McCann CIO’s pin ball approach to advertising

Matias Palm-Jensen, formerly of FarFar but now chief innovation officer at McCann, presented his pinball approach to advertising. The old way was more like bowling where you sent your ball down the alley hoping it will knock down as many pins as possible – then you turn your back and walk away. Now things are a lot more dynamic with assets, stories, formats, vehicles, destinations, conversations that then create more assets… and the ball keeps moving. Today every creative idea “needs a digital/social platform”. Fascinating guy with a big job ahead of him at McCann.