Advertising Week in New York last week was the 6th annual gathering of creatives Stateside. The five days were filled with discussions and showcases on what’s making waves across all the advertising mediums. It even had a Battle of the Ad Bands concert. One notable presentation was by Jessica Greenwood, deputy editor of Contagious Magazine, whose talk entitled ‘The Future in 4D: Brands, Communities, Content & Technology’ featured the Adidas 'This is not a jersey’ ad to illustrate a top lesson in using technology in new ways. Well done campaign creators TBWA/Whybin. A nice plug, even though Greenwood said the All Blacks were a soccer team – doh! The other ads on her blog are worth watching too.
Marketing, advertising & media intelligence
Brands are just coming of age in the new collaborative economy. Like any teenager though, a lot of their actions at the moment are a bit awkward. Most of us learnt at some point that joining in on an existing conversation is much easier than starting your own by shouting until you get someone to pay attention. But to join in and be heard means being relevant and on code, and of course the ‘on code’ bit is what brands need to work out because it is constantly changing.