Category Archives: Articles

‘Brand journalism’: ditch the horse meat

brand journalism

By Mike Exon

Brand journalism’ was one of the most enticing, but least explained new buzzwords of 2012. It didn’t so much hit the headlines of the digital marketing world as wriggle under the radar, waiting to be discovered, like a hot lead for a spicy news story. Continue reading

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Hype Pad

How revolutionary will the iPad actually be? There’s a suddenly a big opportunity for Apple to provide a much needed boost to publishing and media brands using enhanced digital content, music, video and social networking. But it’s by no means guaranteed. Here’s my feature as it appeared on the shelves last week, published courtesy of Design Week: (post updated 28 May 2010)


We all knew it would be big news, but just how big will the iPad turn out to be? If you work in the digital media space, the chances are you’ve had one of Apple’s new ’tablets’ knocking around the studio for weeks, while everyone else in the UK waits patiently just to find out the release date.

Even so, the blaze of media coverage has been so prolific that we already know what it looks like, how it works, and that it’s sizzling on the shelves in the US – Macworld reports the iPad hit the one million sales mark in 28 days, almost three times faster than the iPhone.

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Design underinvests in its people

This article was published in Design Week’s supplement on Continuing Professional Development (May 6th), and can be downloaded from the DW website.

Does the design industry actually need to take training so seriously? After all, design studios are innovative and creative hothouses full of naturally inquisitive and adaptive people who never stop learning and thinking. Everything they do deepens their professional experience and quality of work. We learn on the job, that’s all there is to it.

This sounds like a nice theory but the fact is it doesn’t add up in practice. At the end of the day, all the evidence suggests design groups just aren’t doing enough to train their staff. In fact, design consultancies Continue reading

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Design Industry Insights 2010


Design Industry Insights 2010 is finally here. Following an ambitious canvassing of business opinion in the design industry at the end of last year, the Design Council’s research team invited me to edit a 28-page supplement that would give voice to the views of jobbing design professionals and try to make sense of the currents shaping the industry’s future.

The editorial strategy has been to create something readable, conversational, visual and easy to digest, which breaks the DC style guide in two but still hits its key Continue reading

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The Big ‘D’ Questions for 2010

In Design Week’s ‘Vision 2010’ supplement this week, I’m asking what does the year ahead hold for design-led businesses grappling with the transfer to digital.

Looking back, 2009 was another rollercoaster year for digitalists. As digital media helped deliver a US president in January, uncovered evidence of G20 police brutality in April and put the spotlight on suppressed Iranian election protests in June, the world held its breath.

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Pushing boundaries in brand identities | Special Reports | Marketing Week

The most innovative brands are moving into physical spaces and augmenting their identities and experiences with data feeds. Here’s my piece in Marketing Week, 5 November.

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