PSFK Good Ideas Salon London Speaker Jonathan MacDonald

Jonathan MacDonald, Senior Consultant at Ogilvy, will be joining our “Good Ideas in Mobile” panel at the PSFK Good Ideas Salon London. Along with Matt Jones of Dopplr, Mike Butcher, and Dan Hon of Six to Start, they will discuss what opportunities are developing at the intersection of mobile, location, and the web.

First, who are you and what do you do?

At Ogilvy, I’m a Senior Consultant to the CEO & Chairman and I’m also structuring the Global mobile strategy. Prior to this, I was a Director of the world’s first purely ad-funded Mobile Network: Blyk. As one of the original team, I shaped the overall business strategy in the sales, operations, analytics and creative departments. Before this, I was the Commercial Director of Ministry of Sound, CEO of a Sky TV Channel, Chairman of the Music Industries Association and consultant to over 100 companies over 18 years. I’m also the founder of a communications movement called Every Single One Of Us which seeks to unite a wide cross-section of mobile operators, advertising agencies, big-name brands and members of the public; to educate the industry and encourage discussions about emerging business models and to facilitate a step change in communications.

You’ll be sharing your ideas on our Good Ideas in Mobile panel. In one paragraph, can you explain what themes and ideas you hope to touch upon during the discussion?

In terms of ideas and themes, one glaring topic rarely discussed is the paradox we see in the Advertising and Marketing world relating to mobile. People use phones to communicate with dialogue, yet there is little acceptance or realization, by Advertising and Marketing practitioners, that optimum effectiveness will come via dialogue based campaigns. Mobile devices are the most personal devices on the planet. This means that communication of brands to Mobile users should not, logically, be anything other than personal to them. It would be good to discuss if Mobile Marketing is likely to be predominantly messaging-based in the future and whether user opt-in will be a global standard – the primary justification being that consumers will increasingly demand the right to invite Advertisers in to their conversations.

Five links to sites that provide you with inspiration:

Communities Dominate Brands
The Music Industry Manifesto
Agit8
Boing Boing
Life Hacker

Thanks Jonathan!

To hear more from Jonathan and others, you can purchase your ticket to our Good Ideas Salon London on Jan 30th here.