Ben Essen – Medium

Ben Essen

Ben Essen
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For the forward

Autonomous Branding — designing your brand for AI

The 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, 2017

Aug 18, 2017

Ben Essen
in
For the forward

Loser 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, 2017

Feb 24, 2017

Ben Essen
in
For the forward

How thinking like a technology company transformed the Domino’s experience

Global 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, 2017

Jan 6, 2017

Ben Essen
in
For the forward

Lessons from Effectiveness Week

The inaugural IPA Effectiveness Week took place this week, including the two day Effectiveness Genesis Conference.

Nov 7, 2016

Lessons from Effectiveness Week

Nov 7, 2016

Ben Essen

Can 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, 2016

Oct 5, 2016

Ben Essen

SXSW 2016 — No innovation without human connection

When 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, 2016

SXSW 2016 — No innovation without human connection

Mar 31, 2016

Ben Essen

Facebook 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, 2016

Facebook Reactions vs Real Emotions: “It’s complicated”

Mar 31, 2016

Ben Essen

Ben Essen

Creative strategy head @irisworldwide | idea-peddling, world-watching, chart-mongering | on a mission to turn consumers back into citizens

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