While mobile phones outnumbered TV sets by over 3 to 1, PC based internet users by 4 to 1 and total laptop/desktop PC population by 5 to 1 the devices have evolved becoming highly competitive Internet terminals. This phenomenon combined with the need of a more direct, targeted approach and the opportunity of building response mechanisms are transforming mobile terminals into a very attractive channel of communication.

However there will be no recipe of success, no perfect channel or mix, the future landscape of advertising is yet to be defined and will have to be redefined over and over in always faster turnaround times. I remember a funny story I have heard some time ago during a lecture: a 7 years girl was drawing. The teacher stops and asks her “What are you drawing there?” “I’m drawing a picture of God.” (she replies) “How can you do it as nobody knows how God looks like?” (the teacher asks) Her answer was stunning “Now they will know!”

We are somehow in the position of this little girl, we navigate in uncharted waters and as Apple was reminding us so beautifully some time ago “the ones that are crazy enough to think they can change the world are the ones who will do it.”

One of the great things happening in Scala JWT is the way people approach media. It is an agency where the idea is king and demands a particular mix of communication channels. Our proven track record speaks for itself. There where projects where we had to build blogs, hire people to draw crop circles, ghost write, generate news, create underground businesses and services, involve, inspire people to generate content, create social networks from scratch, build statues.

None of this would have been possible without smart clients, open to actively listen, open to learn by experience together with us and share the risk and the glory.

photographer: Andrew Maccoll

Agency: Jung von Matt/Neckar – Germany

It is an extension of Nike + Man vs. Women the battle of the sexes campaign. The idea is to connect two different ad units on two different sites (shape.de and menshealth.de). On specific dates, messages written by women to the men on shape.de will appear in the banner on menshealth.de and the other way round.

“If you’re going to build a community, don’t center it around your product, but rather on something deeply relevant to a particular consumer group. (eMarketer CEO Geoff Ramsey.)” (emarketer.com)

Si asa mi-am adus aminte de seminarul lui Wunderman de anul trecut de la Cannes. Unele lucruri merita revazute, la urma urmei repetitia e mama invataturii…

PDF file:
Wunderman Cannes 2008

Apropo, graficul de pe emarketer merita retinut.

“… What is a sustainable, defensible business strategy online? I have no idea. I don’t think such a thing exists. For all the excitement, for all the promise, there are no sure bets. The two concepts are incompatible. You’ll have to pay your money and take your chances. To cause investors even more discomfort, almost all innovation comes from small start-ups. They far outpace the level of innovation coming out of corporate America. So if you’re looking to capitalize on the growth of the Internet, don’t look for stability. It’s the wrong place to look…” (Originally published in Mediapost’s Search Insider March 19, 2009)

http://tinyurl.com/dzv7qr

“Research group switches on world’s first “artificial intelligence” tasked-array system. For several years now a small research group has been working on some challenging problems in the areas of neural networking, natural language and autonomous problem-solving. Last fall this group achieved a significant breakthrough: a powerful new technique for solving reinforcement learning problems, resulting in the first functional global-scale neuro-evolutionary learning cluster.”

http://bitly.com/PBqn
http://bitly.com/xodGj