Written By , 22 days ago

We grilled our Senior Brand & Digital Strategy Designer, Nicola, about the challenges and inspiration behind the rebrand….

BW_TimeOut

The challenge with this project was… defining a relatively new sector to a traditional financial investment demographic. Continue Reading …

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Written By , 29 days ago

Talking about the balance between Art and Science in marketing is a bit like the perennial nature vs. nurture argument. The discussion rumbles on – It’s all about ideas. No! It’s about evidence… but there is no single, simple proof which can settle the thing. It’s chicken and egg.

At the moment, the power is shifting towards science. Every year, technology provides access to more data and processing power, bringing analytical, accounting skills into greater prominence. The title ‘Data Scientist’ is in vogue.

Data analysis should be ‘scientific’, but labelling its practitioners as scientists is something like over-claim.

We have been working for the past year with Harwell, the UK’s largest Big Science campus, where significant academic research into nano-technology, space exploration, particle physics, genetics and many other areas is happening every day.

This is proper science. Not (warning, impending prejudice alert) hipster coders with fixies and fair-isle sweaters cutting and pasting html somewhere near Old Street.

The serious academic science research at Harwell matters. It matters for the economy and more broadly for society. According to the World Bank’s latest figures (for 2013) the UK has the 18th highest rate of GDP (1.72%) invested in research and development, but the 3rd largest economic contribution from IP (receipts from charges for the use of intellectual property), of nearly $13 billion behind the USA and Japan.

That’s wealth, but health is also a big part of the Harwell and UK scientific research story. At Harwell, phenotyping research at MRC is taking us towards a detailed understanding of our individual disease susceptibility, a potentially revolutionary development in healthcare.

British science is a compelling story and a vital economic contributor, so why does Harwell need Corke Wallis’s help? Because Harwell is not as famous as it should be. There’s a job to be done branding science.

This lack of fame is a problem, because academic science needs to work more closely with industry and private capital. Government cannot afford to fund science unaided – at least not in Europe or the USA.

So industrial tenants must be attracted to Harwell to bring a new, more modern balance to the site, where academic research, entrepreneurial science-based start-ups and industrial R&D can thrive synergistically. This mix will be attractive to both Venture and Government capital.

Our new identity for Harwell is a step towards this transformation.

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Reference:

1. Economic Times, “Data scientist among the sexiest jobs of the century

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Written By , 42 days ago

I’ve been keenly watching out for the hot new gadgets that are emerging from CES.

One that jumped out at me in an alarming way was Welcome, by NetAtmo.

I’m a parent and this makes me ill. NetAtmo is a camera that recognises your loved ones and sends you messages via the web to your smartphone. Stuff like ’Polly and Molly are home’. It also recognises strangers and sends you messages like ’stranger in the house’ which could be a delivery guy or a sex pervert. Which of course you won’t know until you desperately call home. From the middle of a meeting. Or while you are on a train with intermittent service. This would drive me mad.

Please please don’t let this be the future. Where we see all the danger, everywhere, all the time. I’m off to buy a drone.

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Written By , 52 days ago

Most of you will have run across William Gibson’s famous saying “The future is already here – it’s just not evenly distributed”. It came to mind again reading the reports from this year’s CES.

This time last year I wrote a post titled 2014, the wearable year?. Reading the buzz from CES 2015, It seems that this coming year might just be the wearable year too. Continue Reading …

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Written By , 203 days ago

This article is based on a talk given to the Future Media team at the BBC in May 2014.

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In April this year, Charlotte Higgins wrote two essays for the Guardian about the past and future role of the BBC. Early in the first piece, she identified Google and Amazon as the BBC’s true competition.

I’ve spent years observing, spending money with and thinking about these new giants of the digital world. Continue Reading …

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Written By , 364 days ago

Michael Wallis was asked to create a poster for Earth Hour, the world’s largest mass participation event yet. Earth Hour is an annual Switch Off that focuses the world’s attention on our planet. Each poster focuses on a particular carbon-reducing action – walk more, eat less red meat, reduce consumption and so on. Michael chose ‘Unplug’ with a Terminator-inspired solution.

Each poster will be distributed to 50m people daily throughout the WWF and Do The Green Thing online community. Other participating designers and artists include:

David Shrigley
Neville Brody
Patrick Cox
Sir Paul Smith
Sir Quentin Blake

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Written By , 416 days ago

Reading the coverage from CES in Las Vegas last week, there seems to be broad agreement that Wearables will be the stand-out tech trend in 2014.

But what genuinely breakthrough products and technology were showcased at CES, and which, if any, might be expected to gain widespread consumer adoption? Continue Reading …

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Written By , 489 days ago

CW investments #2 – Wearables

Could getting away from screens be a trend?

There’s a dizzying variety of wearables projects on Kickstarter at the moment. Given that the Kickstarter-funded projects are outside the funding of big corporations and venture capital, it’s safe to say we’re all going to be bombarded by clever and useful wearable products over coming years.

Here’s our pick of what we found live (or recently closed) on Kickstarter. Continue Reading …

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Written By , 511 days ago

As part of our mission to help our corporate clients find the right enabling technology to drive brand and product advantage, we recently decided to ‘invest’ in 2-3 Kickstarter projects a month.  Not in the hope of early retirement, but to bring us closer to the businesses that we select, all of which will have a specific relevance to developing trends that we believe are, or could be, significant.

Continue Reading …

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Written By , 552 days ago

With investment in data reaching impressive scale, there is still not enough of a focus on data-driven creativity and the process needs to be reimagined, argues Corke Wallis’s William Corke.

Data of various kinds have been part of the creative process for marketing for decades. But over the past 10 years, the rising tide of digital data has clearly changed things profoundly for creative agencies and in-house marketing teams alike.

A recent Gartner report predicted CMOs will spend more time and money on IT than CIOs by 2017, as technology and marketing move ever closer. But how can you tell if your agency is keeping up?

Continue Reading …

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