Leo Burnett - Cultural Fuel

As more pressure is put on marketers and their agencies to do more with less, some of the most interesting opportunities for connecting with people come not from creating marketing campaigns, but finding new ways of creating value for consumers outside of the delivery of marketing messages.  This situation is an exciting new charge we feel today in our agency, as we look to find creative ways to have Brands participate in society with our consumers.  It’s not just reinventing ourselves as an advertising agency, but actually reinventing this reinvention into our begin a whole new kind of partner for our clients and their business.

Razorfish recently grabbed such an opportunity in their participation of a venture with Citigroup and Microsoft - linking content (in Citi’s case consumer data), with computing power (in Microsoft’s case) to create Bundle.

Interesting and inspiring - and I can’t wait to see where they go with this!  It also raises some fascinating questions in terms of what an agency model should be when the output is not a creative asset, but a business strategy, or even a new company.  I have had the chance to work on some projects like this with our clients, and I can honestly say it is as challenging and eye-opening as it is rewarding.  Check out the Bundle beta here.

Read about the venture here.

Source: AdWeek

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Good news from P&G: their digital guy gets it. Well, in fact, even though they are the biggest marketer in the world, which could mean being slow and rigid, P&G actually already has made many forays into “new” media over the last couple of years already. Some were successful, some weren’, but failure is not the issue. Says Dave Knox, corporate marketing brand manager for digital business strategy:

“Take risks with unique ideas and see what happens. In this digital world, failing doesn’t mean defeat … but the key is being able to fail fast so you can get on to the next idea.”

and:

“If every idea is run through a committee and validated with consumer research, you will just end up with a watered down idea,” Knox said.

Kudos, we love that attitude. Now let’s hope the next 5 years are actually the next 5 years where marketing will finally be transformed. Because I’ve been saying this sentence for the last 15 years, and I hate sounding like a broken record.

Read the whole article on WARC

via Matthias Eylers FB Stream

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In this Video, Microsoft shows their future vision. Basically, it seems the future is all about Microsoft Surface and really intuitive productivity: technology embedded into everything, Minority report-style, but with more soothing music. In comparison with other future visions, I think the timeline is somewhat realistic. Although, come to think of it, this being Microsoft, I would add a couple of years for the Service Packs until all this stuff actually works.

Thanks Valentin for the link.

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Found this on Dino’s blog:

A short view at the instant future, which, to many shouldn’t come as a surprise, but still depicts a realistic scenario of what it means when digital lifestyle becomes mainstream.

2010: Entertainment and Communication from Faris Yakob on Vimeo.

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