Conceptual Development

A former colleague of mine at Critical Mass bemoans the unrealized potential of augmented reality in creative marketing. Augmented Reality is basically using technology to add layers of information over what you view in the real world. Imagine glasses that allow you to access model info and pricing of a passing car or an iPhone app where you can find out where to buy that cute coat that the woman waiting at the bus is wearing by using a camera modification. The possibilities are endless and that’s where Margo’s disappointment lies.

In doing some research for an upcoming white paper on digital listening (plug!) I came across this great SlideShare presentation from Dan Rockwell that dispels commonly held myths about design research. It's a must-see for creative strategists.

Recent consumer research regarding online video consumption behavior combined with production trends expanding beyond the 30-second spot are ushering in a new era on the web for online video. Where once it was thought that the Internet was not the venue for such content, apparently many of us are now choosing to watch longer-form online brand videos and short films. In this 12-minute piece the Schweppes brand only appears twice. The content is an engaging story. It would be great to hear from Schweppes how they measure the impact of this investment on their business.

The New Group has partnered with Lucier Restaurant in the development of the entire branding and marketing package for the restaurant's grand opening in Portland, Oregon.