Nike+ dashboard screenshoot

Perhaps the best consumer example of digital’ promises–to bridge concepts and ideas to usable form. Just brilliant. From R/GA’s site on Adeek’s Agency of the Decade award:

Digital Campaign of the Decade: Nike+
If there was a knock against Nike Plus from the ad world, it was what it wasn’t: an ad. Which was, of course, the point. Created in 2006, it defined how a brand can build a self-sustaining platform by giving customers an easy tool—a chip in their shoe that connects to their iPod music player—to track and share their training progress. Nike Plus takes “Just do it” and actually helps runners get it done. Since its launch, Nike Plus runners have logged more than 100 million miles—enough for more than 400 roundtrips to the moon. It’s little coincidence that Nike steadily increased its running shoe market share from 48 percent in 2006 to 61 percent in 2008. Along the way it created something for brands to aspire to: a product experience that reinforces the brand message.

Full Adweek article.

If you’re not taking advantage of Amazon’s Web Services, how do I say … You’re missing something.

Cloud computing is the idea that individuals and businesses can make use of the massive technology infrastructures and resources we’re connected to via the internet for incredibly inexpensive, scalable, powerful computing and storage power.

I’m not extraordinarily technical, and I was able to setup an enterprise-level wiki with a dedicated IP in a few hours. True, I was using the wiki’s makers tool to shortcut some of the process–thanks, Adrian–but I’m willing to bet that whatever you’re looking to do has already been done and there’s very likely code or commands that you can copy-and-paste for your purposes.

What’s all this have to do with creative? Our ability to harness the technology and scale, to make the machines work for us, makes us competitive in the marketplace and allows us to deliver more for less to our clients. And, it allows us to make use of world-class, just-in-time, scalable technology for ourselves and our own infrastructures–stuff that only the big outfits had previously had access to.