Marketing & Strategy Innovation Blog

March 28, 2008

Metrics vs Attention, Relevance and Reputation

One of the vexing matters in innovative marketing is the lack of reliable metrics. David Polinchock’s post on the Measurement Excuse is one fine example of the discussions going on. I’d like to add my opinion to the discussion, as the whole issue of metrics in the modern media space has been keeping me thinking (and more often than not, ranting) a lot recently. And I came up with something I want to share with you.

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Posted by Futurelab at 5:56 PM | Permalink | Comments (0) | TrackBacks (0) • Email this article to a friend

November 30, 2007

Transmedia Story Telling - The Next Brand Building Super Engine?

by: Idris Mootee

Every individual in this world shares one commonality which is we all have stories to tell. Some have very interesting ones and some are sad. It is like we all have a photo albums or a 60 minutes documentary that talks about our life. The older we get, the more repetitive these stories become. The true role of story and storytelling is much greater, older, and elemental than Hollywood.

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Posted by Futurelab at 8:14 PM | Permalink | Comments (0) | TrackBacks (0) • Email this article to a friend

October 8, 2007

Media 2.0, Web 2.0 and Agency 2.0?

by: Idris Mootee

I got quite a few emails responding to my yesterday's post and so I decided to share the first part of the full presentation here. I hope you'll enjoy it. Many of the ideas were as a result of my conversations with thought leaders both academics and industry leaders over the last six months and they definitely get it. But most big ad agencies folks I've talked to were so behind the curve that you won't believe it. Bruce Nussbaum from Business Week wrote a piece in July headlined "Are Big Ad Agencies So Clueless That Corporations Should Avoid Them?", and that is a really good question to ask if you were a client.

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Posted by Futurelab at 10:05 PM | Permalink | Comments (0) | TrackBacks (0) • Email this article to a friend

October 4, 2007

Web 2.0, Media 2.0 and Agency 2.0 - What Do You Mean?

by: Idris Mootee

I wrote about Media 2.0 a few weeks ago and I want to write more on this subject. I have been meeting with a lot of senior executives and clients these days and when I ask people what is Web 2.0, some are quick to list an inventory of tools (trust me, we have numerous debates on this among ourselves before we started idea couture and we were beating it to death on what is Web 2.0).

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Posted by Futurelab at 10:11 PM | Permalink | Comments (0) | TrackBacks (0) • Email this article to a friend

September 20, 2007

Media Co-habitation and Experience Design

by: Idris Mootee

I was running an offsite scenario planning exercise with my three business partners yesterday on the future of broadcast media. A lot of interesting foresights came up. Just want to share some of the thinking and after thoughts with you here.

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Posted by Futurelab at 1:33 PM | Permalink | Comments (0) | TrackBacks (0) • Email this article to a friend

August 20, 2007

Ad Agencies' New Game

by: Idris Mootee

I had numerous dinner conversations two weeks ago in NYC with agency friends about the future of advertising and its future role. In the last 24 months the shift to digital has accelerated. We talked about how the consumer has adapted to new technology faster than we can imagine and ad agencies have had big difficulty in keeping up. Here's briefly the key questions that started the dialogue:

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Posted by Futurelab at 4:54 PM | Permalink | Comments (0) | TrackBacks (0) • Email this article to a friend

May 30, 2007

DIY PR

by: Guy Kawasaki

My buddy, Glenn Kelman

, the CEO of Redfin

, had a strong reaction to last week’s post about PR by Marge Zable Fisher. So much so that he penned an alternate solution to the challenge of a good client-agency relationship: Don’t hire an agency and do it yourself. Here’s what he wrote.

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Posted by Futurelab at 5:22 PM | Permalink | Comments (0) | TrackBacks (0) • Email this article to a friend

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