BertozziBytesize : Communicate/Adage MENA – Audio goes everywhere.

Marco Bertozzi, Vice President, EMEA Sales & Multi-market Global Sales at Spotify, tells  Communicate what users were listening to while social distancing was in effect around the globe and in the region.  

Original post HERE

What were the significant consumption trends by users on Spotify during the lockdown period? 

Audio plays a very important role in people’s lives, because of its flexibility in being able to follow users wherever they go. When people’s daily lifestyle was [disrupted] by the impact of Covid-19, many had to stay at home, to help prevent the spread. As the listening followed user’s into their homes, it also branched on to a variety of new platforms. So the two [components] that we really focused on were – what kind of content people were listening to and how they were listening to it?

What people were listening to People were looking for comfort during these challenging times. At Spotify, we’re able to measure behavior based on users’ [search queries] and playlists. We were able to see the users’ behavior reflected on the playlists that they were listening to. One of the most prominent trends around the globe was the increase in nostalgia. We saw a 54% increase in listeners making nostalgic-themed playlists, as well as an uptick in the share of listening to music from the ’50s, ’60s, ’70s, and ’80s. Within the UAE and KSA, there was a spike in ’90s music as well as gaming playlists.

During the initial stages of the lockdown, “Covid” and “Corona” were some of the fastest-growing search terms for podcasts around the globe. As time passed by, these search trends dropped in favor of fun and educational topics.

We’ve also seen an increase in the sharing of playlists as well as the listening of collaborative playlists between users. To give a bit of context, people are able to share Spotify playlists through a link with their friends and family via email, Whatsapp, etc. However, in a collaborative playlist, people can connect over shared music and have virtual jam sessions together. These trends were bringing people closer to one another and became a point of focus, especially for users with a family.

For family members, there was a noticeable shift from personal listening on earphones to group listening via a connected speaker. Even the content transitioned to family-oriented themes, such as kids and comedy podcasts, to keep everyone entertained. These themes were popular for group listening while news and information themed podcasts were less front and center.

During April – May, as people continued to spend most of their time indoors, they were creating playlists to keep themselves entertained, while attending to household chores. There was a 40% increase in the creation of cleaning-themed playlists, and a 65% increase in the streaming of those playlists. These playlists were popular among users in the UAE and KSA.

How they were listening At Spotify, we have always talked about a ubiquity strategy, which means being able to be with the listener wherever you want.  Think about all the different places you can listen to audio today – Mobile, tablets, desktop, connected speakers, cars, connected televisions, gaming consoles and heck there are some lucky people who even got it in their fridge. There’s no limit to the possibilities. And on top of that, it provides visibility for audio, especially from an advertising perspective.

Regardless of the circumstances, advertisers are able to follow the user wherever they go. We spoke about this [aspect] even during normal times, where advertisers were able to reach customers while they go for a run, commute to work, etc. But during the lockdown, we saw a rise in listening through other platforms such as connected speakers.

However, gaming was the platform that stood out above all others and the MENA region ranked on top in this category. Gamers are able to stream Spotify through their console while playing, and during the lockdown, we began to see a surge. Our research found a 41% increase in streaming of Spotify’s curated video game playlists across the entire platform. Digging in a little deeper, we found that the top three countries that listen to Spotify-curated video game playlists globally are in the MENA region – Tunisia, Oman, and Saudi Arabia.

As many people were working from home, desktop listening on Spotify experienced a surge as well. According to our data, between April 17th – May 17th, WFH themed playlists increased by 1400% compared to the first ten days in March.

 How were marketers leveraging the trends and communicating with consumers? Our communication with advertisers has always been around creating messages, that are contextual and relevant to what the user is doing on the platform. The lockdown period amplified that very same notion. Initially, there was a rush for advertisers to try and be empathetic with consumers about what was going on. They were quite good at responding in that manner. Slowly, a shift began towards more utility messaging, where brands have decided to not only come out and recognize the situation but also provide services that would be beneficial to the consumer.

What tips did you provide to advertisers to make sure they don’t appear like trying to profiteer from the situation? We mainly advised advertisers to use context while reaching out to users on the platform and keep the format in mind. Spotify’s streaming intelligence can identify when the screen is in view and when the audio is the star of the show. For example, an ad with a direct call-to-action is a great fit for when the screen is in view while listening on desktop, tablet, or smartphone. For screen-less moments like cooking or working out, use the power of audio to tell a story and create a memorable impression for the listener.

Since it was a sensitive period, we advised advertisers to be considerate of the cultural moment. The streaming generation is especially critical right now, as brands are rushing in to weigh in on the current moment. Being culturally relevant doesn’t just mean addressing the cultural zeitgeist. It’s about tailoring the message to [address] personal as well as cultural moments, that we can identify through audio. We cautioned brands to be careful around using explicit references to COVID-19 including words and phrases such as, “it’s going viral” or “in these uncertain times.”

People were leaning towards audio while social distancing to help fill very specific needs such as, to stay informed, grounded, and occasionally entertained. Brands can play a role in filling those needs by focusing on brand-building messages that capture emotion and nuance. They can bring these messages/stories to life on audio across multiple formats like video, audio, and display. But regardless, they have to be mindful about not adding to the overwhelming news cycle with yet another piece of brand commentary on Covid-19.

Corona Virus Log. I miss meetings.

Running a team in this climate is very hard right? I am navigating my way through these weeks, one day at a time, and i know that most of you out there feel the same. Since starting at Spotify my focus has been on trying to make sure I have been visible across the region, visiting markets, keeping regular management meetings going, and being out with clients wherever I have visited. I cant do any of that right now.  I have never seen the value more of face to face. I would defend an offsite all day long now.

I have always observed that sales is a business that over indexes on momentum, energy, determination and a strong dose of inter-personal skills. My view has been that one person can change everything in a sales team as a leader, much more so than in an agency, just a different dynamic, a different mentality. So what happens when you take that away. Well for me, I feel like it is really hard to understand and get your arms around whats happening. You cant judge the mood, you don’t read between the lines, the Hangouts with multiple people, stuttering, difficult calls where it is hard to reveal the true emotions of people, I feel like I cant connect. I hope they are coping, I hope we are saying and doing the right things, but it is hard to know.

Ignore the fucking Work from home articles: I have studiously ignored the articles on how to work at home, not because there are not some smart tips, but because every person is living their own challenge. So often in businesses we are forced to come up with guide lines, guard rails, suggestions and or rules, but I feel that right now they are all useless. We all want different things, we are all living a very private life. If we do an all hands, there are people in big houses, with big gardens and country side, through to people sharing a small flat with 4+ others, we are at various stages of lock down and length of shut downs, the rules don’t work. The only rule is let people work it out, let them adjust.

In defence of meetings: I know things will change, we will challenge a lot of what we have done before, the obese list of trade magazine events that we have all inflated will have to decline as we realise that we have lived happily without them as an example. That said I don’t agree with a lot of other stuff. There are some very vociferous attackers of meetings, I have come to miss meetings, I now wish I could sit in a room and discuss a plan with someone without the video glitching or wifi issues – it is SD vs HD. Its like emails, when people say that after they have done their emails, they can get on with their work..I am sorry but many of my emails are work, and many meetings help me achieve a lot and by god I miss them now.

Pros and cons of Lock down: I read a fascinating letter from someone in Italy who was predicting our future and the one thing that really struck me was the apathy, the lethargy, this view that we can do so much with our time, but in reality, life is being sucked out of us, one day at a time. It is being replaced on the positive side by some small wins, personally for me, that is spending more time with my family, as someone who travels relentlessly this is a bonus. I have never been at home with my son, outside of holidays ever, this bit is special. As I said above, we all have to do our own thing, I feel better doing constructive things either work related or home that have a clear start and finish, something I can tick off to drive progress.

In support of hearing from others: In the last few days I have reached out to clients from across the spectrum, I did not have anything to sell, I just wanted to hear from someone else, I wanted to learn what was happening in other industries, learn from others. I am so glad I did, it has been a good day today – thanks to those who spoke with me, I learned stuff and felt like I had moved on. It will be something I continue to do, I hope there are many more people I talk to over coming months – your shit is very interesting to me.

We are busier than ever: I have saved a commute of about an hour each way, thats two hours plus a day saved, and yet..I feel like I am constantly checking my watch, every day we attempt to do so much. Well being, work, home schooling, walking kid/dog, play with kid, work more, be mindful. Its a tread mill, I am now grappling with my agenda to get back on top of meetings and calls, I think we have to shift our days, we have to find a new way – I feel like we are trying to do everything, everyday?

What do I miss?

  • A relaxed chat with someone without straining for sound or vision
  • Being able to draw on a wall and brainstorm
  • Walk into a bar or restaurant and hug some friends
  • Some friendly laughing and joking at work
  • Getting on a flight to anywhere in the world and seeing people you know
  • Varied menus!
  • Seeing my son play with all his mates at football or just messing around
  • Seeing all the kids pour into school, all chattering away

I did not write this for any end goal, more a stream of consciousness. This blog has been going for 10+ years, it is a diary of my last decade plus and somehow it felt right to log a journal of this crazy time we are all living through. A friend of mine once said as we hit a tough part of a long run, ‘just put one foot in front of the other’ that seemed sensible at the time and right now, that is the best we can all do. Big hugs to everyone out there and best of luck with whatever way you choose to put one foot in front of the other.

 

How audio is changing lives for the better.

This post was originally posted on http://www.spotifyforbrands.com

At Spotify, we understand the power of audio. Music and podcasts bring joy to millions all over the world, and we see audio taking center stage as a result of our day-to-day screen burnout. And at this year’s CES in Las Vegas, we saw more clearly than ever how audio is changing people’s lives for the better. 

There is nowhere better than CES to see where technology is headed. Spotify was there all week, seeing the many — and sometimes surprising — ways technology is being used in every aspect of our life. This central role of technology is leading towards a big macro trend known as the “quantified self.” This trend is all about how we are using technology to understand ourselves better as humans — and how we are diagnosing, reporting, and creating tools to enhance people’s lives. 

One key trend of the “quantified self” is the number of applications that have audio as central to the solution. Audio is now helping people live a better life, supporting when screens are not relevant or indeed, individuals can’t see the screens because of visual impairment. I wanted to highlight four of the interesting solutions we saw, some incredibly sophisticated and life-changing, some more for fun!

Take OrCam’s MyEye 2 — a wonderful piece of technology for visually impaired or blind individuals that scans full-page texts, money notes, people and more, then reads it back to the visually impaired person through a small device worn on the ear. If there is a product in a shop, the person can scan the barcode and the product details will be read back to them, translating the visual world into speech. 

In a similar vein, there is Addison Care, a virtual caregiver who monitors in the home, making sure the individual’s vital signs are strong, while assessing their movement to look for signs of trouble. The system calls out reminders to take medicine and is mainly voice activated, something that is more intuitive to many older people. It is yet another exciting use of audio and technology that is changing lives for the better.

Not everything is serious and life-changing. We saw a lot about how voice assistants are being incorporated into every device imaginable. One of particular note was built into showerheads, giving you the chance to catch up on the day ahead, the weather, commute and traffic as you shower and of course, call out your favorite Spotify playlist or podcast! As a marketer, thinking how to connect in a world of screenless devices and screenless moments is going to be vital — how could you take advantage of Alexa in the shower if you knew that’s where someone was streaming?

Finally, we saw how voice will play a prominent role in the future of the auto industry. Auto brands announced massive screens for the driverless cars of tomorrow, and more cars announced integrations with voice assistants. Per Axios’ Sara Fischer, “one of the big themes at CES this year has been the race to own the media experience when cars go driverless.” Fischer noted that Lamborghini’s Huracán EVO will be adding Amazon’s Alexa voice assistant this year, while Amazon and Exxon also announced a deal to allow voice-enabled gas purchases. Meanwhile, Anker and JBL both revealed new Google Assistant-equipped devices that can plug into cars new and old. It’s clearer than ever that our voices will be the remote controls of the car — ultimately shaping the future of how we listen.

Thanks to continuous innovation happening with earbuds, connected speakers, cars and more, audio already surrounds our daily lives. Even still, all of these developments at CES showed just how much the role of audio will grow in our daily lives in the future. Of course, as we at Spotify aspire to become the world’s largest audio network, I’ll be keeping my ears open as more new devices, gadgets, and integrations are launched in 2020. And exploring and executing creative ways to bring brands along the journey. Here’s to another year of listening!

My Digital Hero with New Digital Age

The ebullient Marco Bertozzi, Vice President, Europe at Spotify, has been one of the driving forces in digital for almost twenty years, with claims to fame including setting up Publicis Groupe’s programmatic operation Audience On Demand in Europe in 2010.

Who is your digital hero?

The late, great Curt Hecht. He was the original CEO of VivaKi Nerve Centre, the digital innovation hub at Publicis Media, and he founded Audience on Demand.

What did he do to win hero status in your eyes?

Curt was the first leader to instil in me the importance of getting out of the office and attending events, talking to companies and learning from the people around you. At a time when CES or Cannes were considered by many to be nothing other than ‘jollies’ he used to argue that if all you did was get your information third hand from a Google rep, then you were not interesting to clients.

A client is going to be far more interested to hear that you just came back from Cupertino yourself, than hearing what someone else told you they heard there. At the time that was hugely refreshing and in a world that is becoming slightly too local, I feel it was an important lesson in looking outwards, not inwards.

How has their heroism helped drive digital?

I would argue that Curt was The Godfather of the Trading Desk.

When VivaKi Nerve Center announced in 2008 that we were launching a platform to allow buyers access to all the top inventory partners at the time – Google, AOL etc, he was a mile ahead of the curve.

His work spawned not just the biggest trading desk in the world, it started the whole programmatic ecosystem and all the amazing data and targeting opportunities we now have access to.

On top of that, he never took no for an answer and would routinely come to countries in Europe and berate the CEOs for being so slow in adopting RTB and Audience on Demand. He had no qualms about doing this, even when they were Global CEOs, he just knew where he was heading and wanted to bring others along with him.

What are the biggest challenges in digital we need another hero to solve?

Digital needs to simplify. It needs to declutter, we need to go back to basics.

Our expectations of digital media are so low. Someone watching an ad for 2 seconds – or worse, a person watching an ad for two seconds and partially in view – is just not acceptable anymore. Advertisers need to demand more and pay more for higher quality.

I would like to see premium publishers banish the clickbait and move to premium solutions with real viewability, significant share of voice and quality parameters in place. That’s why I’m now proud to work at Spotify, where we offer that kind of quality solution for clients, as well as a great deal for fans.

We now need an advertiser or two to stand up and raise the bar so high that it starts a revolution instead of this race to the bottom in terms of quality and price like we’re now seeing.

What is your most heroic personal achievement so far in digital?

I started Audience on Demand in Europe in 2010. Back then it was just me and a laptop and it became a multi-million-Euro, multi-market operation at a time when the world was still in love with ad networks.

At the time I had some help and support, but also many detractors, most of whom reversed their opinions over the course of 5-6 years. That was really satisfying to eventually see, but it was frustrating it took so long.

The management team of Audience on Demand during those years, 2010-2014, they know who they are, were a great group and we achieved so much together.

The reason behind #loveAds at Spotify

 

LoveAds started as an internal campaign idea ahead of the annual Spotify Europe advertising sales team conference. It was a simple message that we devised for the entire advertising team, Spotify for Brands, to express their pride in our ad products.

Our brand partners are often subscribers to Spotify themselves and can forget that the majority of our users listen to Spotify for free (109 million globally, to be specific), in turn hearing and seeing ads.

We know we have great ad products that work for our users and our brand partners, so why not wear that as a badge of honour?

Although it started as a European initiative, it soon travelled. #LoveAds became a movement within the company, with all Spotify ad sales teams globally now proudly taking part.

The hashtag has given us a common language to highlight campaigns we’re proud to have worked on, ideas we want to push forward and outstanding results delivered for clients.

Tough decisions

However, the campaign is not just a hashtag and has also involved tough decisions.

For example, we used to give Spotify Premium gift cards to our advertising clients, but we’ve decided to bring this to an end. Why prevent our partners from hearing and seeing how great their ads are on Spotify? We think it’s important that our partners experience the excellence of Spotify’s ad-supported service.

As we started to share the #LoveAds hashtag outside of Spotify on social media, we saw people take notice and express an interest in what we were doing. We realised our internal movement could be something bigger and more interesting.

In an industry that continually beats itself up, with negative headlines and competing channels attacking each other, our simple theme of #LoveAds is resonating.

It is our hope that #LoveAds becomes a positive message that the whole community can get behind, reminding us all why we should be proud to work in a dynamic, creative, valuable and innovative industry.

We are now working on new ideas to expand the proposition and hopefully find plenty of advocates who want to talk positively on the topic. The opportunities are unlimited, just as the great work we all do is. We just don’t talk about it enough.

Spotify for Brands is going to celebrate what we do and we hope others get behind it, creating a focus for good in our industry.

Please join us and tag all your favourite ads, celebrations of achievement and reasons why you love advertising – #LoveAds.

Marco Bertozzi is vice-president of sales, Europe, at Spotify

Interview with M&M on Global trends pre Festival of Media

What are the key trends and insights driving global media in 2018?
The key insight is that not everything is as it seems. We have come to question so many things around digital media and we are seeing erosion of trust across the board. No one can ignore this as a trend. The positive trend though is a thorough reevaluation of
where advertisers place media. This is encouraging for those who love this industry versus those who just want to make high margin revenue. It means that premium advertising environments are becoming far more sought after and the belief that context and environment are not important is slowing fading and becoming a distant memory. I hope we see this trend continue and the blind, low CPM retargeting networks fade away.

What is the toughest challenge the industry faces?
We have to get ourselves out of the vicious cycle of pitches begetting lower and lower CPM campaigns. This type of behaviour means agencies squeeze publishers, only looking for low cost inventory, and then find themselves at a higher risk of fraud, which then creates mistrust. We need agencies to charge properly for their services, clients to pay for quality service from whomever is best placed to provide it and then we will see a move away from opacity. We are still confronted by too much of a ‘we have to pay less than last year’ attitude. It is a path that leads nowhere for all involved.

What does success look like for you in 2018?
Spotify is on a very exciting journey. My role was to re-look at the European business and accelerate positive momentum and a strong proposition in market. We are well on our way to doing that, and it has been a lot of fun. 2018 is a year in which the topics of audioand programmatic are converging, so we look forward to working with key advertisers and partners on bringing this innovation into the mainstream. Success stories leveraging data and dynamic audio creative suggest this is just the start of a fabulous year.

The second area I will be focusing on is showing the industry that we have some of the best video advertising inventory in town. We only sell completed video impressions, with 100% viewability. Audio has traditionally been our bread and butter but video is a large part of our business and we want more brands to enjoy its benefits. Our current customers all report strong results so we hope the education we are doing across the industry will be music to people’s ears.

What is the key to winning new business?
I  don’t think that has ever changed, whether on the agency or publisher side. All you need to ask yourself is whether you are helping the advertiser grow their business. New business needs to be built on insights that unlock something fundamental (and often
very simple) that will create a reaction in consumers. Too often in new business one gets carried away with internal structures and technology. Keep it simple and customer-focused and you can win.

What do you find clients want more than ever?

There is still an eternal hunt for the new thing, the first thing etc, but actually if you just come up with great ideas those usually win out. As I mentioned there is a trend for better environments and contexts taking us back to the basics of advertising. Note
that 2017 was a very strong year for traditional channels like radio, outdoor etc. At Spotify we continue to innovate, which is what makes the company an exciting place to be. And where we develop innovations our partners get to be the first to try things
out, which makes selling a whole lot easier.

How does the industry develop measurement standards for digital that are universal?
Sucha big question.. The only possible answer is relentless collaboration involving both the biggest and smallest players and this is going to be even more true with the GDPR implementation. My view is to worry less about common measurement and keep focused on common standards. Some of the basic requirements are very low in terms of viewability etc. I believe we should raise the bar significantly as a starting point. ‘Three seconds partially-in-view’ inventory should not be the benchmark.

How important is inclusivity to your business?
Inclusivity is enormously important to Spotify. As you might expect from a Swedish business, inclusion is at the core of the Spotify culture and values, and we are putting a great deal of focus on D&I initiatives. Indeed, just this week we held our annual, global, Diversity and Inclusion Summit at Spotify’s Stockholm headquarters, which was an opportunity for members of staff from all over the world to discuss ideas and opportunities to drive change and innovation where needed at Spotify and to make us even more of a leader in this space.

How do media owners and tech companies capitalize on the changing media landscape?
Combine good environment, trustworthy inventory and clever use of technology and data. Technology has a bad rep at the moment, but it is not technology that is the problem, rather how it is used. Used correctly you can achieve great things.

Audio is seeing a resurgence and we are very happy about that, but that’s not about traditional ‘radio’. Across connected cars, homes, voice assistants, speakers, TVs, fridges, you need an audio strategy that is future proof. However, we believe the real opportunity is in combining audio formats with video to generate the greatest impact. The media landscape is definitely changing and Spotify is in a great place to be at the heart of it.

Marco will be speaking at Festival of Media Global next month and Spotify is one of the key partners of the event.

Advertising industry is mirroring global politics. Retreating into localization.

Eight years ago, I was hired by Curt Hecht. The Global CEO of VivaKi Nerve Center and probably the biggest influence on my career. It is hard to work out what he influenced the most or which bit of his teaching had the biggest impact but he did. He definitely had some things in common with me, he was opinionated, he said what he thought, he challenged a lot. I loved that.

He was the first boss who encouraged me as EMEA MD of VivaKi Nerve Center to go out and learn. He wanted me to go to Cannes, CES, Dmexco, 4AAA you name it. He argued that without the impact of meeting new people, seeing new things and engaging in global content, I was the same as everyone else in London.

He said ‘ Do you think clients want to hear from someone who just came back from Cupertino and chatted data with Apple, or someone who heard from the new UK Apple agency lead, who heard from the Europe lead who got sent a memo from the US? This hit me like a train, it was the antithesis of everything I had been told. I had been force fed a diet of going on conferences being a jolly. If you went to Cannes, it was a rolled eyes and yeah whatever..

So this takes me into two other areas that keep coming into my consciousness. Since I made my move to Spotify and have been hosting (up for debate, depending on who you talk to) at Cannes, CES and Dmexco we have experienced the big draw back from agencies and clients to these events. It has been interesting to see from both internal and external perspectives. Externally we are obviously keen to meet with external partners at these events and selfishly feel like we would actually benefit from it, and in my experience that small one to one experience would be good for all. Now, less and less people are going to events.

As I think about that and what Curt Hecht said to me, it makes me think that perhaps we are going down a path of localization. If you speak to some teams in Germany, they have decided that Dmexco has become an International event and they should pull back a little. Spotify for now has not done that, others have. On the flip side, International teams have said that Dmexco is too German. Cannes is now 100% an International event that less and less local market people go to, so what are we left with?

We are in danger of an industry that does not embrace, value or support International collaboration which I find a little depressing. Every local market has its own micro community of people and influences. London focuses on London. If you work as I have done in regional jobs, even when it included London teams, it is not the same as the person who owns a London only team. The closeness of the Paris media scene, or Madrid media scene is important and as a company that has been hiring in all those markets, we see first hand the power of that local marketplace and relationships there in. BUT..let us not all withdraw from learning from each other.

Many companies are embracing country CEOs vs regional management, local market teams dont go to International festivals of media and marketing, try finding a UK CEO at Festival of Media in Rome, boundaries are being drawn up around what is valuable or not, and who should benefit from it. To me this is the decline of the industry. We should embrace global influence and it feels that right now we are retreating. Dare I say it, along with global politics and everything we rally against.

This industry more than any needs to look outwards and embrace globalization, not retreat. Let us celebrate different people, we should encourage learning at events and not become too focused on what the person down the street thinks, but the person who comes from a totally different world.

A decade of traveling – tips and tantrums

Decade of travel.

So yes, I have been on the road for nearly a decade and it’s been quite a ride. There are so many pros and cons with travel, there is an opportunity to see and learn but at the same time it can be a treadmill of 5am starts and long days, seeing only the inside of office buildings and the odd restaurant. I have always believed that if you take a leadership role at a global or regional level then you cant do that job unless you go see your teams, get to know your teams one at a time. You cannot moan about it, you cant let people know you are exhausted, you have to be on your game, every time.

Well why don’t we start by summing up the last few years according to British Airways. 

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I am often asked about travel, it’s synonymous with me, often an opening question when I see people. I find that interesting because the majority of it is not in my conscious, what I mean by that, is I don’t think about it all the time, it just is what I do. If I fly to Germany and back in a day that’s just like a commute to the office so to me it’s just another day, but to those following you it seems like a thing. I think that’s my overriding impression between business travellers and non – it’s a topic to discuss to an extent but changes from a question of interest with someone who does not do a lot of travel, to a more factual discussion on schedule. 

One thing that you do when traveling a lot for work is both form habits and observe others, as well as become very ingrained in your ways of wanting to operate, just ask Ashley my assistant! So I thought I would highlight some tips, maybe some observations and a bit of myth busting and then some differences between regular and non regular travellers. Please add yours in the comments!

In no particular order!

  1. Depending on where you live, drive to airport and park in short term, it costs less than taxis and they do loads of deals, it is convenient and close!
  2. Early flights mean having everything down to your keys ready the night before, especially important if you oversleep.
  3. If you drive yourself you can speed to make up time! Another advantage over taxis.
  4. Always take lifts in Heathrow, not escalators, all the pros take the lifts, faster
  5. Seat etiquette – big topic! Short haul, window, no exit rows – reason? You can lean against window for sleep. Who gets up in a 2hr flight? Well not me but some annoying person will choose to clamber over you if you do sit aisle. Never exit as the bag with your work life has to go up in locker! Long haul economy is aisle so you can get up and down easily, if business it’s window on BA but if you are on some of the old shit American flights with seats side by side then back to aisle. On long haul business on BA try and go upstairs on 747, quieter, better experience all around. 
  6. Tumi washbag which unzips at the centre and has clear plastic insides which in most cases you can do instead of plastic bags etc! I have one happy follower in Alex Altman on that tip.
  7. Long haul day flights, sleep enough to keep you up when you land to go out but not so much you can’t sleep in the evening. 
  8. Don’t talk to anyone. If someone speaks to you very early on a flight, answer, smile, put headphones on. 
  9. If you are BA business – don’t be shy to put the screen up, the person next to you will be happy you did it too! 
  10. Whatever happens don’t end up in the middle two seats on BA business, like getting into a double bed with a stranger in a suit.
  11. Don’t check bags! Holy jeez, if you are travelling with colleagues and you checked, you are truly the devil. I find it is mostly the young, trendy and non seasoned that check bags as they don’t have the simple business travel outfits and pack like they are on holiday. Some serious offenders out there.
  12. Don’t drink alcohol on flights – otherwise it’s like going to the pub every day. It also makes you feel like shit. Maybe one before a long haul.
  13. Use all those air miles for car hire on holiday rather than a small discount on a flight
  14. Walk straight into first class lounge in JFK if you travel business but are not Gold, they never check!

Jet lag? What jet lag?

I think the biggest thing that comes up is jet lag and it definitely gets harder every year but this is the fundamental difference between travellers and non travellers. Jet lag is 50% physical and 50% mental and in fact for infrequent travellers I think it is part of the fun of instagramming that you are wide awake in the middle of the night and talking about it a lot. You will notice regular travellers never talk about it because it is just part of the game and you have to ignore it or you would never get anything done. I am a big fan of doing exercise when you land and add that extra layer of tiredness which then helps you sleep, clears the head etc. Also use the fact you woke up earlier and get out for a run when going West. Jet lag at work Just needs some extra coffee and a busy schedule to get through. 

I am ruthless about going in and out for travel, no sightseeing, extra days, weekend stays, when you have a family you don’t have that luxury and if you are on the road a lot then you have to do that, at least if you want to hold down any relationship. So no travelling is not always great. 75% of trips start at 5am, flight, taxi to office, and then either team dinner, or taxi back and home.  No wondering around the ancient ruins, a day of pool time. If you then throw in delays, cancellations and extra nights stays, it gets boring fast. That said, I love it. I love it because it’s still a chance to see and feel a little bit of culture and learn something new. I learn about country behaviours and culture even in a meeting room. So a bit like jet lag I don’t moan about the bad bits and focus on the good stuff!

Working on the road is a bitch

Working on the road is something that you get used to, but again people who don’t travel, put their out of office on and go incognito for the length of their trip. Whereas those who travel a lot are constantly on, desperately trying to keep up with relentless inbound emails and at all times of day. I am always trying not to do lots of scrappy work and occasionally finding time to sit down and actually write something or at least think about it. It is the hardest thing to get right, avoid getting behind but not doing everything in a half manner. Emails definitely get shorter but better that than silence for days. There is nothing better than a full week at your desk..There are moments though when the silence on the plane, the quiet moments in a hotel can help, try and find time to think.

Things that always disappoint and annoy:

  1. When pilot says that we are early into Heathrow and isn’t that wonderful except that everyone knows that Heathrow does not do early so by the time they found a free slot, managed to get the steps over, found a bus, circled London, you are very rarely early.
  2. Buses. Shoot me now. The buses are the great leveller, First, business whatever, jump on that bus! I hate buses from flights it’s these small things that kill you when travelling
  3. Passport machines that don’t recognise my passport – at least 50% of the time 
  4. People who JUMP up when seat belt sign goes off!! Sit down and wait one second!! It’s not like we are calling a free for all to grab each others bags, the Hunger games of the airplane cabin, each grabbing for the best looking business bag! Just relax.
  5. People making and taking calls a lot. Just be normal and message / text them!
  6. Eurostar Wifi – horrendous
  7. Eurostar seats – come on! Headrests that are not actually headrests, sorry can’t bare it. I need to lean my head!!
  8. All my devices dying all of the time – so bad is it, I bought a suitcase with a charger as a last resource back up, but it’s so annoying because it always happens at once and always when you have to make a call.
  9. Airlines that hand out headphones and then want them collected back in, not sure why that annoys me but Just does. It’s the assumption they may get stolen, which in business should not be an assumption in my view!
  10. NUMBER 1. Irritant. US colleagues who don’t put their International dial code on numbers. HELLO??? When you are pulling a suitcase, carrying a bag, phone, maybe a coffee and you have a call, you just want to click on number and have it call – what you don’t want to do is copy and paste into contacts or dial pad, edit, add +1 because you happen to live in ‘rest of world’ work with us guys?
  11. No irons in room. No free WiFi in hotels. That kills me.
  12. Room inadequacies is massive! I want one switch, by the bed that switches EVERYTHING off, closes everything, you name it. I am amazed that almost all hotels think it amusing to have you hunt around trying to work out every light and every switch to every light and best of all not put them near the bed. Please, let me switch everything off in one go!! I have found about two places that do it!
  13. Never any healthy options in hotel room fridges, just sweets, chocolates etc
  14. Business flights with no power sockets – yes that’s you BA and your old planes!! How about buying just a couple maybe?

Well that’s my sum up to date, I would particularly love to hear any of your tips – tell me how to make life better! I am all ears!

BertozziBytesize: I LOVE CES.

There, I said it.

I am a proud CES attendee since 2010. Every year between late December and early January my mind flitters to thoughts of Vegas and CES. Depending on how depressing the weather has been or how much fun we have had determines whether I dwell for a longer or shorter period of time!

Part of this comes from the fact that I still thank my lucky stars for the fact I can travel to Las Vegas, stay in amazing hotels, see so much and do so much as part of my job. I have a persistent gratefulness for the opportunity, same goes for Cannes and all the other events I attend. We are a fortunate group.

On top of that though, is still the feeling of excitement that I got the first year I attended as part of the VivaKi Nerve Center, part of the Curt Hecht, Sean Kegelman, Kurt Unkel crew. I had just left a very depressing role in a depressing company and had the chance, in fact was positively encouraged to come to Vegas, embrace CES and learn everything I could. That first year was an amazing year and we had a great time, That feeling has never left me.

When I hear or read people saying ‘ Oh no, I am not going to CES, that would be the last thing on earth I would choose to do’ I always think the same – Oh come on! followed by the thought that they were not invited or you are not doing CES right. CES is a massive opportunity to learn. Over the years I have written about my experiences – this one in 2013 on TV Measurement or in 2014 I wrote about the fact that data capture and usage was getting out of hand with my post about ‘Just because you can, does not mean you should. Also in 2014 I wrote about the in car tech that was flooding the conference. It was the first time that car manufacturers started to appear in droves. That post called ‘The one piece of tech you cant fit in your pocket.’ Featured in M&M. In 2015 I wrote for the Drum about how advertising feels like it is becoming out paced by technology and hardware driving consumer choices, like the fridge that orders for you and therefore could choose the contents for you. It turns out that Alexa and Dash buttons have taken that role!

You get the idea, this show is FULL of fascinating trends, companies, hardware and you can soak it all up, you can learn from it and you can bring it back to base. If you dont attend these shows everything you hear is 18th hand, you hear it from some guy, who was sent it by another person, which was released by their marketing team. You see and hear things you would never expect to and you become a more knowledgeable person for it. People often ask me one of my biggest lessons I have learned from someone and I always reference Curt Hecht who once said to me, if you dont go to these events but work in a company like the Vivaki Nerve Center which is meant to be future facing, then you are no different to the local digital guy from London who heard it all from their Google, Facebook, Twitter rep. Advertisers want to meet people who have just met Apple at their HQ or spent time with a product manager in Palo Alto. He wanted us to go off and learn, I loved that, because at the time the prevailing sentiment was that going to these things was just a jolly and a waste of time. They can be, if you dont do anything with them.

This year is my second with Spotify. The first year was my first week at the company! You can imagine that was a little crazy, this year I am so excited to be part of this amazing crew and we have a great set up in the C-Space that is designed to help people like me of the past to come and learn something about culture, how we fit into culture, how we use data and understand people through music. We will talk about how voice enabled devices and connected hardware are impacting our lives and where Spotify will fit in that, it is fascinating what’s going on right now and CES has never been more relevant and informative as hardware powered by data and AI is changing our day to day, I hope those who come to the C-Space will walk away having learned a little more.

As someone who works for a specific company, I dont get to see all the interesting behind  the scenes stuff I used to on the agency side, I see and learn different things now about advertiser businesses, agency businesses, our own hardware partners etc, so for those who genuinely do have a choice as to whether or not to come and chose not to, dont  make the same mistake again. CES is the most relevant conference for our industry and understanding culture, you just have to know where to look. If you want to come see Spotify, let me know, it is a pretty cool story!