Welcome to What’s Next!

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What’s Next is an always-on source of insight, intelligence and inspiration designed to help companies of all shapes and sizes get to grips with digital transformation

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Excellence vs inventory

Gareth Jones

You get what you measure, right?

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Happy accidents and risk-taking feed creativity

Alecky Blythe

Happy accidents and unexpected collaborations provided the unlikely launch pad for Alecky Blythe’s career as a playwright and screenwriter, she told the UK NewFront conference on content creation, in an address that took in the Ipswich murders and a hostage siege on her Hackney street.

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Brands need to love people more than money

Christian Payne

Brands need to break their money-focused programming if they are to create culture and truly connect with audiences, according to Guardian writer, blogger and technologist Christian Payne.

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‘Talent alone is not enough’ – Sir Clive Woodward on data in sport and business

Sir Clive Woodward

Data makes the difference between winners and losers in sport and business, claims England rugby and GB Olympics mastermind Sir Clive Woodward – but only if the entire team has access to the technology and the insight it offers.

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Culture, and how brands can create it

Chris Clarke

Brands need the courage and conviction to make a genuine contribution to culture if they are to maintain their strength in tough times, an audience of marketers at DigitasLBi’s UK NewFront conference heard.

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Beware collaborative competition, embrace competitive collaboration

Cindy Gallop

Brands and advertisers need to collaborate or find their businesses swept away in a new world order of disruption, according to advertising legend and porn pioneer Cindy Gallop.

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Can brands create culture? They may have little choice …

Culture

For most brands, the goal of producing content that enters the culture remains a fundamentally challenging one, but an audience of marketers heard that there are compelling reasons why content marketing remains the buzzword of modern marketing at the inaugural DigitasLBi UK NewFront.

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You can’t be content without a strategy

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With brands significantly increasing spend on content creation in the first half of 2014, Stuart Aitken, Lead Content Strategist at DigitasLBi, argues that now is the time to focus on getting the strategic approach right.

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Hey stranger! The new appeal of the unknown

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Are we witnessing the rise of a new type of social network with services like Cuddlr, Whisper and Fling encouraging us to interact with strangers rather than friends? Jérôme Lavillat, Strategic Planner at DigitasLBi reports from the front line and asks what this trend means for brands.

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Behavioural Economics: What it is and how it could help us do our job better

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Why do the traffic lights seem to only change to red when we’re in a hurry? Why are we more afraid to die in a plane crash than of an asthma attack? Why do we often remember the “good old days”?

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