Vodafone appoints Anne Stilling as global brand and media boss- Tempemail – Blog – 10 minute

Vodafone has promoted Anne Stilling to global director of brand and media, filling the role left vacant by Sara Martins de Oliveira.
Having spearheaded the brand’s move towards an in-house digital media model, Oliveira left Vodafone in 2019 due to a family relocation.
Tempemail understands that Stilling has now taken on the top marketing role and will be based in the UK.
Vodafone did not comment on the news.
Stilling is a Vodafone veteran, having steered the telecoms giant’s brand and media strategy in the German market since 2009. Before joining the business, she cut her teeth in FMCG marketing at Kraft, overseeing brands such as Jacobs Coffee, Coffee Hag, Coffee Onko, Kaba and Kraft Lunchables.
The exec’s appointment comes amid a period of change for the brand’s marketing department, which has been experimenting with in-housing and working with agencies in a more “flexible” way.
After backtracking on an initial plan to in-house digital media buying, Oliveira took the leap in summer 2018. Since then, Vodafone has built internal teams which now serve 11 of its 25 markets. Biddable media, including search and social, is now run within the company’s own walls.
Stilling’s predecessor also switched up Vodafone’s agency roster before her departure, appointing Dentsu Aegis’ Carat to handle the remainder of its $400m media operations.
Oliveira then brought Anomaly on board as the firm’s global creative agency, tasking the shop with ensuring Vodafone’s global work had a positive and social impact.
In the UK, the brand continues to work with WPP’s Team Red led out of Ogilvy.
Speaking at Tempemail’s 2020 Predictions event earlier this month, Maria Koutsoudakis, Vodafone’s UK brand and marketing director, said the group’s (ongoing) in-housing journey had led to a more “blended” way of working between its own talent and that of its creative and media agencies.
“We’ve built flexibility into the model, but we’ve only been able to do that because WPP has our commitment,” she said.
“If you don’t have that commitment with your agency, then everything is based on the last transaction, then it’s really hard to ebb and flow. But having that broader commitment [has allowed] us to create that bespoke team that we need in Vodafone depending on the job to be done.”

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David Balfour appointed vice chairman at Tribe Global- Tempemail – Blog – 10 minute

David Balfour has been appointed vice chairman at Tribe Global, where he has been brought on to spearhead the network’s initiatives across 2020.
In his new role, Balfour will primarily manage the ever-growing Tribe Global partnerships, liaising with teams across the globe to support the network’s growth strategy and diversity ambitions across both existing and emerging markets.
Of this, he says: “Dubai’s Expo 2020 offers us the perfect opportunity to bring together all our member agencies and business partners for our annual Tribe Global meeting and TribeOPEN event. This provides us with a great platform for disruptive and innovative thinking, paving the way for an exciting future for our network”.
Balfour has over 20 years of creative experience, with a track record of success across brand strategy, experiential marketing and content creation. Having started Lightblue, his own agency in Dubai 12 years ago, he has led it through exponential cross-industry growth, namely; sport and entertainment, beauty and luxury, automotive and financial services.
Prior to this role, Balfour was a pivotal member of Tribe Global for the past five years.
Tribe Global managing director, Ian Wright, says: “David has been a great addition to the board, bringing fresh thinking and new insights to our discussions. David also runs the fantastically successful Lightblue, that is creating some of the most talked about experiential marketing in the world.”
The appointment comes shortly following the announcement of Lightblue’s first international office in the city of Los Angeles, California USA.

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NTT launches new Global Data Centers division- Tempemail – Blog – 10 minute

NTT today announced the launch of its new Global Data Centers division, which incorporates e-shelter, Gyron, Netmagic, NTT Indonesia Nexcenter, RagingWire and other data center companies that formerly sat under the NTT Communications brand. This division operates one of the largest data center platforms in the world, now with over 160 data centers spanning more than 20 countries and regions, and providing NTT Group clients and partners with access to a powerful digital ecosystem with global reach and local expertise.
“We understand the core challenges our clients grapple with today as they move along the road of digital transformation,” said Ryuichi Matsuo, Executive Vice President for NTT Ltd.’s Global Data Centers division. “Having one data center partner covering their global requirements makes it easier for clients to reach their business objectives, in a time where huge growth in cloud and data usage is creating a growing demand for data center capacity. So, we are bringing together our global data center businesses into one entity, offering a comprehensive end-to-end stack of data center solutions and services to support our clients’ demands.”
Courtney Munroe, Group Vice President of Global Telecommunications Research at IDC, commented: “NTT Ltd.’s launch of its newly consolidated Global Data Centers division will provide a competitive boost to the entity. NTT Ltd. is one of the largest global providers, and it is perhaps the world’s leading data center provider outside North America, with an industry leading presence in key metro markets around the world. NTT Ltd. also has class-leading expertise in cutting edge cooling and customizable data center technologies. Most importantly, NTT Ltd. brings a unique blend of end-to-end full stack capabilities, including networking and carrier network interconnection, hybrid cloud capabilities and lifecycle management services. NTT Ltd. is ideally positioned to serve global hyperscale entities, as well as enterprises seeking a comprehensive one-stop solution.”
Clients will have access to full-stack technology solutions (from data center and network infrastructure to applications) and full-lifecycle services (from consultancy to fit-out services to ongoing management) with end-to-end managed services. NTT Ltd. has vast expertise in building technologically advanced data centers with low total cost of ownership (TCO) and high redundancy. NTT Ltd.’s global presence supports and enables end-to-end solutions whilst offering flexibility for clients to balance their critical IT load across various locations.
The new Global Data Centers division, under the leadership of Ryuichi Matsuo, consists of four regions that cover Americas, APAC, EMEA and India. The leaders who will run the regional data center affiliate companies are Doug Adams (Americas), Takahiro Nagata (APAC), Florian Winkler (EMEA) and Sharad Sanghi (India). The global function leadership team members are Takahiro Wada (Business Management), Kevin Dalton (Construction and Engineering), Kei Ito (Data Center Asset co.), Adam Tamburini (Hyperscale Sales), Bob Woolley (Operations), Naoyuki Inoue (Product Management), Junichiro Akanuma (Retail Sales), John Eland (Strategy and Corporate Development) and Masayuki Inoue (System Development).
“The launch of Global Data Centers division of NTT Ltd. in India, is a great honour for us, as this gives an added advantage to our data centers – becoming the new benchmark for the industry in India,” said Sharad Sanghi, CEO – Global Data Centers and Cloud Infrastructure (India) of NTT Ltd. “This reinforces our commitment to our hyperscaler and enterprise customers with an integrated approach to hosted infrastructure, connectivity, security and managed support – helping them derive greater value while delivering business outcomes.”
In the U.S., the global data centers platform has operations in key markets such as Ashburn (VA), Sacramento (CA) and Dallas (TX), with expansion plans already in place for Silicon Valley (CA), Chicago (IL) and Hillsboro (OR). In APAC, the platform locations include Tokyo, Osaka, Hong Kong, Singapore, Cyberjaya, Bangkok and Jakarta. In EMEA, locations include London, Amsterdam, Frankfurt, Berlin, Munich, Vienna, Zurich, Madrid, and Johannesburg. In India, NTT Ltd. has significant data center operations in Mumbai, Bangalore, Noida, and Chennai.
The global data centers platform of NTT Ltd. features efficient, mission-critical power and cooling to maximize performance and minimize costs. Customizable space configurations and reliable, carrier-neutral connectivity, including integration with hybrid or multi-cloud, are standard. Customers are supported 24x7x365 by highly-trained, in-house staff experts in operations, facilities management, security, and shipping and receiving.

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‘Truly horrific’ photos of starving lions at Sudan zoo prompt global outcry- Tempemail – Blog – 10 minute

Photos of malnourished and dying lions at a zoo in Sudan have sparked global backlash and a growing online campaign to save the animals.
The five African lions were found in an emaciated state by activist Osman Salih in Khartoum’s Al-Qureshi Park.
He posted the photos on Facebook, saying the sight of the sickly big cats “made my blood boil” and started the hashtag #SudanAnimalRescue to raise awareness and seek help.

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“We have contacted the park administration and they indicated to us that the wildlife police are responsible for these animals and their care and cleanliness and that they were constantly preparing their food but stopped for a while,” wrote Mr Salih.
“The park holds the wildlife police directly responsible for the deteriorating conditions of the lions, and stated that the income of the park for a month is not enough to feed one lion for a week.”
Park officials also blamed the country’s economic crisis for the lion’s poor conditions and said the felines had gone for weeks without adequate food or medication.

Five African lions were found in an emaciated state (AFP via Getty Images)

The dramatic photos, in which one of the lions’ spines can be clearly seen under its skin, drew anger from social media users, who called the conditions “truly horrific” and “unacceptable”.
“That’s disgusting. People responsible for these animals need locking up and left to starve themselves,” said one person.
Another said: “This is just sad and appalling. Something needs to be done immediately and the persons responsible held accountable. At the very least FIRED.”
According to Mr Salih, veterinarians visited the zoo after his plea for help went viral to assess, feed and medicate the lions wherever possible.

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Some of the lions are believed to have lost almost two-thirds of their body weight and at least two were sick. One of the sick female lions died on Monday, confirmed park officials to AFP.
Brigadier Essamelddine Hajjar, a manager at the park, said: “One of the two sick lionesses died today… Yesterday the doctor gave the two some medicines after which they were given food.
“One recovered but the other died. We are diagnosing the cause of death.”

On Monday, Mr Salih said despite the death, there was still positive news as fresh meat was donated or secured from nearby factories and slaughterhouses for the lions.

He added that animal rescue organisation FOUR PAWS International was willing to get involved to help the lions’ dire situation.
“Best news of the day was the willingness of FOUR PAWS International to send an emergency rescue to rehabilitate the animals not only at [Qureshi] zoo but other parks in Sudan as well as train staff at wildlife authority,” he wrote in a post.

Sick and malnourished lioness sleeps in its cage in Sudan (AFP via Getty Images)

However, Martin Bauer, a spokesperson for FOUR PAWS International told The Independent: “FOUR PAWS is aware of the terrible situation of the suffering lions in Sudan.

“At the moment we are closely monitoring the situation and working hard to get access to the zoo. However, we cannot confirm a rescue mission at this stage.
“We are working hard on a solution,” he added.
It is not known how many African lions are in Sudan, but the species are classified as a “vulnerable” species” by the International Union for Conservation of Nature.
It is thought only 20,000 are left in the wild after their population numbers plummeted by 43 percent between 1993 and 2014.
Sudan’s worsening economic crisis, with soaring food prices and a foreign currency shortage, triggered unrest throughout the country as its civilians struggle to get by.

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Apple’s Cook says global corporate tax system must be overhauled – Finance- Tempemail – Blog – 10 minute

Everyone knows that the global corporate tax system needs to be overhauled, Apple chief executive Tim Cook said on Monday, backing changes to global rules that are currently under consideration.
The growth of internet giants such as Apple has pushed international tax rules to the limit, prompting the Organisation for Economic Cooperation and Development (OECD) to pursue global reforms over where multinational firms should be taxed.
The reforms being examined centre around the booking of profits by multinational firms in low-tax countries such as Ireland where they have bases – and where Cook was speaking on Monday – rather than where most of their customers are.
“I think logically everybody knows it needs to be rehauled, I would certainly be the last person to say that the current system or the past system was the perfect system. I’m hopeful and optimistic that they (the OECD) will find something,” Cook said.
“It’s very complex to know how to tax a multinational… We desperately want it to be fair,” the Apple CEO added after receiving an inaugural award from the Irish state agency responsible for attracting foreign companies recognising the contribution of multinationals in the country.
Apple is one of Ireland’s largest multinational employers with 6,000 workers and both it and the Irish government have gone to court to fight a European Union order that Apple must pay 13 billion euros (A$21 billion) in back taxes to Dublin.
The appeal to the EU’s second-highest court began in September and could run for years. Cook said Apple’s belief that “law should not retrofitted” was at the heart of the case and that the company had great faith in the justice system.
Apple’s commitment to Ireland, which became its first European operation in 1980, was “unshakable”, Cook said.
The Apple chief executive also said that more regulation was needed in the area of privacy and must go further than the 2018 European General Data Protection Regulation (GDPR) privacy laws that handed regulators there significantly more powers.
“I think more regulation is needed in this area, it is probably strange for a business person to be talking about regulation but it has become apparent that companies will not self-police in this area,” he said.
“We were one of the first to endorse GDPR, we think it is overall extremely good, not only for Europe. We think it’s necessary but not sufficient. You have to go further and that further is required to get privacy back to where it should be.”

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Accenture Interactive global CEO Brian Whipple to guest edit Tempemail tech for good issue- Tempemail – Blog – 10 minute

Accenture Interactive group chief executive Brian Whipple is to guest edit the April edition of Tempemail magazine to explore how brands can use tech to make a difference.
Whipple, who is the boss of the agency network that owns the likes of Rothco, The Monkeys, Droga5 and Karmarama and more, will guide Tempemail editorial team on features and interviews with individuals and companies he thinks drives positive change.
“I’m excited about the opportunity to shine a light on something I feel passionately about – the need for purpose-fueled innovation to make lives better, more productive and more meaningful,” explained Whipple of his theme for the magazine.
“I’m frustrated by how much time, effort and capital investment is being channelled into so-called ‘innovations’ that do little to advance or improve society. We, as an industry, have the creativity and technology chops to inspire and improve our world. We are poised at a precipice and it’s up to us to seize the moment by rallying together to innovate with more purpose.”
Stephen Lepitak, editor of Tempemail, added: “I’m pleased Brian has agreed to steer an issue of our monthly magazine as he is someone with a strong belief, as we do, that marketing can change the world and I cannot wait to see what we produce as a result of working with him and the team at Accenture Interactive.”
The issue of the magazine will also be distributed at Austin during SXSW where Tempemail will once again be hosting a number of events at its pop-up pub Tempemail Arms.
More detail on Tempemail’s plans for SXSW can be round on the online calendar while the magazine will be available for purchase next month, while annual subscriptions can be taken now.
Hear Brian Whipple offer his views on his leadership style as part of our Leadership Lessons podcast.

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Confessions of an accidental influencer | Global- Tempemail – Blog – 10 minute

“Bella, I know it’s not the point, but where is your jumper from?” This was a reply to a post I put up on Instagram about the horrors of antidepressant withdrawal. I respond with the details, mildly flattered, but slightly despairing. After decades of not talking about my mental health issues, I started an Instagram account (@mackie_bella) hoping to talk more honestly about them, but maybe when everyone has their own struggles they don’t want to be burdened with yours. Why would you want to watch someone else moan on the morning commute when you could gaze at a lovely fluffy jumper to cheer yourself up? I would choose the jumper myself most days.
I have become somewhat well followed on Instagram at a time when the platform is being hugely criticised. Social media influencers are widely scorned for showing off unattainable lifestyles, promoting irresponsible products, such as slimming teas, and being disingenuous about what’s real and what’s staged for effect. Websites have sprung up where those who are fed up with the polished images can call them out, sometimes brutally.
Like everyone else who uses social media, I have a complicated relationship with it. It’s become common to complain about our online spaces, we all try to articulate the myriad ways in which we find it draining, toxic and unnatural. We scroll and swipe and get angry with ourselves for wasting time staring down at our phones when we could be doing something worthwhile. But, equally, social media is now one of the main ways people communicate with each other in the modern world. To ignore it is to miss out.

Four-legged friends: ‘At first my husband Greg (who is very funny online) directed people to my sparse new account.’ Photograph: @bellamackie
Most will vaguely recognise the term “influencer”, which, roughly, describes a person who uses social media to promote a lifestyle or aesthetic. In other words, someone who tells others what stuff they should buy. Like a lot of people, I’ve felt uneasy about this growing phenomenon. Impossibly pretty (and usually white) women giving you a tiny glimpse of their carefully curated lives while simultaneously offering you 15% off the boots they’re wearing. It’s an exercise in aspiration – buy these boots and be happy like me.
Despite my unease, I have acquired 130,000 followers on Instagram, so now I’m trying to walk a line between flogging teeth-whitening kits and using the platform solely to preach about mental health. Can you be an influencer and not become a bit of a monster? The line between the two seems fairly direct.
I really love Instagram. I loved it from the moment I signed up – a place to show off photos that meant something to me. A gallery of my life, but with strictly controlled privacy settings. After a rough experience with a stalker, I didn’t understand those who felt comfortable showing off their lives to strangers.
All of that changed when my first book, Jog On, a memoir about mental illness, was about to be published. It was suggested that I create an account to share book news, so I duly did, thinking it would be a temporary space to throw promo into the world before retreating back to my private account.
Except, and I should have known this, you have no idea what will happen on social media. My husband Greg James (a presenter on Radio 1) directed people to my sparse new account. Suddenly I had a few thousand followers – and the book wasn’t even out for another fortnight. Those numbers have continued to rise over the past year and I’ve come to realise how Instagram could become a full time occupation.

Mirror, mirror: ‘I constantly wonder how authentic I’m being.’ Photograph: @bellamackie
People make millions from influencing. It’s a job now; you can’t hold back that tide. But while there are a million posts to roll your eyes at, I’ve learned that there are wonderful communities, too. So many people use social media to promote specific causes or to grow their interests. Politicians bypass traditional media and go to Instagram to speak directly to their supporters – Alexandria Ocasio-Cortez, for example, has 4m followers.
I wasn’t using social media to run for office. Neither was I part of Gen Z, who’ve grown up online, and are savvy about the worth of their “personal brand”. I fell into this by accident, which might well be the best way to do it. Along the way, here’s a few things I’ve learned.
It will envelop you unless you’re careful
Spend too much time on social media and you enter a weird realm where you’re speaking to strangers more than your actual friends. Within a week of the book coming out, thousands of people had got in touch to talk to me about their own experiences. They wanted to tell me their own stories of panic, sexual assault, grief and pain. I responded to every one, trying to show sympathy and support. I felt an enormous weight of responsibility when a new message pinged up on my screen. How could I ignore a person sharing their biggest problems? And this made my own mental health plummet. Instead of celebrating the book’s release, I spent most of my time crying, trying to push back against an onslaught of intrusive thoughts and a looming sense of doom.
But it’s no use having a public Instagram account and choosing not to engage with the people who follow you. The internet has demolished any lingering notion that you can create something, release it into the world and walk away. The trick is knowing where to draw the line, so that you can maintain your own equilibrium.
Boundaries on social media don’t exist. I will talk to as many people as possible about mental health (it’s usually hundreds a week). But I can’t answer people who need relationship advice, and won’t answer those who ask me whether I’m going to have children. I shouldn’t have to tell you where to find the perfect profiterole when Google exists. It might all be coming from a good place, but the internet makes people feel entitled to ask the most personal of questions, and it can get overwhelming.
It always comes back to numbers
Instagram has always been ruled by the number of likes a photo amasses. I’ve learned that I cannot control what people want to look at. My plan was to post mental health information only. But I once posted a photo of myself clad in bright colours, explaining that, when in a hole, I try to dress in a hopeful way. It was an attempt at conveying that I was feeling very anxious and was worried about appearing vain or vapid. And indeed one person told me off for using my account in the “wrong” way and promptly unfollowed me. But otherwise, the reaction was fairly positive.
I described my approach to dressing as “always be jazzy”, and added the abbreviation ABJ. Things take on a life of their own on social media. I now get sent photos from women who have bought leopard print shoes or sequinned headbands, asking me if they’re ABJ enough. It’s ludicrous. But the idea that I might have made a few people feel more confident is a lovely thing. Even if it means that posts about my clothes will always trump anything I put up about politics. Like I said, sometimes you just want to see a fluffy jumper.
You can build a community around anything
When I started my account I made the decision not to follow anyone who might make me feel bad about myself. So I followed runners, farmers, mental health experts and book obsessives. I muted all suggestions on the homepage for accounts that showed off impossibly perfect people or lifestyles. And in that spirit, I think hard about whether I’m being too glossy myself.
Clinical psychologist Dr Emma Hepburn, who posts under the handle @thepsychologymum, is smart about this. “It’s important to recognise whether what you are consuming is having a positive or negative influence on you,” she says, “and you need to actively manage this if it is having a detrimental impact. For example, limiting time on social media, or taking control of the types of account or content you are viewing, and ensuring any advice you are following is provided by someone who’s actually qualified to give it.”
Unto those that have, more shall be given
I once mentioned that I keep oatcakes in my purse in case I get anxious and I got sent a Brexit-stockpile worth of them. I posted a photo of my lawn and was offered a free mower. I’ve been asked to go to the launch of a new soap, offered a portrait of my dog. One company tried to get me to accept a free ear piercing if I filmed it live. Very much opening-of-an-envelope stuff, but some people must accept it. While it feels nice initially to be offered free things, everything is a quid pro quo. Accept a complimentary thong made of gummy bears and the expectation is that you’ll post a photo of your arse in it. The quid isn’t normally worth the quo.
I’ve accepted one paid-for posting in the year I’ve been using the account. It was a dilemma, even though it was for a store I’ve loved for years. Maybe it knocks me off my high horse a bit to accept the influencer dollar. Perhaps if I had a full time job I’d never have considered it, but I’m a freelancer and paid irregularly. I ended up being at ease with it since it allowed me to spend time writing about mental health on Instagram without feeling horrendously guilty that it was eating into time spent doing paid work. We live at a time when being self-employed is on the rise, and I find it hard to understand the level of animosity directed at women who earn money on social media. Again, there’s always a line. I’ve seen people promote products they’d never use, and that disconnect ends up showing. You see a celebrity gushing about cheap sunglasses and begin to wonder about their intentions. Which brings me neatly to my next point…
None of it is completely real
The search for authenticity on social media is constant, but futile. After years of heavily curated feeds and aspirational content, there is now a trend where popular women on Instagram (52% of users are female) take off their makeup and confess that their previous photos were all just a veneer. But then, as New Yorker writer Jia Tolentino noted in her book Trick Mirror, such a woman “will take a week long break and then, almost always, she will go on exactly as before”. The act will inevitably be called brave by some who don’t realise that this show of authenticity is no more real than the previous images.
I constantly wonder how authentic I’m being, how much of my real self I’m showing. I’m more cynical in real life than I am on Instagram, and definitely not as outgoing. I don’t post photos of my family or friends. Does that make me fraudulent, or is it impossible to really be yourself through a filter? And equally, why should you try to be the most accurate version of yourself for a bunch of strangers? The disconnect shouldn’t be jarring, but you’re entitled to hold some of yourself back, or enjoy being bolder online than you might be usually. Not everything that can be shown needs to be.
People want to be nice
The most surprising thing I’ve found from a year of minor Instagram popularity is that people can be wonderful online. I’m well aware this isn’t the case for everyone, but it gives me hope that the relatively new world of influencers might be a more positive place than people fear. I’ve spoken to thousands of people I’d never have encountered, talking about mental illness, getting and giving tips for when anxiety ramps up. I’ve had people send me recipes, poetry and in one case, a glittery bowtie for my dog. The best books I read last year were ones I found through Instagram. In return, I’ve sent strangers books, signposted articles I think are important, spent hours talking to people with anxiety, and highlighted campaigns that need more attention.
It’s a choice whether to entertain or exploit. I’ve enjoyed learning what feels good and what feels grubby. Sometimes I’ve tipped into shallow waters with fashion posts, then spent days talking about sexual harassment. Despite finding it tricky to walk the line I’ve set, it’s made me more confident about my voice. I’ll happily talk about my own intrusive thoughts on live video, but a few years ago I couldn’t have told my mum about them. I often feel vain and silly fiddling about online, and I’ve had sneery comments from acquaintances about it. I understand that reaction – the narcissism of Instagram can’t be denied. But when someone tells me that a mental health post made them finally seek help, I think I’m doing something worthwhile. My private account has been neglected for months. The audience I have might get bored and move on, or I might retreat from it one day. But for now, I’m enjoying the absurdity of it all, the lovely nonsense. Hopefully, as long as I remember that, I won’t become too monstrous in the process.
Order a copy of Bella Mackie’s book Jog On (Harper Collins, £8.99) from guardianbookshop.com for £7.91

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How tech giant ABB changed its perception in the global food & drink industry- Tempemail – Blog – 10 minute

Agency Inc won in the ‘B2C Integrated’ category at Tempemail Marketing Awards 2019 with its ‘Talk To US’ campaign for ABB Food & Beverage. With the 2020 awards now open for entries, the agency reveals the challenges faced and the strategies used to deliver this successful project.
The challenge
ABB is a pioneering global technology leader, working mainly in the utility, industry, transportation and infrastructure sectors. You may not have heard of them, but, chances are that you have used their products directly or indirectly.
ABB wanted to become a global leader in the Food & Beverage (F&B) sector. But its reputation was a problem. F&B manufacturers saw ABB more as a supplier to heavy industry. As a result, ABB’s brand recognition in this sector was relatively low.
The overall aims and objectives for the campaign were:
● Consistent, distinct, unified communications to the F&B sector;
● Make the ABB brand more relevant and appealing to F&B manufacturers.
Robert Glass, ABB Global Food & Beverage communications manager, told us: “We want to be the first company F&B manufacturers think of when they need automation or powersolutions.”
The strategy
ABB is a massive company. It operates in hundreds of product and service categories in over 100 countries. This led to fragmented and inconsistent communications to F&B manufacturers. Rather than speaking with one voice, ABB spoke with multiple voices that emphasized different things.
In addition, ABB wasn’t speaking to the challenges of F&B manufacturers. So what were those challenges exactly?
To get the scoop, we combined desk research, a competitor content audit, and primary phone interviews with ABB sales and key account managers from across the globe. From this research, we discovered that the common challenges for F&B manufacturing plants centred around:
o Digital transformation;
o Sustainability and traceability;
o Food safety;
o Energy efficiency;
o Reliability and quality.
These insights became our starting point for the re-positioning effort. We decided to change the perception of ABB from being a mere supplier, to a trusted partner. Our research told us what ABB needed to talk about. But how could we get F&B manufacturers to see ABB as a knowledgeable consultant in these areas?
The answer lay in ABB’s reputation as a global industry giant. What had previously been a perceived weakness – ABB as a heavy industry player – now became a strength. It gave us the basis for making the case that ABB’s huge portfolio and expertise can meet any F&B challenge.
The message was simple: whatever F&B manufacturers need, ABB can help them find the right solution “from power to palletizing”.
Once we had clarity on the positioning, the proposition became clear: “ABB is the technology partner that will power, automate and digitalise your future”.

The campaign
We created a tagline that also functions as a call to action: ‘Talk to us’.
This aligns perfectly with ABB’s new position as a trusted consultant. And it invites customers to begin the conversation with ABB and find a solution that’s right for them.
The tagline worked nicely with a series of six headlines, each one speaking to a specific F&B challenge:
o A plant of infinite possibilities. Talk to us.
o A plant that connects to everything. Talk to us.
o A plant that is truly sustainable. Talk to us.
o A plant that maximises reliability. Talk to us.
o A plant that safeguards product integrity. Talk to us.
o A plant that creates certainty. Talk to us.
This messaging set us on the way to increasing ABB’s brand recognition in the F&B sector. It created a distinct sound in this space. Now we needed to create a distinct look.
In a sector where marketing materials are filled with photographs of F&B plants, we did something different. Using 3D modelling, we worked from scratch to create six bespoke hero images. For each visual, a conveyor belt in the shape of a recognisable symbol helped get the message across quickly (e.g. a cloud for connectivity, a recycling symbol for sustainability). This meant that we could visualise the solutions that ABB provides and map them onto the specific F&B challenges that we identified in our research.
The advantage of the 3D visuals is that they were so adaptable. We were able to use them as bold, clear, memorable static images. And we could also use them as visually stunning animations, which we used for the concept film, social, and digital ads.
We used an integrated channel mix for the campaign, including:
● video content;
● direct digital touchpoints;
● social;
● events;
● internal and external print collateral;
● PR and trade partner placements.
We knew that the many ABB teams across the world needed to buy into the campaign if it was going to be successful in the long term. So we provided ABB with a set of campaign guidelines and a communication plan.
These materials took ABB employees into the strategic heart of the campaign. We explained the rationale for everything – from the tagline, to the hero visuals, to the specific assets – and explained exactly how they could be used in their own marketing efforts to ensure consistency in all of ABB’s F&B communications.
The results
We launched the campaign and F&B customers ate it up. It smashed all the targets set. There was double digit growth across the business and sales targets were beaten worldwide.
“Agency Inc just kicks ass. Their approach to client understanding combined with their creative machinery is really what has set them apart from the other agencies I’ve worked with. They make my life easier, and they do this with their professionally guided processes, fresh creative, and good old fashioned belief in keeping the customer happy. The results speak for themselves.” – Robert Glass, ABB Global Food & Beverage communications manager
The project as a winner at Tempemail Marketing Awards 2019. To enter or find out more about 2020’s event, click here.

Tempemail , Tempmail Temp email addressess (10 minutes emails)– When you want to create account on some forum or social media, like Facebook, Reddit, Twitter, TikTok you have to enter information about your e-mail box to get an activation link. Unfortunately, after registration, this social media sends you dozens of messages with useless information, which you are not interested in. To avoid that, visit this Temp mail generator: tempemail.co and you will have a Temp mail disposable address and end up on a bunch of spam lists. This email will expire after 10 minute so you can call this Temp mail 10 minute email. Our service is free! Let’s enjoy!

Under Armour turns to podcasts and long-form content in bid to ‘re-center’ global brand- Tempemail – Blog – 10 minute

After years of pushing its products and tech, Under Armour is re-investing in its central brand with a new global platform and its first foray into podcasting.
Its latest campaign, ‘The Only Way is Through’, aims to realign the sports label as one that truly understands athletes’ drive to push limits – to break “through” pain and mental barriers.
It features a wide array of star athletes, including basketball MVP Stephen Curry, swimming legend Michael Phelps and volleyball world champion Zhu Ting, who star in a fast-cut hero film that places them all in their natural, blood-pumping environments.
It was created in-house under chief marketing officer Alessandro de Pestel and vice-president of global brand creative, Brian Boring.
Boring said it was important for this campaign to be built internally, given it is not just a seasonal initiative. The in-house agency, which he dubbed a “muscle” that is growing again after leaning on various agencies for the past decade, was tasked with “re-centering” the brand around an emotional focal point.
This led to the creation of an entirely new global platform.
“In the last few years we’ve thrown a lot of different campaigns out there and we’re thrown a lot of different messaging out into the marketplace,” said Boring. “A lot of it was product focused and a lot of it was category focused, and we didn’t really have one centralized theme that all of our athletes and out brand could rally around.
“That’s something we’d done really well in the past and we wanted to get back to that. We wanted to make sure we had one central idea that all of our storytelling could ladder off of and just get back to what makes us really strong.”

This regrouping comes at a salient time for the business. Former chief operating officer Patrik Frisk was named chief executive on 1 January after incumbent Kevin Plank stepped back into the role of chairman and brand chief.
The announcement of the C-suite reshuffle came on Under Armour’s Q3 2019 results, which – despite beating guidance – caused stocks to dip. The earnings led Yahoo to dub the company ‘a brand in crisis’, while a number of commentators took the 4% drop in North America revenues as a sign the brand was struggling to compete with the likes of Nike and Adidas.
So now, the company is taking its commitment to high performance athletes and placing it front and center of its campaigns, rather than letting its technical innovations and fashion trends take the spotlight. Other brands, he believes, “are not as dedicated” to this kind of consumer.
This strategy will be supported by a “360-degree approach to marketing”, said Frisk.
“We’ll go and market ourselves across every channel that we need to market ourselves across to make sure that we’re increasing consideration with the consumer,” he told investors in November.
“It will be a holistic approach to both upper-funnel marketing and also sports moments marketing, where you’ll see Under Armour show up where our athletes show up.”

Under Armour has put significant investment behind ‘The Only Way is Through’, flying teams around the globe to capture its roster of athletes in their natural environments and cashing out on a wide-ranging media plan.
Alongside out-of-home and OTT streaming buys, the brand is trialing new formats in order to get consumers engaging deeper with its athletes and – consequently – the brand. It’s launching its first podcast with iHeartRadio, which will act as a platform for elite athletes to tell stories of their training success.
The series, which will launch as an eight-parter, will be hosted by the lauded intererviewer Call Fussman. Boring hopes the format will offer up a “captive audience” and allow the brand to experiment with long-form storytelling for the first time.
Similarly, Under Armour has brokered a deal with The Players’ Tribune, where the brand’s stars will write about their experiences in sport. It’s also ramping up its investment in experiential in order to give consumers better access to its athletes, trainers, grassroots and collegiate partners.
“And we’re doing some unique, longer format storytelling through YouTube,” said Boring.
“So, we have many different formats and lots of different content. It’s going to sustain throughout the year – it’s big, it’s powerful and we’re really excited about it.”

Tempemail , Tempmail Temp email addressess (10 minutes emails)– When you want to create account on some forum or social media, like Facebook, Reddit, Twitter, TikTok you have to enter information about your e-mail box to get an activation link. Unfortunately, after registration, this social media sends you dozens of messages with useless information, which you are not interested in. To avoid that, visit this Temp mail generator: tempemail.co and you will have a Temp mail disposable address and end up on a bunch of spam lists. This email will expire after 10 minute so you can call this Temp mail 10 minute email. Our service is free! Let’s enjoy!

Tempemail Awards finalists to receive global coverage- Tempemail – Blog – 10 minute

Case studies provide a benchmark of the amazing and innovative work that the advertising and marketing industries are producing each year. With over 20 global competitions, Tempemail Awards receives thousands of amazing case studies each year from brands and agencies looking to outdo the competition and take home the coveted Drum gong.
That is why we want to shout out to the world the best practices, companies and people within our industry. Tempemail Awards is introducing a new way to submit your application, a judge’s eyes-only version, and the option for public viewing, which we will publish on TheDrum.com to the sum of a million-plus unique readers who view the site each month.
Lynn Lester, managing director of Tempemail Live Events, said “Our mission with all our award shows is to make our winners famous and to offer ways in which our readers can make better decisions. Whilst we actively promote the results of the shows, we were conscious that there was so much more we could be doing with the actual case studies that people enter.
“We’ve recently started promoting some of them but after the awards were over, it was proving difficult trying to get hold of the info from entrants. That’s why we have decided to give entrants the opportunity to upload a public version of their reports at the beginning of the process.”
When uploading your entries, the judge’s version, which they have signed a non-disclosure for, will be private and not made public. For the public version, make sure you take out any sensitive data you don’t want prying eyes to view and we’ll publish shout out about your incredible work and wins.
However, this isn’t just for award winners, we will also publish those entrants who have made the final shortlist. Even if you don’t win, you gain incredible value for your entry which will be amplified through Tempemail’s website and marketing channels.
“Entering an awards show is a big investment of time and money, so we want to make it a no-brainer for people to enter our programme,” said Lester.
“Not only will finalists leverage credibility of being associated with Tempemail brand but now they will instantly receive recognition and profile. For the cost of an entry fee, entrants now stand a good chance of leveraging Tempemail to make their work and people famous.”
Enter Tempemail Awards now and be in with a chance to have your work featured on TheDrum.com.

Tempemail , Tempmail Temp email addressess (10 minutes emails)– When you want to create account on some forum or social media, like Facebook, Reddit, Twitter, TikTok you have to enter information about your e-mail box to get an activation link. Unfortunately, after registration, this social media sends you dozens of messages with useless information, which you are not interested in. To avoid that, visit this Temp mail generator: tempemail.co and you will have a Temp mail disposable address and end up on a bunch of spam lists. This email will expire after 10 minute so you can call this Temp mail 10 minute email. Our service is free! Let’s enjoy!