Just do it in the Metaverse

I consider Nike’s advertising best in class. There are very few brands capable of capturing the public mood in their advertising as successfully as the Nike brand. Tapping into sub-cultures, market-specific zeitgeist and culturally significant moments with authenticity, has allowed the brand to earn its place in the hearts and minds of generations of consumers….

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Can a luxury fashion brand be sustainable?

Last weekend I watched a documentary film called Fashion Reimagined. It’s been occupying a lot of my headspace this week for being fascinating, informative, and terrifying in equal measures. Fascinating because it gave me a front-row seat into the inner workings of an industry I don’t have first-hand experience. Informative for providing insight into what…

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Hey ChatGPT… tell me what happens next?

If you’re like me, you’re probably fatigued by the ubiquity of ChatGPT coverage. You can’t escape it. It’s splashed across our broadsheets, you’re confronted with it in the trade press, and you can barely swing a cat by its tail without hitting a LinkedIn boast about some content experiment that’s being conducted. It’s exhausting—and yet…

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The anatomy of a website: Entireworld

For the sceptics who think the possibility of a metaverse is a fallacy, here’s something to chew over. On average, we appear to be spending 6 hours and 59 minutes daily consuming online content. If we accept that most individuals are awake for approximately 16 hours a day, this means a whopping 40% of our…

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The Travel Tech startups treading new ground

The flagship event of the annual tourism calendar, World Travel Market (WTM) once again arrived in London this week, and the event statistics are staggering. In its 37th year, the 2016 edition is expected to bring together in excess of 50,000 travel professionals, including industry representatives from over 5,000 exhibitors, covering 182 countries and territories….

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Innovate or die… or just ask your workforce

As physicist William Pollard once said; “Without change there is no innovation, creativity, or incentive for improvement. Those who initiate change will have a better opportunity to manage the change that is inevitable”. One of the most distinct qualities of the tech industry has been the role it plays as an agent of change, acting as the…

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A ‘Human’ Nod to Creativity

In an August, 2014 interview with Lego chief executive Jorgen Vig Knudstrop published in UK broadsheet The Guardian, Knudstrop quoted Billung – a small town in Jutland and headquarters to the famous toymaker – as being “boring”. Yet he goes on to credit those very surroundings as the thing that helped spark Lego’s innovation, and…

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Air New Zealand Gets My Vote in the Safety Video Wars

When it comes to grabbing headlines and remaining topical, the aviation industry never disappoints. Between arguing their case for ongoing fuel surcharges, to the spat between American and Middle Eastern airlines, or the devaluation of popular frequent flyer programs, there’s no chance of a dull moment. As an intrepid traveller, flying is right up there among…

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Going Beyond Business As Usual

Corporate social responsibility (CSR) is often interpreted as a cynical marketing ploy adopted by brands as a means to amass positive PR through promoting philanthropic efforts, sustainable business practices, and/or environmental awareness programs. But every now and then, you come across an example of genuine good that shakes your inner cynic to the core. I…

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