The Digitas New Front 2011: Pipe Dreams/Pipe Reality

Today’s theme for The NewFront 2011, “Pipe Dreams/Pipe Reality” was deliberately themed. It’s hard to deny the seismic shift between dream and reality as related to technology, content and social media.

In just the four short years since Digitas held our first NewFront Conference (or 1,460 days), we’ve seen:

• Social media become a powerful force for consumers, brands, and content creators
• Social has led to political change in Egypt.
• Content has become portable. Content can now be consumed anytime, anyplace and at the fickle hands of anyone.
• Our dream of having live events have an interactive component has become a reality. The reality is not only are they live, but they are alive and active.
• The dream was that original content would live online. The reality is not only does it live online, they’ve made a permanent residence in our living rooms and in the palm of our hands.
• We’ve seen YouTube creators build audiences larger that television shows.

The “Pipe Dreams” of converged and co-viewed content are now “Pipe Reality.” This is a fortunate challenge.

 Mark Beeching, Worldwide Chief Creative Officer for Digitas

Mark Beeching, Worldwide Chief Creative Officer for Digitas, who kicked off The NewFront encourages us to take on this challenge by seizing and shaping opportunities together.  Allow audiences to become the executive producers of content of everything we do. 

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