by Neil Perry
Perhaps no segment of interactive marketing is as provocative as crowdsourcing, a rapidly emerging approach to media creation that can cut traditional production costs by as much as 90% and is having profound effects on in-house and agency marketers alike. Hear pros and cons and see real-life examples, case studies, and lessons from the perspectives of leading global brands, agencies and crowdsourcing production companies on how the crowd is going mainstream and what it could all mean to you. Joining Neil will be Robb Miller, Director of Marketing for Site Content, Dell.com.
As social media marketing moves from experimental to institutional, brands no longer question social media marketing as a line item. That said, the strategies and deployment of social campaigns continues to introduce big questions about ROI versus spending and effective measurement has been a trendy topic without clear answers for years. The tension introduced by the the creativity made familiar by traditional brand campaigns and the measurement that performance/Internet marketing allows has created increasingly urgent questions for CMOs, agencies and social networks alike. This panel brings together divergent voices in the evolving social media marketing realm and will address the questions brands, agencies and social networks need to answer in 2012.
With a mix of measurement and analytics experts 140Proof, standout creative agencies Mekanism and BBDO and social network Formspring will review specific intereactions with brand case studies and discuss the following questions:
by Wayne Pick and Matt Baker
We’ve all been shown nirvana-like visions of a collaborative future where we join hands in beautiful creative harmony: the art director will join with designer, with the content strategist, with the planner, with the technologist. The list goes on.The reality of collaboration, however, often falls short, leading at times to the polar opposite extremes of territorialism and outright hostility.We’ll be sharing concrete examples of outstanding collaboration in the digital creative space and asking others to share their experiences. We'll be encouraging people to share moments of collaborative triumph and also of spectacular failure, all in the spirit of unearthing some of the foundations for successful collaboration in the all-play sandbox of interactive creativity.
9th–13th March 2012