How to persuade clients to take creative risks?

Pat Fallon shares his thoughts on how to get your clients to take creative risks: “Taking risks is part of our business. One key to persuading clients to take a risk is tightly aligning strategy with the creative approach. Although some observers think advertising comes down to crazy people sitting in a room brainstorming, strategy isContinue reading “How to persuade clients to take creative risks?”

Compass over maps

In one of the best talks at this year’s TED Conference in Vancouver, Joi Ito (Director of MIT Media Lab) said the following: The idea is that the cost of writing a plan or mapping something is getting so expensive and it’s not very accurate or useful. So in the Safecast story, we knew weContinue reading “Compass over maps”

Share rate. The best way to measure how content spread

Why you need to look at the share rate rather than views or shares to measure whether content was actually shared online successfully.