Huddle

On Thursday 3rd November 2011, Mindshare hosted an event to explore the thinking that will shape our industry over the next twelve months and beyond.

It wasn’t a conference - conferences are static and sterile. This was a Huddle – where the debate was sometimes intimate, sometimes inspiring, always interesting and occasionally uncomfortable. In a good way.

We fought to make Huddle alive. There were over 70 different Huddles: different spaces, big and small groups, open forums, demonstrations and activities. People learn when they’re doing – and do they did.

Really, it was too much fun to be work.

Which is why there’ll be another one next year.

Throughout Huddle, our team of reporters ran back and forth between the sessions and the Mindshare reception. They brought with them snippets of controversy, debate, statistics and inspiration – which were then writ large on our vast reception wall. Initially designed to be a temporary display, we’ve decided to keep it. It’s a visualisation that will evolve with new thinking throughout the year – and a reminder to Mindshare, clients and partners to think originally.

PLATFORMS

CONTENT

TECH

CHANGE

PEOPLE

What is the taxonomy of the media future?

Platforms, content, tech, change and people – these subjects, so important to the future of our industry, became the five categories for our Huddles.

Some Huddles fell into more than one category – and a few into all five. Nevertheless, we found the classifications useful to organise the day itself and so have kept them for what follows – a summary of each subject, some thoughts on how it might impact on the media world over the coming year, and what questions still need to be answered.

There’s no way we can reproduce all the discussions, altercations, reflections and responses of Huddle 2011in a book format. Instead, we captured the themes and conversations of the day to inspire us all – agencies, clients and media owners – to carry forward the spirit of Huddle into everything we do in 2012.

The Huddles

PLATFORMS

CONTENT

Tablets: big thing or big fad?

What is content?

Fast is better than slow: rather be 80% right now or 90% right a lot later

Brands, technology and talent: interactive play area

News International & Mindshare

Google

I love TV

Mindshare: Norm Johnston

Who will win in online news?

Microsoft

Social: the future

Mindshare: Paul Armstrong

Perils and pitfalls Stevie Spring

Planning by numbers is dead Mindshare: Jo Lyall

Tablets: technology not creativity rules

News International & Mindshare

Social by design Facebook

See it, hear it, share it Bauer

Best place for your brand: TV product placement offers new routes to consumers Thinkbox

Your brand everywhere: how can we achieve this through technology?

Microsoft

The future: digital content across all devices Yahoo!

Tablets: the end for editors and editorial News International & Mindshare

You can’t measure earned media Mindshare: Annabel Watts & Sophia Weir plus panel including Channel Flip, The Outfit, Channel 4, Nestlé, Cereal Partners and LinkedIn.

Social TV: the death of the remote control Mindshare: Michelle Cfas

The humanisation of the web: moving from web of machines to web of people Microsoft

Video is the heart of social: discuss YouTube

The consumerisation of enterprise decision-making LinkedIn

Channel Flip

Framestore

Liquid and linked: workshop on content creation and distribution GoViral

Content: brands need to be publishers Idio

Digital is shit without a big integrated idea Mindshare: Graham Bednash

Editors’ Question Time: FHM, heat, Kerrang!, Closer, Yours, Empire, More! and Grazia Bauer

TECH Data visualisation: wow vs aha Mindshare: Mark Bulling

He who codes, wins: coding in 45 minutes Decoded

CHANGE Exploring the implications of the post-PC era for communications EagleEye

Why is ‘play’ becoming such a powerful tool?

PEOPLE The power of persuasion Peer Index

Women and casual gamers: missed opportunities

Hide&Seek

Mindshare: Craig Brown & Natasha Spencer-Warren

Journalism in a post-Twitter world

Understanding today’s youth

The second screen opportunity

Future of finance

Targeted advertising

Marketing campaigns for multiple language communities online

Future of luxury

Mobile is transforming the shopper experience

Connected TV: live with Mindshare’s co-creation panel Promise & Mindshare brands2me

Floating Sheep

Dragons’ Den: mobile Mindshare: Claire Valoti

Mindshare: Ben Maslen & Tim Mitchell HSBC

Mindshare: Charlotte Day

How hacking your organisation can make it better Caper

Evolution of storytelling

VICE

BSkyB

Mindshare: Ita Murphy hosts panel including IAB, EagleEye, O2 and Nestlé

Customer journeys: a pop up shop

thisisindexed

Mindshare: Malcolm Murdoch, Golnaz Ali, Lavinia Weir

Three screens: future of video advertising

Online and offline selves: is anonymity dying on the internet

From engineers to consumers

Youf: the NINJA generation

There’s no excuse to not just jump in and do it

Networking youth & brands

YuMe

The Futures Company

Big Balls Films

Using game to bring ideas to life Mindshare: Sarah Sutton and Tim Barrett

#2012ouryearofsport

TalkSPORT panel including Richard Keys & Andy Gray

Offers are killing brands: discuss Mindshare: Richard Lane plus panel including Quidco, vouchercodes, Moneysupermarket, Affilinet

Original Thinking Make Happy

Rory: my nightmare consumer of 2031 Mindshare: Mark Creighton

Teams of the future The Other Room

The world’s next top mogul

Mindshare: Takako Oyama, Fabio Labate, Polly Bowden, Becky Messere

Gamification in online and offline commerce Nuji

Future of sport sponsorship Global Sports Index and Mindshare

Mindshare: DuBose Cole

Mindshare: Alina Eagle and Alice Brady Ideas Foundation

Huddle Fringe.

Off Huddles. Cuddles.

The debate over what to call them raged on and on, but we all knew what we wanted. An element of the day that was just for fun, for larking about with colleagues, partners and clients. For making new friends and trying your hands at something new. A break from the intense debate of the rest of the day. Â So we made canapĂŠs, decorated cupcakes, sampled cutting-edge tech and pretended to be werewolves. It was awesome.

The Off-Huddles

Checkpoint Sneak, chase and bluff your way through this game of smugglers and border guards

THE GREAT DECORATE-OFF How to ice the perfect cupcake at The Great Mindshare Decorate-Off

Werewolf A game of accusations, lying, bluffing, second-guessing, assassination and mob hysteria

Bored?

Games!

Demo spaces

A variety of delightfully challenging games.

Check out the new technology from Microsoft and LCI

Come get voxpopped!

CanapĂŠ making

Express your view, opinions and thoughts in our news booth!

Make canapĂŠs with the editor of Good Food magazine

HARE MINDS om o Newsr

FHM Style clinic

Semaphoria

Fashion advice, style tips and more!

Come up with your own language in this game of code communication

Flag it up!

Photography workshop

Drawing game with a twist!

How to be the awesomest amateur

PlaTforms

ANYTHING

CAN BE SOLD

AS LONG AS YOU HAVE

THE RIGHT

STRATEGY

Overheard at Huddle

“98% of people would opt to pay less for TV and be served ads” “Is social little more than digital narcissism?”

“By 2016 we will have more on-demand TV than live broadcast”

“We change window or check for mail on average 37 times each hour” “Data is like oil”

SESSIONS

Platform Sessions

Tablets: big thing or big fad?

News International and Mindshare led the discussion on the future of newspapers and the daily, curated product. Do consumers want longerlasting quality content or up-to-the-minute news? Mindshare’s Vanessa Clifford predicted different brands will tackle this in different ways – depending on how they want to be perceived.

Fast is better than slow: rather be 80% right now or 90% right a lot later Google asked if it’s preferable to know your consumer better in the digital space by using data to always be right about them, or to behave in a more creative way. The Google way is ‘give it a go’ – if it fails then that’s ok!

I love TV With TV audiences increasingly rising, Mindshare’s Norm Johnston asked how brands can achieve the same kind of precision targeting of viewers as they do online.

Who will win in online news?

Pete Clifton, former editor of bbc.co.uk/news and current producer of MSN news, discussed the threat to traditional news sites by word of mouth dissemination of stories via social media.

Social: the future Mindshare’s Paul Armstrong looked into his crystal ball and predicted two possible scenarios – one where tech adds to and enhances consumers lives; one where their data is used against them. Do we use social media?

Or does it use us?

Perils and pitfalls Stevie Spring led a discussion of the things that keep us awake at night: Privacy, Piracy, Price, Proliferation and Production.

Planning by numbers is dead Mindshare’s Jo Lyall discussed the need for a different approach to planning – by layers – to make a consumer journey more simple, effective and engaging.

Tablets: technology not creativity rules The tablet is a hybrid platform – neither print nor digital. News International and Mindshare discussed the need to use technology appropriately and with your audience in mind.

Social by design Facebook’s Patrick Harris explored what will unlock the sharing of your brand’s content by your fans and their friends, and what we can do to continue the conversation.

See it, hear it, share it Led by Bauer, this Huddle focused on the future of radio and how the channel can offer a more personalised service: the option to curate your own tastes and listening habits – where the DJ takes control, but with space for personalised creation.

Best place for your brand: TV product placement offers new route to consumers Thinkbox’s Tess Alps demonstrated some of the latest TV product placement case studies following the recent changes in product placement legislation.

Your brand everywhere: how can we achieve this through technology?

An exploration of how our brands can be omnipresent and, if they can, should they? Microsoft suggested brands need to help consumers make use of ‘dead time’, for example by letting them do their weekly shop on the commute home.

The future: digital content across all devices Yahoo! encouraged the group to think about how they can be interactive in order to compete with the interchangable nature of interactive devices.

No matter where we plan our media, we need to be aware of where it might end up, in what format and on what device.

Tablets: the end for editors and editorial A lively debate around the future of the print industry, led by News International and Mindshare. Are editors and editorial going to become curators and packagers? Or are they already?

You can’t measure earned media Mindshare’s Annabel Watts and Sophie Weir facilitated a panel including Channel Flip, The Outfit, Channel 4, Nestlé and LinkedIn.

The humanisation of the web: moving from web of machines to web of people Currently one in four searches are unsuccessful where the searcher didn’t find what they were looking for in the first click. In this session, Microsoft explored how can you make search more successful, more intuitive and ultimately more human.

Social TV: the death of the remote control Mindshare’s Michelle Cfas led a discussion about how social media has impacted the way we watch TV, and the implications for brands and programmers.

Video is the heart of social: discuss With the equivalent of 150 years of video content viewed through YouTube every day, the channel’s Jamie Noble encouraged brands to keep video at the heart of their social strategy.

The consumerisation of enterprise decision-making LinkedIn led a discussion about how people making decisions around the software they use for business, used the same process and understanding as they did for choosing software in their personal lives.

People are looking for user-friendly and useful applications in business just as they are in their off-duty lives. In this way, business software is beginning to bear a striking resemblance to the technological tools and applications that feature in our everyday lives.

PlaTforms Creators, curators and content were the common vocabulary for all Platform Huddles. To some extent, it’s always been this way – but what emerged at Huddle was a major question about who fulfils these roles. Furthermore, many conversations posited whether digitalisation of all platforms has blurred the definition of these roles to the point that such labels are entirely redundant.

We live in a world of screens.

Only device appropriateness and location define which particular screen consumers use as their media platform – and most Huddles agreed this trend is set to continue to the point where single-use screens are no more.

Huddle described a world where the word ‘television’ refers to a type of content, not the box in the corner of the living room; where press is just news, be it delivered on paper or iPad or via Twitter.

Many contributors argued this time is now, not the stuff of futurology.

In that world, everybody and every brand is a creator across Twitter,

YouTube and the like – but does that make everybody a journalist or producer? We will continue to need curators to help us navigate the ever-growing quantity of content – but make no mistake, those curators are no longer the traditional editors and program controllers. Communications platforms need to embrace the fact that we want content curated by our friends, colleagues and the people that we admire – and that this content needs to do myriad jobs; to entertain, inform and make our lives easier.

So where exactly are we heading?

A media landscape that is exactly that: a world made of glass where the windows of our buildings, cars, buses and underground carriages are all connected. Where the browser is a personalised app that enables us to curate and create our own content one minute – and to hand over control the next, as the mood dictates. The future is a sliding scale of control, where advertisers, agencies and media owners will have to be interactive, relevant and innovative to thrive.

To create your own Huddle-inspired cupcakes you will need: 190g self-raising flour 160g plain flour 240g unsalted butter 250g caster sugar 4 large eggs 240ml milk 1 tsp vanilla extract 1: Preheat oven to 180°C 2: Combine both flours, and in a separate bowl combine the vanilla and milk.

THE GREAT MINDSHARE DECORATE OFF

3: Using a hand mixer, mix up the butter on a medium setting for three minutes, while gradually adding the sugar.

The mixture should be light and fuffy.

4: Add the eggs, one egg at a time – mixing well. Then add a third of the milk and vanilla mixture. Don’t worry if it looks a bit curdled – when you add the flour it will look like cake mixture again.

5: Sieve and add a third of the flour mixture and mix until just incorporated. Do this two more times until everything is mixed in.

6: Fill two thirds of each cupcake case with the mixture.

7: Bake for 20 minutes. When ready they should be springy to the touch.

For the icing: 250g good quality unsalted butter (at room temperature) 450g icing sugar (sieved) 1 tsp vanilla extract 6 tsp milk/cream If you have a freestanding mixer, put everything in the bowl, cover the top of the mixture with a plastic bag (to stop the icing sugar going everywhere) and mix on a low setting for one minute, progressing to a medium setting for a further four minutes).

CONTENT

500 TWEETS

EVERY MINUTE NOW INCLUDE

A LINK TO YOUTUBE

Overheard at Huddle

“Be authentic or don’t bother at all” “Device appropriateness is the key lesson for all content on all devices” “Technology can curate content better than a real-life editor”

“Would you trust the recommendation of a friend over the recommendation of a search algorithm?�

SESSIONS

Content Sessions

What is content?

Channel Flip explored what content means for brands, and how we can create effective information and experiences that provide added value for your audience.

Brands, technology and talent: interactive play area Framestore, Hollywood’s preferred partner for special effects (think Harry Potter, Avatar and Tinker, Tailor, Soldier, Spy) have been drafted in by the London Stock Exchange to make data look awesome.

Do more brands need to apply the magic of Hollywood to their content?

Liquid and linked: workshop on content creation and distribution GoViral ran an interactive workshop on what good content is and gave six categories to mark against to make sure that it is worth sharing.

Content: brands need to be publishers Idio highlighted the need for content marketing that is led by an editorial-based narrative that is continuous, not campaign-led.

Digital is shit without a big integrated idea Digital, as a media platform, can be a confusing space for consumers.

Without a big idea the huge space can seem bleak and, despite incredible reach, it is not always engaging. Mindshare’s Graham Bednash asks how integral a ‘big idea’ is to a successful digital campaign.

Editors’ Question Time: FHM, heat, Kerrang!, Closer, Yours, Empire, More! and Grazia An opportunity for Huddle attendees to ask any question they liked to these esteemed editors. Celebrity secrets were exposed, alongside the need for magazines to engage online.

CONTENT As the global recession started to bite, advertisers understandably became more conservative about the ‘unproven’ world of content as a media solution. When times were good, content-making was popular with brands looking to invest in film, books and experiences.

Post-2009, investment in content tailed off – but in the paid, owned and earned media landscape, content is quickly climbing back up the agenda. It was one of the most popular Huddle subjects, with perhaps 90% of all conversations including some reference to this key pillar of a brand’s POE strategy.

It is content that fuels consumer conversations and engagement with brands – ultimately generating them earned media value. In the always-on world of POE, our Huddles agreed brands need to make a shift from producing excellent creative to producing excellent content – and on a much faster timescale.

There was a consensus that without strong content strategies, advertisers simply can’t meet the new demands of consumers, not to mention have an adequately robust social media presence. It’s not all

about the big creative content idea, though – developing a content strategy requires advertisers to identify deep insights about their target audience and really examine consumers’ current and potential relationship with their brands.

Only this approach will give them the ammunition to develop effective content that works on multiple platforms and is inherently shareable.

Brands should all ask themselves the question “what can my brand create that is unique and compelling – and true to who we are and what we do?” Many examples of successful and original thinking in this arena were discussed at the Huddle: Coca-Cola call this strategy Liquid & Linked, while Facebook have termed it Social by Design. However you label it, the sentiment is this same – to truly be a POE brand there is a big shift required in how content ideas are born and taken to market. More insight, more rigour and more measurability – with these things in place, Mindshare believes that content is vital for every client wanting to reap the rewards of an intelligent POE marketing strategy.

TECH

JUST BECAUSE

TECHNOLOGY MEANS YOU CAN -

IT DOESN’T

MEAN YOU

SHOULD

Overheard at Huddle

“We must create spaces for safe experimentation”

“Technology drives the consumer experience”

“Is TV now actually your second screen?”

“Being a coder is like being a DJ – you mix prewritten code to create something new and personal to you”

“Technological development is actually slowing down – but its effects are speeding up”

SESSIONS

Tech Sessions

Data visualisation: wow vs aha Mindshare’s Mark Bulling explored the balance of translating data into beautiful images with providing useful information and context.

He who codes, wins: coding in 45 minutes Decoded asked why French is taught in schools and coding isn’t, as they demystified the new language of technology.

Connected TV: live with Mindshare’s co-creation panel Promise and Mindshare have created ‘The Hive’, a 300-strong community of people who are ready and willing to be part of the brainstorming and creative process. The team facilitated a live brainstorm.

The second screen opportunity Brands2me asked if TV really is the first screen? As second screening is second nature for the new tech generation, many would say it’s the tablet/laptop/smartphone where you’re interacting directly.

Dragons’ Den: mobile Representatives from Blippar, EagleEye and JiWire pitched for £100,000 investment from Nestlé, HSBC and Mindshare.

TECH The one theme linking all Tech Huddles was a kind of plea – that we as marketers should cease to be bamboozled by the complexity of tech. Our attention should instead be focused on finding ways to harness tech’s ability to interpret information, empower consumers and release the potential of new creative ideas.

Data collection is an obsession in the digital age but our Huddles all agreed that interpreting information through data visualisation can transform rows of numbers into meaningful images that sit at the heart of understanding people and their behaviour. Sitting alongside how data interprets consumer behaviour is a need to find new ways of researching how people respond to changes in technology.

The buzz-word of Tech Huddles was co-creation – we should (and at Mindshare are) be asking consumers how they would like to see brands using technology, both functionally and creatively, to add value to their lives. This realitycheck on the function of technology in people’s lives – over its absolutwe capability – will translate into useful, effective use of tech.

Huddlers also raised fundamental questions about the knowledge gap in the communications industry when it comes to tech. Why isn’t

coding on school curriculum like other languages, such as French; something that would empower people to use these skills in both work and life. Huddle demonstrated that coding is genuinely only 10% geek – it is vital to the comms world if we’re to understand just what can be achieved in an open source world. Huddlers walked away feeling that coding was not as impenetrable as we may have all first thought.

Huddle also demonstrated the challenges that face emerging technologies in convincing the business world to invest in their thinking. Our Huddle Dragon’s Den exposed major concerns about how niche technology ideas can be subsumed by mobile operators with greater scale, or how the advertiser may not always be so keen to help the technology solution to grow off the back of their brand.

The overarching sentiment for tech within Huddle was the need for greater collaboration between stakeholders to maximise the potential of technology to solve marketing challenges. There was also the recognition that for emerging technologies to succeed, advertisers will be asked to take a greater stake in technology development and growth of these new – and potentially vital – platforms.

Games, Games, Games!

Hide&Seek’s work is centred around the belief that play – as a way of being, a means of creativity and a design tool – is integral to understanding how culture will develop in the 21st century.

HIDE & SEEK GAMES

Eye Contact A game for two or more players. Agree a starting point and a finishing point in a busy place (such as the Terrace at the Southbank Centre, in London). Race from one end to the other. You’re only allowed to move while you’re making eye contact with someone else.

Invisible Mirror A game for two players, standing on either side of a pillar or wall, facing each other – but with the barrier in between. Player One chooses a pose; Player Two has to try to copy it without seeing it, asking ten yes/no questions. After ten questions, you both jump out from behind the pillar, still holding your pose, to see how close the asker got. Then try again, but switch roles. The person who gets closest to their opponent’s pose is the winner.

People Poohsticks A game for any number of players. Find a high vantage point and look at the people below. Agree a start and finishing point. Every player picks one person – any individual who hasn’t yet reached the starting point. Race your picks: the player whose person passes the chosen finishing point first is the winner.

CHANGE

WHY DO WE

LEARN FRENCH AT SCHOOL

AND NOT CODING?

Overheard at Huddle

“All companies are service companies now�

“At least three new Ferraris are bought every month now on a mobile” “How can we turn wasteful minutes into useful ones?”

SESSIONS

Change Sessions

Exploring the implication of the post-PC era for communications Russell Buckley (founder of Admob before selling to Google) evangelised about the post-pc era when people are no longer chained to a desktop PC and use mobile devices in every walk of life. Everything lives in the cloud – your mobile phone is used to change the temperature in your hotel room, tells you when to take your insulin shot and is used to pay for all goods and services.

Why is ‘play’ becoming such a powerful too?

“A great game will be immersive, powerful, fun and a motivator,” said Hide&Seek, as this Huddle debated the increasing value of play in today’s market.

Journalism in a post-Twitter world Has the rise of social media made the consumer invest more in individual journalists than the newspapers they write for? Mindshare’s Ben Maslen and Tim Mitchell led the debate.

Future of finance HSBC ran this interactive session, encouraging us to think of what finance would look like in a perfect world. If the ideas generated make it back to HQ expect your mortgages wiped!

Future of luxury An exploration of how brands can build and maintain luxury credentials in today’s market. Is heritage essential? Or can brands breakthrough?

How hacking your organisation can make it better Interactive problem-solving session from the team at Caper, where groups were given different scenarios and encouraged to explore how they might fix them.

Evolution of storytelling Jessica Davy of thisisindexed discussed people’s interpretation of stories – how the story constructed externally doesn’t always dictate how it is constructed in the reader’s mind. What does this mean when it comes to marketing?

Three screens: future of video advertising YuMe led a discussion about how we consume video and the role of traditional TV. Is it diminishing? We need to ensure the right content gets to the right people in order to ensure increased consumption and engagement.

From engineers to consumers Most technology companies think about hardware, software and consumers, in that order. The Futures Company encouraged us to follow Robert MacNamara’s example – the former American Secretary of Defence credited with Ford’s culture change from engineers to a consumer company.

There’s no excuse to not just jump in and do it Focussing on the need for brands to proactively create content, Big Balls Films encouraged agencies to educate clients to ensure content is a part of their overall comms strategy.

Using games to bring ideas to life Groups were challenged to solve a real-life problem using games. This can help brands to encourage behaviour change but also help us in more everyday practices such as brainstorming.

#2012ouryearofsport A Q&A with broadcasters Richard Keys and Andy Gray proved a lighthearted revue of talkSPORT’s recent growth, as well as a brief look at the year ahead.

Offers are killing brands: discuss Has the growing coupon-culture killed brand loyalty? And if so, does it matter? Led by Mindshare’s Richard Lane alongside a panel including Quidco, vouchercodes, Moneysupermarket and Affilinet.

Original Thinking Make Happy ran this session about the importance of brainstorming, a variety of different ideas and doing it with as many people as possible to get the best creativity out of everyone.

Rory: my nightmare consumer of 2031 Mindshare’s Mark Creighton’s two-year-old son, Rory, will grow up to live in a very different world to that which we inhabit now. To him, the personalisation and curation of content will be seamless and mandatory, affecting his relationship with the global media brands that he’ll access through ‘always on’ media. This will create a very different value exchange with advertisers.

Teams of the future This session by The Other Room looked into how you can unleash the potential of your online networks: Facebook, Twitter, LinkedIn etc; while not undervaluing how crucial real human contact is in teams.

The world’s next top mogul Mindshare’s Takako Oyama, Fabio Labate, Polly Bowden and Becky Messere led a workshop exploring how brands can become the next Apple.

Gamification in online and offline commerce The team from Nuji suggested encouraging consumers to share your branded content online by incentivising them with points that are redeemable in store.

Future of sport sponsorship Panel session hosted by Global Sports Index’s Sean Jefferson with key players from the sponsorship world.

CHANGE Change. Whether it was about company culture, how brands interact with their consumers or how technology is used, all our Huddles shared the feeling that we are on the cusp of a major shift in how things are done. The financial is not neccesarily the only bottom line – the value exchange between an organisation and its complex stakeholders and audiences is still vital, but we all need to examine what works, what doesn’t, what is important and what isn’t – and figure out ways to balance these equations to our advantage.

Several Huddles in the Change stream explored the importance of creating a culture of openness and creativity. Brainstorming, crowdsourcing, call it what you will – it is all about a constant flow of ideas from as wide a contributor pool as possible. We seemed to agree across the Huddles that failure can be a good thing and that it is often when you think you have completely run out of ideas that the best innovations emerge.

In a time of austerity and pessimism, a refreshing theme from across all the Change Huddles was the need to bring fun back into the room. Gamification popped up all over the day. The conclusion seemed to be that gamification is not just the latest business fad. Instead, it is a practice with tangible effects that can be incorporated into the most

pedestrian of processes. Games can unlock the potential within an organisation, uncover latent sources of inspiration and mobilise consumers to shift entrenched behaviour and break new boundaries when engaging with brands.

Of course, in any conversation about change, technology is front of mind. That said, Huddle is not The Gadget Show – and so our Change sessions tried to get to the bottom of the impact of new platforms and applications on what we do day-to-day as both marketers and consumers.

The consensus seemed to be that technology is only the enabler and should never be the strategy in itself. The common theme is that all technology allows us to do is old things in new ways. So let us not be blinded by the tech – instead, let us understand that our interactions with our consumers, our colleagues and our partners are driven, as always, by behavioural insights.

The Huddles on Change reminded us that while every generation believes that technological development is speeding up, applications for new technology patents are actually slowing down.

What is important in the current media landscape is the massive impact new technologies can, and do, have on our culture and behaviour – and how we as brands, employers and indeed consumers react to these seismic shifts.

How to make the perfect smoked salmon and cream cheese spiral You will need: 4 x 20cm/8in tortillas 225g/8oz cream cheese at room temperature 2 tbsp of one of the following chopped herbs: dill, tarragon or chives 1 lemon, finely grated zest Squeeze of lemon juice, optional 225g/8oz smoked salmon slices

CANAPĂŠ MAKING

Cooking instructions: 1: Beat the cream cheese in a bowl until very smooth and soft. Stir through the herbs, lemon zest and season to taste with salt and pepper. Add a squeeze of lemon juice.

2: Lay out the tortillas and cover two thirds of each with the smoked salmon slices. Spread the cream cheese mixture on top of the salmon, leaving a 2.5 cm/1in section of the tortilla unblemished.

3: Now roll them up. Starting from the salmon end, use both hands to gently, but quite tightly, roll up the tortilla. If the seam end of the roll won’t stick then use a little extra cheese for glue. Wrap the rolls in clingfilm and chill for at least an hour or until ready to serve.

4: Cut off the ends of each tortilla and eat (tasting is essential). Slice on the diagonal (each spiral should make five presentable spirals and two scrappy ends). Serve garnished with extra herbs or lemon zest.

PEOPLE

FAIL HARDER

IF YOU DON’T

FAIL YOU DON’T

LEARN

Overheard at Huddle

“The average family now consumes three times more information everyday than in 1960” “Computers will take over the world from man in 2045” “Florence Nightingale was the mother of data visualisation”

People Sessions

The power of persuasion This session, led by Peer Index, focused on the importance of knowing who the right influencers are in the social space and getting them on board with your brand.

Women and casual gamers: missed opportunities When we think of ‘gamers’ most of us imagine spotty teenage boys, trying to complete the final level of Call of Duty. Mindshare’s Craig Brown and Natasha Spencer-Warren introduced us to the gaming family – and how we might reach them.

Understanding today’s youth VICE introduced us to the ‘EasyJet generation’ – under-24s who are growing up having positive brand experiences.We must constantly create to engage with them and put our ideas at the heart of everything we do.

Targeted advertising BSkyB led this session with news of their AdSmart service – showing viewers different ads targeted to their specific household in the same commercial break.

Mobile is transforming the shopper experience Mindshare’s Ita Murphy led a lively debate where initially, 100% of the Huddle agreed, but by the end had changed their minds: while mobile helps consumers to shop more quickly and efficiently, this isn’t transformative.

Customer journeys: a pop up shop Mindshare’s Malcolm Murdoch walked the Huddle through three different consumer journeys using the McKinsey model, buying: a holiday; a jumper; and a bottle of wine.

Online and offline selves: is anonymity dying on the internet Mindshare’s DuBose Cole led this Huddle on the convergence of actual vs. virtual self, and whether it presents a threat or an opportunity for consumers as well as marketers.

Youf: the NINJA generation A workshop led by Mindshare’s Alina Eagle and Alice Brady about youth audiences and how to engage with them.

Networking youth & brands A session run by the Ideas Foundation exploring how brands could tap into real world youth insights while giving access to the advertising industry to young people who would otherwise never had the chance.

PEOPLE Our People Huddles were about change – and the often-alarming rate of that change. New and complex customer journeys.

Consumers who understand the value of their personal data and use it wisely. A brand new set of influencers online. Behaviour driven by SO-MO-LO: social, mobile and location.

A recurring metaphor throughout the People Huddles was that change happens without us noticing it. If a drop of water falls into Wembley Stadium, doubling in size every minute, how long would it take to fill it? Answer – 49 minutes.

In itself, that’s an interesting snippet. What’s more interesting is the nature of such exponential change – after 45 minutes the field would be barely muddy.

In some parts of the media and communications world, the water is lapping around eye-level. People behave significantly differently to those just a generation ago.

Recommendations from friends, trusted blogs and media outlets is more effective than traditional discriminators of choice. Gone is the generation of ‘ad rejectors’ – the current 18 to 24-year-old ninjas (no income, no job, no assets) are much more likely to accept advertising and branded communications provided it is useful or entertaining. People consume in vastly different ways in this new landscape, via across TV, PC, tablet and mobile.

Other parts of our analogical media stadium resemble a shallow swimming pool – changes are definitely taking place, but they are not necessarily visible to all. Some 28% of us have made purchases via mobile; half of us pull our phones out to compare prices in store; we know that there are highly visible ‘influencers’ by category – but we do not yet know what constitutes genuine influence beyond visibility.

And then there are other places where the field is barely muddy.

Around 80% of advertisers do not have a mobile presence.

Behavioural change lags behind headline numbers – while 47% of us have mobile shopping apps, only 14% of us use them. Despite the much-anticipated launch of Sky AdSmart, many of us remain entertained and informed by ads for products and services we will never buy.

The consensus? The people we spend so much time and money targeting are willing to try things earlier, embrace change, and learn by taking calculated risks. We as advertisers, media owners and advertisers need to behave more like them. If we don’t – even if we are up in the gods of our metaphorical Wembley – the water will be cascading over us before we know it.

Directory

Affilinet

Gary Bicker, Country Manager James Lovelace, Sales Director Helen Nugent, Client Services Director @affilinetUK uksupport@affili.net 0207 067 2480 www.affili.net/en

BigBalls

Tom Thirlwall, CEO Gav Rowe, Director Chris Kelly, Director @bigballs_films info@bigballsfilms.com 0207 837 1700 www.bigballsfilms.com

brands2me

Keith Johnson, ‘At Large’ @brands2me keith@brands2me.com 07785 300746 www.scoop.it/t/brands2me

Bauer

Karen Stacey, Head of Broadcast and Bauer Access Abby Carvosso, MD Lifestyle and Advertising Bruce Mitchell – Digital Product and Innovation Director – Bauer Radio @bauermedianews, @karenstacey100, @abbyfossers, @1BruceMitchell Firstname.Surname@bauermedia.co.uk, 0207 295 5002 www.baueradvertising.co.uk

Blippar

Jessica Butcher, Founding and Marketing Director Stephen Shaw, Opportunities Director Dave Black, Business Development Manager @blippar info@blippar.com 0203 059 0452 www.blippar.com

Caper

Katy Beale, Director Rachel Coldicutt, Director @weearecaper hello@wearecaper.com 0207 012 1710 www.wearecaper.com

Cereal Partners UK

Channel 4

ChannelFlip

Craig Turner, Marketing Manager

Andy Jones, Strategic Sales Manager

Barney Worfolk-Smith, Director

craig.turner@cpuk.nestle.com 01707 824 400 www.nestlecereals.co.uk

awjones@channel4.co.uk 0207 306 1051 www.channel4sales.com

@mightybarnski barney@channelflip.com 07887 871 060 www.channelflip.com

Decoded

Eagle Eye

Kathryn Parsons, Director Richard Peters, Director Alasdair Blackwell, Director & CTO

Russell Buckley, Chief Marketing Officer Julie Fairclough, Marketing Manager Andy Smith, Client Services Director

@DecodedTraining contactus@decodedtraining.com www.decodedtraining.com

@WeAreEagleEye russell@eagleeye.com 07966 792274 www.eagleeye.com

Framestore

GOOGLE

Simon Whalley, Executive Producer / Head of Digital Jonny Dixon, Interactive Producer Robin Carlisle, Senior Developer

Melissa Poulos, Global Agency Business Manager - WPP Paul Coffey, UK Agency Lead - WPP Steve Webb, Global Agency Lead - WPP

@framestore design@framestore.com 0207 208 2600 www.framestore.com

mpoulos@google.com 0207 881 4474 www.google.com

facebook

Patrick Harris, Global Agency Director – WPP @westportdad pharris@fb.com www.facebook.com

goviral

Bash Labban, Sales Manager UK Mads Holmen, Planning Director Pete Emms, Head of Video bash.labban@goviral.com 0207 492 1340 www.goviral.com

Hide&Seek

Alex Fleetwood, Director Margaret Robertson, Director Andrew Birley, General Manager @hidingseeking hello@hideandseek.net 0207 242 3706 www.hideandseek.net

Immediate Media

Clare Chamberlain, Group Advertising Manager Natalie Carter, Advertising Manager - Food Nicola Shubrook, Group Head Brand Solutions - Food firstname.surname@immediatemedia. co.uk 0208 433 2601 www.immediatemedia.co.uk

JiWire

HSBC

Sam Grimley, Digital Acquisition Manager (Social, Video & Mobile) sam.grimley@hsbc.com 0207 992 6651 www.hsbc.co.uk

IPC Media

Dan Coleman, Strategic Business Development Director Ian Tournes, Corporate Advertising Director Fliss Trew, Creative Solutions Manager @ipcmedia dan_coleman@ipcmedia.com ian_tournes@ipcmedia.com fliss_trew@ipcmedia.com 0203 148 3717 / 0203 148 3604 / 0203 148 7628 www.ipcmedia.com

LCI

Steve Ricketts, Managing Director Trish Tarson, Agency Sales Manager Peter Jones

Marlyn Weeks, Managing Director Luke Bennett, Sales Director Rob Paul, Director

ttarson@jiwire-inc.com pjones@jiwire-inc.com steve@jiwire-inc.com 0207 193 4812 / 0207 193 4263 / 07970 872 872 www.JiWire.com

@lci_productions marlyn@lci-uk.com 0208 741 5747 www.lci-uk.com

idio

Jonny Rose, Product Evangelist Andrew Davies, Commercial Director Charles Dalton-Moore, Operations Director @idioplatform jonathan.rose@idioplatform.com 0203 463 8616Â www.idioplatform.com

JH Visuals

Jessica Hagy, Visual Storyteller @jessicahagy jfhagy@gmail.com 07707 686 877 www.thisisindexed.com

LinkedIn

Colin Smith, Sales Director Jon Benjamin, Account Director @colin42 / @jonbenj csmith@linkedin.com jbenjamin@linkedin.com 0203 100 3055 / 0203 100 3033 www.linkedin.com

Make Happy

Jonathan Bannister, Planning Director David Wolff, Creative Director @makehappylondon jonathan@makehappy.co.uk 0207 269 6990 www.makehappy.co.uk

News International

Hamish White - Head of Emerging Platforms @hamo1972 hamish.white@newsint.co.uk 0207 782 7807 www.thetimes.co.uk www.thesundaytimes.co.uk www.thesun.co.uk

PeerIndex

Azeem Azhar, CEO & Founder Phil Guest, Chief Commercial Officer @PeerIndex phil.guest@peerindex.com 07715 322365 www.peerindex.com

Microsoft

Pete Clifton, Executive Producer, MSN UK Dave Coplin, UK Search and Social Evangelist, Microsoft Advertising Michael McClary, Platform Strategy Advisor, Microsoft @msadvertising salesmsa@microsoftadvertising.co.uk www.microsoftadvertising.co.uk

Nuji

Dean Fankhauser, Co-Founder @deanfankhauser dean@nuji.com 07545 376552 www.nuji.com

MoneySupermarket

John Sheekey General Manager, Money Susannah Clark Head of PR Clare Francis Head of Content @moneysupermkt john.sheekey@moneysupermarket.com susannah.clark@moneysupermarket.com clare.francis@moneysupermarket.com 01244 665 700 www.moneysupermarket.com

Oxford Internet Institute, University of Oxford

Helen Margetts, Director, Political Scientist Scott Hale, Computer Scientist, Languagerelated research Mark Graham, Geographer @oiioxford enquiries@oii.ox.ac.uk 01865 287210 www.oii.ox.ac.uk

Promise

Quidco

Felix Koch, Consultancy Director Kathryn Blanshard, Senior Consultant Joe Stubbs, Consultant

Emma Falkner, Senior Account Manager Andreas Andreou, Sales Director James Cartlidge, Senior Account Manager

@promcom fkoch@promisecorp.com 0207 290 0290 www.promisecorp.com

@Quidco e.falkner@quidco.com 020 7928 4640 ext 223 www.quidco.com

Sky Media

Jeff Eales, Systems & Development Director Jeremy Tester, Director of Brand Strategy Graham Appleby, Commercial Director

Stevie Spring

Stevie Spring, Chairman, BBC Children in Need

Talksport

Adam Bullock, Managing Director Moz Dee, Programming Director Kurt Edwards, Commercial Director

stevie@steviespring.com @skymediaupdates Jeff. Eales@bskyb.com 0207 032 6817 www.skymedia.co.uk

The Futures Company

@talkSPORT @adam_bullock adam.bullock@utvpitch.co.uk 0207 959 7917 www.utvpitch.co.uk www.talksport.co.uk

The Ideas Foundation

Andrew Curry, Director David Teague, Director Andy Stubbings, Senior Consultant

David Holloway, Chief Executive Officer Abi Johnson, Programme Manager Angela Conway, Office Manager

@futuresco unlockingfutures@thefuturescompany. com 0207 955 1800 www.thefuturescompany.com

@ideasfoundation david_hollway@btinternet.com abi@ideasfoundation.org.uk Angela.conway@ogilvy.com 0207 345 3270 www.ideasfoundation.org.uk

The Other Room

Dom Bailey, Managing Director Paula Carrahar, People Director @theoruk dbailey@theor.co.uk 07986 766 661 www.theor.co.uk

Thinkbox

The Make Lounge

Jennifer Pirtle, Director

@themakelounge create@themakelounge.com 0207 609 0275 www.themakelounge.com

Vice UK

Tess Alps, CEO Lindsey Clay, MD Neil Mortensen, Research and Planning Director

Kate Jaggers, UK Publisher Sophie Strickland, Head of Sales Angie Gola-Ebue, Head of Fashion, Beauty & Fragrance

@thinkboxtv tess.alps@thinkbox.tv lindsey.clay@thinkbox.tv neil.mortensen@thinkbox.tv 0207 630 2320 www.thinkbox.tv

@viceuk kate.jaggers@vice.com 0207 749 7810 www.vice.com

VoucherCodes

Yahoo!

Evelyn Mackinnon, Key Accounts Director Ben Hayward, Account Director

Warren Burke, Senior Director Ali Dib, Senior Director

@vouchercodesuk partnerships@vouchercodes.co.uk 0207 566 9840 www.vouchercodes.co.uk

wburke@yahoo-inc.com 07799 710858 www.yahoo.com

YouTube

Jamie Noble, Senior Industry Manager @jamie_noble jamien@google.com 07768 237990 www.youtube.com

YuMe

Owen Hanks, European General Manager Paul Lyonette, European Sales Director Mat Brown, UK Account Manager @yumevideo owen@yume.com 0207 Â 580 9900 www.yume.com

THANK YOU To everyone who participated.

To everyone who facilitated a Huddle.

To all the runners, reporters, room hosts, registration helpers and flipchart jugglers. To the canapé makers and cupcake teachers and games leaders. To everyone who worked for months behind the scenes to produce the day. To our designers and printers and to Art Fry*.

To the thousands of people who opened the debate up on Twitter. To Mindshare staff. And to Mindshare itself, for being the kind of original thinking organisation that can make this kind of event happen.

*The inventor of the Post-It.

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No tickets for the Olympics?

Not bothered about the Diamond Jubilee?

Pretty sure there won’t be an apocalypse?

That’s all good, then – it means your diary is clear for Huddle 2012.

Keep up-to-date on our plans for the November event, suggest topics for mini-Huddles or just generally hang out online with like-minded futurologist types at: huddlemindshare.posterous.com.

Creative Director Christopher Lockwood Branding and Design Aysha Awwad Roziana Wan Ramli Photographer Greg Cannam Project Manager Helen McDermott Editor Louise Richardson Essays by Jo Lyall Mark Creighton Nick Ashley Vanessa Clifford Claire Valoti Reporting by Becca Sawyer Ben Maslen Ben Reynolds Carrie Mash Clare Webb Georgina Faun Laura Kennedy Lizzie Barry Oya Mustafa Rosie Baring Vicki Watson Special thanks to Anthony Swede