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December 10, 2007
Advent calendar: Laurent Buanec

We start the week in Paris aujourd hui, meeting Laurent Buanec Emerging Media Manager at MindShare France, who shares with us his point of view from the media side.

1) Which is the digital project that impressed you more this year and why?
The Simpsons Movie. Doh! I saw little yellow avatars everywhere! Viral strenght of this simpsonize-me application has been huge. How many of yours (or friends of yours) put their simpson avatar on their myspace (or any other social networking sites) profile?

Daft Punk: Alive 2007. Clever. It has been embedded everywhere, and particularly on opinion leaders pages. Simple. Innovative. Cool gadget. Fit the target. Fit the "product" environment. Plus this concert was brilliant!

DIesel Heidies. And not to be a crawler! That was the ultimate interactive experience. Some never done before. Fun & sexy. Completely matching the audience/target and the brand DNA.

2) In your job, which is the most important thing you learnt this year?
This year more than ever I 've learnt to manage the "Employee of the Month" effect. Myspace, Second Life, Facebook ... when you go from struggling to demonstrate potential opportunities of a new plateform, to prevent danger of rushing on it without any perspective, before it runs out of fashion and gets burn or forgot ... all that in a semester.
I've also been witnessing a disruption in advertising landscape. Lines are moving. Creative, Media, Interactive agencies and media houses tend to offer more and more same services. Each one is developping fields which used to be exclusive to others. Imagine, it is a little bit like if some web users become journalists, directors, or even content providers! Looks like cards are dealt again, and not only in the public sphere. To be continued...

3) As a digital marketer/media planner what's on top of your agenda for 2008?
Needless to say "Third screen"/mobile should be on top. Behavioural targeting should not be far. Trying to develop ingame advertising will also be a priority. New research & studies should help.

4) What, in your opinion, will be a killer application / key trend in interactive marketing in 2008?
Once again, mobile marketing should reach some new levels. It might not be fully developped and accessible by all, but new metaverses should appear, and with them new perspectives. I will definitely follow the launch of HOME by SonyPlaystation, which could make a SecondLife look like a Commodore C64 (with all the affection that goes with it), and maybe the Google one based on GoogleEarth, if ready in 2008. After all the beta, and new competition coming, IPTV and WebTV might also be a hit.

5) Which bookswould you give as a Christmas present to Adverblog's readers?
Pick one of these, or you know what, I feel generous take them all!
Brand Sense: How to Build Powerful Brands Through Touch, Taste, Smell, Sight and Sound by Martin Lindstrom, Creating Passion Brands by Helen Edwards and Derek Day, Wikinomics: How Mass Collaboration Changes Everything by Don Tapscott and Anthony Williams.

Comments on this entry

I was really impressed with the Simpsons Movie. Especially the 7-Eleven deal. We were involved in it all as we created some flip books for the film... which was also a kinda cool, innovative way to promote the film.

Posted by: jeff at December 19, 2007 03:55 AM


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