Two experts in the creative field, Alan Schulman and Simon Assaad, reveal how to drive audiences to your campaign.

The consumer-controlled era has taken over. It has changed the advertising business from an exposure-driven communications economy to an engagement-driven economy.

For creative to achieve a high level of impact, it must be more compelling and cinematic than ever before. It has to "wow" consumers with visuals that pull, not push.

The work that innovative companies such as Starcom, Magna Global, Brand New World and Carat are doing to develop new divisions and alliances is a recognition that media and creative need to be more closely aligned.

"The media agencies have all the education and measurement, but what they are lacking is the middle piece," said Alan Schulman, chief creative officer for Brand New World. "They have all of the upfront knowledge of distribution and are out there educating their clients about the platforms. Then, they have the back-end, the measurement."

In today's presentation, two leading emerging creative experts will disclose how they manage to keep their audience engaged.

Speaker Bios:
Alan Schulman is chief creative officer of Brand New World, the "Advanced Media" Solutions agency. He is noted as the "first" creative director to serve within a media services agency where he recently served as senior vice president/creative director of Universal McCann Futures. There he was responsible for the extension of traditional advertising into internet, iTV and wireless media for such global brands as Coca-Cola, Microsoft and Sony. Schulman has been instrumental in developing creative for numerous iTV brand launches and on-demand platforms such as TiVo, iControl, iNDEMAND, TV Guide Interactive, IO and Cox FreeZone.

Simon Assaad is the co-founder and co-CEO of Heavy, Inc., a leading digital media and entertainment company based in New York. Assaad oversees advertising and sponsorship partnerships for the Heavy Networks, and recently launched with Burger King the first "User Generated Branded Entertainment Campaign", generating over 10 million video streams of fan made movies in three weeks. He has lead the company's distribution initiatives, including the licensing of Heavy's content to various platforms in the United States, Australia, the UK, Germany, France, Japan, Israel and The Netherlands, as well as the creation of Heavy Mobile specifically for the exploitation of Heavy's content on mobile phones worldwide.

Note: Our podcast theme was written by Derek K. Miller. Visit him online at penmachine.com.

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Speaker(s): Alan Schulman, Chief Creative Officer, Brand New World; Simon Assaad, Co-CEO, Heavy.com

Format: 44:03, 15.9 MB, MP3