Aspiring to be The McKinsey Co. of Creativity. An Interview with Eduardo Braniff, CEO/Creative Director, Imagination USA I had the pleasure of meeting Eduardo at the Future Marketing Summit earlier this year, and finally our schedules allowed for this Cool Careers podcast. (Please read more for additional show notes and links). One of the most exciting concepts at the event were a series of presentations made by VCU Adcenter students - introducing several of the panel sessions. One of the take-aways from the student's presentations: Disruptive advertising is dead. Period. According to Eduardo, disruptive advertising should be dead. Eduardo participated in a panel discussion on Design at the Future Marketing Summit, moderated by Calle Sjonell, Group Creative Director, Fallon - Other panelists: Daljit Singh, Executive Creative Director and founding partner of Digit; Victor Newman, founder, Freestyle Creative, and Nicholas Utton, CMO of E-Trade. The theme of this year's Summit was Integration, which has long been seen as the holy grail of marketing communication but has rarely lived up to its own ambitions. This A-List of creatives assessed the opportunities, the issues, and the methods for agencies and client marketing teams to further engage with design and ensure its role as an integral part of all marketing communications strategies. The Imagination Group, pioneers of the Brand Experience has leveraged design to create one-of-a-kind high tech, high touch, highly immersive spaces. Example: The 10,000 square-foot Samsung Experience showroom in Manhattan, with 300 products, including next-generation gear like computers controlled by hand gestures, which can give you the feeling you've stepped into a real Second Life 3D environment. And guess what? This showroom is just for show. There are no check-out lanes because you can't buy anything. How cool is that? 2 Minutes with Eduardo: braniffpromo.mp3 27 Min : braniff060807.mp3 Less