Cannes 2008 Day 2: Dada. Data. Alpha. Beta.

Ogilvy held a massively promoted talk today called Dada. Data. Alpha. Beta. It's basically Ogilvy's view on the communication of today. Interesting of course to see where Ogilvy is at in their thinking.

As expected, the talk provided nothing new, but did have its benefits. It was a nicely packaged view on what has happened over the past few years. It could just as well had been held last year though, as pretty much none of the the earth shattering changes of the past 12 months were present. But still.

In short:

Dada: The dadaism-metaphor was used to explain mash-ups.

Data: Use the massive amounts of data available today to leverage storytelling.

Alpha: Target the alphas. The leaders of the pack. The talkers. The communicators.

Beta: Be in perpetual beta mode. Always. There is no such thing as a finished communications effort. This is brilliant of course, but has severe consequences for how we get payed.