The PepsiCo 10 is a two-day event, today is day two, where an invited set of tech companies get a shot at presenting their ideas to the company.
Here's how they describe it.
"PepsiCo will to bring together PepsiCo brand marketers, venture capital and media partners, category specialists and thought leaders for a two-day idea exchange on media, communications and technology.
The group will assess presentations from 20 finalist entrepreneurs and choose the PepsiCo10 from among them. Up to 10 entrepreneurs will be named the PepsiCo10 following the Summit's end and offered the opportunity to pursue a pilot project with a PepsiCo brand team.
In addition to entrepreneur presentations and judging, the PepsiCo10 Summit will include keynote addresses from top media, communications and technology visionaries."
As you can see from this video- the initiative is being driven by Pepsi's media, social media and digital technology guys.
It's interesting to see a brand make such direct moves and it's not doing it alone- helping them are; Mashable (for the coverage carrot) and Highland Capital Partners (for that all important cash).
Clearly there's a lesson here for agencies to find forums and opportunities to bring the best external thinking in the rapidly developing tech space to their clients attention
Posted by Ed Cotton
"Conceivably the next great media company will be all spokes and no hub. It will exist as a constellation of connected apps and widgets that live inside other sites and offer a full experience plus access to your social graph and robust community features. Each of these may interconnect too so that a media company's community on Facebook can talk to the same on Twitter.
Facebook might be the first venue where this starts. It could become a mini news reader for millions who don't care about RSS or Twitter. Over time this may obviate the need to create large news sites. It's easier to create a rich interactive experience there than start a new news site and hope that people come to you. They won't have time to find or visit."
The implications of Steve's suggestions are significant.
If media companies don't have websites, what's the point of any brand having one?
Is the future all about applications and ideas that lock brands into social media?
If so, this will have huge implications for digital agencies who will no longer be needed to build web experiences and sites.
The bottom line is if you are an agency and you aren't playing in social media now and adding value to your client brand's experience, you are going to be in trouble.
Posted by Ed Cotton
While this might not be the whole story, it's a big part of it.
Posted by Ed Cotton
(4) 
A have a couple of thoughts on this.
1. It's almost as if we cherish these icons as perhaps relevant relics from the past and revel in the irony that we are installing them on an uber-sophisticated piece of technology. "Look what my iPhone can do"- and humanizing the technology.
2. There's value in show. Turning on an application and showing someone you have a lighter or a pint of beer has share and social value. They can be talked about and the obvious joke is that they aren't physical things or they have limited functionality compared to the real thing.
3. It's also about the emotive power of design in the physical world and our desire to hang on and keep a little bit of this. The first software for the iPhone had a calculator that was modeled on the original Braun, the latest version uses the classic HP scientific calculator, both are iconic and in the real world versions.
4. Perhaps if there's one weakness of the digital world, it's hard to experience the sense of "touch and "feel", these applications remind us of the power of the feeling we have in an analog world and an acknowledgment that it's something we are losing.
5. It also serves as a reminder to designers that perhaps the most powerful applications aren't so high tech, but instead ones that stir up emotions and feelings inside us- such as nostalgia.
Clock via Core 77
Posted by Ed Cotton
The concept is all about breaking the original content down into small elements and finding connections between the pieces.
Posted by Ed Cotton
(2) Euro RSCG has already made the leap and others will doubtless follow.
This move has implications for planners, as demands on them will change considerably.
R/GA has been leading the field in digital development, so it makes sense to take a look at the role of planners at the shop.
Thankfully, Admap covered the topic in May of this year when Anne Benvenuto, Vice President of Strategic Services at R/GA explained the agency's planning system and approach.
The shift is driven by the variety of client needs that R/GA deals with, these range from campaigns to programs and experiences. Each of these had different demands from the perspective of channels and insights.
Beyond the client needs, R/GA is set up differently from a conventional ad agency, with an extended creative team (a "Creative Hydra), which includes both an interaction designer and a tech head, in addition to the "traditional" copywriter and art director team.
The planner's role is to deliver insights to help the team in the creation of brand interfaces and experiences.
The UI and tech heads have critical roles to play, in respectively crafting the experience and defining and developing the technology to make that happen.
This enlarged team places greater demands on the planner, who needs to ensure they equip each member of the team with specific and relevant insights, as well as an overarching cohesive thought.
R/GA looks for its planners deliver insights on four dimensions (perceptions, culture, behavior, technology) and a singular idea that links all of them all together. It's clear, that unlike most ad agencies, at R/GA, media and channel behaviors are also included in the line-up.
This leads to briefs that are both simple and complex; allowing the team to see both the single-minded 30,000 ft idea and drill down into the detaled and specific insights that drives the idea.
R/GA's model marks a significant departure from "planning as usual" approach and reflects the dramatic change that adding a tech head and a UI person to the conventional creative team makes.
However, much more than these personnel changes, it's all about agencies thinking about client’s long-time needs, rather than just short-term campaign requirements.
Quite simply, it's all about ad agencies helping brands to continuously connect with their customer base, by adding programs and experiences to the mix and this big shift presents a brave new world for ad agencies and their planners.
Posted by Ed Cotton