by Andy Gaukrodger


More content doesn’t equal more consumption, quality is key

In an extract from TrackMaven’s report on the production/consumption of digital content, TrackMaven makes the argument that the explosion of content creation shouldn’t necessarily be seen as a good thing for brands as with more content comes more competition.

“Most marketers fail to effectively engage audiences with their content. According to TrackMaven research, a growing majority of professional marketing content is ineffective. We analyzed a variety of content from the extensive database of brands we track.”

“We are in the midst of a marketing arms race, and content is the ammunition of choice. Digital platforms have made it easy — perhaps too easy — for marketers to broadly distribute content at scale. With the exponential growth of available channels — social networks, email, company blogs, etc. — marketers often adopt a “more is better” approach, blasting more content across multiple channels, hoping for more impact. Marketers have a ton of data to back up this approach. For example, “B2B companies that blog generate 67% more leads per month than those who don’t,” and “61% of US marketers use social media to increase lead gen.”1 But today, multi-channel marketing has become the norm rather than the exception; simply engaging in content marketing fails to set brands apart.”

““This data is significant in that it substantiates the notion that more content does not necessarily equate to more channel consumption. And that means quality is imperative—for both content creators and advertisers.”

Add your details here to download the full report:


So you’ve got a Millennial, but do you know how to care for it?

“If you find that a millennial is tuning out while you’re speaking to him, upload aTED Talk about what you were going to say and gently queue it up for him on his device. Alternatively, you can make an Instagram video and micro-target it to the millennial in question with a small social-ad buy.

Millennials think they can change the world…”

Text source:

Picture source:



The No.1 predictor for career success

There is a growing body of work called Network Science that looks into the impact different social networks (not to be confused with digital social networks i.e. Facebook) have on one’s career prospects. This article is a great primer on the subject:

To summarise, the more you engage yourself in a large open network, be that without your organisation or simply across the ideas you expose yourself to, the more your chances on success; the less you expose yourself to other points of view and the more your peers speak with one shared voice, the less likely you are to succeed.


The naval-gazing of apps like Instagram and one man’s Swan Song for the Blog

Hossein Derakhshan was one of the pre-eminent Middle-Eastern bloggers of the mid-nineties. After spending six years in an Iranian prison for the words he published on his blog he has now been released and his view of the new digital world should make us all consider our actions.

Full Article:

Killer cars

Killer cars: The month that hacking got real for the general public

The following is an excerpt from a piece featured in Wired at the end of July:

As the two hackers remotely toyed with the air-conditioning, radio, and windshield wipers, I mentally congratulated myself on my courage under pressure. That’s when they cut the transmission.Immediately my accelerator stopped working. As I frantically pressed the pedal and watched the RPMs climb, the Jeep lost half its speed, then slowed to a crawl. This occurred just as I reached a long overpass, with no shoulder to offer an escape. The experiment had ceased to be fun.

At that point, the interstate began to slope upward, so the Jeep lost more momentum and barely crept forward. Cars lined up behind my bumper before passing me, honking. I could see an 18-wheeler approaching in my rearview mirror. I hoped its driver saw me, too, and could tell I was paralyzed on the highway.

Full Wired Article

No hyperbole would overstate the importance of this report. Think about it like this: hacking movies are either boring or inaccurate. Why? Because hacking movies are about hacking; until this article was released hacking has been one static computer secretly getting into another static computer. Yes some information might end up in the wrong hands, some electronic money might go to a suspicious bank account or an adulterer might “get his comeuppance”.

The worst that the general public have ever hear about hacking is that one government attacked another government and shut down some nuclear facility. It’s all very abstract and distant.

Now that’s all changed. Due to the pioneering work of Charlie Miller and Chris Valasek the problem just got extremely personal. The problem just got real, real fucking quickly.

When you start to think about this, you think about fears of personal safety and the safety of your family, “now I could be driving on the motorway and suddenly my car cuts out and we all crash to our deaths”. The fear becomes even more intimidating because we can’t turn it off. There’s no airplane mode or Wi-Fi off button for the car.

Finally there’s the existential fear – our cars are computerised, connected and capable of attack – the public are so far out of the knowledge loop; we’ve been blindsided. If our cars are already computerised maybe it’s time to give over full control and usher in the era of the self-driving car, maybe we’ll be safer letting the computer takeover. So, maybe that final fear isn’t universal like personal and familial safety, but there’s something deep inside me that connects the car, the open road and freedom; if we give up that symbol of freedom to the computer, it might be more than the symbol that’s left in the dust.

Andrew Belle “Sister” Official Music Video – YouTube


Great use of metaphor to show the younger girl going down. It could be interpreted that the older girl joins the surreal story as the man gets stabbed by the group. The girl needs to survive and forgive in order to allow the younger to be saved…

Andrew Belle (The Director):




andrew belle

I started in photography. I wanted to be a photo journalist and ended up loosing the passion for it. From there I moved into film. Music videos and commercial work thus far. The goal is to get enough films under my belt to confidently take on a feature that I’ve written. This film submitted is a great example of the kinds of films I want to make. A bit surreal and passionate with strong characters.