Interview begins @ around 25:49

Series:AdTalk
Series:MarketingTalk

Our October ‘07 Spotlight column in ESOMAR’s Research World magazine

Now that new media accounts for a significant portion of advertising revenues, advertising bodies are investigating how to future-proof its self-regulatory framework.

And in Spain, a successful online advertising trust mark scheme (“confianza online”) is already in use. Its success is attributed to having wide take-up because advertising regulation there is member-based. This is in contrast to a similar UK scheme (Admark) that failed due to poor uptake because advertisers had to voluntarily sign up to it within the context of an ad. self-regulatory scheme that is otherwise comprehensive.

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Forrester Research recently published an 18-page report/detailed thought-piece provocatively titled ‘The Connected Agency’, discussing the model they foresee successful advertising agencies migrating towards to overcome many of the disruptive influences and changes in consumer behaviour we’re seeing.

Needless to say we were interested in exploring these issues and challenges with one of the authors of the report. And we roped in Tony Effik, planning head at a digital agency, to better understand the ramifications not just for the advertising world but also for brand marketers, and for media, marketing and research agencies.

It’s not a pretty picture…

UPDATE: In the podcast we mention that the report’s free. Actually, it was free for a while but now they’ve started charging!

 STARRING 

• Mary Beth Kemp, report co-author and Principal analyst, Forrester Research
• Tony Effik, Head of planning, Publicis Modem. Tony also blogs about the social graph here

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9mins

 STARRING 

• Max Kalehoff, previously VP Marketing with Nielsen Online and now VP Marketing with Clickable. He blogs here

Max’s career to date has covered internet measurement (Media Metrix, comScore), WoM and CGM (Nielsen Buzzmetrics). He’s a well known and respected marketing blogger and is passionate about making advertising compelling and relevant (so much so that he moved to online advertising firm Clickable shortly after this conversation).

The conversation covers Max’s views on engagement, defensive branding and, increasingly an issue, the trade-off between advertising-driven business models and consumer privacy, a la Facebook’s Beacon and Google’s purchase of DoubleClick.

BTW, Max and I briefly met at Nielsen’s eery-feeling Manhattan HQ, during a recent US trip. After a relaxing sushi lunch, we headed back to the office to record the above chat and props to Max for making time even though it compromised his prepping for a major client conference.

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We’ve had great success working with conference organisers like ESOMAR and IIR to evangelise flagship events, success being measured by the resultant buzz/ word-of-mouth and download stats.

But wouldn’t it be cool if someone actually decided to go to a conference as a result of listening to one of the podcasts? Well, the kind Ruth McNeil, who handles marketing for the BIG Conference who we recently collaborated with, came back with just that message.

Ruth says:

…One person said that the podcasts had influenced their decision to attend (a first timer who came to the whole conference). I am pleased that so many had listened to the [pre-]conference [podcasts]!

Fantastic news.

Podcasting works because people are drawn to interesting conversations. Not conversations they feel they must listen to. Conversations that they want to listen to. That’s what makes it a perfect medium for sponsors of all kinds who want to get their compelling message across to movers and shakers.

Get in touch in case you fancy a chat (contact details as always in left sidebar).

End of advertisement

Series:Events Series:ESOMAR Series:EMRE Series:BIG Series:Wildfire

42mins | More JuiceCasts here and here

This is a video featuring the edited highlights from a roundtable discussion on how well and badly big brands innovate. Convened by BrainJuicer, it features the collective wisdom of both clients and staff. The conversation lasted almost two hours but we were commissioned to record the session and edit it down. Now, much as we tried, we couldn’t get it below c.40mins because of the amount of goodness there.

But the length gave us and Chief Juicer John Kearon pause for thought. How could we make it as accessible and watchable as possible? Well, here are a few tiny innovations that were inspired by that quandary

• John invited illustrator Bob Wagner along to capture seminal moments as cartoons. Not only are these embedded in the video, John’s also created a useful eBook teaser complete with enlightening quotes
• As usual you can find a list of the talking areas here, enabling you to quickly get to the parts that interest you most. This is one of the reasons we use Google video for streaming, because they allow you to go to any part of the video directly without wasteful buffering time
• For those who prefer something slicker, try the chapterised version of the video

 STARRING 

• Alexandra Wren, Global Consumer & Mkt Insights Mgr, Dove Haircare
• Dr. Alex Gordon, Founder, Sign Salad
• Ed Harrison, Senior Consultant, BrainJuicer
• Gaye Myatt, Founder, Fresh Insights
• Iain Carruthers, Author and Founder, Encounter Business
• Jaroslav Cir, Consumer Market Insights director, Rexona
• Jim Rimmer, MD, BrainJuicer UK
• John Kearon, Chief Juicer, BrainJuicer (Host)
• Linda Neville, Strategic Planner, Coca Cola
• Olaf Willoughby, Founder, The Willoughby Partnership
• Orlando Wood, Client Director, BrainJuicer
• Bob Wagner, Illustrator/Designer, Wagner Design (Illustrator)

This is a commissioned podcast which is published according to our yumminess policy

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…at the quality of creativity and execution in the expanding user-generated audio and video space. Below is an example of just how close ‘amateurs’ are getting to delivering to a professional standard - it’s almost indistinguishable from a music vid on MTV, which I guess is half the point.

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Poke digital agency co-founder Iain Tait pokes fun at traditional advertising thinking by listing ten ways in which digital paradigms reign supreme. Funny presentation where the subtext is really about the divide between spectators who prefer to watch from the sidelines, and do-ers who like to try new things, experiment, fail and try again.

26mins | Via PSFK Conference London ‘07

Click To Play

Series:MarketingTalk Series:AdTalk

Panel discussion:

• Johnny Vulkan, Anomaly NYC
• Tom Savigar, The Future Laboratory
• Reuben Steiger, Millions of Us
• Cameron Saunders, Channel 4
• Miguel Fluxa Orti, Camper
• Jon Kamen, @radical.media
• Mark Tutssel, Leo Burnett
• Paul Kemp-Robertson, Contagious magazine (host)

19mins | Recorded @ Wildfire ‘07 | More podcasts in this series

Coverage

• Transparency, authenticity, confidence, trust
• Losing control of the ‘conversation’
• Taking risks, experimentation
• Delivering rewarding stories, ideas, advertising
• Getting teens used to paying for music, new business models
• The age of collaboration
• Old media, new media: it’s just media

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