Co-creation is the future of marketing

Friday, January 13th, 2012

I recently wrote a blog post for the iCrossing Content Lab regarding the Raytheon Sum of All Thrills ride -- an intriguing experience in which you build your own virtual ride using computer design tools provided by Raytheon. I was excited to see Doug Williams of Forrester Research comment on ...

Why Amazon and Netflix don’t always know best

Tuesday, August 16th, 2011

It’s far too easy to allow ourselves to be led around by the nose. Amazon tells us what to buy. Netflix and Pandora suggest movies and music based on our tastes. Facebook and Google+ suggest friends to us. Twitter tells us whom to follow. But those tools reinforce what we know already. ...

Why marketers love bad boys

Tuesday, May 10th, 2011

Why do bad boys and girls fascinate us? Why do people who thumb their noses at society and sometimes self-destruct capture the attention of marketing and business executives? I’ve been pondering these questions ever since I saw Dana Anderson of Kraft Foods discuss “The Bad Boys’ Guide to Digital Bliss” April ...

How Twitter united indie star AM with Razorfish

Thursday, October 7th, 2010

How does an emerging indie artist in the dysfunctional music industry find an audience anymore? My employer Razorfish is tackling that challenge through an unusual co-branding relationship with indie musician AM, which sees Razorfish playing the role of quasi-record label, concert promoter, and DJ. And so far we are having a ...

How dead is the web?

Wednesday, September 22nd, 2010

With all the recent talk about the "death of the web," you would think that consumers and marketers are abandoning the humble website like a jilted lover in favor of more attractive options like iPhone apps. And yet two recent examples indicate that leading brands take their websites quite seriously: According ...

How the NFL & Facebook build the Coors Light Brand

Friday, September 10th, 2010

For Coors Light, winning the hearts and minds of men aged 21-34 means serving up a different kind of brew that combines the excitement of the NFL and the reach of Facebook. The official beer of the NFL has worked with my employer Razorfish to launch its first-ever Coors Light ...

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 ...

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 ...

Black Friday means social shopping

Friday, November 28th, 2008

With the U.S. economy reeling, holiday shoppers have been the focus of heightened scrutiny. Will they turn out in droves in the wee hours on Black Friday and spend lavishly, or will they cave into recessionary fears and pinch their pennies? What are retailers doing to woo this ...

Two lessons from the Avenue A | Razorfish Client Summit

Wednesday, May 21st, 2008

On May 14-15, I helped my employer Avenue A | Razorfish organize its 8th annual Client Summit in New York. Each year at this event, company executives, guest speakers, and clients discuss the state of the art in digital marketing. The theme of the 2008 event was "Rock ...