Information is the oil of the 21st century," Mark Getty has said – and the insight led him to found one of the world's biggest digital picture agencies. But information about each of us is far more valuable,
especially after it's been collected, matched, mashed up, analysed, and built into profiles to be used in everything from marketing to electioneering. Can we evade our digital gatekeepers?
The ad world as we know it is changing, obviously. It’s a constant evolution. With new technology occupying the digital space readily. And everyone is now fully aware of how digital is no longer an accessory/bolt on to their campaign. Now, more than ever the digital and social aspect of a project is pushing towards the heart of a brand. You only have to look at the reaction to Facebook timeline, you tube takeovers and branded content channels. However, not all clients still have quite grasped the concept of putting digital at the forefront when planning a campaign. It’s where the agency and production company are having a battle trying to persuade the client that just because this viral is being shown online, it doesn’t cost any less than a TV commercial really. And the output is receiving more attention. Lauren will be discussing the importance of a good relationship between production, agency and client to insure the best end result. The cross pollination if you will that can bring together many aspects to make a great project. Dual screening and beyond
21st May to 1st June 2012