Are you ready?

In this issue of Viewpoint, we explore new frameworks, new channels, new marketing models and new looks at old-world skills like brand storytelling. We even challenge the very foundation of traditional Marketing: the Four Ps.

			Moto Gets Into the Groove by Chris Reitermann ( OgilvyOne Worldwide - Beijing ) Motorola found a way to succeed in an extremely competitive market by successfully capturing the attention and imagination of China's youth through the unifying force of music.

			Branded Entertainment: What's Old Is News Again by Doug Scott ( Ogilvy North America - New York ) As old as television itself, branded entertainment is undergoing a digital renaissance as it becomes an increasingly viable way to connect brands and consumers.

			Search: A Must for Every Media Plan by Greg Smith ( Neo@Ogilvy - New York ) Internet-driven "search" has become the ultimate connection mechanism, linking buyers and sellers at a level of relevancy and immediacy never seen before.

			The 4Ps Are Out, the 4Es Are In by Brian Fetherstonhaugh ( OgilvyOne worldwide - New York ) Brian Fetherstonhaugh's article talks about the need for a change in marketing, replacing the 4Ps of marketing with the 4Es.

			A New Rallying Cry by Aaron Griffiths ( Ogilvy North America - New York ) Jan Leth ( OgilvyInteractive - New York ) Dada. Data. Alpha. Beta. Memorize these four little words, and you are well on your way to mastering the digital age of communication.

			5 Top Tips for the Future by Patou Nuytemans ( Ogilvy & Mather EAME - London ) Still coming to grips with the new marketing landscape? Here's how to successfully engage the 21st-century consumer.

			A Fresh Agency Model by Fraser Watson ( OgilvyOne worldwide Ltd. - London ) Paul O'Donnell ( OgilvyOne worldwide Ltd. - London ) With the explosion of marketing channels and activities and the growth of alternative marketing communications disciplines, is it time for a new client/agency model?

			BP and the Power of the Long Tail by Bo Hellberg ( OgilvyOne worldwide Ltd. - London ) BP turned to digital media platforms to communicate its messages, effectively unleashing the power of the Long Tail.

			Brand Journalism and Storytelling by Chris Wall ( Ogilvy & Mather - New York ) The march of technology may have changed the way we consume media, but the ancient art of storytelling is as alive and relevant today as it ever was.

			Content: The Secret Weapon that Fuels Sales by Sherri Leopard ( Leopard - Broomfield ) The sales and marketing gap is narrowing, thanks to digital channels that make rich, targeted and timely content more accessible than ever.

			Driving Results with Optimization by Matthias Kurwig ( Neo@Ogilvy - New York ) What does a digital marketing campaign have to do with a Formula 1 race? Real-time results can propel performance to the next level.

			Get a Second Life by Giles Rhys Jones ( OgilvyOne worldwide Ltd. - London ) Second Life can be a dangerous place for ad agencies and brands. But taking a risk to engage and converse with the residents of this world can yield surprising results.

			New Directions in Loyalty by Daniel Knudsen ( The Lacek Group - Minneapolis ) By adopting the newest technologies, National Car Rental offers enhanced consumer experiences, driving loyalty and sales.

			The Enormity of Email by Andy Goldman ( OgilvyOne worldwide - New York ) In today's era, when consumers not only choose but control their media consumption, email has emerged as the rising star of direct marketing.

			The Virtual Classroom by Patty Lyon ( OgilvyOne worldwide - New York ) Digital has opened up new and limitless possibilities for learning, and Ogilvy has evolved to take full advantage of them.

			Viral Video: Multiplying Your Media Spend by Benjamin Ezrick ( OgilvyInteractive - New York ) Personal recommendation through word-of-mouth is the marketer's "holy grail." Today, through the magic of broadband connection, users all over the world are sharing content (along with marketing messa