The Hierarchy of Digital Collaboration

Digital technology is changing our world and advertising as we knew it may be a thing of the past.

Brands today need to offer consumers more than just a one-dimensional message. They need to offer the consumer an experience that is engaging. An experience that involves the consumer without pushing itself onto the consumer. The name of the game is positioning your brand so that it fits seamlessly into the consumer's life.

Some brands have understood that message and are implementing it. Others are just beginning to understand how the world has changed. They will either have to catch up or suffer the fate of brands that are no longer relevant: redundancy.

Clay Shirky outlines the three main modes of digital collaboration, in order of difficulty, they are: Sharing, Cooperation, and Collective Action.

I have no doubt that in the next year we're going to see many more brands starting to think about these challenges. The question once we've brought people together (through Twitter or Facebook) around a shared interest: How can we help them to take action?

The answer: As Henry Jenkins likes to say, you need to both bring people together and give them something to do.

John Hunt: Brands are defined not by ads, but by the ideas (Part 2)

3. It’s not my idea, it’s our idea – John Hunt explains how big egos suffocate creativity and why ideas benefit from being shared.

4. Your brain needs room to breathe. In the last of four short films, Worldwide Creative Director John Hunt describes how a relaxed environment can lead to greater creativity.

Recession: 5 Dominating Advertising Approaches

Here is a really nice short presentation about advertising
in recession.

The truth is I did quite extensive research about advertising in recession and the long and short of it is that it actually pays to keep advertising in a recession.

In fact brands that actually increase their adspend may find they boost themselves so far ahead of the competition, it may take competing brands up to 6 years to close the gap formed.

Other brands like Kellogg's, made such a leap during recession it left their fiercest competitor, 'Post cereals" biting the dust. "Post" has never regained it's #1 slot since.

What ever the case, advertising should be seen as a time of opportunity. A time for brands to move ahead and create more meaningful and positive connections with their consumers.

Tali Weiss' presentation is not only concise and to the point, but also well up to date. Most clients are not interested in history; they want to know how their competitors and other big brands are reacting and handling the recession issue.

View more presentations from Taly Weiss.

John Hunt: Brands are defined not by ads, but by the ideas (Part 1)

In a series of four short films, TBWA Worldwide Creative Director John Hunt answers questions about creativity, disruption and media arts. Prepare for inspiring thoughts about instinct, sharing, humour – and coat hangers.

1. Brands are defined not by ads, but by the ideas behind them. In the first of four films, Worldwide Creative Director John Hunt shares his definition of the ‘coat hanger’ idea:

2. What does a big idea look like? In our n ext fi lm, John Hunt tells us how to spot those vital signs!

This is my first post

And these are the first lines of my blog