Brainlabs’ Dan Gilbert on why the old rules don’t work anymore

Dan Gilbert is better placed than most to comment on the fast-changing rules of advertising. In the seven years since founding biddable media agency Brainlabs, the company’s data-led approach to marketing has done its bit to tear up and rewrite the rulebook.

“What we’re finding out now is if the old rules were ever true in the first place," says Dan, in the latest episode of Out of Office – a short series about big change from Google.

The eight films, featuring eight agency leaders (in places you might not expect), explore the biggest challenges faced by today’s marketers and the businesses they work in.

The Marketing Society is sharing these conversations each week, with a new episode every Wednesday. Watch now to hear how Dan and his team of scientists, mathematicians and marketers are letting consumers be the judge of what makes an effective creative.

This short film is part of a 10-minute episode in which Dan expands on the impact of biddable media, how to focus on what matters  and how to find a work-life balance.

Watch it now on Think with Google.


Out Of Office video series: U.K. agency leaders talk industry change

The agency and advertising landscape is in flux – but where some see disruption, others see opportunity. These are the game changers, industry shapers, and trailblazers. Introducing our new ‘Out Of Office’ series, in which we interview industry leaders about what’s next for agencies, advertising and brands.

Posting nine consecutive years of market growth, and with ad spend of £23.6 billion last year1, the U.K. agency ecosystem is undoubtedly one of the strongest in the world.

But those figures are only half of the story. New technology and social change has required global and boutique agencies alike to innovate and rethink their culture, strategy and even the business models they operate on. The industry's growth and success is built on a picture of new ways of working, an increased focus on diversity and balancing the relationship between data, technology and creativity.

Out Of Office is a documentary series about these changes – these agency leaders, with a little help from Google, are the pioneers for driving this change, helping agencies to adapt and grow at a pivotal time for the advertising industry.

Tune in every Wednesday on Think with Google to watch some of the biggest names in the U.K. agency landscape, to learn more about their journeys and passions, and for unique insights on a fast-changing industry.

Episode 1: Annette King, CEO, Publicis Groupe (6 Nov)
Why agencies succeed by putting people first

Annette is at Petersham Nurseries to discuss embracing creativity, the role of flexible working, and putting people first.

Episode 2: Daniel Gilbert, CEO, Brainlabs (13 Nov)
Why the old rules don’t work anymore

Daniel is rethinking the concept of a work-life balance, the rapid shift in marketing and the rules of TV advertising, at The London Science Museum.

Episode 3: Philippa Brown, CEO, PHD Worldwide (20 Nov)
Why change is on every client’s agenda

Philippa discusses balancing the relationship between data, technology and education at Google’s Digital Garage in Manchester.

Episode 4: Thomas Byrne, EVP of Merkle (27 Nov)
Why an agency is nothing more than its culture

Tom heads to the StolenSpace Gallery, London, to discuss why a strong agency culture will deliver for clients and consumers alike.

Episode 5: Karen Blackett OBE, U.K. country manager of WPP (4 Dec)
Why representing modern Britain is critical for business growth

Karen discusses creativity, consumer change, and how diversity is critical for growth, at Chiswick House & Gardens, London.

Episode 6: Rob Pierre, CEO of Jellyfish (11 Dec)
Why the advertising ecosystem doesn’t always require agencies

Rob is at his own MBER restaurant and bar to reflect on how Jellyfish is moving from traditional agency model to one of a ‘digital partner’ to brands.

Episode 7: Josh Krichefski, CEO, MediaCom EMEA (8 Jan)
Why it’s critical big agencies have the freedom to pivot

Adapting to new demands from clients, championing mental health in the workplace, and utilising the best of Google’s technology, are some of the topics covered by Josh at 3 Tribes yoga studio.