MediaMojos signs Consulting Agreement with DeMatteo Monness

Vancouver, BC/ Los Angeles, CA - July 20th, 2010

MediaMojos is pleased to announce that it has signed an Agreement to provide consulting services to DeMatteo Monness LLC, a leading player in the growing expert network industry.

DeMatteo Monness' Consultant Network provides investment professionals with access to thousands of industry contacts globally across different supply chains, markets, and product categories.

“DeMatteo Monness looks forward to leveraging the expertise of MediaMojos to provide timely analysis of current trends and developments affecting both the Digital Media and Entertainment industries for our client base.” says Gregory Baranovsky, Research Manager at DeMatteo Monness.

The hallmark of DeMatteo Monness' Consultant Network is ‘custom recruiting’, in which the Company's research team recruits new industry contacts on a demand-driven basis for proprietary client research projects.Their primary clientele are investment funds and corporations which utilize experts as part of their fundamental research efforts.

"We're pleased to have been chosen to work with DeMatteo Monness and their clients on a select range of knowledge-driven projects," says Anthony Dillistone, MediaMojos Co-founder and Senior Vice President - Global Alliances and Mobile Media

"Our international expertise in such vibrant industries as Digital Marketing, Mobile Development and Content, Film, Television, Social Media, Brand Relationship Management and Cross-Platform Video distribution, amongst others, will enhance DeMatteo Monness' ability to provide unique market intelligence and insight into these sectors to their clients, who number more than 200 investment funds worldwide, expanding MediaMojos reach and market awareness of our growing Company."

About MediaMojos

MediaMojos works with Content and Technology companies, Brands, Studios and Agencies to expand their global presence through the development and incorporation of effective Digital Media strategies and technologies, enhancing market opportunities and expanding their ability to build and monetize relationships with Cross-Platform, Social and Mobile networks.

MediaMojos also operates as an international sales and packaging agency for Digital Media content, motion pictures, television, digital technologies and online entertainment, for both its own partnered and internal developments, and those represented for third parties. For more information about MediaMojos please visit http://www.mediamojos.com


About DeMatteo Monness

DeMatteo Monness LLC is a boutique primary research firm and full service broker-dealer serving the institutional investment fund community. The firm provides its investor client base with access to primary sources of market intelligence through its industry leading Consultant Network. The firm also leverages its global network of experts to drive its Guest Speaker Series, featuring prominent industry executives and consultants for group events, individual meetings, and investor field trips. Our exclusive research services and uniquely tailored, custom approach differentiates our product in the expert network marketplace. The firm's business model is focused on serving a select number of investment funds globally, creating the scarcity value our clients seek. For more information about DeMatteo Monness please visit https://www.dmllc.com

Contact Information:
MediaMojos
Members of the press may direct inquiries to info@mediamojos.com or call 604-765-2460

DeMatteo Monness
Members of the press may direct inquiries to info@dmllc.com or call 212-833-9900.
Institutional client inquiries may be directed to sales@dmllc.com.

MediaMojos Kicks off One World Sports in the U.S.

FOR IMMEDIATE RELEASE

PRLog (Press Release) – Jun 22, 2010 – Vancouver, British Columbia; Los Angeles, California:

MediaMojos is pleased to announce that it has signed carriage Agreements for its One World Sports WAP site on the sports deck of one of the largest mobile networks in the U.S., with further announcements pending in regard to launch details and further U.S. and international carriage Agreements . One World Sports is produced in association with Trajectory Sports & Media Group, LLC and Axonista.

One World Sports is an international sports news and information site that features the world’s most popular sports, including Soccer, Formula 1, Rugby, Cricket, Pub Sports (featuring darts, snooker, poker, pool and tenpin, which have large followings around the world) and more. Cross-platform Video and personalization products are expected to follow the WAP launch.

Soccer has a well established following in the U.S., and Rugby is rapidly growing among college students and expats. Cricket is the second most popular sport in the world, after Soccer, and has an active following in the U.S. Formula 1 has a passionate and well established fan base across the country and more and more international sports are capturing the enthusiasm of U.S. fans from all national backgrounds and walks of life.

Marjorie DeHey Daleo, MediaMojos’ Co-founder and Executive Vice President, Program Development/Marketing said, “One World Sports’ presence on mobile devices is supported by its television network and its growing presence in Broadband television. We are very pleased to be working with the top mobile networks to bring such an exciting and growing range of international sports to U.S. fans.”

About MediaMojos

MediaMojos http://www.mediamojos.com provides direction and solutions for Current and Emerging Digital Media companies and established Channels such as Mobile, Social Media, Out-of-Home, Digital TV, Internet, WiFi and beyond, which require new content, new thinking and new means of delivery & distribution in order to achieve success in domestic and international markets. Working closely with innovative content and technology firms from around the world to identify and deliver compelling cross-platform programming, MediaMojos is becoming a leading provider of innovative cross-platform sports and entertainment content to audiences worldwide.

About Trajectory Sports & Media Group, LLC

Trajectory Sports & Media Group, LLC, http://www.trajectorysports.com is a U.S.-based sports marketing and media company with global resources. Its assets are utilized to help clients acquire content, expand distribution, strengthen brands, secure sponsorships and open new markets. It works closely with One World Sports, a multi-media company that brings international sports to U.S. consumers via traditional television, Broadband TV and mobile applications. .

About Axonista

Axonista http://www.axonista.com connects audiences through mobile. It delivers cost effective multi-platform applications that unlock the value of existing information through new delivery channels. Axonista specializes in TV and live events and has a high profile international client base including MTV, ESPN and Setanta Sport. Axonista is based in the vibrant Docklands area of Dublin, Ireland - also home to the European headquarters of Google, Facebook and LinkedIn.

Media Contacts:

MediaMojos
Anthony Dillistone
Co-Founder, Executive Vice President, Content Acquisition/Distribution
Phone - +1 604-765-2460
Email – info@mediamojos.com

World Cup and Mobile TV

By Dr. Mehmet Unsoy - mSolve Partners



The 2010 World Cup is kicking off today in South Africa. This is world’s biggest sporting event, held once every 4 years, when 32 football (soccer in the U.S.) teams battle for the trophy. It starts today with the match between South Africa and Mexico, and ends with the final match a month later on July 11th. For sure, billions of fans will be avidly watching and talking about football during the next 4 weeks. The television rights of these matches have been quoted as more than $2 Billion.

Compared to 4 years ago, this time around, a significant number of mobile video and mobile TV services are targeting the World Cup audiences. First, we have about 500 Million Smartphones, including iPhones, that are capable of watching videos. In the U.S., Sprint has partnered with ESPN Mobile TV, offering all the World Cup games on certain Smartphones. In the same manner, MobiTV as well as FLO TV will be offering channels of World Cup coverage to AT&A and Verizon users.

Yahoo has set up the largest mobile site dedicated to cover the World Cup, with lots of mobile video choices. It is available in 13 languages and in 40+ markets. In Africa, which is the hosting continent, there are more than 10 mobile TV broadcasting services, and FIFA, the governing organization for football, will also be providing live mobile TV broadcast, for the first time.

When South Korea plays Greece on the second day of the tournament, there may be up to 27 million Koreans watching their team on their mobile handsets! Korea is the global leader in free-to-air mobile TV, where 56% of the population regularly watches TV on their phones.

Emerging markets like China, South East Asia, Africa and Latin America have been ahead of Europe and the U.S. in the development and deployment of mobile TV, especially since the technology behind the digital free-to-air mobile TV is relatively simple. A small chip and a telescoping antenna are all you need to receive free digital or analog signals off the air!

In the U.S., the major industry initiative is around ATSC standards, which allow local TV stations to broadcast digital mobile TV to users with handsets that are equipped with ATSC chips. Trials have been running in different parts of the country, and the industry is very optimistic that, this time round, mobile TV may take off in the U.S. provided that the business model and the price are right. They are targeting to reach 150 Million mobile users in the U.S.! In addition, there are lots of Smartphone apps targeting World Cup, for iPhone, Android and Blackberry. Some of these are more global and some are targeting local markets. Most of apps would be offering video clips of the matches, in addition to scores and all the other information. All in all, mobile video and mobile TV might be one of the big winners at World Cup 2010.

PR - MediaMojos' Broadcast Partner, One World Sports, lands RFL Deal.

England’s Rugby Football League (RFL) has appointed One World Sports as its exclusive worldwide broadband broadcasting partner for 2010 and 2011. The Engage Super League is the premiere rugby league competition in the United Kingdom and Europe. The 2010 season has seen a substantial raise in attendance and television interest. The season runs through October

The new deal will enable millions around the world to watch Engage Super League and Co-operative Championship rugby league games in areas where previously no alternative broadcast arrangements existed. The agreement expands the RFL’s relationship with One World Sports, which has exclusive U.S. rights to a number of televised games in 2010.

Engage Super League matches are already distributed by 12 international broadcast partners to more than 40 countries worldwide and Paul Kimberley, the RFL’s Commercial Director, said the arrangement would open up the sport to new audiences around the world. “This new online partnership means that Engage Super League and The Co-operative Championships can now be watched from anywhere in the world – literally from Afghanistan to Zambia - and to more than 200 countries in between,” said Kimberley. “Viewers worldwide will be able to view weekly rugby league game from the regular season and play-offs series, including the Engage Super League and Co-operative Championship Grand Finals,” he added.

Fans can purchase individual game passes for $7.00 (US) each or a Season pass for $29.95(US). In order to view the games, users will need a high-speed internet connection and the current version of Microsoft Windows Media Player. Purchases can be made at http://www.oneworldsports.tv/ in most international currencies via valid credit card.

Global Rugby League fans are encouraged to check throughout the Engage Super League Season to see which teams will be playing in featured games.

“One World Sports has built a global infrastructure for the Broadband delivery of live sports worldwide on a secure premium basis,” said Preston Bornman, President of One World Sports.

“Rugby league fans worldwide will now have live access to this hugely popular and growing sport.” “’We have been working closely with the American National Rugby League (AMNRL) to expand the sport of rugby league in the U.S. and elsewhere,” added Bornman. “By combing our distribution with their knowledge and passion for the sport, we believe we have developed a way to bring more people into this incredibly exciting game.” The deal was brokered by media specialists IMG, which has a growing presence in rugby league worldwide.

#

About One World Sports

One World Sports is one of the world’s largest live sports pay per view providers and has been delivering live sporting events over the internet since 2004. Powered by B2 Technology, the company provides secure a global payment solution, so you can watch your favorite sports worldwide. One World Sports also offers global internet delivered SD/HD television packages for businesses and homes that require the best quality broadcast available. In select areas, One World Sports offers viewing enhancements such as live/VOD mobile video, mobile web news, and delayed television broadcasts. In the U.S., the One World Sports television network features exclusive live and on-demand coverage of US and international professional sports, as well as in-depth access to sports news and information from Asia, Europe and points in between. As a three-screen network, One World Sports is also available on mobile devices. The company is privately held. Learn more at http://www.oneworldsports.tv/

About Engage Super League

RFL is a trading name of The Rugby Football League Limited. The 2010 Super League season (known as the Engage Super League XV) is the fifteenth season of rugby league since the Super League format was introduced in 1996. Fourteen teams will compete for the Minor Premiership over 27 rounds (including the Magic Weekend at Murrayfield Stadium) after which, the highest finishing teams enter the play-offs to compete for a place in the Grand Final and a chance to win the Super League Trophy. The 2010 season will officially kick off on 5 February. All clubs will also participate in the 2010 Challenge Cup tournament. Learn more at http://www.superleague.co.uk/

About American National Rugby League

The American National Rugby League (AMNRL) is the governing body for the development of the sport of rugby league in America and member of the Rugby League International Federation (RLIF). The AMNRL national club competition features 12 teams in major US markets spanning from Boston, MA to Jacksonville, FL with developing programs in the West, Midwest, and Pacific regions. The USA Tomahawks are the national team of the AMNRL that contest international matches and participate in the qualification process for the Rugby League World Cup which is held every four years. The AMNRL Season XIII kicks off on Saturday, June 5, 2010 with the Grand Final on Saturday, August 28 in Philadelphia, PA. Learn more at http://www.amnrl.com/

China Checks Into Branded Entertainment

By Barry Silverstein - Brand Channel

As we've reported, China's economy keeps chugging along and, with it, high-end hoteliers are finding the country to be fertile ground for growth. Now the challenge is for one homegrown luxury hotel brand to differentiate itself from its competitors, including international hotel groups, in the nation's booming hospitality business.

Swire's flagship property, The Opposite House, is one of those hotels. It is located in Beijing's Sanlitun Village, a tony open-plan shopping, dining and entertainment destination developed by Hong Kong-based Swire Properties, which recently spun off Swire Hotels to manage its urban hotels in mainland China, Hong Kong, and the UK.

As Swire's first hotel, it boasts 99 guest studios, 9 spacious suites, and a penthouse duplex with a roof terrace. It's also inspiring Swire to pioneer branded entertainment in China, in step with international luxury brands such as Dior also looking to communicate their brand essence with cinematic flair.

In an unusual marketing ploy to set itself apart, Swire is promoting the luxury boutique hotel by releasing Short Stays, a suite of three short films it commissioned from some of China's leading filmmakers.

Anthony Ross, GM of The Opposite House, says the 7- to 15-minute long films reflect the hotel's continuing support of the Chinese contemporary art scene. "We've given these talented young film makers a platform and open brief to interpret our space -- given them full creative reign over what the House means to them and stories captured in the transient space of hotel rooms."

Short Stays, according to series producers Samantha Culp and Zhang Xianmin, "was inspired by this notion of a hotel as a blank slate for the imagination. Three emerging filmmakers were invited to take The Opposite House as a starting point, and create a short film inspired by this borderline space ... the directors had total freedom. And the results of this creative experiment are as wildly unique as the filmmakers that made them."

The project is nothing if not one-of-a-kind. Not many hotels would let film makers have the run of the place; in fact, just the opposite. But The Opposite Hotel is making a statement that it not only supports the arts -- it's also putting China on the cutting edge of brand marketing

Cross-Platform but Still No Cross-Network TV Series Promotion

By Steve Sternberg - Baseline Intelligence

The May Sweeps is coming to an end, and the broadcast networks will be airing mostly repeats and reality. As many viewers are turning to cable in search of first-run scripted series, the broadcast networks are starting to promote their new fall shows.

With average broadcast ratings declining, particularly in the summer, simply promoting yourself on your own air is no longer good enough. Unfortunately, the broadcast networks are totally disinclined to do the one thing that would have an immediate positive impact: promote one another’s new series.

Wouldn’t FOX’s new Lonestar, which is not going after the typical FOX audience, benefit by being promoted in, let’s say, NBC’s Law & Order: SVU? And wouldn’t NBC’s The Event benefit by being likewise promoted on Fringe? Or the 24 series finale? This kind of reciprocal approach would benefit everyone.

But here’s the real problem. The broadcast networks don’t see all broadcast networks gaining viewers as a good thing. The only thing that really matters to them is the network standings - being number one. If you were to ask a second place network if they would rather lose 10% of their viewers and move into first place (because everyone else lost 20%), or gain 10% and remain in second place, they would almost certainly choose losing viewers and being number one.

Does anyone else see the problem here? The whole upfront buying system is designed for each network to try to lose fewer viewers than its competitors. In the 1970s and early 1980s, when the broadcast networks accounted for 90% of the viewing audience year-round, it worked quite well. In today’s media world, however, an upfront marketplace that rewards being number one, yet does not punish declining ratings, is more than anachronistic, it’s nuts.

Fifteen years ago, the average rating of the Big Four broadcast networks was about 12 times as high as the average of the top 10 rated cable networks. Today it’s only about five times higher. Guess which group has been cross-promoting among networks?

There’s no law that says broadcast ratings have to go down every year. But there are 26 new shows coming on this fall, with another 13 shows moving into new time slots. There are also a dozen or so new shows slated for mid-season. Twenty years ago, I could have told you off the top of my head at any time during the season what was on and when. Today I have to use a schedule grid to remember what’s on. And I do this for a living.

While industry insiders who talk about this stuff all the time might have a general idea of what’s on television, the average viewer at home has probably not even heard of a third of the series that are currently on the broadcast networks.

Earlier this season, I mentioned to a friend of mine that Lie to Me was one of my favorite shows. He’d never heard of it. Guess he’s not a regular FOX viewer. But what if Lie to Me had been promoted on ABC, CBS, and NBC? Its ratings could easily be 10% higher.

I was just discussing some new ABC pilots I was watching with my wife, and mentioned that ABC was looking for another Castle. Well, she had never heard of Castle. But had the network promoted it on NCIS or The Good Wife, which we watch all the time, she might have at least checked it out.

Right now, all the ancillary promos for new series probably wash out any advantage one show gets compared to another. If every broadcast network advertised on every other broadcast network, any advantage for a single show might also be washed out. But if everyone gained 10% more viewers for their new series in the process, everyone wins.

It’s clearer than ever that the best promotion for new series is actual on-air promos on traditional television. You don’t need to do extensive research. You don’t have to prove the sky is blue. When someone is watching television, they are in the mood to watch television. There is simply no question that they are also in the mood to be more receptive to promotions for other television programs - certainly more so than when they are listening to radio, reading something, or going online.

Now is the perfect time to change this last taboo. While networks like to claim otherwise, they now appeal to largely the same audience (except the CW). The average median ages of ABC, CBS, and NBC viewers are within 5 years of one another. FOX viewers are only about five years younger than ABC and NBC.

To just decide not to promote your new products to the largest pool of available and willing consumers makes no sense. The broadcast networks need to start realizing that a rising tide lifts all boats.

I have no doubt that if all the broadcast networks promoted their new shows on all the other broadcast networks, every new show would get more viewer sampling than they otherwise would. How can that be a bad thing?

Kids more likely to own a cellphone than a book, study finds

Written by Chris Cameron - ReadWriteWeb

As technology becomes more a part of our day-to-day lives, some are worried that it is stunting the education of children by taking away time from activities like reading. A startling discovery from the London-based National Literacy Trust finds that children are more likely these days to own a cell phone than they are a book. The study, which NLT will publish next week, ties cell phone penetration to the presence of books in a child's home, but are these conclusions fair to draw?

A survey of 17,000 U.K. children between the ages of 7 and 16 found that while 86% owned a cell phone, only 73% said they owned a book. The NLT believes a child's access to books has a direct effect on their reading ability, finding that 80% of children reading at their expect levels have their own books. Conversely, the same can only be said for just 58% of children not reading up to par with their age group.

"Our research illustrates the clear link with literacy resources at home and a child's reading ability," said Jonathan Douglas, Director of the NLT. "By ensuring children have access to reading materials in the home and by encouraging children to love reading, families can help them to do well at school and to enjoy opportunities throughout their life."

The connection between books and cell phones in the hands of children is a strange one for the NLT to make. In the press release announcing the study, NLT does not define what they consider to constitute "owning a book," - a significant factor that could change the way readers interpret the study. There are, however, ways to help the literacy problems by taking advantage of the popularity of mobile devices.

While children certainly seem more interested in chatting with friends on their phones than sitting quietly and reading a book, some argue that this debate shouldn't become about the media which children consume. Teacher and education blogger Vicki Davis told ReadWriteWeb that she believes kids benefit from reading on phones or computers as much as they do from paper.

"Whether on a mobile phone, iPod, Kindle, or handheld device or paper - the medium should be irrelevant. The important thing is that students can read and write, or in this case read and text," said Davis. "If ancient man had demanded that their children continue to use their tools - we would still be looking for cave walls to draw upon - paper has been an essential tool of the mass-produced industrial age and electronics are the essential produce of the interconnected information age. Education needs to wake up and harness these tools for learning!"

Redefining "Reading"
Michelle Manafy, editorial director at Information Today, says older generations need to open up their definitions of what "books" actually are. "The very notion of literacy and reading itself has evolved beyond the capacity of many who grew up with linear reading experiences to understand," she says.

"If every kid has a phone, then maybe we need to be looking much harder at creating content optimized for this reading environment, to creating a reading experience that coincides with their voracious appetite and shorter attention spans, with their tangentially and serendipitously connected non-linear reading style and socially mediated tastes," said Manafy

Mobile technology blogger Jason Harris agrees with Davis and Manafy, and adds that the drop in reading skills are likely due to a combination of factors.

"The world is changing in that mobile phones are falling into the hands of new populations, including young children," said Harris. "Of course, there's a competition for time in this age group, so if they're on their mobile phones then all leisure activities, including reading, will take a hit. But are reading scores falling because of this one factor? I doubt it."

Are Parents to Blame?
Marnie Webb, co-CEO of TechSoup Global says the technology is not to blame for the decline in reading skills. As she puts it, the onus is on the parents to make sure the kids have the same access to books as they do phones.

"It doesn't have to be an either or. We can't make it an either or," says Webb. "But that seems to me to be up to grownups [...] I have to put the books in the kid's pocket. Just like we put the phone in the kids' pockets."

Agreeing with Webb is Peggy Anne Salz, founder of MSearchGroove.com, a leading blog on mobile search. Salz says the report is "a call to parents to participate in their children's education, a process they can only improve and enhance with anytime, anywhere mobile access to educational materials."

"Read between the lines, and this is not about a connection between children having a mobile device and any drop in grade school literacy skills," adds Salz. "The report argues there is a link between having literacy resources at home and a child's reading ability. That's an access issue that mobile devices can solve for children in the U.K. and around the world."

It is certainly true that mobile handset penetration is reaching a younger and younger audience, but that is not necessarily a direct catalyst to lowering reading scores. Whether the presence of books in a home affects a child's ability to read is another argument, but it seems strange to try and hook that on mobile phone usage. As technology evolves, so too will the way kids "read" and consume information, so basing studies on the presence of older forms of information digestion may become less and less appropriate.

UPDATE: I received a response after reaching out on Twitter to LeVar Burton, known famously for his love of reading and as the host of the children's show Reading Rainbow. What did the book lover think of the fact that more children own phones than books? "I believe kids need both," he said.

Post-Digital Era Brings Traits of Web to Real World

How Marketers Are Embracing the Shift

By Teressa Izzei and Ann-Christine Diaz: AdAge

Nicholas Negroponte declared the digital revolution over in 1998, but it took adland 12 more years to rework its basic creative, technological, philosophical and procedural assumptions. Today, much of the marketing world has embraced the spirit of the digital age, and perhaps the strongest evidence is that it's doing a lot of work that's not so, well, "digital."

The best companies have harnessed the digital mindset and taken the shareable, ongoing, interactive, participatory nature of digital and created brand experiences that matter to people where they ought to -- in their real, everyday lives. Take Nike Plus and Fiat Eco Drive -- arguably the most compelling brand ideas of the last decade. They may have had a digital heart but they manifested themselves in meaningful ways

And a glance at some of the big award winners so far this season seems to reflect the shift to real-world experiences. The Grand Prize winner at the One Show Interactive was a digital idea that literally played out on the streets -- Nike Chalkbot from Wieden & Kennedy, a robot that imprinted messages of hope straight onto the course of the Tour de France -- as part of the ongoing Nike Livestrong campaign. At the Andys, the big winner was TBWA/Chiat/Day's Replay for Gatorade, an idea that started as a live event and online content venture and spilled over into broadcast.

"In a way what I think is happening is that online behavior is affecting most other areas of life at the moment," says Andreas Dahlqvist, executive creative director of DDB, Stockholm, the agency behind the real-world-leaning Fun Theory.

Powerful campaign
That campaign was an initiative to get people to change their lazy behaviors -- and ultimately, how they feel about driving environmentally friendly cars -- by allowing them to see the fun side of acting responsibly. Videos of "experiments," like the popular Piano Staircase or a trash can that delivered cartoon-style sound effects when it received a deposit, were seeded online through various channels and on The Fun Theory website. Part two was a contest that invited others to submit their own Fun Theory ideas.

"There is huge potential in using digital to enhance 'real life' experience, and I think we are just seeing the beginning of that. It's adding a new layer of value, a fourth dimension," Mr. Dahlqvist said. "It's about making digital tangible."

Pepsi and TBWA/Chiat/Day's Refresh Project funds ideas that would make the real world a better place. Rob Schwartz, chief creative officer,TBWA/Chiat/Day, L.A., said that with Refresh, the agency "didn't set out to create a 'digital idea.' We set out to make our brand idea -- Refresh -- an action. ... It's a brand idea that lets you take action to do some good in your world, your neighborhood, your street. "

For client Daffy's, New York agency Johannes Leonardo recently sent commuters on a subway scavenger hunt and put a Twitter tracker of a Daffy's truck on the retailer's site so shoppers could find out when the latest haul of discount goods were coming to their local store. It then turned a cinema ad for the brand into a live event, bringing performers from the spot to reenact their moves on the stage during a movie screening, the film of which ultimately became a shareable piece of online content for the brand.

"Most of our campaigns utilize digital media as an enabler medium, having both on and offline components, because the truth is most of our lives and emotions we share take place in the real world," says Johannes Leonardo Executive Creative Director Leo Premutico. "Digital media has created a new potential for brands because it presents the ability for its consumers to share information like never before. But a lot of the effect of that takes place where it always has, offline. The most powerful ideas for us are the ones that turn the people we're talking to into the medium for the message, rather than just the destination for it. So determining the sort of work that will do that is always more important to us than whether we should do a digital, outdoor or TV campaign."