One word equity - genius of just a gimmick?

MCSaatchi launched their 'unique' approach to tackling communications problems last year. They have called this 'One word equity.'

The long and short of it is.....MCSaatchi believe that because the world of communications is too complicated, thanks to that bloody Internet thing, the best way to make sense of it is just to give every brand one word which they can own. And just to prove they aren't copping out, they have a scientific formula that generates your brand's 'one word' and a system to analyse it. Sounds fabulous, no need to worry then I guess.

Genius or just a sales gimmick? You can read about 'One word equity' here, here and here.

MCCA - Best Awards 2007

It's a bit late in the year to be referencing this event, but never mind, it's worth a peruse. You can view the winners from this year's MCCA - Best Awards here.

Cannes Lions 2007

Whilst we were all in rainy Southampton, some of the luckier buggers in the industry were winning awards and sipping champagne in Cannes. All the winners and their campaigns can be admired here.

Nitro - the agency of the future?

You may or may not heard of Nitro? If not, they're a successful small global agency apparently. Here's an interview with Chris Clarke the group's founder and CEO. Nitro has a very different structure to a traditional agency. What do you think? Today Southampton, tomorrow the world!

Cultural Branding

This post is taken from Almagamated, a New York based agency's website. It is a different way of thinking about brands and approaching communications.