A belated ‘Happy New Year’ to you all. The editorial team suggested it was about time I said a little ‘hi’. It’s not that I don’t love reaching out to you; it’s just that they are much more eloquent than I am, but I’m glad I’ve got the chance. Personally I thought 2012 was a fantastic year. Yes it was tough at times, but from a work perspective it was kind of exciting. One thing I did take from it, is that we need to think more how we can make our businesses grow, which means working harder too… but, I kind of like that.
In the business of advertising, the best work we see is normally created when great talents combine. This sense of cooperation has never before been more relevant. It’s always been there; the obvious example being shooting a commercial, where it makes sense to get everyone from CD to posthouse round a table early in the process. But beyond that, it’s also about companies starting to think about how they can collaborate with other firms to create new business models and revenue streams. The world is becoming smaller with new communication vehicles meaning it is easier to co-collaborate. As such, there are many clients, agencies, production companies and posthouses who want to move into new and exciting areas, but like anything, it’s about picking the right partners to do it with.
This has always been a focus for LBB. Personally I have always seen collaboration and exploration as a really important part of what our business can become. Of course, not all conversations go the right way, but if you are having them, my guess is that some will. The more you have, the better your filter gets.
One of the big changes in our year has been how many people are coming to the site to read news and find talent. We are very proud now to be a site that post, production and agencies use to spread their stories and reach out to end clients and brands. Many people in one place, finding out about the big, exciting world of advertising as and when news breaks… We like that, and our passionate team have worked hard to make sure we have our finger firmly on the pulse.
We’re proud of where we are right now, but we’re certainly not sitting still. Whilst 2012 was a good year, we feel 2013 will be even better. As we speak, we are undertaking a complete rewrite of our current site. Why? Well, because we’ve been listening to you. With every email we receive, every meeting we have, every event we host, we are listening to what you tell us about what LBB can become. And we’re building it. Yet again, it’s all about collaboration. We believe that if we are smart and listen closely enough to what you want and partner with the best in the business, we can create a tool that you will use all day, every day to find out the who, what, where, how and when of advertising. It’s super exciting and I can’t wait to roll out these developments over the next few months.
What’s more, we’re about to open a shiny brand new office to capture all of Asia Pacific and spread the LBB word. This will be in Hong Kong and our editor Gabby Lott is on her way there very shortly. So again another question. Why this region? We want to really become a platform where the East and West can properly meet, share projects and work together. This is very exciting and you will hear about more LBB local offices opening in the near future.
It’s nearly time to dig out the shorts and flip-flops and crack open the Rosé. It may be February, but we’re already looking forward to Cannes Lions 2013. This will be the 4th year of ‘La Plage Courage’, the fab beach we organise to celebrate the Fireflies. It’s become Cannes hottest clubhouse; a great place to meet, greet and do business without running up and down La Croisette like a maniac. We have the beach booked and our first sponsors are already in - and what a lovely bunch they are too: Rushes Post Production, Big Balls, DCM, LIA, Envy Post, Campaign Magazine, Simian, Clear Channel, Wave, Little Fish, Talent Partners, and Adstream. We hope that many of you will come and enjoy the space with us. We want to meet as many of you as we possibly can… So please don’t be shy and brace yourself Adland, we’ve got some great events during the week, including Campaign’s cocktail event and the Rushes
party. Join our Cannes Facebook page now
Thinking about Cannes, it brings me back to that idea of collaboration. I was recently having a cup of coffee with two guys I met out there last year - one a client and the other, an agency owner. They’d got together to discuss a new business idea, had immediately connected and naturally became partners. The client had a product and he needed an agency; he now has one and the agency has a vested interest in a business. Okay, so the idea of an agency owning a stake in a brand or product is nothing terribly new, there are all kinds of agency projects like this popping up, but again, it’s collaboration at its purest and best. Only two weeks ago I went to meet with the crew at BETC Paris (which was fascinating). The BETC Start Up Lab involves them ‘accelerating’ businesses and, from what I can tell, it seems to be working really well. I thought their approach was both sensible and fair.
This is, to me, the most fascinating part of the business right now. As an entrepreneurial spirit I totally get this - and from a collaborative perspective it’s a dream. Working with the best, giving them some ownership and getting to where both want to be quickly. I love this and think that it can work beautifully. I can also see how it could fall flat on its face, especially if the partners are not spot on. But if you have a great idea, it seems that there’s no time to delay any longer. Pick up the phone to that potential partner and crack on. I would love to hear your thoughts on this and hear from any of you about your experiences, past or present.
As this drops into your inbox, it will be Valentine’s and we wanted to send you big love and hope that all your dreams come true for 2013. We at LBB will be listening, collaborating all year and we hope that you will be a part of that process.