Thursday, 16 December 2010

WEB 2.0 SUMMIT 2010: "A Conversation with Mark Zuckerberg"

This video is quite long but I was glued throughout. It offers real insight into what is the main focus for Facebook right now, the areas they want to grow and the areas they definately want to stay away from.

Interesting to note Zuckerbergs view on businesses that effectively build themselves to be 100% reliant on the Facebook platform namely games developers like Zynga, Playfish etc.

He speaks about the collaborative relationship FB has in place with these developers and the fact that FB invested in better server technology just so that these games could be supported. His reasoning? to maintain the overall user experience, but he also referenced the revenue FB has gained from Zynga and others via advertising channels.

(Rumoured to be around the $1M/Month mark for each developer)

Areas covered:
  • FB Messages (The How and Why)
  • Plans for the future (Plans for development, areas they will avoid)
  • FB as enablers
  • The culture within FB
  • Apple/FB Music enabler (Will it ever happen?)
  • Will facebook expand to the wider web - Opportunity to become an ad-network?
  • Social Gaming
  • Social Commerce

Thursday, 9 December 2010


The imposing scale of the Lion against the models is just a crazy sight...


Love him/hate him I admire his creativity and the fact he wears his heart on his sleeve. The above video was well put together so I thought I would share...

Wednesday, 8 December 2010


Via the BBC...

Hublot Geneve

The battered face of Formula One boss Bernie Ecclestone features in a new advert for a Swiss company, whose watch was stolen from him in a mugging last month.

The 80-year-old was mugged by four people and also robbed of jewellery worth £200,000 ($315,000) in London.

The advert was an idea from Ecclestone himself who sent it to the firm.

The tag line quotes Ecclestone as saying: "See what people will do for a Hublot."

The watchmaker's chief executive Jean-Claude Biver said: "He told us, 'Please use it to make an advertising campaign because I want to show that I'm courageous.'

"I thought, 'Wow, this guy has some guts.'

"It is also a protestation against violence that we are all afraid of today."

The adverts will run for three days this week in British newspapers.

Bernie Ecclestone was taken to hospital after the mugging last month where he was treated for a minor head injury.

Whatever the point/goal of this campaign. Its certainly unique and disruptive... which is fine by me. Protesting against violence is one thing but I'm sure the crux of the matter is PR and ultimately sales.

In that respect its brave of a luxury brand to associate themselves with criminality in any respect - protest or otherwise. Interesting campaign, I will follow feedback closesly.

Tuesday, 7 December 2010


INFLUENCERS FULL VERSION (FR) from R+I creative on Vimeo.

A while ago I posted the trailer for Influencers. Above is the full version for your enjoyment...

Influencers is a short documentary that explores what it means to be an influencer and how trends and creativity become contagious today in music, fashion and entertainment.

The film attempts to understand the essence of influence, what makes a person influential without taking a statistical or metric approach.

The film is a Polaroid snapshot of New York influential creatives (advertising, design, fashion and entertainment) who are shaping today’s pop culture.
“Influencers” belongs to the new generation of short films, webdocs, which combine the documentary style and the online experience

Monday, 6 December 2010


You've got to love Zuckerbergs energy. He oozes passion and ambition. Here, he speaks on the past, the present and the future for Facebook. This video is a must see for the novice, the savvy or just the curious.

(Thanks to Alex Wright over at Facebook for the link)

Part 2... (which includes the ACTUAL Winklevoss Twins)

Friday, 3 December 2010


Social Backing without losing equity from the people who really count...

You can often find me bending the ears of Friends and Family about my 'ideas' and what I would do if I had the funds... the ideas aren't the problem. But for alot of people the funds are... Luckily for the ideas I'm especially passionate about, I have found people who are passionate about them too. So experimenting with samples and Beta's is alot easier with two heads four hands and fourpockets.

However, sometimes you need serious capital to make dreams a reality. You have a few options... you could visit a VC, go on Dragons Den (which is often more of a risk to personal pride than anything else) OR... you could pitch the idea to the very audience who will buy your products...

Kickstarter is a very exciting new site that makes the latter a real possibility without losing alot of equity in the process... all you need is an idea, a prototype (which helps your cause) and a little Social Media magic to promote your concept and raise the cash you need for your first real order.

I stumbled across Kickstarter when I read about MNML design on Their idea was simple, produce high quality DESIRABLE iPod Nano Watch straps.

See their pitch to you the consumer below it makes for compelling viewing.

See full profile here

By pledging your interest in watch on Kickstarter you are basically agreeing to a pre-order placement at a certain price.

Based on the results below it seems like a pretty good strategy...

It goes without saying that this is an highly appealing idea and was quickly picked up by the top fashion and design blogs around. However for budding innovators I think Kickstarter is an excellent idea and I plan to experiment with it in the future.

From the Kickstarter site...

Kickstarter is the largest funding platform for creative projects in the world. Every month, tens of thousands of amazing people pledge millions of dollars to projects from the worlds of music, film,art,technology, design, food, publishing and other creative fields.

A new form of commerce and patronage. This is not about investment or lending. Project creators keep 100% ownership and control over their work. Instead, they offer products and experiences that are unique to each project.

All or nothing funding. On Kickstarter, a project must reach its funding goal before time runs out or no money changes hands. Why? It protects everyone involved. Creators aren’t expected to develop their project without necessary funds, and it allows anyone to test concepts without risk.

Each and every project is the independent creation of someone like you. Projects are big and small, serious and whimsical, traditional and experimental. They’re inspiring, entertaining and unbelievably diverse. We hope you agree... Welcome to Kickstarter!


If you are a fan of Angry Birds you are going to love this...

Thursday, 2 December 2010


When was the last time a piece of Marketing gave you chills? Well you would have to be a robot not to get excited by the latest piece of experiential by Ralph Lauren.

I have just spent the last 7 minutes aghast at the Ralph Lauren 4D Experience. I have seen this sort of thing before. But NEVER with such meticulous innovation and planning.

All in Glorious full screen HD picture and sound. (Please view in this format if at all possible...)

There are so many reasons to be impressed with this campaign aside from the obvious.

Here are my top three...

Firstly: Brands have a relatively short window to go get a season range ready for a regular Fashion show, let alone planning 4d integration into a static building so it looks flawless.

Secondly: Fashion Shows are deemed over the top by many with crazy themes and unwearable clothing. However they are about creating buzz and pushing the boundaries this serves to re-enforce the notion that creativity still exists within the fashion house itself and is at its core driving the mass market brands. How fitting then that digital innovation takes pride of place at Ralph Lauren.

Thirdly: This is an interesting take on content aimed primarily at the digital/Social Media environment. Sure, it makes a great live show for the critics and a great PR story for the traditional media. But where it really comes to life is within the Social Media environment. Its never been easier to express to the masses your love for a brand or for something a brand is responsible for. It works... you are digesting my opinion right now and whether or not you agree with it, your awareness of the brand has risen. Content like this mobilises genuine digital evangelists and arguably in marketing terms that is priceless.

Wavemetrix, have released some stats around this campaign:
  • Brand mentions
  • Products featured in the video (What the video is selling)
  • Social media content itself ie. people who arent so concerned with the evangelising about the brand but more the concept/video and its quality as an idea.
The chart below represents percentages of uplift in mentions and very much speaks for itself...

Wednesday, 1 December 2010


...OK not in reality but digitally and it appears Hollywoods top A-Listers are prepared to join her.

I love this idea. It needs no real explanation from me as the below video does it justice.

It says a lot about how far we have come with Social Media and its perceived value to celebrities as a liberation of their voice on one media outlet. Taking control back from the media so to speak... whether their respective Twitter accounts mean that much to to the average Joe is anyones guess and could be debated at length I'm sure.

What Could be quite interesting/funny however is some sort of rebellious campaign which allows the world public the opportunity to raise more money for World Aids Day to keep them digitally dead longer! I for one would love to watch that unfold!

Given the recent success of X Factors Wagner (HRH) and not forgetting the wonderful Rage Against The Machine For Number One campaign from last Christmas its well within the realms of possibility that this approach would in fact raise more money! (In Britain at least)

The only issue is that this may kill a few Celebrity egos in reality as well as digitally...

Tuesday, 23 November 2010


Bang goes my LIFEBOOK idea... :p

Lovely piece of work from Perfect Fools/DDB Paris for Bouygues Telecom...

Siavosh Zabeti writes...

"Bouygues Telecom asked us to come up with an idea to launch their facebook platform.
They wanted us to create something that would go beyond using your profile picture in a funny way, or pranking your friends with a small joke.
We decided to look at the way we use facebook and found that even though we use the social networking site everyday, we forget our favorite moments we share online.

So we created an app that could change that, and keep your facebook, in a book."

Wednesday, 17 November 2010


So, Facebook are the innovation monsters of the moment with expected gamechanger 'Messages' announced officially on Monday and the announcement that Facebook 'Credits' go on sale in Game and even Tesco supermarkets this week. We know that Social gaming shows no signs of slowing down and with over 50% of games (including Farmville - the most popular social game) adopting Facebook credits it would seem that Facebook are pioneering virtual to physical currency offering in its truest sense. Users will be able to spend credits in social environments to obtain virtual tools and power-ups in the gaming environment.

For me, here are some the more interesting thoughts:

Social to monetise Forresters ‘Young Teens’ classification:

Facebook have found a way to tap into the under 18 market effectively. This demographic are less likely to have access to credit or debit cards, yet according to Forrester, Young Teens will be the most active in the social space. Now school children can exchange their pocket money at the local Newsagent for Facebook credits as opposed to Panini football stickers (or WWF when I was but a lad!)

Facebook Connect:

In theory there is nothing to stop Facebook expanding their offering past virtual currency to real tangible physical goods. Stores like Levis are hugely integrated with connect already but still long for that REAL TANGIBLE BENEFIT then again doesn’t every brand in the social space…

Has FB connect for instance been one big plan to set up the most advanced virtual trading market the world has ever seen under the guise of encouraging brands to be ‘more social’…

OK, OK… maybe that’s a little deep but its interesting to think about…

Tuesday, 16 November 2010


I am particularly pleased with this since it was our first big cross channel campaign with a Social Media objective. The team did good!

From Steaks UK Blog:

"We are very excited to announce that Steak won the sought after DADi award for ‘Best Digital Media Strategy’ for our work with and the ‘Summers’s Hottest Playlist’. Steak, also received a commendation for ‘Best Use of Organic Search’ for Virgin Holidays.

The ‘Summer’s Hottest Playlist’ campaign harnessed the passion of Swiftcover’s music-loving audience and sought to engage with its fans through a fun online campaign.

Car insurance isn’t something that usually sparks much excitement but with Swiftcover we tapped into the music festival spirit with a Facebook app and interactive challenge to social media fans to devise the “Summer’s Hottest Playlist”. The campaign worked in collaboration with top Absolute Radio DJs and Spotify. Facebook fans increased by 280% in a two-week period, and 22,000 people voted for the playlist.

We were also very pleased to receive recognition of our work with Virgin Holidays’ January Sale in SEO, where we beat our sales target by 168%!

So it’s smiles all round."


Friday, 12 November 2010


Facebooks new ‘secret’ product to be announced on Monday is Facebook Email.

The big concern here (as there always is with a new Facebook announcement) is that Facebook Email will be the end of AOL Mail and potentially take a chunk of MSN Hotmail/Yahoo Mail. AOL is particularly concerned since a huge chunk of their overall traffic is made up of Email impressions (which to be honest have never converted well for me or my clients from a display sense).

I’m excited by this announcement since I’m a huge Facebook addict. For many people including myself, Facebook is their homepage. This is a natural evolutionary step for the platform and given the sheer size of the audience my feeling is that this will be a successful move in the long run.

I will certainly be opening an account.

Thursday, 11 November 2010


Have you ever thought about just how much you post on Facebook? I'm a Facebook addict and have upset many people with 'post overload' particularly on a Wednesday night when I am cringing at the apprentice - sharing my thoughts whilst rubbing my eyes...

I always look at old family pictures from times gone by when my parents were young and 'courting'. I find it fascinating as every older album progresses and tells a story...

Imagine being 65 years old and literally being able to track your life day by day seeing relationships come and go, your thoughts vent and disappear, friendships form...

I find it truely intriguing... I must keep in mind to start a business that crawls your Facebook profile and builds a: Life book 40 or so years from now...

Credit to Lynsey Galashan here at Steak for the above video


INFLUENCERS is a short documentary that explores what it means to be an influencer and how trends and creativity become contagious today in music, fashion and entertainment.

The film attempts to understand the essence of influence, what makes a person influential without taking a statistical or metric approach.

Written and Directed by Paul Rojanathara and Davis Johnson, the film is a Polaroid snapshot of New York influential creatives (advertising, design, fashion and entertainment) who are shaping today's pop culture.


Music credits:
© Robert Glasper - No Worries / Blue Note records
© Passion Pit - The Reeling / Frenchkiss records

Credit to the talented Lisa Tasker

Wednesday, 10 November 2010

Tuesday, 9 November 2010

To be a leader...

A great quote:

If your actions inspire others to dream more, learn more, do more and become more,


Courtesy of @Partnerships09 Twitter

I subscribe to this...

Another genius theory from Armano...

Saturday, 11 September 2010

SUMMERS MOURNING, the pioneer in online insurance, launches a fun campaign to celebrate the end of the summer. Using social media and supporting display campaign, calls on users to upload their favourite photos to its Facebook appfrom 27 September-10 October. The photos aren’t the usual shots of people partying: the call is for the saddest faces to “mourn the passing of the British summer”. Users will also be able to download a playlist of the best of the summer festival music.

The gallery of sad faces will feature on the Facebook page, updated in real-time, and can be linked to users’ own Facebook pages. The winner of the best “mourning” face will be announced w/c 11 October, judged by and will win a Red Letter DayTM experience day voucher worth £300; further prizes include 20 Spotify premium accounts worth £2,400.

The interactive campaign including display advertising, social media activity and advertising in casual games; was devised and conceived by’s digital agency Steak. Steak also designed and developed the “Summer Mourning” Facebook application.

Visitors to the Facebook page can download a best of the summer festivals top 25 tracks, voted by music fans, from a playlist devised by, Absolute Radio and Steak. The list is available for free download via Spotify from 27th September.

Tina Shortle, Marketing Director of Swiftcover says, “We’re excited that social media remains at the heart of this campaign. Last spring, our ‘favourite tracks of the summer’ playlist successfully encouraged sharing between Facebook users, and with the success of this year’s summer festivals; the Summer Mourning campaign and its best of festivals playlist is a fun way of engaging with our audience around the popular subject of the end of the British summer through posting up sad faces. We’ve been delighted to partner with Absolute Radio and Spotify to create Britain’s favourite festival music playlist and it’s been great to see Facebook users take part to vote for their favourite tracks.”

John Barton, Head of Planning and Social Media at Steak says ” Music and summer festivals are effective passion points for the demographic and form the basis of our content strategy and Spotify playlist voting campaign. is utilising social channels to interact with their audience in an accessible way. People love to share their photographs and then ‘upload a photo to enter’ format is effective for community building. However this format is nothing new. We wanted to close the summer strategy in a different, fun and memorable way by poking fun at the winter blues after an amazing summer of music festivals with and Absolute radio.”

Kate Hussey, Head of Display at Steak says “We are once again excited about extending the field of our current social activity to further develop a relationship between consumer and client. We believe that integration between all digital and other advertising channels is crucial to gain stand out, but essentially, it’s finding a connection with your consumers that will gain, the all important, traction. We are delighted to partner with a client who is constantly pushing the boundaries of building consumer relationships through digital”.

Monday, 16 August 2010


From the Steak UK Blog:

List voted by music lovers through social media app

The campaign from, the pioneer in online insurance, offered music lovers the chance to create this “Summer’s Hottest Playlist” in collaboration with Absolute Radio. Building on their ‘Get a Life’ campaign, extended the campaign theme to encourage users to ‘get a life’ this summer by voting for the summer’s hottest tracks. The campaign devised by Steak, used Facebook as the main hub, hosting an easy-to-use voting application.

A master playlist of 75 tracks was selected by popular Absolute Radio DJs: Christian O’Connell, Geoff Lloyd and Ben Jones. Spotify and Absolute Radio listeners were prompted by the DJs to visit the Swiftcover Facebook page and voted daily for two weeks via the “sucks” or “rocks” buttons beside the track. This saw the music tracks physically rising and falling, depending on popularity, on the Facebook “chart”.


The final playlist hosted is hosted by Spotify on 22 June through the summer; with Facebook fans, Absolute Radio and Spotify listeners being notified that the winning list can be downloaded and played all summer long.

The idea was conceived by Steak, who is handling the social media and online display campaign. Audio and display ads including billboards and takeover pages, will appear on Spotify, Absolute Radio and Facebook linking through to’s Facebook page. The Facebook app songs then link back to Spotify, which enables visitors to the site to listen to the tracks they’re voting for; and there is an opportunity to win a Spotify premium account for a year.

Tina Shortle, Marketing Director says, “This is a perfect campaign for the summer – sitting in the park in the sunshine listening to music that you’ve voted for – it epitomises our ‘Get a Life’ campaign. We’re excited that social media was at the heart of this campaign. Absolute Radio, Facebook and Spotify are the perfect partners for music lovers to create this ‘Summer’s Hottest Playlist’”.

John Barton, Head of Planning and Social Media at Steak says “We wanted to demonstrate how we can effectively integrate social media into our existing through the line digital strategy. This campaign is ultimately about building and fostering relationships between and their audience in social channels that they’re comfortable with by adding value rather than selling. Music and summer festivals are effective passion point or the
demographic and form the basis of our content strategy. We are excited and fortunate to work with brands like who continue to lead the way in digital marketing within the insurance vertical sector”.

Kate Hussey, Head of Display at Steak says “We are excited about enhancing the current Absolute Radio partnership for along with introducing another key strategic partner, Spotify, as a main driver of our audience. We believe that this campaign has the ability to kick off a summer full of ‘Getting a Life’”.

Sunday, 31 January 2010


I'm a huge believer in using what your have to the full extent of your creativity. Advertising in its digital form is often considered to offer almost limitless boundary for creativity given the technology at our disposal.

This can be said of large takeovers or widgets or apps. But what about the simple formats - the formats we see every day. When was the last time a banner COMMANDED your attention?

Just because its simple doesn't mean it cant be effective. Marrying creative concept with delivery vehicle (in this case - the literal sense of the word)is crucial to success.

So when was the last time you saw a simple Bus wrap which took your breath away..?

This is a good way... (Via bbcicecream)

(The wrap illusion is so convincing it looks like a huge prop is actually attached to the bus. Apologies to anyone who feels patronised but I genuinely wasnt sure if everyone stumbling on this would get it at first glance! -including me)

Tuesday, 26 January 2010

Pharrell Williams (Is it the shoes???)

Say what you like about him but Pharrell Williams is one of the most creative, entrepreneurial people in the world...

Having a few entrepeneurial ventures myself, I find the interview below quite intriguing.

Not everyones cup of tea... "if you have a good idea, and the right team around you dont wait, go ahead and do it" his portfolio proves this works...

Guys with this creativity and drive inspire me so I had to blog...

Enjoy.. (or not)


SIDEBAR: Fwd to 34:15 for Pharells opinion on how digital is shaping the music industry now and in the future...

Pharrell Keynote at MIDEM 2010 from thecashmerethinker on Vimeo.

Pharells Murakami collaboration from the Pop Life exhibition at the Tate 2 weeks ago... (taken on my rubbish iPhone camera)

Back with a bang... MySpace and Adidas Originals

OK so I havent blogged in a long time. Steak has been quite the hive of activity of late and whilst Twitter has been my main outlet my blog is looking lonely and bereft.

I thought I would come back with a bang citing two of my favourite campaigns of late from mySpace and Adidas. The common denominator here is that they both use Facebook Connect...I plan to post on this very soon.


This is the most impressive custom video viral I have ever seen. Personalised videos always impress... remember this from glue? But the problem is that they have always looked choppy and well...fake. This was never an issue with the concept (which like Mini was almost always well planned out) but moreover it was an issue with the technology at the time.

Well fret no longer... give it a go. Log in with Facebook connect to witness the power...

Adidas Originals: Star Wars edition

Dear Adidas... you can do no wrong in my eyes... I am consistently impressed by your product innovation, your campaign concepts, your digital/social/guerrilla marketing endeavours and your holistic approach to communications which ties it all together. As a fan, you give me what I want and I love you for it.

Also check out... Adidas Video Viral: (Love the soundtrack)

(PS. Thanks to Kamil Yadallee over at MEC Global for sharing the links)