test post to rickwilliams.wordpress.com
These are the 5 guiding principles I believe need to be implemented by companies moving into digital:
Each piece of work should strive to touch each of these 5 principles.
AgencySpy reports AKQA is 48th most innovative company globally, with Google in pole position followed by Apple.
From the website:
Most interactive-ad shops master either the creative or the technical; AKQA is expert at both. Whether building a Pixar-quality interactive online universe for Coke’s breathtaking “Happiness Factory” campaign (below), or masterminding a multimedia “alternate reality game” for Microsoft’s Halo 3, the digital powerhouse doesn’t just dream up mind-bending ideas, it actually writes the code that brings them to life. Which is why, after five consecutive years of profitability, AKQA is one of the most dangerous global forces in the ad industry. While ad holding companies and tech firms spent billions in 2007 to snap up digital shops, AKQA fended them off, opting instead for a $250 million investment from private-equity firm General Atlantic. In the meantime, the 700-person agency boosted revenues 39% to $100 million and added new clients such as Unilever, DoubleClick, and Cadbury Schweppes — on top of existing accounts with Nike and McDonald’s.
More about AKQA can be found here.
As we take on more and more information at the same time – watching TV whilst writing an email for example, our attention – or lack of – is becoming more important.
Particls is a new desktop ticker which displays headlines and snapshots of all the RSS feeds you subscribe to. I just started using it at the beginning of last week and it’s brilliant, so I subscribed to their blog…
Here’s a post from their blog on Continuous Partial Attention:
Stowe has recently written about his ideas of ‘Flow’ and Continuous Partial Attention (CPA).
His premise is that we are not necessarily information saturated – that our brains are evolving to a point where we can let the information flow over us and stay continuously partially attentive to many things at the same time. He claims that this is a perfectly natural change in our concentration and mental abilities.
He writes about Linda Stone – an expert in CPA.
“Linda and many others will tell us it will rot our teeth, disrupt family life, and lead to hair on our palms. I for one am not eager to turn off my devices and pay all my attention to one thing at a time, one moment at a time. There are too many targets on the horizon, too many members of the tribe, and too many jaguars lurking in the shadows for that. In my tribe, we don’t do things that way.”
I’m young – my brain can handle it for now – so I agree with Stowe (to a point). Information (particularly news) should flow – not pool. An information flow (river of news, news ticker, popup alerts) is typically more effective than reading news in a folder/item email style metaphor.
An Attention Profiling markup language has been created APML similar in principle to OPML which is used to list all the RSS feeds I subscribe to.
Rory Sutherland, Ogilvy Creative Director, has written an article on Brand Republic’s website about Facebook and brands.
Rory describes Facebook’s newsfeed and status Twitter-like functionality as ‘semi-addressable’, where ‘the message is not addressed to specifically named individuals.’
I prefer to describe this form of communication as Ambient Intimacy, as coined by Leisa Reichelt on her blog back in March.
In and of itself, a single Twitter feed is meaningless and mundane, but as a continuous ambient trickle of statements about a person’s daily life it can be initimate, personal and insightful. It’s one of the main reasons everyone had such an affinity to Princess Diana. So many column inches were filled with her daily life that we all felt we knew her and had an affinity towards her despite never having physically met her.
This level of communication will become very important, but only as part of a larger set of social communication tools. Were you to have an important sporting event such as a tennis Grand Slam, and have a selection of athletes taking part in the event utilizing Ambient Intimacy in the run up to it, you’d get a very personal view of those people’s fears and hopes which would generate interest into the lead up to that bigger event and an affinity with those athletes.