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.
The next wave of marketing: relevancy to personalization?
Do you remember the movie Minority Report? You know – the movie with Tom Cruise that gives us an early glimpse of what things could be like in the future? The underlying premise is that someday the way of life as we know will be more advanced; computer screens and monitors will be replaced by [...]
// read moreThe myth of viral hits
Have you ever heard the following statement? “We have no funds, I think we need to do something viral. Something that leverages our community and gets a whole bunch of new fans and sells a lot of stuff.” Or how about this? “I know it’s the end of the year, but we want to change [...]
// read moreShopkick and WeRewards – getting paid for real world actions
How would you like to get paid for doing every day things you already do? Well, you’re in luck. Two mobile applications – WeRewards and Shopkick – reward consumers for walking into their favorite store or eating at their favorite restaurant. Nearly 1 in 4 U.S consumers use mobile LBS – even more impressive, 63% [...]
// read moreBoulder Digital Works names Boches to Board of Directors
Boulder Digital Works this week named Mullen’s Edward Boches to its board of directors. Boches joins the likes of Mike Geiger of Goodby Silverstein and Partners, Ben Malbon of BBH Labs, Scott Witt of Apple, and Chuck Porter of Crispin Porter + Bogusky helping to guide the program in its effort to train the next [...]
// read moreHighlights from The EDGE
Before June 24th, I was proud of the agency where I work — now I can also say I’m proud of the town I work in. Because on June 24th, I — along with a few others from Mullen — was fortunate enough to be in attendance at The EDGE Conference: Branded In Boston. For [...]
// read moreThe Creators Project: The brilliant madness of Intel
That Internet stuff, multiculturalism and globalization are changing the world is well documented. And, on this blog and elsewhere, we’ve all read the complaints (actually fears might be a better word for it) that agencies and clients are not reacting quickly enough to positively leverage the changes within marketing. With that thought in mind, allow [...]
// read moreAre you up to speed on mobile?
With the surfeit of mobile news over the past two weeks it seemed appropriate to write a quick piece on some of the key dynamics that continue to propel this platform to the forefront of the marketing psyche. The perfect way to illuminate the importance of this new medium was when Apple passed Microsoft a [...]
// read moreiPad – the good, the bad and the yet to be determined
The iPad came out April 3, 2010 (18 days ago). Mark that day on your calendars folks – for some it might become a day of observation. All kidding aside, in less than three weeks Apple sold more than 500,000 units (43% to consumers who already own an iPhone), making this one of the biggest [...]
// read moreForrester 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 [...]
// read moreA 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 [...]
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