Working on integrated content marketing strategy is a lot like building cruise missiles. It’s creative, of course, rather than destructive. Instead of trying to inject a hundred kilos of high explosive into a bunker protected by ferroconcrete, we’re in the business of propagating ideas into minds guarded by cynicism and limited attention. But aside from […]
Read more "Digital communications and smart munitions"You’ve probably never heard of the company I work for. But our product is all around you. In fact, it’s inside you. We make ideas, and we put them in people’s heads. Essentially, we create fame. What does that even mean? A company whose business is to create fame? Communications companies like the one I work […]
Read more "We create fame. We spread ideas. (Want to join us?)"“Where do you get your ideas from?” is a question I’ve been hearing a lot recently. That’s mostly with regard to 30 Second Sci Fi, a project of mine where I’m writing one short sci fi story every day. I’ve been writing for eight months now, so we’re 2/3 of the way done. Only another […]
Read more "Where the stories come from"Many people in PR, advertising and communications put great pride in storytelling. Are they missing something? Storytelling is a powerful tool. But storytelling is just one way of sharing understanding and spreading ideas. Like any tool, it has strengths but also limitations. There’s another way: interactive experiences like apps, visualizations and games can also be […]
Read more "Better than storytelling: Four reasons interactivity is the future of PR"On the morning of 14 November 2008, a 15 year-old boy was rushed to hospital in Laholm, Sweden. He was suffering from an apparent epileptic fit, brought on by exhaustion and dehydration. Investigating doctors discovered that the cause of his illness was self-inflicted. The boy had been playing Wrath of the Lich King, an expansion of […]
Read more "The Three Fundamentals of Powerful Interactive Communications"This interactive model of our solar system perfectly and simply demonstrates the power of interactivity as a form of communication. Interactivity is a powerful way to transmit understanding. By getting people to do something, rather than just watch or read something, you can get them to understand things they never would have otherwise. If the moon were […]
Read more "If the moon were only one pixel: the power of interactivity"Sponsored content. Native advertising. Whatever you want to call it, if you do it right, it’s good for the public, good for publishers, and good for brands. Why are people so nervous about it? This is the text, more or less, of a talk I gave at the Digital Media Europe 2014 conference in London this afternoon. […]
Read more "#DME14: How to stop worrying and love sponsored content"