Advertising agencies need to transform themselves â€" but not necessarily towards traditional functions. There should be moves shifting to new information and technologies. “Agencies need to think to like software companies,” says Greg Smith, chief information officer of McCann Worldgroup. “Software companies are entrepreneurs.’ With consumer and clients developing new software and systems â€" with the limitations of computer storage for individual companies -- agencies are threatened to be left behind. “We will lose opportunities if we don’t do this.” One of the ways of improving this is moving to so-called “cloud” computing, where agencies get access …

In the crucial days around September 18, 2008, when the financial troubles were escalating -- and a number of major financial institution were on the verge of bankruptcy -- now Treasury Secretary Tim Geithner, then the president of the Federal Reserve Bank of New York, started making a list. Andrew Ross Sorkin, reporter and columnist of The New York Times, in speaking at the 4A’s media conference, says Geithner was drawing up a list of those companies that should merge â€" Goldman Sachs and CitiCorp; CitiCorp and Wachovia; and Morgan Stanley and J.P. Morgan; and other combinations. Of …

Some inner city high schools have had some troubled times. But Ron Berger, chairman of Euro RSCG U.S., says there is some hope. Two years ago the High School for Advertising and Media opened up in September 2008 â€" all with the focus on advertising and marketing. The 4A’s have been involved almost from the start â€" helping to shape the curriculum -- as well as number of media platforms and media agencies. Students closer work on branding assignments, go on field trips, and work closely with many industry professionals. The first class is due to graduate …

Some critics worry Apple Inc.’s iPad will control content much like Apple does it music and other content through its iTunes store. But one Conde Nast magazine executive doesn’t think so. Magazine content providers will demand to stay close to their readers. “It’s very important that we own the customer,” says Chris Anderson, editor-in-chief of Wired Magazine, in speaking at the 4A's media conference It’s all about personal relationships, he says â€" not business relationships with intermediaries such as Apple’s iTunes or others. Says Anderson: “I do have a relationship with bands. I don’t have a …

True magazines on the web haven’t worked. Hello, iPad! Chris Anderson, editor-in-chief of Wired Magazine, highly touts that the iPad, and future digital electronic tablets, will give magazines some new life that magazine content on websites -- running through laptops -- haven’t. “Tablets is going to replace laptops for many people,” he says in speaking to at the 4A’s media conference. “I have drawers full of many electronic devices. [But] the tablet is a personal device. Most of all Anderson says digital tablets will finally give magazines a tactile feel -- a new tactile digital feel -- …

Unilever likes a lot of the traditional in the advertising business â€" but also demands much of the new from its agencies. “I’m a big fan of the AOR relationship,” says Kathy O’Brien, vp of personal care for Unilever, in speaking at the 4A’s media conference. “With our brands teams changing so frequently, it’s nice to have a true partnership. They are the keeper of brand equity.” What does O’Brien look for in a media agency? “Strong strategic thinking and good channel planning -- and the ability to incorporate digital media that is not silo-ed out,” she says. …

Think about promoting your young advertising executives? Just hold on a second. Are they like â€" doctors â€" trained under the most stressful conditions, all with the complete understanding to help your clients marketing needs? Maybe you’d wish they had training like those young doctors on “Grey’s Anatomy”, those in residency. Helena Touseull, senior account director for JWT USA, said during the 4A’s media conference that, for one of the event’s ‘Transformer’ segments, that using an advertising ‘residency’ program would help build junior ad executives into more promising senior executives. “The next generation is critical to …

For Electronic Arts, it could be a big kicking year. The gaming company FIFA soccer product, already a $3 billion franchise, is due to grow â€" thanks to a little soccer event in the summer called the World Cup. Andrew Wilson, senior vp of Electronic Arts, says this year the game will reach 20 million to 30 million. A new marketing campaign looks to expand that market. “This is our ‘Avatar,’” says Wilson. “This will bring ‘Avatar’ like returns.” “Games continue to be the fastest growing segment in the entertainment sector,” says Wilson. Much of this …

At the recent Copenhagen climate summit, a lot of talk was made about figuring out who was doing deforestation â€" and what to do about it. But it's stuff to be specific. “The trouble is in the Amazon, for example, it’s hard to know how much deforestation there is,” says Dr. Frank Rijsberman, Program Director, Google.org, which is the philanthropic arm of Google. Scientists are working are on satellite image systems but they are elaborate, very technical systems. Google is now aiding scientists in establishing these satellite photo systems. “We said 'we will help you scale this,'” …

A number of technical people and companies â€" both big and small â€" helped connect and find people in Haiti through SMS messaging, after its earthquake, said Dr. Frank Rijsberman, program director of Google.org, which is the philanthropic arm of Google Inc., in speaking to at the 4A’s media conference. This helped save lives, he says. Also web site areas started up to aid people in trouble. With Haiti being a very poor country, officials there were more than willing to accept all sorts of technical help, says Rijsberman. In contrast, Chile, with a more vibrant economy, …