“The ad industry’s traditional approach to a story arc — beginning, middle and end in a 30-second spot — is a thing of the past. Rather than telling one story in one video and uploading it once on YouTube, tell stories that can’t be contained.”
Should one have been purveying their Facebook feed, one may have witnessed a series of launch campaign bites for new Lindeman’s wine brand, the Gentleman’s Collection.
With the Gentleman’s Collection marketing, Lindeman’s have identified a problem with their target market – confusion over what it means to be a …Read More...
Recently, Google very quietly introduced an experiment to disrupt themselves – no less their single biggest cashcow, Adwords.
Google Contributor gives consumers the choice to pay a monthly fee to have ads removed from sites they visit. Subtly different to Ad Blocking, Contributor will allow users to replace ads with content of their own choice – eg. RSS feeds, images, to-do lists – effectively transforming advertising space into real estate for personal productivity.
In such a context, the only way for ads to remain to be seen is …Read More...
How much of your job depends on following a system – established rules & processes?
Success in the Industrial Economy relied on this – we needed precise rules and processes to remove human variation so that we could consistently make widgets at scale.
But what happens when we are no longer widget workers but knowledge workers?
What happens when our medium goes from the physical to the intangible (digital) …Read More...
“TV is like a formula one track – its predetermined. You can still put a piece of shit on it or a high performance car but the track is set. Digital is like the streets – you can take a coastal road or an off ramp and end up driving to a dump”