The advertising and marketing world is finally starting to get its head around Web 2.0. Apart from a small number of agencies and clients, who embraced change swiftly, and nimbly re-formulated their organisational structures and internal processes, the industry in general has been incredibly slow to...
Continuing on the theme of the evolving value exchange between consumers and brands, I spoke to Marco Rimini, Head of Business Planning at Mindshare Worldwide, to understand more completely how media agencies are adapting to the Web 2.0 world. He explained to me that they have taken the core definition...
I’ve recently come back from a couple of days in the north, where I had breakfast, lunch and dinner with most of our agency partners in that part of the world. As ever, leaving the London smog and arriving in Manchester, I get a real buzz from the sense of community you get when talking to media agencies...
The internet is a magnificent medium. It is the perfect place to review, select and purchase products and services. However, as a solus medium it will only work with certain products. Take for example a new product launch by of a washing up liquid, the obvious strategy is to target main shopper on mass...
