Innovation Makes More And More Cents.
Innovation, as we know, pays. A recent study done for “BusinessWeek” by The Boston Consulting Group determined just how much. According to the study, the 25 Most innovative companies in the world “achieved median profit margin growth of 3.4% a year since 1995, compared with 0.4% for the median Standard & Poor's Global 1200 company.” "Innovation is allowing companies to grow faster and have a richer product mix," said BCG’s James P. Andrew.

Internet Killed The Video Star.
Networks are exploiting the “viral video” trend by bundling the best and worst of the clips circulated on the Net. Programs such as VH1’s “Web Junk 20” and Bravo’s ''Outrageous and Contagious" rebroadcast the amateur clips with sarcastic voiceovers. The price is right, too: often free. ''Purely from a production standpoint, these shows are the next generation of reality TV,” VH1’s Michael Hirschhorn told the “Boston Globe.”

MySpace Gets Company.
Taking inspiration from MySpace, which boasts more than 66 million registered users, companies such as Coke, Nike and USA Network have launched social-networking sites. "[The sites] are at the heart of where people come together around their passions,” Dawn Winchester, executive vice president of client services for digital ad agency R/GA, told “USA Today.” “It makes sense for the right type of brands to be engaged in that type of communication." Brands must also deal with the associated headaches, including heavy monitoring of site content.

Selling Yourself Shorts.
Now that TiVo makes it easy for consumers to avoid commercials altogether, companies are hoping to engage consumers by inviting them to create their own ads. Converse, Sony Electronics and MasterCard are a few of the companies opening the field to amateur ad persons. “[Advertisers] are no longer satisfied with just reaching the masses or goosing the recall of aspects of their products,” Bob Liodice, president of the Association of National Advertisers, told “USA Today.” “It's about a more intimate bond with a potential buyer.”

And A Side Order Of Me, Please.
McDonald’s is jumping on a trend rekindled by Dove and Wal-Mart—casting everyday people in their ads and promotional materials. In May, the burger giant held an online casting call, searching for consumers to grace their bags and cups. "We're thrilled to bring these personal images from around the globe literally into the hands of our 50 million customers in a unique and fun way," Mary Dillon, McDonald's global chief marketing officer, told the “Detroit Free Press.”

Engage Is The New Interrupt.
As audiences turn away from old media such as TV and newspapers, companies are turning to the internet to engage consumers. According to the “International Herald Tribune,” Land Rover is the first company to launch its own internet-based television-style channel, while Bacardi has launched its own web-based radio station. Both sites feature original content, interspersed with ads for their own brands.