The Next Big Idea Afternoon Show Part 2

3:50 – 3:55 pm
GLOBAL PRODUCT PLACEMENT TRENDS: REACHING THE FRAGMENTED AUDIENCE THROUGH TRADITIONAL MEDIA
A Research Update from PQ Media
Patrick Quinn, President, PQ Media


3:55 – 4:40 pm
DELIVERING THE WORLDWIDE WOW: BEHIND THE SCENES OF CREATING, MARKETING AND MEASURING AN ONLINE WINNER
During this panel discussion, you will hear winning formulas and real-life examples of how to successfully create and measure an online viral marketing buzz, implement cross-platform strategies and build brand relevance by surrounding your customer in new ways. Our experts share how they discovered to delight and engage their customers through online viral advertising that adds brand value by building relevance and presence in their consumers’ lives.
Samantha Saturn, Senior Vice President, New Media, Columbia Records
Gerrit Meier, SVP and GM, Clear Channel Online Music & Radio
Gayle Toberman, MSN Global GM, Branded Entertainment and Experiences, Microsoft Corporation
Moderated by Scott McKenzie, Group Editorial Director, Billboard Information Group


4:40 – 5:25 pm
IN-GAME ADVERTISING: ENABLING MADISON AVENUE TO REACH THE COVETED 18-34 YEAR OLD TARGET MARKET
Video games are the latest frontier in brand placement. Other media can say they drive consumer awareness, but video games are the only medium that has proven it can change consumer preference. Robin will discuss how the burgeoning gaming industry offers powerful and unique opportunities to reach the coveted audience of 18-34 year old males.
Robin Kaminsky, Head of Global Brand Management, Activision Publishing, Inc.


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The Next Big Idea Afternoon Show Part 1


2:00 – 2:50 pm
REDEFINING CREATIVE CULTURE
Most agencies cling on to calcified creative habits. How are you planning to transform your creative culture to ensure you survive in the new consumer controlled media landscape? Nick covers why traditional agencies have the wrong idea when they talk about the Big Idea, why the whole creative process is antiquated, and how creative culture needs to change to remain relevant in today’s consumer controlled media landscape. Nick shares proven examples to help you develop strategies to deliver targeted, relevant content that adds value to the consumer experience.
Nick Law, Executive Creative Director, R/GA
Introduced by Al Lieberman, Executive Director, EMT Program, NYU Stern School of Business


Culture


Big agencies say that consumers have changed, what have the agencies not?


Technology Shift, Many Screens...from listening to interacting. Creative disciplines in "tribes" or discreet groups. More and more tribes have emerged to the point where they must converse with each other (even thought they speak very different languages).


The Misguided Leadership of Advertising/Advertising counter revolution


The restoration of the narrative in the interactive space


Consumers are looking for utility and entertainment


Advertising is talking to itself, not necessarily looking at what is effective and speaks to consumers


What is a big idea? The big idea can be routed in technology- Nike ID billboard


Bringing back to the product itself can go beyond the 30 second spot


Interactive is the hub/Technology is creative . Don't outsource it!


Stop thinking about channel, start thinking about format


Stop selling scribbles, start prototyping (jaffe- UNMTPNM)


Stop creating punch lines, start being useful


Product Experience- Nike ID


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2:50 – 3:20 pm
THE FUTURE OF EMERGING MEDIA: A LOOK AT THE LEGAL CHALLENGES AHEAD
What tools do you need to decode the legal ramifications of emerging media and nontraditional distribution platforms? How can you use technology effectively and legally to better protect and enhance your brand? What should you anticipate in terms of policy, guidelines and legislation? This discussion with a leader in advertising and new media law will help illuminate the legal issues raised by emerging media and the convergence of technology and content.
Linda Goldstein, Partner, Manatt, Phelps & Phillips
Interviewed by Matthew Belloni, Editor, The Hollywood Reporter, Esq



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Gotta Love Networking (and lunch)

12:00 - 2:00 pm
THE NEXT BIG IDEA east LUNCHEON
Lunch Sponsored by Air Media, Inc.
At this celebratory luncheon, Adweek will present the winners of the 2005 BUZZ Awards celebrating excellence in integrating brands and media.
To learn more about the BUZZ Awards, visit
BUZZ Awards


The buzz awards were ok, the chicken was decent, no harm done!


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The Next Big Idea Morning Show Part 2 (electric boogaloo)

10:15 – 10:45 am
NETWORKING BREAK
Sponsored by BriteVision



10:45 – 10:50 am
ALTERNATIVE MEDIA TRENDS: THE IMPACT ON TRADITIONAL MEDIA
A Research Update from PQ Media
Patrick Quinn, President, PQ Media


Americans over scheduled


1975 - 8 media options


2006 - 21 media choices


Alternative media will be double what it was in 2000 by the year 2010, outgrowing traditional media growth by 10%


UGC will grow from 20MM 200 to quarter of a billion dollars



10:50 – 11:35 am
DIRTY CLOTHES, TINY BUBBLES AND OTHER TRICKS OF THE GUERRILLA TRADE
As you continue to try to bypass traditional marketing vehicles, more and more nontraditional marketing campaigns pop up in alternative spaces - street, viral, guerilla - on and offline. Our panelists discuss how to measure ROI and give an in-depth examination of the current state of alternative marketing: what's working & what isn't.
Kathy Delaney, President, Chief Creative Officer, Deutsch Inc.
Helayna Minsk, Director of Marketing, Unilever
Drew Neisser, President and CEO, Renegade Marketing
Moderated by Karen Benezra, Editor, Brandweek


What are the most exciting things you are doing?


Kathy Delaney on Ikea Event at the Javits center and decoration of NYC (this was pretty cool I have to admit)


Myths and Mantras about Guerilla Marketing


Drew Neisser- The definition of media has expanded (the best comment so far). Boundaries are melting, online/offline, entertainment/advertisement, mass/micro, media/technology, advertising/marketing/PR/Media/CRM


Helayna Minsk- We need to be where the consumer is. (Interesting thing Helayna did, every time she referred to the consumer she said "she", the odd thing is that this stood out. Not that I disagree, I just think it interesting that it stood out).


All Small and Mighty Campaign- A bus covered in clothes. I missed this one and, I am not upset about it.



11:40 am – 12:00 pm
THE BUBBLE PROJECT: TRANSFORMING ADVERTISING MONOLOGUES INTO PUBLIC DIALOGUES AND HAVING LOADS OF FUN DOING IT
Over 30,000 blank talk-bubble stickers have been placed on top of street ads in New York. Passersby fill them in and the photographed results show incredible commentaries on a wide range of topics including media, sex, politics, philosophy and advertising. The Bubble Project transforms advertising into a platform for people to express themselves free of censorship and talk back at adverting messages forced upon them. Ji Lee will share his story of how a $3,000 personal project has been connecting with millions of people and his lessons learned on why people are so eager to fill in the blank.
Ji Lee, Art director and Designer; Founder, Bubble Project


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The Next Big Idea/The Morning Show

Wow, it is quite empty in here! I guess I will get to keep the next big idea to myself :) (btw- these posts will put published as soon as possible, no post production except tagging)


8:30 – 8:40 am
THE NEXT BIG IDEA WELCOME ADDRESS
Jim Taylor, Futurist and Vice Chairman, Harrison Group


A powerful new environment, integrated efficiencies, everyones ability to participate in media.Lunch in gallery 8 (that is my favorite thing that was said so far)


Media as a tribal phenomenon (I really like this idea).


8:40 – 9:25 am
COURTING THE CONSUMER IN A CONVERGING MEDIA LANDSCAPE
How can we create breakthrough brand messages in a converging media landscape? From courtship to long-term relationship, consumers have an opinion on how you should market to them. Yet technology continues to shift the rules of engagement. Karin discusses how to reach consumers in the increasingly fragmented new media world we live in today.
Karin Timpone, Head of Marketing, Yahoo! Media Group


Innovation


She starts with lo tech examples: Clever examples of images that do not employ the next big from a technology standpoint.


Content Experiences/Entertainment


How does the consumer fit in this landscape?


Cable TV=Brand Destination


Converging Media Landscape=Consumers in Control (I do not think that is the next big idea, I will try not to be a cynic as, that is very easy)


The Importance of Authenticity in this Landscape


Media Ecosystem= Content>Technology>Branding


Allow Fans to show their Creativity=Shakira Viral Video put the album back on to the top 10 after long being off


Participation is a staple in today's media mix


Speaks about Howard Nation, Mission Impossible 3 etc. =Avatar Marketing, Web Casting, Live Streaming events, Live fan questions from the web to Tom Cruise for MI iii


More Tools of the Trade- RSS Feeds (YAY) Content Badges (widgets), blogs, beyond the browser


Programming as "Journey". Survey said 29 percent of people have gone online without a predetermined destination


Focus on Valuable Behaviors= Sign up, tune in, tell a friend, create, distribute, rate, review, purchase.....etc.


"the 9" on Yahoo. Producers Comb the web at night to present a best of the web 9.yahoo.com


What's Next: Deeper Emotional Connection, More Sophisticated Design, Creative Community, Further Globalization


9:30 – 10:15 am
USER-GENERATED CONTENT: A VIEW OF ITS VIRAL, MOBILE & ONLINE FUTURE
Brian Monahan and Michael Schrage engage in an open conversation about how marketers can connect in a dialogue and ultimately forge strong brand relationships with their target audience through user-generated content. Your best customers may turn out to be your most creative advertisers and resellers. Can you afford not to treat them that way? Your customers have opinions and insights that may prove extraordinarily valuable. Your customers can, and should, do more than just buy.
Brian Monahan, Senior Vice President, Director, Emerging Media Content Practice, Universal McCann
Interviewed by Michael Schrage, Co-Director, MIT Media Lab's E-Markets Initiative- Scot Gensler Grouper Networks, a Sony Company


What Kind of Evolution is this going to have?


Consumer Empowerment- Expression through social media/an alternate media media universe/26 Million new blogs last year


Letting Users make ad like assets


"The Big Idea to the Big Ideaology" Scot Gensler


Figure out means to listen, communicate, engage. Turn consumers into consumer advocates at digital touch points


Buy.com Consumer expression of  love for a product through low/no cost ads


Self Selection of Social Networks



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The Next Big Idea Introduction/WI (no) FI

Today I will be covering VNU's The Next Big Idea. It promises to be a great event. Perhaps they will talk about blogging, I would love to learn what that is :)


If you have no interest in Marketing, Advertising, Media and Technology you should not be reading this blog today (you may consider never reading it as, that is the central focus).


.I will do my best to bring the event  to you live but, the WI-FI here is very slow and very expensive so, we will see what happens (it is not looking good). I do promise to post as often as possible!


As I am typing I am noticing that, even though I just paid $10.95 for an hour of WI-FI at the Millennium Hotel in NYC, I cannot get through to any web page!!!


Perhaps I will ask for my money back but, somehow I do not think I will get it without a fight. Long live public WI-FI


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Living La Vida Long Tail

I know that there has been a lot of buzz around the concept of the Long Tail.  The book just came out and suddenly this phrase is an essential part of every talk I head about life on the web. Being a search engine marketer, I have lived with the long tail for a while now but, with every passing day, the long tail enriches my life more and more.


Here are some folks I learned about along the long tail (each have had a major impact on my life and/or work:


In years past including someone's work in your own may be plagiarism. today, it strengthens the long tail. David Armano I salute thee!



I love this guy! Read his blog and you will get smarter!


Frank Gruber always has some great things to share, if you do not already read his blog, you should!



There are so many more along the tail and I must say, it is a fun journey down it!


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VON, How I missed thee!


I was almost able to make it to VON in Boston but alas, my busy life led me home.  So, for all the fans of A Media Circus I have done the next best thing, steal!


The picture about is from Justin Kownacki's blog. I strongly recommend taking a look at his account of the affair, he is a smart fellow!


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Blog Love From The Ladies

 I was at podcamp this weekend and aside from the  there were only a of ladies. Why is this?

Well, thanks to BlogHer we are finally able to read blogs from rationale individuals. Check out this article from ADOTAS

Link to Adotas » BlogHer Launches Ad System for Female Bloggers

Ad(d) Value

For those of you who have had the pleasure to meet me ( :) ) and talk media/advertising/marketing you may know that my ultimate vision of a perfect communications strategy is rooted in adding value to the consumer (SEM most certainly fits into this category and SEM is large part of my life so, I will save that discussion for another post).


Now, I do not claim to be the most polished,  traditionally trained marketer (my core competency and my masters education is in media) however, being in the world of modern media, you really cannot get by without a vast knowledge of marketing and advertising.


Anyone who is worth their weight in modern media has done their homework on the sister disciplines to media (I would include technology in this family as well).


At times I feel very luck not to have studied marketing in a formal environment that harbors old world thinking as, I am able to maintain a bit of outsider perspective and say to myself, "why the hell does anyone think that campaign will help promote/sell a product when the brand attributes, points of differentiation or value (or anything else that helps to form a brands USP) or touted in the campaign?" (re: WASSUP)


I was talking to a friend of mine last week and asked him his opinion on advertising that is seemingly unrelated to the product it is speaking about and he said, "You gotta keep it out there" but why not add value to the brand while keeping it "out there"? Why not attempt to engender love?


Imagine this, you are buying a football highlights DVD from Amazon and you are about to check out and choose your shipping options. You pick three day ground and it has a price tag of $3.99. As you go to complete the process you get a big Budweiser Banner that says, "The Shipping Is On Us, The Beer Is On You, Enjoy!".


A small percent of people will spend that savings on beer (yes, it will be a small number but, a number  nonetheless). Another percent will spend that savings on a beer that has not yet been determined. All things being equal, if that person heads to the store with a positive image of Budweiser in their mind there is chance that the savings Budweiser was so generous to underwrite may have an effect on that consumer. Perhaps it won't have an effect. Perhaps when the DVD is shipped, it will be shipped with a coupon to save x dollars on a case of Bud.


I realize that I have not laid out some groundbreaking marketing plan (or even a radically different use of media) however, it is this type of micro persuasion that, in the aggregate can engender the type of brand love that I do not feel silly (and often time obtrusive and ignored) television commercials can engender.


Call me crazy (some do anyhow, I am used to it!)



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Fear and Loathing at Podcamp

So, for those of you who are very loyal to my blog, I am very sorry for checking out for a few hours. You may think that podcasters do not know how to party but, boy are you wrong!


After the last session we headed over the Grand Canal where there was a nice spread waiting for us. Drinks were underwritten by Jeff Pulver and things got exciting. I had a nice long talk with a young lady about linguistics (something that I really love) and wound up in a strange karoake bar eating fries with Justin. A totally fun night!


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Who said the web is a river?

I first heard the idea of the web as a river when David Sifry mentioned it at Supernova. He responded to my post and said it was a Doc Searls thing (I think) but, I am really not sure as, I just saw this article about the River of News which credits Dave Winer


Anyhow, since I do not know the answer to this question, I am just going to say that I read both of these great blogs and love this concept!Tags: ,


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Session: You and Your Brand

Speakers: C.C. Chapman, Managing the Gray/Accident Hash and Mitch Joel, Six Pixels of Separation


This session is geared to be heavily question and answers because we want to help YOU work on building your brand. We will keep the slides to a minimum and the discussion as active as possible.

The concept is simple but one that many people miss. This is not only for podcasts looking to make money. It's important for everyone to think about their self brand and what it means to them.

Audience submitted question:

* Can you touch on how to balance personal brand w/corporate brand for corporate podcasters?


A Few Key Ideas


Corporate Storytelling


Know Your Personal Brand


Mental Tatoos and Branding


15 Second Elevator Pitch


Don't Emphasize The Technology, Emphasize the Content


Learning you personal story through feedback from others in the social media space


In Marketing, "Always Talk To Strangers" / "It's all about who knows you"  -Mitch Joel


"One to one is not always- one to one and it ends there"


Would you like to sire next to you at dinner? -The Economist


Typically the one to many conversation was one that only companies and large brands could have thorugh spending a lot of money on advertising- New technology has allowed everyday people to employ "real power" to talk to "the many"


The most powerful voting tool ever- The Mouse


"Be you Becuase Others Are Already Taken" - Mitch Joel



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Podcast Session One- : Podcast Marketing - 5 Tools To Grow Your Audience Today

Speaker: Christopher S. Penn, The Financial Aid Podcast and the Student Loan Network


You can check out the presentation here Podcast Marketing


The one theme that seems to be recurring through his presentation is ubiquity. Be at all places at all times with your podcast (and with all your media efforts for that matter)


A little tidbit for all the SEO geek's out there: Did you know: .EDU and .GOV domains are seen as more relevant to search engines so, if you do not have one of those domains make sure that people who do are linking to you


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