At the 2010 PromaxBDA conference, Wiredrive spoke with Amy Banse, President of Comcast Interactive Media. She discussed how smaller screens, such as the iPad, are improving consumer’s TV experience. This is because internet-enabled devices allow consumers to control the content they watch. Comcast’s Fancast site, which allows Comcast customers to watch content from their computer, is a service designed to harness the control small screens afford.
At the 2010 PromaxBDA conference, Wiredrive spoke with Will Travis, CEO of Dentsu America, and Ed Ulbrich, President of Digital Domain. They argue that mobile technology is the global company’s key to making themselves relevant. Travis and Ulbrich make the case that the U.S. is behind other parts of the world in terms of mobile technology, which means the that North America ready to be tapped in terms of marketing.
Rishad Tobaccowala is the Chief Innovation and Strategy Officer at VivaKi, which is a Publicis-owned communications company. At the 2010 PromaxBDA conference in Los Angeles, Tobaccowala discussed the evolution of media, the future of ad agencies and what business transparency really means. He predicts a range of cultural changes, include a rebalancing of social power, consumers outpacing businesses in technology acquisition, and a reversal of how Web content is created.
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Wiredrive caught up with Ed Ulbrich, President of visual effects company Digital Domain, during the 2010 PromaxBDA conference in Los Angeles. Ulbrich talked about the trend in entertainment marketing to bring brands into the creative process earlier in order to develop additional content. The idea is to give consumers who really responded to the film, video game, TV show, or whatever the source product may be, a way to unlock content that sits alongside the traditional marketing materials. By unlocking content, consumers get deeper, much richer experience.
Cannes was back to capacity this year. It felt like there were 30% more people than in 2009. Last year’s recession reshaped the nature of everyone’s conversations; people had to justify their trip and talk more shop, which was a big change from the cocktail-only conversations of years past. Everyone was in a really good mood, talked only of work, and didn’t mention the recession. We even met quite a few Cannes virgins this year. My favorite quote was, “I finally get this place. You get five minutes with people you could never meet back at home, and five minutes is all you need.”
Let’s meet at the Butter Gar
Yahoo branded the Gutter Bar this year. It’s the first time anyone asked to sponsor the establishment. People complained about the big purple Yahoo sign above the bar, and added that it didn’t make sense for given crowd. On the other hand, the sponsorship apparently cost Yahoo next to nothing, and you couldn’t miss the sign.
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During the 2010 PromaxBDA conference in Los Angeles, Jeffrey Godsick, EVP at Twentieth Century Fox, spoke with Wiredrive about the marketing efforts for the film Avatar. In these videos, Godsick talks about the augmented reality technology brands used for their product tie-ins. Godsick also addresses how the fully-realized world Cameron created for Avatar helped Twentieth Century Fox explore deep marketing initiatives.
At the 2010 PromaxBDA conference, Wiredrive spoke with Nic Adler, owner of famed The Roxy Theatre. He uses social media and works with this competition to keep his legendary Sunset Strip music venue thriving. Adler also makes the case for advertising completely online, a strategy for which the Sunset Strip owes its current live music renaissance.
One of the sessions at the 2010 PromaxBDA conference in Los Angeles was a CMO Summit that included TV network and communications professionals from Comcast Interactive, DIRECTV, FOX Network, USA Network, CBS Interactive and HBO. As the official digital workflow sponsor of PromaxBDA, Wiredrive had the opportunity to sit down with these folks after their session to discuss trends and challenges facing people in the broadcast and interactive business.
After their session about the state of creativity, design and communication at the 2010 PromaxBDA conference, leaders in digital design sat down with Wiredrive for an exclusive interview.
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As the official digital workflow partner at the 2010 PromaxBDA conference, Wiredrive had the opportunity to speak with 3 Ball Productions Executive Producer J.D. Roth. 3 Ball Productions creates some of the most popular shows on TV, including The Biggest Loser, The OCD Project and Dad Camp. In this video, Roth says that inspiring change in people drives The Biggest Loser, both as a show and a brand. He also discusses his goals and aspirations for 3 Ball Productions’ other shows, including The OCD Project and Dad Camp.