Category Archives: pernille fruensgaard

Is digital a chapter in the book on communication or a layer on all the exiting pages?

On Wednesday I had my first visit ever at a publisher. I was excited and thrilled, but also a little overwhelmed by the great trust laid on my shoulders by my old thesis supervisor who kindly asked my to join in on the next edition of his legendary book “Tilrettelæggelse af information: Kommunikations- og kampagneplanlægning”. Even though the last book was published in 2006, the evolution in the field and especially on the digital front makes even yesterday feel old. So we have been talking for a while about re-writing it with a more digital perspective, and with a more cross-media campaign overall view.

This  lead to this meeting Wednesday and it looks like we are starting up with the project right now. But our first big issue will be handling how to integrate the whole digital perspective on a book which doesn’t really discuss media, but more ground theory on how to plan.  Where does digital fit in here?  If it is awarded a chapter it will look like an area isolated from the overall strategy, which is the main attitude I try to fight everyday working with strategy and comms planning. But if we don’t address the digital issue of planning directly, will the readers be able to understand how the theory applies to digital?

This really is a hard question and we been back and forth a couple of times, but I think the solution will be to address digital as just another channel, and use cases and exercises to highlight how the discussions and theories can be used just as well on digital media. This is the solution. I’m happy about it. But means I have to write up a whole lot of digital cases during the weekends to come.

 

 

An evening on social media

I had the pleasure speaking at a seminar yesterday arranged by Jørn Moesgaard and just want to thank all people there for a nice and interesting afternoon. Preben Mejer made a fashination presentation on Innovation Labs thought of the future..  Eventhough it was hard to see the audience in the very bright spotlight, I got some nice interesting comments afterwards and it seems that this subject is on all marketers mind these days.

We started talking about this at our zoomsession at Aegis in february, and from this we wrote a little summary. So I put it here for download if anybody is interested.

zoom-session-executive-summary-pdf.pdf 

Time….

This website is a great example for how companies has to be consious about respcting peoples time spend on their communication. I love the idea about giving the possibility on how long time you’ll choose to “give” the company and the idea of seeing advertising as time-bandit, which is a good point here.

I just need to say that I’m properbly a little bit coloured due to my cooperative (isobar and carat is joined in the aegis network) with isobar, but anyway – I like it a lot.

Watch it here  or here http://www.isobar.net

Give them a bit of your precious time 🙂

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Time Bandits – Nokia

All that talk about engage the consumers – Nokia did it very explicitely. And who said traditional advertising is dead? If we start to reinvent the notion on CPM and reach and start interacting with the consumers, traditional ads – used untraditionally – can be very usefull.

Linked from Wired and Darias blog.

All that love and care in London

Last week I went to London with some of my Carat collegueas visiting the Micosoft Advertising center with a new long name which I have a hard time remembering (hope the ad agency developing the naming of the Microsoft ad unit will suffer a long time with writer’s cramp after putting four long words together in a name)

But walking the street (and shops) of London I remarked a nice feel of love. There was (red) campaigns everywhere, t-shirt print has changed from “This is made by beer” to “save the whales”, Marks & Spencers new program was fantastic and I felt a lot of joy seeing how well a lot of good causes was integrated in the marketing mix.

Mostly I adored M&S perfectly integrated 4 step solution. First of all I’m allways thrilled to see all the nice and fresh grossaries in there (which is 500 % more delicious than in the best supermarket in Denmark) and then I my mood of joy I saw all these little hints, with a combination of things good for me and things good for everything around me (the climate and so..). I loved it – M&S – PLEASE come to Denmark – we need you!

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Simultanious viewing?

Spending some time exploring all the new emerging technologies challenging the traditional TVviewing and bringing the TV experience online, combining the best of both worlds, I am a bit confused about the lack of keeping the feeling of flow TV. Watching Youtube, dailymotion, currentTV, Jalipo and Joost I miss something. Even though it seems as there are a tendency towards on-demand viewing I see plenty of possibilities of keeping the aspect of flow and live at the same time as the possibilities of control. Especially at Joost where they very nicely have combined chat functions and viewing it doesn’t make sense that there aren’t a flow to gather around with? Have I missed something. It would be obvious to be able to invite somebody to view content simultaniously as re-creating the feeling of shared viewing across space and context. But can’t find out if I’m just a newbie in Joost or if online TV just is killing flow TV.

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Jalipo beta

We often discuss if the future media user is willing to pay for high quality on-demand content. The creators of Jalipo must think so, and after a while browsing the (still limited) content and interface I think I’ll agree for now. If the pricing is right – as it seems here – and the interface is easy to access, have a smooth feel and appeal I think it will be able to attract customers. Can’t find much content there yet, but it works and if they manage to broaden the catalogue I’ll definitely be back…

The thing I admire most and which seems most innovative is the idea of paying per minute which leaves the opportunity to quit something I really don’t wanna see anyway..

Watch here….

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