Maurizio Goetz

The Internet has dramatically changed all areas touched, it happened with music, with tourism has happened, has happened with the publishing, why should it be different for advertising? I know that agencies do not like this, but also manufacturers of coaches did not like the advent of the car.

is a little 'what is today in the conference ermerso IULM - Maurizio Goetz

• I look forward to see what will happen to accountants - Accountant from iPod
• curious. and that there were answers to this question emerged? - marketer
• I'm not agree because it seems that so called "Internet" has changed something. And 'the digital has changed and is changing the world. Everything that is not "power" can be transformed into numbers (even the buttons and switches), all that can be converted into numbers can be implemented on a chip (which can be "printed" in billions of pieces), all passing in or out of a microprocessor can be sent in a line and then on the Net You have only touched a small part "massacred" the coupling Digital / Network. The fund has taken a blow of Photography deadly and want to talk about the mechanics under the house? We have gone professional because of digital. The Palaces of Jobs? Once all passed through their hands and could not get a fly without their permission. Now go around the net, in the corridors there are sensors that detect non autorizzatti gates and Boss have video and make it appear the gates at the entrances of the photos allowed. No one is safe with the computing power and speed of bandwidth and storage capacity, you people even professionals. (And there was need to do a conference for all this?) - Yeridiani
• This really has emerged, Mauritius? - Iabicus
• Paul is in part, there was talk of risks and opportunities of crowdsourcing, but it is perceived that there is still not saying a rejection, but little desire to experiment in the agency. Despite this I really appreciate your criticism that I find very relevant - Maurizio Goetz
• Daniela Ferrando has made ​​a good summary that I will publish on my blog - Maurizio Goetz

• Lombardi said that the biggest risk is that crowdsourcing will turn into a major procurement, if so it would be really a missed opportunity - Maurizio Goetz
• I'll wait the synthesis of Daniela, for here we run the risk of simplifying the issue and fall in love slogans. - Iabicus
• In fact, the risk of trivializing it is very high - Maurizio Goetz
• The debate, however, must go on in other areas, we have just begun to put on the carpet the problems - Maurizio Goetz
• The crowdsourcing however, is not the solution to all problems ... it is one of the things that authority can be used in appropriate circumstances ... and advertising is not dead, at least until more than half of the Italian Network is ... ;-) - roberto
• exactly the crowdsourcing is a way but it is not the solution to all problems. As explained by Stefano Maggi, you may also utilizzatato agencies, which are always necessary. - Maurizio Goetz
• I knew this morning that Roberto was hiding somewhere. - Iabicus
• The next event will be Feb. 2 at Bicocca University - http://tinyurl.com/yj2f7oq - Maurizio Goetz
• we shall speak of Crowdsourcing and Tourism - Maurizio Goetz
• certain advertising is not dead and I think even the extinction risk. Change the way we communicate and even some tools. This morning have been explored areas of light and shadow, is to find a BALANCE. Crowdsourcing exists and can not be ignored, how to evolve? We are still in flux. - Cliry
• We are all too involved to see things clearly. It 'clear that advertising is not dead, it's years since you say it is too important an industry, but advertising is no longer what it was before. He is now trying to change the skin and we will succeed. - Maurizio Goetz
• Robert, this morning, while you were there to talk about was holed up in an office to do ... ;-) Usual digital project budgets and time to just acceptable boundaries of reality. But is being a pretty Robina. - Robert
• Eg. crowdsourcing is not needed when a company wants to change position ... before you go to the new reality, then only when it has been metabolized, you can ask people ... - Robert
• It depends, Roberto, crowdsourcing is a way that has many complex aspects, we are talking about participatory communication, co-design, collaborative innovation, and different things to each other. For this you need to create new forums for debate where to get off even more in detail. - Maurizio Goetz
• I remain convinced that if the advertising reversed course, it's done. TIE. hello friends, forgive the spot. good night. - Iabicus
• However, it is one of those things that throw sand in the classical model of the agencies. And customers can use crafty to cut further remuneration. No wonder a world often so conservative as that of the agencies look the other way - Robert
• ... Not all eyes turn - Cliry
• Paul now you're thinking in slogans, it would be nice if it were as easy as you paint. At this point you should say and not as the only thing. - Maurizio Goetz
• You're right Bob, what you say Lombardi of Young & Rubicam said it very clearly, this is a risk, but the biggest risk is that the agencies do not comply in some way to market changes. - Maurizio Goetz
• We tried not to celebrate the crowdsourcing, but to approach the subject by making several contrasting opinions. It 'true that there are lights and shadows. - Maurizio Goetz
• are Daniela (qlla synthesis). I think that will serve as a reminder, as a springboard for a discussion much more alive. "Stay open". - Daniela Ferrando
• @ Daniel I am convinced. The wait for that too. But without putting pressure - Stefano Maggi
• Stay Open means above all do not fall in love with ideas - Maurizio Goetz
• should appear tomorrow! - Daniela Ferrando
• Mauritius, forgive me. It was a joke. Let's not too seriously, please. This morning I think I said what my thought. The mine and not that of who pays my salary. I wrote 222 pages that tell how and what. I'm not used to thinking in slogans. People who were in the room that they understood and appreciated, judging from feedback I've received in the afternoon and continue to receive. Augh. - Iabicus
• I also loved, all reports, but I have to remember that the debate in the world of agency is absent, Paul you are an exception, not the norm. Why you can not involve more agencies? - Maurizio Goetz
• In the U.S., has created a debate to Advertising Age, the agencies have done introspection and many of them have profoundly revised their business models - Maurizio Goetz
• I swear I do not know Mauritius. I think right now we have other priorities. Our discussions may appear sterile and unproductive, and you do not understand that some of the problems they are trying to solve must pass right by redefining the model, learning from discussions such as this morning. - Iabicus
• precisely here. the United States. Therefore, on balance, we have in twenty years. - Iabicus
• I agree with you, criticize and autoflaggelarsi not needed. Those who like you and Lombardi lends itself to questioning should lead by example, others will follow - Maurizio Goetz
• I go to put the kids to bed without saying that tomorrow is that agencies withdraw from the dialogue? - Iabicus
• The dialogue continues and will continue - Maurizio Goetz
• hooray. 'Night indeed. in early. Daniela did not do the smart. Like Cliry. Hello. - Iabicus
• strong temptation of slogans ... but stay open, stay hungry, stay foolish make the ferment that was - Daniela Ferrando
• that there is - Daniela Ferrando
• for who was and who was not here the slide by Stefano Maggi - http://blog.digitalingredients.co.uk/2010 ... - Maurizio Goetz
• close with a question: the wonderful world of BootB and the like, the marketing director plays the creative director to do? - Robert Greenfield
• not "play" - Daniela Ferrando
• It should not be so, but it is obvious that BootB hand and pulls the crowds to grind, but I think that all positions are represented, is not it? - Maurizio Goetz
• Advertisers sell, sell his life dearly. I thoroughly enjoyed the conference today. On the issue there have been conflicting views and incisive. The key word for me is the crowdsourcing opportunities. I think it can be powerful as an opportunity for many actors: young creatives, freelancers, agencies, companies, users. The ethical aspect will be addressed, however, sooner rather than later. For example, young people calling for participation, sharing ideas, we must give something, right? Internet access is free (or hardware / software) for those who participate more actively? For one thing. - Luke Basili from BuddyFeed
• maurizio you know how much I love the web, but I can not incense a procedure that has not only opportunities but also many risks. there are shadows on the agencies I know. the effort to do is not throw the good things of the "past". - Robert Greenfield
• qsto aspect is already out in some very beautiful ideas of today's debate. As I wrote in the summary that comes out tomorrow, "The new paradigm is likely to be interested in the opportunity to also get involved and who loses time from the outside of management, making a reservoir of values ​​of crowdsourcing" - Daniela Ferrando
• God forbid, something that is not let, would be a mistake. We need to value the past and building the future with new tools. - Maurizio Goetz
• nb: @ Daniel's intervention on insight today was my - Robert Greenfield
• A logo, a spot crowdsourcing are not enough to create a brand identity, this was clearly stated by the Sponsor cap, which I think was very objective. - Maurizio Goetz
• @ Roberta: beautiful, you see. How many ideas are weaving the common reflection - Daniela Ferrando
• I am very sorry you had to work today in the agency and not be able to come to Iulm. But I'm facing an interesting debate. @ Maurizio we share links to any other presentations or summaries? thanks - btw a question: there was talk of a new agency model or just an approach? (Er, or to revolutionize agencies "integrate"?) - marketer
• We have not addressed the issue of the agency's future, it would be a specific theme for a conference, we have tried to address the issue of crowdsourcing highlighting risks and opportunities - all materials will be published - we also have the video, but I do not know how it came . - Maurizio Goetz
• Agencies can use them for the phenomenon of crowdsourcing, I do not think that their value is only and only in deliverable creative (graphic and tagline) I guess that advice, the overview, the project of what they sell and the value that keeps them alive. I hope this is because otherwise there is really no good reason why should be saved. If we bring the discussion on the production agencies are split, you are detached from the production ... more ... - ottavio nava
• @ Ottavio, it seems a realistic point of view, balanced. Pre-agency addressing the issue of the future? - Daniela Ferrando
• Also interesting is that the intervention does not become the crowdsourcing (never) slavesourcing to protect the future of all young and promising creative - Michele Ficara from iPhone
• You can not stay away for a moment that you set up all this 3d .... Forgive me but I am convinced that the network has to offer extraordinary insights to enrich the strategies of companies and to measure them. From this point of view, the traditional agencies must shift to more open culturally. As for money, a little smile that makes a world that has squandered its authority by campaigning at no cost, to keep from becoming media centers, all of a sudden you think the ... more ... - Gianandrea by FreshFeed
• @ Daniela The theme of the agency's future, in my opinion, for now, is not to deal. agencies of the future depends inexorably by the evolution of functions and processes in the company. The importance and sensitivity of certain topics (Consumer Engagement) and especially the decisions of certain investments may no longer be the exclusive preserve of the traditional "marketing department". and if you change the audience? agencies are ready for dialogue with other functions within the company? - Ottavio nava
• Agencies must change. And - imho - this for the old big advertising structures requires a deep crisis of individual and collective, then a revolution and restructuring with new figures. Smaller agencies and new ones have a great advantage of starting with a structure and figures already responding to market changes ... We were discussing this morning with a colleague, my agency is young and has already started applying new standards of communication, making crowdsourcing fairly "spontaneous," natural or mechanical without upsetting ways of thinking. - marketer
• Michele @ * the * slavesourcing happens every day in every company that has as an objective one and only the last number in the bottom of the budget and above that number, as a rule, not reinvested and not distributed. the "large groups" of communication are banks, has never seen a bank do not charge interest? I do not think therefore that crowdsourcing can worsen the conditions of the labor market in the "field" of advertising. is obviously only my opinion ... - ottavio nava
• Comment to read later. - M3rl1n0
• I am pleased to share with you this video (a bit old), which made me reflect a lot. it is a speech by Lee Bryant of headshift (Dachis Group) and is called "the 20th century was wrong": http://tiny.cc/0e1C1 enjoy! - Ottavio nava
• Like @ ottavio - Gianandrea by FreshFeed
• seems that the word is not like crowdsourcing agencies. Although he appreciated all the work, I noticed a defensive attitude. I have not read, however, between the supporters and players of crowdsourcing, a threat to the agencies, and I have not seen a new business model that can fully replace the existing ones for a 'crowdsourcing applied in the company see an opportunity in this area in more to achieve goals on time. Among other things, as an agency is ... more ... - Cristina Triola
• http://www.youtube.com/watch ... - ? ® GabryBabelle ®??(????)?
• @ Cristina fully agree. The crowdsourcing is an opportunity not a threat. It is not just communication. It is research (think of the Marketing Research Online Communities - MROC, permanent digital focus groups) or listening to the "users" to understand how to build or improve a product, or the involvement of influencers as "leverage" (a marketing "crowdsourced") . The possibilities are many. Unfortunately, the term "crowdsourcing" is sometimes trivialized by experiences scare ... more ... - Stefano Maggi
• then, all of which were recorded at qlli crowdsourcing EXPERIENCE, qsto point will have had the post-event summary via e-mail in the afternoon. It should also appear on the site asap mtm.iulm.it and maybe, as Maurice said last night, on his blog. I can turn it by mail to those who provide me with a private address - Daniela Ferrando
• In that way we talk about slavesourcing, when today's interns and freelance work in unsuitable conditions in the agency. Regarding the case of BootB who moved on charges of risk of lack of professionalism is remarkable that in most of the same freelancers can work directly with end users and it remains to see if they are underpaid or whether it is better to work as a subcontractor an agency. As has been said the business is no longer in production - Maurizio Goetz
• @ Daniela Ferrando with interest in me, I send you a dm - marketer
• Now I write a post on my blog - Maurizio Goetz
• done - Maurizio Goetz
• music and publishing are still there ... I hope that thanks to advertising will be better ... - Paolo Landi
• It depends on how operators react. The Chinese character representing the word crisis is composed of two elements, one that indicates the risk and the other is favorable - Maurizio Goetz
• and here the case histories of MTM / IULM that originated the event of yesterday> http://www.newsletterplus.it/clienti ... (tell me if the link works, I see that leans newsletterplus) - Daniela Ferrando
• I've also taken Daniela Blog - Maurizio Goetz
• So you can relaunch the debate who was not even that now has some extra element - Maurizio Goetz
• great - Daniela Ferrando
• Should be pointed out to me while I was there and they seem to be reporting the facts in a manner at least in part. The agencies present - assuming, without conceding that these may have been titled or not to represent their respective organizations - I did not seem at all defensive, but only concerned to transfer to young students (we were at a university, let us not forget) the right proportions of the phenomenon "crowdsourcing" in a previous speech was ... more ... - Iabicus
• Paul, for BootB crowdsourcing is a new business model, it is not absolute - Maurizio Goetz
• The opening speech of May was quite balanced and I semba has defined a new role for the agencies. Nobody said that the agencies have died. Not one, but just need to rethink their model of supply - Maurizio Goetz
• The logo is a commodity, must take the lead over the logos was paid hundreds of thousands of dollars. Must go back to paying strategies. Cap also said that a logo or a viral campaign is not enough to create their own brand value - Maurizio Goetz
• I would like to quote this in the intro of my thesis: you can? (Maybe not as the author of the thread will also be part of the jury ) - r0by from iPhone
• Well, I'm afraid that my sentence taken out of context lends itself to be highly contested - Maurizio Goetz
• @ Iabicus: my "vehemently" was admiring was a lot of passion in your argument. Serving the crowdsourcing of terms such as "speculation, manipulation" etc etc no one has censored as it seemed proper return "stay hungry, stay foolish, stay open" and your own observation of crowdsourcing to a lever. The right proportions (in motion) of the phenomenon I believe they are right to be extracted from the debate as a whole, not by the single presentation. I think that for qsto have all your unwanted items. - Daniela Ferrando
• stay open is the key, I hope that the next meeting to talk about advertising is avoided him and invite new designers, videographers, web designers, game designers, all people who engages daily with the "new." - Maurizio Goetz
• The debate is not new - http://www.logodesignworks.com/blog ... - Maurizio Goetz
• the truth is that the great Italian agencies on the fingers of one hand (and take more than 70% market share). the major agencies are still 90 years ... can take the small road dell'innovszione, but the numbers are not comforting. - Andrea T (Axell)
• Small agencies are flexible, agile use technology, work online, working on cost reduction process, not necessariamennte with less quality. - Maurizio Goetz
• This video won a creative festival and was produced with a phone whose cost was not more than $ 100. Bales are that the creative idea must always be expensive - http://www.youtube.com/watch ... - Maurizio Goetz
• @ Prof. context is really suitable to that phrase as it speaks of the thesis topics widely discussed in marketingusabile - r0by from iPhone
• the term crowdsourcing from us you make a semantic error that defeats the purpose of this method; crowd is interpreted as a "group" of people taking part in a project as it should be understood as a "crowd" which may be one or more collaborations on a project / idea / invention, this is enough to see the initiative of P & G to receive ideas from the market ... https://secure3.verticali.net/pg-conn - cannedcat
• @ Cannedcat, you re right. We are limiting to discuss participatory communication, but the phenomenon is much more extensive and covers many other things such as collaborative innovation, the co-design, the generation of new ideas, etc.. - Maurizio Goetz
• Far from saying that it is good practice for all seasons, it has been said on several occasions. - Maurizio Goetz
• I see a risk to the Agency's role as a mere intermediary between the medium and the advertiser, it can be assumed that the owners of the means disposione could make a tool of advertisers (via Internet) through which to place the advertising page, or the spot in programming outputs of the magazine or the issuer. - cannedcat
• In fact, I would like to arrange a new meeting where you discuss the new role of the media center - Maurizio Goetz
• a barcamp? - cannedcat
• not necessarily, even a simple round table - Maurizio Goetz
• you could start by The Méchant Frederick Pohl's War, a book of science fiction (but more sci-sociology), released in '51 and that tells the world a place where the present day masters of the world are media centers that make the war (very dirty) for a budget, it is interesting because you'd be right now, but since Pohl in '51 did not imagine the Internet and crowdsourcing, today perhaps the system is about to melt (or not). - cannedcat
• I am in a media center I have worked and some cracks I've seen some years ago, but it would be worth thinking 360 degrees - Maurizio Goetz
• available - cannedcat
• I remember - Maurizio Goetz
• I have given in the media centers, and I remember how, in the mid 90's, there was talk of making the nerve center of comunicazione.Mi explain: the definition of the target and the most appropriate means of communication should have been pre-development the creative idea that becomes spots in 95% of cases. Unfortunately, the market has more autorovinato dedicating the fight to those who did pay less and, in fact, creating a huge commodity. Cannedcat absolutely right when he redefines the term crowdsourcing. - Gianandrea
• When the centrality of communication ranging from space planning, media centers are placed deep in crisis, because their model cracks. In the future, advertising will always be very important, but it will be one of many possible forms of business communication. - Maurizio Goetz
• Mark Lombardi has expressed his point of view of YouMark http://www.youmark.it/article ... - ZOOPPA
• I looks very nice and challenging. Stay open. - Daniela Ferrando
• What Lombardi is an interesting point of view and very well articolato.Dobbiamo thinking 360 degrees, also entering into gray areas of crowdsourcing. - Maurizio Goetz
• must also take into account that often the agencies (and their people) are not intended effectiveness of the message (the one for which the customer takes out the money), but much more to take a prize in a contest of many in the industry . In short, we are pure art! - cannedcat
• And 'an obsession of the press, an obsession - Maurizio Goetz
• as in fashion. I was reading the CV of the 100 most influential contemporary designers. But, ultimately, all = no prize awarded. - Daniela Ferrando
• The problem is that abstract art is also selling a chamber pot signed by a wise guy, but who pays a commercial would sell faucets, snacks and absorbent - cannedcat
• A technician / worker / artist / designer (call it what you want the profession of who gets his hands dirty), I noticed a gradual depletion in the ability 'to be in sync with the entire ecosystem. Lacking a basic knowledge of the field instruments (and 'just missed the basin from which the fish professionalism') and a profound naivete 'of the most' simple communication tools, seriously. Try to filter a little 'professionalism': I can not take more 'to talk to ... more ... - Cyrus
• you have seen this presentation? not just on crowdsourcing ... ... http://www.comunicazionevirtuosa.com/progett - GiobiCop
• I'm sorry I see it different, what do you mean exactly? - Maurizio Goetz
• Interesting meeting organized by Maurizio. Unfortunately for reasons "operational" I could not be there. Retrieve the 3. The conversation, however, seems to be stuck in a dead end. You are speaking only of agencies and their business models in reference to crowdsourcing. Return to the "medium that is the message" to remember that the crowdsourcing exists apart from the business, is the medium that made ​​it possible, people use the Internet to publish, for ... more ... - Lawrence
• no, not a dead end. There are many streams that flow, and the debate has further moved days qsti waters. There is not a crowdsourcing, there is only one possible response, in my opinion. - Daniela Ferrando
• Certainly. What I am saying is that advertising is proving to be very slow and unresponsive and follow the new course of communication. The new music is changing, television, tourism, information ... I mean everything. It 'obvious that those who have monetized a lot and fairly easy up to now, now make it so difficult to change (see = publishers, record producers, film producers, etc.). The new change is strong and does not depend on the fact that the old actors implement. If not then they will be someone else. The danger is that rather than face the new sabotage it. - Lorenzo