Ed Martin writes:

Fay also supported a change in traditional metrics. "You can't have five different strategies," she asserted. "We're still in a phase where a lot of people feel that their campaigns are very integrated as long as everybody is sticking to the same time table and targeting the same audiences. In reality if you want a true holistic strategy that is all about the consumer, somebody has to own the strategy. There is a lot of confusion about who should own the strategy. What is it when you create a community on MySpace? Is that a creative strategy? Is that a media strategy? I would argue that it is both of those things together."

I am interested in this marketing campaign from Campbell's, to raise money for the American Heart Association's Go Red for Women campaign, which intersected with ABC Daytime's three soap operas through storylines dealing with heart disease and the Go Red initiative. It's interesting to see how companies are continuing to innovate how campaigns are handled and weaved into creative programming. See, for instance, this 2005 post about PSAs as product placement in soaps.

I've been seeing a number of references to the new MTV show The Paper, and, no, not all of them are from our partners at MTV Networks, either...See this post for an interesting dissection and description of the show's central character.

Awhile back, C3 alum Geoffrey Long sent me a link to this site, which is a standalone advergaming site. Geoff wrote in his note, "The advertising component and the 'win travel prizes' seems to be fairly well thought-out. I've only glanced at it, but the idea that you might be able to win Frequent Flier miles through casual gaming is intriguing."

Finally, if you haven't yet, see MySpace's Data Availability, and this Fleishman-HIllard blog, both of which folks forwarded along to me and which I found worth reading.