November 4, 2008

What's Next Event

Brazil's most influential advertising newspaper, Meio & Mensagem (which has a partnership with Advertising Age), celebrated its 30 years with a full-day event yesterday inviting speakers from the world's largest ad agencies to talk about the future. It was a great opportunity for me to listen to guys like Tom Bernardin (Leo Burnett), Laurence Boschetto (Draftfcb), Bob Greenberg (R/GA), Simon Sheerwood (BBH), Tom Carroll (TBWA) and Andrew Robertson (BBDO). The name of the event was What's Next, a rather ambitious name that is virtually impossible to properly answer. Even more so, if we take into account what the world has gone through in the past months. A lot was said on how consumers are becoming even more empowered, the impact of mobile and the prospects of an increasingly digital society. I didn't feel there was any particular wow in terms of what can potentially happen to the marketing/advertising landscape.

At the end of the day, what I personally enjoy at these types of events are real-life examples of how companies are finding new ways to interact, come out with innovative products and connect with people in ways that are remarkable. Bob Greenberg from R/GA took us through the interesting case study of how his interactive agency has helped create Nokia ViNe, a location-based content sharing service. A service where people can share routes, pictures, sounds and videos. Sounds like an exciting idea to record our traveling experiences and get tips on trips other people have made.

Read article on the Nokia ViNe initiative at MediaWeek.

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