iab Canada Mixx 2010 – Jason Theodor and Chaos

Chaos theory is understood as: “Unpredictable behaviour so sensitive to change and conditions that it appears random.”

Another interesting speaker at the iab Mixx 2010 in Toronto was Jason Theodor, a Creative director currently at Blast Radius in Canada.

I’ve linked his power point presentation here, which was insightful and humorous. Jason’s view is how we can use Chaos to explain the things that are unexplainable.

Part of Jason’s presentation was the introduction of the YouTube video Sunny D & Rum a viral video that made headlines. More importantly a good example of how advertisers have lost control of their brands.

In this new age of change and transition, your brand belongs to me, to you, to us, with the brand only entitled to influence things. No longer can advertisers control the conversation, they can only influence it.

Jason’s theory of Chaos explains the rest. When dealing with Chaos, all you can do is bring in your best agent, in our case agent 86 of Get Smart fame. “Missed it by that much”, will be heard more and more as social media takes control of your brand.

As your digital agency, we stress your digital footprint will be made with or without your input, so it’s time to get started, both personally and professionally.

Michael Bickerton, Raven5 Ltd, October 2010

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