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citizensound speaks at the OMD Creative Masterclass in Dubai

Well, I have just finished my piece on brands and music. More of this on the citizensound blog over here.

So while you click, here is a piccie of a Dubai building site...

Alistair Hill of M:Metrics speaking at OMD Creative Masterclass Dubai

Listened to Alistair HIll of M:Metrics speak on the latest trends on Mobile Marketing.

He highlighted the myth of the mobile user being teenage boys. Drawing upon the EU5 survey, he demonstrated that the average age of the mobile media users is 33 years old.

Furthermore, 43% of users are females.

Given my 89 year old father uses his mobile and would benefit from services directed at him, the mobile needs to do more to highlight the opportunities that lie outside of the 'youth' consumer.

More chances for Alistair to speak would help, as he provided everyone with a host of fact and figures that dispelled many myths and cut through the hype, and in a very audience friendly style.

Thanks Alistair

Speaking at the OMD Creative Masterclass in Dubai...

Am in Dubai right now ready to speak at a conference on Music, Mobile and Movies. The conference has been organised by my friends at CSquared for the media agency OMD>

The conference is focusing three strands (Music, Mobile, Movies) of what Charlie Crowe referred to 'Alternative Marketing'.



Charlie Stopford, Head of Media at Nokia (pictured) spoke of how the company is now shifting away from the functional device of the phone to supporting people with services in the context of their lives.

He stated that Nokia sees mobiles are the new social and entertainment hub.

To highlight this shift, he referenced an activity that Nokia delivered recently. Nokia sensed that New Year's Eve is a moment where people come together across the globe to celebrate a moment in time. Passion for New Year's Eve is a global celebration, so Nokia wanted to create a "truly unifying global event, rolling from east to west". The solution was a 5 city music event that took place in HK, Mumbai, Berlin, Rio and New York.

The audience was analysed in three pieces. First the core who attended the events (2.4m is the estimate). Then there are the actives who were aware of the event, then finally those who saw the broadcasts. In total, Nokia estimated 5m watched the events, with 2m watching the event happen on MSN (a key partner for Nokia on this project).

Yet for a company with such commitment and leverage, this idea left me a little underwhelmed. It didn't feel 'truly global' 5m online feels somewhat limited in terms of numbers. Also 5 cities seemed small, though I guess the logistics would have been immense.