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December 05, 2007
Advent calendar: Daniele Fiandaca

I'm impressed by the enthusiasm the interactive Advent calendar is generating! I'm already thinking about publishing two Q&A; per day, or to make the Advent last longer ;-)

Today we travel to the UK, to meet Daniele Fiandaca, COO of Profero and founder of Creative Social.

1) Which is the (European) digital project that impressed you more this year and why?
If I'm honest the best work for me in 2007 has come from outside Europe in particular from Japan with my favourite being the Uniqlock campaign for Uniqlo. Not only was the content beautiful (I still have the screensaver on my machine) but I loved the way it tapped into the blogosphere for global distribution - over 15,000 users in 76 countries have posted the qlock to their blogs so far.

2) In your job, which is the most important thing you learnt this year?
There is an amazing opportunity for agencies born out of the digital era to become those agencies of the future that advertisers will increasingly be working with. After all its not about making traditional channels work harder but about finding new ways to engage with the consumer.

3) As a digital marketer what's on top of your agenda for 2008?
Provide consumers with things that are useful to them.

4) What, in your opinion, will be a killer application / key trend in interactive marketing in 2008?

Link between entertainment and social networks in particular within gaming. We obviously already have WOW and interesting to see what happens within PS3 and Wii social networks. It is absolutely amazing to see what is happening in China with QQ Pet (an online Tamagotchi) and Nine You (an online dancing game) which currently have over 50 millions users each. In addition there are new social networks like Im in like with you where you can only connect with new people by playing and winning their game (I kid you not). It will be interesting to see how this evolves.

5) Which book would you give as a Christmas present to Adverblog's readers?
If we fast forward 12 months, I would give them the book we are currently writing as Creative Social - a book written by 20 of the Top Digital Creative Directors in the world (+ me) about the Past, Present and Future of Digital Advertising and beyond. Otherwise it would be I Am Plastic: The Designer Toy Explosion (for pure inspiration).

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