Trashradar

“In the next few years I think we’ll see the emergence of three agency models. The model born from the traditional agencies will excel in creating stunts that start in mass media or online and then (if they hit a cultural nerve) are fuelled by social media. A pure digital agency model will survive by continuing to create a systematic service layer for clients. This will include e-commerce, e-CRM and all the utility/informational stuff companies will need to stay relevant in the networked world. The third model is a hybrid of brand story telling and systematic design. This is the hardest and involves innovating and communicating. It’s the model I’m most interested in.”

“I think about the progress we’re making in building a balanced creative offering. This involves teams with people who can tell simple powerful stories sitting next to people who can design systems. Half of it is getting the right talent, the other half is creating a culture that respects and utilizes these different ways of thinking.”

04/5/11

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JACK: Experience Brands: Coke at 125: Lessons all brands should heed »

09/2/11

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“ Some drink deeply from the river of knowledge. Others only gargle. ”

24/11/10

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“Creative teams… now need to behave more like improv actors — “story building” instead of storytelling — so they can respond in real time to an unpredictable audience. Marketing actually needs to be useful — “use-vertising” instead of advertising — which means that you must think more like a product developer than an entertainer. While campaigns once promised glossy anthemic concepts, perfected before being shipped off to the waiting client, digital is incremental, experimental, continually optimized — “perpetual beta” — and never, ever finished.”