Ben EsseninFor the forwardAutonomous Branding — designing your brand for AIThe idea of ‘brand personality’ as a way to make faceless corporations easier to connect with was first coined in 1961. But for the next 50…Aug 18, 2017Aug 18, 2017
Ben EsseninFor the forwardLoser generated content?“TV Advertising used to work like this: you sat on your sofa while creatives were paid to throw a bucket of shit in your face. Today you’re…Feb 24, 2017Feb 24, 2017
Ben EsseninFor the forwardHow thinking like a technology company transformed the Domino’s experienceGlobal advertising strategy magazine Admap asked me to write a piece on how iris has helped Domino’s pizza in the UK to embrace…Jan 6, 2017Jan 6, 2017
Ben EsseninFor the forwardLessons from Effectiveness WeekThe inaugural IPA Effectiveness Week took place this week, including the two day Effectiveness Genesis Conference.Nov 7, 2016Nov 7, 2016
Ben EssenCan an in-house content division boss a network of natives?Unilever announced this week that they will be launching their own in-house content division, U-Studio. The company has previously…Oct 5, 2016Oct 5, 2016
Ben EssenSXSW 2016 — No innovation without human connectionWhen Apollo 8 astronaut William Anders returned from the moon in 1968 he observed that ‘we came all this way to the moon and the most…Mar 31, 2016Mar 31, 2016
Ben EssenFacebook Reactions vs Real Emotions: “It’s complicated”It all started with John Lewis. Ever since the brand proved that making the nation cry was an effective strategy for making them buy…Mar 31, 2016Mar 31, 2016