Act like a start-up
Adweek published a great article this week by Benjamin Palmer of the Barbarian Group. It it, he challenges the ad industry to stop being scared, embarrassed and confused by “Web 2.0″ and to start exploiting crowd-sourced creativity from within as well as radically new ways of working together. He urges both advertising creative and television commissioning people to learn from the way ideas are generated and developed in a Web 2.0 world.
Web 2.0 is more than just user-generated content. It is, in short, rich media applications (AJAX), folksonomies (like tags), new development approaches (”fail fast, fail cheap” and agile development), interoperability (RSS) and, yes, user-generated content. And since this is also the world of publishing 2.0, you should totally look up those terms on Wikipedia.
It’s definitely our experience over the past 18 months that there are two types of web project: