Dear Distinguished Subscribers,

Welcome to the 60th Edition of Stuffed.

After a year of not-so-glamorous pyjama -clad virtual award ceremonies, last night we dusted off our tuxes and donned our finest sequinned attire to attend this year’s Media Week Awards, and what an event it was. After a suspense-filled evening, Goodstuff took home 3 awards, including a bronze for Small Collaboration: Budget under £250k with The Land of Independents. It’s wonderful to see the collaborative nature of the Indie sector being acknowledged – bravo to all involved and a huge thank you to our wonderful clients, media partners, and, of course, our Goodstuffers for all their hard work over such a tumultuous year. What a way to welcome in the weekend!

If you haven’t already done so, you can subscribe to Stuffed here.

Happy reading and stay safe everyone.

From your friends at Goodstuff.


So much of media and advertising industries are related to change – what’s new, what’s different, and what’s ‘never going to be the same again’. Scarcely a month goes by without headlines on the death of something, and the next big thing that’s going to change EVERYTHING. But when it comes to human nature, plenty of things don’t change. BBH Labs have nailed yet another thought provoking piece, looking at some remarkable consistencies in consumer attitudes over the last year – and a few that have changed. Plus ça change.. 

 The venerable Peter Field (of Binet & Field) sparked something of a stir in the world of planning Twitter this week, with a piece of research defending the oft-maligned argument for ‘brand purpose’. As part of Effweek 2021, Field examined a range of purpose case studies in the IPA databank, concluding that strong purpose campaigns can be very effective – and perhaps the flak that purpose strategies receive may be unfair. However it was swiftly pointed out that isolating strong campaigns of any sort will show you the same result – and overall, the IPA’s data showed that purpose campaigns performed worse – the opposite of the headline conclusion. 

In honor of Black History Month, try to find ten minutes to read this fascinating, but the largely forgotten story from the second world war. It’s an engrossing story and reveals some insightful differences in how different cultures perceive and react to racial and social differences.   


TFL chart a new map for Black History Month

In honour of Black History month, TfL has transformed their iconic Tube Map by replacing station names with the names of famous black Britons throughout history. The map aims to educate and engage the public with the names and achievements by black Britons who are so often forgotten or unknown. 

The UK’s worst ad gets Bango’s best results

Behavioral targeting company Bango believes that search targeting is ineffective. To raise awareness of the problem, they’ve launched ‘The Worst Ad Campaign’. Using Britain’s least viewed 48 sheets, Bango claim that the billboard will still get more views than your average PPC advert.  

Vienna bares all in OnlyFans campaign

Looking for artistic nudes? Then head straight to The Vienna Tourist Boards OnlyFans account… no seriously. The page displays famous and revealing portraits found in museums throughout Vienna. Subscribing to the account doesn’t only show you ‘everything’, it also gives you free entry to museums and galleries around Vienna. 

The Irish independent want you to listen up!

To launch their new daily podcast, the Irish Independent Newspaper has created the first-ever ‘Auditorial’. Readers can listen to the advert by scanning the editorial, designed in the form of a Spotify code. The campaign has created an inventive way of bridging the gap between print and audio.  


A peek inside the Netflix thumbnail machine 

Whilst media has historically been a battle for eyeballs, these days it’s increasingly a battle for attention. And no platform knows this more than Netflix, whose research shows that a user averages only 90 seconds looking for something to watch, and 1.8 seconds looking at a show’s thumbnail. That’s why capturing them before they slink off to Prime or iPlayer is absolutely crucial.  

This Twitter thread from Trung Phan brilliantly details the vast machine that Netflix use to ensure that they hook users in that short time span, using bespoke algorithms to analyse which thumbnails to show each user.  

It’s a huge undertaking that analyses tens or sometimes hundreds of thousands of frames of a show based on factors like brightness, skin tone, facial expression, and presence of key characters, and a true insight into how those Netflix addictions are carefully curated and don’t occur by chance. Now, #SquidGame anyone?

Bauer airs Coldplay concert across 13 European radio brands 

Bauer has broadcast an exclusive Coldplay concert on 13 of its radio brands around Europe from London’s Shepherd’s Bush Empire. Stations in eight countries took the feed including Absolute Radio and Hits Radio in the UK, plus Today FM in Ireland, with a total potential audience of 40 million. Other stations taking the show included Radio Expres (Slovakia), RMF FM (Poland), Radio Nova (Finland), Radio Norge (Norway), Mix Megapol (Sweden), and NOVA (Denmark). During the gig, Fleur East and Hits radio presenter joined Coldplay to perform the track ‘Human Heart’. 

Paul Keenan, President of Bauer Media Audio commented: “By combining our unrivaled scale with the unique reach and entertainment provided by radio to the music industry to connect artists with their fans, we’ve created a fantastic, shared experience for millions to enjoy across Europe.” 

Thanks for tuning in to the 60th edition of Stuffed, we’ll see you next week.