When it comes to digital marketing that forges deep, lasting connections with consumers, R/GA is still the gold standard. In 2008 the 32-year-old Interpublic Group
agency proved it has come a long way from its days as a specialty shop, blossoming into a full-service agency that top marketers call a trusted partner. R/GA was among the first to eschew the old-media marketing approach of creating a narrative about a product in favor of building digital platforms that show what a product can do. The agency’s work for Nike and Apple’s iTunes
is the original and often-trotted-out example of its knack for building custom digital applications. But where R/GA really pushes the boundaries of the established digital-agency model is in the creation of brand experiences for Nike and other global companies such as Nokia
Magazine and TV Ads More Effective than Ads Online
Within a half hour period, magazines deliver more than twice the number of ad impressions as TV and more than six times those delivered online, according to a study by McPheters & Company conducted in cooperation with Condé Nast (ah…)and CBS Vision. The research, which employed an experimental methodology to explore the relative effectiveness of ads on TV, in magazines and on the internet, also found that though TV doesn’t deliver as many ads per half hour as magazines, net recall of TV ads was almost twice that of magazine ads. Meanwhile, magazines still had ad recall almost three times that of internet banner ads.
Top 10 Ideas Changing the World
A renewed focus on human capital, a need to reinvent suburban wastelands and crumbling highways, a groundswell of ecological awareness, and a growing desire to look and act “the same age forever,” are just several of the top 10 ideas that Time Magazine says are changing the world right now. The annual top 10 list, which appeared in a special March 23 issue of Time this year, reflects what the publication says are new answers to new questions wrought by today’s economy, environmental and geographic challenges, medical advancements and shifting collective consciousness.