Shiny New Object

'Shiny New Object' is a podcast about the future of marketing. Each episode is a conversation with an insightful and influential leader in the industry about the latest tech, trend or talking point to catch their eye. Host: Tom Ollerton Founder of Automated Creative.

'Shiny New Object' is a podcast about the future of marketing. Each episode is a conversation with an insightful and influential leader in the industry about the latest tech, trend or talking point to catch their eye. Host: Tom Ollerton Founder of Automated Creative.

'Shiny New Object' is a podcast about the future of marketing. Each episode is a conversation with an insightful and influential leader in the industry about the latest tech, trend or talking point to catch their eye. Host: Tom Ollerton Founder of Automated Creative.

The views that Mr Bose expresses in this podcast are his personal views and not those of the Kellogg Company (South East Asia). 'Shiny New Object' is a podcast about the future of marketing. Each episode is a conversation with an insightful and influential leader in the industry about the latest tech, trend or talking point to catch their eye. Host: Tom Ollerton Founder of Automated Creative.  

'Shiny New Object' is a podcast about the future of marketing. Each episode is a conversation with an insightful and influential leader in the industry about the latest tech, trend or talking point to catch their eye. Host: Tom Ollerton Founder of Automated Creative  

'Shiny New Object' is a podcast about the future of marketing. Each episode is a conversation with an insightful and influential leader in the industry about the latest tech, trend or talking point to catch their eye. Host: Tom Ollerton Founder of Automated Creative

'Shiny New Object' is a podcast about the future of marketing. Each episode is a conversation with an insightful and influential leader in the industry about the latest tech, trend or talking point to catch their eye. Host: Tom Ollerton Founder of Automated Creative

'Shiny New Object' is a podcast about the future of marketing. Each episode is a conversation with an insightful and influential leader in the industry about the latest tech, trend or talking point to catch their eye. Host - Tom Ollerton founder of Automated Creative

'Shiny New Object' is a podcast about the future of marketing. Each episode is a conversation with an insightful and influential leader in the industry about the latest tech, trend or talking point to catch their eye. Host - Tom Ollerton Founder, Automated Creative  

“I create personalities for the computers that people talk to”  This quote comes from Wally Brill, Google’s Head of Conversation Design Advocacy & Education this week on the Shiny New Object Podcast. In this conversation, he takes us on a journey from being a record producer to an interactive opera composer and how he ended up leading Voice design for Google.    Wally points out that being able to have a conversation does not give you the qualification to teach a computer how to speak. There’s a “deeper layer” to conversation which we don’t always notice. For example, when we talk to each other we use “micro-expressions” which act as conversational cues and indicate our underlying emotions. But Voice assistants can’t see these micro-expressions. It’s like Google Home or Alexa only ever talk to you with their eyes closed. Wally’s job is to design human-like conversations for Google Assistant even though they don’t see and speak as we do. We aren’t born with the ability to read a room, we learn it from expe

“I make people want burgers” - this quote comes from Fátima Diez International Brand and Comms Manager at Five Guys this week on the Shiny New Object podcast. Fátima tells us that Five Guys’ marketing relies on listening to their audience and serving their needs in store and in social. Besides a PR retainer for their agency to act as a press office they don’t spend money on marketing, paid media or vouchering. In Fatima’s words they “grow genuine love instead of paying people to love us.” This sounds like the utopian vision that social media agencies sold to brands ten years ago but such hippie ideals were lost to an ad-funded facebook who demanded investment for their impressions. ;]Fátima Diez dreamed of becoming a translator in the European parliament but we’re lucky she ended up in marketing instead. As one of The Drum’s '50 under 30' I got the real sense I was talking to a future leader of the industry. She’s articulate, funny and smart and describes herself as “an idea and concept-driven person who has

Jim describes himself as a “professional explainer” and there’s evidence to believe this might be true. He sold personal computers in the 70’s, business computers in the 80’s, championed the internet in the 90’s and set up the Digital Analytics Association in the 00s. And he’s managed to crank out 12 books in that time. His most recent is ‘Artificial Intelligence in Marketing.’ He “wants to be remembered as someone who knew what was coming.” Jim’s current ‘shiny new object’ is SOLID. This is a technology being spearheaded by Tim Berners (via Inrupt.com) that gives users back control of their data. This tech he explains “is not ready for prime time” but when/if it works it will keep all of our own data about our health, location, preferences, passport, insurance and social etc in one place. We will then give different businesses different access to our data at different times. This will provide the foundation for our smart assistants like Alexa to purchase things and organise our lives without our input. This

“It’s ok to fail and not be so hard on yourselves.” This quote comes from Rupa Ganatra Popat the Founder of FUTR Group and Mad World Summit. Rupa has made it her mission to unite innovative startups’ technology and thinking to the brands that need them. The FUTR events pull in around 30K visitors a year as well as growing into a knowledge and inspiration sharing platform. Rupa has created a global community coming together to answer the question “innovation is a must, but where do you begin?” Rupa is a do-er and makes things happen. She’s not one to sit around and build powerpoint decks. She insists innovation thrives on failure and this is why big brands struggle with it. Her view is that larger brands and retailers innovation ambitions are stifled with legacy systems and need a whole new way of looking at innovation. Rupa gives us insight into how she uses mediation to keep her grounded when the stresses of running two massive global events in our “24/7 industry”. Rupa’s Shiny New Object is The Handwriting

Recently The Drum released their Future 50 which is a list of 50 rising stars under 30 in the industry. So I invited some of the brightest onto the Shiny New Object podcast to ask them what their view of the future of marketing was. The first of these interviews is with Helen Saul who is Brand Manager Europe for Lastminute.com Helen’s Shiny New Object is Instagram’s Checkout feature which allows consumers to discover products in their feed and pay for them within Instagram without leaving the app. We debate this double-edged sword for brands. User experience design dictates that the fewer clicks there are the better. However, if a transaction takes place outside of a brand’s website then there’s no chance of an upsell, the user data isn’t collected and Instagram controls the experience and not the brand. Helen tells us that Lastminute.com are likely to experiment with Instagram Checkout for their Dynamic Packages but for some products you’ll need to input your passport info which isn’t supported by Instagram

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“Convincing a brand that they are not going to be the centre of attention is a hard thing” this quote comes from Spike Jones the SVP of Strategic Services at Khoros this week on the #ShinyNewObject podcast. Spike is passionate that brands “walk a mile in their customer's shoes” and has some insightful stories to tell that span a varied and impressive career. He’s passionate about how brands should start a movement instead of starting campaigns, because “campaigns have a beginning and an end” and movements carry on. We discuss the practicalities of “working smarter, not longer.” One of Spike’s principles is to not take everything that hits your inbox at face value and that building his own brand has been a great investment. You can see more of this at AskSpike.com and you can read his book here. Khoros (our lovely sponsor) was recently born after the coming together of Spredfast and Lithium. It is a software company that has over fifteen years of leadership in marketing, care, and communities. Spike’s recomme

“The internet is a representation of humanity and advertising funds the internet...so what are we (brands) then funding?” This quote comes from my conversation with Jerry Daykin EMEA Media Director for GSK and Jake Dubbins MD/Co-Founder of Media Bounty and Co-Chair of the Conscious Advertising Network. The podcast discusses the arrival of ‘Conscious Advertising.’ In short, it matters where brands spend their money. There are repercussions for us all, not just for your end of quarter results. Brands need to realise that the money they spend on advertising is an “investment in the internet” - and what kind of internet do they want it to be? Unfortunately for some the days of pumping up media agency spreadsheets with eye-wobbling performance scores with no thought to where those impressions came from are over. Brands can often be inadvertently funding terrorism, child trafficking/porn or far-right politics, not to mention serving ads that can barely be viewed or not even seen at all. The good news is that there

“Women having kids is a problem in the industry” - this quote comes from Maria Cadbury founder of We Are Spring this week on the Shiny New Object podcast. By her own admission, her “biggest work f*ck up” has been to have three children. Her employers have not been “as reasonable as they needed to be.” Each time she had a child she’s had to “fight to get the train back on the rails.” Maria’s story of grit and determination in the face of unsupportive bosses is important listening for employers and employees alike. Maria’s Shiny New Object is Influencer Marketing. It was a relief not to hear the word ‘authentic’ mentioned once and to get an inside view of how she marries technology and influencers. She tells us how she uses tech to asses the right fit of an influencer (and their followers) for a brand. And the code doesn’t stop there. Maria’s team use a fraud calculator to report on the likely amount of bot activity in the engagement a post receives. With 94% of CMOs saying influencer fraud is an issue - it’s g

Jon Mew CEO IAB UK ‘We jump five steps ahead when it comes to tech - instead of using the basics’ this quote comes from Jon Mew CEO at IAB UK this week on the Shiny New Object Podcast. Jon is a progressive and brave leader who isn’t afraid to experiment with new ways of leading his organisation. He makes the interesting point that businesses talk about collaboration, freedom and choice yet we tell employees where to sit, which computer and even which pen to use. This says to people ‘you are stupid’. He shares his views on investing in training, coaching and counselling, believing that the most effective leaders have a focus on this. It’s reassuring that the IAB is doing this. After all it has a responsibility to lead the industry and if it’s own leaders aren’t on top form - what hope do we have? When people join the IAB he insists that they ‘don’t go native’ - he hires people because of their different views - not because he wants them to adopt the IAB’s. However, he concedes that “getting the culture right i