Izzy Dead?

I keep reading that the role of creative director now lies in everyone’s hands. With the advent of apps and the advances in social media, it’s like everyone has become their own publicist and their own creative department.

Creativity, in its simplest form, is the art of contrasting existing ideas in an original combination to generate something new.

On Wednesday, Facebook announced it was buying Masquerade, a super-popular app whose technology lets users virtually swap faces and apply other special effects to their selfies and videos, much like the filters available on Snapchat.

So, what does this mean for marketers and creative directors?

Well, first-of-all, clearly-chances are slim that the Masquerade-pro will trump the creative director who thinks more strategically about your business needs.

Having said that, on the Masquerade blog, the CEO Eugene Nevgen said: At Masquerade, we’ve worked hard to make video more fun and engaging by creating filters that enhance and alter your appearance.

Granted, right now, like me, you’re probably thinking “Our audience (business, followers, etc.) wouldn’t care about this—there really isn’t a tie back to what we do…”

Here are 3 ways that make this emerging media relevant to you:

  1. Real-time video communication is quickly growing in popularity. In 2015, the number of digital video viewers in the United States surpassed 200 million. And that’s not just amongst Millennials. Granted, the age range of 18-34 has consistently watched more video than any other age group, the number of minutes spent watching digital video amongst those aged 50 to 64 years has increased, from just 9 percent in the second quarter of 2012, to 19 percent by the second quarter in 2014. (Statista.com, 2016)

But that’s video – what about Real Time Video – how will that apply?

2. It applies already. Companies like KUIU are using real time video to answer customer questions in real time, and to create events to demonstrate the set-up of one of their products.

3. The technology Masquerade uses, while proprietary, is an accumulation of knowledge that has informed their algorithms which solves the problem of face detection and tracking.


It’s genius, really.

Add what they will accumulate to the world of Big Data and just imagine how that might influence customer service applications in the future?

Warby Parker will already know the shape of your face and could recommend glasses that fit your style and your face. Heck, why mail you the glasses, when they’ll already have your face on file?

How much you wanna bet TSA will have your face in a hologram when you check in at the Airport?

Who’s to say what will happen with security anywhere?





Is it just me, or does everything look like it’s Integrated and Emerging?

Perhaps this goes without saying, but Emerging Media seems like just one part of the Integrated “puzzle.” Everything related to the Internet is emerging and integrating. From the social media platforms, to the way we do business, to the way we expect our laptops and operating systems to serve us.

Take for example, the latest update to the MAC operating system – El Capitan, which was released on September 30, 2015. In the simplest of explanations, the update allows you to split your screen, so you can conveniently multitask from the same space, easily personalize your toolbar by super-simplifying the way you “pin” your favorite sites to it, and there’s even a platform that helps you take better notes, like Evernote style.

Consumers don’t even realize what we need until our technology tells us, and by-golly “they” seem to have it right!

Amazon is credited with first figuring out what “customers like you also bought”and helping us with our purchasing decisions. But underneath the innovation and code that serves up these options, is CEO Jeff Bezos philosophy that the customer is always first. So much so that he makes sure that customer convenience is at the center of everything they do and that personalization, trust and proactively offering solutions are all integrated in the way they think about servicing their customers.

According to the Forsee Experience Index Report (FXI), in 2013, “Amazon stands at the top of 100 globally-known brands across seven major industries for best customer experience.”  (Parature, 2013)

They clearly got it right.

From an Integrated Marketing and Communications perspective, if we take our queue from MAC and Amazon, strategically thinking about emerging media can help us to serve up content to our customers in a way that is convenient and personalized. Marketing Automation gets us half-way there, Periscope can be posted to Facebook and Snap Chat can be saved for other platforms. If we continue to strive for getting-ahead of even the newest of these tactics, we’ll be providing content on an emerging media platform before our customers even realized they wanted it there.

Then, I think, we, too, will really have it right.