• Hi there,

    Whisper it… but it feels like spring is in the air. And how welcome that is as we finally return to a more open society and publish this, our third Gluesletter.

    Our lead article, courtesy of Electric Glue co-founder Kevin Brown, explores the issue of digital media accountability and specifically what is allowed and what is enforced by Mark Zuckerberg’s Meta.

    Inspired by the stance of our client Starling Bank, we think it speaks to every brand we help navigate the world of big tech and the companies ending decades of business with Russia following Putin's invasion of Ukraine. As our chairman Sir John Hegarty says, “Principles remain, processes change.”

    It also reflects how we are guided by our ‘Sacrifice’ philosophy in media: doing ‘fewer, bigger, better' things.

    We hope you find it useful and, as always, we thank all our clients and supporters for inspiring us.



  • Facebook, Starling Bank, and a word about morals in media

    In January Starling announced that it had pulled its budgets from Facebook and Instagram and would not review this decision until the platform’s parent company, Meta, cracked down on the scammers who target consumers. Many others share this view, including Which?, UK Finance and MoneySavingExpert’s Martin Lewis who tweeted his support: “We need more advertisers to realise publishers allowing scam ads decreases trust and tarnishes their brand association”. And the really striking thing is that Starling’s boycott has not impacted its marketing performance or growth.

    Electric Glue co-founder Kevin Brown explains

  • Actions speak louder than words


    I’ve been lucky, in my life and in my career, to be surrounded by amazing people. The very best were not just brilliant at their job but went about it with absolute integrity. Not just trying to do it well but also doing it right. They believed that “Truth is the best business strategy you can employ” – a slogan that is writ large on our walls at Electric Glue.

    I’ve been a media planner and strategist for nearly 40 years – and I can vouch for the fact that this is a world that never stands still. Not for a second.

    The biggest change that has occurred across those years is not digitisation but globalisation. It has fundamentally changed our business structure, the context and process of developing communications – and it has led to the emergence of a media landscape dominated by the FAANG phenomenon. (Facebook, Amazon, Apple, Netflix, Google; the five-letter acronym is not quite so neat following Facebook’s rebrand as Meta and Google’s parent company rebadging as Alphabet… but market analysts still use it so we will too).




  • Words speak louder and create actions


    From a media planning perspective, the FAANG five have done a brilliant job at positioning themselves as “performance marketing” experts, fuelled by data, technology, algorithms and ROI tools. In many ways, this positioning has effectively repositioned everyone else, by implication, as heritage tools, less good at performance.


    But the truth is that all media and all marketing delivers “performance,” just in different ways and to different effects. And the reality is that media and marketing must continue to embrace both performance and brand building goals.

    The value of brand building as the ultimate driver of long-term business success is well documented, although I fear not well understood. I’d argue that more people should spend more time in particular with the work of advertising effectiveness guru Les Binet, someone whose views are backed up by years of experience and rigorous analysis.

    I absolutely agree with his conclusion, for instance, that advertising works at its best when it “creates positive feelings and associations via broad reach ads that people find interesting and enjoyable [in conjunction with] targeted activation that they find relevant and useful.”

    It’s a simple, yet compelling, summary of the marketing funnel.

    But we sometimes lose sight of this, thanks to the widespread debate there’s been, in this revolutionary era, about the very “definition of media.”

    Operators in the social space in particular have denied they’re comparable to traditional media companies, preferring the term “platforms” in order that they might escape regulatory pressure.

    Yet they are however happy to be judged comparable when it comes to the share of advertising revenue. In 2020 Facebook Group total revenue was $86billion and 97% of that was advertising.

    These “media platforms” – an open marketplace of people as both creators and audience – have also been celebrated for opening up new possibilities for democracy and free speech. The reality has not always lived up to expectations and we are well aware of the downside of this (unregulated) utopia – fake news, political coarseness, fraud, bullying, poor mental health, teenage suicide to name a few.

    And we also know from whistleblowers that, whilst senior executives at the companies in question are aware of these problems, they rarely move quickly to deliver solutions, preferring instead to prioritise their pursuit of profit and power.

    What price media accountability when there’s so much apparent societal unaccountability?



    Words and actions speak the truth


    We are very lucky at Electric Glue to work with amazing clients and brands.

    In some sectors of the marketplace, media is sometimes regarded as a commodity – and this pushes media planning towards the lowest common denominator of all – the pursuit of the cheapest price and an obsession with CPTs as a measure of efficiency.

    Enlightened marketers, however, know that this is an unprofitable mindset. Efficiency is no measure of effectiveness.

    One such forward-thinking client is Starling Bank, whose CEO and founder, Anne Boden, recently pulled all paid advertising from Facebook and Instagram owing to concerns over financial scams. In a statement she explained: “It cannot be right that these platforms profit from crime and yet remain beyond the reach of law.”

    Starling Bank is committed to listening to its customers and meeting their needs under the mantra “Changing Banking for Good” – so the lead it has taken in its media behaviour demonstrates a profound commitment to its values. As Anne Boden puts it: “We want to protect our customers and our brand integrity.”

    It's simply a case of moral accountability taking precedence over commercial opportunity. It reminds me of DDB founder Bill Bernbach and the stance he took against tobacco advertising in the early 1960s. He said: “a principle isn’t a principle until it costs you money”.

    But in 2022, this equation is more complex than you might think – a growing number of brands are discovering that they see better returns when they review their “performance drug focused on demand fulfilment” strategies and focus more on creating brand desire. And I think that raises an interesting question. If there is one thing we can all agree on it is that media proliferation and consumer choice have exploded beyond almost everyone’s comprehension. To take just one example, this chart shows the growth in hours of original content delivered by the streaming platforms.



  • As media planners we are navigating this world of infinite choice – and some clients have found the sheer market complexity daunting. It may have helped push them towards an over-reliance on the simple one-stop-shop options offered by some digital platforms.

    But this is where we at Electric Glue are ideally placed to help. Rather than being bewildered by the avalanche of possibilities, clients are able to use our media evaluation tools to support media owners who place reputational issues at the top of the agenda.

    Our view is that media planning should always look at the bigger picture – and no advertiser, no matter how big, needs to work with every media owner. After all, one of the realities of the digital age is that media owners are no longer defined by a single channel but are “multi-channel ecosystems” which in themselves have the scale for broad reach and the capabilities for targeted activation.

    At Electric Glue we talk about the power of Sacrifice – encouraging clients to do fewer, bigger and better things. And by better, we mean advising clients to invest their media budgets with accountable and responsible media partners.

    So: words, actions, speaking the truth. How hard can it be?

    A quote I like neatly sums this up: “If someone says it’s raining and another says it’s dry, it’s not your job to quote them both. Your job is to look out the window and find out which one is true.”

  • Our latest news


    Campaign magazine featured Charlie Bigham’s food and lifestyle content

     partnership deal with the Guardian. Negotiated by Electric Glue, it highlights the brand’s

     commitment to quality ingredients and sustainability


  • Mediatel asked us to discuss the four-day working week (1) ...

     and the Advertising Association/Warc Expenditure Report (2)

    Article 1

    Article 2

  • We planned and executed Starling’s new campaign during premiership football on Sky and must-see movies and drama across Channel 4 and Sky, including BVOD

  • Pippa has been nominated as a ‘diversity and inclusion trailblazer’ for the IPA iList 2022. She also contributed to Thinkbox’s report on what the industry watched in 2021, planning an unforgettable dinner party with her favourite TV stars: Villanelle (Killing Eve) and Roman Roy (Succession)

  • Since 2012, we have supported the charity Dallaglio RugbyWorks. Through the power of sport this incredible organisation has helped hundreds of disadvantaged young people towards more positive and productive futures. The Cycle Slam is a vital part of RugbyWorks' fundraising and this year the 10-day Slam covers over 1,150km from Spain to Portugal.

    Kevin has participated in the Slam since 2012 and has, so far, cycled 8,900km and his target is 10,000km. Please support this achievement by donating here - every penny counts.

  • Views worth gluing into

    Not a definitive ‘best of’ list, simply a few recent articles and ideas our team have enjoyed.

  • Charles Vallance, founder of VCCP, sometime colleague of Kevin Brown, is brilliant at simplifying the complex. His recent piece in Campaign demonstrates the power of emotion in creating effective communication. Media planners should liberate the creative idea, balancing the emotional (ESP) with the rational (RTB).

  • This long read, nominated by Nick Kendall, is an interesting hymn to the potential of the metaverse. If it’s accurate, the world of gaming is going to drive many things beyond just gaming.

  • As a useful antidote to tech codswallop, we like this essay in

     Noema magazine on the myth of tech exceptionalism:




    One of the most technically informed writers on the current crypto bubble

     has an amusing ‘full disclosure’ page on her excellent blog:




    Want to unplug from your digital life? Lego now makes an old-fashioned typewriter.




    Thank you for reading and as always, we hope that Gluesletter 03 was worthy of your time.

    Do please let us know what you think.

    Gluesletter 04 will be out in May.

All Posts
Privacy Policy
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
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.

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.