Transcending the Traditional – The Story Behind TED's "Ads Worth Spreading"

Discussion of TED's Ads Worth Spreading initiative, from the 4A's "Transformation 2011 conference in Austin, Texas.

Transcending the Traditional – The Story Behind TED's 'Ads Worth Spreading'

Geoffrey Precourt Warc

TED, self-described as "a small nonprofit devoted to 'Ideas Worth Spreading'" has taken its upmarket social networking to marketing with an Ads Worth Spreading initiative. The goal, according to the organization, is not just to recognize creative brilliance but also to raise the standards for advertising, online and beyond.

"At TED, we use the power of social networking to bring ideas out into the world," said Ronda Carnegie, global partnership director, who previously served as associate publisher of Condé Nast's Portfolio business monthly, "to give...

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