Jonathan MacDonald

Great talk at the FOM conference, it has me thinking a lot about where we go from here. A lot of what you talked about is great stuff, the shift in communications models and the need for individual segmentation, I am not a number etc, but the challenge now is how do we implement this is in a creative way for our clients or users.

From the response at FOM most people within the industry seem to understand the need for change, but how do we get this out into to the world, the obvious way is to start building and developing with these principles in mind, however how do we engage the money men to buy in to this if we are coming from the agency angle? How do we sell in the commercial benefits of this shift in thinking?

Given the current economic climate many companies are not prepare to "risk" working on innovative/new projects, they would rather stick with what they know, understandable as this is, as a digital evangelist I find this hard to accept, now is a great time to try something new, costs can be controlled if that is the main issue - but I keep coming up against the "no-one got fired for hiring IBM" attitude...

Just some thoughts.

Great insight. Watch this space for an update shortly on what happens next.... :)