This week some required reading for the team at FreshNetworks has been this set of slides from John V Willshire at PHD Media , that he presented at the APA’s ‘Future of Advertising in One Afternoon’ conference. This is a great set of slides that look at how the changes in the media landscape are changing the role of advertising and creativity. And how the advertising industry should make the most of this opportunity. The presentation paints a clear picture showing how things have changed and what this means.

Last year we highlighted a great presentation from Paul Isakson on the future of marketing and advertising , where his argument was that advertising was dead and the future was marketing. This week, Isakson updated this presentation and theory for 2009, with an equally good presentation on what’s next in marketing and advertising. In this he looks at the constantly Image by jurvetson via Flickr His basic thesis is that things no longer work like they used to and that marketing and advertising still needs to change to deal with this.

I’m not taking the piss when I say that it’s gathered a posse of mainly advertising folk - strategic planners and digital creative brains - in one place. But it’s generated a fascinating open conversation about a big problem: what do advertising agencies need to do about digital, or interactive, or whatever it’s called? We’ve been creating web applications for almost a decade and This post has been brewing inside of me for some time. It’s has finally been burped-up precipitated by Ben Malbon’s provocative post at BBH Labs (yes, we are

His summation is: There's a polarizing effect in the digital media and marketing sectors: firms with good business models, strong products and great people are weathering the storm, but those without are seeing sustained revenue falls as customers shift.Recession is accelerating structural change, forcing brands to find new ways to connect with customers and improve their supply chains and value chains. This is across retail, media and marketing services and is unlocking new disruptive business models. Many thanks to Danny Meadows-Klue at Digital Stategy Consulting for his regular news round-up, which I've selected from here.

We’ve just published our latest white paper, Interaction in Advertising , which is summarised below. The paper examines how advertising is evolving from a one-way communicative process (the advertiser telling the consumer what they should be thinking), to a more collaborative, engaging format where brand and consumer communicate with an open dialogue. The paper discusses examples of campaigns that are putting interaction in advertising into practice and highlights Included in the paper: From ‘interactive’ to ‘interaction’ Brands are switching from paid display advertising to promoting themselves through branded online communities, virtual worlds/games and social media.

Toyota have chosen 5 or 6 agencies and have asked them to spend $15,000 each on a “social media marketing campaign”. And while traditional media pitches means war to get content into banner ads, on TV and radio, when it comes to using the same tactics in online communities, there’s damage done.  If you want a different kind of engagement than social media stunts, please retweet or comment or link or something? Think “stunt” and you have a better idea of what they are talking about.. What happened to engagement, respect, conversation, collaboration,

Another week, another blog post on the subject of “why creative advertising folk need to embrace ‘technologists and their geeky ways’” once again ignites vigorous debate. The citizens of Twitter seem to react with a combination of self-loathing and schadenfreudian glee to the disruption that social technologies are wreaking on advertising. Of course, how advertising The post in question is by Joe Mele, VP Client Partner at Razorfish , and received a great many comments and a huge number of re-tweets of the @BBHLabs ‘ tweet that contained a link to it. It’s

Not surprising - it goes a long way to protect the company from fallout if/when staff do ignore the social media guidelines in place.  Media companies: For Journalists entering into public debate  [link] Intel Social Media Guidelines  [link] Managing staff who participate in social networks. This list also includes policies called; Staff blogging policies, enterprise social network guidelines, Employee Blogging Policies, Staff engagement in online communities, and so on.

have a client who once said to me: “We want to use social media to attract more complaints” . This may seem an odd thing to say, all to often attracting complaints is a reason people cite for being anxious about using social media . People use social media for lots of things, but they often use it to express their opinion about a brand or organisation, to tell you where things are good and to tell you where things are bad. Image by ajburgess via Flickr I

With the publication this month of the Internet Advertising Bureau’s ‘ Social Media Ad Metrics Definitions’ , it seemed a good moment for me to write about the thorny subject, and have a look at some of the controversy around the measurement of ROI in social media. The ROI within social media has long been a bone of contention, and seems likely to become ever more so, with the equally lightning spread of both social media use and savage budget cuts. I’ll ll return to the IAB’s publication later, but in the meantime, let’s take a look at the background into which it