Creating a creative climate

Recently, our clever and eloquent Managing Director Agnes Willenborg published an editorial in Het Financieel Dagblad, the Netherlands' highly respected financial newspaper.

Ms. Willenborg secured a rather well-poistioned spot in the September 23rd Op Ed section of the paper, where she offered up her opinion regarding what in her eyes are well-intended subsidies from the Dutch government that miss the mark when it comes to stimulating the creative economy.

Our MD asserts that the country's creative sector has the potential to be a powerful driving force in the economy, but in order to realise this, the government needs to clear the way to allow agencies to employ the highly sought-after international creatives needed to give the sector international weight.

Below you will find a translated version of her piece.

Go, Agnes, go!



Dutch Government frustrating creative industry
By Agnes Willenborg

September 23rd, 2006

The Netherlands should be a country that is eager to welcome international creative talent. For it is precisely this international background that convinces a multinational to award a global account to a Dutch agency. Indeed, the creative sector is a growing economic force deserving the full support of the government. Just refer to any of the several reports by renowned experts such as American economist Richard Florida which underscore the powerful influence that the creative sector has on economic growth. No wonder Amsterdam has begun profiling itself as ‘The Creative Capital’ or why the Department of Economic Development has opened up various subsidies to the creative endeavours.

But simply offering a financial incentive will not feed this economy. The most pressing aspect deterring the Netherlands and Amsterdam from achieving a fully functioning and auspicious creative climate is rigid legislation that hinders this highly sought-after international talent from gaining employment here in the first place.

Firstly, government bureaucracy is actually eroding the very foundation that should be feeding the creative sector. Take a recent incident from this past summer, when the internationally renowned Miami Ad School attempted to open their Amsterdam branch - an attempt frustrated by a barricade of rigid and drawn-out requirements placed by the city itself. It took a series of lengthy discussions before the city council finally granted permission to roll out the red carpet and let the school open its doors.

Secondly, communications agencies working for international clients – and often taking leading roles in international campaigns – must be able to employ those creatives capable of thinking across geographical boundaries. These interactive campaigns more often require global implementation and thus demand a cross-market knowledge and expertise to best fulfil the clients’ ambitions.

But I am constantly hearing stories from our international employees about the drawn-out bureaucratic process that sends them from office to office and back again just for a required stamp, a new form or yet another evaluation. This is particularly true when it comes to the IND (office of immigration and naturalisation) – a government office that one usually associates with refugees. One of the first Dutch expressions our foreign employees have learned is the all-too-common ‘…van het kastje naar de muur’. In other words, ‘‘Being sent around in circles’.

The third issue at hand is the housing shortage. The international Junior Art Director who is able to choose between, e.g., Berlin or Amsterdam must have an overwhelming preference for Amsterdam – and the will to submit themselves to a harrowing experience of just finding a place to live. We have all too often had to say goodbye to some extremely valued employees, against their wishes and against our best interest, because of this problem.

In order to give the creative industry the structural support it requires, it is crucial for the government to make their regulations more flexible and simplify policies, provide clearer information, make offices more accessible, accelerate the entire process, and refocus the attitude of government agencies towards providing service and assistance. These changes are essential not only for sustaining this sector, but for supporting Dutch entrepreneurs in the whole and, above all, the country’s economy.

 

Hot with HP

Forget the diet - now that HP digital cameras come with a slimming function, you can look amazing on (digital) film without skipping dessert.

Keywords: HP,photography

 

"Digital" vs "Interactive"

"That is the thing with digital - it is merely a channel, waiting to be absorbed [...] being digital, if that is your strongest claim, will rapidly turn to disadvantage."

So says Craig Smith - Editor, no less, of Marketing magazine - in his leader article , from the 13th September issue.

If that seems to be an odd thing to say, that's because it is. As I briefly asserted in a previous Martin Sorrel-bashing post, describing "Digital" as "merely a channel" betrays a fundamental lack of understanding of the medium. It seems that Smith, Sorrel and their ilk see "Digital" as "websites" - you know, those places that teenagers go to buy violent games and do online chats and, er... stuff - let's put adverts on there too! They are looking at a new world through tired, jaded old eyes.

Digital is not merely a channel. Neither is it waiting to be absorbed. Quite the opposite, I would say - and more. Digital has the potential to add a new dimension to traditional marketing channels. In that sense, you could say that Digital will absorb the other channels, rather than being absorbed into Sorrel's "media repertoire".

Actually, I think the label "Digital" is a big part of the problem. It's a misnomer which puts the massive potential of interactive communications into way too small a box, describing only the format of the communication, rather than the big idea.

In that sense, I agree that "being digital, if that is your strongest claim, will rapidly turn to disadvantage." - because you will be completely missing the point.

"Being interactive" on the other hand... that way lies excitement, surprise and a great deal of awesomeness. But I think it will take a while yet for the suit and tie brigade to cotton on.

 

Banking on your mobile phone

What it says in the title: performing financial transactions using your mobile phone.

Still with me? I'm not even sure I am.

Dutch highstreet bank, Rabobank, is wondering aloud why - why? - they only have 17000 registered users for their mobile banking service (no mention of how many of them are actually active users, by the way). This in comparison to the 2.5 million clients who use their internet banking service.

I haven't tried mobile banking myself, but I can imagine why Joe Public (Jaap Publiek?) greets this thrusting innovation with relative indifference.

Apart from the small screen, which would require some seriously nifty design to nicely display e.g. a statement, there's a more important uncertainty about security. This is an as-yet-underdeveloped angle of mobile phones: most people know about firewalls, viruses etc. when it comes to their computer, but apart from the odd Bluetooth hacking scare, there isn't much awareness about mobile security. It just doesn't seem to be on anyone's radar, and to the man in the street, that means "I don't know whether this is secure or not, and since this is to do with my bank account, I'll err on the side of caution."

On top of those practical details, I simply don't see the need for the service. If I'm at home, I'll do my banking online. If I'm out, I can check my balance or get cash from the hole in the wall. Whether at home or out, I might call up the helpdesk. But using my mobile to make transactions... I'm just not interested. Why should I be? Rabobank's service offers balance and statement checks, plus transfers between your own accounts, and accounts you have previously transferred money to. Nothing so urgent that I can't leave it until I'm safely ensconced at home. I'm left wondering what sort of person really needs to use this service.

Incidentally, Mr Rabo - it's pretty tricky to find the relevant info about mobile banking on the Rabobank website.

We can do you a mobile campaign if you like

Keywords: Rabobank,mobile,banking

 

Dear Pringles Brand Manager

Dear Pringles Brand Manager,

I think you're missing a trick. I've got a great idea for a campaign that I'm convinced will double your sales.

Your current schtick is all about fun, sharing and deliciousness. You've even - incredibly - just launched a "gourmet" range, which are, apparently, "Surprisingly sophisticated". Who are you trying to kid?

Here's how real people relate to your product. Pringles are disturbing. They taste funny. They turn into an unsettling paste in your mouth. But still... something compels you to stuff as many in your mouth in one go as you possibly can. And when you've finally sated your snack lust, you feel... dirty.

There's something in your "once you pop you can't stop" tagline... but the glamourous spin you put on that is nonsense. Time for a 180.

I think you should do a campaign which tells a more authentic story about how people really feel about your product. The internet is the ideal place to kick this off, by the way.

All yours for a quarter of a million euros. Let me know if you're interested!

 

ZUI - Zoomable user interface

Here at Media Catalyst we're studying and working on the future interface of watchting television. Very interesting because the landscape of watching television is changing.

More and more content from various sources: broadcasted, user generated. The shift from time-based television to recommended and on demand based television based on your own preferences and profiles. Therefore relevancy because more and more important. From a business perspective several business models needs to be incorporated.



But hey, take a look at our friends of Open Tv (54 million users are connected to their digital set top box). They're introducing the 3 dimensional ZUI. A real breakthrough in experiencing television. Really cool.

 

"I am your servant. I am your robot"

It's robot time! Again! Like some cyber/genetic experiment gone haywire, the 2006 Robodock Festival is a crazy mash of technology and art (read: theatre, music, robots, multimedia and interactive installations). It promises to be an overwhelming experience. This year's theme is "Alchemy", so er... take some lead with you and get rich.

Looks like a cross between Mad Max and Robocop, except hopefully without the bodycount. Ooh look, Alec Empire - the Digital Hardcore Recordings/ Atari Teenage Riot - is playing too!

Up your alley? They want volunteers.

 

Mezzotint

My friend Chris Herbert has just released his debut album, Mezzotint, on Kranky.

A review in Boomkat praises its "spacious reverberating passages [and] rich sound palette", concluding, "the closer you look at the music, the more it reveals itself, the tiniest of sounds making the most affecting of revelations".

The beautiful, sympathetic packaging/ artwork pictured above was done by Media Catalyst alumnus Dom Murphy, now running Tak! in Birmingham.

Taste a little of the magic yourself - go hence to Chris' MySpace and streeeeaaaaammmmmmmmmm.

Keywords: Chris,Herbert,Mezzotint,Kranky,Tak!

 

Hot library smut!

Click the pic for more pix and words.

Via The nonist.

 

Another Night of the Unexpected

The Amsterdam music scene generally leaves quite a lot to be desired, but one event that reliably delights, entertains and confuses in equal measure is the annual Night of the Unexpected.

This year (2006) it's on Thursday 7 September at the Paradiso, arranged as usual by Gaudeamus and Steim. They describe it as a one-night festival, exploring the diversity and dynamics that characterise contemporary music practice. Which is to say that it covers composed music, improvised music, electronic dance music, and performances in which music is combined with visual work.

The fun part is the way each performance follows the last without a pause, and in a different part of the venue. It makes being in the audience a damn sight more stimulating than yer usual gig.

So, who's actually playing? Well, I'm glad you asked: Lee Ranaldo! DJ Olive! Ulrich Krieger. Phill Niblock & Thomas Ankersmit will be creating dense electronic and acoustic sound pieces. Monica Germino will delight you with her adapted acoustic violin. The Kassiopeia Quintet will sing Madrigals of Gesualdo, and you can get down to some accordion compositions by Sofia Gubaidulina, performed by Merima Kljuco. There are also two compositions for sound and light by Marko Ciciliani, and Paul Sharits will show his hypnotic, stroboscopic films - an experience that has been described as "overwhelming".

All that for EUR 17.50 Can't wait.

 

Don't muck with the music

I can't stand it when an advert cuts a really terrific song to bits. Like this new one for Nike air, which buggers up Johnny Cash's great cover of Nine Inch Nails' "Hurt".

I recommend you ignore the Nike mangling and go watch the song's full video instead.