There is no bigger name than O and she has the persuasive skills to be successful. I am looking forward to her new venture. I believe she's going to knock our socks off. verizon bill pay –jacksonville, FL

Oprah, I'm looking forward to what you will bring to OWN and Discovery. I think it will be so much more and far more reaching! God Bless the rest of your yellow brick road! –Stone Mountain, GA

I seem to remember that there was once a big-time guy in radio named: Howard Stern Be careful Oprah, pride before the fall, you know. I suspect your fans may not be the lemmings you take them to be. –New York, NY

Yikes! I can understand Palin and Oprah, both are connected and Oprah (the richest and most powerful woman) closing shop on her tv show is pretty big news. But twilight makes no sense, it's a movie geared at pre-teens and is it really that popular? Are there really that many pre-teens in the world with sufficient market power. Then again this is a twitter poll and the majority of twitters are apparently prepubescent tweens. going by - Jervis http://www.p4o.net –Una Zanuwate, ZA

A welcome realism. –Coral Gables, FL

Just reading your theories and conclusions ..... were I to ask why you choose the creative services offered to you ? ... do you go down the same route? ..... or how do you choose ? As a photographer of considerable experience and as many re-inventions as technology and budget has demanded, it still puzzles me how an Agency or A/D chooses the person to interpret the brief. When you consider sometimes the flippancy with which one is dismissed a slight insight into this subject might help us understand how we can approach all agencies big and small. To use your quote, to me, sounds like a photographer !!!! They love the business. You can see it in a passion for craftsmanship, a joy in the process of creating work that inspires, and an intellectual curiosity about solving problems. When you've got that energy and passion behind the day-to day decisions, you'll always find a lot to like in the culture, whether you can see it or not. Derek Seaward http://derekseaward.com –London

This is important, and extremely well said. The cliff's notes version: Look for Competence, Innovation, and Passion. I'd add Talent, and Fun to that list of absolutes, and counsel people to join the team they feel at home in, rather than the one offering a few more sheckels to start. –Boston, MA

As a "recovering" agency guy, I was fortunate enough to work for two agencies in Boston that oozed the passion and intellectual curiosity you mention above. Two elements I look/looked/looking for ;-) are the following: Outside the Agency: Do you see agency folks out and about OUTSIDE the office? Aside from the yearly award things, are members of the agency (at all levels) participating in the conversation outisde the walls of their hip/creative/funky/cool offices? If they are, that's great. That tells me that: a: the agency isn't a sweatshop b: the agency feels naturally collaborative outside of their own interests. Willingness to Change (like you mention above) Don't be afraid to take risks, challenge yourself and fall flat on your face every now and then. That's ok- we've all done it, we'll do it again, but it makes us (and the agency we work at) stronger and well, better to work for.. Tyson | @goodridge –Wenham, MA

Excellent article. If I may add, there are thousands of small things in the workplace that hint to how passionate the management is about the work they do and how they treat their employees. Job candidates immediately notice these things and for those who have several options of where to work, it certainly impacts their decision. Therefore, if one is really are passionate about his work and treat his employees properly, he should make sure the workplace reflects both aspects. In most cases, though, that just happens naturally. Daniel Faintuch www.amarketersview.com –Cleveland, OH

Phil, nice thoughts as usual. What's interesting to me is how effective leaders make their approach contagious without expecting everyone to act like them. This is something I'm learning a lot about in my own role by looking at others with much more experience and wisdom than I- I'm driven by that high bar you describe, but might be willing to give up more to achieve it than people I depend upon, or people who might become more driven given the right nudging. It's a delicate balance of leading by example and by apprehension of what makes the dynamic functional and positive (which isn't always having a bunch of mini-me's around you). - Chris Butler, Vice President, Newfangled.com –CARRBORO, NC

Amen –CHICAGO, IL

How do you keep a people down? You 'never' let them 'know' their history. Keep telling that history; read some great military history. The 7th Cavalry got their butts in a sling again after the Little Big Horn Massacre, fourteen years later, the day after the Wounded Knee Massacre. If it wasn't for the 9th Cavalry Buffalo Soldiers, there would of been a second massacre of the 7th Cavalry. Read the book, 'Rescue at Pine Ridge", and visit website/great military history, http://www.rescueatpineridge.com –Woodland Hills, CA

Ken, Not sure I understand your chosen title relative to your commentary on the Marley estate trying to capitalize on his still global post mortem popularity. –Olympia Fields, IL

Listen, I'm tired of this fixation on digital production being lauded for being new. Rather than ride the publicity of AVATAR, brands should stay as far clear as this one is going to sink like the Titanic. CGI overload is stale at this point. It's just screensavers being voiced by washed up actors. There's now "WOW" factor... I compiled a full list of talking points over AVATAR's buzz based on solely on it's production methods here. http://lonerboner.com/avatar-dumbing-down I am speaking only how this movie relates to the world of advertising. It's not a review of a film not yet releases. –Acapulco

Many of the new and/or advanced marketing ideas discussed - including AR - require integrated thinking and production models which few agency staffs and marketers possess. Silo'd corporatized structures almost prevent people from seeing how easy and inexpensively utility and 'advertainment' AR and mobile modules can be created and produced - given the right upfront thinking and plannning, and resource. Our 40-person CGi and live action group had been creating and producing high-end integrated 3d, HD and visual FX for over a decade, exactly as shown in the above aexmaples -- yet most agencies still try to file what we do into a single bucket. "Are you a broadcast production, animation, CGi/FX, design, digital or creative imaging group?" "Yes." Media buying and production is now a mosh pit. The borders between TV, digital and print have and will continue to come down, and budgets, timelines and staffs have all shrunk. This requires a new breed of cross-platform creative-production. It's been a hard message to impart. But we're trying. And Ford, Coke, P&G, Verizon, Blackberry, Turner and a few others are getting it. www.artisticimage.com Atlanta –atlanta, GA

I am excited to see this campaign come to life, and believe it represents the dawn of AR marketing in a big way... highlighting how mega brands and products will come to life with added engagement, and rich-media to further enhance the customer experience. Today's webcam campaigns are clearly more about the wow-factor of triggering holographic-like animations off of an everyday item. As we quickly move from glyph-like codes (i.e Esquire mag) to natural feature tracking (i.e branded logos). The evolution of hardware and software will only lead to more robust, compelling and informative marketing campaigns. And mobile... will change everything! The power of mobile AR will truly revolutionize how marketing is done. Smartphones can be used to unlock a deeper / hidden layer of content tied to the people, places and things all around us. The power and potential of that cannot be denied. We are just getting started with AR marketing. So, will efforts by Coke, McDonalds to plug Avatar take nascent tech mainstream? Absolutely! I would argue that these mega-brands and franchises are not rolling the dice on AR technology, but rather understand where this technology is headed, and the power that it brings. We should look to these mainstreams brands to realize the right time to step in is now. Brian Selzer Ogmento, LLC www.ogmento.com –Los Angeles, CA

We at Agency.com Italy have already done a simple experiment with McDonald's Italia. Enjoy. http://www.stiamocucinandopervoi.it/ Nicola Rovetta Agency.com Italy –Milano

The Esquire application is very cool... as is Mr. Downey's performance. The App does work better however when the Marker is not covered by an Address Tag with its subscribers name on it... which our sarcastic creatives were quick to point out. Oh... print peeps, even when you do something cool, your atavistic constructs continue to haunt... –SAN FRANCISCO, CA

We are using Flash AR in a retail shopping centre to drive traffic and create an unique and worthy experience with our target group to drive word of mouth. We are betting that by creating worthy experiences, the results (i.e sales at our retailers), driven by word of mouth, will outperform any advertising in mass media. To that end, during Christmas Santa Claus and 38 elves are in mall with trading cards that customers can collect, but Santa's card is Flash AR. And you can only get it from Santa. We are using the uniqueness of the technology to drive footfall and sales. But as mentioned in an earlier comment the retail environment is perfect for this technology. The MIT presentation on the Sixth Sense is closer than we might think and it is exciting. www.santaatrichmondcentre.com –RICHMOND, BC

The technology described seems more like 'mobile tagging' that 'augmented reality'. I believe that the term 'augmented reality' historically refers to data and/or graphics superimposed on live video and associated with a physical object or location; essentially showing that object or location's 'latent cyber' characteristics. A conceptual example would be the view through the eyeball of James Cameron's 'Terminator' character as illustrated in the films. This kind of media is starting to show up on smartphones that are equipped to show live video, sense location and display overlay graphics on that video. A good example would be the 'Layar' iPhone app (www.layar.com). This capability has obvious marketing potential. The idea of using a webcam to read a code on a product or advertisement and then display associated online content is also a powerful idea that has been around for awhile but which has so far alluded adoption, at least in the West. This is likely due to the absence of a business model that encourages consumer behavior beyond the immediate gimmick appeal of the technology and the adoption of a compelling monetization model by advertisers. This approach may also prove more viable using a mobile camera phone than using a desktop webcam or scanning device as indicated by the limited success of earlier efforts, like the 'Digital Convergence CueCat'. Rob Durst The Durst Group –Dunstable, MA

By definition, discussions of "early adopters" of "new technology" means that we're talking about a small minority of advertisers experimenting with different approaches. So, most examples of AR that we see today and will see in the near future will probably miss the mark. But that's part of the natural cycle of evolution. Over time, as with most other technologies, people will find better and better ways to use the technology as the technology itself grows and gets wider adoption. –Philadelphia, PA

I wonder about AR as a tech support or customer service tool. AR could be the "next best thing to being there" in terms of a possible two way exchange between a tech support person and a customer with the web cam or the correct smart phone. Maybe remote setup and installations could be further enabled by AR? It seems to me that early adopters in entertainment/marketing lead the way and are followed by uses in other more conservative categories. –Stoughton, WI

In related Avatar news -- Top companies are creating Avatar based multiplayer 3D worlds for coonsumer and for the workforce. The Star-Ledger + Pittsburgh Tribune-Review (http://www.pittsburghlive.com/x/pittsburghtrib/lifestyles/family/s_653491.html?source=rss&feed=7 ) report how top companies recognize that younger workforces learn differently, having grown up with PCs, games, and social networking; they are providing a game-based delivery of material that makes clearer what companies stand for and what employers expect of their workers. –new york, NY

AR may seem like a gimmick in publishing today, but with devices like SixthSense from MIT Media Lab and the obvious iPhone apps to come, it will completely revolutionize the retail shopping experience. Imagine being able to find real time information about products as you browse the store, check prices from competitors down the street live, or simply upload the retailers latest coupon to your phone as you check out. My suspicion is we will be doing it sooner than many think, and it will revolutionize the role of the package at retail. Here is a link to the TED presentation of Sixth Sense and my blog entry on the subject last week. http://tiny.cc/XwqkC http://tiny.cc/Iy7on –SOUTH NORWALK, CT

Gimmicks are not going to create sustained engagement with the consumer. Utility based augmented reality applications however are in a unique position to allow a brand to create a connection with a consumer in innovative ways. You can already see this with useful and utility based augmented reality like The U.S. Postal service and Fashionista application on Tobi.com. On another note, marketers need to stop using augmented reality that requires a software download or browser plug-in. Consumers will not download either (especially for a marketing campaign). There's flash based AR out there that works directly in the browser to create a more seamless experience. Matthew Szymczyk Zugara –CULVER CITY, CA

I've been showing AR to clients for almost a year and no takers. They think it's a gimmick, maybe now brands like Coke have taken it on they will follow - few clients are early adopters. However, the challenge is to make it work as a marketing tool not, as is the case with a lot of webs suff, a gimmick that entertains but doesn't deliver any marketing value. We all like to play, to go "wow" that's what theme parks and modern museums deliver, but does it sell? Ford's novel AR example where you could park the car was fun but does it make you buy a car? It was just fun. That's the challenge. Sure it makes good PR in the media press but it needs to convince a lot of sceptics. Long term I reckon the porn industry will use it most. After all, they are usually the first to adopt new technologies. –London

My 10 year old nephew looks at me and said this to me one day, "Uncle Bart.. do the ad companies think I'm going to want to have a McDonalds hamburger just because I get a free Batman Glass? I don't like their burgers very much. Too much grease." Wow. Out the mouth of babes. An earth shattering statement that every creative director needs to hear. And from a 10-year old at that. I just don't see the stupid rush to take a movie and slap it into hamburger boxes, soft drinks and peddle this stuff off so kids are attracted to consume fattening fast food meals of Cholesterol fries from McDonalds or Belt Busting Calorie double Whoppers from Burger King, either. Avatar. Batman. 2012. Movies are going to come and go. Packaging them into fast food meals is a real shame. Responsible advertising has to start somewhere. Which is why our agency refuses to work for any fast food franchise. –SANTA FE, NM

@Rodney33 I noticed that we posted the same link only after I submitted my comment. Isn't it a great application of AR, though? –Wellesley, MA

Recently, Esquire used AR in a way that could help save print media: http://s.azul7.com/esquire Leah Tran www.azul7.com –Wellesley, MA

Smart phones make augmented reality an important and dynamic marketing tool that will grow substantially over the next few years. Smart phone penetration by the way, is no longer "small" as this article states. For the US, current smart phone penetration is well over 20% of all cell phones. Additionally, 40% of all non-smart phone users have intent to purchase one by June of 2010. That will easily push the numbers up over 50% in 2010. All the more, cell phones in general outnumber computers 3 to 1. So somewhere before June of 2010, smart phones will outnumber computers. Anyone that says, "there's not really much there to sustain any real engagement" for Augmented Reality hasn't a clue about how it can be applied, particularly with mobile. Snap tags through retail stores on product labels and POS will enable video demonstrations to come to life, help shoppers answer the most challenging questions, compare products, suggest additional items and tips and more. All will take place through the smart phone overlaid with real time proximity, behavioral and actual time of day variables. This work is already under way. That's why every marketer needs a mobile marketing strategy. We cover this and many more marketing trends changing the marketing landscape in our XL Marketing Trends reports available free on our web site under Insights. Here a few good demonstrations of Augmented Reality - http://www.youtube.com/watch?v=LGwHQwgBzSI http://www.youtube.com/watch?v=HYznneCujjo Rodney Mason, CMO www.moosylvania.com www.twitter.com/rodmoose –FRISCO, TX

It's a bit harsh to use the words "lose their jobs" in a title, especially in this job market... however I do agree that understanding of technology is NOT good enough. A creative in the interactive or digital arena must be versed in not only the possibilities and the knowledge-base—but also the application of the old and newest technologies that will accelerate their creative ideas and designs! proving efficiencies for our agencies and our clients. A great way for this to happen is creative (design) and technology (development) integration, mixing of the right and left brain people—and a mixture of people who can do both very well will usually bridge the gap. (however hard to find) –New York, NY

To be a tech-savy creative doesn't mean you can code. It's knowing in which channels to play out the concept you've come up with. I've seen people throw around the term digital as it was one category (digital, outdoor, print e.g). Well it's not, it's thousands of channels that behave differently and that has possibilities to get a conversation going between the client and the customer. The media climate has never been this diverse as it is today. To meet the campaign goals and exceed the client's expectations you as an agency will need tech-savvy creatives that know the whole new landscape so your client can earn space out there with the right communication for their brand. David Prentell Strategic Creative Twitter: @prentell –Boston, MA

Anyone remember the movie, 'Revenge of the Nerds'? I think Mr. Buckley comes off as an insecure, left-brained, techie douche bag who probably spent a lot of time hanging by his underwear in a locker. Now, with new digital technology on his side, he can leverage his technical knowledge to help himself feel more important than he really is. I'm old enough to remember creative, yet highly technical tools made by companies like Letraset, Rapidograph, and X-Acto. These tools required talent and practice to master, which made people like me valuable. Hand-drawn illustration abilities were another differentiator. No one expected the tech people back then, like the press operators, to come into the studio and handle the pre-press layouts. There was a clear, and acceptable division between 'tech' and 'creative'. The nerds and the artsies knew their places, and visual communications were interesting, compelling, motivating, and memorable. I'm afraid that, by and large, creative skills are going to be lost to a future of technical mediocrity. I recently met with a design prospect and the very first question out of her mouth was, "Do you write tight, compliant PHP?" Huh? Call me a dinosaur, then. I'll be Artosaurus Rex. Chris DiAlfredi www.rubberbrandman.com –Chagrin Falls, OH

To...Fritz, above. Personally, yes, I've laid out print in Quark and now Indesign. But I've also created workable Flash banners, programmed basic HTML, and wireframmed iphone apps. You're very right that respect is due to the talented ones who do each amazingly well, while also thinking creatively. But, the way the business is going, all communications disciplines are falling back together and it will be a creative's job to be able to step back think through the multiple disciplines and channels and apply a big concept across the board. Whether that's through digital or PR or placement or 'baked in' to a product. While it's an impressive skill to be able to concept something AND be able to program it, it's not necessary or even always efficient. The same way that being able to concept and then also shoot a TV commercial on your own is impressive, but not always efficient. Technology is just as important to have a grasp of as it has always been. Even before the advent of digital. So what's new? –New York, NY

I think this blanket statement is totally off base. To say that "creative's that don't know about technology, will be out of a job soon.' Is equivalent to saying: "techies that don't know about creative will be out of a job soon." The key is to focus on their unique skills in a collaborative effort and combine them to achieve the goals of the client to achieve an innovative solution. We are talking about left and right brain function. I have seen some lame apps developed by techies that didn't have a clue with regard to the creative solution and creative's that don't know how to utilize technology to achieve the goals. I think this is a one sided perspective and a dangerous position to take for any ad agency. –Hutto, TX

Totally agree with the Unit9 comment with one caveat---it applies only if you plan on being a creative for the media of today and tomorrow. If you plan on spending your creative existence in print, outdoor, radio and TV--all of which will still be with us--you'll be fine, you'll be a commodity but you'll be a fine commodity. What I think "some" creatives are not getting is that creating for digital has less to do with "inkjet printers" and "film transfer" (which are basically output processes for messages) and more to do with the basics of interaction design, usability, industrial design in some cases and yes CODING. Now I'm not saying you need to know how to code to most finite of levels but appreciating what's going with media today and more importantly getting technical is important for two simple reasons, 1) respect and 2) creativity. 1. RESPECT I'm not sure if TimGeo and Linas have worked in digital-dominant creative environments but I can tell you the people you will be working with... "the new creatives" (the talented ones anyway) are young people with training in basic creative and design fundamentals and as they're born digital have an innate literacy in technology that I think even they take for granted. To earn and keep the respect of this new generation of creatives means SPEAKING THEIR LANGUAGE. I'm old enough to remember creative directors who didn't want to touch QuarkXPress they just worked on boards---which led to us listening to them but then smirking behind their backs and ultimately leaving to look for a place that could nurture our love of technology (which was then desktop publishing) and hopefully grow it---moral: don't be that type of CD. 2. CREATIVITY Thinking the value in digital/technology lies in it being an output medium (like film or printing) IMHO can professionally be a grave error. For one creating for digital means understanding IT IS AN INTERACTIVE MEDIUM---which means it's value extends far beyond mere message delivery, this is where many creatives (of a certain generation) get it wrong. Digital technology is (in part) about experience-making (and measuring), creating platforms for sharing & contribution and delivering quantifiable value. Not getting that means not being able to be truly creative in what you're making or can make for the space. It's akin to designing a visual and not knowing the extent of the color palette or fundamentals of the medium that you're working in. Guys as much as you might not like it and want to dismiss it, the world is/has changed, you can either immerse yourself in it and move beyond commodity status or it will simply pass you by as you comment on how irrelevant it is. Whew! Anyway my .02 - Fritz Fritz Desir Interaction Designer Blog: http://www.fritzism.com Twitter: @fritzism –BROOKLYN, NY

Creatives scratched pictures into rock faces, then paint came along, then print, then radio, then cinema and TV, etc.etc.then digital..... Creatives create, techies produce the mediums! Like I said earlier, do you want geeks building brands? It is very simple, geeks need good planners to help the creative. Linas Director snackelephant –London

Creatives who don't know anything about technology will indeed be out of jobs, right behind techies who believe all creative magic is contained in a black box. –St. Louis, MO

What a load of ... I bet some of the worlds best creatives know aspect ratios but wouldn't how on earth to calculate mathematically a tape to film transfer.Exactly what Tim Geo says! Sounds like Unit 9 needs some old timer ad people on board to do creative and leave the tech. stuff to the tech. inclined people. I certainly if thrown into client side of the communication world would not want some geek advising me on how to build brands, would you? Linas Director snackelephant linas@snackelephant.com –London

This is a wake-up call to all creatives in our industry. New apps and technologies for digital and social media are introduced almost daily - which means keeping up is an ongoing process. Creatives who make it a point to educate themselves can integrate these advances into innovative, effective campaigns for their clients. Those who don't will see their agencies rapidly lose ground, and themselves become less marketable. Technetium www.Technetium.com –Orlando, FL

It's a great sound bite, and true in a sense. 'Knowing about technology' should already be a given in the creative department. We know about prepress technology, we know about film technology, and we know about digital technology. But we don't necessarily need to know the specifics about how to calibrate inkjet nozzles, adjust a Panavision lens or code an interstitial in order to create and develop the work. We just need to know how the mediums behaves. We leave the fine technical aspects to the more talented experts so we can focus on the 100 other moving parts of the entire campaign. –New York, NY

Still absolutely in love with Foursquare and TripIt - incredible utilities that make life easier for anyone on the go. @rmoede –Falls Church, VA

There are many fantastic apps optimized for local use on the phone, like games which need fast twitch response. But for many things that run on the internet, the good old idea of a great browser may be the ultimate app. For blackberry, I recommend Opera Mini as a download. Much better than the RIM default browser, which is famously awful. Yet Opera is great for text and images, but can't handle any Flash or video, with few exceptions. For WinMobile or Nokia smartphones, Skyfire is the browser that lets you watch any video, and see any website exactly like on your desktop. And it's fast. Most pages load--even a heavy Flash page like Disney.com-- in seconds. All thanks to cloud computing which accelerates and renders any page. Try it at get.skyfire.com. –NEW YORK, NY

HIppopost - Convenient way to send personal mail and it's free! Who receives personal mail anymore? Make someone smile with this app. –Charlottesville, VA

Fuel Prices UK. (Available on iPhone, BlackBerry and Android.) Uses the GPS function of the phone to find your location and shows you on a map the 5 nearest, cheapest fuel stations to you. It then uses Google maps to direct you to the one you choose. Can help you save pounds each time you fill up your car - which can lead to hundreds of pounds over the course of the year. It sources the fuel price data from Catalist (which is part of Experian) so it guarantees accurate, up to date fuel price data. An app that can really save you money! (Currently only available in the UK.) –Bristol, NO

Hippopost is by far the most out of the box app out today. I thought I was the only one who knew about it but I can see the word is out.I am constantly travelling and nothing beats being able to send my family an instant postcard directly from my Hippopost ap on my Blackberry. My wife has the postcards littered all over the refridgerator and my kids love getting something in the mail... Best thing, is it's free... –Sacramento, CA

Somebody mentioned Hippopost already, I love this one too because it connects the digital world to the physical world. Take a digital pic with your mobile phone and immediately send it as a physical postcard. We're currently using it for Expedia b/c it's a natural fit for travel. –Toronto, ON

You should try Hippopost...Hippopost is a great media application that offers free picture postcard delivery for consumers, a multitude of longshelf life advertising impressions for merchants, and a strong business model for wireless carriers to drive data usage for their subscribers. It's a cool application that really builds consumer-to-consumer engagement. I use it all the time to share my pictures in a more memorable way than just sending them through email or posting them to Facebook. –Seattle, WA

A "wish I thought of it" application that I cannot live without, or get enough of – HippoPost The just: Send personalized photos w a message (postcard style) to friends and family where ever you are, the best part... umm it's FREE http://mobile.hippopost.com/ –Seattle, WA

I am also in love with Google Maps for Blackberry. My other fave of the moment is TwiXtreme (Twitter) for Blackberry. –Chicago, IL

Ever forgot to bring your business card to a meeting? You always have your face with you, so why not use that instead? mobiBIZ lets you use your own face as a business card. Check out mobiworld.me very cool app and usefull too. –columbus, OH

google maps –Buenos Aires

Amazon Remembers - Take a picture of a book and order it from Amazon. Brilliant. –NEW YORK, NY

My favorite is Google Maps for Blackberry. Can't live without it. –Flower Mound, TX

Favority consumer app: RedLaser for the iPhone. Scan a UPC code get product information and shop. –Bala Cynwyd, PA

I'm not a proponent of the current BCS system by any means. But after reading your article I decided to start following @InsidetheBCS on Twitter. They may have had a rough start out of the blocks but today it seems to be some genuine dialogue going on. It is much more civil than I expected and whoever is Twittering for the BCS is doing a good job by not being defensive. I think you've got to credit them for taking their lumps and participating in the conversation. It to early to say this was a fiasco or a win but if they continue to engage and grow their audience as they've done today I think they will be the better for it. One of their responses ... "@davidburn Didn't expect to be welcomed with open arms, but we felt it was important to join the conversation." http://www.fuelingnewbusiness.com –ALABASTER, AL

It's not the medium, it's the product. That is 100% spot on. For fun, take a look at the twitter search for @insidetheBCS: http://search.twitter.com/search?q=insidetheBCS Roll Tide. Rich Sullivan http://redsquareagency.com http://twitter.com/redsquareagency –Mobile, AL

great –stafford, TX

or here: http://en.vente-privee.com/vp4/Registration/Registration.aspx?GodfatherEmail=rarcega13%40hotmail.com –london, CX

Vente privee is a great website - I buy there lots of clothes and shoes ;). Feel free to use me rarcega13@hotmail.com if you need a referrer. –london, CX

But how does this work with the current advertisers? The A-B spot during the Superbowl is a perfect example. They presumably have an exclusive agreement to be the only beer sponsor during the actual game, but now Coors has circumvented that by getting prime ad space arguably more powerful than the traditional commercial spot since you are positive the viewers' eyes will be on the screen while they are time shifting. I'm a huge fan of this as a money maker and believe it should have happened years ago. It's only a matter of time before this ad space gets used on all DVRs. However, this will undoubtedly create some pricing and legal issues as advertisers have their real time commercial spots get diluted. –San Francisco, CA

During Sunday football viewing, my 16 yr old son and I try and hit pause (and then FF back to the live game) on every commercial break during games. But it's not because we hate advertising - in fact we consistently laugh at e*trade ads ("shankapottamus" and "broken wings" are our favorites). We love Mac v PC, and some others too. No, the ads that has caused this behavior are those inane Coors Light -faux interview ads. We have learned to hate them. They are amazingly unfunny, obnoxious, and clumsily edited. Given the incredible media spend and what I can only imagine is a mercurial price for being the "Official Beer of the NFL", I can't imagine how the Coors marketing execs. approve this awful creative theme, and these boorish commercial segments. Cmon guys, do better. –LA JOLLA, CA

What's missing in this article is the THIRD situation, which is neither live viewing nor delayed viewing (in the sense of later the same-day). The third option for football viewers is semi-live viewing, where on a dual-tuner DVR like my TiVo I can watch two football games and switch back and forth during breaks that are not synchronous. The game seems live, because I am no more than 10 or 15 minutes behind real time, and I enjoy my viewing immensely more without all those pesky (and wasted on me) commercials. Thankfully, my TiVo can pauses one game as it enters a timeout/break and then when I come back I can fast-forward to the next play. Both games live in a time buffer than eliminates not just commercials but play-reviews, stupid interviews, etc. It's a habit-forming tactic at my house, even during normal shows where we switch back and forth from live shows to archived shows from last night that we missed. Yes, it's only 20 to 50 percent of viewers in 2009, but all people will learn to do this over time, so I doubt ad-skipping will become less of a disaster for advertising and free over-the-air programming. If I was an ad-buyer, I'd put my client's money in sponsorships, ambush media like movie theaters and elevators, and out-of-home. –Charleston, SC

Innovation is always an interesting evolution. Our company impetus was from Radiology recording of studies onto CD. We took recording of baby ultrasound and added interactive content to be delivered to a mom with all she may need to know from conception through the first year. We are supported by contextual advertisers such a P&G and Sanofi Pasteur, and now we are bringing the ultrasound recording back to the content for moms to use. The project has come full cirlce as the greatest resource for new moms today, and yet we are considered a new idea with an evolution of ten years! Timothy Kelley CEO www.TheBabyCD.com www.GetMoms.com –BARRINGTON, IL

Agreed you need a Champion to put all the pieces into action. My partners and I have pioneered many new products and services over the last 30 years to solve inefficiencies but they really didn't get traction until we found a 'barn burner' application (i.e. a company in big trouble that caused them to try our 'crazy' idea) but it had to be championed by a senior executive in their company...not by a middle manager, by the way, who is usually too afraid of losing their job. Then, when our solution worked well, it became 'normal' and thus adopted by a wider audience. Our current panic-causing 'crazy'solution eventually to become 'normal' is outlined on my blog at http://thenowmall.blogspot.com Gail Nichols –MIAMI, FL

Good article, Phil! In addition identifying needs, at Catalyst Strategies we spend a lot of time mining the irritations and pain points with existing products and services, isolating the most compelling benefits, and then working with the core subset of beachhead consumers/customers for feedback and optimization. Exposing generic concepts to an overly broad spectrum of respondent usually results in killing the concept or diluting its most distinctive and compelling features. Obviously, the trick is to have the segmentation insights to help you identify that beachhead target. Michael Whitcomb Catalyst Strategies www.catalyststrategies.com –SAN FRANCISCO, CA

"pascal" , –New York, NY

awesome!!! –Richmond, VA

I feel that it may work. –West Orange, NJ

We don't currently put the word "traditional" in the description of our 4As advertising agency...........but this discussion prompts me to think that we should!! Reason: Perhaps someone would actually ask: What does the "traditional" descriptor mean? I don't believe that today's clients understand that ad agencies were once considered true marketing partners (a term that has since been beat to death and misused). Better agencies were involved in marketing strategy, new product development, market research, package design, media planning and buying, collateral material (yes....even that stuff), promotional programs, and , oh yes, advertising that worked. If "traditional" is about being generally observed, customary and long standing.........I think I like that label. Glen Peak, President , PeakBiety Branding + Advertising..Tampa, FL –TAMPA, FL

Thanks. I'm glad somebody likes my humor. –Delray Beach, FL

Greg: You made my day with the Breakfast Club reference. Awesome. –DANBURY, CT

This has been an ongoing conversation in my world for several years. How exactly do we position ourselves? Sure we engage in advertising, marketing, strategy, branding, web development, social media, interactive and so on, but coming to terms with our identity has been a long debate. I've come up with a two-pronged approach. If I'm asked what I do I always answer Advertising & Marketing. To me it's become the simplest answer. Let face it, the industry is constantly evolving and with evolution comes new challenges, technology and buzzwords. When speaking with most small companies, words like analytical marketing, integrated marketing and integrated communication are lost. If I happen to be speaking with someone more knowledgeable about marketing, I will delve into specific capabilities for our clients. If you happen to remember the end of the movie "The Breakfast Club", the group of students were required to write a letter of why the were in detention on a Saturday. The letter ended with the following: "You see us as you want to see us: in the simplest terms and the most convenient definitions. But what we found out is that each one of us is, a brain, an athlete, a princess, a basket case and a criminal. Does that answer your question? Sincerely yours, The Breakfast Club." So see us as what you want to see us...but in the simplest terms...we are an "Advertising Agency". Greg Yevich Creative Solved web: CreativeSolved.com blog: CerebralThinking.com twitter.com/gregyevich –Delray Beach, FL

You are a marketing firm. –PLAYA DEL REY, CA

Darryl, Ever hear the really old story about the striking blonde in the tight red dress asking the ogling man "are my seams straight?" Maybe it's a bit of an analogy leap, but clients aren't too concerned about what you call yourself. What they DO care about are the services your firm offers, and what you can do for them. I tend to like Marketing Firm since that expression gives you a great starting point. It's encompassing, it relates to many of their job titles, and it's simple. If you're engaged in pro-active outreach business development, it rolls off the tongue easily as you introduce yourself. Category title does count when you place yourself in the on-line "find me" systems. Give clients the choice of ad agency, integrated firm, pr, digital, interactive, etc., and they do get confused. Our solution is to accept that and then be certain WE run their search multiple times for each appropriate category, regardless of what they selected at the onset. Chuck Meyst AgencyFinder.com –GLEN ALLEN, VA

Darryl, I like where you're going. When I first started PJA Advertising, I refused to use the word advertising as part of our identity because I wanted to be much more to our clients. In fact when I used to introduce the agency in new business meetings, I would often say, "no one here ever worked at an advertising agency before" and the audience would start applauding. The problem I discovered was that I had a category problem. I had to spend a lot of time defining what we were, if we weren't an ad agency. After looking at all the options, I threw our fate in with the advertising industry. It opened a lot doors and got us in a lot of pitches. Once we were inside, we could start showing people how we were different. Phil Johnson, www.agencypja.com http://twitter.com/philjohnson –CAMBRIDGE, MA

I agree. With the exception of large companies that are looking for the most prestigious agency in a specific category, in most occasions we, clients, need an agency that can do a lot of different things. It's ok if you call it "digital" but when push comes to shove, a lot of us will expect the agencies to do much more than "digital" work. Daniel Faintuch www.amarketersview.com –Cleveland, OH

Thank you!!! I believe our future lies in our past as Paul as pointed out. We should be about meeting the needs of our clients, like we used to do. I think that is why Crispin and agencies like it have realized so much success - they meet their clients' needs regardless of the medium used. Imagine that. I'm not totally in love with the Crispin model but it does seem to work better than the drawing lines between what we will and will not do for our clients. –Grand Prairie, TX

I suspect you are an advertising agency in the broadest sense of the word. Onec upon a time, before holding companies and bean-counters all agencies were integrated. They did whatever their clients needed or wanted - traditional advertising, direct, promotion, packaging, whatever. The term "integrated" wasn't used. We serviced our clients and figured out how to make money, even if we farmed work out. Sounds like that is what you do. Bravo. Paul S. Gumbinner, President, The Gumbinner Company, www.gumbinnercompany.com –New York, NY

I like to think of a website like a powerhouse second location, with all the hard work and effort required. To this day, I am still shocked by the lack of interest many have towards the web. To many retailers either don't care or simply think of their online presence as if it's a glorified yellow pages ad. nuts. –ALPHARETTA, GA

Tali ! –Makati City

No company, particularly in the media industry can escape the need to make cuts. Good on Tim for being the first in line to personally make a sacrifice. It's rare to see that from CEO's in the corporate world. –NEW YORK, NY

"And it [AT&T] shows a little humor..." very little. –New York, NY

"Secondly, has anyone forgotten that Verizon is the evil phone company.. remember where they tied the old copper wires and pulled?" You're kidding, right? Do your homework buddy. Verizon Wireless is NOT the same company as Verizon. The LandLine carrier is a publicly traded company, the wireless side is not. –Pittsburgh, PA

AT&T Strikes Back? There's no comparison between AT&T's ad and Verizon's ads. It's like an amateur fighter trying to hold his own in the ring against a professional. More at http://www.domusinc.com/blog/?p=149 Marc http://www.domusinc.com –Philadelphia, PA

First.. the ATT network still serves 75% + of the population with coverage in the urban areas.. Verizon's network covers rural areas, but what's the actual increase in population served. Secondly, has anyone forgotten that Verizon is the evil phone company.. remember where they tied the old copper wires and pulled? Lastly.. I don't know about you, but my iPhone may as well be surgically implanted for as much as I use it.. and happily... maybe there's an app for that, too. –Portsmouth, RI

Both ATT and VZW "get it"... C'mon folks...Recall the Coke vs Pepsi ads? The BK vs Mac ads? What do they achieve?? You know the answer: They elevate the entire market... This kind of messaging ("You must pick a side, but you need to be in the game in order to play") only serves to create added awareness, interest and purchase intent for the category, which serves everyone. In the absence of a pitched battle (network vs the "cool phone") you are left with both ATT and VZW hawking phones, or worse yet, pricing deals. This battle is being played out in media, in social networks and in the retail stores. I love it. This is advertising at it's most effective...when it becomes paramount for the consumer to "get in the game". It'll all be over in about 45 days. But both sides will sell a lot more phones and write a lot more contracts because of this. And, for what it's worth: I'm an iPhone guy who dropped Sprint (after 12 years) to "get in the game". The BIG losers: T-Mobile, Sprint, and the other bit players. –Minneapolis, MN

Clever, perhaps, but what do they do once the exclusive on iPhone goes away? Hard to believe that AT&T still doesn't seem to have a strategy beyond the iPhone. The first point is weak compared to the Verizon claim -- I mean, what good is the fastest network if it has so little nationwide coverage -- as Verizon so effectively claims? The other points, are due solely to the iPhone. So, AT&T, we've known for a long time that you need a follow-up to the exclusivity of iPhone. How will you retain iPhone customers once they can leave for other providers? How will you acquire new customers? What's your plan? This spot gives no indication of a strategy beyond the iPhone. –CROSS RIVER, NY

Aw, weak. No embedded images, Adage? Really? –Oxnard, CA

Here's the real reason anyone would ever choose AT&T over Verizon: [IMG]http://i44.photobucket.com/albums/f44/Detayl/ATT-Ad-Crop.jpg[/IMG] –Oxnard, CA

James - You're right on the money - your with AT&T because of the phone. I heard someone say the other day that Verizon doesn't get it - they do but there are also plenty of people out there (myself included) who will change providers because the coverage sucks. When V does get the iPhone - you heard it here first, the commercials will be all about - "get the best of both worlds". The largest network, the best phone blah blah. Till then get over it AT&T - or fix your coverage. –Farmington, MN

I really like the spot - the use of humor really helps make it more human and less "technical". I'm an iPhone user (switched from Verizon to get the first iPhone) and I have to admit the only frustration I have is with the AT&T network. But the iPhone is just too good for me to leave it. For me there is nothing Verizon can say to get me to switch...until they offer the iPhone. Now when that day arrives it will be very interesting to watch how they marketing to consumers. –Seattle, W

I wonder what the strategy is, given the scale of both organizations, and Verizon's quick adoption of Social. Very interesting to see how this one plays itself out. I also wonder how the people would vote, if given the chance - I bet if I go to any Social network, this is being talked about now. Dean Holmes Chief Social Officer http://deanholmes.me –Fincastle, VA

What the VZW ads have done masterfully is spur discussion on the web from irate AT&T customers about their lacking 3G network, especially iPhone users. This is yet another example of an inadequate product not being able to be saved by PR and Advertising. VZW found the hole and are attacking, the only thing AT&T can really do to stop it at this point (short of bribing federal judges) is to fix their product. My guess is that the team that came up with this campaign for VZW were iPhone users in a major metro area. The experience lets the ads more or less write themselves. –Seattle, WA

After posting the above comment, I wrote a blog entry expanding on this situation and its possible implications for iPhone. You're invited to weigh in with your thoughts: http://bit.ly/1RW6Qk Technetium www.Technetium.com –Orlando, FL

Who ever would have guessed that the iPhone killer would be AT&T itself? –Orlando, FL

AT&T were clear that their iPhone play was a huge gambit, from day one. Its something like Japan's situation in early 1941, where they talked tough and made big plans, but had severely limited resources. Thus, they had a very short time to accomplish a great deal - catch or pass VZW in market share, boost per-user revenues, improve corp. image. You have to wonder if things have gone to plan. Conquest of VZW customers seems to have tapered off or, perhaps, ended. Profits have been elusive, given the extreme subsidies paid to Apple. (Analysts suggest AT&T breaks even only in month 17 of a typical 24-month contract.) As to their corp. image, iPhone-related complaints far outweigh any PR benefits. Meanwhile, beyond iPhone, AT&T have seen no great success with the rest of their line-up. This, while overall cell phone sales are dropping by the month and the smart phone segment is enjoying a rapid rise. Worse, the only bright spot in smart phones - Google's Android platform - is now a significant part of every US carrier's current line-up, _except_ for AT&T. Ouch. Were I running AT&T, I'd be asking myself, 'Can we afford to let iPhone slip away?' To which, I would suggest, the answer is no. Speaking of iPhone, could a change in US carriers hurt Apple, too? Will their next partner cough up the same subsidies? That huge ROI is important, subsidizing future iPhone R&D. Its more important, still, if - as some suggest - iPhone's rapid growth is about to end. That's no joke, given the disappointing first week sales in China. Add the technical issues involved in building a Verizon iPhone and...well, you get the idea. I think we'll see a new deal announced for Apple & AT&T. Tho likely less generous to the phone maker, per-unit, keeping costs low means more profitability, overall. And AT&T gets more time to keep users, by fixing their 3G network. –Dubai

You're witnessing a train wreck if AT&T continues to pay Apple for exclusivity of the iPhone, as AT&T and Apple will both lose out, here's why; Android will soon become the predominant and preferred smart phone. It delivers at least as good on experience as the iPhone, and will be substantially better on price and distribution vs. the iPhone. AT&T's cost of goods will be substantially more than their competitors, as the Android platform is made by multiple manufacturers making it more price competitive. Android also now dominates distribution to consumers as it is available at the #1 carrier, Verizon and all other major US carriers with the exception of #2, AT&T. Apple is going to lose significant share if for no other reason it is trumped from a distribution stand point being available exclusively with AT&T. AT&T will lose out on a smart phone handset cost basis. AT&T does have an Android deal in the works with Dell computer. But Dell has never manufactured a phone before. It will take time to work out the intricacies, and initial reviews of prototypes are claiming it to be an inferior product. It's actually in Verizon's best interest to leave things as they are at this point and not go after the iPhone. Doing so, boxes AT&T into a situation where they will have a more expensive cost of doing business. AT&T could prevail if it brings on multiple Android products from reputable players and maintains its exclusivity with Apple. But it's safe to assume that move would push Apple to break free from exclusivity. As for marketers in general, smart phones will outnumber computers in the US in a few short months. Few if any marketers have a mobile marketing strategy right now. Those that do will secure a significant competitive advantage. Rodney Mason, CMO www.moosylvania.com www.twitter.com/rodmoose –FRISCO, TX