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Antony Mayfield's blog

Last Build Date: Sat, 09 Dec 2017 11:58:13 +0000


Low friction brands

Sat, 09 Dec 2017 11:57:36 +0000

We used to wonder about the future of advertising in brand marketing – now we are wondering about the future of brands themselves. In his book about the tech giants of the 20-teens, The Four, Scott Galloway casts Google and Amazon as threatening the very existence of traditional consumer brands: The insights into consumer behavior...

Disinformation content production

Thu, 30 Nov 2017 22:30:46 +0000

Russian disinformation factories of Russia follow the Buzzfeed content model, according to the ever-insightful digital strategist, Rob Blackie. They throw themes and formats at the wall and see what sticks, to paraphrase his jargon free interpretation of the approach. Buzzfeed doesn’t care whether listicles or explainers are there internet’s sharing drug of choice this week,...

Buzzfeed blues

Thu, 30 Nov 2017 22:08:50 +0000

A couple of years ago my advice for an organisation completing for attention online was “copy Buzzfeed“. Buzzfeed understands the nature of the web – that you can’t predict what content succeed, but you can run as many experiments as you like and build on successes earlier and faster if you give credits access to the...

Go AI teaches itself to beat other Go AI

Tue, 24 Oct 2017 07:16:43 +0000

There once was an AI that beat one of the best human players at the most complex game in the world. Then there was an AI that with no knowledge of the game, taught itself to play and beat the old AI. In three days. Via Exponential View email newsletter.

Brand marketing: From media to capability 

Tue, 17 Oct 2017 06:39:45 +0000

The facades of empires always look most impressive just before they fall. The same goes for industrial giants and even whole industries. The Roman Empire didn’t disappear. Neither did the British. But the centre of power in the world shifted, first chaotically, confusingly and then all of a sudden when the fog of revolution cleared....

Keep on moving

Tue, 05 Sep 2017 17:08:38 +0000

Maybe we need to stop thinking of change as something that needs to be managed, an awkward event that comes along every few years and upsets everyone who was getting on just nicely as they were. But how? I wrote some things about this for Part of the answer lies with data that helps...

Horowitz on culture

Wed, 15 Mar 2017 16:21:18 +0000

Ben Horowitz has posted a video of his talk on culture change on the A16Z blog. He gets straight to the heart of the matter: Everyone says culture is important, but in terms of advice very few have “more than the platitude” to offer people running companies about what they should do to shape or change...

Cognitive diversity

Sun, 22 Jan 2017 08:47:41 +0000

I wrote a piece for Huffington Post about the concept of cognitive diversity, and why we should take it seriously in business and wider society. It’s had a good response and I hope to write more on the topic. I was grateful for the chance to pull together my thoughts on the topic and I...

Newspapers and digital transformation

Sun, 14 Feb 2016 15:59:39 +0000

  When Christina Scott, CIO at The Financial Times spoke at Dots 2015 I introduced her with a joke that she was one of the top five CIOs according to an industry journal – number three in fact, so she might want to try harder. I recalled this earlier this year when she was awarded CIO...

Pace: Buzzfeed’s competitive advantage

Sun, 14 Feb 2016 15:58:40 +0000

For the past year or so I have been giving talks for students on Google’s Squared programme (and its sibling-programme Squared Online) about the digital landscape. My talk covers a brief history of the internet, the evolution of media, changing customer behaviours and how media and brands are adapting. Buzzfeed‘s my primary example of a...