You’ll see fewer brands creating a site for one campaign and then throwing it away. Certainly we won’t do that at Unilever any more.

Cheryl Calverley, Unilever UK’s senior global manager for Axe Skin

Decline of the Campaign Sites

Both Coke-Cola and Unilever reveled that they are moving away from the concept of creating one-off campaign sites for every new product and initiative.  This will be a drastic shift from the current site throw away model.  Many interactive studios will resist and fight this change, but I honestly see this as an opportunity for innovation, producing some really exiting campaigns.  2010 will prove to be interesting.

Make no little plans. They have no magic to stir men’s blood and probably themselves will not be realized. Make big plans; aim high in hope and work, remembering that a noble, logical diagram once recorded will never die, but long after we are gone will be a living thing, asserting itself with ever-growing insistency. Remember that our sons and grandsons are going to do things that would stagger us. Let your watchword be order and your beacon beauty. Think big.