Tablets, SmartPhones Advertising – Premium Advertising Platform

Jan 10

The Tablet is giving advertisers a premium mobile partner, with extensive reach to and interactivity with consumers. Plus, Tablets complement the TV platform and reach up into the TV platform and down into the Smartphone. Tablets are changing mobile advertising forever.

In prior generations, mobile advertising has been something less than booming industry. The mobile phone – because of size and network limitations – had hardly lived up to its promise. However, with the Tablet – SmartPhone explosion, the advertising and marketing industries now have a more than worthy partner in reaching and interacting with the consumer. The Tablet represents a premium relationship to the consumer that not only complements the TV platform, but likely represents a connective tissue that reaches up into the TV platform as well as down into the SmartPhone device. We are now entering an always-connected consumer commerce relationship.

Date: Thursday, January 06, 2011

Time: 12:00 PM1:00 PM

Session Type: Fee Required

Room Number: N261

Moderator(s): Josh Rose, EVP, Digital Creative Director, Deutsch Los Angeles


David Berkowitz, Senior Director of Emerging Media & Innovation, 360i
Cameron Friedlander, VP, Creative Technology, DesignKitchen
Shravan Goli, President,
Tim Hanlon, CEO/Managing Director, Velociter, Mediabrands
Yahav Isak, SVP of Operations, MRM Worldwide
Jay L. Sampson, VP of Emerging Media Sales-US, Microsoft Corporation


George Winslow from B&C Mobile wrote about the session: “Rising usage of mobile devices has not yet translated into big ad revenues”.  For full article visit

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APC NY – Advertising Production Club

Nov 21

Great panel including:

  • Nick Scotting, Director of Print Production (JWT)
  • Teresa Rad, Head of Art Production (TBWA\Chiat\Day)
  • Yahav Isak, SVP of Operations (MRM)
  • Dan Marselle, Chief of Operations, Havas Health (Euro)
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Speaking at Digital Hollywood, May 3-6, 2010

May 06

The Smartphone – Tablet Economy: Apps, Devices, Commerce, Video, Music & Consumer Obsession

Mobile communication and lifestyle and consumption has now entered a new and transformative stage. With the evolution and ubiquity of SmartPhones and the introduction of the iPad and other tablets, the landscape has forever changed. The technologies and devices of the past year has set a new threshold of design, elegance and features that all future mobile devices and generations of devices will be compared to. The communications platform of the future will no longer be acceptable to the consumer as anything less perfect. It must be a perfect lifestyle device, a phone, a texting and email machine with full information and entertainment accessibility.The coming generations of mobile devices have forever raised the bar for what all future mobile platforms must aspire to.
In this session, we will address the iPad-Tablet – Smartphone platform – the features, the network capabilities and consumer expectations.

Panel was moderated by Steve Bradbury, Vice President at GoTV Networks.
Other panelists:
– Cameron Friedlander, VP, Director of Creative technology, Designkitchen
– Matthew Fix, Principal, Vodafone Ventures
– Will Pinnell, Director of Mobile Strategy, Sabre Holdings
– Michael Rice, senior vice president, Director of Digital, McCann Erickson Los Angeles
– Michael Bramlage, Director of Product Management, Nokia

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5:21 Somewhere by JWT

Nov 21

We just sent two guys off on the job of a lifetime. For 73 days they’ll travel the world, take pictures with famous photographers, and hopefully… stay on brief.

521 Somewhere

So we came up with this idea: 5 continents, 2 dudes, 1 planet. Hence the name “1 somewhere.” And because we’re so clever, we thought, what if at 5:21 each day they took some pictures and posted them along with some words of wisdom? Then we thought: “dang – what if we posted back our 521 from somewhere?”
And suddenly, the “5:21 somewhere” blog was born.

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Advertising Breakthroughs at Digital Hollywood Panel

Oct 26

Joined a diverse panel at Digital Hollywood last week with real-world expertise on how to best harness innovation to drive the most value from advertising and video in this ever changing industry .

Wednesday, October 21, 9:00-10:15 AM
Track IV: The Advertising Platform, The DH Upfronts
Breakthroughs in Advertising, Technology and Content – Innovation in The Visual and Contextual Experience – Web, Video and Mobile

Michael Scherotter, Media Experience Evangelist, Media and Communications, Microsoft Corporation
Mark Pascarella, President & CEO, Gotuit Media Corp
Maurício Mota, Chief Storytelling Officer, Founding Alchemist, The Alchemists
Jay Seideman, Vice President, Vibrant Media
Bismarck Lepe, co-founder and the President of Product Strategy, Ooyala
Lauren Cole, President, Cole Media, Moderator

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2010 ANDY Awards Elect The Jury

Oct 07

Ty Montague and Michael Lebowitz talk about the idea behind crowdsourcing this year’s ANDY Awards jurors and the importance of composition diversity for the nominee selection.

2010 ANDY Awards.

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To Process or Not to Process

Sep 25

Process (Merriam-Webster Online Dictionary)
Function: transitive verb
To subject to a special process or treatment as in the course of manufacture: to subject to or handle through an established usually routine set of procedures <process insurance claims>

While the above definition is simple and logical for assembly lines with repetitive actions  with little to no deviation, it is not the case in the digital production world. Things get complicated when the end product is everchanging.

There are different ways to tackle this task of writing a digital process but first things first:
–       Your process will have to handle the culture as much as the work itself so make sure you understand the culture before starting
–       Process must be  an objective document and cover all key steps
–       Process is not your timeline
–       Process is not your project plan
–       Always use roles not names
–       Must identify key-holders and hold them accountable
–       If it takes you more than 20 minutes to explain your process… Start again and SIMPLIFY!

Before writing a “Digital Process” document, make sure to define the goal of the document and identify what group/work is going to be covered under this document. In order to do that, make sure not to dig too deep into the details but stay focused on the big picture. In my view, the main purpose of a process in the digital world is to create a list of all the key players necessary to execute the work, as well as all main juncture points where the work exchanges hands between players/departments.

It is very tempting to write a process for a project that will make the team’s life easier and explain in details every step of the project including milestones, timelines, documentations and the team’s member roles and responsibilities. The elaboration on such details can be the downfall of this document. Project Plan is NOT a Process and it’s virtually impossible to reuse it for the next project.

Here are a few steps that you might find helpful when writing your next digital process:
Step one
in writing a successful process is to identify the buckets of work (web sites, yearly system upgrade, software development, e-mail marketing, etc.). Each bucket should have its own tailored process.

Step two, identify your resources and their location (in house, freelancers, remote offices, etc.)

Step three, identify all necessary documentations, briefs, SOWs that are being produced during the lifecycle of the project.

Step four, trace the current flow of the work from sales to completion. At the end of this stage, you should be able to draw a flowchart that clearly shows how things are being done with specific tasks, timelines, departments and resources. Always understand how things are being done before suggesting a change.

Step five, create a list of all crucial steps that are necessary for the process (parallel paths, critical paths, etc.). Make sure all assets transitions and transactions between departments, offices, resources and the client are covered in your list.

Step six, exclude the details. There should not be any names attached, just roles. There should not be any timeline, they vary. There should not be any mentioning of a specific client/project, it should work across clients/projects.

Step seven, map it / flowchart it / illustrate it

Step eight, run “what if” scenarios as well as past projects through it. Make sure that it holds and all bases are covered.

Step nine, present the process to each department individually, and confirm that the process covers all of their steps and it’s clear where they are responsible and accountable. But more importantly, make sure they understand the purpose of the process.

Step ten, remember that this is a live document. The digital landscape changes on a daily basis and same goes to digital production. It will get harder and harder to deal with the latest technologies and produce best in class innovative work, when your process is relevant to the assembly line.

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Six Pixels of Separation by Mitch Joel

Sep 08

Yes, I’m totally biased since the author is my brother-in-law and he made a point to mention me

Six Pixels of Separation

and my family in his acknowledgments. Regardless, this book is a must!
If you are digital savvy or a novice to social media, this book is an excellent guide to our ever-changing environment. Through real business examples, Mitch illustrates the impact of social media on our lives and the way we do business. The most impressive part of this book (for me) is that Mitch actually practices his own pitch.
Favorite line: “Digital marketing is NOT a one night stand”

Find more (objective) reviews:

In Six Pixels of Separation, Mitch Joel unravels the fascinating world of new media, with a brand new perspective. Entrepreneurs are leveraging the digital channels to get their voice “out there”, connecting to similar others, becoming better community citizens and, ultimately, making more money and rocketing their personal and business lives into the stratosphere. Personal Brands are becoming bigger than corporate brands – understanding the “how” and “why” will change the way you think about business, management and marketing moving forward.

Six Pixels of Separation is the first book of its kind to unify the concepts of Personal Branding, Digital Marketing and Entrepreneurship in a clear, fun and provocative manner. It offers a complete set of tools, tactics and insights to empower Entrepreneurs and Individuals to have a global audience and consumer base with a few clicks of the mouse, almost all of them free.

Six Pixels of Separation is not just a book about how this shift happened. It’s a book about what you can to do to make it work for you, from listening to and monitoring what people are saying about you, to adding your voice and even creating your own new media channels.

With New Media, there are no degrees… only Six Pixels of Separation.

While I’m totally bias since the author is my brother in law and he made a point to mention me and my family in his acknowledgment

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Aug 11


Stride launched a new promotion Save the Arcade to help keep one of four arcades open during these hard economic times. The four arcades are:  Arcade UFO in Austin, Texas, Game Galaxy in Nashville, Tennessee, Starbase Arcade in San Rafael, CA, and  StarWorlds Arcade.

Stride ask the players to play a simple shoot-em-up (developed by JWT) and donate their points to one of the participating arcades. The arcade with the most points by October 6, will receive $25,000.

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When Forever Began

Jun 26

We created an interactive piece of work that expressed that Love, like Diamonds, is Forever.

When Forever Began

When Forever Began

A four foot high, mistletoe wreath fashioned in the shape of the Diamond logo was hung in Madison Square Park where couples could come and kiss under it. The kisses were digitally recorded by 60 cameras circling the mistletoe and uploaded to the When Forever Began website. English to Pashto The kissers could then visit the website and share their Unbreakable Kiss with their friends and family through an e-card or download the video to post to their Facebook profile.

JWT won Gold at the One show Interactive for Integrated campaign ( As well as 2 Bronze Cyber Lion at Cannes (

– Case Study
– Work

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