IdeaForum

Totul despre Ed Cotton

Ed Cotton raspunde la cateva intrebari despre ce il intereseaza intr-un interviu complex acordat lui Todd Andrlik aici (multumiri lui Todd pentru permisiunea de a publica contentul lui)

Cateva dintre cele mai interesante raspunsuri mai jos:

“ What blog post do you most regret publishing and why?
“One year On, Where’s Red At?”
It caused some people to get confrontational with RED, which was sort of unfair because basically it’s a good idea.

What two blogs do you read most often?
PSFK
Kottke

What two podcasts do you listen to most often?
Business Week cover stories
BBC From Our Own Correspondent

How many hours a week do you spend blogging?
About 10.

What non-blog websites and publications do you read?
Wired, Fast Company, Ad Age, Adweek, Forbes, Fortune

As director of strategy, are you witnessing any evolution of strategy or tactics? Are BSSP clients moving away from traditional advertising and spending more online? Are BSSP clients exploring more non-traditional channels? Like what?
We take a broad view of strategy. Our strategy department contains a mix of talented individuals who bring unique skills to the process; we have strategists who are responsible for developing and managing overall brand strategy, data analysts who look at the quantitative side of the world and sometimes support the strategists. We also have a head of cultural trends who helps inform the strategy team, the agency and our clients about leading edge cultural trends.

We believe strategy is about inspiring thinking and delivering accountability.

Clients are spending more online for a couple of reasons; we can drive results faster and with video and rich media now being more widely available, we can create compelling brand experiences without the media cost of television. Recently, we’ve worked with the likes of YouTube, but we are also encouraging traditional media to take more risks. One example was getting Rolling Stone to do a cover for the launch of the new MINI.”