RICK MATHIESON: GENWOW.COM

5 Top Trends to Capitalize on Now: Branded Games (AMA/Aquent Webcast Pt. 3)

Part Three of last week's special webcast "5 Top Trends to Capitalize on Now," sponsored by The American Marketing Association & Aquent.

Today: Trend #3 - The serious business of branded games.

(View the entire webcast here)

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>> AVAILABLE EVERYWHERE BOOKS ARE SOLD <<<

  "... EXCELLENT ..."

 

“Through persuasive arguments and Q&A's with the major players in advertising, Mathieson makes an excellent case for greater creativity and outside-the-box thinking backed up with solid ideas."

Publisher's Weekly

 

>>> IN STORES NOW: ORDER YOUR COPY HERE <<<

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5 Top Trends to Capitalize On Now: Hyper-Targeting (AMA/Aquent Webcast Pt. 2)

Part Two of last week's special webcast "5 Top Trends to Capitalize on Now," sponsored by The American Marketing Association & Aquent.

Today: Trend #4 - A look the emerging world of so-called "smart advertising," the new wave of data-driven online display advertising - and the implications for advertising and consumer privacy.

(View the entire webcast here)

 

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>> AVAILABLE EVERYWHERE BOOKS ARE SOLD <<<

  "... EXCELLENT ..."

 

“Through persuasive arguments and Q&A's with the major players in advertising, Mathieson makes an excellent case for greater creativity and outside-the-box thinking backed up with solid ideas."

Publisher's Weekly

 

>>> IN STORES NOW: ORDER YOUR COPY HERE <<<

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5 Top Trends to Capitalize On Now: Social Media (AMA/Aquent Webcast Pt 1)

Part One of last week's special webcast "5 Top Trends to Capitalize on Now," sponsored by The American Marketing Association & Aquent.

First up: Trend #5 - A look at major trends in social media, including possible saturation as the number of people participating in social media begins to plateau and even drop.

(View the entire webcast here)

 

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>> AVAILABLE EVERYWHERE BOOKS ARE SOLD <<<

  "... EXCELLENT ..."

 

“Through persuasive arguments and Q&A's with the major players in advertising, Mathieson makes an excellent case for greater creativity and outside-the-box thinking backed up with solid ideas."

Publisher's Weekly

 

>>> IN STORES NOW: ORDER YOUR COPY HERE <<<

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Beyond 'The On-Demand Brand': New Bonus Content Available

Courteney Monroe, EVP, Consumer Marketing for HBO, on the strategy behind "Voyeur" and "Imagine."

Julie Bornstein, senior vice president of Sephora Direct, on enhancing the in-store experience through mobile.

Prinz Pinakatt, head of digital marketing for Coca-Cola Europe, on the power of branded mobile apps.

Adrian Si, head of interactive marketing for Scion, on running a branded entertainment portal. 

And Derek Robson, managing partner for Goodby, Silverstein & Partners, on reinventing the ad agency.

These are just a few of the source interviews recently added to our special Bonus Content Page, Beyond 'The On-Demand Brand.' Check it all out here.

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>> AVAILABLE EVERYWHERE BOOKS ARE SOLD <<<

  "... EXCELLENT ..."

 

“Through persuasive arguments and Q&A's with the major players in advertising, Mathieson makes an excellent case for greater creativity and outside-the-box thinking backed up with solid ideas."

Publisher's Weekly

 

>>> IN STORES NOW: ORDER YOUR COPY HERE <<<

 

 

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Alex Bogusky Tells All (Pt 1): 'Whatever It Takes'

This last July, word spread fast that Alex Bogusky - advertising's golden child and Adweek's "Creative Director of the Decade" - was leaving Crispin, Porter + Bogusky and parent MDC Partners. Not to go to a  rival shop, but to retire from the industry at the ripe old age of 47.

The industry reeled, as the man behind such breakthrough work for Burger King, American Express, Sprite, Domino's and Microsoft, was leaving the business he'd shaped more than any other person over the last 10 years.

In my new book, THE ON-DEMAND BRAND, Bogusky - known for his cutting-edge creativity and slacker chic style - participates in what is perhaps his most in-depth interview ever on what it takes to succeed in digital marketing.

Over the next few says, I'll post audio excerpts from that interview, starting with Part One, in which I ask Bogusky about his mantra - "whatever it takes to make our clients famous" - and how digital experiences play such a central role in that effort.

ALEX BOGUSKY TELLS ALL: PART 1 - 'WHATEVER IT TAKES'

(Approx. 4 min)

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>>> IN STORES NOW - LEARN MORE (AND ORDER YOUR COPY) - HERE <<<

"... EXCELLENT ..."

 

“Through persuasive arguments and Q&A's with the major players in advertising, Mathieson makes an excellent case for greater creativity and outside-the-box thinking backed up with solid ideas."

Publisher's Weekly

 

>>> IN STORES NOW - LEARN MORE (AND ORDER YOUR COPY) - HERE <<<

 

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Reinventing Goodby (Concl): Derek Robson On Digital Transformation For Agencies - And Clients

How agencies can avoid obsolescence - and why brands shouldn't just look to their agencies for all the answers. In the conclusion of excerpts from source interviews with Derek Robson, the man credited with leading the massive digital transformation effort at Goodby, Silverstein & Partners - which resulted in work like the augmented reality initiative for GE shown here - we get advice to agencies and clients alike on marketing in the digital age. Along the way, we hear how Robson helped co-founder Rich Silverstein overcome one of his greatest fears.

PART 3: Digital Transformation for Agencies (And Their Clients)

(Approx 4:04 min.)

Also, don't miss:

PART 1: Agent Provocateur

Part 2: Branding Beyond The :30 Second Spot

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>>> IN STORES NOW - LEARN MORE (AND ORDER YOUR COPY) - HERE <<<

"... EXCELLENT ..."

Publisher's Weekly

 

"... A MUST-READ ..."

Russell Weiner, Chief Marketing Officer, Domino's Pizza, Inc.

 

"... WITTY, INSIGHTFUL, DYNAMIC AND HIGHLY INSPIRING ..."

Alison Moore, Vice President, Brand Strategy & Digital Platforms, HBO

 

"... TRULY A MUST-READ FOR MARKETERS WHO NEED TO CUT THROUGH THE CLUTTER ..."

Connor Brady, Chief Creative Officer, Organic, Inc.

 

"... REQUIRED READING FOR THE DIGITAL AGE ..."

Peter Cole, Technology Director, RGA

 

 >>> IN STORES NOW - LEARN MORE (AND ORDER YOUR COPY) - HERE <<<

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Reinventing Goodby, Silverstein: The Derek Robson Interview (Pt. 1)

Call it “How Goodby Got Its Groove Back.”

This last October, I had the good fortune to be invited to speak about advertising innovation at the AICP Conference in New York City. Ad legend Jeff Goodby was also on hand, and among other things, he shared some of the ways his agency has sought to transform itself from a shop best known for eye-popping TV commercials into a digital marketing machine.

During his session, Goodby talked about how new managing partner Derek Robson had led the effort, and how well it's paying off.

In writing my new book, THE ON-DEMAND BRAND, I talked to Robson directly about the transformation effort, and about how Goodby, Silverstein & Partners - the agency behind such classic campaigns as "Got Milk" and the Foster Farm Chickens - had found itself in a funk, and felt increasingly irrelevant in an emerging, transmedia world of social media, user-generated content, mobile, online video and more.

A few years ago, the agency set an ambitious goal to completely revamp itself for the digital age. "Our goal is to be unrecognizable 12 months from now," creative director Jamie Barrett told the industry press at the time.

It was well worth the effort.

In less than a year, Goodby saw revenues leap 20% to $102 million.

At the start of its transformation effort, 80% of the 26-year-old agency’s revenues came from traditional advertising campaigns (and less that 20% coming from digital initiatives). Today, it’s 60/40.

Now, a team once vexed by what it called “Crispin Envy” for all the attention Crispin Porter+Bogusky was getting for its groundbreaking digital initiatives, found its own footing – and then some.

Indeed, so remarkable has the transformation been that ADWEEK named the resurgent Goodby U.S. Agency of The Year.

And while many have driven this transformation, no one has received more credit as a catalyst for change than Robson, whom Goodby recruited from Bartle Bogle Hegarty in London.

As the agency’s new managing partner, Robson immediately began implementing some strategic changes that have helped the agency retool, reconfigure and recalibrate itself for an amazing new era.

Over the next few days, I'll post excerpts from source interviews with Robson where he shares his perspective on his approach to fostering transformation, and his advice to marketers and agencies hoping to do the same.

Up first: Confronting 'Crispin Envy."

PART 1: Agent Provocateur (Approx. 5.27 min.)

(Approx. 5.27 min.)

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>>> IN STORES NOW - LEARN MORE (AND ORDER YOUR COPY) - HERE <<<

"... EXCELLENT ..."

Publisher's Weekly

 

"... A MUST-READ ..."

Russell Weiner, Chief Marketing Officer, Domino's Pizza, Inc.

 

"... WITTY, INSIGHTFUL, DYNAMIC AND HIGHLY INSPIRING ..."

Alison Moore, Vice President, Brand Strategy & Digital Platforms, HBO

 

"... TRULY A MUST-READ FOR MARKETERS WHO NEED TO CUT THROUGH THE CLUTTER ..."

Connor Brady, Chief Creative Officer, Organic, Inc.

 

"... REQUIRED READING FOR THE DIGITAL AGE ..."

Peter Cole, Technology Director, RGA

 

 >>> IN STORES NOW - LEARN MORE (AND ORDER YOUR COPY) - HERE <<<

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#1 Digital Marketing Trend for 2011: Augmented Reality (AMA Presentation)

 Yes, it was over-hyped in 2010 - not even remotely ready for prime time.

But in the conclusion of my talk at a recent MNAMA's Digital Series event to promote my new book, THE ON-DEMAND BRAND, I look at some of the ways augmented reality has pointed to possibilities that could redefine the world of marketing in the decade ahead.

 

 

You'll hear about some of my favorite recent AR initiatives - including the Hyperfactory's "Virtual Tennis" AR campaign for Coca-Cola Europe; Ray-Ban's AR-enabled website; Publicista's "Cleanest Test Drive Ever" for Toyota Auris and more.

And you'll hear some thought-provoking predictions form Prinz Pinakatt, head of digital marketing for Coca-Cola Europe, on what augmented reality has in store for 2011.

#1 TREND IN DIGITAL MARKETING FOR 2011: THE EVOLUTION OF AUGMENTED REALITY

(Approx. 4:18)

ALSO LISTEN TO:

AMA Presentation Part 1: #5 Top Trend for 2011: Social Media

AMA Presentation Part 2: #4 Top Trend for 2011: Hyper-targeting

AMA Presentation Part 3: #3 Top Trend for 2011: Branded Games

AMA Presentation Part 4: #2 Top Trend for 2011: Mobile Marketing

 

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>>> IN STORES NOW - LEARN MORE (AND ORDER YOUR COPY) - HERE <<<

"... EXCELLENT ..."

“Through persuasive arguments and Q&A's with the major players in advertising, Mathieson makes an excellent case for greater creativity and outside-the-box thinking backed up with solid ideas."

Publisher's Weekly

 >>> IN STORES NOW - LEARN MORE (AND ORDER YOUR COPY) - HERE <<<

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Interview: Laura Klauberg, SVP, Global Media, Unilever (Pt 3) - On Fostering Brand Innovation

So how do you create a culture of brand innovation that results in so many great initiatives, from Suave's "In The Motherhood" user-influenced online television show to Dove's massive "Campaign for Real Beauty"?

 

  In part three of this source interview with Unilever's powerful senior vice president of global media for the new book, THE ON-DEMAND BRAND, Laura Klauberg discusses some of the ways marketers at Unilever stay ahead of the change curve - and how you can, too.

THE KLAUBERG MANIFESTO PART 3: BRAND INNOVATION AT UNILEVER

(Approx 4:49)

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>>> IN STORES NOW - LEARN MORE (AND ORDER YOUR COPY) - HERE <<<

"... EXCELLENT ..."

“Through persuasive arguments and Q&A's with the major players in advertising, Mathieson makes an excellent case for greater creativity and outside-the-box thinking backed up with solid ideas."

Publisher's Weekly

 >>> IN STORES NOW - LEARN MORE (AND ORDER YOUR COPY) - HERE <<<

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Interview: Laura Klauberg, SVP, Global Media, Unilever (Pt 2) - On The 'Evolution' of Dove

As I told Broadcasting & Cable magazine at the time, it was all a tremendous paradox: a beauty industry brand encouraging women to reject beauty industry stereotypes.

But that was just the beginning.

Just as Dove's "Campaign for Real Beauty" had hit mainstream consciousness, Unilever came under fire for simultaneously capitalizing on those same sterotypes in raunchy spots for Axe deodorant.

Of course, as I told B&C, the criticism was somewhat misguided. Unilever is a company with multiple brands speaking to multiple audiences.

As Laura Klauberg, Unilever's powerful senior vice president of global media, explains in part two of this exclusive source interview for the new book, THE ON-DEMAND BRAND, brand messages start with consumer insights - insights from each brand's unique audience.

What resonates with adult women wont' resonate with young men, and vice versa. And even then, Unilever says its Axe commercials, primarily aimed at men 18 to 24, are meant as spoofs.

What I wanted to know up front was how Unilever ever took such a leap of faith for Dove in the first place, making a risky bet that slamming its own product category would pay off. Along the way, we gain insights into how digital is fundamentally transforming the way consumers interact with brands - and what that may mean for television.

THE KLAUBERG MANIFESTO PART 2: THE 'EVOLUTION' OF DOVE

(Approx 4 min)

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"... EXCELLENT ..."

“Through persuasive arguments and Q&A's with the major players in advertising, Mathieson makes an excellent case for greater creativity and outside-the-box thinking backed up with solid ideas."

Publisher's Weekly

 >>> IN STORES NOW - LEARN MORE (AND ORDER YOUR COPY) - HERE <<<

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