Opportunities... let's make lots of money

People have been asking me about the "monetisation" of social media, including twitter. While an ad-funded model is the obvious albeit not necessarily simple answer, like in any new space, the people who throw out existing rule books and attack the challenge with fresh eyes and open minds are most likely to leverage advantage.

Have a read of this:
http://www.innovationtools.com/Weblog/innovationblog-detail.asp?ArticleID=1304

Creators beware!

I used to be an advertising writer. I used to fight the forces of client servicing and actual clients to create great advertising that would result in higher sales. Now I work in an innovation team. Where I fight the forces of naysayers that try to prevent me from creating great new products and services that would result in greater profit. Similar challenges. Similar tenacity required.

And then, this tribute from one of my favourite movies of all time:


Enjoy! And remember, in the movie, the Colonel was arrested!

Not the brightest spark. But more influential than CNN?

I love the way the digital revolution is unfolding before our eyes. Blink and the digiworld has moved on. During the first gulf war (1991), CNN shot to global prominence as the news authority to bring you the latest news as it happened. 18 years on, CNN is still a world leader in news, but in the newest media space - the social media space - it has been upstaged by an actor, famed for goofy roles on TV and movies and marrying someone old enough to be his mother. The dude does make some interesting points:

"In this day and age - it's a huge statement for social media - for one person to actually have the ability to broadcast to as many people as a major media network I think sort of signifies the turning of the tide from traditional news outlets to social media outlets"

Click on this link for more:
http://www.campaignindia.in/news/weekend_fun_supertwitter

The death of the 30-second commercial

As a trainee copywriter in the 1990s, my first Creative Director goaded me with "Andy Warhol was optimistic. In our business, we seek our 30 seconds of fame". That killer commercial which would propel us to "the next creative prodigy status".

Cut to the 2000s. PVRs, Sky+, TiVO, etc have treatened the 30-second commercial with extinction. And I applaud them. Because far from putting copywriters on the chopping block, they have actually been a liberating force.

Digital technology enables much more engaging communication with target consumers.
Consider the following Exhibit 1:
http://bewareofthedoghouse.com/
And consider the freedom for the creative team unencumbered by the financial constraints of 30 seconds.

Exhibit 2:
http://www.campaignindia.in/news/pepsi_rolls_out_interactive_tvc_for__my_can
30 seconds is just the beginning...

Exhibits 3 & 4:
http://www.youtube.com/results?search_type=&search_query=cadburys+gorilla&aq=f
http://www.youtube.com/results?search_type=&search_query=guinness+domino+advert&aq=5&oq=guinness+do
Okay, they're longer than 30 seconds. But, youtube as the channel medium rather than traditional television has enabled consumers to seek out commercials they enjoy rather than wait for them to be aired according to the media agency's schedule. And millions of consumers have sought out the truly engaging commercials. And many have engaged with the brand through creating their own versions.

So, creative teams of the world, rejoice. The bar has been raised. Are you up to the challenge?

P.S. Traditional media planners of the world beware. The digital world beckons. Media plans that solely focus on TV, print, outdoor, radio risk being laughed out of the client presentation.