Dear Distinguished Subscribers,

Welcome to the 51st Edition of Stuffed.

We’re rounding the week off on a high, relishing in our 7 shortlists at this year’s Media Week Awards – hooray! We’re chuffed, to say the least. Congratulations to all those involved and best of luck to all those shortlisted, may the best campaigns win 👀 To find out more about this year’s shortlisted campaigns click here.

Now onto this week’s Stuffed. In this edition, one magazine group went on a £300m spending spree, Dettol go the distance to halt Covid-19 and we dare to ask the question…do personal biases affect media planning?

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

As the Tokyo Olympics came to a close earlier this month and we look ahead to the Paralympics, it’s clear to see the role of social networks as key facilitators for athletes and national teams to communicate and engage with fans in unprecedented ways. An evolution that seems apt during games like no other, TikTok has to lead the way, transforming the profile of athletes like Australian diver Sam Fricker, one of the break-out stars who has since gained a whopping 1.1m followers. Team GB has also reaped the benefits and, whilst undoubtedly boosted by Tom Daley’s passion for knitting, digital strategy lead Ed Jones provides an insight into how they created the online community here.  

In an attempt to prove their privacy credentials and lure millions of users back from platforms like Telegram, WhatsApp has announced the launch of their new ‘View Once’ feature. Positioned as a secure way for users to share private images and videos which disappear as soon as they have been opened, it hopes to give users more control but has also sparked concern amongst child protection advocates, proving the difficulties of finding the balance between protecting the privacy and ensuring safety for all online.  

 This week saw the UK’s biggest magazine group Future, purchase Dennis Publishing for £300m, acquiring popular and prestigious titles such as The Week. A deal that will help consolidate their positioning in the US and confirms long suspected reports of their intention to pursue scale and subscriptions, we look forward to seeing what the publisher does next!  

STUFFED WITH CREATIVITY

Warner Bros (deep) fakes it for the latest release

To promote the release of Reminiscence, the film studio created an interactive digital experience that uses deep fake technology to place your face in the trailer. Starring alongside Hugh Jackman, you’ll enter the world of the film through Bannister & Associate’s memory investigation agency.  

Shelter partners with VICE to reveal some home truths

The homelessness and housing charity launched an online documentary to highlight the origins and extent of the housing emergency. ‘Not My Shame,’ explores personal stories and how art and activism has given a voice to a historically unheard group, as part of Shelter’s ‘Fight For Home’ Campaign.  

H&M to launch platform encouraging us to Rewear it 

The Swedish fashion giant will launch their very own second-hand clothing platform ‘Rewear,’ at the start of the fashion calendar in September. The platform will allow customers to buy and sell used clothing in Canada, with H&M receiving 15% sales commission or offering 20% value-added gift cards as payment.  

Dettol goes the distance to help halt the spread of Covid-19 in Pakistan

Following a rise in case numbers, Dettol collaborated with local agencies to redesign the prayer mat to help Muslim’s social distance whilst praying in mosques. The brand launched the campaign to coincide with the public holiday Eid-ul-Adha in July, a day when many Muslims attend mosques.  

STUFFED WITH COMMS

Do personal biases affect media planning?

The article by James Wilde focuses primarily on the boycott of GB News by certain brands, however, it draws into question a wider topic of personal biases and how they affect media planning. One of the most widely acknowledged biases is the London-centric approach of the vast majority of media planners, however political preference is potentially a more alienating and less recognised bias. 

The majority of brands tend to steer clear of political conversations, as they can alienate a large percentage of a potential audience, and in the same way, avoid controversial topics. However, when taking this into account, it’s crucial to remember the wider UK public – for example, as a nation we democratically voted for Brexit in 2016. It’s important that marketing and media planning professionals call into question their own biases and look to address the full breadth of their brand’s audience. 

Thanks for tuning in to the 51st edition of Stuffed, we’ll see you next week.