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Insomnia 55: A real eye opener

Today we’ve got a guest post from Toby, on behalf of our incredible digital team, Things. The pictures in this blog post deserve a big shout out to the lovely people at Logitech, and are the superb work of Ricci Chera.

 

Last weekend saw our first venture to Insomnia as a group – the biggest gaming festival in the UK, and Holy Grail for LAN parties.

Every three months, thousands of people flock to play the newest titles, test the latest gear and watch their favourite gamers in action live on stage.

Image credit - Ricci Chera
Image credit – Ricci Chera

What’s that I hear you say? Watch other people play games? Why would people do that? Aside from the ongoing debate of whether games can be art, there are people who simply don’t understand the appeal of gaming and its sub-cultures. Jimmy Kimmel did a bit on it recently: https://www.youtube.com/watch?v=Ji9KmXwrA5Y

But it’s easy to ignore them. The critics tend to primarily be older, and are people who aren’t passionate about gaming anyway. Arguments against gaming hold true for other things, “why do you watch people playing games instead of just playing them” could easily be, “why do you pay a lot of money to watch footballers, instead of just playing football.”

Okay, so let’s get back to matters and put this in context. Events like Insomnia used to be the go-to place for marathon LAN gaming parties; fuelled by energy drinks, deodorant cans (for some) and a complete disregard for sleep. They were adored (and still are) by legions of fans, but were never recognised by the masses.

Fast forward a few years. The phenomenal growth of Let’s Play videos online, spearheaded by YouTube and Twitch over the past few years has seen gaming festivals thrust into the mainstream’s view, and with that a new generation of gaming enthusiasts born.

 

Image credit - Ricci Cher
Image credit – Ricci Chera

Six of the top 10 most subscribed YouTube channels in the UK are gaming channels and in total, have 15 million more subscribers than the population of our beautiful British Isles. Let’s Play is now a multi-million pound industry, and one brands are flocking towards to reach Generation Z with perceived authenticity and social capital.

That’s why Insomnia is actually quickly outgrowing its environment. After just 18 months at the Ricoh Arena in Coventry, it’s now moving up the road to the biggest expo space in the UK; the NEC Birmingham.

Image credit - Ricci Cher
Image credit – Ricci Chera

 

Inside Insomnia

Within our first steps into the arena, we knew it was going to be a manic weekend. You could feel the excitement in the air.

Image credit - Ricci Cher
Image credit – Ricci Chera

In the main expo arena, streams of people lined the hall with queues extending round corners to snap a selfie with the likes of Syndicate or Miniminter. Between the two stages, hyped crowds went mental to witness their favourite stars go up against each other in Counter Strike:Global Offensive, Minecraft challenges, or zeitgest game of the moment; Rocket League.

Image credit - Ricci Cher
Image credit – Ricci Chera

Downstairs saw the hardcore gaming LAN parties kick off with an intimidating buzz of keyboard tapping and curt commands snorted by team members. We hear this lot don’t mix well with the upstairs crowd, but that’s a whole other story.

Once the day’s main activities died down, I got my chance to witness the infamous pub quiz on Saturday. It all sounded very quaint on paper. A couple of drinks whilst guessing which films Keanu Reeves doesn’t play a soulless jackass (the answer is all of them cos he’s a badass). This was not the case. At all. The quiz – hosted in the main tent – was home to 100s of gamers letting their competitive edge take over. As you can expect, it was absolute carnage.

The quiz took us on to Logitech G’s Official After Party, which we – in collaboration with the wonderful team from TMW – had developed a huge game of PONG to keep YouTubers and our guests suitably entertained. The whole thing was controlled entirely by Logitech gear and streamed out live on Twitch.

Image credit - Ricci Cher
Image credit – Ricci Chera

A new generation of influence

After a hectic weekend meeting fans, YouTubers and taking in as much of the show as possible, there were two things that surprised me the most.

I was fully aware of the powerful community that existed online among gamers, but with my jaded stereotypes in hand, I was sceptical how well this would translate to the real world. I couldn’t have been proven wrong faster. Tight-knitted comraderies were formed all around me, and whether it was Minecraft or Counter Strike, the sense of collective passions coming together for a major geek-off was genuinely touching.

The second thing that struck me was just how strong the cult of celebrity among the top YouTubers was and how far it has transcended beyond gaming. After their appearance on stage, we witnessed Logitech G’s special guests and Minecraft YouTubers LDShadowLady, SmallishBeans and Yammy_xox as they met fans for over an hour. The adoration on people’s faces as they lined up for a quick snap or hug is testament to the influence this new generation of entertainers has on young audiences. Relatability, a DIY attitude to one’s own success and the chance to make money doing what you love has made YouTubers the decades role models.

Image credit - Ricci Cher
Image credit – Ricci Chera

 

BONUS

For Logitech G’s appearance on the Main Stage, myself and Thing’s own Emma Skipper we invited to ‘hype’ the crowd. Check it out below, but just don’t ask why the ‘box’ is a thing…

https://youtu.be/tv0BMyRjnOw?t=16m4s

https://youtu.be/8rYLDEBj-xA?t=27m11s

 

Image credit - Ricci Cher
Image credit – Ricci Chera
Image credit - Ricci Cher
Image credit – Ricci Chera
Image credit - Ricci Cher
Image credit – Ricci Chera
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Nelson Bostock Unlimited wins Momondo Group corporate PR brief

Momondo Group, the leading online travel search and inspiration network, has appointed Nelson Bostock Unlimited as its corporate UK PR agency following a competitive pitch.

Momondo Group has a portfolio of three core brands: momondo, Cheapflights and Speedfares. It operates dedicated sites in over 30 countries. In January Momondo Group reached a benchmark of over one million site visits across the group in a single day. In 2016 its brands will embark on an aggressive drive for growth across key global markets.

Nelson Bostock Unlimited will focus on building Momondo Group’s profile and brand reputation. It will also help to establish the Group’s CEO, Hugo Burge, as a leading travel industry and business voice.  The campaign will feature brand building activity, thought leadership, event and speaker opportunities.

Phil Bloomfield, Momondo Group’s Global Head of Comms and PR, said: “There’s a tremendous amount going on for us in the next couple of years. In Nelson Bostock Unlimited we felt we found the right partner to help us refine and tell our story. We’re excited to be working with the team there.”

Will Hart, Deputy Managing Director, Nelson Bostock Unlimited said: “It’s an incredibly exciting time for online travel. We’re very much looking forward to working with one of the most interesting brands in the space. We are proud of our heritage and expertise in corporate communications. We’re also relishing the opportunity to collaborate with Hugo and his team to craft the Momondo Group brand narrative and take the story to new audiences.”

 

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How to rock the German market

5 points for a successful PR strategy in Germany

By Tilo Bonow, CEO and founder of Berlin-based PR agency Piabo

After launching in the US market, the next milestone for many US companies is conquering foreign markets such as Europe. With Germany being the economic powerhouse of the European Union, its capital Berlin presents an attractive environment for expansion – the economic mood is positive and the startup scene is booming.

But even though the US and German market mechanisms are similar, the media landscape is quite different. Strategies that work in the US might fail in Germany. Here are 5 points that you should consider for success with German media:

  1. Press releases:

    German journalists aren’t used to marketing lingo in press releases. Don’t fill your copy with self-praise – this will ruin the credibility of the message. Instead, objectively stick to the facts. If you’re not sure, ask local PR specialists for help with translating not just the language, but also the message. And by the way, in Germany, we use press releases not just for major corporate announcements, but for frequently keeping our journalists updated on a company.

  1. Location, location, location:

    The media landscape in Germany is very decentralised. Editorial staff work in major media cities such as Berlin, Munich or Hamburg. However, they are also working in Cologne, Frankfurt and Düsseldorf, which are also home to major publishing houses. If you don’t want to organise a lengthy, country-wide media tour, a good way to meet many editors in one place is at trade shows.

  1. Stay safe:

    Data protection should be treated with particular caution in German PR. German audiences are much more sensitised to privacy-related issues than US audiences. A good briefing before interviews as to what should be communicated is essential to avoid a PR disaster.

  1. Placing Bylines is tricky:

    While in the US it’s common practice to place bylined articles, this is not the case in Germany. Our authors want to keep their autonomy and it’s hard work to persuade them to feature a guest article. So keep up the regular dialogue and position your spokesperson as an expert on a topic.

  1. Copy approval:

    Last but not least: Before publishing an interview, German journalists often ask for copy approval and in most cases decide in favour of the companies. Good for you, because this will help you to control the company’s PR message.

Sounds complicated? It’s not! If you have a good product or service, then positive coverage is only a matter of time and, of course, skilful PR work in Germany. If Germany is one of the springboards for European expansion – next to London, let’s say – it is a good idea to find an agency with an international network of partners that can help you conquer Europe by storm.

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48 hours at Cannes Lions

Sinead O’Connor, 29.06.17 

Last week, I headed to the French Riviera for the Cannes Lions 2017. Except for ending up at Gutter Bar (if you know, you know) until 3 am with some of the industry’s finest, I got a lot out of just 48 hours at the world’s biggest and best festival of creativity.

Here’s a couple of takeaways.

PR is finally being represented

On Monday, PR Week published a piece entitled ‘This is the time for PR to shine’. This article noted that this year changes had been made to the Cannes Lions awards process. A revised definition of PR meant that our ‘corner of the industry’ has been better represented. ‘Fearless Girl’ is a prime example of this. Winning the Grand Prix award, the in-house PR team at State Street was congratulated for the comms strategy around the Wall Street-defying artwork on International Women’s Day.

However, according to PR Week, just seven of the 100 Lions awards had a PR agency listed as the entrant/credited with “idea creation”. Ad agencies are still dominating.

So what can we do about this? As an industry, we need to continue to challenge clients to drive creativity. We must ensure PR is at the forefront of integrated campaigns.

Last year we worked with Reuters on a campaign for Canon. The Commercial Director there speaks of a change in the way that briefs are coming over to them. He was open that he’d made an assumption in the early days of us working together. He thought I was calling from an ad agency as, typically, campaigns of this nature would not have come via PR. Reuters says that piece of work was the most successful campaign they ran last year. This proves that there is a place for PR at the table.

Diversity remains a big talking point

Cannes 2016 was all about diversity in the workplace. It explored how we can ensure a better representation of women and ethnic groups in our industry. This year, unsurprisingly it’s still a key trend. We were never going to solve the problem in a year after all. However, it’s good to see a shift in the way that brands talk about diversity. Global organisations are making open, public commitments to solving the problem, backed by tangible results.

I went to a great panel session, hosted by Teads, on the topic.

One of the panellists was Matt Derella from Twitter. He said the company won’t allow any of its employees to sit on a panel if all the other panellists are men. Jacki Kelly, the COO at Bloomberg Media spoke about the launch of the Gender Equality Index and the ‘Walk the Talk’  CEO interviews. These interviews discuss what business leaders are doing to solve the gender pay gap.

At the session, She Runs It presented some research in partnership with LinkedIn and EY. It found that a slim number of senior women in the industry make it to the C-Suite. I was saddened by this, but not surprised. Like many, my initial reaction to conversations around women not being on boards was to blame focusing on family over career. However, the research proved me – and many others – wrong. The biggest reason women don’t make it to the C-Suite is endorsements. Men more aggressively network and are better at recommending each other. At the same time, women are less likely to promote themselves and, importantly, each other in the workplace. Of course, you have to take it with a pinch of salt, given LinkedIn was the proxy for the research. But you can’t argue with the numbers.

“A woman asking another woman for help is the same as a man asking for directions”, said one panellist.

I like to think that I already work in an environment where women champion each other. But it’s given me food for thought about what else we can be doing. Particularly to support the more junior women in the team.

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How the world’s largest internet company built itself a bullet-proof enterprise

As this year’s Prime Day sent bargain-hunters around the world into a frenzy yesterday, Morag Magee examines the elements that contributed to Amazon’s huge global success…

Over the last couple of years, many have been asking if, when and how Jeff Bezos will take Amazon Fresh into the mainstream and if the bricks-and-mortar stores in the US will ever make it across the pond. Last month we got an inkling of his plans. Amazon announced it was buying Whole Foods for a hefty sum of $13.7 billion. This cements its entrance into the physical world by making use of Whole Foods’ network of stores in the US, Canada and the UK.

Amazon is without a doubt nailing it in the world of commerce, and while us NBU-ers are content with treating ourselves to a bite to eat from Whole Foods once a week, Amazon is quietly eating the world. That’s right, Amazon – not software (though software has a huge role to play in Amazon’s success).

How I hear you all ask? Well here are just four reasons behind the company’s success…

  • It built its technology infrastructure from scratch

    While Amazon is renowned for Amazon.com, today it is so much more than just an e-commerce provider. Founded by Jeff Bezos in 1994 as an online bookstore, Amazon started to scale at a time before enterprise-class SaaS was widely available. Therefore, Amazon had to build its technology infrastructure from scratch.

  • The productisation of internal services

    When I first read about AWS a few years ago, I wondered what its connection to Amazon.com was. A friend even suggested they were separate businesses. Oh, how wrong we were. Amazon Web Services, or AWS, are the on-demand cloud computing platforms used by thousands of individuals, companies and governments to have a 24/7 full-fledged virtual cluster of computers available. It’s also the operational infrastructure used in-house by the Amazon team. Amazon essentially took this operational piece of technology infrastructure and turned it into an external product. A product with an annual run rate of $14 billion

  • It’s futureproofed against inefficiency and technological stagnation

    Amazon has replicated this model and has rebuilt other internal tools as external services. The recent launch of Amazon Connect is another example of this. Moulded on Amazon’s call centres, Amazon Connect is a self-service, cloud-based contact centre platform. Through this productisation of internal services, Amazon has essentially futureproofed itself against inefficiency and technological stagnation. If anyone of Amazon’s external services is ever a commercial failure, or if the uptake is slow, this is an indication to Amazon that its internal services are lagging behind the competition, enabling the business to make the necessary amendments accordingly.

  • The company has always, and will always, be customer-centric

    Whether these customers are the e-commerce shoppers at Amazon.com, developers using the AWS platform or sellers on the Amazon Marketplace; Amazon is committed to being ‘Earth’s most customer-centric company’. Bezos defines this as listening to the customer and inventing for the customer. Noting that most of Amazon’s initiatives take five to seven years before they pay any dividends for the company. One of Amazon’s services – Fulfillment By Amazon (FBA) – has been 10 years in the making. All the profit is re-invested improving the service.

It’s hard to see another company coming close to achieving what Bezos and his team have achieved in the last 20 years. The tech giant’s commitment to its customers, and the productisation of internal services, have future-proofed the platform for years to come, enabling Amazon to constantly improve its services and offerings while investing in new products and acquisitions. What’s next for the company? Could it be the acquisition of Ocado? Or the launch of Amazon small-parcel shipping? Whatever its next move, we’ll all be watching closely.

 

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Lessons from PR Week judging

“It’s the Oscars of the PR industry”. These were the opening words of PR Week Editor in Chief, Danny Rogers, welcoming the judges to the day of reckoning. A full day of analysing, challenging, deliberating and ultimately deciding who will walk away with the gongs at the PR Week Awards ceremony in October.

And he’s not wrong. These are the most coveted awards in what feels like an ever-expanding sea of opportunity for agencies and in-house teams to show off their work. I’ve judged the awards a few times and I’ve always loved the process. This year is the 30th anniversary of the PR Week Awards, which coincides nicely with our 30th birthday. This makes it even more exciting to be involved.

Before we embarked on the task in hand, Danny urged us to prioritise campaigns that demonstrated clear strategies and measurable outcomes. Campaigns that demonstrated a strong return on investment. Sound advice, but a little surprising that he had to give it. Amazingly, there are still some entries still don’t tick some of the basic boxes. Namely, a clear strategy that links firmly back to the objectives delivered by the client (comms and/or business); an innovative approach that enabled the team to execute a brilliant campaign with tangible results and, of course, proper measurement.

I didn’t see any AVE, but some of the stats seemed mind-boggling at best, made up at worst. It’s easy to see how this happens. We all have access to tools that spit out some nice-looking numbers to impress our clients (reaching 1.2bn people in a UK award category was a highlight). However, we’re better than that. It almost feels that our desperation to provide killer results (‘if you put the coverage end to end it would reach to the moon and back’ – don’t worry, that one’s made up), we’ve forgotten the important stuff. We’ve forgotten why did we do it, and how did it help our clients?

That said, in our group of judges we also discussed how the industry has ‘grown-up’. We discussed the value of the profession and its role in modern-day marketing. This is encouraging and we’re on the right track, with what has been described as a breakthrough year for PR in Cannes. We judged some outstanding displays of creativity, and PR agencies across the UK are doing some great work.

But I have a confession to make. We’ve not always been brilliantly represented at PR industry awards. That’s partly down to not dedicating enough time to it. Because let’s be honest, award entry writing can turn into a full-time job. It’s also a case of feeling that the work we do isn’t eligible for many categories. There’s a natural slant towards consumer and not-for-profit campaign work. But that is understandable. You’re able to judge on creative brilliance against clear strategy and objectives that deliver unquestionable (and robust) results. Moreover, it’s also easier to understand.

Corporate comms is often more nuanced and behind the scenes (“oh let’s celebrate that huge crisis that we managed to avert by drinking champagne and jumping up and down on stage”). Business to business campaigns are, in my mind, no less creative or impactful. However, perhaps they don’t inspire the same number of entries. Maybe this is why the Krispy Kreme ‘Double Hundred Dozen’ campaign was highly commended in the B2B category in 2015. A simple lack of entries. When a campaign to raise the awareness of doughnuts in offices comes second in a B2B award category, you start to worry.

It’s not the fault of award organisers, but there are brilliant minds working in B2B that could pay more attention to awards. At Nelson Bostock, we’ve had a good year. We’ve already been nominated for 10 awards. However, we could certainly shout more.  But that’s what we’re going to do. Watch this space!

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Highlights from the Lords Select Committee on Artificial Intelligence

The House of Lords select committee on Artificial Intelligence recently gathered to hear evidence from witnesses across academia, law, industry, and the media. We attended to hear the latest insights on AI. But also the potential recommendations which for the government when the committee reports early next year.

There were concerns from almost every group presenting to the committee. Mainly around how AI will impact the UK’s workforce. Witnesses expressed worry about the growing number of industries in which jobs could be threatened. Suggestions made included incentivising employees to retain in future technologies and preparing the next generation for an AI-enabled world of work.

The Financial Times Employment Correspondent, Sarah O’Connor, told the committee how AI could drastically improve the UK’s productivity. This continues to lag behind major trading partners such as the US, France and Germany. The ethical implications of growing up in an AI-enabled world were top of mind for witnesses in all fields. None more so than education. Although primary school children, through to university students, will probably learn about the ethical impact of intelligent technology on society.

Michael Wooldridge, Professor of Computer Science at Oxford University, said business must take responsibility for the technology they create. He believes that it is becoming increasingly difficult to track algorithms and understand how they come to conclusions. Similarly, he thinks that developers must be aware of unconscious bias in algorithms. After all, these algorithms are shaping our perspective of the world.

Witnesses before the committee raised a crucial question: if AI does go wrong, who is accountable? Alan Winfield, Professor of Robot Ethics at the University of West England, stated that regulation should enforce a chain of accountability. He feels the owner, not the creator, of the algorithm, is responsible. Moreover, he feels these algorithms should be held to the same standard as physical products. They must be subject to rigorous testing and the scrutiny of third party agencies.

For other witnesses of the select committee, data privacy was a concern. On the one hand, AI can achieve much in the field of medicine, but without limits, our privacy can be exploited for financial gain. Academics such as Dame Wendy Hall discussed the possibility of treating data as a natural asset. Something that capitalises on the deep mines of information we each create. The likes of Tim Berners-Lee are working on personal databases, which give individuals complete control of their data. While projects like these are still in the pipeline, private organisations must ensure the consent process for data use is better understood by the public. Ultimately, data could champion AI, or see it fail. It depends on how the data is used.

With further evidence sessions to come, we won’t know the extent of the recommendations presented to the government until the report is published in March 2018. We expect the guidance will seek to protect our privacy while ensuring the UK can take advantage of AI progression.

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Our cashless society is affecting the homeless

The number of rough sleepers in the UK is on the rise. The most obvious of places to see this growing problem is in our own capital, which accounts for almost a quarter (23%) of the total number of rough sleepers in the UK (2,659 according to Crisis!)

In London, regardless of whether you’re north, south, east or west, you can see evidence of homelessness on every street corner. Alas, it’s only getting worse.

At the same time, the rest of the city is being engulfed in the realms of technological innovation. For most of us, technology has improved our lives, offering more convenience and instant gratification. Take contactless payments as an example. Many will remember the days of queuing at the station on a Monday morning to buy their travelcard. But then came the Oyster card, which could be topped up online from the comfort of your own home.

Today, Londoners don’t even have to worry about that. They can simply tap their payment device onto the card reader and skip merrily(ish) on their way to work.

Contactless payments have offered us a more convenient way of paying in our day to day lives. However, it’s also leaves many of us short of change. Change which would have once been used to offer warmth on a cold day, but now sits virtually on a plastic bank card, waiting for the next purchase of an extortionately priced chocolate on the way home, or a skinny-soya-mocha-vanilla-latte on your morning break.

Consider this: as you pass the Big Issue man with his lovely big golden retriever on your way into work in the morning, how often do you begin to reach for your purse, only to realise you spent the last of your change a couple of weekends ago? Or, how often do you now honestly (though apologetically) say to a charity collector, “I’ve got no change”, as they shake a bucket under your nose for Comic Relief?

At a guess? More often than not.

Whether we like it or not, contactless payments have completely transformed the way we pay for things. And businesses of all shapes and sizes have had to change and adapt to meet the consumer demand to pay instantly and electronically.

In our cashless society, even the charities have had to adapt to this new consumer habit. Just the other day I noticed my local Cancer Research shop had set up a ‘tap to donate’ in their shop window. With this option, consumers don’t even have to step into the shop to donate. Similarly, volunteers for the Royal British Legion were equipped with contactless readers for poppy donations this autumn.

Such luxuries don’t exist for rough sleepers.

With the nights getting colder, they need all the help they can get to keep warm. So if (like me), you’re one of those Londoners who is constantly without change, perhaps think again when you next pass a cash point. Or, why not volunteer or donate through one of the many charities supporting homeless people? To name a few:

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Reflections on “Top Secret: from ciphers to cyber security”

At NBU we always want to explore how the subject matter of our work relates to the world around us. Technology infiltrates every day in so many ways. From the way we communicate with one another, to the security of our most private information. This week, designer Stephanie Howard visited an exhibition at the Science Museum studying the evolution of encryption, from Enigma to emails.

While commuting into work one day, I saw a compelling exhibition poster: “Top Secret: from cyphers to cybersecurity”. The development of code systems and their functions intrigues me. So, I went along to find out more.

Breaking the code

Sponsored by the Government Communications HQ, the exhibition coincides with its 100th anniversary. It features unseen artefacts from the Science Museum Group and GCHQ’s historic collections. It paints a fascinating picture of the timeline of cyphers. The exhibition starts in the trenches of the First World War, with a variety of gadgets and devices used to conceal sensitive messages. It’s fascinating to see how these developed in the lead-up to World War Two.

The “Enigma machine” is particularly intriguing. It looks like a high-tech typewriter, but is best known as the greatest encryption device in history! Every single piece of information that went through the machine was encrypted to create a German Nazi code. To decipher the code you needed to know the settings of the machine.

There were a staggering 159,000,000 possible setting combinations. Alan Turing, who worked at the Government Code and Cipher School in Bletchley Park, cracked the Enigma code in 1941. Turing used various techniques and a machine called “The Bombe” to run mathematical calculations. These calculations enabled him to find a flaw in the Enigma system. He cracked the code. It was a defining moment of the War. The exhibition also showcased original intercepted German messages, which provided the Allies with vital information, giving them a huge advantage over their enemies.

The digital age

Then, as you journey through the exhibition you arrive in the modern “digital age”. This section explores our relationship with smart devices and the potential for data misuse. In this section of the exhibition, I also found a fascinating and scary exhibit by artist Christopher Baker. He wanted to make a statement about how much personal data we give away online. To illustrate this, he programmed 10 printer tickets to search Twitter for tweets containing grrr, meh, oooo, ewwww, and argh. Printed in real-time, the tweets mounted into a huge tangled mound of paper in front of me. It’s a stark reminder of just how much data we give away.

Key Takeaways

As I left the exhibition, I was left amazed at how far technology has advanced and how society has evolved from sharing hardly any personal information to giving it away – often freely. Fascinating.

The exhibition was an eye-opener and made me think about my online interactions and the data I share. I highly recommend checking it out for yourself. It’s free and on until February 2020. However, you’ll need to book. For more information click here.