OMD’s Next Big Thing Is Just A Bunch Of Hacks (And Why That’s A Good Thing)

©IDG Communications, Inc. Photo contributed by Matthew Mikaelian.


In what likely is the first initiative of its kind by a major ad agency and its clients, Omnicom’s OMD unit brought some of its biggest brands together with some of the app communities’ most innovative developers to create new digital media experiences that could change the way consumers interact with brands. The initiative, which culminated in a 48-hour “hackathon” at an empty ping pong hall in downtown Manhattan, generated nearly 50 new applications for experiencing music on ad-supported online music service Spotify, some of which are already being optioned by the OMD client brands that participated.

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