Strategic Outcomes | Ged Carroll

July 2024 newsletter introduction

Welcome to my July 2024 newsletter, this newsletter which marks my 12th issue. I hope the wettest part of the summer is behind me. This time last year, I didn’t set out to get to 12 issues. I thought I would try three and see where I got to. You’d think I would have had it nailed down by now, but it’s still evolving, finding its voice in an organic process. Getting to this point felt significant, I think it’s down to the weight of the number 12.

12 as a number is loaded with symbolism. The Chinese had a 12 year cycle that they called the ‘earthly branches’ and were matched up with an animal of the Chinese zodiac.

Odin had 12 sons, the Hittites had 12 gods of the underworld. Mount Olympus was home to 12 gods who had vanquished the 12 titans. Lictors who were civil servants assisting magistrates with duties carried a bundle of 12 rods to signify imperial power. The Greeks gave us 12 member juries and both western and Islamic zodiacs have 12 signs.

New reader?

If this is the first newsletter, welcome! You can find my regular writings here and more about me here .?

Things I've written.

• Warped media constructs - what marketers and their advisers think about media channels versus what works and what should be measured.
• I contributed to the Rambull newsletter with a selection of my favourite places in London.
• Inspired by a presentation by Pip Bingemann I explored the idea of the end of culture , and, how technology might affect the cultural landscape.
• A bit about the Zynternet phenomenon and interesting things from around the web.
• A bit about BMW's The Ultimate Driving Machine and other things that caught my interest.

Books that I have read.

• Dark Wire - Joseph Cox was one of the journalists whose work I followed on Vice News. He specialises in information security related journalism and turns out the kind of features that would have been a cover story on Wired magazine back in the day. With the implosion of Vice Media, he now writes for his own publication: 404 Media. Dark Wire follows the story of four encrypted messaging platforms, with the main focus being on Anon. Anon is a digital cuckoo's egg. An encrypted messaging service designed for criminals, ran as an arms length front company for the FBI. Cox tells the complex story in a taunt in-depth account that brings it all to life. But the story isn't all happy endings and it does question the threats posed to services like Signal Technology Foundation and WhatsApp if law enforcement see criminals moving there.
• Dogfight - Silicon Valley based journalist Fred Vogelstein was writing for publications like Wired and Fortune at the time Apple launched the iPhone and Google launched Android. He had a front-row seat to the rivalry between the two brands. The book is undemanding to read but doesn't give insight in the way that other works like Insanely Great , Where Wizards Stay Up Late and Accidental Empires did. Part of this might be down to the highly orchestrated public relations campaigns happening at the time. (Vogelstein wrote about his experiences with Microsoft's PR machine for Wired back in 2007). Instead Vogelstein documents developments that I had largely forgotten about like music labels launching albums as multimedia apps on the new iPhone ecosystem. It's a workman-like if uninspiring document .
• This Time No Mistakes by Will Hutton seemed to be a must-read document in the face of an imminent Labour party victory in the general election. Hutton’s The State We’re In was the defining work of wonkish thinking around policy as Labour came into power under Tony Blair in 1997. Three decades later and Labour is poised to rule again during a time of more social issues and lower economic performance. The people are poor and the economy has been barely growing for over a decade. The State We’re In was a positive roadmap of introducing long-term investment culture into British business and upgrading vocational education. This Time No Mistakesis an angrier manifesto of wider change from media and healthcare to government involvement in business. Both books outlined a multi-term roadmap for politicians. In the end, Labour didn’t deliver on The State We’re In‘s vision; this time they are even less likely to do so.
• I went back and revisited Media Virus by Douglas Rushkoff. Once a touchstone of public intellectuals and media wonks, it’s rather different than I remember it from the first reading I had of it at the start of my agency career. More of my thoughts on subjects covered in the book from authoritarian regimes to patient-centric medicine here .

Not a book, but really enjoying Yaling Jiang's newsletter Following the Yuan that looks at a mix of consumer marketing stories in China with a balanced and analytical approach. Social listening platform YouScan have an interesting insights newsletter, where you can subscribe to here .

Things I have been inspired by.

Lean web design.

I have been keen on lean web design, especially has web page sizes have ballooned over the past decade with little benefit in functionality. However Wholegrain Digital have taken this idea in a new direction by looking at a websites typical carbon footprint. Mine came out better than 97 percent of websites they'd tested so far.

Crushing conformity with creativity

Samira Brophy of 益普索 and Tati Lindenberg of 联合利华 were at Cannes Lions International Festival of Creativity and talked through some of the 'dirt is good' campaigns and how Unilever switched plot lines in an inventive manner to make better campaigns that fit in with Unilever's socially forward orientation. With LinkedIn as my TiVo ; I got to watch it on the playback. Well worth putting in the time to do the same.

The Future Health Index.

Philips the former consumer electronics pioneer have surveyed healthcare leaders around the world to see what their concerns are and where they may be looking to invest in the future. It’s an interesting read. When I have worked on health clients in the past, we’ve usually focused on what the relevant prescribing healthcare professional thoughts and any patient insights we could glean.

There was a big focus on automation (AI was a particular focus for respondents in countries with distinct healthcare challenges. However the respondents caveated the move to automation with this bit of wisdom:

Automation can help relieve staff shortages, if used right

Given the old heuristic of about 70 percent of IT projects not meeting the goals set for them, one can understand why there is a degrees of healthy skepticism in leaders and the staff who work with them.

Remote monitoring was one of the most popular areas for healthcare leaders wanting to use clinical decision support software (powered by AI). Curiously, preventative care ranked much lower.

Finally, there was some good news for pharmaceutical companies, negotiating lower prices for drugs was pretty low down on the list for the way leaders thought that they could make financial savings. Though this was tempered in a greater interest in ‘value-based billing’.

State of the (online) union.

From the late 1990s onwards, Mary Meeker 's snapshot of the technology sector was a must read presentation. Meeker came to mainstream fame leading the Netscape IPO while at Morgan Stanley. Early the same year she published The Internet Report - which launched a thousand agency slide decks and was a reference for the investment community during the dot com boom.

The themes of Meeker's reports over the years followed the development of online:

• E-commerce
• Mobile internet
• Online advertising and search
• Rise of Chinese internet companies

Meeker left investment banking to join VC Kleiner Perkins and eight years later set up her own venture capital firm. During COVID-19 Meeker's internet report wasn't published for the first time since 1995.

Now it's returned, you can find the latest issue here . In the meantime, while Meeker took an AI-focused approach to her latest report LUMA Partners have looked at the advertising technology ecosystem in more detail. You can find their comprehensive report here . An honorary mention to Benedict Evans ' annual presentation as well that is even more theme based in style.

Marvel x NHS blood donation

Disney's partnership with NHS opens up access to a wider potential donor base.

Things I have watched.?

I don't watch BBC iPlayer all that much, but occasionally I do find some 'gold'. Dark Hearts (or C?urs noirs literally Black Hearts) is a French series about a team looking for terrorist weapons, terrorist schemes and French ISIS members in Iraq circa 2016. It's got the kind of gritty tense feel of SEAL Team or Zero Dark Thirty .

Chronos is a short film very much in the vein of Koyaanisqatsi. In Chronos the director tries to journey through thousands of years in history through the medium of timelapse photography. It’s a beautiful piece of film, but looks very ‘everyday’ now due to the time-lapse functions provided in our smartphones and generative AI services. Film-maker Ron Fricke had to build his own cameras to shoot the footage.

Hong Kong cinema is in a bit of a weird place at the moment. Its most bankable stars are in their 50s and early 60s - though they are holding off aging well. Cantonese culture in general is being squeezed out by mainland media, as well as the rise of Korean and Thai cinema. The current national security laws mean that previous bestsellers like Infernal Affairs or Election can no longer be made in the territory and even a retrospective showing of them could be in a legal grey area. The Goldfinger gets around this by going back to Hong Kong's go-go era of the 1970s and 1980s and draws on the story of the Carrian Group which went belly up in the midst of a corruption and fraud scandal saw a bank auditor killed and buried in a banana tree grove. Lawyer John Wimbush was found dead in his home swimming pool. A nylon rope around his neck tethered to a concrete manhole cover at the bottom of the pool. So The Goldfinger has a rich vein of material to mine. The Goldfinger starts off during the Hong Kong police mutiny against the ICAC. it follows the rise of Tony Leung as Henry Ching Yat-yin (presumably to avoid legal trouble with George Tan founder of the Carrian Group, who only died during COVID). Ching then has a cat-and-mouse chase with Andy Lau's Lau Kai-yuen, an inspector of the ICAC. I enjoyed The Goldfinger immensely, CGI and green screen was used to fill in for old Hong Kong which is substantially changed over the decades since. The 'gweilo' in the film were over-acted which was distracting, but the Hong Kong talent was top drawer. The more fantastical aspects of it reminded me a bit of Paul Schrader's Mishima biopic.

The Great Silence is one of the greats of the spaghetti western genre. It was shot in a ski resort in the Dolomites and in a studio of fake snow. That alone would have made it highly unusual. The film was directed by Sergio Corbucci who was more famous for Django. Eureka's Masters of Cinema have done a fantastic job of putting together a great print and commentary from experts including Alex Cox. It's probably the best role that Klaus Kinski played in his considerable film career. Even though it's a western, the underlying politics of the film make it surprisingly contemporary. That's as much as I can say without giving the plot away.

Useful tools.

Better Reddit search

Google search has become much more limited in its capability for a number of reasons. Giga uses Reddit posts as its source material for search results. It can be useful in research, beyond trying to trawl Reddit using Google advanced search.

Mood board research

Historically, I have been a big fan of Flickr's image search because of its 'interestingness' feature. Same Energy is a tool that matches the vibe of an image that you submit with other images.

Manifestos

A great collection of manifestos and tools to help manifesto writing for brand planners.

The sales pitch.

I finished an interesting Hong Kong-based project with Craft Associates and am now taking bookings for strategic engagements or open to discussions on permanent roles. Contact me here .

More on what I have done here .

The End.

Ok this is the end of my July 2024 newsletter, I hope to see you all back here again in a month. Be excellent to each other and onward into the dog days of summer!

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Let me know if you have any recommendations to be featured in forthcoming issues.?