What if agencies and marketers created products and services, not just ads? And what if they made these things for themselves, not just for clients? They do. But tackling things like product design, creating new businesses or building complex real-world experiences requires a creative, technical, managerial and entrepreneurial spirit more associated with Silicon Valley than Madison Avenue. It demands new roles, agile approaches, external partnerships, technologies, investments and compensation models that can drive even the most hardened finance director crazy. And in some cases, it may even require a complete reboot from the ground up. The ability to make something that isn’t an “ad” is no longer optional in modern advertising. But it's certainly not easy, either. So what can we learn from the makers, technologists and agencies already playing in this space? Turns out, a whole heckuva lot.
Check out the "People's Gallery" at Austin City Hall and connect with local Austin start-ups and incubators, both in and beyond tech. The event will showcase local food & beverage companies, consumer products start-ups and more, including the government and community incubators that are supporting local product development. Meet Austin's innovators and leaders. Free local drinks, food and networking. SXSW badge NOT required to attend.
by Michael LoJudice
Launching a business in mainland China can be daunting. American Michael LoJudice, Co-founder and General Manager of Chinese music community site Caoker, provides insights into the ins-and-outs of structuring, launching, and growing a successful business in this complex environment.
Kevin Ready signs his book ‘Startup: An Insider's Guide to Launching and Running a Business’ at the SXSW bookstore.
9th–13th March 2012