Verge: The OgilvyOne Digital Summit 17 June 2004

The 30 second television ad is dead! I’ts the cornerstone of the advertising industry and the media buying has been the basis of the advertising business model. Unfortunately, the mass audiences on which these ads depend no longer exist and the cost of reaching the ever-shrinking viewership is constantly rising.

In response to this crisis, OgilvyOne has held a series of conferences called Verge to talk about new ways of reaching audiences. These conferences explore new technologies and ideas for attracting customers rather than interrupting them. It is part of the experiential marketing movement—one of the main themes of this blog.

Thanks to David Polinchock at Brand Experience Lab, we were among the presenters at the first Verge conference held at the Guggeneheim Musem in New York City. We presented two experiments: Name Poetry – an exploration into one-to-one marketing and Culture Map – an interactive map based on Geert Hofstede’s research on cultural values.

The above photo shows someone using our name poetry piece which was positioned under the stair in the main rotunda of the Guggeneheim.