April, 2010 Archive

A square on Foursquare

Monday, April 26th, 2010

I finally did it: after resisting peer pressure to complicate my life with another social media application, I joined Foursquare. (Is that what you do?  "Join" Foursquare? "Fan" Foursquare?)  After all, I work for Razorfish, a company that took pride in earning a "Swarm" badge on Foursquare Day.  If you ...

RIP: 20th Century agencies

Thursday, April 22nd, 2010

This blog post comes to you from the Forrester Marketing Forum 2010, where the theme is adaptive marketing.  During a break-out, Analyst Sean Corcoran discusses the changing agency-client relationship. Sean asserts that the 20th-century agency model is dying.  Agencies focused on one-way advertising are passing away in an era when marketing ...

Empowering your interactive marketing team

Thursday, April 22nd, 2010

This blog post comes live from the Forrester Marketing Forum 2010, where the theme is adaptive marketing.  During a break-out session, Forrester Vice President/Principal Analyst Shar VanBoskirk discusses organizing your interactive marketing team to embrace change successfully. First, she issues a caveat and overriding theme: the wrong priority is to pursue ...

Should CEOs be social?

Thursday, April 22nd, 2010

This blog post comes to you live from the Forrester Marketing Forum 2010, where the theme is the need for marketers to adapt constantly.  During a lively presentation, Forrester Research CEO George Colony asks a simple but provocative question: should CEOs embrace social media? George indicates that Forrester studied the habits ...

Rethinking marketing for the digital age

Thursday, April 22nd, 2010

This blog post comes to you live from the Forrester Research Marketing Forum 2010 held at the Hyatt Regency Century Plaza in Los Angeles. (So please excuse any typos.) After Christine Overby of Forrester sets the stage, David Cooperstein asserts that marketers are entering into a new era of adaptive ...

The new TravelChannel.com: stuffed frogs & worms in the digital world

Tuesday, April 13th, 2010

Contrary to popular belief, content publishers can flourish in the digital age.  They just need to adopt a different mind set -- for instance viewing their digital properties as brands, not just information sources.  A case in point is TravelChannel.com, which was redesigned recently with the help of my employer ...

KIN you dig it?

Monday, April 12th, 2010

As Microsoft announced today, consumers will be able to purchase the new Microsoft KIN smart phone at retailers soon.  Meantime my employer Razorfish is busy helping Microsoft share the KIN with consumers through a new brand website, KIN.com. I think the Microsoft/Razorfish KIN partnership shows how intertwined technology and a ...

Sail on Mission Blue

Friday, April 9th, 2010

This week the TED organization and oceanographer Sylvia Earle announced the launch of Mission Blue, an ambitious campaign to inspire the public to protect the oceans. With the help of my employer Razorfish, TED and Sylvia Earle are tackling a branding challenge: how do you get people to care ...

"Hey good lookin'! We'll be back to pick you up later!"

Friday, April 9th, 2010

If you are a child of the '70s, surely you remember one of the cheesiest advertisements of all time: Mr. Microphone, the device that "actually puts your voice on the radio!"  It was the kind of advertisement you might catch if you were staying up late enough to watch Tomorrow ...

History & marketing converge with "The Pacific"

Thursday, April 8th, 2010

Promoting an entertainment venture based on a world war, as HBO has done with The Pacific mini-series, is a delicate matter. The Pacific, which premiered on March 14, recounts the story of U.S. Marines in the Pacific Theater of World War II.  Although World War II has largely receded into ...