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Un monde fou19/03/2009 - par Mark Tungate
A friend of mine is moving to Singapore. He runs a small publishing company in the South of France, making glossy customer magazines for luxury brands. But business in Europe has dried up, while there is still demand in Asia. My friend cannot convince European clients that this is the time to innovate if they want to stand out. He has tried to tell them that, even if they don't want to spend the money to produce a real magazine, a spectacular digital magazine could do the job. No dice.
On that score, I'm enjoying a TBWA project that originated in the agency's Berlin office. It's called the MAD blog (mad-blog.com). MAD stands for Media Arts and Disruption. As well as bringing together the agency's two guiding philosophies, it is a new take on the internal newsletter. As you know, most corporate newsletters are as dull as dishwater. They accentuate the positive, varnish the negative and are usually censored by the CEO.
But MAD is a sort of external-internal newsletter. It includes case studies that have nothing to do with the agency and it invites external writers to take part (full disclosure : I've helped to edit a couple of articles). Sure, it includes a great deal of TBWA stuff : but when rival agencies want to contribute material, you know you must be doing something right. Even TBWA seems a little surprised by the enthusiasm its blog has provoked. That's what happens when you innovate in dark times. People are grateful for a spark of light.