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June 26 2013

23:13

Razorfish CEO on What’s Next in Branded Content and Storytelling

CANNES – Marketers should be on the lookout for new ways to blend storytelling into branded content, says Bob Lord, Global CEO of Razorfish in an interview with Beet.TV. As an example, he points to a recent effort by Razorfish client Citibank in which the marketer helped to curate the AOL Business channel.
“We bought part of the business channel for Citibank…and that brings us to a different level,” Lord explains in this video interview. “We bought the content ahead of time so we can help shape the content and help Citibank live up to its brand promise.”
To develop successful campaigns today, marketers need to consider media, technology and creativity simultaneously. That’s the premise of his recent book, Converge. “You have to think about these areas concurrently,” he says.
In addition, mediums like video are likely to include more interactivity and two-way communication going forward, he says. ”Video is one of the most effective mediums to engage with your audience and get feedback on your brand.”

May 09 2013

16:56

Razorfish’s Lord: Consumer-TV Interaction on the Rise

The growth of consumer-TV program interaction via platforms like Twitter reenforces consumers’ demand for “two-way communication,” and advertisers are finally starting to embrace it, says Bob Lord, global CEO of Razorfish, a digital marketing industry.

Content and technology are coming together at the 2013 NewFronts in interesting ways, says Lord.

“You’re starting to see a lot of user-generated content come into play and a lot of programs that not only have you watching a program and content and consuming it but actually interacting with it,” he says.

Lord’s new book Converge, co-authored with Razorfish CTO Ray Velez, was released last month. Read the Financial Times review here.

 

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