Right Brain, Left Brain Blog

15 March 2018

Mindshare sweeps up at Festival of Media APAC Awards 2018

Mindshare has been awarded ‘Agency Network of the Year’ at the Festival Media APAC Awards 2018, as well as its Mindshare China office taking the ‘Agency of the Year’ title.

Campaign of the Year was awarded to PHD for its ‘DB Export Beer Bottle Sand’ campaign in New Zealand, which picked up three Gold Awards, one Silver and a Special Award for ‘Best Media Campaign of Oceania’.

Winners were announced on the evening of March 15 during an awards ceremony at Novotel Singapore Clarke Quay.

Check out the full list of winners below and click through to view the full case studies on Cream.

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13 March 2018

Tried and Trusted: Restoring faith in media

Carla fariaConsumer trust in media is falling by the week, to the point where some of us feel a bit like polar bears, looking frantically on as the arctic ice cap melts away. Ideally, we need the media equivalent of the Paris climate accord to reverse the current situation; but I’d settle for protecting trust in the more contained world of commercial content, which feels somehow more achievable.

But is it? Are there failsafe ways of ensuring that commercial content is always worthy of trust?

A good place to start is to explore what makes humans trust other humans. After all, until robots decide that homo sapiens are useful for nothing but reality TV pratfalls, quality content will continue to be conceived and created by people.

Let’s start by looking at the qualities that engender trust, four of which deserve particular focus:

Affinity: understanding that the person across from us is actually a bit like us. Whether it’s the way we dress, utter devotion to the same footie team or a mutual appreciation of manga comics, affinity instantly creates trust.

Ability: if someone has greater expertise in a field than we do and they can demonstrate it, we will give ourselves up to their higher knowledge and experience.

Integrity: proof that someone does what they say they’re going to do, over and over again. They’re true to their word. They show up. Who wouldn’t trust someone who consistently demonstrates integrity?

Benevolence: perhaps the most compelling of the four qualities. When someone urges us to do something not just because they will benefit but because they care about the outcome for us, we trust them.

So, if these qualities are the cornerstones of trust in everyday life, the same should be true of trust in commercial content. How do we adapt these qualities for our world?

Continue reading "Tried and Trusted: Restoring faith in media" »

09 March 2018

Ad of the Week: Barbie ‘Did you Know?’ (US)


In honour of International Women’s Day (March 8), Mattel’s Barbie has introduced its “Shero” collection of dolls based on inspirational real-life figures including Amelia Earhart (the first female aviator to fly across the Atlantic), Frida Kahlo (renowned Mexican artist and activist), Nicola Adams (boxing champion), Bindi Irwin (conservationist), Misty Copeland (principal ballerina) and Ibtihaj Mohammed (fencing champion), to name just a few.

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06 March 2018

Why the marketing gender pay gap could soon become a skills gap

As someone just entering the marketing industry, it’s clear to me that a lot of the recent heated debate over the continuing significant gender pay gap has missed a valuable point: not paying men and women in the same roles equally is not just unfair, it’s bad for business.  

The fact that the issue exists in the 21st century is rightly attracting lots of publicity and causing plenty of outrage, because it’s explicitly unjust – why should you get more money just for being a bloke? It simply doesn’t reflect the real world. Women are taking on the same responsibilities as men so should be on the same salaries. However, outside of the ethical arguments, if the inequality persists it will hurt marketing.  

In our sector, like many others, the short-term cost of closing the gender pay gap as quickly as possible actually makes good commercial sense and it will pay dividends going forward. Whether you’re an agency or business, you want to attract the best possible marketing talent. This starts with graduates like me.  

Continue reading "Why the marketing gender pay gap could soon become a skills gap " »

02 March 2018

Print Ad of the Week: Reliance General Insurance ‘Holi’ (India)


Ahead of the annual Holi Festival in India, Reliance General Insurance rolled out a campaign that hopes to raise awareness of a stark truth, in an effort to create a safer festival for women.

Created by Ogilvy & Mather, the ‘#HoliNotHooliganism’ campaign puts the spotlight on an often ignored reality that men take the opportunity to harass, grope and molest women under the guise of colour.

The campaign centres around three print ads that show two images side by side – the first a colourful image of Holi alongside another highlighting the reality which often hides beneath the colour once stripped away.

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27 February 2018

Online Ad Trends 2018 [interactive infographic]

Voice search

Did you know that 20% of search enquiries through Google's mobile app and Android devices are made with voice? 

The growth of digital and new technologies has seen some fundamental changes in consumer behaviour and for advertisers, this means it's important to keep abreast of these trends. 

We came across an interactive infographic from the folks at Adzooma which was just too good not to share -- check it out below:

Continue reading "Online Ad Trends 2018 [interactive infographic]" »

23 February 2018

DOOH Ad of the Week: Hiscox ‘CyberLive’ (UK)


Specialist insurer Hiscox has turned digital billboards into hacker “honeypots” as part of its new ‘CyberLive’ ad campaign, to raise awareness of the threat of cybercrime to small businesses.

For the campaign, Hiscox set up three honeypot servers, typically used by small businesses, which feeds data into live digital posters. Each time a cyber attack takes place, the poster reacts by triggering a pulsing red light, which gradually builds as further attacks occur and resets every 24 hours. The more attacks there are to the servers, the more the poster headline visually reacts.

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20 February 2018

Six social media trends for 2018 [infographic]

Social media trends

Social media is an ever evolving and surprising industry, with changing consumer preferences, new features being introduced and brand opportunities being presented.

In such a fast-paced landscape, it's often tricky to predict what the year ahead will bring in terms of social media marketing, but there are a few things that, according to the folks at Sprout Social, marketers should keep an eye on.

Check out the six social media trends for 2018 infographic below:

Continue reading "Six social media trends for 2018 [infographic]" »

About this blog

  • Right Brain, Left Brain sums up the dichotomy of a media business that’s constantly battling with the challenge of delivering a profit and discovering new ways to communicate to consumers. The Cream editorial team combined with a dream team of industry pioneers from around the world share their expert opinions.

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