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Guest post: Ed Byrne

I started working full-time in the account and planning team at Starcom Mediavest Group, the Human Experience Agency, in June 2012. Over a year on, I still very much enjoy it and have completely bought into the Human Experience planning philosophy at my agency. I have been lucky to work on a plethora of Brands that are all so different that my planning is both digital and above the line (ATL).   We are lucky to want to be involved in this industry; there are so many opportunities to take. Since starting I have worked on numerous pitches, including the biggest brand in the world. Entered many awards, became a member of the IAB, passed the IPA Foundation Exam & Google Certified Exam, got mentioned in Campaign Magazine, not to mention the social events there are to meet top ad people, celebs and musicians!   However Industry life is not all glitz and glamour, it is very hard work. We work in a very competitive service industry for the sole purpose of building the clients companies, whether this is Brand based or Performance clients. I want to share 5 bits of advice to remember about this special industry;   1.  It is a people industry. People are not robots. People drive it. Therefore being trustworthy, likeable, hardworking and smart is of utmost important.   2.  It is an ideas industry. It is what we get paid to do. But, if you see the latest Cannes Festival winners, great though they are, they could have been conceived by my Granny. The realisation that anyone or anything can inspire a great idea is amazing – so adapt, learn to get out & get out to learn. Experience the ideas.   3.   Switch on your business head. Working on the agency side we are effectively consulting our clients businesses. Just because you can do it, doesn’t mean you should. Always think, ‘What does my client really get out of this?’ this is hard especially when it is your idea. I am not saying don’t take a risk, we love a good risk. But have your client head on when need be.   4.   It is a place full of opportunities. You can accomplish so much at any level of your career. No one knows what is around the corner so try to create something special. Always take on the new opportunities. Be different and exciting. Always learn, contribute and impress along the way.   5.  It is small. A very small industry. Look through Campaign Magazine and you will always notice people you work with, met in a pub or email daily. Going back to the first advice, you never know who you will bump into or work with so you got to be people orientated. Make and keep friends.   So a year on I suppose I still love it. It is a job that I am lucky to be passionate about, always trying to learn more in order to gain more opportunities. So as well as working at Google in August, I start another degree in September to study Law, specialising in Digital, Advertising and Media Law.

Edward Byrne is graduated from ADM, Class of 2012 to work for Starcom Media and currently works at Google.

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7 Species of Social Commerce

Confusing your e-commerce, with m-commerce, f-commerce, e-tailing? Well there's another phrase fresh off the industry experts' plates to confuse you even more: social commerce! Read more from Mashable here.

1. Peer-to-peer sales platforms (eBay, Etsy, Amazon Marketplace): Community-based marketplaces, or bazaars, where individuals communicate and sell directly to other individuals.

2. Social network-driven sales (Facebook, Pinterest, Twitter): Sales driven by referrals from established social networks, or take place on the networks themselves (i.e., through a "shop" tab on Facebook).

3. Group buying (Groupon, LivingSocial). Products and services offered at a reduced rate if enough buyers agree to make the purchase.

4. Peer recommendations (Amazon, Yelp, JustBoughtIt): Sites that aggregate product or service reviews, recommend products based on others' purchasing history (i.e. "Others who bought item x also bought item y," as seen on Amazon), and/or reward individuals for sharing products and purchases with friends through social networks.

5. User-curated shopping (The Fancy, Lyst, Svpply): Shopping-focused sites where users create and share lists of products and services for others to shop from.

6. Participatory commerce (Threadless, Kickstarter, CutOnYourBias): Consumers become involved directly in the production process through voting, funding and collaboratively designing products.

7. Social shopping (Motilo, Fashism, GoTryItOn). Sites that attempt to replicate shopping offline with friends by including chat and forum features for exchanging advice and opinions."

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Capitalism without Images. Tim Clark

Watch this Lecture on a super actual topic! Great speaker, great content. Enjoy! Giulia

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Working with the mobile phone interface

Since the beginning of this year, MACD students have been collaborating with advertising students to create web apps for real events. This project builds on our earlier one with e-books of designing for mobile and screen media, with the added challenge of a physically smaller interface and the affordances of locative media- on the smartphone. Focusing on events such as London's Zombie Walk, Easter Egg Hunt, NYE Fireworks, meant students had to combine temporal dimensions with spatial ones; the project brief asks them to seriously consider the significance of what Business Week calls the App Economy, but also critically investigate the notion of urban mobility and users' augmented realities: expanded experiences of information and sociality from having constant internet access in their pockets.

The choice of web apps also means, as Steve Pinches argues, we can exploit the open source web standards such as HTML, CSS and Javascript instead of being en-slaved by proprietary software and hardware mobile environments. Applying Mark Amerika's principle: "source material everywhere", students experimented with and remixed bits of code for their web apps.

James Sunderland also spoke to us about usability and interaction research. He highlighted the constraints of designing within such tight parameters and gave us some nifty tips about usability testing; a fun one he mentioned is pretty low-tech - paper prototyping. The importance of testing, James insists, cannot be overstated and there are plenty of tools that help you create powerful and good-looking mock-ups. Adam Procter suggested to also try Give A Brief.

In our progress workshops yesterday, we saw some of the mock ups of the locative functionality of the apps that were built using Google Map Maker such as Group I's NYE Fireworks app for university students: Uni Eve:

Group E played with the idea of a dedicated weather app for Glasto while Daniel Hobson's group made a prototype of a family-friendly app for the annual Big Easter Egg Hunt in London. Dean Jiang's group is creating a web app for a special charity kids event at the London Zoo. Tawny and Talud's Group A have chosen to make one for the zombified pub crawlers at the annual Halloween event - London Zombie Walk.

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"So what is new about Facebook and the Like button? Oddly enough, it reveals too much. The great sin of Facebook is that it made “like” far too important and too obvious. Marketing is in part the practice of eliding the underlying complexity, messiness, and wastefulness of capitalist production with neat abstractions. Every ad, every customer service interaction, every display, and every package contributes to the commodity fetish, covering up the conditions of production with desire and fantasy. As such, Facebook may reveal too much of the underlying architecture of emotional capitalism. The Like button tears aside this veil to reveal the cloying, pathetic, Willy Lomanesque need of marketers to have their brands be well-liked. Keep liking, keep buying. Like us! Like us! Like us!"

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Some thoughts on virality. [Jussi Parikka recommends this book for a more critical look at virality. Do check it out!]

Researcher Jake Hofman demoing ViralSearch

According to Microsoft Research: 
“Though the phrase “going viral” has permeated popular culture, the concept of virality itself is surprisingly elusive, with past work failing to define rigorously or even definitively show the existence of viral content. By examining nearly a billion information cascades on Twitter—involving the diffusion of news, videos, and photos—this project has developed a quantitative notion of virality for social media and, in turn, identified thousands of viral events. ViralSearch lets users interactively explore the diffusion structure of popular content. After selecting a story, users can view a time-lapse video of how the story spread from one user to the next, identify which users were particularly influential in the process, and examine the chain of tweets along any path in the diffusion cascade. The science and technology behind ViralSearch can help identify topical experts, detect trending topics, and provide virality metrics for a variety of content”

This latest nifty viral metric tool from Microsoft Research made me think about Arvidsson’s remark and to what degree does it still hold any water: “This absence of a measure points towards a power vacuum within the information economy”. In 2007, this might have been the case but since then media platforms have worked tirelessly to create tools to measure the movement of content on the social web. A lot has changed since then. Despite its scale, ViralSearch still looks like a crude aggregate to me and makes me wonder just how meaningful these measuring instruments and if actually, do they behave like speech acts? - instead of doing things with words, viral metrics ‘do things’ with measurement in the verdictive and exercitive sense that Austin talks about: to sanction judgement and behaviour of big media corporations. And this has nothing to do with whether there is any real correlation between measurements and what is being measured. Bit like marriage and love.

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Pick Me Up 2013

It's that time of the year again for Pick Me Up, back again at the grand Somerset House. I have been for the last couple of years and it always promises to be a real visual binge of interesting work in graphic arts including illustration, zines, artist books, photography, craft, and your favorite studio, press, mag or designer is probably there. Beware the lure of great looking prints, trinkets, cards, tote bags...you will indeed pick something up - prepare to part with some cash. You might even walk away with a one-off drawing if you're lucky! Early bird festival tickets for the whole festival on sale now for 20% discount. Check out their Facebook page to preview some of the graphic artists and their work that will be at the festival.

For a bit of fun, here are some of the previous Pick Me Up posters, which one is your fav?

2010, Pick Me Up, via Big Active.

2011, Pick Me Up poster, by Anthony Burrill.

2012, Pick Me Up.

2013, Pick Me Up

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Guest Post: Scarlett Chen

Last year's graduate Scarlett Chen shares her thoughts and advice to current WSAadm students.

Ogilvy & Mather advertising agency, Beijing Office.

  Hi folks, this is Scarlett. Hello from Ogilvy Beijing Office!

  After completing my dissertation, I returned to China in September of 2012 and got an Ogilvy internship by chance in October. Since then, I worked as an Account Executive in Ogilvy & Mather Advertising, Beijing. When I finally officially graduated from WSA in December, I got a firm offer from Ogilvy - I feel really lucky. But I could have not gone this far without my supervisor- Cui, and my dear friends’ help.

So yes, when I was asked to talk about some advertising trends in China, I had been thinking for a while. From the advertising point of view, I do find that new media advertising is gradually surpassing tradition advertising in China. Weibo and WeChat are two most important elements in Chinese new media advertising field. This is what I found interesting so far. Since I am still a fresher in this field, I think I will take a deep study on WeChat after work.

Meanwhile, I have some experience to share with current WSAadm students.

1, Attitude is everything.

If you are lucky enough to get an offer from a company you admire, then show your attitude to your colleague, your boss and yourself. Your positive attitude can help you to get over the transition from student to adult. I guarantee that if you work harder in this age, you would have an easier life in the future. Stay in a low key and be professional.

2, Summarize and reflect what you have done everyday.

If you have free time in your working hours, try to summarize what you have done. Think about which mistakes you can avoid in the next time.

3, Work is work, nothing personal.

When you step in the society, you will face different ppl and have to learn how to deal with colleague relationships. Do not bring your personal emotions to your work. That is un-professional.

4, Treasure your classmates now!

Believe it or not, your classmates in WSA would be your support in the future. There are six classmates of mine in Beijing. We often hang out in the weekend. When I feel upset or doubt myself for working issues, they are the one who back me up and give me advice. If you are Cui’s student, you are super lucky. She is a great teacher. What she is teaching you right now, is super super super useful in the future. Trust me, like super super super useful.

This is what I have been thinking so far. Maybe it is very childish to you, but it truly is how I feel right now. Good luck with your dissertation! Wish you well!

  Scarlett Chen Qinzi graduated from WSA with an MA in Advertising Design Management, Class of 2012.

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Here is one of the BMW films: Madonna & Clive Owen in Guy Ritchie's movie. Compare this to the Audi's Transporter films. Giulia

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TRANSPORTER 3 - Audi A8 vs. Mercedes E-class. Audi advert or action movie? Watch the whole movie and compare it to the BMW films. Giulia

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Acclaimed graphic designer, Ken Garland, our guest for this week!

Acclaimed graphic designer and one of the original signatories of the famous First Things First 1963 manifesto, Ken Garland, is coming to WSA this Wednesday to speak to us about visual metaphors.

"Ken Garland completed his studies in graphic design at the Central School of Arts and Crafts, London in the 1950s. He was art editor of ‘Design’ magazine from 1956-62, leaving to establish his own graphic design studio as Ken Garland and Associates with numerous clients including Galt Toys, Paramount Pictures and the Arts Council. Garland has contributed many articles to design periodicals in the UK, US, Mexico, Europe and Japan. His publications include ‘First things first: a manifesto’ (1964), “Graphics handbook’ (1966), ‘A word in your eye’ (1996) and ‘Metaphors: a portfolio of text and image’ (2001). In 2008, he and his wife Wanda established Pudkin Books, a small publishing house which has published 12 titles in the series ‘A close look at...’ Garland has lectured widely in the UK, US, Canada, Portugal, Norway, Denmark, Germany and Bangladesh and is currently Visiting Professor in Graphic Design at Brighton University. He has shown photographic work in one-man exhibitions including ‘Linescape, lithoscape, landscape’ (Reading 1987), ‘Metaphors: a portfolio of text and image’ (Brighton and Coventry 2002, Hull 2003, Glasgow and Portugal 2004), ‘The children of Bangladesh/The rickshas of Bangladesh’ (Coventry and Reading 2006) and ‘Looking closer’ (London 2012)"

Biography adapted from “ ‘Ken Garland: structure and substance’ (Unit Editions, London, 2012)

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"You Are Here" - MA Interim Show 2013

You are here. Our postgraduates are here: at WSA but also at a crossroads. No longer undergraduates, not yet industry professionals. Half way through their MA, our community of designers, artists, marketers and managers have come a long way. Some have discovered their voice. Some are deciding which route to take to that unique design proposition.This exhibition is about how far they have come and the directions they will take. Join us at their crossroads.   MA Interim Exhibition The Rotunda, Winchester School of Art Part I: 11 - 15 March Part II: 7 - 17 May 10.00 - 17.00   Private View: Monday 11 March, 16.00

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New Art of Making Books - Get your tickets now!

"Today the book has been freed of its traditional container of bound printed pages and we now see an interesting dialogue between digital and print-based media. All processes and forms of production are entwined through digital and online mediations of content and interpretation. So what is a book in today’s culture and how have the Web and digital technologies transformed and expanded the book? The becoming digital of the book is not as straightforward as a linear change, but a complex intertwining of technological, aesthetic and cultural habits and tendencies. The book does not just become digital, but the digital becomes book-like with the growth of such platforms that remediate the book such as Kindle, and yet, the book is on some levels disappearing as a physical object.

The title of this event references Ulises Carrión’s provocative series of aphorisms on his definition of a book from the 70’s. But how have new technologies shaped a very different perspective for the book since this time? How have these changes crafted an alternative reading experience? This conference will explore the current transformation of the artist book and examine the connections that exist between the physical and the digital.

The main thematic areas covered are the printed and electronic books. Themes and research questions would include: the convergence of traditional craft skills with digital technologies in the making of books; how has the book transformed across space and time; how have artists used new forms of communication to create a different reading experience; and how do we archive and collect in the digital world? Disciplines discussed within this include: typography, printing processes, electronic publishing, text-image relationships, illustration and narrative, motion graphics, sequence and performance, design and navigation for screen, e-book interface design and visual ergonomics."

Find out more about this event here.

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All welcome! Seats limited. :D

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YouTube Creator Playbook

YouTube’s Creator Playbook is a resource for brands, agencies and the savvy do it yourself content creators that provides ‘best practice, tips and strategies’ to help inform the content creation process and support efforts to build a larger audience on the platform. 

Steering away from marketing rhetoric, the playbook delivers useful, straightforward advice along every step of the way.

Although probably one of the most useful documents to be released by YouTube, the Playbook is a monumental read. So, to save you having to trawl through all of it at once here are 10 nuggets from the playbook to get you thinking.

Grab attention in the first 15 seconds, this may determine if your audience stay with you for the duration

Give your audience something to talk about by incorporating call to actions within the creative or by using annotations. The more buzz you create the better it will be for your discoverability within YouTube.

Learn lessons from TV programming. By introducing scheduling for the release of your content and publish frequency you improve the chances of your audience making time to find and view your work.

Be aware and nimble, as creating content related to ride the wave of a current news story or trending activity could help you build your audience, reach and relevance.

Collaborate with your peers; this is an effective method of reaching new audiences.

Use data creatively. YouTube analytics allows you to understand the performance of your content, with this knowledge you can do more of what you’re doing or change course to meet your objectives.

Get your metadata right to enhance your visibility within YouTube search.

Help your audience navigate around your channel by using playlists. Playlists not only create order but they can help you create a narrative by placing a series of videos in a playlist to tell a story.

A compelling channel experience can be achieved by considering how to use a simple background or custom design. Whichever you choose to implement, ensure it works with your visual identity across your other channels on and offline.

Distribution is key; whilst people may find your content in YouTube, distribution of this video content through outreach, social distribution or placement within your owned channels will increase views of the video but also discoverability of your channel on YouTube.

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Check out how Thom Yorke and gang are using the Internet to run AMOK

Since 2007, when In Rainbows broke every rule in music industry corporate machinery by self-releasing their work in a pay-what-you-want download, a lot has changed, including the explosion of social network users. Wise to this, Thom Yorke, in his latest musical incarnation collaboration "Atoms for Peace" released a full stream of their new album, AMOK, via an online visualizer this time. Find out what this is by visiting their website and clicking on "Run AMOK":

http://amok.atomsforpeace.info/

p.s. our blog "Visualizer" will be visualized on their website! WHEE

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How Magazine Advertising Works in Print or Digital platforms

Proof of Performance releases their global research and findings that "show how magazine media advertising works. In particular it can be used to promote the strengths of magazines and to reach agencies and advertisers with critical information about the value of advertising in magazine media. The digital edition is FREE to download".

Check it out!