#baba shetty

[digitaslbinewsroom]

Baba Shetty, Chief Strategy & Media Officer, DigitasLBi North America, on what agencies don't get about brands (video)

[digitaslbinewsroom]

"Our partnership with ShareThis streamlines the planning process enabling clients to proactively engage social audiences safely at relevant times leading to higher brand lift." --Baba Shetty, Chief Strategy and Media Officer, DigitasLBi

ShareThis, DigitasLBi partner on new real-time brand engagement solutions

[digitaslbinewsroom]

Baba Shetty Returns to #Boston, Joining @Digitas After Nine-Month Stint at Newsweek http://t.co/ZI4PitS3FV

— BostInno (@BostInno)

July 17, 2013

[digitaslbinewsroom]

Shetty returns to adland http://t.co/D0eIMQirmq and Big Spaceship loses 'minister of technology' http://t.co/ZTHz982aK6

— agencyspy (@AgencySpy)

July 17, 2013

[digitaslbinewsroom]

Baba Shetty hired in new role at Digitas, Chief Strategy & Media.

[digitaslbinewsroom]

V excited to join the team @Digitas. A great story waiting to be told. http://t.co/PSGRS5trok

— Baba Shetty (@babashetty) July 17, 2013

[youmebrand]

The end of the campaign-based model of advertising

I have read an interesting article on the Harvard Business Review titled Advertisers shoud act more like newsrooms. It talks about the twilight of the pre-packaged creative. I could not agree more. Brands are interacting with stakeholders all the time and all over the Internet. It is no longer a matter of producing a perfectly choreographed stunt. A conversation is going on and companies have to find ways to increase their content output (internally or via collaborations). The newsroom metaphor works perfectly as content has to be adapted quickly and agencies are no longer the sole generators. Content is everywhere. Listen what is being said and let your brand speak.

To read the HBR’s original article by Baba Shetty and Jerry Wind, click here.

—-

He leído un artículo interesante en la Harvard Business Review titulado Advertisers shoud act more like newsrooms. Habla del ocaso del modelo creativo enlatado. No puedo estar más de acuerdo. Las marcas están interactuando con los usuarios de manera continua en toda la Red. Ya no es cuestión de diseñar la coreografía perfecta para el lanzamiento de la gran campaña. Hay una conversación ahí fuera y las compañías han de encontrar la manera de aumentar su capacidad de aportación a esa conversación a través de contenidos de interés para los usuarios (bien sea empleando recursos internos o colaborando con agentes externos). La metáfora de la redacción (newsroom) funciona perfectamente porque el contenido ha de adaptarse de forma rápida y las agencias hace tiempo que han perdido la exclusividad de su producción. El contenido se está generando en todas partes. Escucha lo que se está diciendo y deja hablar a tu marca.

Si quieres leer el artículo original de Baba Shetty y Jerry Wind (Harvard Business Review), haz clic aquí.

[internet-haze]

> It is important that we underscore what this digital transition means and, as importantly, what it does not. We are transitioning Newsweek, not saying goodbye to it. We remain committed to Newsweek and to the journalism that it represents. This decision is not about the quality of the brand or the journalism—that is as powerful as ever. It is about the challenging economics of print publishing and distribution. > Newsweek is produced by a gifted and tireless team of professionals who have been offering brilliant work consistently throughout a tough period of ownership transition and media disruption. Regrettably we anticipate staff reductions and the streamlining of our editorial and business operations both here in the U.S. and internationally. — **Tina Brown and Baba Shetty**, [A Turn of the Page for Newsweek](http://www.thedailybeast.com/articles/2012/10/18/a-turn-of-the-page-for-newsweek.html)