Do you need to add Beme to your social media strategy?

No. You do not need to add Beme to your social media strategy.

TfL campaign

Most read: TfL issues tender for creative and media review

Campaign's Gurjit Degun reports that Transport for London's statutory reviews will also include work for the Greater London Authority and its services such as the London Fire Brigade, the Met Police and the London Legacy Development Corporation. Agencies should be appointed by early 2016.

There will be two creative reviews, one for TfL and one for the GLA. Agencies are invited to pitch for either or both. The media planning and buying review will incorporate all GLA bodies including TfL.

It is the first time TfL has reviewed its media and creative businesses simultaneously. The process is being run by the AAR. Chris Macleod, TfL marketing director said: "We are looking for some degree of synergy or integration for the TfL contracts, and for people to be imaginative on how to respond to the brief."

MEC is the incumbent media agency on the TfL account, and M&C Saatchi works on its creative business.


Rugby World Cup: Five tips for sponsoring a major sporting event (in case you were considering it)

Marketing's Shona Ghosh has bagged an exclusive interview with MasterCard’s CMO, Raja Rajamannar, ahead of the brand's sponsorship of the Rugby World Cup, which sports data consultancy IMR reckons cost the brand about £6.25 million.

Here are Rajamannar's five tips for sponsoring a major sporting event.

  1. Know what the brand needs
  2. Pick the right sport
  3. Make the match better
  4. Decide your end goals
  5. Look to the future

Want some flesh on those bones? Read the article Rugby World Cup: MasterCard's five lessons in sponsoring a major sporting event.


What the others are saying: About Beme

Should you add another page to your social media strategy document?

Beme, the social network, only uses four-second, uneditable videos shot from a person's chest, and then automatically posts it. Once somebody's viewed it once, it's gone for good.

Beme's founder is Casey Neistat, a YouTube star, and hopes the app will allow people to share their authentic self.

Brands like authenticity, right? But before you add the aforementioned page, let's hear what folks are saying about it.

Wired points out that Beme's problem is that authenticity is boring, unless you're someone like Neistat. They also highlight that holding a phone to your chest could be more difficult if you have breasts.

VentureBeat is just harsh – "a disappointingly bad UI", "the idea is fascinating, but it’s just silly in practice", "leaving Beme a victim of its own conception: 'viewed once, then gone forever'." – but probably fair.

Fast Company's Sarah Kessler takes issue with the very notion of an authentic self: "the result is not a 'real me,' just another version—and one that's so far much less fun to follow."

Business Insider seems intrigued, but wonders "whether it will make a lasting impression in such a crowded space."

The Next Web's Owen Williams is a fan though: "It's dead easy to use", it's "actually quite rewarding and fun", and the ability to send instant reaction selfies "is a hopelessly addictive way to react."

We suggest filing Beme (next to Ello) under wait and see, and then forgetting about it.

Are we alone? advert in the FT

New demographics: Aliens

Okay, so your social media strategy is safe, but if Stephen Hawking and Yuri Milner have anything to do with it you'll be updating your segmentation ASAP.

The scientist and the Russian tech investor have taken out an ad in the Financial Times to promote their $100 million (£64.2 million) quest to find out whether there is any other life in the universe.

You can read the full text of the ad over on the Breakthrough Initiative website.

The Deep Focus team

Opinion: Deep Focus' chief strategy officer on why the 'digital label' is tricky

It's tough being digital, and it's tough getting it right. Iain Matthews, chief strategy officer of Deep Focus London, takes a deep dive into what digital agencies need to do to thrive, and he worries about agencies being able to integrate digital expertise:

While many are furiously hiring digital talent, sticking those people within a traditional agency structure and processes won’t solve the problem. At worst it creates bolt-on digital teams who are involved in the fringes of the strategic and creative process.

Read Matthews' complete opinion piece.


Compiled by Jonathan Shannon

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