Dear Distinguished Subscribers,

Welcome to the 22nd edition of Stuffed. Yesterday’s news of our shortlist for this year’s Campaign UK Media Agency of the Year has certainly ended our week on a high. To top things off, we’re also in the running for Independent Agency of the Year, and our planning maestro, Paul Gayfer, will contest for Media Planner of the Year. We’re thrilled to be in the running for these awards, especially during a challenging year for all, and we’d like to wish our fellow contenders the best of luck!

In this week’s Stuffed, we look at the news of Google and Australia going head to head in a publishing row, how a Spotify playlist can help with your quest for pasta-making mastery, and finally, we look at insights into the growing power of podcasts from a Mediatel whitepaper. If you haven’t already done so, you can subscribe to Stuffed here.

Happy reading and stay safe everyone.

From your friends at Goodstuff.


Google have been duking it out with the authorities again, this time going head to head with the Australian government over their plans to make Google and Facebook pay news publishers when they link to their content. The tech giant’s Australian MD, Mel Silva, initially threatened to remove their search services from Australia – but previous, similar situations suggest there may be a middle ground to be found. Failing that, it wouldn’t be a huge surprise if Google decided to pass on any eventual levies to advertisers, much in the same way they did for the UK’s recently introduced Digital Services Tax.

Recent weeks have seen Donald Trump cancelled by his country, his colleagues, and now various social media outlets. Leading the way on the latter has been Twitter, who have announced their next step in combating fake news with a new service called Birdwatch – a solution designed to make it easier for users to flag and correct misinformation on the platform. It is a community-based approach though, where any user can apply to be part of the test as long as they can verify their phone number and email address. What could possibly go wrong?

Alongside Netflix’s 200m subscriber milestone last week, also came the announcement that monthly subscription costs are sneaking up in the UK – with the service now costing more annually than the BBC licence fee. Many customers may argue the juice is currently worth the squeeze, although with the end of the pandemic in sight and the proliferation of “must-watch” SVOD content spread across so many big hitters like HBO, Amazon, Disney and Apple, it isn’t far-fetched to imagine consumers becoming more selective over their subscriptions in the coming year.


Playlists to pasta time away

We love pasta. We love music. So, we especially like these Publicis Italy originated Barilla playlists on Spotify. 8 updatable playlists incorporate Italian artists from the nation’s favourite genres and are precisely timed to achieve pasta perfection. Plus, they allow us to penne fusilli puns…

A Scottish bumpy landing for Trump?

Continual mischief makers, Brewdog, egged on by Uncommon, are lobbying to get Glasgow Prestwick Airport renamed as Joe Biden International in time for the former President’s wound-licking golfing holiday next week. Silly? Yes. Juvenile? Very. Pointless? Certainly. Do we love it? Yes. Yes, we do.

Balenciaga’s catwalk to dystopia

The high-end fashion brand has created a video game to showcase their Autumn ’21 clothing line. A warning though: The walk-through of their collection in various futuristic (and slightly post-apocalyptic) settings is likely to cause feelings of production budget inadequacy as much as clothing envy.

Alpaca try mindfulness for knife crime drill

Youth charity Snow-Camp turned to the much-maligned music genre of drill to help combat, instead of glamourise knife crime. Working with artist Nitro NB and a mindfulness counsellor the drill track’s lyrics and surrounding campaign encourages listeners to stop, breathe and think to control emotions.


Mediatel reveals the growing power of podcasts

This week saw the release of the Mediatel White Paper, ‘The who, what, when, where, why & how of podcast listening’. A particularly powerful takeout from the publication is that in 2020 18% of us were listening to a podcast each week. This figure had doubled from the previous year and was up from just 1% in 2015, despite podcasts having been around since 2004. With working from home continuing to be the norm in the UK, we expect this figure to continue to increase over the coming months. However, this is not at the detriment to live radio, but on top of current listening behaviours, meaning on average we are listening to nearly 2 hours of additional audio per day. 61% of all adults either definitely or tended to agree that podcasts offered them something different to the content they get from radio.

Another interesting insight is that while iPlayer/BBC Sounds is the most popular podcast service overall, in 2020, both before and during lock-down Spotify leapfrogged Apple and increased by 11 and 12 percentage points respectively in 2019. With Spotify’s ongoing significant investment into its Podcast platform and its tech, could Spotify eventually be the lead podcast service?


Thanks for tuning in to the 22nd edition of Stuffed, we’ll see you next week.