Check out the interesting backstory from @bmorrissey at Adweek on their “Real-Time Cannes” program. Here’s the key quote:
material fit in containers of the past. A few interesting remarks at a
seminar were either a 500-word news story or something that remained in
our notebook. An hour and a half meeting would end up yielding a quote
in the magazine story.
They built it fast, outside of their corporate boundaries, and with a “will it work?” mindset. Innovate or die tryin’.