This is an interesting trend. Now we have a new group of conversationalists. This nicely slots the twitter and FB status update population into the technographics ladder. While the data is US specific but the trend can easily be applied in Indian scenario, though cluster population will differ, but the projected hierarchy is still relevant.
| What the web is saying: |
|---|
| ZDNET.com: Nexus One has some neat features — animated wallpapers, neat weather widgets and other items — but do those items qualify as “super.” Perhaps the Nexus One is just a “really smartphone.” |
| CNET News: Of course, the Google store-only purchase model marks a change in how cell phones are sold in this country. More devices will be added to the Google Store. The store will also expand to more countries and more carriers, including Verizon, which will join the program. What’s more, Verizon will sell a CDMA version of the Nexus One in the future. |
| Mobile Gazette: For some reason, the Google Nexus One seems to be a big deal with the media. The fact is that the phone itself is just an evolutionary upgrade to existing HTC phones, with another evolutionary upgrade to the software. From the point of view of the actual device itself, the Nexus One is hardly a revolution. |
| O’Reilly Radar: We’re moving from the era in which the device is primary and the web is an add-on, to the era in which a device and its applications are fundamentally dependent on the internet operating system that provides location, speech recognition, image recognition, social network awareness, and other fundamental data services. |
| The Globe and Mail: Instead of revolutionizing the market for handsets, as Google has done to other markets such as online web searches and online advertising, the introduction of the so-called “Googlephone” simply seems a way for Google to cement its role in web searches on mobile devices. Wall Street, consequently, has been relatively indifferent to both rumours and realities of the phone. |
JWT has turned a dementor this Holiday Season. Their Holiday Season greetions seem to spread more gloom than happiness….the first 90 secs of the video focus on the gloom and 10 secs only dedicated to optimisim. This has to powered by Dark Lord himself….
Creatives: Are You OK With Collaboration, Measurement and Failure?
Welcome to the New Creative Sensibility
Posted by Conor Brady on 12.23.09 @ 04:00 PM
--> This just in: Creative is no longer larger than life. This is a bold statement coming from a life-long designer and creative director and the chief creative officer of a major digital agency.Conor BradyThe truth is that the battered economy, the ascent of technology, the need for marketing intelligence and, overall, the ability to better connect with customers on their terms have conspired to end "big creative's" chokehold on the advertising agency. Don't get me wrong, the Big Idea is still critical but in this new era ideas come from a myriad of sources, not least technology, and the days of creative for creative's sake -- the "trust me, I know what I am doing" attitude -- is done.
What we are seeing now is a new era of creative, one that I like to call the age of creative sensibility. Adhering to a creative sensibility means the creative director isn't the only creative voice within the agency. Creative directors may hold the status as the leader of ideas but their outlook on the process has evolved as they begin to embrace collaboration.
Collaboration
The willingness to collaborate not only with their colleagues outside their discipline but also with other agency partners and clients is not a quality that most would associate with the creative director of yesteryear. What we are seeing today is the emergence of a new breed who acknowledge that great ideas come from everywhere -- a member of the agency's technology team, the person manning the phones at the front desk or your partner agency. And it increasingly takes a whole team of often unrelated folks to get it done.Take a Bank of America campaign called "Morris on Campus" that we worked on at Organic. The financial-awareness campaign was designed to educate and empower students to take control of their finances and bank with confidence in the new academic year. A critical component to the success was the team's ability to successfully collaborate with our Omnicom partners, each of which brought with them a very specific specialty to the table that was essential to the campaign's success.
Analytics
Perhaps just a surprising as the creative director's embrace of collaboration is the admission of measurement's role in driving campaign success. For years, the creative team and measurement gurus drew on opposite sides of the white board. Now the smart creative director, one who doesn't hide from marketing intelligence behind their big ideas, is embracing strategy and craving analytics and research capable of providing a deeper understanding of the consumer.What many are finding out is that knowing how consumers prefer to be marketed to before forming a campaign is far more effective than simply cramming what you think is cool down their throats. They are also discovering that the customers themselves can serve as the catalyst of inspiration which in turn results in a winning campaign capable of propelling the brand towards its goals.
AKQA provides a tremendous example of this with its Eco:Drive campaign designed to link drivers with in-car diagnostics in order to improve fuel efficiency and reduce CO2 emissions. The effort represents a tremendous example of analytics (i.e. driving data) serving as the genesis of a campaign (rather than in a more reactionary role where it is measuring its performance, post launch) and can then "fuel" a winning creative effort that "drives" meaningful results.
OK to be wrong
Creative directors that embrace collaboration and intelligence will find that the end result to this mindset shift are campaigns that are in-line with the wants and needs of the customers. However, in the event of a misfire, a key third component of the creative sensibility becomes essential: It's OK to be wrong.There is a sense of knowing when to admit you're wrong, and when to embrace the mistakes of the past in driving the creative of the future. The reality is that most campaigns are in a constant beta mode and it's safe to expect some bumps in the road. The key is to admit defeat, quickly make the needed adjustments and steer the campaign towards success.
The age of creative sensibility marks a dramatic shift from the "big agency" practices of the past and the ideas presented above are really just the tip of the iceberg. In future columns I look forward to expanding these themes and laying out the full creative sensibility doctrine. What you will come to find is that we are in the midst of a massive philosophy change in the advertising industry and success is only possible if the creative director is ready to embrace it.
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Conor Brady is chief creative officer at Organic, an Omnicom agency.
When the whole world is going collaborative and analytical insights are driving the rise of next google...creative forces can really gain a lot from Collaboration And Measurement.
I personally always felt traditional agencies and the so called silos will not work in the new order.
What next?
I know; been there and done that, but that does not make me a better man. I retain my good being and hence know my mistakes….but what next? What if I loose my being good in this world so filled with greed and selfdom? Would I know I have erred? Would I know when I have crossed the line…when the line is a dot?
Searching my next!
Mumbai records 43.52 per cent polling!
The so called boundaries of Mumbai according to the SoBo’s ends at Mahim and yes right you are really the true citizens of Mumbai…go get a life guys, wankers all of you!
Main aur meri jeans
Started in the early years of my life I quickly figured I could only have deep relationships with a few from the wardrobe; and few meant really few. Considering growing up year’s pre economic liberalization meant words like frugality had great importance for my folks J
That single pair of jeans or that one shirt would become my entire wardrobe, trying on something new before visiting relatives would always be fraught with apprehension and sure shot fashion disaster for me. Unfortunately I had to live by rules, not my own and itchy black shorts and red shirt might have complemented my skin color somehow left me feeling extremely exposed, completely clothed.
Teenage years had changed all that; the rebel in me decided enough was enough! This is the time to try out the new and fashionable. Unfortunately for me bollywood (which defined most of the fashion in our times) was stuck with strange formal wear for all occasions and pants that swayed in the breeze almost like a woman’s saree. Tried it, never liked any of it….and then I found comfort in my first regular
I had moved into adulthood! Jeans somehow never fit that well in this world and on me; let’s not get into the 92 kilo AB pack I had put on! But somehow office rejected my jeans wear, lounge bars seemed to distance me from my favorite skin treatment, and I was thrown into accepting rules not my own again.
But like any good relationship or marriage, I stayed true…kept pushing the boundaries of office wear, lounge wear, party wear and what have you. Now I am proud to say my life is complete…my frayed pairs are back on the top 3 list. Maybe because of my obsessive nature of seeking out the topmost from my list that today all my experiments with life somehow happen with me in my frayed pair! I have realized the truth about life is in staying true to not what you choose to be but maybe it’s about what chooses you. To put differently; it’s not what suit you wear, it’s about what suits you that matters the most!
Team Castrol zindabad!