Category Archives: interactivity

What’s the future of email?

Transforming brands, companies and whole industries towards a digital future definitely has one big drawback: no one knows where to find enough good talent for this epic undertaking. That’s why I have always supported progressive, digital education through organisations such as Tractor Design School, AGDA or AWARD. And it’s nice if you get support from your colleagues. My fellow Reactive Sydney creative David Brown for example is now working with the University of Sydney, and has just joined the judging panel of global student design competition OzCHI.

The acronym CHI stands for Computer HumanInteraction and is a vital component of our daily work. Knowing how humans understand, learn and use computer interfaces is crucial for digital success. And this year the OzCHI competition asks a pretty interesting question “What’s the future of email?”. Indeed, what’s the point in all of these 150 Billion (!) emails we send every day. Today workers spend on average 28% of their time in their inbox. And yet, we never seem to really catch up with it. And even if we manage to work through  all emails in a day, there is always a fresh new batch coming in tomorrow.

As a special rule of OzCHI, students can only work on their ideas with a 24-hour time frame. Although a pretty exhausting mental sprint for all teams, it also forces them to rapidly test assumptions, discard some of them and learn what will stick. Acquiring these agile techniques will prepare them well for the real world of businesses and brands reinventing themselves.

I can’t wait to see the ideas of the class of 2013.

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Digital Trends 2013

In digital agencies we often work in uncharted territory and therefore spend much time thinking about the big question “What’s Next?”. Where and how do we spend our future creative efforts? For the benefit of brands, clients and agencies alike, we better get that one right. Read up on these three reports: Razorfish’s Outlook, Reactive’s Perspectives and VJ-Isobar’s FYI – and make the right calls for the future.

My agency Reactive‘s Perspectives ( free PDF download Slideshare version ) covers topics like ‘Who really owns your social content?‘, ‘The Personalisation of Everything‘ and ‘How to create great work‘.

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On our Facebook page we accompany these articles with some shareable graphs – extra points scored by using Venn diagrams.



Reactive Research and Development Day


We at Reactive pride ourselves in holding quarterly Research & Development Days. All 150 employees in our 5 offices (Melbourne, Sydney, Auckland, New York and London) dedicate 1 full day to exploring creative ideas, trends and technologies. Now that’s about 1,200 hours of free (unconstrained and uncharged) thinking, 4 times a year. Here are two blog posts about past R&D Days:

This something that many agencies claim or aspire to do. But I can tell you, while it’s easy to say yes to it initially, it takes some commitment and preparation to pull off.  Using our Intranet we have collected briefs and ideas for weeks and there are some promising titles in there like ‘Do The Strand’, ‘NYC Hour’, ‘Dataism’ or my favourite ‘Interactive Netball Hoop’.

We have shifted the regular work around so people can dedicate themselves fully to the day. And we are getting quite good at making the most of this time and how to involve our clients in the results. I really look forward to today’s wildly inspirational sessions and the following presentations.


Reactive at AdTech 2013 Melbourne

If you are in Melbourne next week, come and join us from Reactive and people from brands like CocaCola, Facebook, eBay, CBA, Nike and AusPost for a great two days. AdTech Melbourne 2013 brings together big data clouds, geeky innovation chic and powerful advertisers and agencies.

Tim Buesing at the 2011 AdTech Conference

Tim Buesing at the 2011 AdTech Conference

Together with Emad from Finch and Johnny from Save Our Sons I will present our case of ‘The Most PowerfulArm Ever Invented‘. The broader topic of using ‘Innovation for Good‘ will hopefully trigger a lively discussion.

AdTech Melbourne

See below a look at CNET’s coverage of our launch event with Emad explaining the work

Converse Hack A Chuck on Google Plus

Converse Chucks have always been a creative canvas for their fans. To celebrate the opening of the Converse’s new Google+ page the sneaker brand put their favourite model up for a ‘creative hack’ competition. And us agencies from  ‘Creative Social‘ responded with a wide range of ideas. Check out all the work from our fellow members around the world on Converse’s Google+ page. Which one would you like to see hacked for real and available in the Converse shops?

Agency Republic

Reactive and Toby & Pete

Rehab Studio

Ogilvy China

Cheil London

All ideas and videos are Creative Social entries in the ‘Hack A Chuck’ competition that Converse and Google lent their brand and platform to.

Reactive teams up with Converse and Google+

Creative Social invited its global members to join the Converse and Google+ ‘Hack A Chuck’ competition. And we at Reactive together with our friends at Toby and Pete have taken up the challenge.

The world’s first Google Hangout Shootathon is going down in a couple of hours at the Die Hard Paintball Range in Sydney. We call it “Chuck a Chuck” (named after the most dangerous man on the internet). And you can watch the results on Google+ in a week when we need your votes to win the whole damn thing. Wish us luck, hopefully it’s going to be quite a blast.

Reactive and Toby&Pete's fierce paintball session

Reactive and Toby&Pete’s fierce paintball session

Below is a little photo update from the shoot this morning. The full doco rolls out on Monday on Google+

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The Most Powerful Arm Ever Invented

This is a project we at Reactive worked extremely hard for over the last 2 months. It’s called ‘The Most Powerful Arm Ever Invented” and this is its story.

The Most Powerful Arm Ever Invented

The Most Powerful Arm Ever Invented

Children with Duchenne Muscular Dystrophy (DMD) suffer from progressive deterioration of their muscles. The kids lose the ability to use their arms and for example sign their name very early in their life. At the same time the Australian government does not have a policy on this disease, meaning there is no research support to help halt or cure DMD. This is why we created The Most Powerful Arm, a bionic arm with which you can help wake up the politicians. Please sign a petition to the Australian government, asking them to start supporting the important research on this crippling disease. Watch the trailer below:

The arm is publicly installed, first in Customs House Sydney, and now in Ariel Book Store. It takes your signature via your Facebook login, also accesible thorough your mobile phone if you happen to be in front of the installation. It then signs the petition for you, with a real pen on paper. It uses the original handwriting of one of the children affected, Jacob Lancaster, which we turned into a typeface. A photo camera will then take a picture of each signature and post it to the respective signee’s Facebook wall.

I really appreciate any help you can give to the cause. We have smashed the original target of 20,000 which was required to have the petition considered by parliament. But the more signatures we get, the more weight it will have. Please add your signature at and if you want and can afford to, you can also donate to make the trials happen.

Below you find our  Making Of The Most PowerfulArm that explains the whole signing experience in detail.

Here are some photos from our launch day in Customs House.

The Most Powerful Arm is a collaboration between ReactiveFinch and Havas Worldwide / Red Agency. Special shout out goes to Emad Tahtouh who heads the creative technology at Finch and who not only had the idea but also tirelessly worked on all the robotics, video, photos and backend technology to make the arm the most powerful ever invented.