Dear Distinguished Subscribers,

Welcome to the 6th Edition of Stuffed. It’s been a strange week, with changing government guidance and working from home coming back into play full time, but we’re all in this together, and thank heavens for the return of soggy bottoms and even bakes with The Great British Bake Off! If you’ve not yet subscribed, head over here.

In this week’s Stuffed, we look at how an online giant are moving into the world of luxury. We also applaud a simple, yet fitting tribute to the passing of Ruth Bader Ginsburg for The New Yorker. Last but not least, we look at how OOH audiences are proving resilient to local measures.

Happy reading folks!

From your friends at Goodstuff.



Following on from Diversity’s performance on BGT over the weekend, ITV have taken out an ad in every major newspaper in support of the group, and in support of BLM. It comes after OFCOM reported that there were 24,500 complaints after the dance performance. The ad reads ‘we are changed by what we see. Just as we are changed when we are seen’. It’s powerful and directly confronts those that would complain. It speaks to the importance of discussing issues surrounding BLM, particularly on mass appeal shows like BGT.

Amazon are a brand that haven’t covered themselves in glory this week as it emerged that ‘Black lives don’t matter’ hats were being sold on the site. It is a bad news story for them in the week that saw them announce the launch of an invite only luxury marketplace. Amazon’s strength has been connecting people with needed items with minimum fuss, it remains to be seen whether their infamously successful suggested item algorithm will translate to the world of luxury clothing.

TikTok has the luxury of being deeply sought after at the moment. It’s the social media app that has changed the way brands behave with their audiences and has even caused tension in US-China political relations. This week it was announced that Trump has given his blessing for a US company to become the majority share of the US component of TikTok, the ball is now in China’s court in this latest phase of diplomacy ping pong.


Netflix erect statues of no limitations

To launch the fictitious series about Sherlock Holmes’ smarter younger sister, Enola, Netflix have erected statues of real-life accomplished sisters of memorialised males – in proximity to their brothers. It’s similarity to Stylist’s brilliant (and Goodstuff Media Showcase winning) statues of Visible Women idea makes us huge fans.

BMB very much on the Ball

Hats off to the agency for this campaign for the paint brand that takes itself too seriously (Farrow & Ball’s Elephant’s Breath or Savage Ground anyone?) which definitely doesn’t take itself too seriously. The campaign comedically dramatizes the people you don’t have to become, with their new, washable paints.

A fitting RIP for RBG

The passing of Ruth Bader Ginsberg has, obviously, been honoured by political cartoonists and cover artists – none more strikingly and hauntingly than the front cover of The New Yorker. The Washington Post select some here, but artist, Bob Staake’s image, is powerful, iconic, and clever – like the lady herself.

The All Blacks have got your back
The Kiwi bank, ASB, leveraged their All Blacks sponsorship to tackle (sorry) a broader ambition of re-starting the New Zealand economy post lockdown. A great act of brand generosity meant cutting through sports sponsorship red tape to get All Blacks squad members in ads for no fewer than 100 SMEs.


Out-of-Home audiences prove resilient to local measures

Out-of-Home audiences have so far proven resilient to local measures to curb Covid-19 infections according to data in the Bolton area. Despite having some of the most targeted social distancing measures, the local population have retained high levels of driving and walking in order to go about their lives as safely as possible. Using mobility data from JCDecaux and Clear Channel, the following chart shows Out-of-Home to be relatively stable between Aug-Sept.

Latest PAMCo report demonstrates continued thirst for trusted journalism

The latest report from PAMCo (Audience Measurement for Publishers) brings positive news to the sector. A majority of the news brands have enjoyed double-digit increases in total brand reach year-on-year. Print circulations may have been challenged over the last few months, but digital traffic has soared. An extra 3.7m people are now reading national news brands online every day compared with last year, bringing the total to 22m. Across the total news sector, daily brand reach is now at 38million and monthly reach at 49m. With trusted journalism being more in demand than ever, it’s hardly surprising that news brands consumption remains high.

Radio 1 Dance sparks urgent review

Radiocentre and the APPG (All-Party Parliamentary Group on Commercial Radio) demand an urgent review following news of Radio 1 Dance launching on BBC Sounds. The service does not offer a differential music experience to that of what is already available on commercial radio. Andy Carter MP said: “It’s imperative for the future of the BBC that it provides high quality, distinctive content.” Commercial radio has worked hard to build its credibility in appealing to those tougher to reach younger audiences and has done so without the support of the license fee. BBC Sounds are now directly competing in occupied space.

That’s all for the 6th edition of Stuffed, thanks for tuning in and we’ll see you next week for edition 7.