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Rory Sutherland @ TED

Donnerstag, Oktober 15, 2009

TED again… I know. But worth watching it!

Think BIG

Mittwoch, September 30, 2009

Universal McCann: Social Media Report Wave4

Sonntag, August 23, 2009

The client´s brief

Montag, August 17, 2009

An interesting Adage article about the quality of client briefs with - as expected - shocking results.

More than half (54%) of respondents said fewer than 40% of client briefs give them clear indication of what’s expected from their agencies. Of that number, 30% said only 1% to 10% of briefs provide clear performance expectations.

The agencies responded that clients are best when it comes to identifying budget parameters and communicating the desired image and brand positioning.
Client briefs were ranked poorest when it came to providing competitive information and describing how a client’s offering ranked in the competitive landscape.
Another issue that has been addressed is that a lot of people on the client’s side are involved and that those decision makers define different priorities and targets. As a result the brief gets revised a lot of times over the course of a project.

They said ideally fewer than three client decision makers should provide an agency with direction during the course of a project, compared with a current average of more than five.

What makes the whole thing even worse is that the briefing gets handed over to many different disciplines/ specialized agencies (media, online ATL, etc.) and they all start to interpret the briefing according to their needs and then define a strategy and write a creative brief - Well shit in, shit out.

The reason for this is not that all clients are morons it’s because they have never been trained on how to write a brief - so they simply copy and past an old one – plus companies’ organizational structures created many silos and people only care about their own area of responsibility and not about the broader context.

But many agencies are still structured in the same way which makes things even worse.

Post Digital Marketing

Montag, August 10, 2009

Just discovered this fantastic presentation form Helge via Faris’ blog.
Beside the fact that the presentation is definitely too long for most peoples’ attention span it is absolutely great as it covers a lot of aspects of marketing in the context of technology, society and culture.

Adidas Originals App.

Freitag, Juli 31, 2009

A Contagious article about mobile apps referred to the Adidas Originals iPhone app. The app. guides people to Berlin’s urban art locations. The app. locates the user’s position using GPS data and displays locations where he can find street art pictures. The app. also has a gallery function which allows to preview all pictures, users are allowed to vote pictures, up-load own pictures and provided addition information regarding the artist who created the artwork.


Think the idea is great as street art fits with the target audience and the cultural + mobile context. Plus it is not a one to one copy of an online application that was already available.

Context & Cultur

Dienstag, Juli 28, 2009

Digital OOH

Montag, Juli 27, 2009

A large scale projection on the “Galerie der Gegenwart in Hamburg” realized by Urban Screen. Impressive!

555 KUBIK_ extended version from urbanscreen on Vimeo.


Meeting Ticker

Mittwoch, Juli 22, 2009

I bet you also spent a lot of time in useless or at least inefficient meetings.
So maybe you should project this on a wall in the conference room
Wonder if this would change the course of the meeting…

Clay Shirky @ TED

Mittwoch, Juni 17, 2009

Caly Shirky talks about how social media changed communication from one to many into a conversation within a community and its relevance within a political context.
The presentation shows how people use digital media to spread the real news and -as you can see in Iran these days - how it helps them to organize their protest.