After a very long lunch, and having missed the IM Panel in the main room, I listened to Bridging The Media Divide

2:30 pm - 3:15 pm: Workshop: Bridging The Media Divide
        Moderator: David Kirkpatrick, senior editor, Fortune
        Dr. Saul Berman, Partner, Global and Americas Business Strategy, IBM
        Carla Hendra, Co-CEO, Ogilvy North America
        Doug McGary, President, The Media Group
        Denmark West, head of Operations/EVP, MTV

Saul Berman talked about IBM's contribution (and there's a paper) and then Carla Hendra (Carla Hendra, Co-CEO, Ogilvy North America) spoke and said it was bold for Oglivy to have picked her to be Co-CEO as she came from a database background.    there's been a giant acceleration in the last year - the way we've been doing it for the last 50 is not working for us now - and everything new is experimental and there's not proof any will work.

We had to get out of the world of Demographics and developed the concept of a "personal circuit" including blogs, personal websites - you have to map those and see what the influence.   Clients want our services but they want something new, different.  It's an exciting world but one that you have figure out.

We've seen a definite migration shift out of television buys and into many other options.

We have an example - not a 5 million dollar ad but a 50,000 ad for Dove Evolution that got downloaded several million times.  50,000 dollars is not a lot of money to spend but then again, I don't know how we're going to make money on that spot.

Doug McGary, President, The Media Group - money is being shifted across media buys.  Interactive Video on Demand - we have a 3%-4% take rate on 20 million households that have access (that's 3%-4% take rate of those who are watching).

Denmark West, head of Operations/EVP, MTV - we still see a significant amount of our revenue coming from advertising but it shifts but the demand does not go away.  We do have "virtual worlds", including Metropolis, and virtual world have proven themselves as a business model. 

Virtual Laguna Beach - network and connect with the brand and talk about it with their friends and meet on "the beach".

David Kirkpatrick, senior editor, Fortune - we just fired 300 people even though we're making a lot of money because Wall Street wanted us to invest in the Internet (not sure I got this right , home I did).

Dr. Saul Berman, Partner, Global and Americas Business Strategy, IBM - we have to invest in  areas that have the promise to grow and take away money from Cash Cows.

Carla Hendra - no one knows what "social media" actually means. 

Facebook actually has security.

Google - is it a media company?  The nature of media is changing and if you change description then Google has entered the value chain and continue to grow bigger.

We're in a big "de-siloing" exercise currently and it's messy still. 

To a large degree, you need to tailor and change your model as you move from platform to platform, etc - often meaning, today, that different people need to work on the campaigns for each platform.