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SXSW Interactive 2013

Brands in Beta

As social media becomes an increasingly important component of our arsenal, we have to change the way we plan and build our campaigns. A campaign is no longer a combination of disruptive mediums with a short-term life span. Today campaigns never turn off, with more individual components constantly in play than ever before. We must to be able to react and update all of these different elements whenever necessary, beginning to look at campaigns more like software: launched, monitored, and optimized based on feedback, problems, and success. Brands in Beta will help agencies recognize they need to brief, conceptualize and sell brands differently. For clients, Brands in Beta will challenge the ways budgets are built and marketing departments are structured.

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  1. Where does “disruption advertising” fit into the plan?
  2. How do we manage client expectations?
  3. How do we sell ideas in Beta?
  4. How do we reprioritize marketing budgets?
  5. How do we measure campaign success?


  • taras wayner, SVP ECD, R/GA
  • Mark D'arcy, director of global creative solutions, facebook


taras wayner, SVP ECD, R/GA

Meta Information:

  • Event: Interactive
  • Format: Dual
  • Track: Social and Relationships
  • Track 2
  • Level: Intermediate
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