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The 28-year relationship between Apple and TBWA/Media Arts Lab is one of the longest, most successful partnerships ever forged between a brand and ad agency. And it’s not even close to slowing down. Apple won Creative Marketer of the Year at Cannes Lions in June, and I sat down with TBWA\Media Arts Labs global CEO Katrien De Bauw and global chief creative officer Brent Anderson to talk about how the two companies work together to keep the magic going. Subscribe to Fast Company Premium to watch the video interview on: The guiding principles that define TBWA/MALs 28-year partnership with Apple What De Bauw and Anderson believe is the most important element of the relationship that produces great work How the agency translates complex topics like privacy into simple, clever messages Why that viral Pedro Pascal short film embodies what they try to do for Apple on every project
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E-Commerce
The definition of “cool” would seem to be an ephemeral thing. (We’re not talking temperature here. We’re talking James Dean, Serena Williams, and Arthur Fonzarelli cool.) What inspires one to admire another would ostensibly vary from person to person. That didn’t stop a global group of scientists from looking into what it means to be cool, though. And what they found was “cool” is a lot more universal than you might expect. Everyone wants to be cool, or at least avoid the stigma of being uncool, and society needs cool people because they challenge norms, inspire change, and advance culture, said co-lead researcher Todd Pezzuti, PhD, an associate professor of marketing at the Universidad Adolfo Ibáez in Chile, in a statement. The peer-reviewed study, which was published in the American Psychological Association’s Journal of Experimental Psychology, included experiments with roughly 6,000 participants from around the world between 2018 and 2022. Participants were asked to think of someone who they thought was cool, not cool, good, or not good, and then rate the personality and values of those people. Cool is universal in more ways than you might expect. For example, the study found that even in countries with languages based on non-Latin alphabets, such as South Korea and Turkey, “people use the word cool, often pronouncing it similarly to how it is pronounced in English.” Cool people are likable but not always good Not surprisingly, there was some crossover between who participants thought of as a good person and a cool person. But despite the overlap in some traits, the two aren’t the same, researchers found. To be seen as cool, someone usually needs to be somewhat likable or admirable, which makes them similar to good people, said co-lead researcher Caleb Warren, PhD, an associate professor of marketing at the University of Arizona. However, cool people often have other traits that arent necessarily considered good in a moral sense. That could explain why antiheroes, especially in films and TV shows, are so often seen as cool. There is a risk of homogenization of coolness, though, as music, movies, and fashion become global products. When Taylor Swift and the Avengers become properties that dominate conversations and pop culturenot only in the United States, but in virtually every other countrypreexisting definitions of what it means to be cool can also become more fixed. Indeed, the perception of coolness, the researchers wrote, “is [now] stable across countries, which suggests that the meaning of cool has crystallized on a similar set of values and traits around the globe.” That said, being cool hasn’t lost its coolness. It has simply progressed. Coolness has definitely evolved over time, but I dont think it has lost its edge. Its just become more functional, Pezzuti said. The concept of coolness started in small, rebellious subcultures, including among Black jazz musicians in the 1940s and the beatniks in the 1950s. As society moves faster and puts more value on creativity and change, cool people are more essential than ever. What makes someone cool? The study found that being cool largely comes down to six traits. Perhaps most obviously, cool people are more extraverted than uncool people. They’re also powerful, hedonistic, adventurous, open, and autonomous. There are limits, of course. Take musicians, a group that produces plenty of cool people, as an example. “A rock band seemed more cool when it displayed moderate levels of autonomy (e.g., not trying to write songs that everyone likes) than extreme autonomy (e.g., not caring at all what others think about their music),” the study noted. “The same likely applies to the other cool attributes. For example, a hedonistic person who parties all night, abuses drugs, and has reckless sex will likely strike most people as being irresponsible rather than cool.” Good people, the study found, have many of those same qualities, but other personality traits were ranked more highly by the subjects. “Being calm, conscientious, universalistic, agreeable, warm, secure, traditional, and conforming are more associated with good than with cool people,” according to the study. “Being capable is both cool and good, but not distinctly either.”
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E-Commerce
Qantas said on Wednesday it is contacting customers after a cyberattack targeted a third-party customer service platform that stored the personal data of 6 million customers. Here’s what you need to know. What happened? On Monday June 30, Australia’s largest airline detected “unusual activity” on a third-party platform. It took “immediate steps and contained the system,” according to a statement. “We are continuing to investigate the proportion of the data that has been stolen, though we expect it will be significant,” Qantas said in that statement. “An initial review has confirmed the data includes some customers names, email addresses, phone numbers, birth dates, and frequent-flier numbers.” The database did not contain credit card, personal financial information, or passport details. In addition, Qantas said that no frequent-flier accounts, passwords, personal identification numbers, or login details were accessed. The Australian airline giant said it is putting additional security measures in place to further restrict access and strengthen monitoring and detection as it investigates whether the cybercriminal group Scattered Spider is responsible for the attack, according to the Financial Times. The attack comes days after the FBI warned that the group had started to target global airlines. The warning followed recent cyberattacks on Hawaiian Airlines and Canadas WestJet, the Financial Times reported. Scattered Spider is thought to have conducted a number of high-profile data breaches, including an attack on U.K. retailer Marks and Spencer. Qantas Group CEO Vanessa Hudson said the airline was working closely with the federal government’s national cybersecurity coordinator, the Australian Cyber Security Centre, and independent specialized cybersecurity experts. What should I do if I am a Qantas customer? The airline said it was contacting all customers affected by the data breach. Customers can contact Qantas’s dedicated support line at +61 2 8028 0534 with any questions. Qantas by the numbers Shares of Qantas (ASX: QAN) fell 2.2% on Wednesday after the Australian airline confirmed the cyberattack. The airline, which trades on the Australian Securities Exchange (ASX), has a market capitalization of AU$15.91 billion (US$10.47 billion). In February, it reported its half-year earnings results for the period ending December 31, 2024, with an increase in underlying pretax profits, up 11% to AU$1.39 billion (US$914 million), and earnings per share (EPS) of AU$0.63 (US$0.41), up 21%.
Category:
E-Commerce
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