Author Simon Bird

Opinion
The sweet spot between idiot and expert…
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We’ve all read various articles and heard chatter about the movement of agency services going ‘in-house’, moving into a consulting firm and/or being automated. Some of these changes are obviously justified but there’s some evidence that companies that move agency functions out of agencies may well end up producing worse work rather than better work. According to Simon Bird, it suggests there’s a sweet spot somewhere between idiot and global expert where open-mindedness and curiosity is maximised.

Opinion
Cambridge Analytica and the good old art of storytelling
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So the Trump Facebook drama has finally sunk data analytics firm Cambridge Analytica. In some respects, although it does sound odd to say it, I sort of feel sorry for them given how little real evidence there is that their Trump campaign had anywhere near the level of influence on the US election it is being accused of having.

Features
Simon Bird: Let’s not measure ourselves into obscurity
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It’s natural for the advertisers to want to become better at measuring the effectiveness of what they do. But as they dance with the numbers, are they getting seduced by what those numbers can actually achieve. PHD strategy director Simon Bird considers what the love affair with numbers means for an industry desperate for validation.

News
Amazin’ reviews? Not really
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With Amazon reviews offering insight into what real people think about products, many have again predicted the death of the idea of brands. But Simon Bird argues the Grim Reaper can stop sharpening his scythe for now.

Features
Aim for the head
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The human brain really is an amazing piece of engineering. A small organ the size of two fists that reasons, analyses, manages emotions, regulates blood…