FreeRadical — brought to you by Idea City, home of GSD&M

Volume 1 June 2007 - Welcome to the inaugural edition of FreeRadical.

Welcome to the inaugural edition of FreeRadical — Best-in-Class (BIC) thinking from Idea City, home of GSD&M. Our excitement is palpable for two reasons. First, we recognize that we gain a great deal of expertise by collaborating with others. That’s why we created the Best-in-Class program to formalize our practice of pulling together interesting and innovative thinkers to share knowledge. These brilliant minds help us expand our horizons and deliver the best solutions possible to our clients. MORE

FreeRadical — brought to you by Idea City, home of GSD&M

Brave New Moms

Organics, Geckos and Long-Playing Records

We’re Going to Hell

Fame Junkies

People Power

Thinking, Acting and Dreaming of the Collaborative Future

The Sustainability Report

Better Business Through Better Chemistry

Taking Treasure from the Dragon


	FreeRadical — brought to you by Idea City, home of GSD&M Contact \| Send to a friend Welcome to the inaugural edition of FreeRadical — Best-in-Class (BIC) thinking from Idea City, home of GSD&M. Our excitement is palpable for two reasons. First, we recognize that we gain a great deal of expertise by collaborating with others. That’s why we created the Best-in-Class program to formalize our practice of pulling together interesting and innovative thinkers to share knowledge. These brilliant minds help us expand our horizons and deliver the best solutions possible to our clients. MORE Brave New Moms BIC partner Maria Bailey, a marketing mom, talks about how today’s technology has changed the way moms engage their world and how marketers should respond. Organics, Geckos and Long-Playing Records BIC partner Paco Underhill, author of the groundbreaking bestseller Why We Buy: The Science of Shopping, shares some of the things he’s been thinking about lately. We’re Going to Hell BIC partner Joseph Jaffe, author of Life After the 30-Second Spot: Energize Your Brand with a Bold Mix of Alternatives to Traditional Advertising, tells marketers to get real and talk with, not at, consumers — or else. Fame Junkies BIC partner John C. Beck and Adam Carstens of the Attention Company discuss the “out there” generation’s thirst for fame and how brands can use it to their advantage. People Power BIC partner Neil Howe discusses the convergence of boomers, Xers and millennials and the implications for marketers. Thinking, Acting and Dreaming of the Collaborative Future BIC partner Dr. Henry Jenkins of MIT’s Convergence Culture Consortium (C3) shares his thoughts on how the relationship between audiences and media is changing in a convergence world. The Sustainability Report BIC partner Jason McCormick, principal with Ci:Conscientious Innovation, talks about the shift in our culture toward sustainability and how marketers can participate. Better Business Through Better Chemistry GSD&M’s Sharon Mauldin Arellano, marketplace planner, writes about how collaboration, research and market insights revealed surprising opportunities for Chili’s to improve both the way they target and the way they work. Taking Treasure from the Dragon GSD&M’s Liz Rogers, Ph.D., senior marketplace planner, looks at why homegrown brands are ascending in the Chinese market and what global brands can do to compete with them. Brave New Moms Organics, Geckos and Long-Playing Records We’re Going to Hell Fame Junkies People Power Thinking, Acting and Dreaming of the Collaborative Future The Sustainability Report Better Business Through Better Chemistry Taking Treasure from the Dragon Sharon Mauldin Arellano Maria Bailey John C. Beck Neil Howe Joseph Jaffe Dr. Henry Jenkins Jason McCormick Liz Rogers, Ph.D. Paco Underhill Academic Research Competitive Strategy Consumer Behavior Consumer Knowledge Corporate Social Responsibility and Sustainability Emerging Media Strategy