Posts Tagged ‘Modern ad agency’
Highlights From 2010 Creativity and Technology Conference
CAT_small2   The all-day Creativity and Technology (CaT) conference, which took place on June 10 in New York, was stuffed with sessions designed to highlight interesting uses of technology, developments in creative company business models, and emerging trends in creative media production. As with any conference, there were both lackluster moments, as well as inspiring discussions. We’ve boiled down the most interesting ideas in this article.

Post-digital session gets conference off to great start

A panel of people working in the so-called post-digital space opened the conference with interesting examples of how physical interaction is driving post-digital media. The panel set high expectations for the rest of the conference that, unfortunately, proved to be unmaintainable.

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Clios – Punchlines vs. Platforms

by Bill Sewell 05/17/09

Nick Law from R/GA delivered an elegant and concise 30 minute keynote presentation explaining the DNA of a modern agency. I’m a sucker for historical background, so I naturally loved how he described the evolution of agencies. He asked a simple question, “What should we be making?”

At it’s core, advertising delivers basic information about a product. Before TV, print ads were simple explanations of product features. Then along came TV and advertising agencies learned that if you interrupt entertainment, you also need to make the product message entertaining. People viewed TV advertising as having a salesperson in your living room delivering pitches in 30, 60 or 90 second blasts. The goal was to make ads memorable enough so consumers would act on the information when they went to the store. The premise works well If you have someone’s time and attention. If you don’t have their attention, you are talking to yourself . . . expensively. 

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