digitalCMO.com

Significant Objects: Creating Value Through Storytelling

Thanks to Nico Brooks for pointing me to -  in his comments to my blog post Field Notes: Are Digital Agencies Bearing the Torch or Jumping the Shark? - the NPR story on the  Significant Objects project. The Significant Objects project was an experiment to create compelling stories about unique yet low-value items in an effort to increase their worth, the quantification of which would be measured in an eBay auction. Result: the "junk" objects acquired significant incremental value as a result...

Managing Change at Digital Agencies: Role of Leadership?

In the past few months I met with over 10 agencies with strong full service digital shops (creative, planning, buying).  Now these are all top firms.  They are winning, keeping, and delighting clients. This post is not a rant against agencies or their productivity.  I was not surprised to hear - both from leadership and account level folks - that the agencies were stretched thin managing change: building media exchanges or access to exchanges; creating global data analysis and visualizati...