Brand purpose, and how to survive at #MWC15

Monday: Characterised at BR Towers by crisp spring sunshine, conversations about Brazilian carnival and lots of tech chat. Here are the five things you really need to know.

Superbrands

Most read: Superbrands top 20 features six new entrants

For the second year running British Airways has taken the top spot in Superbrands’ ranking of the top 20 UK consumer brands, reports Marketing. The six new entrants gracing the 2015 list are Heinz, Cadbury, Amazon, Sony, Shell and Marks & Spencer.

Interestingly, there is no sniff of the cool, hip and young crowd whose members include Twitter, Vine, Airbnb and Uber. The youngest brand in the list is 17-year-old Google.

Those surveyed clearly prefer the trusty Philip Schofields of the branding world over the Cara Delevingnes.


Mick Mahoney

Most shared: Mick Mahoney to leave RKCR/Y&R

Campaign broke the news this morning that Mick Mahoney, executive creative director at Rainey Kelly Campbell Roalfe/Y&R, is leaving the agency.

Mahoney is looking for other opportunities within and outside the WPP network, which owns RKCR/Y&R, as well as the possibility of setting up a start-up. "At some point in everyone’s career, it’s worth stopping and rebooting, and, fortunately, I have the luxury of being able to do that," he said.

No doubt he’ll be looking for somewhere that isn’t such an utter nightmare to pronounce.


Brand purpose

On social: "If you don’t have a cause, get one"

This tweet caught my eye during today’s daily morning Twitter inhalation. Salesforce’s Jeremy Waite tweeted a cartoon by Gaping Void founder Hugh MacLeod featuring a note to brands from Arianna Huffington (both of whom, incidentally, I admire greatly). It read: "If you don’t have a cause, get one."

Brand purpose

For me, this message sums up the 2015 zeitgeist for brands: if you don’t have a purpose, you might as well give up and go home.


#MWC15

What the others are saying: On Mobile World Congress survival

Today marks the first day of Mobile World Congress ’15 – when central Barcelona becomes temporarily overrun by a 90,000-strong swarm of fully charged up tech aficionados.

No fear - Campaign’s foolproof survival guide advises how to cut through the information overload and hold your own during the inevitable conversations about connected life and personal mesh.

Meanwhile, the Guardian features its top five highlights, including Innovation City and 4YFN – an exhibition showing the best mobile start-ups and entrepreneurs with investors, accelerators, incubators and corporations from the mobile ecosystem.


HTC's Grip

BR recommends: The Verge’s review of Grip

HTC’s first foray into the world of wearables was expected to be an Android smartwatch; instead it’s a GPS tracker fitness band, reports The Verge. Released onto the market later this spring, Grip is HTC’s first product designed in partnership with Under Armour.

The Verge’s Vlad Savov says Grip is most useful when connected to a smartphone, but isn’t convinced about the fit or the design interface. "It's just too refined an input, plus you'll basically be unable to do anything with it when you're out jogging in the rain," he says. Read and watch the review in full here.

Got something you’d like us to share in 18:05? Email me on rachel.bull@haymarket.com with the details.

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