Bbh Labs

GDPR is set to have a gigantic impact on the relationship between brands and consumers, and yet it still seems to provoke more yawns than interest. We ask what it is, why it’s so scary and where the gilt-edged opportunities are for enterprising brands and agencies. IN THIS EPISODE ⇩ Richard Madden, Head of Strategy for CRM and Direct, and strategist Jacob Lovewell discuss: - The General Data Protection Regulation - a blessing and a curse. 1. The right to be informed (opting in to use of your data) 2. The right of access (who owns your data) 3. The right to rectification (requesting inaccurate data be corrected) 4. The right to complete erasure (getting your data deleted) 5. The right to restrict processing (opting into processing and sharing your data) - The hefty new penalties for non-compliance - making an example to encourage the others 6. The right to data portability (being able to move your data) 7. The right to object (preventing abuse of data by government) 8. Rights related to automated decisio

The first in an occasional series called Tom and John Go Outside, in which intrepid BBH London strategists Tom Roach and John Harrison go outside advertising to talk to experts from other fields and bring back fresh insights. IN THIS EPISODE ⇩ Tom and John meet Call Centre Workers - the undisputed experts in handling even the trickiest of customers - and learn 5 important lessons. From 1’45: 1. Confidence - the key to building instant rapport and trust - The power of expertise - The importance of the one to one relationship - Taking ownership - saying ‘I’ rather than ‘we’ From 4’30: 2. Instant gratification - rising expectations of getting it sorted immediately - The importance of composure under stress - Technology’s role in resetting expectations - The Americanisation of culture From 7’00 3. Empathy - being on the consumer’s side - Overcompensating for the absence of body language - Being observant and picking up signals - The challenges of delivering a personal relationship at scale - The importan

The 'FacebookGate' data scandal poses huge and difficult questions about who has our data, what they use it for, and marketing's complicity. We ask what this crisis means for brands and consumers, and if, indeed, Facebook can change its ways even it it wants to. IN THIS EPISODE ⇩ Ben Shaw, Head of Strategy and data strategist Jack Colchester discuss: - What FacebookGate is and where it came from - What micro-targeting is - The difference between demographic and psychographic micro-targeting - Attempting to micro-target the hungover - The type of data Cambridge Analytica accessed - How this was an excellent use of platform, but a questionable use of data - How the public don’t understand the quantity of data they give up and how platforms are using it - How this could be the beginning of the end of the advertising funding model of the internet - The trend towards subscribers paying for quality content - FB shifting from micro-targeting to broadcasting at scale with reach and frequency buys - Twitter’s o

‘Voice’ is this year’s most hyped technology and a fresh front in the clash of the tech titans. But is the rise of the ‘virtual assistants’ an exciting new dawn for brands or a terminal threat? IN THIS EPISODE ⇩ From 1' 30: Henry Cooke, Head of Voice for BBC R&D - Interaction and interface design for Voice - Use cases and the BBC’s Voice interactive radio drama ‘The Inspection Chamber’ - Feeling out the creative space - What brands can learn about Voice from the BBC - How a brand talks and the sound of a BBC station - Design and branding problems with Voice - Discoverability and attribution on Virtual Assistants - The Voice hype bubble and the narrowing gap between hype and promise - The BBC’s role on Virtual Assistants and flying the flag for audiences - The Cambrian explosion of new tech From 10' 10: Marcel Kornblum, Head of Creative Tech at BBH London - Reaching the human threshold in voice recognition - What the data says about uptake and usage of virtual assistants - The opportunities and dangers

With interruptive marketing in decline, entertainment a.k.a. branded entertainment a.k.a. branded content has been much lauded as an alternative, but the relationship between brands and entertainment hasn’t always been an easy or successful one. We explore the who, what, when, where, how and why of brands moving into entertainment, with perspectives from BBH Global ECD Pelle Sjoenell, BBH London ECD Anthony Austin, BBH LA Head of Strategy Agathe Guerrier, Head of Entertainment William Swann and strategy director Melanie Arrow.