Tomorrow I start a new job at Razorfish, helping with social media in the western region. I'm making a really challenging move from another great agency, a difficult decision that was ultimately really easy.
Three things Razorfish people I talked with said to me that got me excited:
- "Media is creative."
- "You dream it, we have people who can build it, and clients who are ready to take it big."
- "We measure success in patents, not awards."
Razorfish has the talent to help shape the digital future, and I am excited to be a part of that. I believe the digital future is human, not technological, and it's going to take humans to build a future we want to live. Marketing is a strange business, companies selling stuff to people. But I'm an optimist, and I believe people want meaningful stuff more than they want to defray meaning in favor of stuff.
So marketing should follow suit, especially in social. We're entering an era of opt-in marketing, where the onus is on brands to create stuff people will seek out and want to be a part of--we, marketers, are the audiences' captives.
It's going to be fun.
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