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By David Burn
We often talk about placing the customer, not the brand, in the center of the action online. According to Technology Review, the brainiacs at MIT are well beyond just talking about it. They're doing it. The researchers built a prototype website for British Telecom, set up to sell broadband plans. The website is designed so that the first few clicks that visitors make are likely to reveal aspects of cognitive style. …
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By David Burn
According to Stuart Elliott of The New York Times, Dos Equis beer will present a reality series on the Mojo HD cable network that will chronicle the search for an assistant to a character who is featured in the brand’s advertising campaign, a person of wealth and taste known as the Most Interesting Man in the World. The Dos Equis series, called “MIA: Most Interesting Assistant,” is to run for five consecutive weeks …
By David Burn
According to Ad Age, an aptly named but relatively unknown Los Angeles agency just landed an important car account. Mitsubishi Motors America handed its $155 million U.S. creative account to a relative newcomer, Hollywood-based independent agency Traffic. Less than a year old and largely unknown, Traffic is part-owned by The Cimarron Group, but still has car credentials: The shop is led by co-chairmen Robert Farina …
By David Burn
Susan Bratton is CEO and co-founder of Personal Life Media. …
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By David Burn
MySpace is collaborating with best-selling Brazilian author Paulo Coelho to make a user-generated movie of his book The Witch of Portobello. Users can submit videos focusing on one of the book's characters to MySpaceTV or Coelho's MySpace page, and up to 15 winning submissions will be molded into a video "mash-up" called "The Experimental Witch." Users can also submit songs for a soundtrack to the film, with up to …
By David Burn
Peter Seligmann, CEO-chairman of Conservation International, delivered a keynote address at Advertising Age's Green Conference in New York yesterday, telling brand managers it's okay to be not perfect. In the current environment, accusations of "greenwashing" have become the norm, but that's no excuse to sit on the sidelines. None of us are pure. None of your brands are pure," he said. "We need an aspiration to be …
By David Burn
According to The Wall Street Journal, square pegs don't fit into round holes. Walt Disney Co.'s ABC News is close to scrapping the current format of its daily "World News" Webcast, an online version of the evening news anchored by Charles Gibson, which the network trumpeted as a major step into its digital future when it launched two years ago. Network executives and media buyers say that broadcast news suffers …
By David Burn
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