Author Archive

Roundtables #csdam – Pricing the Value of an Idea

By tobiasgaertnerPublished: December 6, 2010 at 20:50 Tags: , , , ,
For the last couple of years we are facing an increasing pressure on rates. We are talking about hourly rates. Because that’s how we usually bill our work: On an hourly basis. Let’s face it: There are now two pitches to win a client. The first pitch is to the marketing team. That’s where the ideas count, the way they are executed into the different channels, how well they solve our clients problem. Before we pop open the bottle of Champaign to celebrate our victory we are introduced to the procurement team. They have a totally different agenda. They want to buy our...
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Experimenting with HTML5-Banners

By tobiasgaertnerPublished: October 14, 2010 at 07:39 Tags: , , ,
When we began working on our iPad ads (see: Building Advertising on the iPad) we of course needed to understand the possibilities of HTML5. We are aware that it will not immediately replace Flash, or maybe never will and just be an additional technology. But it has some features that are worthwhile exploring a bit deeper. Plus: Since flash is not working on the iPad, nor the iPhone, ads displayed when surfing websites are usually GIF fallbacks or just plain JPEG files. Wasted impressions - and this number is growing every month with the number of iPads sold. So...
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Building Advertising on the iPad

By tobiasgaertnerPublished: September 16, 2010 at 08:22 Tags: , , ,
When the iPad came out it was immediately seen as the ultimate device for "publishing". So it would not be long until magazines/publications would include advertising. But what we saw so far were just print-ads as JPG stills, maybe enhanced with video that was streamed from the net. When offline, the "interactive" video-ad is just a print-ad on the iPad. Boring. So we began to think about how ads on the iPad should work. Since we are at the beginning of a "new era" we had no guidelines to follow...
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Creative Social San Francisco – St. George Spirits Visit #cssf

By tobiasgaertnerPublished: December 8, 2009 at 09:50 Tags:
After a day of meeting and talking to people that only do the stuff they really love doing (Blue Bottle, Pixar, as well as Brad and Michael the day before) there we were, right in the middle of the old Naval Air Base of Almeda facing the skyline of San Francisco to finish of our second day of inspirational insights. Lance Winters And the first thing we hear from our wonderful host  Lance Winters, even before welcoming us to St. Georg Spirits was "Please...
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Socialism is Great – Growing Up in China

By tobiasgaertnerPublished: November 21, 2008 at 04:53 Tags: , , , ,
The session with Lijia Zhang gave a fascinating insight into growing up in China from two different generations.  On the one side there was Lijia Zhang. She was born in Nanjing and started working in a missile factory at the age of 16. Her mother retired early to secure the job for her (there was a time where such a program existed - parents retire early and give their jobs to their kids). The family was really poor. Sleeping in the same bed with her brother and her...
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