The Urge to Converge
Why all the brains and X-rays in this month’s issue? Try thinking hard about convergence for three weeks straight, and your head might need to be examined, too. It’s mind-boggling, this convergence on the brain. What is convergence? What does it mean? For one thing, it ain’t what it used to be—a promised synthesis of television and the Internet, a tidy integration of traditional media and the web that would deliver interactivity to the consumer and laser-like targeting to marketers. That was the hype. Instead, we got divergence: multiplicity, disorientation, dizziness, or maybe just pressure behind the eyes. Starting to get the pictures?
Maybe the brain is the right symbol for the subject, after all—the ultimate point of convergence for all senses and stimuli. Thus, the thinking behind our choice of dueling cover models, Mr. Tingly and Bob (email us if you have trouble identifying which is which). In attempting to explode the term convergence—or at least redefine it—we also needed to focus on what the latest technological developments actually mean for media buyers and planners. That’s what we asked our reporters to find out, in each of the traditional-media categories covered on the following pages. At the end of the section, you’ll find a lively, head-to-head debate on this topic one last time (promise). — Allan Hoving
Recent OMMA Magazine Articles
-
Agency of the Year: Gold -- Digitas Dec. 28, 4:43 p.m.
With its newsroom approach to real-time brand storytelling, Digitas continues to create campaigns with Page-One punch ...
-
Agency of the Year: Bronze, Design -- Digitaria Dec. 5, 4:44 p.m.
By tuning out East Coast chatter and conventional thinking, Digitaria creates digital designs that are as ...
-
Agency of the Year: Silver -- AKQA Dec. 5, 4:42 p.m.
The reason this company keeps winning, year after year? It’s taken its magic far beyond traditional ...
-
Agency of the Year: Bronze, Mobile -- PHD Dec. 5, 4:41 p.m.
To reach the fast-growing audience of smartphone owners, Omnicom's PHD isn't afraid to pump up the ...
-
Agency of the Year: Bronze, Search -- Covario Dec. 5, 4:41 p.m.
San Diego-based Covario’s commitment to clients results in increases in traffic, conversion rates and sales. But ...
-
Agency of the Year: Bronze, Media Planning -- mediahub/Mullen Dec. 5, 4:40 p.m.
For its strategic breakthroughs, mediahub/Mullen goes beyond asking what to buy. Instead, it creates an enduring ...
-
Agency of the Year: Bronze, Creative -- Wieden + Kennedy Dec. 5, 4:39 p.m.
From making moms the star of the Olympics to its Southern Comfort everyman, Wieden + Kennedy ...
-
Ed:Blog Dec. 5, 4:38 p.m.
While choosing OMMA Agency of the Year winners is never easy, making the final cuts this ...
-
Agency of the Year: Bronze, Small Agency -- 72andSunny Dec. 5, 4:36 p.m.
With its choregraphed percussion of brilliant ideas and precise execution, 72andSunny gets more attention than agencies ...
-
Agency of the Year: Bronze, Social -- Pereira & O'Dell Dec. 5, 4:35 p.m.
Thinking far beyond Facebook and branded content, Pereira & O’Dell knows how to put on a ...
Be the first to comment on "The Urge to Converge"
Leave a Comment