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Bob Jacobson is one of the more thoughtful thinkers on experience design and the commentary he provides on his Total Experience blog is therefore frequently cited on Putting People First.

Yesterday he analysed how the advertising profession has opened a more systematic approach to experience design.

More in particular he looks at three initiatives: the Consumer Experience Practice of the Interpublic Group (IPG), Denuo of the Publicis Groupe, and the independent Brand Experience Lab.

(I might want to add Arc Worldwide, also of the Publicis Group.)

Bob provides a lot of insight in who is actually working for these initiatives, what their agenda is, and what that might mean for the field. He also goes into some depth on the Brand Experience Lab, which he thinks is “the most appealing for its holism”.

But more is needed, he concludes, to get the advertising industry to really address experience design issues, beyond the online world.

“Whatever happened to the industry’s paradigm-shifters? The advertising world is in the throes of the biggest upheaval since the advent of TV, and the revolutionaries are nowhere to be found. Instead, there are predictable arguments from predictable sources: The old-media mavens espouse the importance of integrated solutions with new media, and new-media moguls chatter politely about spreading the wealth with network TV.”

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