Commentary

When You Come Right Down To It, What's An Ad, Anyway?

by Joe Mandese @mp_joemandese, May 12, 2010

That was the wrap-up point following AKQA Mobile chief Dan Rosen's presentation.

When an audience member pointed out that the mobile case studies Rosen presented were all great, but that they weren't "advertising," Rosen rejoined: "In our view, the best advertising, isn't advertising."

As such, OMMA Mobile has effectively progressed in the course of an hour from the Hindu concept of karma to the Buddhist concept of Zen. More or less.

And if that wasn't Zen-like enough for you, Rosen elaborated that while AKQA does plenty of conventional advertising and search marketing, but it really specializes in, is, "in creating branded experiences and commerce experiences over digital channels."

Ohmmmmmmmmmmm!