[Posted by David Cooperstein]

Twitter: @minicooper

This morning my first new document at Forrester went live since 2002. I remember the thrill of having a whole new set of things to talk about at business meetings when those reports came out. Having shed my history as a Telecom and Retail expert, I am now more firmly focused on the issues that face Marketing Leaders, as they try to marry traditional and interactive marketing efforts.

This first report is a quick study on how low consideration brands, like soap, snacks, and sinus meds can be relevant online with some case studies from brands -- like Suave and SunChips

Last week I was treated to sit in on a major agency pow-wow hosted by The Advertising Club and sponsored by ad exchange ADSDAQ, to address the latest trend in media buying science: Agency Demand Platforms. Each of the four major holding companies, represented by WPP's MediaCom, Omnicom Digital, Publicis' VivaKi and IPG's Cadreon – sent a senior representative from their media business to talk about the move into managing online buys through the construction of demand management platforms to manage online display inventory. The panel was hosted by none other than “the Wenda” who examined the issue of Art vs.