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    Ian Schafer.com

    Breaking News: Deep Focus To Be Acquired.

    Posted by on April 1, 2008 @ 1:59 am.

    I was going to write a long post about this exciting day, but I figured I’d just address this personally:


    A Very Deep Focus Announcement from Ian Schafer on Vimeo.

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    See Me At Ad Age’s Digital Marketing Conference on Tuesday 3/18.

    Posted by on March 16, 2008 @ 7:21 pm.

    2A579978-5311-4453-8B8A-51F6C5C84BA7.jpgMy next speaking gig should be a doozy.

    I’ll be appearing at Advertising Age’s Digital Marketing Conference this Tuesday, 3/18 on the following panel:



    11:30am — Talking Talent
    There’s a new crop of stars in town who’ve grown their celebrity via MySpace pages, YouTube channels and videos gone viral. And now, of course, they’re celebrity spokespeople.

    Moderator: John Battelle, Founder/Chairman/CEO, Federated Media

    Panelists:

    Nathan Coyle, Digital Agent, Creative Artists Agency

    Ian Schafer, CEO, Deep Focus

    Robert B. Stone, Director of Interactive & Emerging Media, Cadbury Schweppes Americas Beverages

    Damon Wayans, Founder, WayoutTV.com

    This should be a fantastic panel, one that will address issues about online video and the talent that plays such a big role in its success. Brands, publishers, and talent will stand to learn a great deal from the varied perspectives on the panel.

    Act now, because this thing is almost completely sold out, people.

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    My Podcast Interview @ SXSW.

    Posted by on March 13, 2008 @ 8:55 pm.

    While at SXSW, I did a podcast interview with one of my favorite Scotsmen, Ewan Spence. I talk about the state of online marketing, the (in)famous Zuckerberg interview, and some other potpourri.

    Check it out here.

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    Reminder: See me at Media Summit NY on Wednesday, March 12th.

    Posted by on March 11, 2008 @ 10:47 pm.

    EE44F5FD-2437-49F9-82F4-FBCE684FCEE0.jpg


    Remember, I’ll be attending the Media Summit NY on March 12th, presented by Digital Hollywood where I’ll be speaking on the following panel:



    2:15 PM - 3:30 PM

    Session C:

    Advertising NEXT: Social Networks, User Generated Video, Blogs, IMs, Podcasts, Broadband and Mobile


    In this session, we will look for a comprehensive understanding of what advertising in the next generation will look like. The world of advertising has been completely dislocated by the acceptance and integration of the new technologies, from PVR and Broadband to Social Networks, VOD, Mobile, Blogs and ITV, the consumer is being both barraged by content and choice, he/she is being overwhelmed by the technology itself. While the decisions being made by the advertising community are always measured and incremental, the technologies at hand are profound and will only move forward. How fast and at what rate of impact is still to be understood, but the question is no longer about consumer acceptance and proof of distribution, it is about when the roof is going to cave in. The new technologies are successfully invading traditional media and the good news is rather than leaving the advertiser without a way of reaching the audience, the new technologies may ultimately prove to be better and more comprehensive vehicle for reaching and developing relationships with an even larger customer base.

    Bant Breen, president, Interpublic’s Futures Marketing Group

    Kevin P. Ryan, Co-Chairman, Alley Corp., former CEO and co-founder, DoubleClick

    Anne Hunter, Vice President, Platform-A Strategic Advertising Solutions, AOL

    Scott Kessler, Senior Director, Information Technology, Internet Software & Services and Internet Retail, Standard & Poor’s Equity Research

    Marc Ruxin, SVP, Director, Digital Strategy and Innovation, MCCANN WorldGroup

    Ian Schafer, President and Founder, Deep Focus

    Dean Carignan, Director, Ad Business Strategy, E&D Division, Microsoft Corporation

    Tim Chang, Principal, Norwest Venture Partners, Moderator

    Registration is here. See you then!

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    See Me At Media Summit NY on Wednesday, March 12th.

    Posted by on March 6, 2008 @ 4:25 pm.

    EE44F5FD-2437-49F9-82F4-FBCE684FCEE0.jpg


    Hopefully, you’ll be attending the Media Summit NY on March 12th, presented by Digital Hollywood where I’ll be speaking on the following panel:



    2:15 PM - 3:30 PM

    Session C:

    Advertising NEXT: Social Networks, User Generated Video, Blogs, IMs, Podcasts, Broadband and Mobile


    In this session, we will look for a comprehensive understanding of what advertising in the next generation will look like. The world of advertising has been completely dislocated by the acceptance and integration of the new technologies, from PVR and Broadband to Social Networks, VOD, Mobile, Blogs and ITV, the consumer is being both barraged by content and choice, he/she is being overwhelmed by the technology itself. While the decisions being made by the advertising community are always measured and incremental, the technologies at hand are profound and will only move forward. How fast and at what rate of impact is still to be understood, but the question is no longer about consumer acceptance and proof of distribution, it is about when the roof is going to cave in. The new technologies are successfully invading traditional media and the good news is rather than leaving the advertiser without a way of reaching the audience, the new technologies may ultimately prove to be better and more comprehensive vehicle for reaching and developing relationships with an even larger customer base.

    Bant Breen, president, Interpublic’s Futures Marketing Group

    Kevin P. Ryan, Co-Chairman, Alley Corp., former CEO and co-founder, DoubleClick

    Anne Hunter, Vice President, Platform-A Strategic Advertising Solutions, AOL

    Scott Kessler, Senior Director, Information Technology, Internet Software & Services and Internet Retail, Standard & Poor’s Equity Research

    Marc Ruxin, SVP, Director, Digital Strategy and Innovation, MCCANN WorldGroup

    Ian Schafer, President and Founder, Deep Focus

    Dean Carignan, Director, Ad Business Strategy, E&D Division, Microsoft Corporation

    Tim Chang, Principal, Norwest Venture Partners, Moderator

    Registration is here. See you then!

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    Prepare Now for SXSW.

    Posted by on March 5, 2008 @ 11:50 pm.

    sxswi.jpgI’ll be headed down to Austin, TX for SXSW Film & Interactive on Friday, returning on Tuesday. While down there, I’ll be posting my thoughts on what I hope to be a great few days. If you’re not going, you can follow along right here at IanSchafer.com.

    But if you are planning on attending, here’s how to catch up with me and say hello in person:

    1) Get a Twitter account. Follow my every move at http://www.twitter.com/ischafer.

    2) Attend my panel:

    Blogs, Buzz, and Buddy Lists
    Room 12AB
    Sunday, March 9th
    3:30 pm - 4:30 pm

    Use the Internet before the Internet uses you. Thanks to blogs, web-video, and social networking sites, the online universe is a valuable (but no less intimidating) landscape for artists. How do you get the best out of blogs and other sites, to maximize your potential for an audience. Or, how do you get yourself introduced to the booming industry of online journalism and video sharing? These experts will dig deep into these ever-changing trends.

    Moderator: Paul Harrill, Lovell Films
    Karina Longworth, Film Blogger, Spout.com
    Alison Willmore, IFC
    Ian Schafer, CEO, Deep Focus
    Victor Pineiro, Writer/Producer, Second Skin

    3) Check out these panels at SXSW Interactive that I’ll likely be attending:

    Saturday, 8 March 2008
    11:30AM The Suxorz: The Worst Ten Social Media Ad Campaigns of 2007
    2:00PM Opening Remarks with Henry Jenkins and Steven Johnson
    5:00PM Behind the Scenes at the Onion News Network
    5:00PM Social Marketing Strategies Metrics, Where Are They?
    5:00PM Social Network Coups: The Users are Revolting!

    Sunday, 9 March 2008
    10:00AM Social Design Strategies
    11:30AM Social Strategies For Revolutionaries
    2:00PM Keynote Interview with Mark Zuckerberg
    3:30PM Blogs, Buzz, and Buddy Lists
    5:00PM Gossip

    Monday, 10 March 2008
    10:00AM Sponsored Panel: Going Social Now
    5:00PM Pimp My Non Profit - Real Non-Profits Kicking Ass with Online Technology
    5:00PM Sponsored Panel: The Web Agency: There Will Be Blood

    Tuesday, 11 March 2008
    11:30AM Peas in a Pod: Advertising, Monetization and Social Media (B)

    4) Don’t forget to check out the Deep Focus/BlogAds/NPR/PBS/indieWire/ITVS party on Sunday, March 9 @ 9pm at KLRU’s legendary Austin City Limits Studio [2504 B Whitis (Corner Guadalupe & Dean Keeton)]! More information at the party’s event page on Facebook.

    5) Read IanSchafer.com!

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    Special Thanks.

    Posted by on March 2, 2008 @ 10:59 pm.

    564F880A-3137-411D-9110-CD474CE61BEC.jpgI’d like to take a moment to extend a very sincere ‘thank you’ to Deep Focus Creative Directors Nick Braccia and Dana Deskiewicz for penning some pretty darn fantastic blog posts in my week off.

    From time to time, I’ll be calling on them for guest commentary and insight.

    But for now, I’m back in action. And tan. Or, at least as tan as I get. Maybe just a little more freckly than usual.





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    Going to SXSW? Come to Our (Soon-To-Be-Legendary) Party.

    Posted by on February 15, 2008 @ 11:44 am.

    Here’s all you need to know:

    61BDC910-A2D0-4866-85F9-8EC044B73FF2.jpg

    There’s also more information available on Facebook.

    See y’all there!

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    Deep Focus Goes Analog for Harold and Kumar.

    Posted by on February 14, 2008 @ 2:14 pm.

    We’ve done analog advertising before, but this one is just too cool to hold in.

    0CD7C657-DEF0-43B2-94C4-CB4D30A7C579.jpg

    Download our Harold and Kumar Prison Activity Fun Book by clicking here.

    Color outside the lines, children. And then when you’re done, you can use it as rolling papers. That’s what H & K would probably do.

    And when you’re done with that, you can re-watch Shaq’s Super Bowl spot from our friends at vitaminwater. It’ll be even funnier, if that’s possible.

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    I Get Interviewed By AgencySpy.

    Posted by on January 3, 2008 @ 3:58 pm.

    agencyspy.pngDo you read AgencySpy?

    Well, you should. If sardonic wit, biting sarcasm, no-holds-barred looks at the ad industry are your thing, then make AS part of your daily fix. The blog humors. It humbles. And AgencySpy? Well she’s wonderful.

    AgencySpy decided to take the time out of her busy day to spend a little bit of time interviewing me about digital agencies and the advertising business, and I even got the chance to freestyle rap.

    Check out the exclusive interview by clicking here.

    Here’s a taste:

    Digital implies cutting edge. In fact, some of the best indie
    digital shops seem to us like trend units. Do you feel as though
    that’s true - that digital agencies are required to be up on all
    things “happening” in culture online and off? Do you clients expect that of you?

    Digital agencies take many forms, and many play different roles. The vast majority of roles do not require an agency to be ‘hip’ or ‘cutting edge’ or even aware of what’s next. The average agency is a role player, and winds up being average in the process. And many times, ‘average’ is ‘good enough’ (like the Cyndi Lauper song from The Goonies).

    But the best agencies are up on all things ‘happening’ in culture online and off. And for the record, an agency is not up on all things ‘happening’ just because they have a ‘lab’. Or someone in charge of ‘innovation’. A true awareness of emerging trends, technologies, and behaviors requires an agency to make that awareness part of its culture — part of everyone that works there — to have it come through in every piece of work. The best digital agencies (creative, media, PR, or full service) know what is emerging, and what will ultimately emerge (sometimes two different things).

    Finish reading the interview here.

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