There’s a great post on Tubefilter today about the release of “The Digital Social Contract.” They truly get what we were trying to do with the book, a part of Ogilvy’s series called The Red Papers. Over the past couple years, we’ve shared dozens of documents that analyze the growth of the online video industry and advise marketers about the best practices they can employ to take advantage of said
Today marks the release of “The Digital Social Contract,” a look at advertising in the world of online video stars and their hyper-engaged audiences. I am proud to have co-authored this book – the ninth installment of Ogilvy & Mather’s Red Papers series – with Jeremy Katz, Alta Sparling and Bing Chen (along with insights from top creators including Blogilates, DeStorm Power, Pentatonix, The Young Turks’ Cenk Uygur, and Michelle
I had the pleasure of moderating the Advertising Week session “The Role of Brands in the Creator Revolution” last week. Panelists Cenk Uygur (The Young Turks), Maureen Ahmad (Lenovo), Seth Rogin (Mashable) and Sam Rogoway (Victorious) shared lively conversation about the rise of the online content star and what opportunities the new landscape offers for brands. Revolution often results in democracy. The inverse can also be true, especially in media.
What do YouTube creators have to do with customer engagement? That’s a topic I explore in “The Creator Revolution and the Age of Attention,” my latest contribution to the OgilvyOne’s Sell or Else. Read more on Sell or Else.
I will admit that I have been a fan of Boeing’s PR since hearing the company’s then Comms/Social director Todd Blecher speak at an industry event several years ago. Boeing was an early adopter of brand journalism and a believer in the use of digital platforms for doing more than blasting bland inward-facing content at whomever might be passing by their digital doorstep. Thus, I was not surprised to see Boeing