One feature of marketing to millennials (or Generation Z… Diary forgets… the ones who like The Hunger Games and say "on fleek") is that you are expected to make your brand open source. That means you create a brand and then send it out into the world for people to mess about with however they like. On the one hand, more engagement is great for brands. It means they’re relevant. On the other hand, if people don’t like your brand, they can criticise it with amazing creativity. Most recently, reports about the appalling treatment of workers building infrastructure for the Fifa World Cup in Qatar have led to tournament sponsors being targeted. Visa, Coca-Cola and Adidas have all had their logos altered in ways that make the brands seem complicit in migrant workers’ deaths. That’s the other thing about millennials - they’re good at Photoshop.
The officer's mess
Desk warfare is in full swing at Grey London. The chairman, Nils Leonard, is sick of the chief executive Lucy Jameson’s messy desk and has decided to implement a radical new plan. "Lucy’s desk is like the back of a uni student’s fridge. I’ll be live auctioning every item on it over this afternoon," Leonard Tweeted. First up were "two grimy plastic ‘food’ containers and a stained laptop case. £0. Collection only." So far, there has been surprisingly low demand for the items. Rumours that Jameson was spotted retaliating by secretly moving Leonard’s screen an inch to the right are unconfirmed.