Tuesday, September 22, 2009
It’s a been a wonderful road watching technology, marketing and social communications evolve on the web over the last 15 years, and it’s been fantastic & exciting being in the thick of it and running my own consultancy for the last 4 years. The last 24 months in particular have been a great journey as social networking tools have come of age rapidly. Seeing companies take the first steps in marketing and DWC (direct-with-consumer)/ social communications in this new hyper-connected reality has been a thrill to watch and participate in. Communications is changing, but at the same time the need for sound strategies, counsel and ideas remains as important as ever to navigate the waters and integrate properly. Social communications is not just outreach and PR; it is part of a larger digital experience with many touchpoints and needs based on standard business objectives.
I have of course focused on the strategy-side of the equation, and in analyzing changes in communications in the digital space. Another part of the digital coming-of-age is having brands move forward in usability and interaction in the online arena to take static, brochure-ware sites to robust, intuitive, user-centric places that continue to evolve and deliver results. Delivering rich creative experiences and personalized programs has started come into its own as clients are willing to invest more of their budget in new media as the value continues to be shown, and not being present becomes a competitive disadvantage. It’s been wonderful to see happen.
I truly believe that Experience touches *everything*: Interfaces, Interaction, Collaboration, Connection, Technology, Relationships, Creative, Information, Service, Engagement, Accessibility, Community…
Currently social media is on the cusp of becoming standard in anything digital, and incorporating digital and social communications with user experience design and solid, engaging creative/ content from the ground up is something I am truly excited about.
One of the best Experience Design agencies out there is Toronto-based Teehan+Lax, with a stellar and incredibly talented team of Associates and amazingly smart Partners (and I don’t just say so myself ;)): Geoff Teehan, Jon Lax, Jeremy Bell & my old partner-in-crime from my MacLaren McCann Interactive days on GM Canada, Dave Stubbs.
In my view, a combination of strategic planning, digital marketing, social communications and user-experience/ interaction design results in a truly robust, meaningful experience that is people-centric and grounded in *business reality*, including insights and analysis that will continue to drive innovation. It’s a natural extension of the way digital and social is moving: doing what’s best for business *and* the public, and doing it as a cohesive unit from ground zero.
Joining Teehan+Lax as Partner – Strategic Consulting makes perfect sense to me. Building this Group to aid clients in strategic business planning, including tapping into social media and mobile marketing & applications, is an exciting challenge, and my vision is to enable Teehan+Lax to provide sound business intelligence and planning capabilities, as a stand-alone offering, or fully integrated with their best-in-class user experience platform and program capabilities to drive business and communications results for clients.
I’m looking forward to the experience and the journey.
[the official press release will go out tomorrow & I'll update this post with the link... but we decided we'd let the social sphere get the scoop first :)]
- Wildfire SM will not be accepting new clients or projects, although I am happy to discuss new relationships with Teehan+Lax. Any existing relationships will be bound by the same terms as initially agreed to in the contract. If you have any questions give me a shout, I’m happy to talk.
- As of today the www.wildfirestrategy.com domain will re-direct to this blog. The blog will still remain (3i) innovate. integrate. ignite. Because that’s my philosophy towards marketing and it applies fully in this new context.
- This blog will change look and feel over the next couple of months, but everything feed related etc. will remain the same.