Branded Utility: Interview With Elizabeth Talerman
Then at Agile Industries, a small digital agency that I co-founded in 1998 we invented the process of Brand Immersion where, instead of running banner ads, we’d immerse brands into content. We worked with Quokka Sports and NBC Sports to prototype several branded utilities for the Sydney Olympic Games including among other things, digital Pin Trading and an Olympic Torch Tracker for Coca Cola. Fast forward to today where I’m working with Daylife, a start-up that is revolutionizing the organization and distribution of news and information. In addition to defining the Daylife brand, we’ve been working on ways that advertisers can participate in the Daylife experience. We’re convinced that the only appropriate way forward is to limit the number of advertisers and ensure that each, through their presence on Daylife is delivering service or is of utility to the Daylife audience.