Is creativity the missing metric?

Editor's Notes

1. EE DL DT HSBC
2. Warren Beaty is really too elderly to be presenting them
3. We love news, we can’t get enough – the mail alone is getting 200 million unique visitors a month. It’s a uniquely engaged media, I go and seek it out and actively read through it. While most broadcast channels happen to us, as passive recipients. You turn on the TV or radio and let its content and ads wash over you - news media is a system of active choice, at every moment. This isnt how people feel about social media with it’s binary, compulsive, passive scrolling, with algorithms that actually eliminate choice and diversity. News is an environment you come to to find something unfamilar, something… new. And it is also an environment of choice – very few people, except the very old or the very in jail read news brands exhaustively. So if you’re already picking and choosing, it’s very easy to just not pick any of the marketing. It’s not like the toll booth of TV or youtube. We get messages simultaneously and we choose, and the truth is that very often the marketing sticks out like a fart in a lift
4. I guess really here I’m addressing all of us, media planners, clients, creative agencies and news brands themselves – we all have to play our part to make this happen in a meaningful way
5. The first thing, and it something that is done but we could do more relates to that first thing
6. A newsbrand playing the news
7. Vice do it, facebook does it in their own way, hell even ladbible is doing it with their joy ride
8. It doesn’t have to be shit. In a time when every brand is trying to find a global higher purpose or mission to help them innovate and be relevant you don’t even have to compromise, you can find the partners that fit