Bright young things

There are more university graduates than ever before – and fewer jobs for them to move in to. To get ahead, you don’t just need to shine: the key to unlocking the door is to get your foot in it first.

There is good news: We want to help. And we’re currently looking for three motivated interns to join our team over the summer, or as part of a placement Autumn/Winter 2010/11.

Outstanding creativity comes in many forms. So do Vivid interns. Media, design and communications students are welcome of course, but we’ll still be interested if you’re studying maths.

The role is broad – you’ll learn about every aspect of a full-service communications agency. What we need from you is the ability to create outstanding work, and to do it with a smile. We’re an international agency with international staff, so foreign language skills are always a bonus.

Vivid has always recognised the quality of (what we like to call) ‘bright young things’. That’s why our staff have all risen to their current roles from internship positions. We give you the freedom to run with your ideas, and support you to bring them to life; where they (and you) go is up to you.

If you can commit to a month or more, ask us about a placement today.

BBC site redesign prioritises ‘social sharing’

What’s a web user to do?

There you are, logging on to your favourite news website for your daily intake of current affairs, when suddenly, you find yourself in an unfamiliar land, desperately searching for the security of your familiar tabs.

Am I being overly dramatic? Maybe – but you wouldn’t think it reading the reactions to the BBC’s long publicised homepage redesign.

At the time of writing, almost eight hundred comments had been left in response to the move, with a further hundred awaiting moderation. The vast majority of these comments are predictably negative, highlighting an abiding truth of the online world – users hate change. At least initially.

For proof of this we need look no further than the proverbial hell that was raised when Facebook launched their new layout in February 2010. Hundreds of groups, pages and status updates rebuked the social network’s attempt to improve usability, leaving a lasting stain on the digital landscape. But, really – can you really remember the way Facebook used to look?

The BBC’s changes have provoked a similar reaction. Amidst the criticisms and the ensuing debate about the necessity of the changes, it’s important to remember why the BBC decided to implement them. It’s simple – because they believe the changes are an improvement

Of course, improvement is a matter of personal opinion.

It’s easy enough to find things to like about the redesign. The BBC is pushing the increased emphasis on video and picture quality the redesign allows, and the increased prominence the site allows sharing on social network buttons. The new layout arguably allows for more videos – and not just within article. The site has opted for a watch/listen subsection to the site, as well as adding ‘Most watched’ to its ‘Most read/shared’ feature.

The BBC is quick to highlight that videos now appear in bigger players, with improved streaming and quality (lessons no doubt learnt from the roll-out of iPlayer).

The site’s bread-and-butter, text-based news, has also seen a navigation update. “New”appears next to recently added stories, and news subsections are now part of the header, mimicking successful online newspaper sites, like the Guardian the Daily Mail.

What’s our verdict on these changes? Although some alterations appear to have been needless or purely aesthetic decisions, the majority of the changes demonstrate the growing importance online actors are attributing to social media. Sharing stories and pictures with your friends has become so ubiquitous that even ‘serious’ sites like BBC News are adapting to facilitate the practice. Credit to the Corporation is due; for recognising modern requirements and taking the risk of updating what was a strong and well-liked website.

To those still mourning the passing of the old site, Vivid London would like to pass on our condolences. Change is inevitable – and on an evolving platform like the internet, change is essential to development; a necessary element of online success.

—
Michael Haywood is a Junior PR Staffer with Vivid London

Social media is taking the fashion world by storm

Nothing is sacred on the internet. In the past five years, social media has quickly changed the way we consume our news, run our businesses and interact with our friends. Fashion, once the least ‘techy’ of industries, has quickly adapted and evolved to take full advantage of ‘smart’ social media.

Style Rookie

Tavi is internationally recognised as one of the most powerful young people in the fashion industry. Starting her own blog at age eleven led to a quick rise to fame, which in turn has led to commissions for pieces with Vogue and Pop. She’s also worked alongside respected designers, like Rodarte.

Starting with a basic blogger account, this little girl has taken huge strides to capitalise upon everything that new media has to offer.

D.I.Y.

Many of the biggest shoe brands are now listening to their customers and giving them control over the design process. Interactive features from shoe companies like Nike and Converse let users create their own truly personalised shoes from a collection of white base models. Your own creation then arrives at your door a few days later. This simply would not have been logistically possible but a few years ago, and highlights the democratising nature of the internet.

Chictopia

“What are you wearing today?” is a question many of the fashion conscious hear a lot. Now you can share your own creations and combinations with the world, thanks to Chictopia. The concept is simple: Upload a picture of your clothing choices and share them with others. It’s also a neigh-infinite source of inspiration; much more so than you could possibly take in at a club or on the street. Users can filter by age, style, events, locations and body types – making sure that the content you see is what you asked for. The site is starting to be recognised beyond the digital world; a trend we expect to carry on.

ASOS

ASOS, an online only brand, is now a real rival to bricks-and-mortar Topshop and River Island. How? Though competitive pricing, extraordinary customer service, and by capitalising on the lunch-hour push. ASOS is thriving in a competitive market from a web-only base.

ShowStudio

An experimental group that has been utilising the crossover between fashion and the internet since the late 1990’s, ShowStudio is a success story that regularly falls between the gaps in fashion, art and technology. Masterminded by the photographer Nick Knight, the experiment has embraced the internet since its inception. Recently, the website ran a live, online interview that featured a transcript simultaneously alongside.

Burberry

As part of Burberry’s new Spring/Summer 2010 campaign, the haute couture brand has been paving the way with their online output. Recently showing their catwalk show online, in full 3-D, photographer Mario Testino has also shot an interactive catalogue of the new collection. Featuring models that seemingly step out of the screen upon a mouse click, the campaign is regarded as being the future of online fashion advertising.

Social media may have taken the fashion world by storm – but it’s a storm that fashion world has fully embraced. It makes sense: Fashion magazines have now been replaced by their new media cousins, democratising and personalising fashion and bringing it closer to customers.

—
Andrew Beedle and Anisha Chandarana are Junior Design Staffers at Vivid London.

Image credit: Andrew, Anisha and Conal Kelly, who is on work experience with Vivid London from the John Fisher School, Sutton.

Mobile Apps: Beware of Standing Still

“There’s an App for that”

There can be no doubt that Apple has changed the way we use the web on the go. Since opening in 2008 over ‘200,000 ways to make your iPhone even better’ have been added to the App Store. If you visit the Android Mobile Market you’ll find more than 25,000 apps to enjoy, whilst Blackberry’s App World offers 5,000. It’s hard to keep an accurate track on the total number of apps available across the platforms, but one thing is for sure: We are surrounded by mobile apps.

Retailers, game designers, social networks and publishers have all pushed to get their own mobile application into the App Store. Now they are constantly pushing to get their apps into the top spot and receive positive user feedback. This multitude of apps fascinates users and keeps blogs full of “Ten of the best mobile apps” list. A company recently made news when they launched an auxiliary app that taught users how to use their main ‘killer app’.

In the face of this app frenzy, it’s good to keep in mind that some apps have longer lifespans than others – and this lifespan usually correlates to how useful they are in the long-term. While trying to break the score of ‘Robot Unicorn Attack’ reaches its saturation point very quickly, an application that lets you read content from your favourite newspaper, or that makes navigating social media much easier, offers a longer and more valuable user experience.

Many of us will have downloaded and accumulated too many apps – attracted by what’s new and what’s trending. After a certain point we realise that they take up too much space on our phones, and the less engaging apps end up in our trash folders. It might be time to consider the use of our beloved mobile apps.

Mobile search company Taptu have released a report arguing that the future will belong to mobile browser optimised sites, not apps. They make a very good argument. The proliferation of new smartphone models, different operating systems (Symbian, iPhone OS, Windows Mobile, Android, Blackberry OS…), and tablet devices means that optimised sites that work across platforms will have a larger audience than a platform specific application. Current estimates put web optimised sites at about 326,000 – and this number is likely to increase with more companies moving to a mobile-web app strategy.

Mobile sites can be optimised to work well on most devices – they are also less expensive to develop, and have the structural advantage of being constantly updateable, without having to rely on a user to download an update. A mobile website makes economic sense.

That’s not to say that mobile apps will die out – we think their best days still lie ahead. But for a lot of companies and brands, a mobile website will be cheaper to develop and provide a better return on investment in the long run. We’re happy to offer our thoughts on your mobile app or web dilemma – give us a call (it’s the green app with the phone symbol).

—

Camille le Goff is a Junior Brand Staffer with Vivid London.

Did you leave Facebook?

“Sick of Facebook’s lack of respect for you data? Then ‘Quit Facebook’ on May 31st!”

Of a worldwide user base of about 400m, roughly 36,000 felt strongly enough to sign a petition asking Facebook to change its policies, or face a drop in membership.

The furore about Facebook’s privacy was widely covered in new and mainstream media. It brought about a rare submission from the company – who have faced complaints from users about everything from changes in site appearance to missing ‘dislike’ buttons – into simplifying its privacy options.

Why? Because Facebook gets it – its active users make its business viable. The larger the user base, the more valuable the platform, the more targeted advertising can be sold, the larger the audience for brands to interact with. With each new genuine user, Facebook increases in value for its investors, advertisers, marketers and its users.

Which is why you probably clicked a link on Facebook to get to this post. You’re still there.

The platform adds value to your life by connecting you with far flung friends, old classmates and ex-romantic interests in a social setting that has never quite been captured elsewhere.

If you did leave Facebook, how would you keep up with what your friends were doing? Do you think they’d remember to create an ‘e-vite’ for their (massively oversubscribed but otherwise very fun) party? How about the pictures from said party – are they going to email around a link to their Flickr account? Send a round robin email to let you know which news story they liked the morning after? Probably not.

Facebook has changed the way that we as consumers interact with the internet. One-way communication was replaced by email; two-way communication was replaced by social media. The world’s a buzz, and you want to stay part of it. Social media has taken the social out of our email inboxes, personal homepages (remember those?) and instant messengers, and collated it in one place.

Who gets to see this data remains a sensitive topic – you don’t want to end up losing your job or flat because of a social network – but just how much super-private data are you sharing on the internet? Would you share the same information around the water cooler, in class or over a PA? If the answer is ‘no’, then you might want to rethink sharing it online.

Facebook’s overcomplicated, default ‘social’ privacy settings and its decision to switch all users to these settings can’t be excused. The company’s move to simplify privacy across the site is a significant waypoint in the development of social media – throngs of users are seeing the value of sites like Facebook each day, but platforms are now seeing the true value of an engaged and positive user base.

“Quit Facebook Day” may have been a flop – Facebook actually grew by 5.5m users in May 2010, and social media as a whole overtook search engines as the main destination for UK web users – but the concessions made by the company will have massive repercussions. Social media offers a real opportunity for brands to interact with their consumers, something platforms have encouraged as a means of monetising their services. This ‘democratisation’ of business has now made its first major impact on the platforms themselves.
—
Adam James Morecroft is PR & Social Media Associate at Vivid London

Image by Anisha Chandarana, Junior Design Staff at Vivid London.

Web saved the video star

Remember the Macintosh TV that was released in 1993?

No, you don’t and it comes as no surprise – the product was a flop. It does represent one of the first attempts by a computer manufacturer to turn a large computer monitor into a casual television.

2006 saw Apple return to this sector with the Apple TV, a hard drive based box that plays streamed content from your iTunes library on your television. The equation changed – this time Apple were turning to TV into a computer, not vice versa. It’s a brilliant of technology, but commercially, it’s been a flop compared to Apple’s iEverythings.

Web TV is a sweet dream; it’s fascinated us for a long time, but has never been able to meet audience expectations. Times are changing: last month’s “Google TV” announcement attests as much. The idea is simple: bring our computer-like experience on to a friendlier screen through internet-enabled television or digital set-top boxes. Basically, TV will become an extension of the internet.

Google has expanded out of its usual business sector by investing the TV market, which gives Apple the opportunity to counter attack with an updated version of its Apple TV. Though still largely unsubstantiated, the rumour mill is churning out prognostications of a flash-memory based device running iPhone OS that will cost a lot less than the current Apple TV. Rumour, yes – but Apple rumours have a tendency of coming true (at least eventually).

The idea of a Google or an Apple TV is seducing and will imply big changes in our viewing habits –A keyboard in my living-room?! No more fighting over the remote?! No more buttons on the remote?! We’ll be able to find related streaming videos instantly. Ad targetting will take a huge leap forward. Forget your phone or pad – web apps are about to invade your front room. We can probably agree that the information overload we’re now presented with could soon replace the modest pleasure of sitting in front of the TV while hanging around the net with a laptop on our knees.

Google is first and foremost an advertising company, and its TV offers many advertising opportunities. Google’s model will allow TV advertisers to target specific keywords searches to reach their audiences precisely. Audience demographic information is going to become a lot more useful.

The concept of web-browsing on television would enable advertisers to have a privileged access to our viewing habits and the ability to offer ads based on what we are watching. It would be the best way to collect data and to enjoy lovely bespoke ads. It’s a win-win situation. But there is more.

Businesses will have to start thinking in a different way. With the apparition of a browser tool on TV, businesses have to  bear in mind the optimisation of their online content to fit on a TV screen. Search engine optimisation on Google and YouTube should be a top priority because obviously users don’t perceive information on the web and on TV in the same way.

We are not putting the cart before the horse, but if Google TV does really take off, there will have a lot of implications for businesses; not least because advertising will become more attractive (and potentially more effective) than ever before!

See you in 2012.

—
Camille le Goff is a Junior Brand Staffer with Vivid London

The right person for the job

Over the years you will have been told that it’s always better to put someone ‘on the frontline’ in front of the media – and this advice is still true. It’s clearly a better choice than a faceless spokesman, and a country mile better than using someone from your news or public relations agency, but let’s be quite clear: ‘frontline’ can mean the boss – but it doesn’t necessarily always need to be.

Somewhere over the Rainbow

Conservative PRs couldn’t have planned it any better: As the sun set on Gordon Brown’s premiership, a rainbow appeared in the skies over Westminster. All talk of a possible ‘rainbow coalition’ ended as David Cameron stood on the steps of No 10 to announce a Liberal-Conservative coalition government.

Soon after Mr Cameron’s speech, discussions of a very different rainbow were underway in Westminster.When Michael Gove joined the cabinet the next day, he became the Shadow Secretary of State for Education; unlike his predecessor, Ed Balls, who had been in charge of ‘Children, Schools, and Families’.

The Department for Children, Schools and Families, with its ‘massage room’ and ‘contemplation suite’, had already featured prominently in the election campaign. Its overnight rebrand to the ‘Department for Education’ may be a sign of things to come, both for educators and marketeers.

The DCSF’s brand guidelines, which cost the taxpayer several thousand pounds, called it “A united organisation, working together to ‘build the rainbow’ – the brighter future we want for children and young people”. The new Department for Education doesn’t have brand guidelines or a prominent marque. The iconic rainbow that featured in the department’s atrium has also disappeared. The media was immediately awash with speculation – Did the name change indicate a refocussing of the department?

Terina Keene, CEO of ‘Railway Children’ worried that focussing purely on education would cause very underprivileged young people to ‘fall off the radar’. Mr Gove’s drive to refocus the department on its core purpose of supporting teaching and learning does mean a significant shift in government policy; one that won’t come as a surprise to many commentators.

The Conservatives’ election pledges focussed on the right of parent groups to set up their own schools, with children and families being covered by the Tories’ ‘Big Society’ idea.

The rebranding – done ‘on the cheap’ – reflects a move away from the huge government advertising budgets of previous years. It also reflects a waste of several thousand pounds invested by the previous government in the DCSF brand, which existed for only three years. That’s a better return on investment than the rebrand of the Department for Trade and Industry to the Department for Productivity, Energy and Industry, though – which, at a cost of £30,000, lasted only a week before reversion to the previous moniker.

The lost investment in the DCSF brand is likely to be recouped in the long-run as advertising spend returns to its 1997 level. You’ll probably be hearing a lot less about the Department of Education outside of the press than you did its predecessor.

Will any of this matter to ‘real people’? Probably not – our brand development staff all agree that brands need to be reflected throughout their collateral and messaging; but given the scale of forthcoming budgetary cutbacks, the name change is likely to do just that.

The move is a warning to some in the creative industry. Gone are the large COI contracts of yesteryear. This is a government that wants to be judged by its actions, not its words. That’s a sentiment that we agree with wholeheartedly.

Three reasons why you should shake up your retainer.

Retainers are for all agencies the gold star – a retained client paying monthly or quarterly is exactly what most agencies strive to get: yes the big projects are all very nice, but a client paying you regularly… well that’s gold dust.

But does it encourage agencies to work harder for their clients?

The answer to that question in most cases is unfortunately no. It’s one of the reasons I started Vivid all those years ago, I got so depressed working at large agencies seeing great accounts lose their spark the minute they became retained. All to often in this industry, retained work becomes expected and standard, clients you’d once have fought for become clients that are just there, they pay and you deliver what’ll keep them happy, and while there’s nothing inherently wrong with retained work, it must be treated with respect by the agency and an iron fist by the client, because otherwise it’s bad for you, and it’s bad for the reputation of our industry.

Firstly let’s look at you, it’s your money after all. At first you think you’re getting good value, you’ve got an almost ‘in house’ team – they deal with everything and you very rarely have to get into the bowels of the work, after a time things become routine, a few press releases a month, an issues awareness day or week, your happy face in the media when the easy picking stories come up for you to respond with, what’s wrong with that?

Well quite a bit – the routine falls into motions, easy to go through, well practiced – but essentially the same, day in day out. Good public relations and marketing is reliant on innovation and creativity, it relies on a hunger to find or create the good news, as well as just responding lazily to the bad. The second your retained team fall into that routine the quality of your press and marketing plummets, you need the fire of the pitch or at least an agency that retains the fire of the pitch to stave off the familiarity that breeds mediocrity.

Second, it’s bad for the agency: yes the money is nice – but a retained client is an agency football, yes the big guns are brought out for important matches, but the rest of the time the ‘b’ team will do – one of the reasons I got out of big agencies was because I was fed up with accounts being passed off to junior staff and interns the first time the client wasn’t looking: they’d bill the time as if it was the full team, but often that team was off working on new business – fighting hard on new projects because they’ve won the fight already on yours.

Third, it’s bad for the industry, it promotes laziness a worrying lack of transparency between the ‘account directors’ who meet with the client and those people who actually do the work on your retained account, but most concerning it promotes a culture where a complete lack of creativity is the norm: ‘it will do’ solutions overtake cutting edge thinking, the easy option becomes the only option – and when that happens it dulls the edge of our whole industry.

So what can you do? Well first – look long and hard at your agency, working with them should feel as fresh ten years in as it did when your first worked together; there should be a real sense that they know what they’re doing of course, but the thinking should still be filled with excitement and not tinged with cynicism.

Then, talk to your agency, don’t be afraid to ask exactly what they do for the retainer, if you think they should be doing more then make that clear, and a good way to start is to build in a monthly creative briefing – make them think for their money, good ideas will allow you and them to innovate and reach new goals.

And finally, talk goals – don’t let your agency get away with presenting a cuttings folder as ‘proof’ think hard about whether it’s met your goals, where is your return on investment – any agency worth their salt should be able to talk ROI, don’t be fooled by impressions to view or estimated worth, tie them down to how it impacts your business.

And if all this still doesn’t get you a better press and marketing service, why not talk to someone like us – never afraid to talk about your bottom line, and always happy to create and innovate, because we realise that real, measurable growth in your business is critical to the success of our own.

Video killed the….majority?

Considering that in the weeks before the election the Liberal Democrat Party were lagging severely behind both the then ruling Labour Party and the Conservative Party, it is almost shocking to discover that they are now sitting alongside the Conservative Party in a coalition government. This is despite the fact that they actually lost seats during this election campaign. Somehow Nick Clegg seems to have wormed his way into the nation’s hearts, but how? The answer, that antiquated form of entertainment…the television.

In the US, televised debates between political leaders before an election have been commonplace for many years, but the idea was only recently adopted in the UK. The reason for this was quite simple, the British people were bored and uninspired with their politics. During the 2005 general election, the public’s interest in politics was at an all time low, with less than half the population even bothering to vote. The situation had to be remedied.


So, to revitalise the general public’s interest in politics and rectify the situation, it was decided that for the 2010 general election three televised debates would be set up, each focussing on a key theme, domestic affairs, foreign affairs and economic affairs. To ensure fairness, they would include all three party leaders and be broadcast across the UK’s three major networks, ITV, Sky and the BBC.



As the person representing the party with the lowest majority, Nick Clegg had nothing to lose and everything to gain. So, where David Cameron and Gordon Brown were hesitant or unclear with their opinions, Nick Clegg took a different route, showing remarkable accessibility. Following the first debate, Clegg’s public profile increased enormously, and the Liberal Democrat’s position in the opinion polls skyrocketed, to the extent that some newspapers were predicting a Liberal Democrat victory.


However, as the other debates would show, support for Clegg would eventually wane as the other leaders arguments became stronger. Following the third and final debate, just a week before the election, it appeared that all three parties were within a hairs breath of each other. It was clear this was going to be down to the wire.

In the end, this resulted in a hung parliament, which resolved itself as the Conservative Party (who won the largest amount of seats) and the Liberal Democrats entered into coalition. The televised debates however, had been a massive success. They had succeeded in providing a platform for all the major parties to put their views across directly to the public. The close result bears testament to the fact that a much larger percentage of the UK’s population came out to vote in 2010. It appears the public’s political flame has been reignited, lets hope that continues.