Alan Cohen, President of Initiative West and Innovation Worldwide, explains how the overall marketing game has changed, and how to Make Magic out of Moments. They created a 24 hour online TV channel for the movie Saw 3, which is loaded with content previously reserved for DVD extras. They also took over “Comedy Time,” and got comedians to do jokes based around the movie, driving awareness across all of the user-generated video sites, including a Jack Black knock off singing “Saw 3, I love you and my girlfriend (in that order.)

Alan also showed how they promoted Keane’s new album in print magazines, putting tiny usb drives into the print ads, distributing Keane’s new single, similar to how Prince introduced his new album in the UK. He also showed how they distributed CBS content on a similar promotion with a usb stick.

His overall theme - the new world order - is taking the big marketing ideas to clients, not just the media buy. Agencies need to be trend experts and hire people that are in the core demo to identify those trends as they emerge.

What to do? Hire fresh thinkers, inject creativity, leave “digital breadcrumbs” and capitalize on whats next. Remember, media IS marketing.