Traditional advertising and marketing communications are frequently based on the concept of the objective correlative4 – where an object or person (signifier) represents a value or function that is transferred to the product or service (signified). The link between the product/service and the signifier does not have to be a literal or strong one but [...]
Clouds, Crowds and Brand Reality Creative – distributed creativity and information, collaborative tools and ideas.
This is a whitepaper on near, medium and long term interactive creative and strategy that I wrote at the end of the summer in response to a “what should we be doing/thinking next?” question from several clients. It covers my belief that the semantic web leads to the need for a new way of approaching [...]
Interactive or digital? Big ideas or rich ideas?
When people start talking about the “digital space” I always react with the belief that “interactive is a philosophy not a channel”. It’s not the technology, it’s what you do with it that counts. And even more importantly, why you do it.
An old presentation I used to give to students in my militant phase was [...]
Psycho buildings/people
Getting out of the office is always good for ideas and at Rob’s encouragement we’ve started a series of Interactive creative outings – a bit like school trips but with less crack and knife crime. Our first outing was to Psycho Buildings and Tomas Saraceno’s Observatory, Air-Port-City, 2008 was a particular highlight (if you ignored [...]
Online advertising thoughts
I was asked to get involved with a Marketing Week article about online advertising the other day and it was going to be a debate about creativity in online advertising and whether it was burnt out. In the end a follow up chat on the mobile while dashing across a car park became part of [...]
