Once upon a time (well, actually just about ten years ago), YouTube was the go-to home for rich media, and it largely consisted of video, Java, audio, and vector graphics. The phrase ‘rich media’ was not yet widely known or used, but its potential had already begun to catch the eye of marketers and advertisers.
Fast forward to today and rich media as we know it – like Pokémon – has evolved. It is travelling all over the nooks and crannies of the interwebs in a quest for bigger and better things. Like selfies, rich media has found a comfortable new home on social media and it is there that is screaming for attention to all who are willing to listen.
It was a packed house this morning at Doltone House, Sydney for the ‘Diversity Delivers’ IAA Thought Leadership Breakfast Forum hosted by Mumbrella, where leading diversity/ industry experts were in agreement for the incontestable business case for diversity. Ipsos Australia research indicates that organisations with ethnic and gender diversity at senior levels are financially outperforming their competitors – this is sometimes referred to as ‘The Diversity Dividend’.
During the lively and fascinating panel discussion, which touched on ‘how leading brands are leveraging diversity to deliver better ROI, improved creative outcomes and meaningful insights’, MultiConnexions Director of Strategy and Insights, Kaiyu Li highlighted a phenomenon he called, ‘visiting auntie syndrome’.