A friend Robin Grant is working on this campaign with his company with his comapny We Are Social.

Can’t wait to hear how social media impacts this is an on / off-line event. 

Sort of like a high-profile, main-stream, quasi-flash mob.  The effect of doing something, even as minor as turning off your lights, somehow makes it all different.

We’ve already seen a host of e-mails go across the office network.

Great to be able to do a simple post like this one as well.

http://earthhour.wwf.org.uk/

Great little piece of PR work by one of our strategists.  It is a great campaign and innovative approach.  Well done Luis and the whole strategy team.

Iris Digital tries no advertising conversation-only strategy

by Daniel Farey-Jones, Brand Republic 26-Mar-09, 12:20

LONDON – Iris Digital is experimenting with bypassing traditional media buying and using only social media conversations to promote a competition for football fans to win tickets to a Sony Ericsson VIP party.

The strategy involves the agency seeking people out on Facebook, Twitter and football forums and blogs instead of buying targeted media.

more

Interesting note in the press from the US about Ogilvy North America. 

A lot of bigger agencies have been experimenting with mixing up teams, de-accentuating or eliminating P&Ls, and cross-training up people so they can deliver integrated solutions.

The question is does it work?  At Ogilvy in NY the decision has been made to have separate MDs running DM and Advertising — which means perhaps not.

“We were trying to get people not to worry about a P&L and to think in a more holistic way about [client] solutions,” said John Seifert, North American chairman of The Ogilvy Group. “The effect that it had — which we discovered pretty quickly — is that it started to create a kind of grayness to what each discipline stood for.”

And, it must be assumed, that must have impacted on how the teams reacted to client requests and the quality of the work.  Otherwise the agency — which is one of the most mature and best run of the big established agencies — wouldn’t change course.

They’ll run their divisions, but then they’ll have an accountability on her [Carla Hendra's] leadership team to make the whole greater than the sum of the parts.”

“There should be a common culture and philosophy of our promise to clients,” said Seifert. “But … we don’t want that to be lost in a mushed-up ‘we’re all one’ kind of model.”

Interesting to see — and equally interesting that DM and Advertising are seen as requiring separate management, but Digital is not.  Like a lot of established agencies, the management of DM, Advertising, Media, Heathcare Marketing, and PR have proven their case that their disciplines have a complexity and special skills that require nurturing and dedicated management. 

But poor OgilvyInteractive – despite being the oldest interactive agency brands and having a good case to celebrate turning 25 this year — languishes in integration without dedicated management. 

Be interesting to see how that works out as the year progresses.

Ogilvy Team: Separate but Equal

A restructuring in New York results in two new managing directors

March 8, 2009

-By Andrew McMains

NEW YORK When Ogilvy & Mather named separate managing directors for advertising and direct marketing at its New York headquarters last week, it was a tacit acknowledgment that having co-leaders across all disciplines bred confusion among staffers and a lack of accountability among bosses.

“We were trying to get people not to worry about a P&L and to think in a more holistic way about [client] solutions,” said John Seifert, North American chairman of The Ogilvy Group. “The effect that it had — which we discovered pretty quickly — is that it started to create a kind of grayness to what each discipline stood for.”

more

Where do you begin with this book.  When books have great thoughts in them and I’m in a remembering mood I bend back the lower corners to be able to find whatever it was made you chuckle, or roll your eyes back and think, at the time.  This book has a host of them.

First comment has to be the narrative style — I’d heard of Second Person narration, but can’t remember second person narration that shifts in each chapter and is identified up front.  As Cory Doctorow points out, it works.  And it makes the tech fiction in the pieces really punch.

Your smartphone’s nagging you about hitting your transferrable overtime limit, and you’ve already blown your quota for time off this month; if this goes on you’re gonnae have to put it on upaid hours and file for a time credit from Human Resources.  It’s even been threatening to snitch it to the Occupational Health Department that your Work/Life Balance is out of kilter; if this goes on, it’ll be off to the compulsory Yoga and Aromatherapy classes with Stress Management for you.

Classic to think what a public service employee (she’s a Scottish Cop) will have to put up with when the phone is tracking time and talking to the bureaucracies.

In the office we’ve started using both enterprise video conferencing and local Skype or video ichat.  No longer first generation, but hardly ready to jump the Chasm.  Here is a great one for when video interviewing is in full adoption — and the computers have the ability to manipulate the signal in realtime:

‘Good.’ Mr. Pin-Stripe nods, jerkily, at which point the brilliantly photorealistic anonymizing pipeline stumbles for a the first time, and his avatar falls all the way down the wrong side of uncanny valley — his neck crumples inwards disturbingly before popping back into shape.  (You can fool all of the pixels some of the time, or some of the pixels all of the time, but you can’t fool all of the pixels all of the time.)

And of course the implication of ubiquitous broadband wifi, gps-driven data overlays and internet-enabled glasses could be quite useful to the police — or Polis as they are called in independent Scotland in the 2020s.

CopSpace sheds some light on matters, of course.  Blink and it descends in its full glory.  Here’s the spiralling red diamond of a couple of ASBO cases on the footpath (orange jackets,blue probation service tags saying they’re collecting litter.)  There’s the green tree of signs sporouting over the doorway of number thirty-nine, each tag naming the legal tenants of a different flat.  Get your dispatcher to drop you a ticket, and the signs open up to give you their full police and social services case files, where applicable.  There’s a snowy blizzard of number plates sliding up and down Bruntsfield Place behind you, and the odd flashing green alert tag in the side roads.  This is the twenty-first century, and all the terabytes of CopSpace have exploded out of the dusty manila files and into the real world, sprayed across it in a Technicolor mass of officious labelling and crime notes.

Sound far-fetched?  Consider the Lumus glasses that were at CES this year.

Of course it doesn’t have to be technology to be good science fiction.  It can also be something as archane as describing bureaucracy … just in the future.

‘It’s about the car insurance.’ [...] ‘What’s the damage?’ ‘Well, Sally’s carrying six points on her license and she had that car-park smash last year.  She’ll lose her no-claims discount, which’ll cost us about eight hundered extra when we renew the insurance.’
‘Ouch.’  Driving’s an expensive pastime even before you factor in deisel at €5 a litre, speed cameras every quarter kilometre on all the A-roads, and insurance companies trying to rape the motorists to recoup their losses on teh flood-plain property slump. ‘Who are you with?’
‘Nationwide.’
Well, that’s a relief – an old-fashioned mutual society, instead of a pay-by-credit-card web server owned by Nocturnal Aviation Associates Dot Com (motto: ‘We fly by night’) out the back of a cybercafe in Lagos.

Or just some fun — thinking of how unsettling virtual reality can be when mixed with real life.

Yesterday upon the stair I met a man that wasn’t there.  He wasn’t there again today, I wish that man would go away.

How can everyone not love near future fiction?

I've just finished Charles Stross' Halted State which is a great read on a whole host of levels — from 10 year out science fiction with pervasive high bandwidth wifi, smart location services, vision-enhancing glasses with data overlays and a second-tier economy between massive multiplayer online games. It is a nice vision of technology and when I get a moment I'll tap in some of the amazing quotes this guy has come up with to share.

On another note finishing one book set me off looking up others and in the process came across a few videos of another favourite author, Neal Stephenson, which I came across it in classic web linking fashion seeing the link because both spoke at Google's Mountain View authors series. 

Never ceases to amaze how uninteresting the TV becomes when you can watch 2 hours back to back of interesing writers.  (And how effective putting good content online gives you a better appreciation for the brand the sponsors it.) At anyrate I noticed Stephenson called out one of my favorite lines by saying in a commencement address that "we are all geeks now."  Not his best presentation but the content is excellent:

His idea is that we all have an area of passion that we can feed because of the freely available information today — and publish as easily. My idea when I called the great and good of marketing and advertising at the Ogilvy Verge event "geeks" and said it was ok because "we're all geeks now" was we are all become adept at using technology to live fuller lives.

Either way we should all embrace it — technology is here to stay and will do wonderful things for all of us. Long live techno-utopianism.