MMC...

Full article available
http://www.mmc.co.uk/Knowledge-centre/Expert-advice/How-to-best-use-branding-in-direct-mail-campaigns/
Share
Author: Adrian Hoole
Date: 07 February 2011

Like reality, brands can be difficult to pin down. Brands only exist as a collection of perceptions in a consumer’s mind, created by a myriad of historical experiences that define the ‘brand reality’ for the consumer.
That’s bit of a mouthful – but unfortunately, it’s par for the course. There’s so much mystique and complexity surrounding brands, it’s no wonder our primitive brains can’t cope with them sometimes.
For the inquisitive amongst you, there are a mind-expanding 719 million results on Google for ‘brand’ (and a mere 201 million for ‘reality’).
In this document, Adrian Hoole, Planning Partner, Proximity London, explains how marketers should best use the brand and branding in direct marketing channels.
In addition he provides five practical best practice tips for marketers in planning their campaigns
Download the full article by clicking the link below.
Download (PDF 71.81 KB) | Add To My MMC |
http://www.mmc.co.uk/Knowledge-centre/Expert-advice/How-to-best-use-branding-in-direct-mail-campaigns/

The next big things?

Seedcamp recently held their London expo for business start-ups, and there are some great new ideas out there.

Of note, is MinuteBox – a micro-consultancy site where you can find an expert and book them online in small blocks of advice-laden facetime... (Perhaps similar to zintro).

Also, Parcura sounds interesting – a networking site for parents looking for a babysitter/ caregiver etc with strong WOM creds.

Check out the rest of the top 20 here.

Boris' Bikes and Banks

The new Lloyds team have moved up onto the 4th Floor this week. Please come see us!

With that in mind, here is a blog post about banks that I've dusted off - feel free to take a look - http://fresheyeddeer.wordpress.com/

Flogging cars on Facebook

You may have seen news of Facebook Deals recently - potentially a big deal in the development of geo-location marketing i.e. using Facebook Places to target deals to FB users matched to their check-in destination.

Several brands are particpating in trials, the one to watch is Mazda - a proper ‘big ticket’ item (i.e. 20% off an MX5 when you check-in at a dealer = more than just ‘free coffee at Starbucks’).

Thing is, will this approach create incremental sales for these brands or merely result in giving money off to customers who were planning to buy anyway?

We shall doubtless find out within the coming months.

Adrian

More here -> http://www.marketingweek.co.uk/disciplines/digital/facebook-launches-deals-platform/3022875.article

Google Artwork - works of art from your armchair

Google Art Project let's you view a selection of artwork and galleries from around the world from the comfort of your armchair. Registering for the service also unlocks the ability to create your own art collection.

Speaking of art, special shout out to Proximity London's Bob Lambourne for his win at the National Gallery's 'Modern Perspectives' competition.



The judges said: "This image captures layers of history and the tradition of vedute (‘view’) painting as championed by Canaletto. The magical skyline, quietness of the time of the day and the romance of owning this early-morning experience are perfectly captured."

For more gems check out Bob's photostream on Flickr.

SouthWest Airlines Rap

Here's a little party starter ahead of tonight....

http://www.youtube.com/watch?v=tnOxvbGOTbM

p.s. And for something less talented but hopefully a little more insightful, here's a little post about newspapers...

http://fresheyeddeer.wordpress.com/

RockMelt

As Sepas says, I feel sorry for people on IE.

The new social browser - sign up and wait for you invite ... it's really nice with seamless social integration each side (hightlighted in red).

rockmelt.com

Rockmelt

I figured it's only right that I should put a final blog entry on here... so here it goes!

For those of you who haven't heard of it yet, check out ROCKMELT. I feel sorry for all those people still stuck on IE.

http://www.rockmelt.com/

A life on Facebook

One person's life seen through their social media account...

http://www.youtube.com/watch?v=F2n8Ma7y4-I

How many robots can you fit in Monaco...?

A few weeks ago, the Volkswagen team – from data, to production, to creative - were whisked away to Germany for a truly awesome tour of the VW factory in Wolfsburg. It was pretty fascinating to see the huge effort that goes behind making a car, so we thought we’d share the story...

Equal to the size of Monaco, this is VW’s largest production facility producing a whopping 2,800 completed Golf, Golf Plus, Touran and Tiguan vehicles per day. Apparently it would take you two weeks to walk around the entire plant, so we were pretty relieved to be chauffeured around in a sleek open-top 60-seater Golf!

Our tour began as we sped into the press halls, and right into the start of the manufacturing process. Here, ceiling mounted cranes lift steel sheets into cutting units, where 800 tons of force is applied to cut and press 2,500 tons of steel per day. We then zoomed into the body shop, where all sections of the car are clipped together by massive robotic arms (that seem to have a life of their own!) and welded in a sealed cabin. Impressively, most of the intricate work in these areas is carried out by a complex system of machines – approximately 94% of work in the press hall is done by robots, and about 98% in the body shop. Once the basic shape is created, the shells are zipped along a monorail towards the paint shop.

In the paint shop, shells are dunked into cleaning solutions and then completely immersed in paint. Once the final protective top coat has been applied, the finish is scrutinised by human eyeballs, before human hands complete the construction within an assembly hall.

To see first-hand how many processes every VW undergoes was pretty mind-boggling, and left all of us raving about the experience afterwards. We had an absolutely brilliant day and all came back feeling the “VW love”, so massive thanks to Joseph Pirrie and Jim Dyer for getting us there in the first place...despite the turbulence! :-)

Happy Valentine's Day, you're dumped.

The huge volume of personal data that we share on sites like Facebook is starting to throw up insights into human behaviour that we would never have had access to before. I am not sure how we're going to use this one but I love the peak at April Fool's Day.

This is a great site, full of beautiful ways to present really interesting information:

http://www.informationisbeautiful.net/2010/peak-break-up-times-on-facebook/

Plasticine Surgery with Wallace & Gromit model making tool

Our cracking new site for Royal Mail's Wallace & Gromit Christmas stamps is now live (and, right now at least, trending rather nicely on Twitter).

If you've ever wondered what you'd look like as a plasticine character, now's the time to get your hands dirty with the 'create yourself' tool and join the huge gallery:

https://www.wallaceandgromitstamps.com/

Will there be a nationwide Facebook profile picture takeover for Christmas? We shall have to wait and see...

Give 'em enough dough....

The extremely prestigious (especially for planners) 2010 IPA Effectiveness Awards were held last night. OK, so it’s the IPA - and you might be expecting the winner to involve a 122 second, retro inspired TV commercial, aired during Corrie. And you’d be right!

However, there are some alternative epics lurking in the Bronzes that weren't quite so 1980's e.g. The Orange Piste Map (an online customer journey optimiser).

Meanwhile, here’s proof that TV is not dead (if you throw enough dough at it).

Adrian

(p.s. I have to admit that I actually really like this ad!)


Hovis wins Grand Prix at IPA Effectiveness Awards

LONDON: 'As good today as it's ever been', an MCBD campaign for bread brand Hovis, has won the Grand Prix at the 2010 IPA Effectiveness awards.

The campaign - the case study for which is available to warc.com subscribers here - was based around a two-minute TV ad that updated 'Boy on bike', an iconic Hovis spot from 1974.

Heavy PR support helped sales of the bread rise by 14% year-on-year, closing the market share gap with rivals Warburtons.

The judges said the campaign was both "beautifully executed" and "hugely popular", adding that "Hovis mined its archaeology to create a fresh and modern campaign that was completely true to one of the UK's best loved brands."

Lord Burns, chairman of the judges, commented: "The judges were delighted to see the proof that a campaign that captured the public's imagination also managed to return a phenomenal £5 for every £1 spent.

"It is a wonderful example of how advertising can be effective in a less exciting brand category."

Other major winners at the event included DDB UK and MEC for TDA Teacher Recruitment, which took a Gold award, the Channon Prize for Best New Learning and won Best Multi-Channel Paper.

The Best Media prize, and another Gold, went to 'A new blueprint for sponsorship', a VCCP campaign for the O2, a London entertainment venue and tourist attraction.

Meanwhile, 'For The Love of Wispa', a Fallon London campaign for Cadbury that made extensive use of Facebook, won a Gold award.

Cadbury also picked up the Broadbent Prize for Best Dedication to Effectiveness, sponsored by Warc.

The remaining Gold winners went to campaigns for the Department of Health and for supermarket chains Sainsbury's and Waitrose.

Meanwhile, the prize for Best International campaign, along with a Silver award, went to JWT for its work with global bank HSBC.

You can browse a full list of all the available case studies from the 2010 IPA Effectiveness Awards on warc.com here.

Data sourced from IPA/Warc; additional content by Warc staff, 02 November 2010

Blackberry PlayBook

I knew I was right not to buy into the whole iPad thing. They're pretty, and they're fun, but the lack of Flash and AIR support means that you can't use them for the very thing they were designed for - entertainment on the web!

Luckily (and it was just a matter of time) other people are addressing this issue and soon we're going to finally see the full package in a tablet.

http://www.engadget.com/2010/09/27/rim-introduces-playbook-the-blackberry-tablet/

Will e-commerce save the planet?

We spend more than anyone else in Europe online; buying things we used to buy in a shop.

This has the potential to change the role of product packaging.  Product packaging that aims to sell a product on a shop shelf becomes redundant, and is replaced by the product page on a website.   

The role of the packaging changes from ‘selling on a shelf’, to ‘safe, eco friendly, cheap transportation':  The product packaging and the transport packaging become the same thing.  

Think of it.  It could take a whole layer out of the delivery chain, dramatically reducing ‘global transport mass’ which could end up saving the planet in reduced carbon emissions.

So the Internet might just help save the planet.  

Amazon have 'Frustration Free Packaging'.  They agree with manufacturers to eliminate the inconvenient, ecotoxic packaging that is impossible to open, bulky and heavy from the entire supply chain.

http://www.amazon.co.uk/gp/help/customer/display.html?nodeId=200392050

Ebay have their Reusable Box.  It’s the same concept as one of those re-usable orange envelopes you use for internal post.

http://www.ebaygreenteam.com/projects/the-ebay-box

Ocado claim that ordering from them is environmentally friendly.... "Ocado delivery van can replace up to 40 car journeys every single day." 

Wouldn't it be great to see the big grocers follow Amazon and Ebay's lead on this.

Herding Cats

Great creative idea. Let 100 cats let loose in IKEA "to see what happens".

See the new IKEA ad being made here.

http://tinyurl.com/2wedlry