Being a member of the Edelman Tech Team provides a constant challenge, no two days are ever the same and you will learn to expect the unexpected.

You need to always be up to date with the latest industry news and developments. My favourite part of the day is the morning paper rounds, reminiscent of BBC Breakfast’s news round up, which helps to keep you up to date with all the latest industry news and development. Part of my daily role also includes account support, liaising with journalists, pitching media stories, proactively news jacking and reporting.

Since I have been here I have worked with a broad range of clients including HP, LinkedIn, SocialVibe and Norton. Because of the range of clients that the Edelman Technology team represents, the work is very varied. So far I have worked on social media programmes, proactively sourced product placement opportunities and helped to introduce start ups to the UK media. The diverse interests and partnerships of our clients mean that although you will be based at the centre of technology you will begin to learn about other aspects of the media industry, from mainstream consumer PR to public affairs and digital. Last week was particularly busy and part of my role included inviting press to a David Guetta event and following up on some work we had undertaken with the Prime Minister.

Edelman takes the development of their employees seriously and the company runs some great training sessions with industry experts. So far, I’ve attended session on issues as far reaching as crisis management, analyst relations and brand strategy which has helped to provide me with invaluable insight into the media industry.

@CamillaEClarke

Until last week, 2011 seemed to be the year of the empowered female. won the Nobel Peace Prize; not one but two women were appointed to the position of CEO for two of the world’s largest technology brands; the Commonwealth leaders agreed to give girls equal rights to the British throne; and even Beyoncé became the first woman to headline at Glastonbury in the past 40 years.

However, the World Economic Forum’s annual Global Gender Gap Report, which launched in New York last week, brought a new take to the picture and underlined that women still fall massively behind in gender equality. Maybe it’s because I was brought-up in the Destiny’s Child era, or perhaps it’s Serbian tenacity kicking in, but in this day and age, how have we not moved forward and why are we still facing such inequalities when there are much more pressing matters that both men and women could resolve by working together as equals?

The report highlighted that women hold fewer than 20 per cent of all decision-making national positions, and little advances in economic and political parity have been made since the first report was published in 2006. The UK, specifically, ranked 33rd for economic participation and opportunity, and the outcome was that more needs to be done by governments and the private sector to support and leverage female successes, and to implement policies to promote women’s economic and political roles.

This was closely followed by the Fawcett ReportA Life Raft for Women’s Equality – which was released on Friday, suggesting that women’s financial security and human rights are “under attack on a scale not seen in living memory due to the coalition’s austerity measures.” Talk about a bleak week.

It certainly set the scene for Theresa May’s announcement at the Royal Commonwealth Society on Friday, where she launched a package of measures that aspires to help women ‘fulfil their potential’ in business, through a £2m scheme that will see 5,000 volunteer mentors trained by next year to become role models for female entrepreneurs. She said, “For too long, as a country, we have failed to make the most of the skills, experience and talents of women and despite the difficult decisions that need to be taken, there is much we can do to make sure that our economy emerges stronger and fairer, and operates in the interests of the working majority.”

It certainly sounds like a step in the right direction, but I wish it was a leap, and a giant one at that. It will certainly be interesting to see what the conclusion is in another five years; whether we’ll have put this one to bed or will it continue to haunt?

Lets talk DERTy

Another week, another round of DERTy Talk, a day later but who’s counting.

So what has been happening in the Digital Entertainment, Rights and Technology space this week? Well…

Digital Entertainment

clip_image002Dirty Derty

If any of you have stumbled across this week’s edition of DERTy talk and are somewhat disappointed by the lack of actual dirt, then this one might be for you. And if you are just interested in regular digital entertainment this might be one of interest too. This week has seen the release of the world’s first 3D porn film. The film apparently cost £2m to make and has caused Chinese fans to flock to Hong Kong in the hope of seeing the uncut version. The first of many eye popping films? Who knows, as long as it doesn’t become 4D…

Cats own the interwebclip_image003?

Worried about how many people currently follow you on Twitter? Perhaps a lowly cat could help, or perhaps just add some amusement to your day. According to a recent list compiled by Shortlist, the animal with the most amount of followers is @sockington (not an Edelman client), with 1,482,735 followers. Sockington is owned by tech-historian Jason Scott. The domestic cat turned twitter legend was originally found as a stray but has since received fame on Twitter and has even had a spread in People Magazine. Others on the list include the Bronx Zoo Cobra which we featured last week and an array of animals ranging from ducks to parrots.

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Pirates on the high seas of Web Connected TV

YouTube’s senior director of content partnerships for EMEA has said that an increase in web connected TV’s will not result in “random ads running across the screen” and a lack of quality control. Piracy has been identified as the biggest threat as more people will be tempted to watch pirated material. BBC.com and global iPlayer MD Luke Bradley-Jones has said that video is the single most exciting area in terms of traction with 50-100% growth in use of video across BBC worldwide per month.

Rights

Do you know your data rights?

We wrote ages ago about the new dicdataship and how Data Brokers and the profit being made from digital data. This is a lovely infomercial video explaining how data brokers gather personal information and how they are using your information – whether you know it or not. Brought to you by the organisation Reputation.com – its thought provoking stuff.

 

 

clip_image002[5]

A working group headed by Ed Vaizey has suggested creating a body that will resemble website watchdog the Internet Watch Foundation (IWF), however this has been slammed by digital rights campaigners, the Open Rights Group. In part the group has been proposed to find an alternative to website blocking, compromised ISPs and rights holders. Currently there are problems with clauses within the Digital Economy Act around how web site blocking would occur and who would be held responsible if illegal content were downloaded on free public Wi-Fi. The full article is published here and it is set to be an issue that will run and run. After all currently if your website gets blocked there is no one to complain to.

Technologies

Minority Shopping Report

A very impressive customer service/ technology initiative from the clever people at 3 (though almost certainly an April Fool). Basically Minority Report meets online shopping WITH customer service. In terms of how businesses offer content, software and technology as a service – this is an interesting hypothesis of how customer support *might* look in the future, practical joke or not.

Watch it here – http://vimeo.com/21968394

Tweets from the team

@LukeMackay: I might go to Legoland California JUST to see thesehttp://bzfd.it/g0fvA3 #starwars

@GLeney: All I want to do is check the weather! #bbcwebsiteisdown

@AJGriffiths: V nicely done video from Desperados RT @becksr: Wow – this is very cool. http://bit.ly/dJW7cf

@LukeMackay: The Governator. Utterly inspired RT @_mip_ Arnold#Schwarzenegger launches The Governator at #MIPTVhttp://bit.ly/hsluJ8

@AJGriffiths: The @FT refuses to give up subscriber data to Apple. A fair stake in the groundhttp://on.mash.to/h6vfvL

….or Why “Reading, Travelling And Keep Fit” Will Become The Most Important Part Of The CV Of The Future

I have just spent the last week imaging what our working environment will look like in 2020. Special thanks to Jonathan Hargreaves, Rick Murray and Stefan Stern for their thoughts and inspiration.

One of the discussions centred on the fact that while in the 1980s the world of work was defined by FMCG companies such as Procter & Gamble and Unilever in terms of management style and organisation, while in the 1990s management thinking took inspiration from engineering companies epitomised by the GE Way. By 2000 investment banks (Goldman Sachs, Merrill Lynch, Chase Manhattan) and, to some extent, management consultancies (Boston Consulting Group, McKinsey) were the dominant force.

The broad consensus is that the workplace of 2020 will be driven by technology – the way teams collaborate, the frequency and style of communications, the nature of management and hierarchy, and the overall organisation of work.

However, the workplace of the future will not be dominated by technologists; on the contrary, the technology paradox of 2020 is that non technical, “soft” skills in greater demand than ever before.

There are three key reasons:

· The nature of work in 2020 will exert a premium on employees who thrive in collaborative environments, those who can communicate across a range of media and time-zones to a variety of cultures, in a multiplicity of languages. 2020 collaborative teams will have to find and agree a set of shared values (there will be no default office culture), shape and adhere to a hierarchy which is both virtual and global, and create a working culture that crosses international boundaries, datelines and language. Collaboration on this level is not about technology or automation, it is more about social skills, creating team cultures and building loyalty.

· The consumerisation of technology; by 2020 the number of platforms and media through which organisations can communicate will multiply and they will not distinguish between “workplace” and “leisure-time”. An acute awareness and understanding of these communications media will be fundamental for any organisation; and the skills required to match message with appropriate media – on a global scale – will, by definition, be soft.

· Information overload; if we think we are bombarded by information and stimuli now, 2020 will see even greater pressure on our time and attention spans. The volume and diversity (work and leisure-related) stimuli bombarding the 2020 employee will require a level of judgement, experience, discretion, prioritisation – in short, soft skills – never previously demanded of any generation. 2020 employees will be systematically required to make value judgements on whether, how and when they respond to incoming data on a continual basis. It will not be possible to automate these decisions (the entire process will already be fully and exhaustively automated); what remains will require a level of judgement, opinion, assessment, discretion and experience that is 100% “soft” and 100% “human”.

So the age of technology management may not only be good news for social sciences, it will also add a new level of importance to soft skills often hidden at the bottom of our CVs . . . if, of course, we have CVs in 2020, but that requires another post altogether!

@RogerDara

Welcome! This is the first edition of a regular weekly update on all things DERTy (Digital Entertainment, Rights and Technology).

We hope you find some of the weird and wonderful things from this week’s news and Twittersphere of interest. If you have any comments on any of the points below we would love to hear them.

Until next week…

Digital Entertainment

clip_image002Jennifer Aniston and Smart Water
In an area where you see a lot of things branded as ‘viral’, but are in fact adverts which companies want you to pass on, it was a refreshing change to see a company do it really well.  I clicked on the link from Twitter with low expectations but what appeared was Jennifer Aniston promoting Smart Water in a really clever and innovative way.  The campaign has received literally hundreds of positive article, over 4 million views on YouTube and there is a lot of buzz around the campaign on Twitter.  Admittedly they had a high profile celeb to help them get this coverage, but I still think they have hit the nail on the head.  If you haven’t watched it already I strongly suggest a quick look.

clip_image004Intel reinvent art
We’ve been admiring Intel’s creative projects (such as the Creators Project) for a while.  This week the Remastered exhibition was launched “to explore the relationship between art and technology and celebrate its role in inspiring modern creativity as part of its Visual Life campaign”.  Interesting stuff.  Whether or not this art is reimagined or reinvented – a lot of the exhibits look very interesting.  Nice YouTube preview here.


clip_image006Equal Pay Day
People used to forge masterpieces – and Dougal Wilson’s vid for Benni Benassi’s Satisfaction happens to be a masterpiece of Noughties dance vids. So now here’s Raf Reyntjes lovingly-crafted recreation of the video – with an important difference. This time round, the girls are a bit older. Which makes it very funny – or hard to watch, depending on how you feel about seventy year old ladies wielding power tools whilst wearing hot pants. It’s all for a perfectly good cause, thankfully: Equal Pay Day. In fact, it’s a stonking way of highlighting the important issue of inequitable gender wage differentials. In Belgium.

And here is the original http://www.youtube.com/watch?v=V5bYDhZBFLA – Spot the difference?

clip_image008Spyro the Dragon gets real wings.
We’ve been a fan of Spyro for a long time (in a former life Luke worked on the little purple dragon of joy and can often be found wearing a purple dragon costume at the weekend).  So it was with fiery excitement that we read about Activision’s real-world tie-ins for the new Spyro game.  There’s a great overview on the Telegraph.  The box copy of the game will ship with real-world peripherals that unlock features and interact with the game.  Interesting stuff – and not unlike the chess scene in Star Wars (in our heads’ anyway).  This demonstrates that particularly for youth audiences digital entertainment is not just virtual but is also tangible.  Moshi Monsters are illustrating a similar approach with a range of real-world products that unlock items in the virtual environment.

Rights

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Warner Bros bring film to Facebook
Those living Stateside will soon be able to rent films through Facebook thanks to a new deal between the social network and Warner Bros. Users in the US will first be able to rent The Dark Knight for $3/30 Facebook credits – and there lies the interesting bit. At the moment Facebook credits don’t mean much to the majority of users, but with the Warner Bros. deal sure to be the first of many, we might be about to see Facebook’s virtual currency step up a gear. It also brings into play everything people have theorised around ‘social viewing’ as now people will be able to easily integrate all of the usual Facebook functions around movie content. Sounds like an exciting test bed, watch this space.

Technologies

clip_image012Well Funded Birds
The company behind everyone’s favourite mobile game – Angry Birds – today announced a $42m round of funding to expand its franchise and develop new titles. This comes in the same day that it was announced the game was also heading for Facebook. Considering Rovio claim to have already made $50m from game sales, they must have some big plans up their sleeves. So prepare to be watching Angry Birds the movie and getting an Angry Birds soft toy in your stocking come December.

Tweets from the team

· Transmedia alive and kicking it seems RT @powertothepixel: Fourth Wall Studios raises $15m for cross-media productions http://lat.ms/goM1ft

· Fear and Rango in Las Vegas. Uncanny resemblance…http://bzfd.it/gg55S2

· Black Swan trailer – the Habbo cut. Very cool (Habbo a client) http://youtu.be/ggQa-5T5UqQ via @juzu17)

· Interesting RT @mashable:Who’s Really Scanning All Those QR Codes? [INFOGRAPHIC] – http://on.mash.to/i5bio3

· Never commit a crime in Strathclyde http://bit.ly/hl0oeI (via @shortlist)

Nokia Siemens Networks grows its mobile solutions capabilities with a partnership with mobile commerce specialist, MoreMagic.

The companies announced the partnership at Mobile World Congress in Barcelona and have jointly developed “Mobile Payment Solution”, which enables the delivery of a range of services including money transfer, mobile banking, mobile payments as well as near field communications (NFC).

Rick Centeno, head of charging, billing and care at Nokia Siemens Networks, said: “We are very excited about the growth in the mobile payments space in general and about mobile money and NFC payments in particular. Our partnership with MoreMagic provides us with a flexible architecture that integrates very well with our flagship products. The combination of MoreMagic solutions with Nokia Siemens Networks’ integrated Subscriber Data Management, Identity Management and Unified Charging provides a comprehensive set of Mobile Payment Solutions in this innovative market segment.”

The joint Mobile Payment Solution interconnects consumers, mobile operators, financial institutions, retailers, agents and other members of the mobile commerce and financial services value chain to enable seamless monetary transactions. This is an ideal solution for emerging markets where the industry has already seen mobile money uptake.

Nokia Siemens Networks is trialing mobile payment solutions in Libya with Libya Post, Telecommunications and Information Technology Holding Company in collaboration with Madar and Libyana, the two leading mobile operators in Libya. The Project which is set to run over a period of four months, will provide customers with easy, secure and convenient access to basic financial services which has previously been enjoyed only by a small percentage of the population and access to NFC proximity payments for purchasing anywhere at anytime.

Matthew_Whalley

Edel_telecom

 

 

Kevin Bossi, SVP at Edelman UK and 10 year veteran of Mobile World Congress shares his thoughts on past congresses and looks forward to Mobile World Congress 2011.

Edelman’s Kevin Bossi Discussing Mobile World Congress 2011

@Matthew_Whalley

@Edel_Telecom

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