Branded content

The Talk: Content is the new currency in new media, especially in advertising circles. Predictions about the end of advertising as we know it feel as if theyre coming true. As the agency model shifts from interruptive bursts toward creating original content, some guidelines are beginning to appear. Advertisers and their agencies need to define content archetypes during this transitional period. Examples are already all over the interactive space. Bio: Miguel Gonzalez has had a Gump-like integrated marketing career in which hes participated in the making of several interactive creative firsts while working at many of the best and brightest agencies in Philadelphia, New York and Chicago. On DRAFT FCB: We are a new breed agency. Highly creative but devoid of lines. Above the line, below the line, on-line, off-line, conventional vertical reporting lines, horizontal waiting lines. In fact, completely outside the lines of traditional thinking. A full marketing communication agency designed to build our clients' businesses by focusing on consumer behavior, and coming up with ideas that drive that behavior in the most creative ways. Media neutral with a single P&L. That allows a multichannel, multidiscipline, best-for-business solution. Our objective is simple. To offer total integration that is effective and efficient and optimizes consumer behavioral insights to drive results. It's about understanding the most optimal way of connecting with the consumer at the right time, in <b>...</b>