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    Home ยป 2018 Year End Survey โ€“ Matthew Curry

    2018 Year End Survey โ€“ Matthew Curry

    By adminWednesday, December 12, 2018Updated:Tuesday, May 14, 2024No Comments2234 Views
    --

    1) There was a lot of doomsday talk for the ad industry as a whole this year. In-house agencies became an answer to faster and more efficient. And consultancies became an answer to the rising demand for immediately measurable ROI and a more comprehensive understanding and implementation of data. Timeโ€™s Up and #metoo shed much needed light on injustices in this industry and beyond. Diversity and the need for equal pay and equal opportunity became a greater focus and conversation. All of this added up to an industry that is in the midst of a big shift. An exciting shift. A shift that puts a greater focus on ensuring the people and voices in this industry are as diverse as those it serves. And that the experiences and connections we create reflect the innovative desire and interactions of todayโ€™s consumer.

    2) As a fast, modern, independent agency, we embrace change. Rather than focusing on the doomsday conversation, we got to work doing what we do best: problem-solving. We evolved our production studio to be even more nimble and fully integrated into the process of all our brand relationships so we could deliver content and campaigns faster. We reoriented the agency to more agile, collaborative working groups: low numbers, high accountability. We continued our search for talent that looks, thinks and acts differently. We embraced new creative inputs and launched a campaign for NBA 2K that used data as its muse and driver. And we continued experimenting with new processes, structures and approaches to building brands in unexpected ways. We donโ€™t have it all figured out. Which is good. Weโ€™re at our best if weโ€™re always in beta.

    3) We were able to make some great work with our friends at NBA 2K. The 2018 launch campaign, โ€œThey Will Know Your Nameโ€, kicked off with the reveal of cover athlete LeBron James and a cover design that featured the different names heโ€™s known by. The cover went viral, with people creating their own versions. We then hijacked the NBA Draft, having future phenom Trae Young expose the campaign tagline โ€œThey Will Know Your Nameโ€ stitched into his suit jacket on his way up to the stage. And finally we launched a TV spot that had Lebron challenge the world to take the throne. The launch was a success, and inspired a follow-up OOH and pre-roll campaign that creatively used data to reveal how many players, teams and rivalries were on at any given time, showing just how big the NBA 2K party really is.

    4) There will be a continued move toward faster, more collaborative and more adaptable. Agencies that are able to orient themselves as an extension of their brand partnersโ€™ in-house capabilities will find new opportunity. There will also be a continued focus on data and the ability to dissect it in creative ways. More and more, creative agencies will need to know when to be driven by the data and when to simply be inspired by it. But in the end, brands will still need big ideas, storytelling and smart strategy. Creativity and the power of disruptive ideas will ultimately always win.

    5) BSSPโ€™s New Yearโ€™s resolution is to continue living up to its mission of Fast, Modern, Independent and Unexpected. To continue bringing in diverse talent and supporting initiatives that promote more diversity in this industry. And to create work that impacts culture in the biggest, most positive way possible.

     

    Matthew Curry
    Chief Creative Officer
    BSSP
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    Supreme Court Seems Likely To Uphold A Law That Could Force TikTok To Shut Down On Jan. 19

    Friday, January 10, 2025

    The Supreme Court on Friday seemed likely to uphold a law that would ban TikTok in the United States beginning Jan. 19 unless the popular social media program is sold by its China-based parent company.

    Hearing arguments in a momentous clash of free speech and national security concerns, the justices seemed persuaded by arguments that the national security threat posed by the company's connections to China override concerns about restricting the speech either of TikTok or its 170 million users in the United States.

    Early in arguments that lasted more than two and a half hours, Chief Justice John Roberts identified his main concern: TikTok's ownership by China-based ByteDance and the parent company's requirement to cooperate with the Chinese government's intelligence operations.

    If left in place, the law passed by bipartisan majorities in Congress and signed by President Joe Biden in April will require TikTok to "go dark" on Jan. 19, lawyer Noel Francisco told the justices on behalf of TikTok.

    At the very least, Francisco urged, the justices should enter a temporary pause that would allow TikTok to keep operating. "We might be in a different world again" after President-elect Donald Trump takes office on Jan. 20. Trump, who has 14.7 million followers on TikTok, also has called for the deadline to be pushed back to give him time to negotiate a "political resolution." Francisco served as Trump's solicitor general in his first presidential term.

    But it was not clear whether any justices would choose such a course. And only Justice Neil Gorsuch sounded like he would side with TikTok to find that the ban violates the Constitution.

    Gorsuch labeled arguments advanced by the Biden administration' in defense of the law a... Read More

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