What’s working? ‘Slime,’ for Pam Kaufman, Chief Marketing Officer, Nickelodeon. … Referring to a highly experiential campaign that Nick is doing. For Lars Bastholm, Executive Creative Director, AKQA, it’s a campaign AKQA did by the name of Nike Mobile ID, which apparently won some sort of award last night (wink, wink). For Bob Stohrer, Chief Marketing Officer, Virgin Mobile USA, it was a call-in ‘help line’ campaign, which encouraged interaction. (Stohrer then likened microsites to the proverbial/token T-shirt that you (the marketer) get at the end of a marketing campaign, i.e., a trivial gesture.) For Chris Curtin, …

Where's the "agency" talent? Bob Stohrer, Chief Marketing Officer, Virgin Mobile USA thinks that as long as anyone or any agency holds onto ‘that’ concept of advertising, it's problematic.

Right now, the OMMA attendees are hearing from some brand marketers, and what they have to say about the idea of managing digital resources? Chris Curtin, Vice President, Digital Strategy, Hewlett-Packard Company, is responsible for channel-shifting dollars from traditional to digital, and tries to encourage his company to define creativity as broadly as possible “Today, it flows into all part of the business,” said Curtin. “It’s the types of deals you do, the people you hire -- Creativity is more of a horizontal concept.” … Rather than a vertical concept, of course.

Isobar's Nigel Morris agreed that Chris Anderson's concept of "freemium"--giving away content or services for free in order to upsell consumers on higher value products--will become a widespread model for media owners. The question is, how do they get enough people in with free content and then how do they monetize them, especially in a digital environment? And Ad messages supporting free content can't just be pushed out there. "All advertising is only going to be relevant if it adds some value," he said.

Isobar's Nigel Morris agreed that Chris Anderson's concept of "freemium"--giving away content or services for free in order to upsell consumers on higher value products--will become a widespread model for media owners. The question is, how do they get enough people in with free content and then how do they monetize them, especially in a digital environment? And Ad messages supporting free content can't just be pushed out there. "All advertising is only going to be relevant if it adds some value," he said.

What makes your head explode in brain spray of awesome? Matt Freeman, CEO of GoFish: "We have gone from diictatorial marketing to meritocracy." Consumer adoption opt in becomes much more forceful part of the equation. We started Tribal it was based on philosophy of saying, It's much less about scale and control over distribution and controls of last fifty years and much more about having talent to earn your way in the market. Not having advertising be a barrier between consumers and content they seek but fluid part of that equation.

"We have to get away from campaign-based thinking and into continuous communication. Away from outputs to what really happens, and from controlled communciation to organic conversation because the consumer owns the interface," says Nigel Morris of Isobar. "People spend countless amounts of time and energy how to integrate on horizontal basis. we have to think about how to integrate on vertical basis," he says. "It fundamentally means different way of planning.  Most agencies are still stuck with old planning models.  How many agencies still plan around campaigns? They need to be stimulated into continuous communication.  There's an enormous …

Brands as a service tops brands as a product, says Nigel Morris, worldwide CEO at Isobar. "The real holygrail is to understand what people do and when they do it, understanding the heart of the consumer as well as the rational side." Create communication that people actually want to spend time with, he urges in "The New Madison Avenue" session here at OMMA NY. He's got a great visual showing how paid for media is a pretty straight line, brand media gets a little fuzzier and social media just blossoms across the screen.