Dear Distinguished Subscribers,

Welcome to the 31st Edition of Stuffed. As this week saw the arrival of the slight easing of restrictions and some unexpected sun, we hope those of you lucky enough to enjoy a garden have been relocating your work stations from your bedroom desks to your patio sun loungers. This Easter weekend, we’d like to thank all you wonderful Stuffed readers for your support since we launched 31 editions ago! You really are Goodeggs.

In this week’s Stuffed, we find out how ISBA pushes ahead with testing their new platform, Origin. We applaud a global music behemoth that has created playlists to help children with speech and sound impediments, and we look at the rise of the ‘Anti-Influencer’. If you haven’t already done so, you can subscribe to Stuffed here.

Happy reading and stay safe everyone.

From your friends at Goodstuff.

STUFFED WITH CULTURE

Despite receiving a frosty reception from TV broadcasters, ISBA have announced that they will be pushing ahead this summer with testing their new independent cross-platform measurement project, named Origin. As well as being backed by some of the UK’s biggest advertisers including PepsiCo and Unilever, many will be surprised to learn that all digital platforms, including Google and Facebook, have also agreed to take part. Given the current lack of transparency within these walled gardens, if successful the platform looks set to revolutionize by ensuring agnostic measurement. Although a potential game-changer for the industry, John Naughton’s article makes for an interesting read, as he explores how greater accountability could lead to the demise of online ads.

Last week saw Julian Douglas give his inaugural speech as IPA President, unveiling his intention to accelerate change ten-fold within the industry, society and tech. Whilst the past year has been tough for us all, we can certainly get behind Julian’s bold, yet future-facing agenda, that we hope helps fuel adland’s growth for years to come.

With 33% of consumers said to select brands based on their position on social issues and environmental footprint, sustainability has become a key focus for comms in recent years, although to varying degrees of success and authenticity. However, to help those committed to driving genuine and tangible positive change, Sky has launched the ‘Zero Footprint Fund’. With a £1m campaign up for grabs, find out more about the initiative and how to get involved here.

STUFFED WITH CREATIVITY

A scrappy idea from IKEA

As part of the brand’s on-going sustainability campaign, IKEA launched the ‘Scraps Book’ this week, a cookbook dedicated to conjuring culinary delights from left-over food, to reduce food waste. Bottom-Of-The-Bag Chip and Cheese fritters anyone?

KFC “gives you wings”

More food for thought, this time from KFC, continuing the recent trend of inter-brand banter and dropping their ‘finger licking good’ tagline during COVID, KFC have borrowed the taglines of other brands in this recent stunt for social media.

Warner Music helps children to say it when they play it

The global music behemoth has created playlists to help children with speech and sound impediments. The ‘Saylists’ are a range of playlists of popular tunes which double up as speech and language therapy, curated according to the specific speech sounds that children have the most difficulty with.

The Lung Ambition Alliance (Cruyff) turns attention to smoking 

The Spanish health organisation recently resurrected a retro ad starring football legend Johan Cruyff, who sadly died of lung cancer in 2016. Using clever production techniques, the ad pairs father with his ex-football player son Jordi to encourage smokers to kick their habit.

STUFFED WITH COMMS

ITV continues to stamp its authority in the UK Market
ITV’s presence in the FTSE 250 speaks for itself, it’s the largest UK sales house. But what does this mean? ITV has strong pull-power and quote the saying: “have more money to play with”. They can continue to invest in their best performing programming such as Love Island (there’s no accounting for taste), but surely there’s more…

There is. As tech start-ups look for broadcast opportunities to scale up, opportunities arise, one of which ITV has pounced on. ‘ITV AdVentures Invest’ offers TV advertising to leading, high-growth, digital-first companies in the UK in return for equity. Their first investment has now concluded into What3words Ltd.

What3words divides the entire world into 3-metre squares, all with unique three-word identifier codes, and is already being used by the likes of Mercedes-Benz, Ford, Hermes & Addison Lee. In essence, ITV are investing their inventory for a stake in companies. This inventive trading mechanism gives tech start-ups an entry into the TV market and an opportunity to demonstrate confidence in the pulling power of TV, whilst ITV embraces this area of the market and takes on the shared risk for the benefit of all.

Rise of the “Anti-Influencer”
Whether they’re insisting that we’re all in this together from their Kensington townhouse, honing their pottery skills from a mega yacht, or posting ‘throwbacks’ from their pre-covid getaway to the Amalfi coast, I’m sure we’re all familiar with the perfectly curated newsfeed of the Instagram influencer.

But how well does this picture of a perfectly manicured life resonate with the average follower? If influencers are starting to lose touch with their followers, who do Advertisers turn to when they want to harness the proven power of social media influence? Enter the “Anti-Influencer”.

From @munyachawawa’s partnership with Adidas or @ameliadimz playful McDonald’s plug, the influencer of 2021 is becoming less familiar as brands embrace breaking the 4th wall. Internationally, this trend is picking up with Australia’s ridiculous @theinspireunemployed teaming up with Versace, Gucci, the Iconic, and RM Williams to name a few. This trend has led to some refreshing execution compared to what we’ve come to expect from influencer marketing, so let’s hope it’s here to stay.

Thanks for tuning in to the 31st edition of Stuffed, we’ll see you next week.