Dayvid Iannaci, Owner, Ghost Agency

Your idea about the perfect working day: It has to include new business. It’s all about the hunt and the kill. It could be a new concept, throwing Ideas against the wall and getting the big idea. This can apply to old business as well.

Your muse best comes when:  Hm, it’s really hard to say.  It could be a leaf falling off the tree, sour milk in the coffee or anything really.  Music can really get me in the right mindset but it has to be something without lyrics. I don’t know, but something about music with lyrics throws me off when I’m working.  I like ambient, although it could be some techno, but nothing too heavy, some classical or even some of the longer Floyd instrumental cuts can work.

What needs to be changed/improved in order to achieve ultimate engagement with users:  We’re heading towards a place where users are providing the content they want. They are the ones generating content. Look at Wikipedia. I think that’s the perfect example. It’s all about the interactive product and the user. We’ve reached a place where it is the user who creates products. Some aren’t professional and some are. It’s a wide open arena.  

The user generated content creates a great opportunity for dialogue. The technology is there, the limit is not the technology. It’s just a matter of seizing opportunities.

Favorite Brand Experience:  My favorite was for the campaign we ran for the Hulk movie. The things we were able to do with this campaign were impressive. We were able to schedule opt-in sound for the media buy and have the campaign be very disruptive, all in a good way. It was something they haven’t seen before. The screen shake was unexpected. It was a good one.