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_“I’m your biggest fan, I’ll follow you until you love me, Popar-Poparazzi.” _While we love a bit of Gaga here at Spin HQ, we’re not here to chat about 00s pop. Say hello to Poparazzi: a brand-spanking-new photo-sharing platform that lets your friends be your very own paparazzi and vice versa. (Disclaimer: yes, you need friends to use the app).

Despite kicking it back in beta-mode since its inception in the Dark Ages of the pandemic, the app has reached an estimated value of $1 Billion, so we’d say that this app is set to be more of a pop than a flop.

What is it?

Poparazzi is similar to Instagram, except you can only take pictures (or “pops”) of your mates, your nan, Pete down the pub, or anyone you’re friends with on the app. Once you’ve taken a pop, it’ll appear on their profile.

(Sorry, selfie sleuths – self-paps are strictly prohibited).

Who’s using it?

Like TikTok and Snapchat, Poparazzi is attracting 13-25 year-olds and is set to be the “next big thing” among the Gen-Z crowd.

What features does it have?

Poparazzi seems to have stitched together layouts from competitor platforms, so it has a bit of the deja vu’s about it. For instance, the search tab has an uncanny resemblance to that of Instagram’s Explore page, while the main feed’s compilation of images looks like a TikTok profile. It’s a smart choice because its familiarity makes it accessible AF.

When it comes to creating content, you have a couple of options: you can upload photos from your camera roll or create native in-app GIF videos on Poparazzi. However, if you were hoping to add a filter or two before your pop goes live, you’ll be disappointed. Currently, the app doesn’t allow you to crop, add captions, filters or any edits to the photos taken.

How do you grow your account?

Poparazzi has its own iteration of an ‘Explore’ page and, as with Insta, you need to post engaging content to increase your chances of appearing there. Having lots of friends to follow you also helps.

How many friends do you need on the platform for it to work well?

About 5ish should do the trick, but they need to be friends you see IRL regularly so you have plenty of opps to get “popped”. For that reason, we see it really taking off as lockdown eases.

**Spin’s verdict **

Clubhouse showed much promise when it launched as it was set to be the new and improved Periscope. However, it failed to outshine the likes of Facebook, Instagram and Twitter, which triggered a 68% drop in daily active users.

We don’t see the same fate for Poparazzi, since its core USP is the prohibition of selfie culture, of which platforms like Insta depend on. We even see it replacing private “spam” Instagrams by publicising the photo-to-photo interaction users have on Snapchat.

In addition, by removing the option to add filters or spend 10 years choosing the right Olivia Rodrigo lyric for your caption, Poparazzi users can share more authentic experiences on the platform and, ultimately, take a bit of the pressure off. This aligns with one of the biggest trends we’ve seen since the beginning of the pandemic: a shift from the super-polished feeds of old and towards greater authenticity and raw content.

Perhaps brands will join the platform to generate UGC? Perhaps Instagram will pull a number out of the bag and find a suitable copycat a la Reels? Will Poparazzi launch more features to keep pace?

Watch this space…

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Cannes Lions: Fresh Takes from a Young Jury Member (and What They Mean for Your Brand)

Every year, the Cannes Lions International Festival of Creativity brings together the brightest minds in advertising. This year, I had the incredible opportunity to be part of that energy, reviewing over 50 entries from the UK Young Lions.

As a judge, it was inspiring to see the next generation of creative firepower. But it wasn't just about spotting the "next big thing." The insights gleaned from these entries hold valuable lessons for established agencies and brands alike. Here's what stood out:

The Power of Fresh Perspectives:
Big agencies are known for their frameworks and processes. While these ensure consistency, some entries felt a bit…uninspired.  In contrast, the most exciting ideas often came from the most junior creatives. This is a powerful reminder that fresh perspectives can breathe new life into established brands.

Brand Brilliance:
The talent on the brand side was phenomenal.  It made me wonder: are these brilliant minds being fully utilised in-house?  There's a goldmine of creativity waiting to be tapped into.  Agencies and brands should work together to create an environment where brand voices can truly shine.

The Extra Mile Makes the Difference:
The entries that went the extra mile truly shined. This isn't about bells and whistles, but about a genuine commitment to the idea. Don't be afraid to push the boundaries and invest the time and energy to bring your vision to life. It shows.

Standing Out from the Crowd:
Unique ideas are rare gems. There were a few entries with near-identical concepts.  Breakthrough creativity requires taking risks and challenging the status quo. Don't settle for "good enough."  Strive to be truly remarkable.

Less is More:
Killer presentations are clear and concise.  Ditch the word clutter and focus on crafting a compelling narrative that showcases your idea's potential.

The Dream Team:
The true magic happens when exceptional copywriting meets eye-catching visuals.  Brands that can foster strong collaboration between their creative teams will be the ones that stand out.

The Future is Bright:
Being a Cannes Lions judge was a humbling experience.  The talent pool is overflowing with potential.  It's an exciting time for the advertising industry, and I can't wait to connect with these Young Lions in June with the Spin team.

What does this mean for your brand?
The insights from the Young Lions competition offer valuable takeaways for established brands:

  • Embrace fresh perspectives: Don't be afraid to tap into the creativity of your younger team members or partner with agencies that encourage out-of-the-box thinking.
  • Empower your brand team: Your brand ambassadors have a deep understanding of your audience and a unique voice. Give them the space to contribute meaningfully to your marketing strategy.
  • Invest in your ideas: Don't settle for mediocre. Give your team the resources and support they need to bring their big ideas to life.
  • Seek out unique solutions: Challenge the status quo and don't be afraid to take risks. Stand out from the crowd with truly remarkable campaigns.
  • Foster collaboration: The best creative results come from strong partnerships between copywriters, designers, and brand strategists.

By embracing these lessons, you can unlock the full potential of your brand's creative spirit and achieve Cannes-worthy results, even without entering the competition.

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Spin hires two directors from We Are Social to bolster its leadership team

London (9th January 2024): Spin, the leading social media agency, has appointed two seasoned directors having lured them from current industry leader and competitor,
We Are Social. Lee Murray joins as the new Finance Director, and Alyssa Drysdale steps into the role of Client Services Director.

Lee Murray boasts an impressive tenure of over a decade at We Are Social, where he most recently held the position of Commercial Controller. On the other hand, Alyssa Drysdale brings to the table 8 years of expertise from We Are Social, with her most recent role being Business Director, and a previous stint at Fieldworks as Head of Social Media.

Both Murray and Drysdale cited Spin's remarkable growth, and the strength of its talent, culture, and client roster as their main reasons for making the switch. Their extensive experience is expected to be a significant asset to Spin, further solidifying its position in the industry.

Alex Bodini, CEO of Spin, expressed his excitement about the new appointments, stating, “Bringing Lee and Alyssa into our fold marks a significant milestone for Spin. Their exceptional track record, leadership skills and industry expertise are exactly what we need as we embark on our next phase of growth. This is a testament to the strength of our agency, and it’s a clear signal that the tide is shifting in the industry." 

Lee Murray shared his enthusiasm, saying, “I am thrilled to be joining Spin at such a pivotal time. The agency’s momentum is undeniable, and I am eager to contribute to its continued success.” 

Alyssa Drysdale also commented, “Spin has a unique and forward-thinking approach to social and marketing which I'm incredibly excited to build out further alongside the fantastic team. There’s no such thing as a one-size-fits all in social, and now more than ever, clients need truly reactive and social-first thinking, which is something that already sits at the heart of the agency. I look forward to working closely with our clients to apply this thinking and ensure they reach their full potential through social.”

These strategic hires represent a significant coup for Spin, as it successfully positions itself as a formidable player in the social media marketing arena. Both Murray and Drysdale will play a critical role in the leadership team, steering Spin through its ambitious growth trajectory.

Blog
10 Things I Learnt At LEAD 2024

Spin recently had the pleasure of sponsoring LEAD 2024, an event hosted by the AA, IPA and ISBA. It brought together the worlds of politics and advertising in a dialogue that was both timely and necessary. The event certainly surpassed our expectations, so I thought I’d share the ten key takeaways from the day:

  1. 2024 is a critical year. Over 2 billion people will be voting in elections this year, which has huge ramifications for the future of democracy.
  2. The UK isn’t in the best light at the moment, despite a 0.8% growth forecast, 90% of UK firms feel that the UK is a negative place to invest. Yes - you read that right.
  3. We are, however, the second-largest exporter of services in the world - something which I think often gets overlooked when we look at our key industries.
  4. Immigration, when viewed through a commercial rather than political lens, is a big issue - and many businesses are very worried about the new salary thresholds coming in April.
  5. The UK is one of the most ‘highly intense’ advertising markets in the world - very competitive and arguably over-saturated.
  6. “If you can’t charge a premium, you don’t have a brand” is a good way of summarising why advertising and brand matters, with point 5 in mind.
  7. Advertising, despite some negative impressions, is an essential cog in the free market to keep prices down (when all other prices are going up), allowing us access to news, content, and journalism.
  8. The UK ad market grew by 6% last year - worth noting in a time when it felt like budgets were being cut across the board. 
  9. Gordon Brown, a man who I thought was dour, and to be honest, depressing politician, was probably the best public speaker I have ever seen in my life. Practice makes perfect.
  10. Creative industries are growing at twice the rate of the rest of the economy - so let’s give them more credit.

Reflecting on LEAD 2024, it's clear that this year marks a significant moment for the advertising industry. The discussions underscored the importance of not only driving economic prosperity but doing so in a manner that is trusted, inclusive, and sustainable.

As Spin, we're proud to have been part of such a forward-thinking event. Our commitment has always been to ensure that we contribute positively to the industry's evolution. Here’s to a year of embracing change, driving innovation, and building a future where advertising is a cornerstone of a prosperous, equitable society.

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