Should clients have 100% veto power over designers and creative’s art direction and design? Firstly they are paying for it, and secondly their product and…
Category:
advertising
The way brands and agencies have combined new technology with their sales, marketing and design strategies, give the impression that technology is outgrowing the creative…
The way we are making and selling design is becoming generic and confusing. One of the challenges is that design, as creativity, is described as…
Digital is expanding yet again, from the first editorial version, to a second social version and now the third installment; integration. Some arguments: 1. Integration…
Read the PostThe third installment: From destination to integration
Digital’s introduction to retail, be it a slow one, will accelerate as the understanding of the width of web and mobile broadens from being all…
In the communications hierarchy, there are four main field’s positioned in relation to each other. Could visualization introduce a way of understanding their role and…
The way we measure stuff today is tailored to prove the value of what we do today. Which invites us to understand that as we…
Read the PostMake sense of what they learn as fast as they learn it
In an online world full of nuances and variables, is the universal mindset of mass media affecting our ability to make people deliriously happy? Mass…
A presentation on the future opportunities in media, turning threats into insights into opportunities. The presentation future media – no more middle men, is an…
Delivering immediate effect might not be the best business model for designing long-term valuable marketing initiatives. Advertising is known for getting peoples attention and affecting…
Adding digital components to increase the engagement in and value created from a TV event, means thinking outside the obvious Facebook chat integration, the PC,…
Read the PostThinking outside / igniting the real world component
Does advertising need to restate its role in the marketing communications industry? And what is the role of strategy, or planning, in this process? By…
After publishing the slideshow Seven actionable marketing trends about a month ago, I asked if there was an interest in an expanded version of the…
Read the PostExpanded version of Seven actionable marketing trends
A company’s ability to engage and connect with people has to do with its imagination and not the product or product category. A couple of…
Online advertising will change fundamentally during the next year to four years. The reason is more unexpected, and with larger consequences, than anticipated. I’ve written…
Read the PostOnline advertising is changing because the media business model is changing
Mobile is at the forefront of representing a completely new way of thinking about marketing. But in order to understand this we need to look…
Every traditional marketing campaign is a customer purchase, that is no revelation: ROI and CPC, CPM, CPA are all standards . But I suggest there…
Availability can not be underestimated, two reasons for this: 1. First, a minor mindset thing: People want to choose their own arenas, not be forced…
“The application itself is not a goal at all – it’s an obstacle between the user and their goal.” – Robert Hoekman jr . Designing…
I’ve been invited to do a five minute presentation on Context at Paris 2.0 this Tuesday . Working my way through the script I decided…
Understanding the challenges affecting digital media as a marketing platform introduces some new creative challenges. What we are seeing is very solvable, and they are…
Display advertising was designed to work inside a traditional media format, tailored to a certain context of media use. As this use-context changes with the…
What are the challenges for FMCG brands in today’s post digital landscape? Especially, how does Digital Media facilitate good marketing opportunities in the Every Day…
The relationship between media and social media is like the relationship between egg and eggplant: They share a couple of the same letters, but they…
In an epic quote by Clay Shirky there is a missing link; how do we get from one state to the other? “A revolution doesn’t…
Read the PostBridging the gap between technology and behavior
When attention and engagement becomes less important in advertising and marketing, things are going to get a whole lot healthier. 1. This, the last from…
Inspired by a question posed by @gabyrosario on Twitter I found myself thinking that if social media is not about individuals, users or consumer, but…
In a media world exploding with information, how can we make less noise? Is it reducing the content? Making it more useful and relevant? Or…
Storytelling is packaging, a vehicle designed around an idea in order to increase its effectiveness in communication. According to Al Ries, advertising is storytelling: “Without…
This last year has seen logarithmic changes in marketing, fueled by different concepts like Utilities, AR, The Collective Exchange of Ideas, Transmedia, Digital becoming ubiquitous,…
Kevin Slavin of Area/Code states in this brilliant video from 5D Conference (previously published on this blog) that TV is an event, something millions of…
As long as the standards for measuring value belongs the old Attention Web mindset, the ability to prove new value and need for new strategies…
We seem to be looking for universal principles, when we should be looking for fragmentation. It’s quite common when trying to understand something that we…
If you want to know what the future might look like, start tuning your antennas to the ideas of Kevin Slavin of Area/Code . In…
Read the PostViewers and users are the same people, the question is how to reconnect them again
The first ten years of digital was (to a large extent) the same siloed ideas that we’d already been exploiting for decades on other content…
Read the PostDigital didn’t change anything, but everything digital changed.