Innovation details

Presented

Los Angeles, 1995

Created for

Lands' End

Insights and actions

At an Interactive Media Conference in Los Angeles, reviewed the history of the effective development of media forms as selling tools and showed that the key ingredients for success were the combination of an understanding of the special characteristics and capabilities of the new form, together with the appearance of creative people who had the vision to break established patterns and find the new avenues to the consumer that were made powerful by the medium's character. 

Invited the audience members - marketers, technologists and creative directors - to bring their ideas on the uses of new Interactive Media to Lands' End where we would consider every promising concept.

Two new ideas involving navigation and a virtual model were subsequently incorporated into the Lands' End website.

Key clients involved

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