Does anyone even say disc jockey anymore?  Don't people say DJ?  Yes this stems from the Yaris vs Yaris case study.  The target was 18-24 year old urban black males interested in sneaker culture and celebrity "disc jockeys"  Disc Jockeys?  For real?

I was truly conflicted when deciding which track to take because in the room next to me is Email in 2008: One of Your Strongest Media Vehicles. Considering the lovely feedback I've gotten with my info emails regarding this event, this screams at me. But what's screaming louder is anything and everything social media. This is my thing. Here's a few things that tickled my toenails.

As agencies continue to incorporate more automated campaign management tools into the work process, naturally some people, departments and even entire companies will get ... well canned. At least that's the concern. And panelists didn't quite assuage those fears.

"Technology is the only thing that's going to enable the marketplace to grow and expand," said Jeff Ratner, managing partner at MindShare Interaction. "Options are limitless in terms of spending millions of client's add dollars, and a small group at a media agency can't do that effectively without technology."

Media buying and planning is a little out of my brain range, but concept wise the idea of automation is not a new one. I came here from a pretty high tech background where automation was a but a fetal buzzword YEARS ago. So of course it's interesting to me in this new-to-me industry to hear it make its rounds. What is it that media types fear about automation?

Our own Joe Mandese had his skeptic hat on when he asked panelists "every brand can't participate in a game, or have mini-movies or widgets on their site, can they? Where can we go with this?" The panelists resounded with a convincing "YES YOU CAN!"

Tameka Kee and I were taken aback by some panelists' pronunciation of the German sports clothing and shoe manufacturer Adidas. They were saying AH-dee-das so blithely and we were getting all worked up. What is this, some British pronunciation? So I Googled and found on inogolo.com a guide to brand pronunciations. Indeed, it says the phonetic and correct way to say Adidas is with the stress on the first syllable. But in the notes section, inogolo does say that it is common to hear the brand pronounced ah-DEE-das in the United States. We say, when in Rome …

Consumers' lives are filed with niche interests. To catch their attention, you need to build media plans that include widgets, mobile campaigns and USB flash drives inserted into magazines.

Hire the people you're marketing to.  Duh.

Alan Cohen showed a promo video about Initiative's campaign for the SAW III movie, which ran strictly on MobiTV (a mobile TV service, naturally). They programmed a SAW III channel, which ran movie clips and behind the scenes interviews 'round the clock.