Scott Monty

Scott Monty

The Full Monty is the publication that exposes you to the business intelligence that matters at the top of every week. Please sign up for our email updates to make sure you don't miss a thing. And please share this with your colleagues if you find it valuable.

This week: brands get clumsy over Prince tributes; global advertising trends and strategic marketing priorities for 2020; to cut or not to cut cable; social media and org charts; a PR pro's guide to Facebook news; live 360-degree videos from YouTube; Google and Facebook aim to take on the TV industry; the fallout from Uber's $100 million lawsuit settlement; China gets into the autonomous vehicle race; being craft-driven versus numbers-driven; measuring influence effectively; why authenticity matters; the most important company you've never heard of; Einstein takes on trolls; our weekly trivia challenge, podcast pick and more.

Virtually everything you need in business intelligence. If you’re on Flipboard, you can get these links — and additional ones — by subscribing to The Full Monty Magazine at

If you're around at 9:30 pm ET on Sunday evenings, you can get a preview of a couple of topics from the week's via the live video on Facebook. If not, you can always catch the replay here:

Join me

  • Did you catch the announcement that I'm teaming up with Christopher Barger?
  • I'm headed to Sydney, Australia on Thursday and giving a speech at CeBIT Black on April 28 and a keynote at CeBIT Australia on May 3. If you're Down Under on the days around this time, let me know — maybe we can meet up.


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      Trivia question: The best job posting in social media this week is for what position? *

      Collaborative / Autonomous Economy 

      • Transportation
        • Uber is paying $100 million to settle lawsuits to keep drivers as independent contractors. Additionally, Uber can neither deactivate drivers at will nor deactivate drivers for not accepting a minimum percentage of ride requests they receive.
        • Additionally, there will be a "driver association" (not a union, please) and an appeals panel to address both issues. Certainly the sign of a maturing industry.
        • But now expect your driver to ask you for a tip. Looks like Lyft just got another boost, as their tipping system is built into the app and fewer people carry cash these days.


      • The IFPI Global Music Report shows that music revenues increased 3.2% as digital revenues overtook physical for the first time. It also reported a 10.2% rise in digital revenues to $6.7 billion, with a 45.2% increase in streaming revenue more than offsetting the decline in downloads and physical formats.
      • Program of the Week. This week's recommendation is Stride and Saunter, via Thomas Cox. The show covers a variety of topics pertaining to humanity. The hosts talk about various issues and themes each week in a thoughtful, open and contemplative manner. Do you have a program to recommend? Add yours to our Google Sheet:

      Content / Customer Experience

      • Almost every successful company recognizes that it is in the customer-experience business. Some considerations on developing a customer experience vision from McKinsey.
      • Most people want shortcuts to get results; marketing wants scale at the expense of the craft. "Content is a thing to produce in a factory. They don't want the touch of human hands or even human minds. Get me the piece...the click...the sale... If you want better numbers, get better at the THING that produces the numbers." What does it mean to be craft-driven?
      • How storytelling pioneers are experimenting with GoPros, 3-D printers, and homemade camera rigs to invent a new medium: cinematic VR.
      • You probably don't have a VR headset to play with just yet. While you're waiting, here are five exercises to improve your storytelling skills.
      • Bad news / worse news: Last week, we discussed how more people are getting their news content from social media sites. It turns out, most people don't trust social media as a source for news stories. Wait, are you telling me that I won't be getting a check from Bill Gates for sharing this?
      • Authenticity matters. The Cohn & Wolfe Global Authentic 100 looks at the top brands that are rated as authentic by the public. Globally, about 20% of people find brands authentic; in the US it's 23%, while in Western Europe, it's only 7%. What is authenticity? People look for brands to be reliable, respectful and real. This ties into a brand's reputation, as nearly nine out of 10 consumers are willing to take action to reward a brand for its authenticity, including recommending the brand or pledging loyalty to it. The question is whether brands can manage to be authentic. As George Burns said, "If you can fake sincerity, you've got it made."

      Privacy / Security / Legal

      Measurement / Metrics / Data 

      * Answer to the trivia question above: 

      • If can tweet with a stiff upper lip and like Corgis, then you might be interested in handling social media for Queen Elizabeth II. The 50,000 a year position includes managing and editing high profile websites, driving content strategy, and overseeing a small team, all while finding new ways to maintain The Queen's presence in the public eye and on the world stage. Just don't make eye contact with her. Gin o'clock!

      When You Have the Time: Essential Watching / Listening / Reading 

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      I speak to groups and advise brands and agencies to help them embrace the fundamentals of human communication in the digital age. Please get in touch if you'd like to put my experience and digital smarts to work on a project, to consult with your group, or to address an audience at your next corporate or industry event.


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