The final speaker was Jon Vlassopulos from skyrockit, who talked about his desire to reinvent the agency business as morel of a collaborative arrangement.
Vlassopulos spoke at length about the development of branded content and its evolution beyond, such as the Zippo lighter iPhone application that skyrockit created. Next, you will be able to buy your favourite skin for your virtual Zippo lighter, and that won't be the end of it for Zippo as a digital brand. They also created applications for detecting ghosts for a television program, and a an app to remix a Fifty Cent song in conjunction with Vitamin Water (which went to number one on the App Store).
Amongst the various pearls of wisdom, he pointed out that the shifts in the future will be fast and brutal, but the opportunities will be huge, as long as you have skills to be a relevant provider and participant in the new world.
And while the consumer wants free, free will only create more content and more clutter and more of a need to cut through. And creators will pay dearly.
The consumer has control, and you need to focus on serving them and partnering with them to create brands. If you do they will be loyal in a way you can only dream about.
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