Will football always be the #1 global sport?

Will football always be the #1 global sport?

1 January 2019By Brad Rees

By BRAD REES Is football breakable? That’s the question writer Janan Ganesh eloquently answered in a recent thinkpiece for the Financial Times. On the surface football is in rude health. Mr Ganesh gives the example of how obtainable a European ‘soccer’ game now is in the USA, ‘even Atlanta, down in gridiron country, has become … Read More

Adidas success is about keeping it real with fans

Adidas success is about keeping it real with fans

16 March 2018By Brad Rees

Social audiences are influenced by authentic posts that make them feel an affinity with the author. Mediacells can reveal that social media folk respond less to celebrity endorsements and more to meaningful recommendations made by trusted commentators who make them feel special. We analysed the latest adidas influencer campaign and awarded a lesser-known volleyball player … Read More

Artificial Intelligence-defying writing from Esquire

Artificial Intelligence-defying writing from Esquire

6 December 2017By Brad Rees

SECTOR: Entertainment CLIENT: Hearst, Esquire WOW: Power of the human word DATE: November 2017 Progressive US magazine Mother Jones recently reported that Artificial Intelligence (AI) experts are predicting we will have ‘full human-level AI’ by 2045. Artists? Surgeons? Writers? There’s an app, well, a robot for all that in less than 30 years. The New … Read More

What is it with Austrians and diving records?

What is it with Austrians and diving records?

21 July 2017By Brad Rees

There are no two words in the English language more harmful than ‘good job’, said Terence Fletcher, the rhythm-dictating fascist drumteach in 2014 Hollywood blockbusting outlier, Whiplash. It’s alright being good at something but being the best at something is a huge ask for the individual. Not so for countries, according to David McCandless and … Read More

Prepare to be thunderstruck by the 2016 Champions League final

Prepare to be thunderstruck by the 2016 Champions League final

29 May 2016By Brad Rees

By Brad Rees As the Atlético Madrid team bus rocks up to the San Siro stadium on Saturday, the Blaupunckt stereo system will be blasting out ‘Thunderstruck’ by Ozzie MetalGods, AC/DC. It’s an Atléti tradition. Torres and chums will be chanting, ‘Thunder, thunder, thunder, thunder, I was caught in the middle of a railroad track.’ … Read More

How to retain unloyal millennial audiences as media owners

13 May 2016By Brad Rees

Start by understanding what makes them tick at work, says Deloitte We’ve all had that job that never makes it to the CV or LinkedIn halls of fame. Mine was working for Alternative Corporate Entertainment PLC or ‘ACE’, where I was tasked to sell ‘Novelty Entertainment Acts’ (NEAs) to global business monoliths from the boss’s … Read More

Is Apple on the precipice of going Nokia-wards?

28 April 2016By Brad Rees

Tim Cook will have woken to the news that Facebook has tripled its advertising revenues. The news has stunned Wall Street in much the same way that Apple’s revenue-drop news, 24 hours previously, had shocked the media world. The surprise came despite an apparent expectation management exercise, masterminded by mister Cook in January. Apple soothsayers … Read More

Don’t be evil, try telling that to the robots!

Don’t be evil, try telling that to the robots!

15 April 2016By Brad Rees

It’s 1977. The Goblin Teasmade advert is on television screens, Punk is hitting the UK streets and Clifton Country Primary (CCP) are engaged in the dying embers of a grudge soccer match against arch pre-teen rivals, Mayfield. It’s nil-nil.  CCP have just brought on a substitute, Steven Roundtree. He’s new to the team and it … Read More

Machine-learner difficulties

17 March 2016By Brad Rees

Google’s Al might have stuffed the Go champ but youthful instagrammers are sticking it to the machine. Google’s Al beat the top player of the ancient and complex game, Go, at the DeepMind Challenge, recently. It didn’t so much beat the South Korean champion, Lee Sedol, as wipe the board with him 4 straight wins … Read More

Is it ‘time to die’ for print?

9 March 2016By Brad Rees

Last week’s launch of a print-only newspaper excited journalists – but is it sustainable in a digitised consumer world? When I started my newspaper career in the late nineties ‘digital’ was called ‘the bloody internet’. “Forget about the bloody internet,” my ink-stained tabloid boss would argue, before resting his case on some surreal, qualitative Hollywood … Read More