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By Bob W. Lord

The leaders of Razorfish percentage their suggestions for merging advertising and IT

To create wealthy, technologically enabled reports, organisations want shut collaboration among advertising and IT. Converge explains how the merging of know-how, media, and creativity is revolutionizing advertising and enterprise process. The CEO and CTO of Razorfish, one of many world's greatest electronic advertising organizations, provide their targeted viewpoint on find out how to thrive during this age of disruption. Converge stocks their first-hand adventure operating heavily with worldwide manufacturers together with awl, Intel, Samsung, and Kellogg to resolve enterprise difficulties on the collision element among media, expertise, and advertising.

With in-depth seems to be at cloud computing, facts- and API-enabled creativity, ubiquitous computing, and extra, Converge provides a roadmap to good fortune. * Explains the way to set up for innovation inside of your individual association by way of utilizing the rules of agile improvement throughout your corporation * info the way to create a faith round convergence, explaining how you can inform the tale during the association * Outlines how one can adapt procedures to maintain with and make the most of quick technological switch

A e-book via practitioners for practitioners, Converge is set rethinking company corporations for a brand new age and empowering your humans to thrive in a model, new global.

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Additional info for Converge: Transforming Business at the Intersection of Marketing and Technology

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But we also had to find a way to tell this story in digital channels. Enter Razorfish’s role. To take the brand to Axe’s large online community and beyond, we created a digital graphic novel—and we use the phrase “we created” in only the loosest sense. We actually teamed up with Aspen Comics and Scott Lobdell, probably best known for his work on Marvel’s X-Men. But not even they can take credit for the work created on behalf of Axe—much of that goes to the consumer. Together, over a four-month period, we concocted—as far as we know—the first comic book written by and starring its readers.

Has provided APIs for products, stores, reviews, and more, allowing developers to create platforms that could lead to more business for the retailer. Meanwhile, open is the name of the game with social platforms. Think about how you can leverage that to create new and exciting experiences. • Reimagine your brand as a problem solver in the life of your client. Ask yourself, what needs does it address, and how can I use technology to facilitate that process? • Partner early with platforms. Get out of the mind-set that a new technology or platform needs to have a billion users before you start thinking about putting your brand there.

What was so special about this campaign? Most important, it illustrates how the creative process has changed in recent years to the collaborative process we mentioned earlier in this chapter. Within the Anarchy program, there are multiple layers of collaboration beyond the client-agency interaction, which we take as a given. First, there was the decision to work with Aspen, whose reputation in the comic book world precedes it. indd 39 4/1/2013 11:28:25 AM 40 Converge = Marketing + Technology senior executives out there—Executive Assistant Assassins.

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