This post is re-printed from Creativity Unbound.
It’s that time of year again. When we start thinking about Austin and ribs and digital friends and panel nerd badges. But first, we have to take care of business and do our job influencing, or at least commenting on, the submitted panels and talks.
Granted there is no shortage of great panels up at SxSW this voting season. In fact there are more than I’ve had the time to plow through. So, just in case you’re in the same over extended situation, I thought I’d share a few that Mullen colleagues and I have either submitted or been invited to join in hopes that they meet with your approval and ultimate vote. Of course, in the spirit of honest engagement, don’t vote for anything you wouldn’t actually want to attend. I’m not a big fan of the popularity contest approach to anything.
Ad Agencies Need A New Mindset To Survive
Submitted by Edward Boches: read more and vote
If the advertising agency is to survive in an era when the reigns of media have been transferred from a few professionals to 2 billion individuals, it will have to revamp its entire way of thinking. The mindset will have to shift from thinking about target audiences to communities. Strategy will require more insight about a consumer’s relationship to media and technology rather than just how she feels about the brand. The team will change entirely to include production, mobile, and experience design in addition to art and copy. And the consumer will play an active, rather than passive role, in the creation and sharing of everything. What does an ad agency have to do to survive? What are the practices it must unlearn? What new skills will it require? This panel, comprised of agency leaders, each in a different stage of evolution, will explore the challenges and offer ideas.
Submitted by Christian Madden: read more and vote
In 2010 (and again in 2011) Mullen and Radian 6 turned the Superbowl, an old media event, into a new media event. With a simple website, a hashtag, and real time sentiment analysis, Brandbowl2010.com analyzed Twitter conversation to rate the game’s commercials in real time. Find out how sentiment analysis can fuel a creative idea and how an analog event can be converted into a digital experience. It’s a model that anyone can replicate.
Augmented Reality and the Launch of the Olympus Pen
Submitted by Michael Bourne: read more and vote
Augmented reality usually sucks. But this example is pretty good, (note it was done by Mullen). The agency, Total Immersion and Wired collaborated to create and run the first ever augmented reality camera demo.
What were the challenges in creating a fully functional “digital” digital camera that shot videos and still images using a computer webcam and what did WIRED learn in the process of activating the creative in its first iPad edition? Interested? Give this panel a vote.
To see the rest of this post and some other panels we all agree are noteworthy, click here.