Dear Distinguished Subscribers,

Welcome to Edition 7 of Stuffed. October has arrived in a flash, blink and it’ll be Christmas! But until the Xmas stuffing is here, we still have plenty in store from Stuffed. National Inclusion Week has kept us busy here at Goodstuff, with our Inclusion Team producing a host of resources to get us thinking and learning, you can take a look here.

On the topic of Inclusion, this week’s Stuffed starts by applauding an Australian Indie’s initiative to combat ageism in the industry. We also take a look at how a snack brand’s latest campaign brings kids imaginations to life, from billboards to video games. Finally, we look at ‘attention’, a new metric increasingly in the spotlight in the digital world. If you’ve not yet subscribed, head over here.

Happy reading folks!

From your friends at Goodstuff.



After years of debate around the decline of linear viewing, Samsung’s latest report revealing that streaming has surpassed linear on their Smart TVs, will come as no surprise to many. Although skewing towards early adopters and not reflecting the UK at large, with a surge in VOD consumption during lockdown, it makes one wonder how long before this trend becomes more widespread. That being said, last Tuesday’s launch of the Great British Bake-Off proved old habits die hard, drawing in 8m viewers – C4’s highest figures of the year. Though Bake Off’s signature brand of wholesome optimism is likely to have appealed given the current climate, time will tell whether audiences continue to be drawn back to other pre-covid favourites, or if the new socially-distanced formats quickly become too much to bear.

With just 5% of global ad agency employees over 50, we love Australian Indie Thinkerbell’s Thrive@55 initiative to combat ageism in the industry. In line with Inclusion Week, the move shows their commitment to better represent this often-under-valued group, and we hope this inspires others to follow suit.

YouTube and over-censorship are two words that haven’t been commonly seen in the same sentence in recent years, however following the arguably over-zealous application of policy and incorrect takedowns, this week the platform announced the reversal of their controversial decision to give AI full autonomy to vet harmful content. Spurred by a wave of appeals and criticism, the move shows that trust has been put back firmly into human hands, highlighting the important role humans have, and will continue to have, in this type of nuanced decision making.


BMW blows smoke without fire

Petrolheads get all a-quiver about the launch of a new ‘M’ car and years of speculation precede the reveal. BMW literally blew away the social media rumours and hearsay in individualised video responses – all forming a dramatic launch spot.

Trolling the art of long copy

Audiobook and podcast app Audible had a none-too-subtle dig at the long read with these blindingly boring billboards. Dramatising a ‘problem’ and immediately presenting the solution in a simple paper and paste execution. Our Roy will be proud.

IKEA ads send you to sleep

Not a patch on our Eve sleep ad breaks, but another brilliantly simple bit of outdoor is this great work for IKEA. Posters posing as ads for various sleep deprivation treatments are actually artfully shot, life-size bedding products.

Goldfish feed the imagination

A nice, wholesome campaign from (Campbell’s owned) kids’ snack brand Goldfish. Seeing the snacks being played with before being devoured, prompted this campaign to get kids’ stories and ideas turned into billboards and digital books. UGC with added Ahhh!


Journey towards ‘Attention’ to shake up how we measure in digital
The digital marketplace has been gravitating towards new ways to help understand and quantify ‘quality’ media metrics, that can better represent the impact of digital advertising. The Attention Council (TAC) has been a key driver of this, focussing on the quality of media through the “lens of attention”. This represents a monumental shift away from more traditional measures within digital. Key agencies, brands and research partners are starting to pick up the baton and help lead the charge to evaluate the effectiveness of such a measure, to potentially introduce a new currency that can be traded upon.

Spotify UK to launch first combined music and news playlist
Spotify UK has announced that it is launching its first playlist featuring both music and news. Spotify’s ‘Your Daily Drive’ provides curated playlists that combine updates from reputable news sources including The Times, TalkSport, The Economist, and Evening Standard. A big reason why listeners tune into Radio is for the news updates. With this new feature, Spotify are starting to offer services similar to that of radio. Spotify have also been researching new listening habits during the coronavirus pandemic. 76% say they have found new ways of incorporating more music and podcasts into their daily routine such as listening more from home and during daily activities like exercising and cooking.

Online consumption increases amongst over 65s
Over the past six months, the majority of the UK’s over-65s have increased their online presence. With this traditionally offline demographic responsible for £320bn of household spending, this represents a significant opportunity for e-commerce. Based on a poll of 2,006 people run by Savanta, commissioned by agency Beyond, 57% have used digital to make calls to loved ones, 43% shopped online and 10% have taken part in online learning. This comes in stark contrast to just a year previously, when an Ofcom report highlighted that 33% of 65-74s and 48% of those aged 75+ had never ventured online.


Thanks for sticking around to read edition 7 of Stuffed, see you next week!