Dear Clients and Friends of Resource Interactive, 2006 was a banner year for Resource and our clients. And 2007 holds even more promise—we have already launched a number of new sites. The internet-enabled citizenry, or icitizens, are driving business and brands in new models of communication. We find ourselves in the role of advocate and facilitator—encouraging our clients to open, engage and co-create with consumers. In the spirit of openness, our President Kelly Mooney and a multi-disciplinary group of our associates are busy writing our second book, titled Open Branding, due out this summer. A follow-up to Mooney’s 2002 bestseller, The Ten Demandments, Open Branding focuses on the rise and influence of the icitizenry. This was our 10th year of studying online retailers with an eye to emerging trends, best practices and missed opportunities during the gifting season. Diving deep into the online practices of 50 top online retailers, we were delighted to find many sites effectively leveraging the channel—and reaching across channel—to deliver meaningful customer experiences. In addition, our observations are infused with findings and insights from past studies, providing a 10-year retrospective. Intrigued? Download the PDF
	Herbal Essences is taking aim at Valentine’s Day and has sent out a warning shot at the old match-maker himself—Cupid. In a fun-loving campaign cued off the power of beautiful hair, consumers can share their best match-up stories, send an e-valentine and enjoy some lovely footage of Cupid in action. Ready for a chuckle? Visit http://www.dumpcupid.com/ and decide who needs Cupid for yourself.
	We teamed up with The Coca-Cola Company to refresh its corporate web site and celebrate the company’s efforts in the marketplace, workplace, environment and community. This multi-disciplinary engagement was a great opportunity for us to help The Coca-Cola Company to better communicate its leadership not just as a world-wide beverage company, but as a global citizen. We created more intuitive information hierarchy, focused the messaging and updated the look and feel to better meet the needs of a world-wide audience that includes career seekers, press, investors and analysts. The experience begins with an engaging, interactive experience on the homepage that encourages visitors to explore the company’s broad portfolio of beverages, quite literally around the globe—while using the clock on your computer as home base. http://www.thecocacolacompany.com/ Head & Shoulders’ national television campaign drove consumers to one place in January: headturninghair.com. To complete the campaign, we developed the site—a hub for a contest that gives consumers the chance to appear in a June ad in Cosmopolitan magazine—creates a holistic link from television to the web. It begins where teaser TV spots leave off, with a virtual magazine cover as its homepage. Pages animate as consumers “thumb through” on the way to contest sign-up, tips, video, even a Head & Shoulders product selector. Site updates and emails throughout the contest period will drive repeat visits to enter, vote and see the winner. Our Executive Director of Client Services, Susan Ashley presented insights from our study of the digital millennial generation as part of a session entitled: Reaching Targeted Markets: Women, Teens, Boomers, and the Emerging Majorities, January 8 in Las Vegas. The Consumer Electronics Show is the world’s largest consumer trade show and considered the launch pad for new and innovative technologies. Check it out. http://www.cesweb.org/default.asp Read Litmus: Decoding the Digital Millennials