Actually, 360i’s acquisition of i33 relates to one of the themes of this year’s OMMA Global Hollywood conference â€" the notion of nomadic media and distributed, or “portable” content.  That’s something 360i has been doing on its own for some pretty big clients such as NBC, Comedy Central and others, and it’s a capability that i33 will be building on. If you want a look at that, check out the new www.adidas.com/baseball microsite the shop just created. Good recent examples of 360i’s distributed content work includes some new widgets and games it just created for …

Got to chat with Jack Feuer this morning. Haven't seen him in ... well, Reagan was president, let's say. Second term, second term! Jack's great. He's so L.A., always has been. Was great shooting the shit with him, remembering the old days at Adweek and here we are, still hanging around with Ken Fadner! Jack tells me it's the media agencies now, not the marketers that make the world go 'round and I gotta agree. It is the medium and not the message, though back when we first worked together, when there weren't so many media, message ruled. I …

Well here we are back in Hollywood, the opening day of OMMA Global, and there's already news breaking, and it's all about the "i" word. Actually, two of them. 360i, the spunky New York digital shop that also happens to be OMMA magazine's Search Agency of the Year (more on that in a minute), has added an I: i33 Communications. i33 is an interactive design agency specializing in online communications design, including social media apps, widgets, rich media, and Web sites.

Media industry behind-the-scenes-string-puller and AAAA Friday morning session moderator Michael Kassan got the final day of the media conference off on a Hollywood note.

"Not very good, really," Bear Stearns’ Alexia Quadrani confided this morning, getting the final day of the AAAA media conference off on a somewhat depressing note. Well, depressing if you're an agency stockholder, anyway.

Friday morning. Milling around the continental breakfast at the AAAA media show, and Quantcast's Konrad Feldman asks me if I know how to get wi-fi in the conference area?

Some companies may be concerned about losing employees to the Googles and other potentially greener grasses. Not necessarily GroupM. The behemoth's North American HR director said it's actually optimal to have 20% turnover in a year -- it keeps people on their toes, keeps them engaged and ensures the staff is top-notch.

TargetCast head Steve Farella said online publishers might want to speed up the process of reconciling invoices with buyers in order to get paid quicker -- not so much for their bottom lines, but pleasing the Street.

This summer, NBC will surely do as it usually does and use the Olympics to run seemingly non-stop promos. But when the Beijing games end Aug. 24, the net apparently will segue right into its new season (of course, NBC's said that idea no longer applies since it's now programming 52 weeks a year).

Google sales emperor Tim Armstrong helped open this morning's AAAA media conference with a presentation entitled, "Why Google Is Not Out To Disintermediate Agencies," but for a moment there, it looked like Microsoft might be looking to disintermediate Tim Armstrong.