Blog : Art

What can marketers learn from Microsoft canning Internet Explorer?

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HBT’s Digital Director, Luke Kelly voices his opinion in B&T about what marketers should consider in the wake of Microsoft canning Internet Explorer. View the article here.

Luke Kelly is the digital director at HBT Agency and says Microsoft’s recent announcement of the death of Internet Explorer (IE) had some developers across the globe fist pumping with gratitude; however, it doesn’t let digital practitioners off the hook.

IE pioneered developments like Ajax and JavaScript that has made the Internet what it is today. As the web evolved, IE became one of the “top browsers to download other browsers”, and unfortunately some organisations were slower than others to pick up new technology. What this resulted in is a number of clients keen to embrace digital innovations and campaigns; however on implementation, would find themselves hamstrung by an out of date browser, unable to deliver the best possible user experience.

Clients are often limited by software capabilities, due to organisational requirements or updates, and as marketers, it’s up to us to work within these restrictions to deliver a compelling, creative response.

So, what can marketers learn from Microsoft canning the software?

Educate and update

Marketing practitioners need to understand clients aren’t always interested in the finer, executional details of any given campaign. As experts, we need to educate them as to the latest developments – and in what ways these will benefit their brand or campaign.

It’s important to remind ourselves not every client is interested in the finer details; answering the ‘will this work’, ‘what message will this deliver’ and ‘will we reach our objectives’ questions is a great place to start.

Get creative with technical limitations

There’s a saying creativity thrives under limitations and I think the same is true for technical limitations. Every client is working with the best possible software they can; and it’s up to digital practitioners to deliver a result that ticks all the boxes – not just ‘this is the best we could do given the circumstances’ response.

Build customisation into your budget

The announcement that Microsoft is dropping IE will mean that developers will potentially be cutting their coding time down and clients will be saving their dollars too. Integrating functions for IE creates a massive drain on your time and your budget. Often this can mean building a whole new set of rules just for IE functionality and your client will always face an increased quote as a result.

Be upfront with your client about exactly what customising to their requirements could cost. Agencies – involve your digital / UX team in the very early discussion. This creates transparency, trust and gives your client the best possible chance of success.

Finally, before you pop open a bottle to celebrate, Microsoft is working on a new browser – codename Project Spartan, due to replace the infamous explorer. If the project name is anything to go by, let’s hope we’ll get an agile browser from Microsoft.

Goodbye Stephen Colbert!

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Let’s face it, he’s a legend – a force for good in a media landscape gone quite nutty (think Fox News in particular). One of the great satirical comedy characters ever. We’re lucky to have had him around, even if it was in the US. We’ll miss you, Stephen!

Read the full article here: nytimes.com

HBT declares War On Drugs!

Stu, David, Matt and Josh – plus Iain Carmichael (!) went along to 170 Russell Street on Monday night to see The War on Drugs. Best show of the year? Quite possibly. A full house of raving fans. Their album “Lost in the Dream” is generally regarded as best album of the year. Do yourself a favour!

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Matt took the shots. Good job!

HBT Designer, Matt Slade takes five to talk business, branding and bevvies.

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Q&A

When did you join HBT?

About four years ago.

Which brands do you work on?

I’ve worked on all of our brands at some point in time, but at the moment it’s mostly Cabot’s, Wallaby Foods, Melbourne Star and Total Eden.

What do you like most about your job?

The diversity and range of things that we do, it keeps things fresh. As well as the 5 o’clock drinks!

What is one thing you learned about yourself from working at HBT?

That when the juices ain’t flowin, you just have to ‘think better’.

What do you do when you’re not at work?

Work, haha. I do a lot of little side projects. But beyond that I try to travel as much as possible.

What public personality/celebrity have you been likened to and why?

Mac from It’s Always Sunny in Philadelphia, including the wicked ninja moves.

If a drink were to be named after you, what would it be called?

Rowdy Lager Est.1989, served only in a stein glass with heaps of h….froth.

 

There is only one Ross Hannaford.

We’re fans, clearly – that’s why we invited him along to our “House Warming” party. What a groove. It oozes out of him.

Source: Matt shot it and edited too. Thanks.

HBT’s Junior Copywriter, Alison Erlanger takes five to talk effective writing, advertising insights and Pokémon.

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Q&A

When did you join HBT?

June 25, 2012

Which brands do you work on?
Whichever brands require copy, really. I have probably worked on all of our brands at one point or another. At the moment I am working on Melbourne Star, Biggin & Scott, Wallaby Foods and Cabot’s.

What do you like most about your job?
I like the variety that comes with working in advertising – that every job comes with different goals, different challenges and requires a different way of thinking.

What’s a great piece of creative branding advice you could share?
Less is more. Give your audience some credit and let them fill in the gaps for themselves.

What do you do when you’re not at work?
I’m a part time journo/writer and play the electric ukulele in a little band called The Lovelies.

What public personality/celebrity have you been likened to and why?
I get compared to Tina Fey’s character, Liz Lemon from 30 Rock a bit. I like to think it’s because Tina Fey is a strong, powerful, female role model but it’s more likely because her character deodorises with a scented candle.

If a reality program was made on your life, what would it be called?
Confessions of a 25-year-old Pokémon lover.

“Drums West” cut-paper animation from Jim Henson.

This newly rediscovered short was created in Jim’s home studio in Bethesda, MD around 1961. It is one of several experimental shorts inspired by the music of jazz great Chico Hamilton. At the end, in footage probably shot by Jerry Juhl, Jim demonstrates his working method.