Mook

Wonderful news just in that our launch work for the HPV Vaccine with the Department of Health and the COI has won a MediaGuardian Innovation Award in the ‘Launch’ category. Not too shabby with competition including the launch of the BBC iPlayer and Eurostar terminal at St Pancras. A tribute to the team and the need to be rigorous in the use of social networks for brand building and marketing.

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It’s Christmas. What better time for a rambling think piece?

Now the Internet and mobile have woven their way into the fabric of ordinary life, a great deal of attention is being focused on ‘participation’. From trying to build a brand in social networks to the physical interaction of a Wii console game and consumers helping to make the products they buy, involving ourselves is firmly on the global agenda. In fact, it’s starting to dominate cultural discourse so much that we expect all brand and entertainment experiences to be two-way. The San Francisco Museum of Modern Art is taking this seriously in their current exhibition - The Art of Participation: 1950 to now. This tracks the extent to which participation has always been part of art and culture and you can read more about it in Wired magazine this month.

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We’re tickled pink to be featured in NMA’s definitive guide to the top UK digital agencies. If you have a few spare minutes, why not listen to Tom Adams talking to the Editor-in-Chief Mike Nutley and other leading agency heads about the current landscape and the agency of the future in the Top 100 podcast.

Without blowing our own trumpet too much (cover your ears), this is our 8th consecutive annual mention, and it’s lovely to be among the leading agencies shaping the industry. Despite concerns about the overall economic situation, digital agencies are confident that their increasingly important role in everything from customer acquisition to business critical systems, and the inherent measurability of our channel, will mean that digital continues to provide an excellent return on business investment into 2009 and beyond. Integration continues to be at the heart of the debate, but instead of thinking about how to blend off-and-online marketing campaigns, the challenge now seems to be how you integrate all digital channels, customer relationships and offline business activity. In other words, exactly what we’ve been doing within Nitro Group for the last three years. There, we said it.

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We’re delighted to be leading digital communications for the Department of Health’s HPV vaccine programme this year. The vaccine will help protect young girls from cervical cancer and will be given out through schools, and digital has a powerful role to play in promoting engagement and understanding of the initiative across the target audience. We’re obviously very proud of our continued involvement with the COI on this and other social marketing campaigns as part of our roster position. More on the results later this year! In the meantime, many thanks to our friends at NMA and Campaign for a mention last week.

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Well, news is just in that the snappily-named Internet Corporation for Assigned Names and Numbers has decided to liberalise generic top level domain names. Which means that we will be able to have .mook instead of mook.co.uk, and brands will be free from the limitations of ‘brandname.com’ forever, including the historic connection between domains and geography that doesn’t necessarily reflect the content or purpose of a website. But before you rush out and buy one, applications won’t be taken until the first part of 2009, so there’s plenty of time to think up hilarious domain-based jokes like www.dot.dot.

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Sometimes you see something that simply has to be shared. This extraordinary experiment in social media by Jonathan Harris and Sep Kamvar is a database of several million human feelings dynamically harvested from new blog entries from around the world. The aim? To show feelings on a global scale in playful interfaces that demonstrate the relationships between people, places and what they say about themselves. Beautiful and a wonderful example of how how social media can bring us together.

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Well, after some years of passionately expounding the value of social media optimisation, Mook can now proudly present a delicious, low fat new website. For some reason, digital consultancies, particularly when they are doubling in size every year, find it quite hard to create effective websites for themselves (in the way that Cobblers’ children always have holes in their shoes). But we’ve made it, it’s out there and we want to hear from you. Comments are welcome, just as you are to subscribe to our feed. After all, it won’t be 2.0 without you…

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We are quite literally delighted by the response our website for Nitro Group has created in the international design community. It has scooped an FWA site of the day and topped the Design Charts for several weeks.

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This probably isn’t high-brow enough, but rarely is the complex art of SEO so perfectly summed up as in this lovely film. This is one of many vital almshouses on the endless road towards the demystification of digital. It’s also fun, which is another good reason to tell you about it. Forgive us if we’ve lowered the tone, something complex about vertical business sector revenue modelling will follow immediately.

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What a lovely video this is from some clever people at Common Craft. If you ever needed a simple explanation of social networking, this is it. There’s something exquisite about the use of pieces of paper to represent complicated technology developments and these guys are covering everything from RSS feeds to Twitter. For some reason, the smarter people are, the more likely they are to draw something and move it around on a table. Perhaps an indication of latent demand for a Microsoft Surface enabled world?

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