Allan starts with a thought-provoking video about advertising that I will try find when he’s done and post a link.

The consumer has control of your brand in the new and social media space.  Gradually companies are starting to understand this and are starting to embrace this.  Advertising is bcoming less relevant, especially with hardware that allows viewers to skip the ads.  When and how people consume their media has become a matter of choice – he lists a long litany of mass media fragmentation and declining audience volumes.  The media landscape is changing, people are watching less TV and using other media types.

Integrating digital media into traditional ad agencies presents certain practical problems and choices – outsourcing, building a team, etc.  Having one team to create a cross-media campaign is vital, they all need to be involved from the beginning and there needs to be a clear core idea for the campaign.

As an example of digital and traditional integration, Kent speaks about the Engen Endless Summer campaign.  Over the holiday period the campaign targetd kids sitting in the back seats of cars while travelling.  They created a branded MXIT chatroom that would give you unique content if you typed specific keywords.  They use pump-top and IMI boards to give kids the keywords – so encourage parents to stop at Engen garages for petrol on the trip. VRY CLVR

Mr Uploadable is also a cool campaign, the radio ads are classic.  They used almost everything: MMS, SMS, Facebook apps, groups, a gallery on Thunda.com, rovingm people with mobile devices, posters, radio, print, bottle tops and more.