Every Single one of Us - using mobile to change marketing and advertising

Every Single one of Us is a new initiative from Jonathan Mac Donald who is one of the leading people working in mobile advertising at the ad agency Olgivy.  The idea is quite fluid but it seems to be partly about how marketing and advertising needs to change and obviously mobile has a key role to play in terms of providing a more personalized and interactive way of communicating with people.

You can find more stuff about it in these places:

- Website (anyone can edit this and add case studies, info, looks like it might become a good resource)

- Vimeo - some interviews with Jonathan and others helping to explain what it's all about, produced by Mobile Industry Review

- Youtube - some more video of the event and others

- http://twitter.com/esoou - keep up to date via tweets

They ran a launch event last week in London and I took a few notes:

Opening Comments @jonathanmacdonald

- marketing, advertising and commerce are too seperate from general life

- traditional media is beocming digital media, digital media is becoming mobilised so mobile a given (best point of the night that one v. cool)

- need to remove the silo of mobile

There's a lot more that Jonathan outlined - way too much for me to cover in my notes but you can find it all on the everysingleoneofus website under:

- The Communications Ideal

- No way back from here

Speakers - Jonathan put together a great group of speakers, most of which had a mobile-focus of some kind, and again I took a few notes:

@tomiahohen (couldn't make it but sent slides)

-   traditional marketing communications is broken

- UK well positioned to take the lead (advanced digital market e.g. Freeview, Broadband etc, creative hub, strong mobile market, second biggest ad center after New York)

@peggyanne - msearchgroove.com

- doing a big research project as part of every single one of us

- will be freely available on the site (Peggy has done some great reports in the past so should be worth getting hold of)

@whatleydude - Spinvox

- did a great explaination of what he does, very interesting to hear it actually explained - kind of like the example people give of jobs that people will be doing in 10 years not even existing yet

- mix of PR, marketing, engagement and interactivity on different levels

@dominictravers - organised the excellent Future of Mobile event last year

- gave a great presentation which is probably the only decent explanation of attention data I have heard

- mobile usage creates a profile which can be used by service providers to match things to your taste, personalise etc

- create a digital signature of what you like, let you adjust it as required

@Alfie - Moblog.net, Ajit8

- gave a run-down of some of his projects including:

- What is the Question - Alternate Reality Game (ARG) designed to help a charity cut through with its message, get involvement - required people to discover a grid reference online and go to the location 

- Britglyph - largest public art project in the world with 61 markers creating a symbol of a watch on the UK map using GPS

- made the point that games can really get people involved, take people out of themselves - very powerful

- what can web + mobile + gaming do in terms of activism, action, causes etc?

There were a couple of other speakers but I ran out of stamina on the note taking.  Keep an eye on the everysingleoneofus.com site for updates on this interesting new initiative.

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