The New Mobile Office

I keep thinking about the impact of Audience 2.0 on business — on the way we work, who we are while working (ie the changes we make to our persona according to role etc) and the way that technology is transforming our lives and our workplaces. Increasingly, I am sensing that the old B2B models — where we target our messaging and our communication efforts towards faceless, yet professional audiences — are on the way out. And as we all begin to emerge from behind the "professional" masks that we wear, the brands that leapfrog their competitors will be those that speak to us knowing the mask but reaching for the complex person behind it.

This, piece for Fedex is a great example that showcases technology, power relationships, office politics, and the realities of business deadlines while also bringing in the personal, lifestyle and social orientation of our work/daily lives. Nice.