creative

How audio is changing lives for the better.

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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!

Inspired by the Big 5 in Palo Alto

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Inspired by the big 5 – A week in San Francisco.

There is something genuinely special about San Francisco and Palo Alto. A place that if you are into digital you can’t help but feel excited about when you go there. First time you go it’s about going to the offices – Google HQ, Facebook, Apple etc and the famous locations attached like Mountain View or Cupertino. I have talked in previous blogs about the offices, they are a little disappointing, they are often deathly quiet and in the case of a Google a little battered and worn out, no it’s not what they are like inside.

The thing that strikes you is the scale, huge complexes, small towns in the case of Google, the meccas of those now famous names that come with such financial status and dominance and yet still have their young founders somewhere in those buildings. You can’t help marvel at that scale after so few years of history. In that mix though you feel a sense of tension between hanging onto that founder spirit and the relentless burden of financial success and expectation, something Facebook will start feeling acutely post IPO.

Palo Alto itself comes with this air of amazing entrepreneurship. Much was mentioned of Sandhill Road, where all the VCs are based, I had not considered that even VCs like to cluster, I guess I thought they would be isolated, each one trying to find the golden nugget but I suppose they are like everyone else and like to chew the fat on whether x company or y company is of interest. Fascinating I thought that at every one of the meetings we had this week, Pinterest was mentioned, it is crazy how that company has come from nowhere to being on the end of every sentence and judging by my Twitter feed, tweet, I would imagine that those investors are all eyeing that company up with much interest.

Dreams are made in this place and you can’t help admire it and be mesmerised at the immense foot print of these companies. As we walked into Apple you remind yourself you are walking into the most valuable company in the world, staggering what has happened there, or Facebook with its 100b price tag on its head and yet Facebook is still very lean, 3000 employees in US vs a Microsoft of 70,000, that paints a picture and it’s one of Facebook needing to recruit fast to cop with the demand for its products and insights.

The reason for the trip was to bring the VivaKi Nerve Center to the wider Publicis group and let them come together and meet with these amazing digital beacons. A fascinating few days as the Saatchi’s and Leo Burnetts came together to discuss and learn how we can all work together more effectively with these leading digital companies of the world. This new world of social by design has revolutionised the media and creative approach from a ‘bowling ball’ approach where a carefully aimed ball was fired at the consumers and hope to hit a few of them to the ‘pinball effect’ where you send the content into the mix and watch it get fired around.

There were some revealing debates about social and where it fits creatively and who is driving those conversations, we have as clients some very sophisticated marketeers and those who are more tentative but all of them are becoming more global, more scaled and more digital and it is the role of The Nerve Center to help our group capitalise on our amazing partnerships to be able to respond to those trends in a material way.

So as a marketeer who do you care about? Google, Facebook, what about Amazon? Apple and Microsoft will all lay claim to be the companies you need to work with, there are others of course but after a week here you start to consider exactly who are you missing if you work with these companies? The issue comes with knitting these companies together, in the last few years the rivalry has been intense with various fissures opening up between the companies and that’s where organisations like Publicis and The Nerve Center come in. When you sit opposite a Google or an Apple, they often hold many of the cards and yet all of them want to see the whole picture and the agencies hold those cards and they want to learn from us, so it’s a hugely valuable position to be in and one we must exploit on behalf of our clients if we are to get the most from an Apple or Facebook.

Based on this trip and my time at CES I can’t help feel this sense of a more and more closed world vs Open. Facebook’s mission statement is all about connectivity and openness which felt strangely at odds with their restrictions on how we as companies can track anything or the fact that their content can’t be found on Google search. Apple seemed very happy to sit and not want any sort of cross fertilisation, they felt that their billion devices is a big enough footprint for anyone. Everywhere you turn we are organising into silos, TV platforms with Samsung, Apple etc, social platforms controlling their data tightly, not an issue for consumers, harder for advertisers.

That said, when you see the power of YouTube, Facebook’s scale and social by design capabilities, Google from search to display to G+ combined with Microsoft and Xbox/Kinect or Apple’s incredible footprint through hardware it’s hard sometimes to imagine that a global client needs to go much further a field to reach and engage with their audiences. These companies are uniquely global, consistent and so as a global brand you can work on the same platform across multiple markets which will be an important offering of the future.

The days of media schedules with 40 sites on them have to be dwindling or dead, the specialism of tech press or context led site lists can not be totally recreated but you can go a long way towards that same effect through audience buying, targeted Facebook work, Search and so on. These companies and platforms could be the media plan, if only the advertisers themselves could organise in the same global fashion. They don’t right now, but they will and they will want agencies who understand and have very grown up deep relations with these companies and that is the aim of our Partnerships team at VivaKi and VivaKi Ventures which aims to keep us wired to the new start ups as well.

This week was about that, it was about saying lets work out how we can work together and not on the premise of spend and price but intellectually and strategically work to create the media and technical solutions of the future. My last meeting was at Mountain View with Google and what they are working on is mind boggling and makes you realise that although there are many companies out there with great marketing decks and some very bright people, they are dwarfed by what’s going on in this company.

And above all as I sat delayed by 4 hours I thought what an incredible part of the world this is and how inspirational these companies are both person ally and professionally. I also thought that I am working for the most forward thinking organisation in the advertising and media industry and one which is full of very smart people all looking at this business through different eyes and that is fantastic. VivaKi Nerve Center.

Politics needs a brand makeover

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Marco Bertozzi: 10.05.2010

Outdoor advertising during the elections has always been a little flippant. Although amusing at times, I feel more and more like my dad is trying to come up with jokes to be down with the kids or worse me making up jokes to be down with the kids. These Ads also give me the feeling that they think we don’t understand anything complicated. I can hear them now back at M&C ‘keep it simple lads, those white van men wont understand anything more than a picture and a one liner.’

They might be right but I feel like the Parties desperately need a brand beyond a logo and a strapline. With all the Parties doing tit for tat Ads and even using each others art work I had no idea who was behind which Ad. I think they need to stand for something but I also think there needs to be some visual triggers, some brand guidelines, do some targeting! The rest of the advertising community aim different Ads at different demographics, they target by media and channel, they make DR Ads different to their brand Ads but all in all they try to retain some key brand identities. It’s this I think has been missing.

Who can remember an Ad – if you were asked to describe one now, what would you say, you may remember Life on Mars but which party? That’s the challenge, I think the Party that could be remembered in the mind of the voter through their advertising may have the advantage – brand recall anyone, recency studies? These could all teach the parties something, it feels like it all gets thrown out during the campaign.

As well as differentiation between Parties being confused there is also the consistency within one party. A myriad of different leaflets, posters in different styles, no guidelines, it comes across disorganised, scrappy and in most cases pretty bland. I believe that more consistency in the advertising styles would make a Party stand out and be more memorable. Its fine for O2 with bubbles or Orange with orange but they have invested tens of millions over many years, they can afford to stray a little and try new things but these political parties have a short while and they need their advertising to stack up, right from the first leaflet to the largest 96+ sheet.

Lets face it their advertising does not work as we have ended up with a hung Parliament..next time act like a brand and see where you get to.