Avenue A / Razorfish: Born, Bred and Designed in Digital

Interactive ad work is not just a component of Avenue A / Razorfish's capabilities; it's the foundation on which the agency was built. And in an industry increasingly driven by millennial generation consumers, Darin Brown, Avenue A's chief strategy officer, believes it's a capacity that cannot be parceled.

"Digital isn't an island," Brown offered. "It should be a part of the way we view the world." Brown went on to present some of the agency's successful case studies, including the virtual reinvention of the New York Times, which has garnered more than thirty million online readers, and a digital Coors campaign that successfully engaged a younger, target demographic while further developing the brand's identity.

With over 1,800 people in seven countries, and with extensive backend technology aimed to analyze and optimize client's e-commerce, Avenue A creates "passion points" - places where success is tested and measured.

Euro RSCG: Future First

Be big and brilliant. That was the opening message from David Jones, Euro RSCG Worldwide's global CEO, whose tenure as the head of Euro continues to represent growth, profit and industry recognition. Jones mentioned new account wins for Euro since the last visit by the consultants, including Hyatt and the global Jaguar business, among others. Surrounding the room were notable ads for clients like Clearasil, Dos Equis and Charles Schwab.

Euro's North American CEO, Esther Lee, provided keen insight to the challenges of creating a global brand message in today's media environment.
Lee stressed the importance of amplifying the brand, noting that each additional creative component must work in concert with the others to propel the message like a sound wave.

Euro's chief strategy officer, Andrew Bennett, detailed Euro's latest research and spoke about "winning the battle for consumers' hearts." Jeff Brooks, head of Euro 4D, stressed the importance of working within the constraints of the fourth dimension --time--, and of the challenges of getting through to the hearts of time-starved, attention-challenged consumers.

Tribal DDB: Digital, Global and Different

Matt Freeman, founder and CEO of Tribal DDB started out ten years ago with an ambitious plan: create the DDB of the digital age. Today, Freeman rhetorically asks: now what? It's a question that is part interrogative, and part preface to the promise of further reinvention.

"In a world where the number of blogs doubles every six months., clients are buying solutions differently," said Freeman. "The digital age enabled a new ecosystem for humanity." Freeman's looking ahead at ways to better harvest and mine that new system. Within its own network, Tribal DDB is diversifying services through "centers of excellence," ensuring high quality throughout. Being digital and global also makes Tribal an attractive home for young creative talent, a valuable resource in a changing industry.

Freeman went on to display an impressive suite of custom, interactive media solutions, including personalized AIM winks and engaging websites like the Midlife Crisis Retreat for Volkswagen, and the "Simple Switch" social network for Philips, which allows consumers to track the local and national impact of their environmental efforts.