Thursday, May 26, 2011

Impressive: Rishad Tobaccowala of VivaKi

I'm quite impressed with this video. I don't normally expect the "big agencies", let alone the holding groups, to get it but Rishad Tobaccowala makes a lot of sense. The video was produced for Yahoo's Future of Agency series.

Whereas the concepts of "paid, owned and earned" are well established in grassroots digital and been around long enough to filter up to senior levels, I'd argue that the need for speed and recognising the gulf between what traditional agencies can deliver and what clients need are still progressive observations for a CxO to make.

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