One would be hard pressed to find a “hotter” trend at this moment than location based (or geo-location) social media. But, beyond the adoption by the early social media technographic segments – brands and their agencies have yet to develop meaningful campaigns, yet alone platforms which full advantage of this technology or create deeper, more meaningful engagements.

“We can put together a fan page in Facebook, add a new profile in Twitter, make a track list in tune with our own brand at Spotify, hire an adwords campaign at Google and there you have it.” As you’re reading this, for sure there’s someone (related to some kind of media, agency, an advertiser or from anywhere else) saying something similar in Buenos Aires, San Francisco, Paris, Madrid, Toronto or wherever you think about.

Some of you might know me, but I guess most of you do not. My name is Mathias and four weeks ago, I moved from Sweden's Forsman & Bodenfors to join BBDO, N.Y. as Executive Creative Director and Director of Innovation. For someone who has lived most of his life a stone's throw away from the North Pole, I feel like I've been watching the world from afar.

I’m convinced that digital thinking has found a true home and place in the advertising agency world. Digital has now become the preferred toolkit to help create and deliver compelling involving brand stories. I’m now seeing blade running creative’s, looking deeper into what digital offers, exploring the outer limits and always running risks into things they don’t understand.