Most read: Google rebrand, easy as ABC
It's a big move, but a simple one. In a post, Google cofounder Larry Page explained that as the publicly-traded entity, with Google becoming a wholly-owned subsidiary of Alphabet.
But what does Google restructuring to Alphabet mean? Er, .
But seriously, Marketing's Shona Ghosh breaks down the reaction of industry experts to the creation of Alphabet and sorts them into five buckets:
- It's all about the money: Glyn Britton, managing partner for innovation and strategy at Albion, explains: "[This] allows them to formalise operating at two speeds. Continuing to scale and defend the core revenue engine versus taking bets on the future."
- To avoid bloating: As Google got bigger, it always risked losing that fabled start-up mentality.
- To retain talent: by offering independence to leaders of individual businesses.
- Boredom: As wag , "Larry really doesn't want to do something as boring as run a search engine, does he?"
- And sheer ambition: "This is the idea of Google as the first and last word in access through technology," Ghosh writes, "hence its web address."
Has that answered all of your burning questions? No? Well, try these other opinion pieces on for size. that the restructure is actually a well trodden path as a business model, used by FMCG giants like P&G and Unilever.
And Jim Prior, CEO at The Partners and Lambie-Nairn, writes that .
While Marco Bertozzi, president of global clients of Vivaki, the media arm of Publicis Groupe, says .
On social: Doritos sent the Lad Bible to Ibiza
(essentially a big black click hole if you're male aged 18-30 – there is no escape) to create , a content hub of summer hacks.
As the crowning social glory, Doritos sent Lad Bible staffers to Ibiza for a 12-hour holiday asking them to be back in the office by 9:30am the next day (or, today, 11 August).
As you can imagine, there were challenges and Periscope streams and video tweets aplenty.
. How's this?
— TheLADbible (@TheLadBible)
See to see how the carnage unfolded, and also how people responded.
& showing a holiday isn't about duration but what the time is spent actually doing!
— Ally Bell (@AllyB_CFC)
Virals: One of 2015's best viral ads?
Social video experts Unruly has and if you think our headline is overstating things, know that the ad was shared nearly one million times in its first three days. "Pipe Dream’s svelte four minutes," Unruly writes, "manages to pack in shareworthy thrill after thrill."
Ads which elicit a sense of glorious disbelief tend to share very well on online platforms, as there’s nothing better than passing that feeling along.
Unruly
While it seems like a simple solution to fly a hovercraft off a waterfall or ride a scooter down the Great Wall of China, devising the right kind of stunt ad is an art all its own.
This is where ‘Pipe Dream’ so thoroughly succeeds. In a short, tense timeframe, DC Shoes unleashes a spectacle that’s both exhilarating and elegant.
While it would be easy for an ad of this type to deal in mindless tyre-spinning, it’s a surprisingly artful outing and promises a lot for the brand’s newer work.
Read
Rugby World Cup watch: Samsung signs rugby trio for multi-platform campaign
England rugby players .
Marketing's Shona Ghosh reports that "the three will feature in what Samsung is describing as its first multi-platform, brand-led rugby campaign, called the Samsung School of Rugby", although there are scant details on the school itself. (Will there be exams? Bullying? Bike sheds?)
One thing Samsung has confirmed is that it wants to use tech to boost the fan experience, and is offering all RFU clubs a discount on new digital display screens for their club houses.
Opinion: I'd like an order of people based retailing please, extra cheese
Rob Fenton of data agency fifty-five has seen the future, and it's a better, personalized selection of pizza topping combinations. Or, in other words, people based retailing, using massive amounts of customer data to deliver "personalised retail experiences across the mobile web, app and desktop too."
In Fenton's view, its where Dominos could (and will) go with their hugely successful mobile app, but with the advent of technologies that can anonymously track users across devices, such as Facebook's Atlas, it's where everyone can go.
Read Fenton's piece on and see if you agree.
Compiled by Jonathan Shannon
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