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UPSTREAM

Thoughts on marketing, creativity and innovation.

We Are Up is a strategy & innovation consultancy.

 
So, hope all is good. I appreciate attention is the purest form of generosity, and sadly the last newsletter contained 2 dud links. Sorry. They were about overselling brand love and soft power brands. Just in case you were itching to know. Onwards and upwards.
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Gifs by: @boglio_boglio

"If you live in the short term, you'll die in the long term” 

Peter Field

Show, don’t tell.
 
So, advertising is the least trusted profession in the UK. Which, is dissapointing. Only politics is trusted less. Ironically, an industry that deals with perceptions, continues to have issues with its own. Perhaps demonstrating its value a little more would help. You know, acta non verba and all that. This work in Australia, which aimed to get the public to appreciate the value and economic contribution of the Arts, seems about right "We're not critically acclaimed but we are critical”.

Someone wrote that 90% of being a good cook is just being prepared to add more butter and salt than most people would. And maybe 90% of good advertising is adding more product demonstration than most people normally would. Show, don’t tell and all that. Seems product demonstration is having a renaissance. Here’s a few super examples:

- P&G’s Plenty Christmas ad was an amazing example
- Visit Sweden's edible country, was great.
- Uncommon's new work for @Allbirds, was nice.
- And Unilver’s Ponds “don’t let oily skin get in the way” was brill (shared recently). 

Dave Dye wrote about it well here too. Don’t tell me you’re funny, make me laugh. 

 
Z kids, Collectivism & Creators.
 
Nothing ever changes, does it? Each generation claims the world's changed. But deep down, we know don’t we? Enjoyed this report though, by BBH on Gen Z. Seems like collectivism, identity & equality matter. 47% of Gen Z prefer to describe their sexuality on loose terms and 41% identify themselves in the middle of the masculine to feminine scale. Which is, a bit different, as evidenced by Pharell William's new gender neutral skincare range Humanrace.

Collectivism bleeds into co-creation a little, and the creator economy in general, which is exploding. This piece on "How Adidas Approaches Co-Creation by "Swimming in the Culture” was good. They’re doing everything they can to eliminate the barriers between their brand and its users (ht @zoescamon) and push the boundaries of product design. Ultimately, they see a model that empowers creators outside of the brand, with a potentially exciting network effect. 

Co-created brand content is mainstreaming with Bacardi now on board too and we shared Absolut’s new work last week. Increasingly, it hinges on content, community and commerce and how these things interplay. A useful deck here on the Direct to Community Economy movement ht @simonandrews. Direct relationships matter more now, for sure. Which, is influencing new agency models too. Just look at the IPA’s view of the agency models of the future. They identified 5 agency models, The Titan, The Engineer, The Coalition, The Hybrid and The In House models. The Engineer, which strategically orchestrates, has the most potential, pulling creators into the equation. Big supporters of this model here too.
 
5 things we read this week:
 
  1. Shopify launch wholesale marketplace Handshake. Arming the pirates.
  2. Manifestos by We Transfer was great. Here’s The Fontaines and Alain de Botton.
  3. Media is an art, not an algorithm some nice posters.
  4. Here's a funny clichéd man car ad.
  5. The Gucci Christmas ad was lovely.

Listening: This was well shared but still. Amazingly, Italian singer Adriano Celentano released a song in the 70s with nonsense lyrics (I don't even think it's words) meant to sound like American English. Apparently to prove Italians would like any English song. It's catchy and the video is jaw dropping. Enjoy.
Hey...you've got this far.....good hustle....

Just to say, this newsletter is a labour of love. If you have any feedback, good or bad, it's welcome. Also. if you have a challenge or you're feeling a little stuck, we'd love to help.

hello@weareup.ie 
01 531 0778
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