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2008 July | Marktd
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July 31, 2008

Jobs We Love

by Guy Brighton in Ad Biz

Some great jobs you should apply for, listed on our jobs site:

PSFK Interns - Editorial / Consultancy
NYC : Learn to inspire

Trend Analyst, Design & Innovation Company
West Coast : Ideation, strategy and concept development

Senior Planner, mcgarrybowen
New York : Can seamlessly move from the boardroom to the street

Senior Account Planner, Avenue A | Razorfish
Chicago : Flex your strategic muscle

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Bay Area Innovators: Gustaf Alströmer of heysan!

by JeffSquires in Online & Web Services, Telecom, Web & Technology

Noticing that there were no standard protocols for communicating between mobile phones and desktop computers, Heysan! is a mobile web based service that enables people to use any Instant Messaging service to chat through their mobile device. The service is not only free, but works with any phone and on any network.

Gustaf discusses some of the popular devices amongst their young, urban users that are typically overlooked by the mobile industry and explains the unique relationship this audience has with the mobile web.

Heysan!

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Guinness Makes Unbelievable Ad Yet Again

by Guy Brighton in Food & Drink, TV Advertising

Unbelievable in the negative use of the word.

First it was that ad in town in the hillside of Argentina where the domino effect was supposed to reveal a big pint of Guinness made from a tower of flicking books. So many shots and angles just made you realize it was shot over a number of days and it was a very poor-mans version of the Honda one-shot ad.

Now we have an ad with people switching on and off lights in a building at night - including that cliche angle of people running up stairs shot from above - so that if you looked from the outside the building would look like a pint of Guinness. But it doesn’t. It looks like all those CGI gimmicks that throw you out of the make-believe in all those sci-fi films you’ve hated recently. You just know it didn’t really happen and that the ad-guys are trying to fool you.

Don’t you think we’re all a little savvy enough to understand clever editing techniques and CGI, BBDO Ireland?

Guinness

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July 30, 2008

Bay Area Innovators: Joe Gebbia of AirBed & Breakfast

by JeffSquires in Transport & Travel, Web & Technology

joe gebbia Joe Gebbia is the Co-Founder of AirBed & Breakfast, a new way of traveling that allows people to book rooms with locals to get a truly local experience. Travelers simply log onto the site and peruse the profiles of locals. Hosts provide descriptions of their accommodations, photos, as well as personal information about themselves. If travelers find a good match, they can book a room with a credit card just like any travel site - that is, if the host also approves their profile.

Joe discusses why people are interested in staying with strangers, how they deal with issues of safety, and how they are tying in with the Democratic and Republican National Conventions.

AirBed & Breakfast

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Marktd Talks To Eric Green Of Grow Interactive

by Guy Brighton in Ad Biz, Fashion, Online Marketing, Youth Marketing

grow_ericgreen.jpgGrow Interactive is a smart out-of-town agency that can punch above its weight. But while it likes to take on as many national clients as local, it still likes to ensure that the team work on enough socially conscious projects too. We talked to Eric Green about what’s been going on in the agency.

Eric, It’s been a while since we last talked. How has the type of work Grow Interactive produces changed?

Since last we talked, our company has grown fairly substantially in both our size and capabilities. This along with our focus on building relationships within our industry has afforded us many great opportunities. So I’d say our work is definitely richer these days, filled with even more varying creative and technical executions. If you haven’t checked us out lately, please do so at thisisgrow.com.

You recentlty created a socially conscious project called The Girl Effect for Nike with W+K. Can you tell us about it?

I’m glad you brought that one up. We’re especially proud of it. When W+K first told us about the Nike Foundation led initiative, we were floored. A girl is a definitely an unexpected solution to many of the world’s problems so when we learned the facts like “when girls and women earn income, they reinvest 90 percent of it into their families, as compared to only 30 to 40 percent for a man”, it was immediately evident that the Nike Foundation had found a mission with enormous potential to start that change. At that point, the decision to get on board was a no brainer.


grow_wk_girleffect.jpg


Are these types of projects important to you?

Very much. We spend the bulk of our time creating channels to promote brands and their goods, so when an opportunity comes up to create change for the benefit of others, we welcome the challenge. We also think it’s very important not to repeat ourselves because variety keeps our team sharp. Feel-good projects are always good for morale too.

You seem to have a good spread of big brands and smaller companies as clients - why the mix?

We spend a lot of time in the community, taking part in local design and advertising organizations. We do so because we believe that if our company is to remain strong at the root level, we have to participate in our community. This participation leads to organic relationships with the people around us. In addition, smaller companies afford us branding opportunities we don’t typically see working with our agency partners.

How have you been working with social media and sites like YouTube?

Done sensibly and right, social media can afford great opportunities. For example, we recently teamed with Saatchi & Saatchi New York to design and develop a karaoke music video contest website for JC Penney called “Rock Your Look“. The winner wins a trip to LA and presents at the 2008 Teen Choice Awards.Early on in the planning stage, Saatchi approached us with their idea. This allowed us to develop some key insights into teens we thought would be most likely to participate in our contest. We found these teens on YouTube and because we were aware of YouTube’s recently released APIs, we were able to suggest and interface our website with YouTube. This not only put us in front of these teens, but because our website enhanced their outlet for self-expression, our contest became a hit with them.


grow_saatchi_ryl.jpg

You work with a lot of advertising agencies. Sometimes you hear horror stories about the relationships between traditional and digital agencies - what tips can you share about successful relationships?

Beyond approaching us for our technical and creative capabilities, we’re happy to hear from our agency partners that they appreciate our heavy focus on communication and timeliness. We believe this type of relationship gives everyone the confidence they need to know the project will go as smoothly as possible. In addition, by making the most of the time we’re allotted for each project, we’re able to achieve the best end result possible.

And what’s next for Grow Interactive?

We’re really excited to announce the addition of our new Interactive Director, Benjamin Mace. That and we’ll keep pushing ourselves and our work. We’re only getting better.

Congrats & Thank You

Grow Interactive

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July 29, 2008

Strawberry Frog Launches New Site We Can’t Read

by Guy Brighton in Ad Biz, Online Marketing

Picture 7.png

US and Dutch agency Strawberry Frog has relaunched their site. In 100% Flash. In 2008.

It’s unreadable on the iPhone and on the NetNewsWire (pictured).

Strawberry Frog

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The Dark Knight: Success Before Opening Day

by Lourenço Bustani in Creative Thinking, Entertainment, Online Marketing, Web & Technology

After the two Alternate Reality Games held in May, Warner has launched different initiatives to promote “Batman: The Dark Knight” in Brazil.

The first is the promotion of the local version of the “Why so serious?” website, which allows users to have their photos scribbled on by the Joker, and the blog Eu Acredito em Harvey Dent (which translates to “I Believe in Harvey Dent”), a place where internet users can find information about Harvey Dent, the candidate for District Attorney in the movie. At the blog, users can also find all the campaign material used in the film. The Youtube channel “haahhahaa” brings trailers of famous Warner movies - edited and ridiculed by the Joker, to show his displeasure with the company. A phone number appears during these trailers. Those who call the number hear a message from the Joker himself.

Finally, Warner’s latest initiative is being held in partnership with mobile phone operator Claro and Nokia. Participants search for hidden letters with the help of tips revealed in the website www.cartasescondidas.com.br (hiddenletters.com.br). Each letter is worth points and the five people with most points win a Nokia N95 phone, loaded with content from the film. Another 495 people will win tickets to see the movie.

[via Direto do Forno]

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Bay Area Innovators: Ben Finkel of Fluther.com

by JeffSquires in Online & Web Services, Web & Technology

Carrying on with our Bay Area Innovators series, where we chat with Bay Area-based entrepreneurs about their businesses and how they turn a profit, we bring you Ben Finkel.

Ben Finkel is the CEO of Fluther.com, a community question and answer site where you can ask questions about anything and the community will help answer those questions. Ben discusses how they connect users questions to experts and what inspires complete strangers to help each other out.

Fluther

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July 28, 2008

BBC Olympics Promo

by Henry Lambert in Creative Thinking

To promote the Olympics on the BBC they have partnered up with creators of Gorillaz, Damon Albarn and Jamie Hewlett. The ad tells the tale of the Chinese Monkey King.

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