Copywriters vs. Art Directors

Great collection of illustrations comparing Copywriters and Art Directors.

Effective Condom Marketing

Simple and effective use of retail space

How Technology Changes Us

After my World After Advertising keynote , I had a great interview by Horizon which came out in a print edition back in March 2011. I took me some time to get in translated, but it was totally worth the wait – they did a great job capturing SapientNitro’s thinking on marketing, media, and technology.

SapientNitro mastermind Rob Gonda talks about marketing in the digital age and the declining importance of mass media By Santiago Campillo-Lundbeck

At the World After Advertising conference in Düsseldorf, Rob Gonda tried to shock the public by saying that traditional advertising is dead. In an interview, though, Gonda, who is SapientNitro’s Global Head of Creative Technology, gave us a more complex picture of the communication revolution sparked off by the internet and how marketing has to respond.

Horizon: Your job is to find opportunities worldwide for SapientNitro to creatively use technology in marketing. Why has technology become a strategic issue in digital marketing all of a sudden?

RG: People’s relationship with technology is the critical issue. Technology changes our habits and so it’s only logical that technology also changes the way we see brands. Technology puts new filters between customers and brands.

Brazil vs Argentina: Latin America Creativity

You got to love Latin American humor! Some background … The Argentinan and Brazilian soccer / football / futbol rivalry is highly competitive as well as their respective sets of fans. Games between the two teams, even those that are only friendly matches, are often marked by notable and sometimes controversial incidents. Historically, it’s been pretty even (out of 93 matches there were 24 draws, Argentina won 34, and Brazil won 35, … though Argentina only has 2 World Cup titles and Brazil has 5!

The 32 Freakiest Ads Of 2008

The gory/comic spot for Evil Dead the Musical, by Saatchi & Saatchi in Toronto won the title of AdFreak’s Freakiest Ad of 2008, after collecting 49 percent of the votes at AdFreak… check out all the ads in alphabetical order… which one is your favorite?

Ad:Tech NY 2008 - Day 1

Great day at Ad:Tech today, from panels to contacts, new business opportunities, new technologies, new trends, new services… Ad:Tech has it all.

The day started with a keynote from Jonathan Klein, President of CNN/US. John said that CNN embraces innovation, new technologies, new techniques, new trends, and urges all their employees to try new ideas. They have been using user generated content to get faster stories, they have a political blog aggregator that became the largest in the country, they have a program where an expert follows twitter feeds and answers questions and concerns online, in real time, they have a talk show where the host podcasts during commercials, linking the tv air experience with online / web experience. Another twitter fact is that CNN took 4 minutes to cover a recent earthquake in LA, whereas someone tweet it in 30 seconds. They also started providing more data for the next gen during the elections, especially seen during the debates; under the assumption that the younger gen can multitask and consume multiple feeds of information concurrently, they added the analysts’ opinions and scores during debates on side panels, as well as real time undecided voters conversions. Another link between air and web is John King’s touch screen; after the success of the John playing with the screen, they uploaded an interactive version to their site allowing anyone to play with it, just like on tv.