The digital wonder at ADA and in GP
Posted on | april 14, 2011 | No Comments
Here comes a belated report from our presentation at Business Region Gothenburg’s Association for Design and Advertising, ADA on 1 March. Some 100 creatives listened rather attentively – especially given the high level of noise at Bliss Resto – to our 45 minutes of preliminary findings and comments by Gustav Martner (CP+BE) and Jimmy Herdberg (Kokokaka).
Inspired by this event, Gothenburg’s main daily, Göteborgsposten, devoted most of the front page as well as an entire page in the Economy & Politics section to the digital wonder, featuring one interview with Kokokaka founder Jimmy Herdberg and one with me (Gustav). Somewhat ironically for an article on the importance of digital media, it was only available in the print version of the newspaper. In my Swedish-language blog I speculated that this might be a revenge for Jimmy’s claim that print newspapers are obsolete. Fortunately an English, shorter version is available from Göteborg daily.
We’re of course delighted at the interest in our project. However, there is sometimes a discrepancy between our perceptions of what we do and the medial representation of the project. The title of the ADA seminar was ”Why are we so good” and GPs take was in the vein of a Gothenburg success story – whereas what we do to a large extent aims at deconstructing and reinterpreting the digital wonder and avoiding oversimplified interpretations in terms of success. This is an inevitable tension in the sense that our research project in itself is a marker that Swedish digital advertising is important and worth spending some SEK 2 million studying. We do believe that, but we also believe that such a research project benefits from not taking the straightest route.
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