• This isn't any old newsletter

    Yes, we have headlined some wins and campaigns at the end.

     

    We’ve called it a Gluesletter because in a world of information overload it’s easy for the important issues to get lost. The important stuff needs to stick; it can determine business success.

     

    Our aim is to keep you up to speed with what is on our minds and in our hearts. In other words, what is driving our thinking, ideas and recommendations.

     

    Our hope is it will therefore bring our community – clients, media partners, opinion makers – together around what matters. The ideas we live by!

     

    First up is a COP26-inspired think piece by Electric Glue co-founder Nick Kendall on the tyranny of short-termism.

     

    We hope you find it a compelling read – and that it strikes a chord.

     
    November 2021
  • Need help passing the marshmallow test?

    Nick Kendall offers some tips here on thinking Long in a Short-term world

  •  

    EVERY MONDAY MORNING we sit at our round table and “start the week.”

     

    Our chats always begin with a review of the weekend’s main events - be they personal, political or cultural (often centring, it has to be admitted, on football woes and Netflix chit-chat.)

     

    Inevitably this Monday’s roundtable began with reflections on the world’s own roundtable at COP26… or as The Economist labelled it “COPOUT26.”

     

    We contemplated its failings and reflected on how we had got into such a “fine mess” in the first place.

     

    We revisited a roll-call of the usual villains – oil companies, rich people, the Americans, the Saudis, the UN… SMERSH, SPECTRE etc.

     

    So far, so normal Monday.

     

    Then we got more serious.

     

    The failure, we concluded, was our OWN (mankind’s that is, not Electric Glue’s).

     

    Our failure is a failure of foresight, a failure of empathy (for the future), a failure to imagine the world for our children and their children.

     

    In short, a failure to think LONG in a short-term world.

     

    There is no doubt we now all suffer from the tyranny of the short-term. And not just in marketing!

     

    The challenges we face in business lives are a function of powerful forces in our everyday lives, be they economic (the relentless imperative of quarterly earnings reports) or political (a consciousness of the next election is an ever-present driver of public discourse) or cultural – not least in the world of social media.

     

    Our social platforms feed us with short-term dopamine hits. The clock is the next click.

     

    But, as this last point tends to bear out, the forces of short-termism are, let’s face it, essentially an inherited strand of our psychological make-up as human beings.

     

    As anyone knows who has distracted themselves with “The Marshmallow Test” on YouTube, the human brain is trained by evolution to eat the marshmallow in the hand, rather than wait for the deferred reward of marshmallows later.

     

    So far, so truism, I hear you say.

     

    But the next part of our roundtable chat got us, inevitably, inexorably to the hard part… so, what do we do about it?

     

    In particular – how might Electric Glue help our clients think long-term in a short-term world?

     

    After all the brands we help build are, by definition, “cathedral” projects.

     

    Indeed, the very exercise of brand valuation is rooted in the security (or not) of long-term revenues.

     

    Certainly I have never encountered a brand that was built in a burst, nor even an annual media plan!

     

    And it is a truth not always acknowledged that achieving true effectiveness tends to be a slow process, incremental and cumulative over the long-term.

     

    So, here are the seven ways the EG team have come up with to help us all “think long-term in a short-term world”. Or at least attempt to balance the tyranny of the short-term.

  • Seven Ways to think Long Term in a short-term World

     

    1. We shall pin our clients’ BHAGs to a metaphorical wall so that our every meeting is acted out in the context of that vision.

    2. We will glue ourselves into our clients’ 5 year plans and work out precisely how that translates into hard numbers – revenue, share, penetration, usage, loyalty.

    3. We will agree with clients our single long-view priority metric for the brand.

    4. We will picture precisely and vividly our thinking not only your current audiences (i.e. the last year’s /month’s data) but what your future audiences will look like in 5 years.

    5. We will strive to develop a “media property” that is as powerful as any "creative property." We will strive to make that media property a central part of the brand’s world.

    6. We will work with our media partners to picture the “art of the possible” i.e. what the partnership might deliver as part of the value exchange over the long-term/next five years, as well of course, in the here andnow.

    7. In particular we will engage with the client’s plans across the 3 P bottom line (people, planet, profit) in order to understand wider rules for communication e.g. encouraging sustainable behaviour change, recruiting future like-minded talent, supporting our role in society.)

     

  • ADMITTEDLY, THEY ARE NOT quite as profound as the 10,000 year clock nor the “seven generation thinking” advocated by the Constitution of The Iroquois Nations.

     

    "Look and listen for the welfare of the whole people and have always in view not only the present but also the coming questions, even those whose faces are yet beneath the surface of the grand - the unborn of the future nation.”

     

    But at least instead of just “starting our week” at our Monday round table we have started alonger-term debate.

     

    (By the way we quickly had to rearrange our “start the week” arrangements… after all, the here and now doesn’t stop no matter how hard you try!)

     

    And after the meeting I was inspired to touch base with our longest partner – Iain Kennedy, CMO of Rightmove, who has interesting views on this sort of topic.

     

    The Rightmove partnership has existed since Electric Glue’s start in 2015. It has borne ample fruit over the seven years. Share of portal time has risen from 74% to 90% (Rightmove annual results) and the share price has risen from £2.15 in January 2015 to over £7 today.

     

    Iain’s perspective on the challenge of how to think long in a short-term world is, as ever, simple.

     

    In the real world, without the long there is no self-sustaining consumer demand andultimately no margin. But without the short, there is no immediate consumption, nor success metrics. It is possible to deliver both, but you need to work with them and hold them in balance. Stop treating these things as an either/or. You need to treat these two impostors just the same. You need to treat them as one.”

     

    Wise words from Iain.

     

    We would love to hear yours…

  • Our latest news

  • Last month Simon Orpin wrote for WARC about how brands can achieve better results with fewer, deeper media partnerships

     

    Read >>>
    Kevin Brown joined Mediatel's Strategy Leaders series with a provocative think-piece on what's next for media
     
    Read >>>
    And Campaign covered our latest win, Emmi's Onken and Caffe Latte brands
     
    Read >>>
  • Views worth glueing into

  • The Good Ancestor by Roman Krznaric

    An eye-opening read of a good book, gifted to us by our good friend Simon Terry, the fifth-generation owner of Anglepoise - a man and a brand on a mission to live the long view...

    More >>>

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    Ash Park Quarterly Letter

    ESG by numbers - a tangible review of the challenge of measuring progress across the 3Ps by an investment company

    Download >>>

    A sentence or two describing this item. Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet.

    The Long Now Foundation Website

    Brian Eno's baby... and the father of the 10,000 year clock. Fascinating...

    Visit >>>

    A sentence or two describing this item. Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet.

    Seven generation thinking

    ... gave birth to a lovely brand as well...

    More >>>

    A sentence or two describing this item. Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet.

    The Art of the Long View

    Peter Schwartz, the father of scenario planning (for Shell - so go figure the irony)

    More >>>

    A sentence or two describing this item. Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet.

    As always, thank you for your support and we hope our Gluesletter was worth your time.

    Do please let us know here. Gluesletter 02 will be out early in 2022!

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Privacy Policy
Last updated: June 08, 2020

This Privacy Policy describes Our policies and procedures on the collection, use and disclosure of Your information when You use the Service and tells You about Your privacy rights and how the law protects You.

We use Your Personal data to provide and improve the Service. By using the Service, You agree to the collection and use of information in accordance with this Privacy Policy. This Privacy Policy has been created with the help of the Privacy Policy Generator.

Interpretation and Definitions
Interpretation
The words of which the initial letter is capitalized have meanings defined under the following conditions. The following definitions shall have the same meaning regardless of whether they appear in singular or in plural.

Definitions
For the purposes of this Privacy Policy:

You means the individual accessing or using the Service, or the company, or other legal entity on behalf of which such individual is accessing or using the Service, as applicable.

Company (referred to as either "the Company", "We", "Us" or "Our" in this Agreement) refers to Electric Glue Limited, 62 Dean St, Soho, London, W1D 4QF.

Affiliate means an entity that controls, is controlled by or is under common control with a party, where "control" means ownership of 50% or more of the shares, equity interest or other securities entitled to vote for election of directors or other managing authority.

Account means a unique account created for You to access our Service or parts of our Service.

Website refers to Electric Glue, accessible from https://www.electricglue.com/

Service refers to the Website.

Country refers to: United Kingdom

Service Provider means any natural or legal person who processes the data on behalf of the Company. It refers to third-party companies or individuals employed by the Company to facilitate the Service, to provide the Service on behalf of the Company, to perform services related to the Service or to assist the Company in analyzing how the Service is used.

Third-party Social Media Service refers to any website or any social network website through which a User can log in or create an account to use the Service.

Personal Data is any information that relates to an identified or identifiable individual.

Cookies are small files that are placed on Your computer, mobile device or any other device by a website, containing the details of Your browsing history on that website among its many uses.

Device means any device that can access the Service such as a computer, a cellphone or a digital tablet.

Usage Data refers to data collected automatically, either generated by the use of the Service or from the Service infrastructure itself (for example, the duration of a page visit).

Collecting and Using Your Personal Data
Types of Data Collected
Personal Data
While using Our Service, We may ask You to provide Us with certain personally identifiable information that can be used to contact or identify You. Personally identifiable information may include, but is not limited to:

Email address

Usage Data

Usage Data
Usage Data is collected automatically when using the Service.

Usage Data may include information such as Your Device's Internet Protocol address (e.g. IP address), browser type, browser version, the pages of our Service that You visit, the time and date of Your visit, the time spent on those pages, unique device identifiers and other diagnostic data.

When You access the Service by or through a mobile device, We may collect certain information automatically, including, but not limited to, the type of mobile device You use, Your mobile device unique ID, the IP address of Your mobile device, Your mobile operating system, the type of mobile Internet browser You use, unique device identifiers and other diagnostic data.

We may also collect information that Your browser sends whenever You visit our Service or when You access the Service by or through a mobile device.

Tracking Technologies and Cookies
We use Cookies and similar tracking technologies to track the activity on Our Service and store certain information. Tracking technologies used are beacons, tags, and scripts to collect and track information and to improve and analyze Our Service.

You can instruct Your browser to refuse all Cookies or to indicate when a Cookie is being sent. However, if You do not accept Cookies, You may not be able to use some parts of our Service.

Cookies can be "Persistent" or "Session" Cookies. Persistent Cookies remain on your personal computer or mobile device when You go offline, while Session Cookies are deleted as soon as You close your web browser. Learn more about cookies: All About Cookies.

We use both session and persistent Cookies for the purposes set out below:

Necessary / Essential Cookies

Type: Session Cookies

Administered by: Us

Purpose: These Cookies are essential to provide You with services available through the Website and to enable You to use some of its features. They help to authenticate users and prevent fraudulent use of user accounts. Without these Cookies, the services that You have asked for cannot be provided, and We only use these Cookies to provide You with those services.

Cookies Policy / Notice Acceptance Cookies

Type: Persistent Cookies

Administered by: Us

Purpose: These Cookies identify if users have accepted the use of cookies on the Website.

Functionality Cookies

Type: Persistent Cookies

Administered by: Us

Purpose: These Cookies allow us to remember choices You make when You use the Website, such as remembering your login details or language preference. The purpose of these Cookies is to provide You with a more personal experience and to avoid You having to re-enter your preferences every time You use the Website.

For more information about the cookies we use and your choices regarding cookies, please visit our Cookies Policy or the Cookies section of our Privacy Policy.

Use of Your Personal Data
The Company may use Personal Data for the following purposes:

To provide and maintain our Service, including to monitor the usage of our Service.
To manage Your Account: to manage Your registration as a user of the Service. The Personal Data You provide can give You access to different functionalities of the Service that are available to You as a registered user.
For the performance of a contract: the development, compliance and undertaking of the purchase contract for the products, items or services You have purchased or of any other contract with Us through the Service.
To contact You: To contact You by email, telephone calls, SMS, or other equivalent forms of electronic communication, such as a mobile application's push notifications regarding updates or informative communications related to the functionalities, products or contracted services, including the security updates, when necessary or reasonable for their implementation.
To provide You with news, special offers and general information about other goods, services and events which we offer that are similar to those that you have already purchased or enquired about unless You have opted not to receive such information.
To manage Your requests: To attend and manage Your requests to Us.
We may share your personal information in the following situations:

With Service Providers: We may share Your personal information with Service Providers to monitor and analyze the use of our Service, to contact You.
For Business transfers: We may share or transfer Your personal information in connection with, or during negotiations of, any merger, sale of Company assets, financing, or acquisition of all or a portion of our business to another company.
With Affiliates: We may share Your information with Our affiliates, in which case we will require those affiliates to honor this Privacy Policy. Affiliates include Our parent company and any other subsidiaries, joint venture partners or other companies that We control or that are under common control with Us.
With Business partners: We may share Your information with Our business partners to offer You certain products, services or promotions.
With other users: when You share personal information or otherwise interact in the public areas with other users, such information may be viewed by all users and may be publicly distributed outside. If You interact with other users or register through a Third-Party Social Media Service, Your contacts on the Third-Party Social Media Service may see Your name, profile, pictures and description of Your activity. Similarly, other users will be able to view descriptions of Your activity, communicate with You and view Your profile.
Retention of Your Personal Data
The Company will retain Your Personal Data only for as long as is necessary for the purposes set out in this Privacy Policy. We will retain and use Your Personal Data to the extent necessary to comply with our legal obligations (for example, if we are required to retain your data to comply with applicable laws), resolve disputes, and enforce our legal agreements and policies.

The Company will also retain Usage Data for internal analysis purposes. Usage Data is generally retained for a shorter period of time, except when this data is used to strengthen the security or to improve the functionality of Our Service, or We are legally obligated to retain this data for longer time periods.

Transfer of Your Personal Data
Your information, including Personal Data, is processed at the Company's operating offices and in any other places where the parties involved in the processing are located. It means that this information may be transferred to — and maintained on — computers located outside of Your state, province, country or other governmental jurisdiction where the data protection laws may differ than those from Your jurisdiction.

Your consent to this Privacy Policy followed by Your submission of such information represents Your agreement to that transfer.

The Company will take all steps reasonably necessary to ensure that Your data is treated securely and in accordance with this Privacy Policy and no transfer of Your Personal Data will take place to an organization or a country unless there are adequate controls in place including the security of Your data and other personal information.

Disclosure of Your Personal Data
Business Transactions
If the Company is involved in a merger, acquisition or asset sale, Your Personal Data may be transferred. We will provide notice before Your Personal Data is transferred and becomes subject to a different Privacy Policy.

Law enforcement
Under certain circumstances, the Company may be required to disclose Your Personal Data if required to do so by law or in response to valid requests by public authorities (e.g. a court or a government agency).

Other legal requirements
The Company may disclose Your Personal Data in the good faith belief that such action is necessary to:

Comply with a legal obligation
Protect and defend the rights or property of the Company
Prevent or investigate possible wrongdoing in connection with the Service
Protect the personal safety of Users of the Service or the public
Protect against legal liability
Security of Your Personal Data
The security of Your Personal Data is important to Us, but remember that no method of transmission over the Internet, or method of electronic storage is 100% secure. While We strive to use commercially acceptable means to protect Your Personal Data, We cannot guarantee its absolute security.

Links to Other Websites
Our Service may contain links to other websites that are not operated by Us. If You click on a third party link, You will be directed to that third party's site. We strongly advise You to review the Privacy Policy of every site You visit.

We have no control over and assume no responsibility for the content, privacy policies or practices of any third party sites or services.

Changes to this Privacy Policy
We may update our Privacy Policy from time to time. We will notify You of any changes by posting the new Privacy Policy on this page.

We will let You know via email and/or a prominent notice on Our Service, prior to the change becoming effective and update the "Last updated" date at the top of this Privacy Policy.

You are advised to review this Privacy Policy periodically for any changes. Changes to this Privacy Policy are effective when they are posted on this page.

Contact Us
If you have any questions about this Privacy Policy, You can contact us:

By mail: 62 Dean St, Soho, London, W1D 4QF

You can email hello@electricglue.com if you would like to receive information on the personal data we hold on you.
You can email hello@electricglue.com if you would like the personal data we hold on you to be deleted.