Ideas & Innovation
The Ideas & Innovation group’s vision is to leverage emerging media for two fundamental purposes: to move from interrupting consumers to providing content that they actually seek out and talk about and to harness the accountability that allows us to move in real time to a better and more productive marketing solution. We focus on six core areas: advanced TV, digital out of home, digital video, gaming, mobile and social media. Our goal is to help lead clients through the changing landscape or one that is influenced by technology, culture and the economy. We also work very closely with the IPG Emerging Media Lab in Los Angeles, which has dedicated personnel in each of these six areas and has a state-of-the-art facility where clients can experience new media firsthand.
Forrester debuts its findings on “The Future of Advertising Agencies”
Last night at a special MITX event titled What is the future of advertising agencies? Forrester analyst Sean Corcoran asked a panel of Boston’s advertising leaders what they thought would engender success in the future.
Obviously we like Joe Grimaldi’s answer the best. “Whoever hires the best talent wins.”
Our second favorite answer came from Larry Weber, [...]
A look back at Barcelona
Without the typical fanfare of years past, the Mobile World Congress took place last week in Barcelona, Spain and for once Apple and Android did not dominate the news. Instead, it was Microsoft and Nokia, two well known companies that have lost their way and momentum in the critically important smartphone wars.
Let’s start with Microsoft, [...]
Convergence isn’t coming…it’s here
One API to rule them all.
Consumers, especially PC–bred Gen Y-ers and younger, no longer draw a distinction between the real and virtual. The world is one big data stream and you are only as cool, as powerful, as smart as the gadgets you have that allow you to capture and use that data. [...]
Ask.com and mediahub win Best Use of TV at Creative Media Awards
Great news for the mediahub from Mullen team and client Ask.com who won “Best Use of TV” at the Mediapost Creative Media Awards in NYC last night. They beat-out some really tough competitors as the other finalists were our fellow IPG shops Universal McCann (for MasterCard) and Initiative (for Home Depot).
Here’s the entry describing the [...]
Accelerating change – Mullen names new media services director
John Moore is a fast moving, intense guy. He’s a force of change in our agency always trying to push the limits of creativity and innovation in the use of media. John’s had his hands on a lot of the cool things we’ve done for Timberland, Ask.com and Match.com among others.
We’re happy to [...]
Social is everywhere and nowhere
I was asked to sit on a social media panel last week and each of the three panelists had to provide a five to eight minute opening before the moderator and audience started to ask questions. As I began to ponder my discourse, I thought about the daunting task of how to say something original [...]
// read moreLearnings from 130 people talking about crowdsourcing
As you probably know by now, John Winsor (author, entrepreneur, innovator, director of strategy at Crispin Porter Bogusky) and I did a session yesterday on crowdsourding. We had a great time. There was a big audience, lots of discussion, and, thank goodness for the sake of dialog, some disagreement. Thanks to all of you who [...]
// read moreCrowdsourcing the crowd at the crowdsourcing event
There was a heady and at times esoteric forum on “crowdsourcing” yesterday put on by the AdClub. John Winsor from Crispin Porter Bogusky was the featured guest interviewed by Edward Boches from Mullen. The event drew a sizable and diverse crowd from the client, consultant and agency world, everyone looking to understand and harness this [...]
// read moreGaming – Are brands missing a big opportunity?
There is still a misperception that gaming is a niche medium that reaches a niche audience. To put it bluntly, nothing could be farther from the truth. Gaming is huge and cuts across all demographics. In fact, Nielsen is now calling this channel the 5th network. The Nielsen data shows that consumers spend around 64 [...]
// read moreAre you creating two-way communication?
In an incredibly short amount of time, the phrase “dialogue vs. monologue” has become trite. However, we all know that certain nomenclature becomes cliché because it is true. So yes, as much as I abhor this phrase, I do believe in creating dialogue and two emerging technologies we’re keeping a close eye on are AR [...]
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