Dear Distinguished Subscribers,

Happy Friday and welcome to the 5th edition of Stuffed. It’s been a great week here at Goodstuff, as on Wednesday, we opened up the doors to Goodstuff HQ for the first time in over 6 months, and had the pleasure of seeing some of our lovely Goodstuffers. Whether you’re in your office or in your loungewear at home, we hope that you’ve had a great week too and enjoy this week’s Stuffed. As always, if you’re not yet subscribed, then head over here.

This week, we start by looking at an insightful piece of research by Kantar, exploring how marketers perceive profitability. We then take our hats off to a developer who created a clever way to communicate with colleagues on Zoom whilst on mute. Lastly, we’ll look at how publishers have adapted well to reach their audiences after lockdown and the upward trend of the Freemium market…

Happy reading folks!

From your friends at Goodstuff.


The debate about the BBC’s objectivity (or lack thereof, as the dissenting voices have argued), continued to rumble on following Tim Davie’s first speech as Director General of the organisation. It was a headline grabbing speech in which he appeared to encourage more opinionated employees to head for the exit, sparking ire from staff. Jane Martinson’s piece in The Guardian this week explored how he is in for a tough task – toeing the line of impartiality, while allowing freedom for the BBC’s employees to speak out on the issues we are facing.

Kantar recently published an update on a piece of research you might have seen – ranking the factors which impact advertising profitability (based on their econometric analysis), and comparing it to how a sample of marketers perceive the importance of those factors on profit. As you might expect, there are some significant differences. Does that mean many marketers are hopeless at their jobs? Aiming for the wrong target? Distracted by the wrong factors? No. Not many people get to a position of seniority without knowing what they’re talking about. They focus on what they can control. Alex Steer has put together a thoughtful piece which puts the Kantar analysis into perspective. Well worth a quick read.

Dettol were roundly trounced by the nation’s white-collar workforce last week for their OOH ads celebrating a love of the office. One might argue that it was asking for trouble in a post-COVID time where employees have become used to 9am alarms and meetings in shirts, ties and underpants, but Pam Scobbie has looked to lend an understanding voice in The Drum and encouraged the media collective to be a little kinder to our peers, even if the Twitter-bashing from the public continues.


Avoid illegal streaming? Miller Lite can

DDB Chicago have created this, allegedly, fully functioning coax aerial ‘cantenna’ which allows users to watch live (American) football without resorting to illegal streaming sites. The bizarre, but hilarious film / ad / infomercial / music video speculates what can happen if you make the wrong viewing choice.

A sure sign “You’re on mute!”

We’re all tired of unmuting our Zoom calls to give single word responses or, more commonly, to tell someone they’re talking while muted. This crafty and clever developer has integrated a Snapchat lens into Zoom, operable by hand gestures, so you can make your point – while staying mute.

“Nothing kills creativity faster than a wall”

…said Eric Weiner. He wants to get himself over to the London Mural Festival this month then. As Goodstuff’s slow and tentative return to working life begins next week, it’ll be brightened by some truly jaw-dropping outdoor art at 40 locations across the city.

The campaign that’s not

We like this new campaign by Anomaly for candy brand Reese and their secret society – that doesn’t exist. Or does it? Membership to the Reese Society is gained by posting various initiation tests on your social feeds before being accepted. Or not being accepted. Because, of course, it doesn’t exist.

A gentle, giant nudge to ‘Tap Out’

Not what we want to give the new Asda campaign, but the not-too-subtle role of Gamble Aware’s wrestling hero. Okay, we’re biased as it’s one of our campaigns, but M&C’s body-slamming new creative is knock-out. You’ll see it in and around live sport on TV, Radio, Digital, VoD and Social this season.


Facebook updates brand safety tools

Facebook is to give advertisers greater control of their brand safety. With the introduction of an “exclusionary tool”, advertisers will be able to avoid specific topics such as news, politics, gaming and religious content on video. Furthermore, brands will be able to run against a white list of approved publishers that meet a suitability criteria. Facebook has been working to take more action against extremist content in recent months after years of relative inaction. The introduction of brand safety measures will give advertisers the ability to better protect themselves from appearing against such concerns rather than relying solely on the platform. The new controls have been announced just as Facebook joins the “Trustworthy Accountability Group” (TAG), which will provide independent audits and certification.

Freemium market returning to ‘new’ normal

Six months after lockdown, the freemium market is slowly but surely starting to recover. Metro, which heavily reduced its circulation to 350k back in March, is now distributing 800k copies a day and planning to increase this to 1.2m by the end of the year. Evening Standard has remained constant throughout the period, distributing 500k copies a day. ES magazine, which suspended its print publication shortly after lockdown, has returned to London streets this week, following in the footsteps of Time Out magazine which returned last month. For those missing their weekly fix of Stylist magazine, it will be back next Wednesday.

Despite the freemium market being particularly challenged over the last few months, publishers have adapted well and found new ways of reaching their audiences. Stylist is a great example of this. During lockdown, the brand launched a podcast, an app, hosted several virtual events, struck up a distribution partnership with Ocado and significantly boosted digital numbers; latest figures show monthly uniques have increased 40% year-on-year to 3.2m.

Thank you for reading the 5th edition of Stuffed, we’ll see you next week.