iMedia Connection: You will be participating in the iMedia Breakthrough Summit's Cutting Edge Marketing & Innovation Stories session. What do you plan to bring to the table, and why should your fellow marketers tune in?
Renny Gleeson: I'm hoping to talk about PIE [Portland Incubator Experiment], our technology and cultural disruption accelerator. It is an ongoing experiment by Wieden + Kennedy, partnering with the local technology scene (entrepreneurs, developers, coders, etc.) to create an environment for business acceleration and cultural disruption. The results can be in the form of new companies, events, experiences, you name it.
iMedia: Good point. So what social media channels are you finding most useful, from a marketer's standpoint? Anything you're already so tired of that you're ready for it to go away?
Gleeson: Well, no. There's nothing I wish would go away, other than everybody's overwhelming reliance on Facebook as a platform. I wish the whole operating system landscape would hurry up and shake out, because it's kind of a pain in the a**. The whole question of which do you use, Facebook or MySpace? At the end of the day consumers are going to use them for what they want to use them for. Just because it makes my job harder, doesn't mean I want either of them to go away.
iMedia: In a former life, you were a game developer. Are you still a gamer? Have gaming companies fully taken advantage of marketing opportunities, or is this an area (like Facebook, perhaps) where people are there for a purpose and advertising just becomes intrusive and annoying?
Gleeson: Oh, I'm still a gamer. All platforms are wonderful, but I currently use an Xbox 360. I think Xbox 360 is a social platform. And not just because of the Facebook/Twitter integration, though it enables it even more. Another interesting thing is... at one point, people were looking at Xbox as its own social network, separate from Xbox Live. I think the power of it comes when it inter-operates with multiple social networks and it allows you to express [your identity] as a gamer to other individuals. I think everything is becoming a social net. Xbox 360 is one of them; I think [the category of] mobile devices is another one.
iMedia: We did an