Category Archives for first

Not Quite CrossWorld Reality

Javier from Fullsix knows I don’t like working with Digital agencies because they mainly tend to think… digital. He understands that just as well as I do – proof of it the “facebook mirror” project he developed for Diesel Spain over 2 years ago – My position is that you need to become “channel agnostic” in order to move both digitally and “real world” to combine the true strength of all media. 360 ap proach , cross-platform, whatever you want to call it, needs to evolve into Idea-Execution–Result-Analysis-Improvement, whatever the medium.

It’s not just Internet

(english)
Internet, journalism, Tv, film production, Media planning, music videos, Cd’s…. they are ALL dead.
It’s not just a web 2.0 thing, its the convergence of technology and develoment of software too, that has enabled the passive user to become the proactive leader in this new world of technological-neodemocracy.
And companies and corporations are finding it very hard to keep up.
Thanks to technology it is now possible to stream live video (user generated) content on any mobile application, so forget the web or television. Anyone is now a journalist free to broadcast to the whole connected planet.
The good thing though, is that the new phoenix that is being born from this great big heap of ashes, looks to be so far an untaimable beast…. and this is what we like most. Media planner’s mouths are filled up with blog, web 2,0, myspace etc etc, but they are still going about planning and buying media as though it was a mathematical formula.
The users of this new network of connectivity still crave for what the internet was always meant for – direct access to pure, raw, funny and sometimes harsh information. And they (we) have also discovered that creativity need not suffer from this neo-democratisation of content, indeed it tends to benefit from the free access to this massive pool of resources and hungry public. I cannot wait to see what happens next.