Dell announced today that they were introducing ‘micro affiliate marketing’ to their 200,000 customer base, encouraging them to ‘share and earn’. It’s an organised new manifestation of word of mouth marketing but will the number of our ‘friends’ become the size of our potential market reach? I’m interested to see how many people will take the chance to earn a minimum of £5 if their friends spend £70 or more with Dell, and to see how many people will buy from their friends, happy to see them earn a few quid in exchange for choosing a product they recommend.

Hugely successful brands Jamie Oliver and Liz Earle continue to harness the power of word of mouth and affiliate marketing, in a digitally enhanced routine tried and tested by the ladies of Tupperware and Avon, at their peak when the eponymous business leaders were growing up.  For years, companies have encouraged their customers to pass on their friends’ contact details, in exchange for a discount or incentive. But what Dell is doing with Birmingham-based Digital Animal hopes to reach beyond our friends and our friends’ friends to our ‘friends’, giving them the potential to spread the word like never before: ‘fandistribution’ the Dell-boys call it.

Avon ladies circa 1960

Now more than ever, we want to know that referral sites are independent and recommendations authentic and so far self-policing crowds have served the web well, transforming the ways in which we find and make purchasing decisions about products and services.  In future, when friends make a recommendation in order that they can ‘share and earn’, will we consider it a way to buy and help a friend boost their earnings, or will we ‘unlike’ them in case they’re only getting in touch because they want something?

We won the Silver Award for our  ‘Gelato in July’ event at Islington Wharf in Manchester for ISIS Waterside Regeneration.  Shiny, happy people.

On Thursday night we will discover whether we have won in either of the two categories in which we’ve been shortlisted for the CIPR PRide Awards.  We have been shortlisted for the Best Event and Outstanding Small Consultancy categories for the Yorkshire region.  2011 is the first year we’ve entered the awards and we are chuffed to bits at being shortlisted.  We’ve worked on many projects for clients where judges make judgements – the Northern Art Prize, RIBA Awards and Granary Wharf all fall into that category –  and recently we’ve been asked to make judgements too, on the selection panel of Big Issue’s forthcoming ‘Top 50 Influential Northerners’.  It’s strange to be in the ‘judged’ corner for once but it has given us a great excuse to invite along with us a lovely bunch of clients and journalists – another first – as well as to stop for a moment, take stock and review the work we’ve done alongside that of our peers.  Watch this space.

Picking up on several themes from the interesting comments on the What if Leeds blog, some of which were raised at the Leeds City Vision conference, I’d like the city to focus on behaving towards people as citizens, not consumers. Leeds architect Irena Bauman commented in her book ‘How to be a Happy Architect’ on the value of public squares in a city, primarily for the people who live there. She draws a comparison with Millennium Square which often is circled by litter-strewn wheelie bins and cheap barricades, obscuring the paid-for activity taking place within. Imagine if Millennium Square was planned as a creative, connected space with its citizens, not consumers in mind.

Leeds is, and has been for centuries, progressive in manufacturing, commerce, education, retail, healthcare, digital technologies and probably many more fields that I know nothing about. Out of this Leeds have grown Opera North, Phoenix Dance, the Northern Art Prize, Northern School of Contemporary Dance, East Street Arts, Leeds International Pianoforte Competition, West Indian Carnival, Leeds Lieder and loads more arts organisations, all of them home grown. At the same time, there is a social divide in the city.

Familiarity with our culture is an inheritance and we have a right to curiosity. Leeds should build on these cultural treasures to create a generation that is knowledgeable and familiar with its art and culture: treating culture as a public service – a utility like water, gas, electricity. It creates spaces where all participants are equal and it provides shared memories and the chance to be freed from cultural inhibitions. Culture is not medicinal or civilising but it produces humanity and society.

It’s also a key attractor for the corporate sector, seeking to do business in places where the workforce wants to live, where other businesses can form links in their supply chain and where the Chief Executive’s children can enjoy a good education.

It was interesting that the cultural champion at the City Centre Conference was Gerald Jennings of Land Securities, the company behind the new Trinity Leeds scheme who, in his presentation, commented that Leeds’ promotion of itself as the ‘Knightsbridge of the North’ is fourteen years old; long past its sell by date. Instead, in spite of – or perhaps because of – his depth of knowledge and understanding of consumer behaviour, trends and city centre development, Jennings praised the very creative and well-connected Art in Unusual Spaces and cited the city’s need to focus on its cultural life to differentiate itself in the market place.

There are many examples of cities promoting their cultural assets, to great effect, as drivers of inward investment and tourism, an idea I support fully for Leeds. Paris famously opened the Centre Pompidou in 1977 and in the next decade, the Louvre ‘Pyramid’ reminding the world and its residents of its cultural significance and willingness to take risks. Following a successful Barcelona Olympics in 1992, the city threw the spotlight on celebrations of local artists Miro (1993), Gaudi (2002) and Dali (2004).

Closer to home, British company Artichoke astounded and inspired the citizens of London, Liverpool and Durham with its imaginative – previously unimaginable – programme of free public events. I attended an event recently in Liverpool where the local chief of police, whilst facing cuts to her policing budget, stepped forward to give a passionate plea for more cultural events like the breathtaking ‘spider’ La Princesse, which gave local people a lasting sense of pride, described by one of the Artichoke directors as “shared fun”.

York’s solution to creating a safer city centre at night that would attract more families and older people, would counter the lairy drinking culture and would stimulate the evening economy for local businesses was to commission artists to project work onto historic buildings. What began 6 years ago as a one-off is now a stunning and successful annual, free event, attended by tens of thousands of local people and featuring nationally and internationally in the media, showing York as a contemporary, historic, imaginative place.

Wouldn’t it be great if Leeds demonstrated the spirit of civic leaders during the 18th and 19th century building explosion in Europe that created libraries, galleries and theatres as centres to raise the spirits, cultivate the minds and educate the citizens. We have those spaces, although their futures are incredibly insecure, let’s use them more, or better.

The new plans being developed for the ‘city park’ at the South Bank of Leeds are an exciting opportunity for the city to set the tone of how it wants to develop and what it wants Leeds to be famous for. If Leeds decided to be an engine of progress with a commitment to being creative and connected, that could make an interesting touchstone for the many and complex decisions that will be made along the way. Lots of people involved could have some fun with putting creativity at the heart of the South Bank. A truly connected park might make it open to all, with free wifi, easy physical access, in touch with the best international precedents and with space where people come into contact with others for shared fun.

If Leeds decided to present itself to the rest of the world in this way, would ‘Live It, Love It’ be good enough for its citizens?

When I was asked to judge the SUN Awardsmy past error came back to haunt me despite having briefed many a photographer, often with great results, before and since. Would I be able to spot a winner?

There were hundreds of entries but there was nothing to worry about. The best photographers are still the magicians and the storytellers producing something beyond the brief, maybe humour, warmth, joy or soulfulness.

The best brief in the world will get the right photographer in the right place at the right time, focussed on the job in hand. Nothing can replace the ability to see an image, a split second before it has fully revealed itself. Knowing how to capture the moment technically can no doubt be taught but a truly great image stirs emotions in the viewer: the photographer sees it, we feel it.

Despite a lack of chemicals in photography nowadays, Robert Pogson’s‘Alpine Choughs’, shows that in the creation of winning images, alchemy prevails. And all the technological developments of the last 20 years won’t replace the centuries old touch of humanity that is the ability to tell a story. The images in the SUN Awards book illustrate the point better than words can. They show that the right touch on the button creates something you can’t quite put your finger on.

In a quietish corner of Southern Leeds is a place that would give Simon Jenkins hope and show that some planners and architects in England actively share his view. He might not have heard much about it because, unfortunately, it’s not the tallest or the most costly and it doesn’t have a starchitect’s signature. It’s a thoughtful, integrated piece of design that will make ordinary people’s day a bit better.

In spring 2009, a dark, noisy, unpleasant and very busy tunnel – an important gateway that connects Leeds city centre to the southern Holbeck and Beeston areas – will be transformed into ‘Light’ Neville Street. This artist’s impression is by Iain Denby. The ambitious, £4.6million improvement combines the talents of Bauman Lyons Architects, engineers and acoustic experts Arup, Berlin-based sound and light artist Hans Peter Kuhn and local graphic designer Andy Edwards. Hans Peter Kuhn’s work around the world, beautifully photographed by Gerhard Kassner, is currently on display at PSL [Project Space Leeds].

The tunnel will improve the link between the city centre and the communities of Holbeck and Beeston, via Holbeck’s ‘urban village’. Holbeck’s star rose in the 18th century when pioneering industrialists, merchants and traders benefited from the area’s proximity to the commercial centre and the natural trade route along the River Aire. The cradle of Leeds’ former industrial might contains a wealth of industrial premises, some of which emulate the Egyptian Temple of Horus (image below) or a series of Italianate Towers in style.

The sympathetically developing Holbeck Urban Village respects its industrial heritage and the stunning architectural legacy that includes 33 listed buildings, with the standard for design set five years ago by phase one of multi-award winning development, The Round Foundry.

The intention for this southern bit of Leeds is to improve to the highest design standards, the roads, tunnels, pavements, cycle paths, lighting, green spaces and everyday places that most of us take for granted.

It’s what Wayne Hemingway, who has made a plea for ‘iconic pavements’instead of ‘iconic’ skyscrapers, has been championing for ages.

What I admire about Morecambe is the way that it treasures its natural assets, understanding their value for everyone, resident or visitor. Since the arrival in 2001 of the statue by Graham Ibbeson of Eric Morecambe, the beautiful and thoughtful tern project has developed the promenade with the aim of encouraging people just to enjoy Morecambe’s stunning seafront. Inspiration and life-affirming wellbeing for free.

Skirting over the teething problems of running The Midland (as I said, I love Morecambe), I hope the momentum for change that the revived hotel has brought to the town, won’t turn the heads of those behind its regeneration and that they continue to cherish its unique, natural landscape above all.

Plans to build on the sea-side of the promenade are being hotly debated in The Visitor and the second English pier to be destroyed this year by fire highlights the problems of maintaining those coastal assets that no longer draw the crowds. Morecambe used to have two piers and a stunning lido, all of which provided great ways to take in the sea air. Instead of building a block of flats next to the Midland, where the relatively few people who live in them can grab some of the best views, can Morecambe find a way to make the views pay and benefit everyone?

What Southwold Pier has created is great but Morecambe doesn’t yet attract the numbers of well-heeled visitors (or down-at-heel Prime Ministers) that would make a pier a good bet. But I for one would love to sit in an office on a pier – could Morecambe create a new workplace pier with public areas for everyone to enjoy too?

Or a marina that would attract sea-faring visitors to the town, revenue for local business owners and more reasons for Sandgrownuns to promenade along the promenade.

La Princesse invaded the streets and charmed the thousands of people who lined them to greet her arrival in relentless rain. And boy did she give journalists, broadcasters, bloggers, friends and families something to talk about. The regional and national media and the world wide web are full of stories of how the spider won over the city.

The spectacle alone will stay for a long time with everyone who came close to la Princesse. But the truly jaw-dropping aspect was to witness the results of the immense powers of persuasion of the people behind the machine. Although Liverpool had invited Artichoke to create something special for its Capital of Culture year, following the Sultan’s Elephant that had stunned London 18 months before, it’s impossible to underestimate just how persuasive and tenacious these visionary and capable souls must have been.

This was public relations at its best, winning over the police (whose headquarters were festooned with colourful banners), highways agencies, health and safety officials and others who rarely are praised for their flexibility and ‘can do’ attitude.

A brilliant lesson for cities of what can be achieved with a combination of vision and passion.

Day in, day out we read about our teenagers stabbing one another and scaring the adults. These stories are not of course made up but what must it feel like to be a young person today, to know that people in the street might be intimidated by you, because your sweatshirt has a hood and you haven’t yet worked out that a smile and a bit of eye contact can go a long way.

Clearly the media has a job to do in reporting the news, reflecting and commenting on our world. But surely, when the young people we read about, over and over again – the hoodie-wearing thugs who hang out in gangs – bear little resemblance to the young people we know, the media can present alternative views of teenagers.

The Reclaim project in Manchester is doing its best to show some brilliant work by young Black teenage boys who are aspiring to become leaders in their communities. And they’ve had some great media coverage that has sparked a debate about the representation of young people in the media. But it’s not enough of a defence against images that have become shorthand for all things bad.

Good luck to The Prince’s Trust. I hope their National Youth Week in November doesn’t stop there and that it becomes the moment when, as a country, we started to change our views about young people. But I’m doubtful.

Maybe hoodies are just the new quiffs, skinheads, or safety pins and the need to demonise young people is no different today than it ever was. Forget young people wearing hoodies. What about this picture of boys from the Reclaim project at their ‘graduation’?

It’s not that it makes a nice change for young people to be doing great things, it just makes a nice change to see it.