IPG ad agency Campbell-Ewald has just formed a core group which will help clients take advantage of "new media" like blogs & social networks. And thereby help their clients to ride on today's word-of-mouth advertising!

Dubbed as "The Social Communications Group", the aim is to offer services like social media planning / auditing as well as online brand monitoring. An interesting initiative is a "lab" for staff as well as clients.

Equipped with the latest / emerging technology like timeshifting & placeshifting video devices, HDTV & HD DVD players, the latest gaming consoles, handheld devices, the lab is clearly designed to facilitate "experience" of today's word-of-mouth messages as consumers.

Our comment? Campbell is probably the first off the block. Every other agency should be following soon!

One-time No. 1 Regains Lost Position
For the first quarter of 2007, Nintendo's recently launched gaming console Wii has taken the top position by sales. So what's the big deal? Nintendo was a long-time leader in gaming consoles. Until Sony Playstation PS2 overtook it a couple of years ago.

Today, Nintendo's latest console Wii competes with formidable players. Like Sony's new PS3 (complete with specially designed, multi-core cell processors). And Microsoft's Xbox360. (Just to name the top 2.)

Today, Nintendo Wii supply far outstrips the demand, and how! In response to long waiting lists (gamers are apparently willing to wait, instead of buying competing products from Sony & Microsoft !) Nintendo has been promising production hikes, but with no appreciable results.

From all accounts, Nintendo has regained top position after several years, mainly because of the unique design of its self positioning / self adjusting remote.

A case of product feature / customer experience over-riding brand promotions. And a lesson in how product shortage can enhance brand value !