Wednesday, December 12, 2007

Le Web 3

I'm attending Le Web 3 conference in Paris.
The first day has been rather interesting about the magic world of the Web 2.0 business.

Well, I have some feelings and not at all positive:
  1. the market is trying to squeeze in a new world an old school model of revenue
  2. this model is apparently not working (see the Facebook awfull move)
  3. no one has any idea on how to make it working
Worst, the boss of Twitter admitted that they have no idea of the future development of Twitter.

So, now, I have some questions and an advice for all of you reading this post:

  1. is a new bubble is behind the corner?
  2. any suggestion to the people in the board of the social network companies?
  3. is the ability to write business plan more important than the ability to design a revenue model?

The advice is : if you plan to buy a house in the valley, just wait a while. Prices may drop down soon.

Friday, November 30, 2007

I said that

I've been very very busy lately and neglected my blog. And today is just a quick post to say: I said that! here and here
Yes, sometimes it's good to acknowledge when you anticipate an event, even if it is not so good for an icon brand.

Apparently, Apple is facing some issue in the troubled european mobile market.

For more:

Friday, October 19, 2007

The times they are a-changin'

Once upon a time, there were icon brands that had never to regret for their strategy: everything they did was ok, at least for many fans.

But today, oh today, nothing is granted for anybody. And this is true for them as well.

Take the Apple recent history: for two times in few weeks, the company went under fire.
The first time was with the IPhone price drop.
The second one was some weeks ago, when Apple released an update to the iPhone that erased programs made by independent developers and caused some phones to freeze up.

Then yesterday the NYTimes published this news: Apple to Open iPhone Programming to Outsiders.

What impressed me was a comment from a Gartner analyst, Michael McGuire, who said that
"the developer kit came as little surprise and that Apple probably had planned one all along".

Now, if this is so, why the hell they did not announced timely?
If what Steve Jobs say is right, why they did not announced when launched the IPhone?

On the other side, if they did a misjudgment, why do not just acknowledge?

Companies do not longer live in an ebony tower.

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Tuesday, October 09, 2007

A share over 600 usd

(Screenshot image with Paparazzi)
Yesterday I was reading the New York Times online Tech page and was amazed by this consideration: in the same page, there are 5 articles about Google.
One was about Google, You Tube and advertising, the second one about Google shares, the third one about GPhone, the fourth one about advertising and phone going together and the fifth one about cloud computing.
Now I pose myself some questions:

  1. Do journalists have Google shares?
  2. Google is the hottest company right now?
  3. Google is expected to become the most influent company in the world?
  4. Google does have an outstanding pr and press office?
  5. Google management is done by geniuses only?
What's your opinion?

Monday, October 01, 2007

Facebook and the naked truth

Reading Tangerine Toad post on Daily Fix, I have had some bad feelings on many supposed smart marketers and cool companies.
And it got worst when I thought about many of the latest hype of the net.

And when I think about Facebook I have some question of what I believe Facebook is and isn't.

Facebook is a playground and it is not the panacea for the marketing of the future. Right or wrong?

Facebook is a spot where marketers have to learn how people interact and not to step in and try to generate not required conversation. Right or wrong?

Facebook is not another Second Life. Right or wrong?

Facebook is another bandwagon to jump on now. Right or wrong?

Facebook is just a smarter community but for how long? Right or wrong?

Facebook is ..... what the hell is it?

Saturday, September 29, 2007

1USD=0,70€ but not for Apple

I still have to blame my beloved Apple for a policy that could alienate a significant number of customers and prospects in Europe.
The European currency is still very strong vs the USD and the current exchange rate is close to 1USD equivalent to 0,70 €.
This is a great advantage for the US companies exporting their goods to Europe as far as it is not seen by the European customers as an unfair tax.

Apple is benefitting as many other companies but its policy of the same price everywhere is putting this excessive benefit in display.

Give a look at Apple site and choose a product.

US store IPod Touch 16 gb at 399 USD
Italy store IPod Touch 16 gb at 399 €

Wait a minute this is a parity between USD and € and I can see it in Apple website.

Again I recognize that a company is looking for the highest revenue but this is rather offensive from my point of view.
And if a friend of mine is travelling to the US, should I feel guilty in purchasing the product there and saving a huge amount of money?

How do you feel when you think that somebody is profiting too much?
What's your opinion whe you feel that you pay too much a product?

Friday, September 21, 2007

Think different? Not even this time

For the second time in few weeks, Apple does another huge mistake.
The launch in the European market of the IPhone may prove to be another loss of grip on the reality of a different market.

The first launch will be in Uk, then France and Germany. Then Italy.
The technology adopted to support the web browsing is based on Wi-fi spots.

Now, I do not know who was building the business plan for the launch but:

Italy is by far the biggest market in Europe for Smartphone
Italian consumers are by far the fastest in adopting new smart devices and in replacing the older devices
Italy is not covered by a significant network of Wi-fi spots
Italy is the second market in Europe for density of mobile phones (number of device vs population), first is Luxembourg

Not to take in consideration these figures in developing the product was a huge mistake as it is now to market it with huge limitation for the biggest market.

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Wednesday, September 12, 2007

Think different? Not this time.

I've been thinking lately about the Apple move to rebate the IPhone cost, all the discussion and the comments. Than I read today this interesting analysis by Ruth Sherman in Fast Company.

In all the comments, and in this one too, I feel that there is a missing link: Apple acted as the major mobile phone device producers do.
They launch a cutting edge model at high price, after three months reduce the price and after six/nine months sell a mssive quantity to the phone carriers to give it for free to their subscribers.
This is the rule except for the top seeling product like the Motorola Rzrs, which remained at very high price longer than usual.
IPhone was not seeling good and Apple followed the industry track.

If the commenters do not get this point, any analysis, even the smarter one, is based on wrong assumption.

The real mistake was that Apple does not probably felt comfortable in this new industry and the business model does reflect it clearly.
To enter in such a market for the first time ever and sign an exclusive deal with one carrier is a stupid move. IPhone should have been sold in the Apple store without any obligation to subscribe a plan with given carrier.

The Apple mistake was not to act as Apple is expected to do.
They were not confident enough to challenge the market and changed as it was for IPod and ITunes.

Apple did not think different and now pay the price for the betrayal of the core brand philosophy.

Wednesday, September 05, 2007

The naked truth

Well, eventually someone from the recording industry, had the guts to admit a reality revelead on blogs since months: the recording business model is done.
Rick Rubin, the new co-chairman of Columbia Records, is the first man from the industry to face the reality.
His solution is to transform the way to purchase music: instead of buying a cd or download an mp3 and pay money for each purchase, the new model is based on a monthly subscription that allow to download a free number of tracks.
Apparently Columbia new model could look for additional revenue from live venues and merchandise.
Read on Cnet and on NYTimes
Sorry if I quote myself but I could have tell this to Columbia for definitely a smaller amount of money and few months ago.
Still the approach is questionable.

The real issue is that Recording industry must shift to Music industry.
Today a Recoding company launch an artist an get revenue from CDs and legal download, period.
Tomorrow, the Music company should sign an artist for his/her entire artistic life: CDs, Download, live venues, merchandising.

Until that day, Recording companies will be in the dark ages.

Sunday, September 02, 2007

Sept. 5th Apple news

The so much rumoured news, to be released by Apple next Wednedsday, is the revolution in the phone bill: the IBill.
The IBill is a doc sized around 10 gb that will include all the info you need to know to remember how you used your I-Phone.
To have access to I-bill you need to expand the memory size of your I-Phone and the doc will remain on the device for 6 months before selfdestructing.
This is the sneak preview.

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Thursday, August 30, 2007

Feeling unsafe: NFL looks for a image rebirth

In some of the previous posts, here at Bizandbuzz, and in a late comment at CK's blog, I was asking: what about is you are a sport sponsor? Still feeling safe in putting money in major sport events?

Just to recap what happened in the last months:

- the Tour de France was hit by several case of doping and some cyclists were kicked out the race, anyway too late: the two German major TV stations drop the the race from their programming.

- a NBA referee admitted he was betting on his own matches and said several other referees and athletes can be involved

- a McLaren manager supposedly bought secret papers from a Ferrari engineer about the latest F1 cars

- an acclaimed quarterback, Michael Vick, pleaded guilty to a federal felony charge of conspiracy stemming from a dog-fighting kennel

Indeed several others events happened to tarnish the image of the sport world.

Today the New York Times has an interesting comment about the adv campaign launched by NFL to mend its bruise image.
It's a warning sign that supporters and, maybe, sponsors do feel that sport is no longer such a safe world where to bring your children or put your money.

I suppose that we will see more adv and pr activities like this one, but we need something more if we want to refresh a rather damaged image.

Read more: Mending a bruised image

Blogger Social '08

As for every communities, there is always a time to meet and know each other.
If The age of conversation has been a tremendous way of gathering and then spreading the thoughts and the words of 103 bloggers from all over the world, the Blogger Social '08 in New York will be the time for the off line reunion.
An event that will mark for many of us, to me for sure, a new level of engagement in a worldwide community and the chance to further ignite our conversations.

Go there and see the no rules policy to attend the event and be a social animal.

Monday, August 27, 2007

Turn the table and see what happens

While some commenters, such as CK and Lewis Green, make efforts to understand why so many products made in China are dangerous to our health and where the responsibilities are, the Chinese government is turning the table and shifting every responsibilities on the western companies.

My personal opinion is:

  1. western companies are indeed liable for concentrating only on saving money but with no control on method, rules to achieve the financial result
  2. the Chinese government shows once more that in a country without democracy it's rather difficult to hear voices admitting problems and corruption is higher than everywhere else
China is currently manufacturing most of the products sold around the world but at what price:

  1. a high rate of pollution and, as we know, pollution does not know borders and this is a price we are going to pay sooner or later
  2. a significant number of concerns about quality and safety for these products, food, garments, toys, etc.
  3. an incredible number of infringments of copyright and patent laws; a German car magazine, Automobilwoche, claims today that BMW and Daimler are issuing legal actions to avoid the exhibition of three chinese cars equal to three model produced in Germany, just to mention the last
  4. the civil, human and animal rights are bypassed every single day

Am I a bit paranoic?
Or are we just running without considering in whole the consequences of what's going on?
What's your opinion?

Wednesday, August 22, 2007

Would you......(3)

(picture from AndreasNYC Flickr photostream)

A football superstar, Michael Vick, is expected to plead guilty for an horrible crime: dogs fighting and dogs murder.
Why it' s horrible: cause Vick and partners were training the dogs, make them fight and kill the dogs underperforming. And they did so in a very professional way, a real industry.
He will be probably sent to jail, fired from the Falcons and by the sponsors.
But th best reaction came from the Falcons supporters: they ask the worst for him.

I ate him and his partners because I love animals and dogs, specifically, and I hope that his career is ended and not to see him anymore on a football field.

But I want to see the story from a marketing point of view.

Everyday there is more and more story involving athletes of any sports, football, basket, cyclism, etc.
And I feel that sport sponsorship is becoming a mine field.

Winning is everything, no matter the way, but this is becoming a threat to the sponsors: who wants to have his carefully nurtured brand or product linked to an athlete or a sport accused of bribery?

Would you put your money on an athlet or a sport with more or less trust today than it was in the past?
Which question would you ask for to stay as safe as possible?
Would you accept to sponsor not the questioned big winner but the one who plays ethically?

Saturday, August 18, 2007

Would you...... (2)

The late Mattel case is the latest warning sign that China is a real and tangible problem to the world.

Forget all the bullshit about China being the engine of the world economy. China is a polluting engine that could kill the world.

Products are manufactured without any rules, by underpaid workers, sometimes by political prisoners.

And we close our eyes to the human rights violation for the sake of our greed.
This nation will organize the next Olympic games and there is always open discussion about the possibility for the athletes to show and tell their concerns about these violations.

The responsibilities are not only on China but on all the companies that moved productions over there: they should control and be held responsible for those manufacturing under their labels.
Since years now, labour issues and now safety and health issues are linked with products manufactured in the emerging countries, where the greed of few is creating troubles for the health of a lot of people everywhere in the world.

It’s time to give to China and to all the companies manufacturing there a strong sign that this situation has to come to an end.

Would you be willing to pay a premium for safer products manufactured in a safe environment?

Friday, August 17, 2007

Would you.......(1)

Everyday hundreds of thousands of animals are slaughtered for the only purpose of men.
Food, skin, furs everything that can create a benefit to men.
But is this sacrifice worth?
The cruelty of men is justified by the need of food? Shouldn’t we pay a tribute to these animals and ensure to them a soft death?

All these questions are not new to me but, lately, had become more and more crucial, especially after having seen frames from Fast food nation.

We are so entangled in the quest of food at cheap price, the we lost the sense of the rituality.

In the past, the sacrifice of the animals were full of this rituality and had a extremely high value.
Today we are cruel without even think about it.

Would you be willing to pay a premium for food coming by a company investing on a gentle death for animals?

Or you just don’t give a damn?

Thursday, August 02, 2007

Close for holidays

Bizandbuzz goes on holidays!
Back on line August 15th!

Ciao, G.

Thursday, July 26, 2007

Marketing and sport: a tricky situation part 2

While the situation for the cyclism is gettin worst and worst (yesterday Rasmussen, the leader of the Tour de France, was kicked out from his team, one other racer was arrested for doping and the French press claim the Tour is dead), other sports have no reason to be happy.

NBA: even if David Stern try to minimise the story, to have a referee who admit to put money of the matches he had to run and is involved with the mob, well this is a real mess.
Tim Donaghy undermined the legacy of the NBA. How many match final results were affected by the referee? Are we sure that he is the only one? No other referee, no other players were involved?

F1: in the meantime, in Paris, the International Federation is helding a trial against Mercedes McLaren team. The team is accused to have spied the Ferrari team. Lot of documents proving this story have been found at the house of one top engineer of the McLaren team. The team could be excluded by the World Championship with huge economic damage and image damage for McLaren and Mercedes. The main sponsor is Vodafone.

As we all can see, the sport world is under a big threat.

Should we expect a decrease of the audience for the sports involved in these events?
In your position of consultant and marketing men and women, what would you suggest to a client of yours?

Wednesday, July 25, 2007

Marketing and sport: a tricky situation

The latest news from the Tour de France are a very bad sign for cyclism and for sport.

To recap:

- the former leader of the Tour was found positive to a banned drug
- the two major german TV Stations immediately stop to broadcast the race
- the new hero of the Tour, and the favourite racer at the beginning of the race, was found positive to testosterone

All this in a race who claimed to be the cleanest one.
Most of the sponsors will probably withdraw their money for the next season.

Is this story limited to cyclism?
I'm afraid not. And if I was a marketing manager who put money in sport events I would worry about it.
Who can reassure me that my brand is not linked to a doped athlete?
How badly my brand can be hurt by such a correlation?

If you were is such a tricky situation, how would you react?

Thursday, July 19, 2007

Ethic, honesty, transparency (to be cont'd)

Few weeks ago, I made a post about the Guillaume Prébois, the journalist running the his own Tour the France under medical control in clean condition.

The Tour organization has made a statement to fight against any form of doping and to stay a clean race and banning cyclists who were caught doping or under trial for doping.
A clear marketing move to retain sponsors, sell the race to the TV Stations.

But yesterday something went broken.

A German cyclist has been found positive to an antidoping control on June 8, well before the Tour, but he was in the race until three days ago.

The two major German Television, ZDF and ARD, decided to stop to broadcast the Tour.
Nikolaus Brender, from ZDF on behalf of the two TV channels, said: "We cannot air an event with athlets and teams that may be using drugs. We want to show that we can sustain the movement if and only if it is clean. And this is a message for all the other sports, too."

This is a move that should make all the marketers to think about how the sponsorship in sport events are a delicate topic, how is important to carefully choose the sport and the face to marry your brand.

The fastest is not always the best.
The honest, yes.
At least for your brand.

Friday, July 13, 2007

Dune restaurant blog

Dear all, a quick info about the blog.
Due to my poor technality, I turn the blog over the blogpost platform.
Typepad is far too complicated to me: my fault, indeed.

So go to the new Dune house:


ads that make me sick

I begin today a new series about awful ads from the Italian market.
I've noticed that the qualitative level of advertising in Italy is rather poor.
Who's to blame for?

  1. Agencies are not brave enough to propose bold creative execution. How many times I was in creative presentation where the agency apologize for a proposing something out of the box.
  2. And how many times I've heard clients doing the job of the creative dept. Getting into meeting with handwritten papers with layout and claim already fixed in their mind. The first question to ask for should have been: are you paid for that? Are you a marketing manager (or a product manager ) or you work for the agency? Who does pay for you salary?
  3. Well, to tell the truth, there are the international creative execution to mess the situation further. Those beautiful ads where the local environment is passed by. How many issues this approach has created to companies and agencies?
But let's go the winner for this week.

I do not know what's your knowledge of sailing and winds. But indeed you know that waves go in the wind direction as well as you may konw that the America's Cup boats do not sail with wind over the 18/20 knots.

The Italian watch makers, Sector, defied the law of nature and the rules of the America's Cup in just one ad:
  1. the boat is sailing under a gennaker with backwind but against the waves
  2. the waves are for a very strong sea, well over the regatta rules and the chance of the boat to float
  3. last but not least, they should work a bit on photoshop

Monday, July 09, 2007

The heat is on!

Launch date: Monday, July 16th


Hardbacks $29.99
Paperbacks $16.95
E-book $9.99


Valeria Maltoni
Emily Reed
Katie Chatfield
Greg Verdino
Mack Collier
Lewis Green
Ann Handley
Mike Sansone
Paul McEnany
Roger von Oech
Anna Farmery
David Armano
Bob Glaza
Mark Goren
Matt Dickman
Scott Monty
Richard Huntington
Cam Beck
David Reich
Luc Debaisieux
Sean Howard
Tim Jackson
Patrick Schaber
Roberta Rosenberg
Uwe Hook
Tony D. Clark
Todd Andrlik
Toby Bloomberg
Steve Woodruff
Steve Bannister
Steve Roesler
Stanley Johnson
Spike Jones
Nathan Snell
Simon Payn
Ryan Rasmussen
Ron Shevlin
Roger Anderson
Bob Hruzek
Rishi Desai
Phil Gerbyshak
Peter Corbett
Pete Deutschman
Nick Rice
Nick Wright
Mitch Joel
Michael Morton
Mark Earls
Mark Blair
Mario Vellandi
Lori Magno
Kristin Gorski
Krishna De
Kris Hoet
Kofl Annan
Kimberly Dawn Wells
Karl Long
Julie Fleischer
Jordan Behan
John La Grou
Joe Raasch
Jim Kukral
Jessica Hagy
Janet Green
Jamey Shiels
Dr. Graham Hill
Gia Facchini
Geert Desager
Gaurav Mishra
Gary Schoeniger
Gareth Kay
Faris Yakob
Emily Clasper
Ed Cotton
Dustin Jacobsen
Tom Clifford
David Pollinchock
David Koopmans
David Brazeal
David Berkowitz
Carolyn Manning
Craig Wilson
Cord Silverstein
Connie Reece
Colin McKay
Chris Newlan
Chris Corrigan
Cedric Giorgi
Brian Reich
Becky Carrol
Arun Rajagopal
Andy Nulman
Amy Jussel
AJ James
Kim Klaver
Sandy Renshaw
Susan Bird
Ryan Barrett
Troy Worman
Drew Mcclellan
Gavin Heaton

Saturday, July 07, 2007

Start me up

Yesterday evening, the Rolling Stones were on stage here in Rome.
As wrote in one of the previous post, I had an All access pass and, indeed, got to the concert.
After two hours of a flood of music, the Stones marked again the huge difference between the great rock and roll bands and most of wannabe music heroes of today.

This short video is a 1,44 minute video dedicated to Lewis Green, who made a comment saying "Start me up".
Even if a couple of days late, this is to celebrate the achievement of 1.000 comments on his blog.
Enjoy, man.

The second video is the tribute paid to Keith Richards. His guitar was the opening of all the songs.
He also sang a blues with Ron Wood at the acoustic guitar.
Rock on ,man.

Friday, July 06, 2007

This is a bold move from MPAA

MPAA in its war against illegal download has finally taken the boldest move possible:

"has launched a site called MiiVi that's dedicated to busting those that are both in the process of downloading copyrighted content, as well as those that have already engaged in the illicit act. Unbeknownst to download pirates who think MiiVi is a legitimate site, the destination allows users to download whole movies. It also features a downloadable app soliciting "fast and easy downloading all in one great site."

As reported by MarketingVoice.

Now, these guys seem to live at the Flinstones age.
Not only, they are not able to find new business model but spend money and time to try to trick the web.
And get eventually discovered in a couple of months.
Well done, guys.
If I was in the industry and pay for your salary, I would fire you.

Thursday, July 05, 2007


Well, tags and tagging may be a little boring. We do all our best to avoid e -mails saying deliver to 100 people or you got headache for a weak!
But I have to admit that this is a little different as it make you write something more about yourself. Yes, we do write something about ourselves everyday with our posts and comments. And, lately, I 've seen most of us to turn on a more personal mode.

Anyway, here are Random Things About Me:

  1. I love dogs, sometimes more than humans
  2. I love Pinot Noir Burgundy stile
  3. I love modern art
  4. I have an All Access pass for the Rolling Stones concert in Rome of tomorrow
  5. I have a tattoo with a phrase from Sympathy for the devil
  6. I adore Paris (the city, not the Hilton)
  7. I love to cook and try new recipe for friends
  8. I love Buddhism

And now the tagging for 8 people.

CK - ck-blog
Masiguy - masiguy
Gavin Heaton - servantofchaos
Stephen Denny - note-to-cmo
Pierfrancesco - pier-blog
Simone - simonemorgagni
Drew - drewsmarketingminute
David Armano - darmano

I do not know your reaction to the meme and the tag game but consider this tagging comes from an admirer.

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Wednesday, July 04, 2007

Feel free to step in

As life is too easy and I have a lot of free time, I have a new blog along with Bizandbuzz.
Please check:

This is the blog of the restaurant, where you can find information about the activity, as exhibition, parties, news about the city of Rome.


Tuesday, July 03, 2007

Small thing that helps in making the world better

Eni, the Italian petrol company, has a new dress code: until September no jacket and tie.
The reason: 9% of saving in electricity and CO2 emission for each centigrade of air conditioning.
The goal: the perception that everyone of us, from the single person to the big company, can do something real for the environment.
The result: a great pr activity that goes along with the other activity named 30% - 24 practical suggestions to save energy, money and the environment.

Congratulation to Paolo Scaroni, the Ceo of Eni.

Wednesday, June 27, 2007

Ethic, honesty, transparency

On the Sunday supplement of La Repubblica, I have found this amazing story.
Guillaume Prébois, a 35 years old journalist, will participate to the Grand Boucle, the Tour the France.
He will run the legs of the Tous one day in advance under medical control and making the anti doping control everyday.
The purpose is to show that too many athletes do use addictive drugs to be faster.
Fabio Biasolo, a ultracycler, will support him in this adventure.
We can follow him at

It all started when Tom Boonen, the world champion, at the end of one mountain leg of last Tour de France, said: "today the leg was so tough that a normal person would have gone to hospital"

Why I do post about this story?
  1. Because I feel that this could be a great chance for companies to sponsor the clean face of a much discussed sport. Masiguy had some post on the dope issue. (see May 25, 2007)
  2. It is a great marketing chance to link your brand to a project where ethic, honesty, transparency are the goals.
  3. It is a strong message to all the amateurs of this sport, which has a huge market, about your brand and its positioning as a trusted one.

Is your brand in the position to support a project like this?
Is there around other projects like this one that could deliver to your brand?
And last, if Guillaume had asked support to your company, what would have been your answer?

Sunday, June 24, 2007

A new blogger toolbox

A great new suggestion from Drew's marketing minute: the new blogger toolbox.

Et voilà the suggestion for the new bloggers around:

Conversation Agent by Valeria Maltoni
- a great thinker who write in a clear yet articulated way
Bizsolutionplus by Lewis Green - the ethic approach to business and to blogging and god knows how we need it
Servant of Chaos by Gavin Heaton
- the down under look to our world making you see things from a different perspective
Webware by Rafe Needleman and others - I like the fresh insight to cool web apps
Note to CMO by Stephen Denny - a cool way to tell to CMO to wake up

Hope you'll enjoy these blogs and find them useful and inspiring.

And do not forget: this is not a "if you're tagged, jump in" sort of thing. If you know of some great resources...jump in. If you got named -- please, by all means jump in too!

Thursday, June 21, 2007

Tell me why

Few months ago, Digitas was acquired from Publicis Group for some as 1.6 bn dollars. Not bad.
A bold move to reinforce the Publicis position in the digital world.
Then, David Armano left the agency to join Critical Mass.
And three days ago, Greg Verdino left Digitas to join Crayon.
And probably some other moves took place in the meantime.

Now, why buy a company, pay a huge amount of money and then lose talents?
This is not a new story about this form of acquisition from the communication groups.
They are late in detecting new trends, then buy companies and try to turn them to their corporate approach and, most of the time, they kill them.

Marketing is, after all, about value creation

This quote from CK's blog is the title of this post because I've neglected my blog lately.
And it shows from the readership.
Too many stuff to do. And a bit of selfishness.

But marketing, in its being a mix of art and science, has in itself some zen spirit and require a daily practice.

You need to stay on the news, get informed, attract and engage.
This is the main difference between writing a book and keeping a blog.
After a book is published you can have some rest, when a post is done you have to think about the next one: no post, no comments, no conversation.

And as well as marketing, blogging is about value creation.
The creation of a consistent reason to read your blog, to understand your thoughts and to comment them.

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Sunday, June 17, 2007

“What else is there to live for? food and women”

And so I did it: I just became partner in a restaurant.
This is a long story.
I have always loved the idea of a restaurant, probably it's in my dna: my grandfather was a maitre in luxury hotels aroud the world.

Anyway, along with my consulting career, I'm now working on the marketing for the restaurant.
Go there and have a look:

And if you are in Rome or plan to come to the eternal city, send a mail.....

Friday, June 08, 2007

It's no longer the new news but the relevance of the news

When I first started to blog, my focus was on the latest news and on writing something with strict connection to marketing (or at least the serious side of marketing) because the blogs I read was consistent in this approach.
But lately this way of blogging has changed and shifted from marketing to relationship.
Wait, I'm not saying we are no longer writing on marketing. The approach has changed: we blog about personal aspects of life, about relationship.
We do not forget that the job of the marketers is to advice on how to sell brands and products to customers, but they are no longer customers only but human being.
And the relationship between our bloggers has followed this path.

I'm more confident that there is a way to sell brands and products which is smart and transparent and honest.
A way where customers are not only grps or clicks or whatever measure you need to use but persons.

And across this path, this group of bloggers, I'm linked to, became a community.
We don't consider ourselves for the number of links but for what we are and what we say.

My approach has changed too:
it's no longer the new news but the relevance of the news.
Being the first to write about is not important to me is I have nothing relevant to say about.

Monday, June 04, 2007


I'm in a battle royal with technology!
Next update coming soon!

Technorati Tags: , ,

Wednesday, May 23, 2007

Better work few minutes more

A quick update on The 4-Hour Workweek.
I've got a mail by Tim Ferriss who probably did not get my question (of course, it may be a fault of mine as I write in a foreing language).
Anyway my question was:

i'm very curious to read your book but, as i live in italy, no chance to get the audible version.
any suggestion?

The answer is:

Hi Gianandrea,

Thank you for your email. You should be able to download the audiobook at, or you can download the ebook at .

Thanks so much!


The problem is:

at Audible the book is not available for outside the US
at Powells it is in pre order and I did not spent other time to check is there is the same problem

It is the same problem I detected by myself and which made me send a mail.
After three days, I got a mail with a useless answer.

Monday, May 21, 2007

Customer care and the 4 hours work week

You have heard about a clever guy who is selling his method to work 4 hours a week and still living healthy.
I heard about him yesterday at Steve Rubel's place.
At first I was amazed by how smart is this guy : the book, five minutes conferences, a blog, some advice on how to measure your life quality, how to save money with a more rational standard of living, etc.
Wow, sounds great. Let me buy the book.
First problem: the book is not yet available for Italian market. Ok, such a smart guy, I send him a mail telling how i wish to understand more and we'll find a solution. So I did and I got an answer in five minutes. The most disappointing answer I, as a customer, can receive:

Hi All,

In an effort to actually get work done, I am checking email once every 2-4 days. If you need a response soon and have my number, please call me. I actually prefer phone for quick decisions.

If this is media, speaking, or interview-related, please find
appropriate phone info under "contact" at

Cheers, and here's to life outside of the inbox!


P.S. I read all e-mail personally, but I cannot always reply, especially with involved how-to questions. Please don't be offended if I don't respond, and be sure to check out the blog, forums, and 4HWW communities that are popping up online. Thanks for
understanding, and I appreciate your e-mail!

Wait a minute:
  1. to save your time you just do not check email?
  2. to save your time, I have to phone to you?
  3. you read all email personally but do not answer because you can't?
  4. I have not to be offended, if you do not answer?
What about customer satisfaction?
You sell a product, your book, and to sell more you build up a story around it and to live with your story you tell to a customer to not send mail, better a phone call and if you should not answer just take it easy?

Is it me or there is something wrong?

Wednesday, May 16, 2007

Any new news?

The world lives with the paranoia of the latest news: we must be updated, we have to know the latest piece of information and the first who get it is the winner. Wait, the winner of what? If by chance I should be the first to know about a new way to cure a disease, this means that I could be able to use this information appropriately? The winner still should be the one who use it better and smarter.
A post from down under Servant of Chaos (ok, it's Gavin) talk about the chaos of influence.
A post create some ripples that seem to disappear and then, all of a sudden, an influencer get into the playground and make the post live and spread, no matter how old it is.

Blogs do not necessarily live on the latest news but on the content relevance.
It's content and analysis that bring in readers and commenters and eventually create your social network.

Tuesday, May 15, 2007

Who's setting the pace in the advertising market?

We all know and say that the world of advertising is going to change dramatically, that mass media are on the verge of a nervous breakdown, that viewerships and media fruition are shifting from a passive to an active mode (Marketing Charts) with an overlapping of different media fruition.
Well, this is probably the time when we can check if the above is correct or if we have been foolished by our desire. This the time of the year when next year budget are deployed and bigger media choice discussed: this is strategy time.
It's interesting to see the gap between the development of the strategy for the advertisers and the development of the programming for the editors and publisher of the main media.
In this Ad Age article, the Unilever Media VP, Laura Klauberg, says that's going to be tough to negotiate right now with no clear mind on the need from a programming point of view. And she is lucky enough if the TV sales houses know which programs they are going to broadcast.
It seems to me that advertisers need to be strategic while media tend to be tactical and to unveil their programs at the very last minute. This is true in Italy, where the TV programming can change very often. What about other countries?

Monday, May 14, 2007

the copyright issue for the 100th times

two good news this morning.

the first one is that some smart guys are getting into sort out the copyright issue without making lawyers benefitting of all the revenues.
fast company reports of this model that may help in producing revenue for any stolen video.
i see some clear benefit here:
  1. stop useless and expensive legal action
  2. stop trying to face the tech evolution with last century approach
  3. contribute to spread the creativity
  4. make some positive pr to the industry
how it works?

"PodZinger's spiders will in time be able to track down specific video content on command--a clip from last night's Daily Show, for example, or everything that belongs to Comedy Central--and insert an ad into each segment, no matter where it is playing"

does it work?

we should hope yes, because it can be the first step to a newer and smarter approach to the unstoppable evolution of the web.

for the full article:

the second news is the this is my post #100.
i wish to thanks all the readers and everyone who just passed by.