Issue link: https://digital.copcomm.com/i/100015
more meaningful than getting in front of lots of people who may not engage after the fact, whether its thousands or millions of people.��� MITCHELL: ���I think the consumer is much more savvy. When a campaign goes viral, it���s because it���s amazing. That doesn���t happen with shitty stuff. Campaigns go viral, not because the marketer makes them go viral, but because the consumer makes them go viral.��� OPPORTUNITIES: MAITLAND: ���We [are seeing] more and more that we are able to open eyes more easily. Clients come in for one thing and realize, ���Wow, we can do other things.��� Not because we have the power or structure to do it, but because it aids their narrative and their message. For the coming year, I see a greater drive toward new media and messaging. It���s not just the Fortune 100 companies. John Q. Law Firm can do it, as well as Coca-Cola. For us, it���s about wherever there is a screen, we can put a story on that screen.��� MITCHELL: ���The way technology is going these days ��� clients come in with these grandiose ideas ��� we can figure out how to do it. There is almost no ceiling as to how or where you can get message out. It���s as big as you can dream.��� THREATS: MAITLAND: ���I don���t see threats. IP is always a consideration, but at the level we are engaged, so far it���s not been an issue. Outside of the usual thing that���s been stated for years now ��� budgets ��� the bottom line is a concern.��� MITCHELL: ���A lot of clients are still under the impression that it���s cheaper to do because it���s online and not broadcast. I think they are getting more educated ��� knowing what that money is going to get you: there are designers and coders. We are from the mindset here that if you have awesome idea we���ll do whatever it takes to get it done, within reason.��� OUTLOOK FOR 2013: MAITLAND: ���Next year, traditional work not withstanding, I think there���s a lot to be done in the mobile space. Motion content for devices ��� but not in a static way ��� and content associated and embedded within the application. As an app developer, I would love to see less fragmentation in the Android space, but I love the competition between the Android OS and the Apple���s iOS. I would love to see Research In Motion come back strong. I would love Windows Phone 8 to come on strong. I would love to see the Windows ecosystem catch on because there are a billion installed seats. It���s better for the marketer and for us.��� MITCHELL: ���Because of the recent election, there���s going to be a lot more participation in the healthcare space when it comes to apps. I think that���s exciting. I agree with Jan about the patent wars: it makes more work for us because we have to develop on different platforms, but if it makes it more universally acceptable in the end, then we will do it.���