Nick Simons

"The era of brand is dead" - a fascinating listen about the future of our industry and how important it will be for so many to adapt or die. It made me reflect on the journey Miles Angell and I have been on over the last four or five years. Scott also stated that the bigger the screen you're working on, the harder it's going to be, due to changing watching habits and the shifting media landscape. Well, we spent the major part of our careers making TV shows and advertising - not movies - but stuff for bigger screens. Since we joined forces under the Angell Brothers banner, the type of work we do has been shifting along these same lines of change Scott is advocating for... 📺 From bigger screens....to smaller screens 📱 🚦 From directional content...to ecosystems and the creator economy 👫 👷‍♂️ From creative service work...to creating original IP 👨‍🎨 🏢 From campaigns...to formats, products and distribution 🌍 📽 From passive audiences...to co-creation and community building 🤝 Just to illustrate this change of approach, we have a kids entertainment IP on our slate, which we tried to sell to the traditional broadcasters. However, we were facing a years long process, giving up the vast majority of the IP and control, and then there's still little guarantee of success. It was a bleak option. By comparison, we met with a games developer this week to discuss launching it in Roblox. For a relatively modest amount (approx £50k), they'd be able to roll out an in-game experience within a matter of weeks, are confident of reaching millions of users, and we can do all this whilst maintaining our creative control and stake in the IP. It's a no-brainer. But it's still scary to transition away from the industries we're familiar with. Our only approach is to bring all the craft, dedication and storytelling skills we acquired in the past to these new spaces. So if you're similarly worried about the state of the advertising and broadcast industries, our message is to embrace the change, trust in your abilities and keep running at these new opportunities. Fortune favours the brave after all. #creative #creativity #advertising #marketing #broadcast #socialmedia #content #formats #freelance #angellbrothers https://lnkd.in/dgtp76nm

11

7 Comments

🚨Pitch Positive Pledge only works when its two way…how can we expect clients to learn better behaviours if we don’t teach them. Behaviour change takes years of undoing and nudging towards the end goal. 💡It’s important and OK to say no if those behaviours aren’t observed. More importantly let the client or intermediary know why you have declined and what they could do better next time. It’s not a game of stick or twist…positively we are trying to do this every day Publicis Media Starcom but it’s a collective and considered decision. Our people 🙌 need to come first and that’s where it starts. Second, third and fourth is every other factor.

35

1 Comment

Traditional Media need to come to terms with the New Reality My 🔥 take on MIPCOM 2024: PART ONE It’s been nearly 2 decades since I last attended MIPCOM. This year, I MC’ed and helped to produce the AI Summit at MIP Markets - MIPCOM, MIPJUNIOR, MIP CANCUN & MIP LONDON and had a unique vantage point to observe the shifting tectonic plates of the content industry. Amidst reunions with old friends and new- from the Croisette to the many spectacular dinner events and parties, one theme emerged crystal clear: the gap between audience behavior and industry response has never been more apparent. Evan Shapīro’s opening keynote at the AI Summit set the tone for the week's most pressing conversations. While traditional television grapples with evolving viewer habits, digital creators like MrBeast are drawing audiences that dwarf traditional television's biggest hits. Yet surprisingly few traditional studios are pivoting toward this type of content creation. The disconnect isn't with the producers – they're simply creating what networks and distributors want to buy. The real question is: why aren't networks adapting to actual viewer consumption patterns? IMO, The most dynamic discussions weren't happening on the stage at the Palais. Rather, the most interesting conversations were happening in the Innovation Lab with Laura Florence, Ed Love, Marianne CARPENTIER, Damien Viel, Johann Choron, DLA Piper and of course, Runway's Emily Golden. (There were many others which I'll post about this week) and were centered on monetization strategies, audience engagement, demographics, audience behavior and how AI is affecting every single step of the production workflow. It was here, in the innovation lab where forward thinking content producers understood that they are no longer simply just “producers”. They are producers, strategist, marketers, sales, people, licensing executives, and everything in between. While audience behavior has undergone a dramatic transformation, the traditional media infrastructure is still catching up. The future success of content creators and distributors will likely depend not on resisting these changes, but on embracing them and finding innovative ways to bridge the gap between traditional media models and new consumption patterns.

24

I'm getting Whatsapps from the likes of Dave Harland and 🇺🇦 Eddie Shleyner, both keen for pints. The creative director of Channel 4 streaming, Landy Slattery, is Whatsapping me to discuss panel chat. Nick O'Connor is WhatsApping me to tell me he's going up Ben Nevis. Wait. That last one. That seems strange. But it's true. Anyway, whatever YOU need to do to prepare for next Wednesday, that's fine. But whatever you do... Make sure you've got a ticket. If you've not bought one yet — find a link in the comments below and get it done. There'll be jazz. There'll be poetry. There'll be ice-cold beer. There'll be copywriting legends... copywriting fools (me and Nick)... and copywriting coasters. There'll be a buffet. There'll be Warren Buffett.* There'll be experiments. There'll be a talk about Kurt Vonnegut. There'll be introverted people feeling considerably more relaxed than usual. There'll be a whole barrage of interesting ideas about how you really get good at writing copy and how AI can help you do that. There'll be John Forde, Lauren Ingram and Heather Murray. There'll be table tennis. There'll be mild delirium. There'll be confusion. There'll be panic. There will be blood... wait... no. This has gone wrong. There won't be blood. Neither Daniel Day-Lewis nor Paul Dano are coming. Or are they? No. But Natalie Moores is, so buy a ticket. For goodness sake... buy a ticket NOW before you miss the boat completely. * Not factually correct.

15

11 Comments

Reflections on week 4 of Oxford AI course …… Two big themes this week…. …..about humans losing power; and also about how we can retain it.  First the glass half empty view…. - Are social media algorithms (specifically how they are used to select the content we see in our newsfeeds) an early warning indicator of how AI can drift into working against humanity, without us even noticing…  - The algorithm’s objective in serving us content on social media is click throughs - to drive engagement and ultimately revenue – this is what rewards the algorithm - The more predictable the user, the more likely they are to click on what they are served - It is therefore in the algorithm’s interest to make us all more predictable - Effectively to tweak our preferences, bit by bit - Users with more extreme preferences are more predictable - And this leads to a stoking of extremism….insidiously Now the positive side  - about how humanity retains its “power”. - Our intelligence is what gives us “dominion”. - Our civilisation is a direct consequence of our intelligence.  - Having access to much greater intelligence could enable a better civilisation - If we simply just use AI to do what we already know how to do, but at far less cost and greater scale, then this could transform living standards and GDP for everyone – so the prize is colossal - But, if intelligence is what gives us dominion, how do we avoid a super intelligence gaining new dominion over us? - An answer may lie in specifying the primacy of upholding (rather than manipulating) human “preferences” in AI systems  - And then building in an explicit uncertainty in the algorithm about what those preferences are  - such that it is forced to “check” at each cross-roads. - Uncertainty is the key. - Basically we need to programme in deliberate uncertainty in the algorithm about what it thinks it knows about our preferences or objectives – swapping out “perfectly known” for “imperfectly known”. 

12

1 Comment

More insight than ever

5

1 Comment

Some thoughts on Dupe Culture - We live in an aspirational society where climbing the social ladder is more or less possible - With most traditional forms of marking social status faded or fading, we’ve gravitated towards products that tell the world which rung we stand on - The backdrop for this has been zero percent interest rates and an explosion of access to debt, democratizing access to status symbols - With the bill coming due, and the economy teetering at a micro level, people are desperate to write a narrative of their behavior that doesn’t reduce perception of their social status - Dupe culture repositions this social hierarchy anxiety by giving personal agency to people who are “smart enough” to get the utility out of similar products - The irony is that this only reinforces the value of luxury because luxury is about purposeful wasting of utility to display control over resources - The backpack you buy on TikTok has more utility than anything Hermes makes but it doesn’t mean anything no matter how hard you try to position it as a smarter choice - Our refusal to face climate change is in large part tied to our addiction to using waste to signal status - Luxury brands have nothing to fear but Dupe Culture can take a big bite out of mid premium and premium brands that don’t mean enough to people - People buy a fever mirror dream of themselves, filling a god shaped hole

1

I've read a lot of interesting takes on this social platform and others, regarding the demise of the Evening Standard (newspaper). I spent two spells at the Standard and, largely, have great memories of my time there, worked with some brilliant journalists and fulfilled a childhood dream of seeing my byline in the paper that my Dad brought home from his commute each day. My first spell (2005-2009) was working as a reporter for, primarily the newspaper, which published three editions each day. One person (!) was tasked with uploading our stories online which he dutifully did throughout the day. My second spell was as digital sports editor (2013-2016), as the organisation began to pivot more purposefully towards digital. The decline of print has been two decades in the making, at least. The fact is, we all have these incredibly powerful devices that access a whole host of news sources rapidly. Newspaper ad revenues have plummeted because, yes people do not want to pay for print products like they used to, but most significantly, the social platforms offer advertisers incredible data and targeting. It’s not a fair fight. Newspapers had needed to evolve into digital first news brands since the turn of the century - with purpose and a clear commercial strategy. The Standard was slower than others to realise this, partly because of its privileged and long established distribution network across London. It also leant to the right, supporting Tory mayoral candidates and preferring to concern itself more with London’s aspirational set rather than an increasingly diverse, economically-challenged city. That suited the commercial team which liked to position the paper as a harbinger of middle class trends, and go after the luxury brands. London is a lot of things to a lot of people, but 8 years under a Labour Mayor tells its own story. Nevertheless, the Standard always championed investigative journalism, proper news values, and often set the agenda for the dailies the following day. I hope it continues to do this via digital platforms and products because the name means something to a lot of people and there remains some really talented and committed journalists at the paper. For those mourning the paper’s demise, ask yourself: when was the last time I paid for a newspaper? We are all complicit in print’s decline because tech has changed the means with which we get our news. But with all the fake news out there, major news stories such as national elections in the UK and US and conflict raging in the Middle East and Europe, real, trusted journalism matters more than ever in 2024. The Standard's owners do not need to look far to see how newspapers have successfully pivoted to online, with The Independent (also owned by the Lebedevs) and Daily Mail both growing their audiences, revenues and improving their user experience in recent months.

56

7 Comments

Glastonbury (the biggest festival in the UK) has 17x less impressions on TikTok than Coachella… my latest column with The Times shows how influencers can change that ⬇️ I’ve never been to Coachella, but it feels like I have because of the sheer amount of content that comes out of the festival from content creators… get ready with me outfits, concert content on stage, the food, etc. Startups & brands alike are taking advantage in a big way, sending creators to Coachella or even shelling out to host them. This piece digs into poppi’s strategy & how they worked with Alix Earle to bring in 250M+ impressions, as well as how influence has worked at Glastonbury in years past for brands like Hunter Boots Ltd 🚀 Do you think we’ll see a bump in brand activations + content creators at festivals like Glastonbury here in the UK? Huge thanks to poppi’s founder, Allison Ellsworth, for chatting with me for this piece 📰 Link here to read: https://lnkd.in/eMY6H5px #contentcreator #creatoreconomy #businessnews #startupnews #thetimes #influencermarketing #marketingstrategy #viralmarketing

56

10 Comments

VENUM x Off-Script with Ty Temel

10

1 Comment

This debate was a farcical exercise in avoiding the issue. Last Tuesday, the Institute of Practitioners in Advertising organised a debate at the House of Commons: "The anti-woke agenda is fuelling creativity".  And what a wasted opportunity it was.  But then again, why was I surprised?  Adland's institutions (its associations, awards shows, trade papers, and big London-based network agencies) have, for 12 years, failed to critique the influence of the woke agenda (to use the language that framed the debate) on our industry. Instead, for years, they embraced Social Purpose as the go-to-market strategy and currently unquestioningly accept DEI as the organising principle for agency recruitment and internal affairs. In the "debate" itself, all four speakers - to varying degrees - were actually against the motion! As Nick Asbury has observed the "proposers and opposers were of one mind in defining ‘woke’ as standing for all good things (not racist, not sexist, not fascist) – a definition that pre-emptively casts any dissenting opinion as ‘anti-woke’ and therefore beyond the pale". There was no mention of the fact that woke has become synonymous with cancellation, de-platforming, trigger warnings and fear of misspeaking. Or that, in "unconscious bias", it asserts that all white people are inevitably racist whether they know it or not. Thus automatically calling into question any opinion they might be bold enough to proffer. Nope, no one referenced the above - or the fact such traits might just be inimical to the expression of alternate points of view, original thinking or creativity. On the contrary, the speakers inveighed against a diabolical "anti-woke movement". Nick Asbury and I tried our best to see our creative industry (advertising) in this context but eventually had to explain that, in our circumstances, the "anti-woke movement" essentially amounts to erm ... him and me. I also pointed out that in our world, woke (in the form of Social Purpose campaigns) has not been rejected by some fiendish cabal (aka Nick and me) but by a) our clients and b) the consuming general public. Aside from that, there was no mention (never mind critique) of woke censoriousness (and groupthink) and its baleful impact on creativity.  Which surely is what we should've been debating. But then again, it's a discussion that our industry panjandrums have been avoiding for years. And they probably went home on Thursday evening happy at another snow job well done.

26

15 Comments

Learnings from a Super-Productive and Thought-Provoking Week in Dubai So, I’m back on the cloudy shores of London and no longer under the clear, blue 37-degree Middle Eastern skies 😞. However, I’m feeling refreshed, with plenty to implement and reflect on for the future! I thought I’d share a few insights as proof that our stalling current market can be fixed, especially since the Dubai market is, in fact, growing even now! Post-COVID, with everything going on in Europe and the US, this was something that surprised me the most. Many agencies in Dubai have yet to make a single person redundant, even while working with some of the worst payment terms I’ve seen in any market! (One agency I met is still chasing payment from two years ago.) Why, though? 👉 Tax is a large part, of course. VAT for companies in Dubai is 5%, instead of 20% like in the UK. Corporation tax is 2%, compared to the newly introduced 25% in the UK, for example. I think a lot of Western business owners in particular can instantly imagine what that would do to their cash flow. 👉 Recruiting the best people regardless of location and investing in them (in the form of visas, etc.). In Europe, I occasionally see this attitude, but nowhere near enough. In the UK and US, it’s almost non-existent. This is why the work quality in the region is going from strength to strength and is not stagnant. 👉 A can-do attitude. There’s a solution to everything. The question is, "How do we grow?" instead of "How do we survive or plug the holes?" They’re not constantly looking over their shoulder and firefighting. (Again, for small businesses, this could be helped with tax relief instead of increases.) 👉 Understanding their strengths and weaknesses. It was refreshing to see agencies, in particular, acknowledge that not everyone can do everything themselves. ‘If we can’t do it, who can help us so we can deliver for our client?’ And all of this without marking up a partner’s services while pretending they’re doing it themselves. 👉 There’s a refreshing desire for quality over quantity. I’ve mentioned this a few times here, but there’s a real emphasis on offering quality, whether it’s food, hotel rooms, customer service, or whatever else you’re paying for. This is something I feel we’re losing more and more of in London. I’m sure there are plenty of things I’ve missed from my list, but these were the ones that stood out most when I reflected on the past week. Imagine what we could all achieve if we were paid 60+% more, and the answer to everything wasn’t a never-ending cycle of taking more 🤔. Imagine if governments incentivized growth for SMEs rather than only paying attention when you owe them something.🤔 Shout out to the Dubai community, keep your eyes peeled for a Middle Eastern Unorthodox office real soon! Anyway, I’m off to figure out how best to pay my corporation tax bill 😂 Unorthodox #contentproduction #Dubai #thoughtoftheday #industryinsight

10

2 Comments

In this short film on my daily walk, I wanted to focus about the apparent contradictions which sets Anthropy apart - unlike any other leadership event in the UK. I believe those contradictions are exactly what make it so powerful. Contradiction One: We started a national conversation, not via government and a top down approach, but by percolating up the ideas and energy from across our communities, businesses, public, academic and charity organisations. Contradiction Two: Anthropy didn’t emerge from London, our national capital, it arose from Shropshire, yet spread nationally, because leaders all over, want a different forum, with different conversations, with different people. Contradiction Three: We hold it in the most inconvenient place, not in London or another city, but in Cornwall at the Eden Project, not because its convenient, but because it’s a place of consequence. Contradiction Four: We put business leaders next to artists, academics, the media, public and societal leaders. We mix leaders up from different sectors because no single sector has all the answers. Contradiction Four: Instead of a single theme, making ANthropy simpler to categorise, we have the biggest, all embracing theme of all - our country. Contradiction Four: We don’t target one sector's agenda, we target them all, in order to break down silos, not reinforce them. Contradiction Five: We don’t just have a few big names as speakers, we have masses of big names in the audience. Contradiction Six: We don’t in this hybrid age, ‘Zoom’ speakers in or content out. You are either at Anthropy or you aren’t – in the zone or nowhere near it. For enlightened leaders, going to something which contradicts the normal type of event or conference, should be thrilling, but it might also just be the way we contradict the negativity and issues we are facing together. I am calling on all contrarians, join us at Anthropy in March next year and prove yet again that going against the flow, is where you create a flow of ones own. More info at https://anthropy.uk/ #Anthropy25 #Contrarians

26

2 Comments

💥 We’re getting our sh*t together (pun fully intended!)💥 I am over the moon to share that we’ve WON the Innovate UK Creative Growth Grant! 🎉🥳 After 6 months of hearing "NO" on repeat: ❌ NO, we don’t fund consumer products. ❌ NO, it’s not “deep-tech” enough. ❌ NO, it’s not “life-science” enough. ❌ NO, you’re not Forbes Under Whatever and, oh yeah, you don’t have a p3nis. ❌ NO, you’re just a mum making products for other mums. ❌ NO, you don’t have enough traction. ❌ NO, you’re pre-sales, it’s too risky. ❌ NO, come back when you’ve got an MVP (spoiler alert: we will! 😉), and… ... 👻‘ghosted👻….. The good thing about rejection is it makes you better than ever before. Because of those “no’s”, we finally got the YES ✅ that matters. 🙌 And that's what counts! 💪 A MASSIVE shoutout to Asadullah Khan (more on him below) for his incredible work in helping us develop our Proof-of-Concept, which has been instrumental in securing funding 🎉 The grant will fund research that informs product development while proving that our game-changing, innovative product is exactly what parents need—and, crucially, something they’re willing to buy. 💥 🔍 We’re diving into some seriously cool stuff—working alongside the brilliant Isabel Lydall and Allyson Binnie from Curious to Clear Collective to kick-start ethnography studies. 👉 What’s that you ask? We’ll be listening to lots of parents (mums AND dads!) diverse in ethnicity, socioeconomic background, and with babies aged 3-30 months to understand their priorities on health, sustainability, convenience and affordability. We’ll be giving them an exclusive first look at our current design during focus groups and backing up insights with a significantly large quantitative study. We’ll learn exactly what functionality to prioritise in development, and—most importantly—why👏. Basically… we’re getting some SERIOUS traction🚀. And traction means more investment 💰. Stay tuned for what we’re working on because who doesn’t "love a good change®"? 😉 ===================================================== Before I wrap up: ✅ If you’re looking for a biomedical device design engineer with razor-sharp CAD skills and a can-do attitude, look this way. Asad interned with us over the last 6 months through our collaboration with the University of Southampton. His contributions have been nothing short of brilliant. Asad is a total gem 💎, and I highly recommend him. ✅ If you’re an expecting parent, or have a baby under 3 and want to be involved in the development of one of the most exciting products of our generation, DM me! ====================================================== Please like, comment, and share to celebrate this huge win with us AND boost visibility for Asad as he sets off on his next exciting adventure.🚀 #Onwards and #Upwards!!  🔥

309

140 Comments

Here in the UK, with a brand new session of Parliament about to begin following Labour's resounding victory, what could the future look like for the tech and creative sectors under Sir Keir Starmer’s Government? As a founder, here’s what I’m hoping to see… 💰 We've seen first-hand the impact of Innovate UK which has provided crucial funding and support for us and other tech businesses around the UK. It would be great to see Labour continuing to back this. 👩🏻‍💻 Founders need a seat at the decision-making table. The expansion of SEIS / EIS has been transformative for growth in the startup ecosystem, so sustaining and improving this scheme is crucial. 📈 We need clear, firm regulations in place to promote stability and growth. With unrest in France and the US Elections in November, now is the perfect time for the UK to position itself as a sought-after destination for investors. 🌎 Nurturing international talent is key. The success of @Tech Nation’s #GlobalTalent visa has been hugely beneficial for attracting top overseas candidates to the UK – creating opportunities for fulfilling careers, professional development, and access to UK markets and industry hubs. Overall, there’s plenty to be optimistic about. In fact, new Chancellor Rachel Reeves has already confirmed plans to set up a National Wealth Fund, with £7.3 billion dedicated to key areas like infrastructure and decarbonisation – could the creative and tech industries be next? I’d love to hear your thoughts on how we, as an industry, can take full advantage of this moment for our future. Let me know what you think in the comments 💭 #labour #labourgovernment #ukelection #election2024 #conservatives #tech #arts #playerplus

12

📰 The Future of News: A Two-Tier Media Landscape? A stark warning from parliament.uk: without action, we risk a fractured news ecosystem, with informed citizens on one side and disengaged communities on the other. 💡 “Having informed citizens with a shared understanding of facts isn’t guaranteed—and may not endure.” The UK’s media has defied the odds these past 15 years, with exciting new formats and diverse perspectives. But it’s not all good news… 📉💔 🔎 Trust in journalism is falling 🙈 News avoidance is rising 💸 Revenue streams are drying up 🤖 And AI? It’s shaking up EVERYTHING The risk? A “two-tier” system where some stay informed while others fall into news deserts or questionable online sources. So, what’s next? Tax breaks for local news 🏡, smarter AI policies 🤝, and more innovation💡 could help us steer away from the cliff edge. We are doing our bit at Contribly by trying to innovate the audience engagement side of the news, by getting real people’s voices included and heard in a safe way that social media doesn’t provide. The aim is to build trust and relevance! Let’s keep the news serving everyone, not just the privileged few. 🌍💪 What’s your take on this? Let’s chat! 👇🗣️ https://lnkd.in/enjesFrY

2

Brand storytelling work at Acumen starts with a question that gets people on edge: “Why would anyone care?” Over the years, we've learned how brands often operate in bubbles. Looking out when you’re stuck in your organisation’s walls makes you biased. (Just think: the rich guy living in a mansion will still complain about his neighbour’s ugly gardens. The perspective is warped). You then miss the critical connection with your audience. You get heard, but do you get remembered? Here are 4 key insights to make sure your brand isn’t just making noise, but truly engaging: 1. Intellectual Honesty: Ask that tough question — "Why would anyone care?" That introspection ensures your story isn't just heard but felt. 2. Reverse Engineering: Don't just share what your product is; explain why it matters. Understand and articulate the emotional drivers that make your audience care. This isn't about selling. It's about connecting on a human level. 3. Empathetic Storytelling: Every brand has a journey. Share yours. It's not the size of your business that makes a story compelling; it's the “Why?” behind it. That resonates universally. 4. Clear Drive: Identify the core of your brand's mission. What pushes you forward? What change do you aspire to make? This drive should be at the heart of your narrative, guiding every story you tell. From my experience, stories built on these principles don't just succeed. They thrive. They create a space where brands and audiences collide and connect, brilliantly.

22

2 Comments

The edited video from our new series on how to talk to clients with world-class communication skills. This is part of the greater series. This video covers how to hold yourself on camera for zoom meetings, and this advice extends into the real world. Get the basics right, and then doing the complicated parts becomes much more natural

6

2 Comments