Future: Magazines, Agencies

Berg have been working with Bonnier R&D exploring the future of digital magazines, and creating Mag+. Bonnier publish Popular Science and many other titles.

Mag+ from Bonnier on Vimeo.

Agencies have played such a crucial role in helping companies market their products and services for more than a century. Names like McCann Erickson, Young & Rubicam, J. Walter Thompson, Ogilvy, and Saatchi & Saatchi (among others) are practically household names. There’s even a massively popular and critically acclaimed television show capturing life in the golden age of legendary agencies on Madison Avenue. Yet the agency model was built during a time when there were only a handful of channels in which they could push one way messages en masse. Does that model still work in a time when nearly a quarter of online US adults now create content online?
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Twitter: Top Social Brand, New Agency

If sheer volume of conversation is any indication, Twitter is the hottest brand in the market. Twitter dominates a tech-heavy list of brands in our March 2009 Social Radar Top 50. The Social Radar Top 50 measures the most social brands by the number of unique topics of conversation. These brands are top of mind for consumers and bloggers today — Social Radar determined rankings according to the number of individual websites with at least one post about each brand to accurately capture the brand’s reach across the web.
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Carri Bugbee, the PR woman behind some of the much talked about twitter marketing of ‘Mad Men’, is to build a Twitter-based ad agency for media and entertainment companies. Bugbee, owner of Big Deal PR, was the face behind the Twitter account of ‘Mad Men’ character Peggy Olson, which helped create additional buzz for the critically acclaimed AMC series. Bugbee won a Shorty Award (in reference to the 140 character maximum used by Twitter), which rewards the “best content producers on Twitter”, last month for her tweets as Peggy Olson, who rose from being Don Draper‘s assistant to a copywriter in the Madison Avenue 1960-set drama.
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Superbowl XLIII: Ads Will Suck A Bit, Link To Web

Over the years, it has been called the Ad Bowl, the Bud Bowl and the Buzz Bowl. Super Bowl XLIII on Sunday will probably go down as the Hard-Sell Bowl.As the economy soured, advertisers began crafting a hard-sell approach to their game ads, and the results will be on display Sunday. They offer a stark contrast to the slapstick of Budweiser‘s flatulent horse and Electronic Data Systems‘ Herding Cats branding ad that in past years tended to soft-peddle products and services.
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The Super Bowl advertising ranks are usually filled with the big boys of marketing: Anheuser-Busch, Coca-Cola, PepsiCo. And now: Cash4Gold?
For television viewers, the Super Bowl offers an annual midwinter spectacle. On Sunday, in addition to a football game and a halftime show, they can watch Madison Avenue try to walk a tightrope. The advertisers, which are spending up to $3 million for each 30-second commercial during Super Bowl XLIII, have a tricky task before them. They must figure out the right way to speak to consumers worried about the wretched economy while at the same time not ignore the long-standing appeal of Super Bowl Sunday as a night of escapist fare.
Determined to get their money’s worth, many of Super Sunday‘s advertisers have been using pre-game Web efforts to rev up anticipatory interest in the commercials. But the process works in the other direction, too, according to a survey conducted last week for advertising/marketing/consulting firm Hanon McKendry. Thirty percent of respondents who plan to watch the game said seeing the telecast’s commercials makes them more likely to visit an advertiser’s Web site.
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Industry Snippets: Digital Agencies, Neuromarketing

Digital agencies are not only being invited to pitch brands as agencies of record — increasingly, they’re winning. And at least one top digital-agency executive said he thinks the movement toward digital agency as full agency of record has yet to take hold. “It’s way too early to call it a trend,” said Clark Kokich, CEO of Razorfish. “But you are seeing certain select opportunities where it’s becoming a real alternative for clients.” According to him, the move toward becoming a full agency of record is not an explicit strategy for the agency but an opportunity that can’t be ignored. Razorfish does not have any full agency-of-record relationships but has poached a creative director and a planner from the likes of McCann Worldgroup and SS&K.

This Is Your Brain On Advertising
Madison Avenue is increasingly turning to neuroscience to refine the art of crafting successful ad campaigns. The Nielsen Co. jumped into the field earlier this year by investing in Berkeley, Calif.-based research firm NeuroFocus, which applies neuroscience to advertising research. Now Google is applying “neuromarketing” to video advertising. In a study released Thursday, Google and MediaVest used NeuroFocus findings to show that overlay ads appearing in YouTube videos grab consumers’ attention and boost brand awareness.

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