Which brand made the best use of new media? How?
Doug Schumacher, Basement, Inc.: Microsoft, just because it puts its money where its mouth is, in terms of its online spending ratio. But Diesel had two campaigns this year that I thought were exceptional: "We hijacked Diesel" and "Denim Dating." Most companies can't fathom taking risks like that with their site, but Diesel does it and makes it seem effortless. They sell a progressive image, and lead by example.
Glen Sheehan, T3: Burger King has been a clear winner over the last few years and continues to be committed to using all modes of new media against a wide array of its targets. Its BKGames that launched in late 2006 continued selling and getting in the hands of gamers in 2007. Its tie-in to the Simpsons movie was a breakthrough. Its experimentation with mobile and activation of just about every program with new media proves online media can drive offline behavior.
Which brand, in your eyes, missed an opportunity?
Schumacher: The brands we're not seeing anything from online.
What industry made the best use of interactive in 2007?
Sean Cheyney, Accuquote: Entertainment and CPG.
Sheehan: There are three industries that have shown great commitment to new media, each achieving very different objectives. The auto industry drove consideration and relation; the fast food industry created affinity and awareness, driving consumers to stores and the entertainment/film industry drove buzz and patrons in seats with an array of tactics.
Schumacher: The music industry. Collectively, they try it all. Interactive music videos, sites that are all brand experience and everything from mobile to widgets. It's interesting that an industry so many regard as xenophobic is at the forefront of emerging technologies.
What was the biggest shake-up on the brand side?
Sheehan: The shake-up is not really a brand, but more a category -- the pursuit, consolidation and acquisition of ad serving companies by the likes of Microsoft, Google and Yahoo!. The shift in publishing companies owning the primary data systems for delivery and targeting of our messages is like nothing we have seen in advertising. It will be very interesting.