Old Media>New Media>Old New Media>New New Media.

We will be talking quite a lot about new media thinking, communications planning, engagement planning and building media brands across platforms. Media brands and markets are incredibly under developed in Mexico. We are in the process of finalizing a couple of interesting projects for media brands for next year, so hopefully we will have some (non confidential) information we can share.

At the centre of this is the move from old communications thinking (mass production > mass markets > mass media) and old media planning (passive audiences, reach, frequency, CPT etc.) to thinking about: engagement, social networks; new market segmentation; cultural trends and the way people are using and interacting with media, old and new.

Then there are all the buzz words and fads that people use without really thinking about what they really mean, or confusing inputs with outcomes. My current favorites are "buzz marketing" and "viral marketing". But we will leave that for another day.