SimonWaldman.net

Stresses the new global landscape: “It’s not smart for any of us to define our business within the geographic boundaries that we operate today”

Advertising: “Real people are joining communities and engaging with brands within those communities ”

“We focus on content: creative efforts in entertainment and sport - are quite different to news and information market”

“The best creative we’re doing is co-developed and co-produced with media owners”

Example: working with HBO to find the smartest person in the US. “The smart show” for Holiday Inn.

Also - Amex members doing travel videos made available through iTunes.

“In all cases advertisers clammering to co-produce rather than by space..the money is shifting to places where there is a more willing way to co-produce”

“The linear system of creative agency creates, media agency buys, from media owner - isn’t working in the blur”

Different in the news and entertainment area - example given - the American Express members project. (See video here).

“The challenge is that community and authority seem at odds - brand and community both want to have authority”

“Some community stuff has really gone off-brand…

4 generations: Silent Generation, Boomers (PC), Generation X (laptops), Millenials (mobile access).

No sense of liner media - now in a world of liquid media, people hopping from one device, medium to the next - multi-tasking time, rather than planned time.

“Plenty of options for distributing media - biggest barrier for us moving from traditional media to new media is operations. Amex has 3,500 ad units online at the moment. This all needs to be automated..This needs and operating system”

“At this point - they are focussing on MSN, Google, Yahoo - and to a lesser extent AOL. We have to think, how can we manage through this blur? I dont’ know of any way to orchestrate this many interactions.”

“Let’s set some standards to make this a more scalable environment - and let’sf ind a way to co-produce these experiences with a little input from the consumer and a steer from the media owner”

“None of us can solve it for ourselves”