NEW YORK: Google has been toppled from its position as the world's "most innovative company" in business magazine Fast Company's annual top 50 rundown, by what it calls the most "powerful new national brand in a generation" – the new US president, Barack Obama.
As reported by WARC Online's US Editor Geoffrey Precourt, platforms like YouTube were at the heart of Obama's campaign, which also mixed digital and traditional media to spread his message of change.
Fast Company argues Obama and his campaign team have "become the envy of marketers both in and out of politics for proving, among other things, just how effective digital initiatives can be."
Google was in second place in the magazine's list, with its Android cellphone and Chrome internet browser among the innovations cited as keeping it at the forefront of technological change.
Online video site Hulu, consumer electronics giant Apple, computer firms Cisco Systems and Intel, camera maker Pure Digital, Chinese company WuXi PharmaTech, web retailer Amazon and design consultancy Ideo also all made the top ten.
Crispin Porter + Bogusky was the top-ranked ad agency, at number 23, and was lauded for its work with Volkswagen, Coca-Cola, Burger King and Microsoft, followed by Apple's agency, TBWA/Worldwide at number 24 in the rankings.
As reported by WARC Online's US Editor Geoffrey Precourt, platforms like YouTube were at the heart of Obama's campaign, which also mixed digital and traditional media to spread his message of change.
Fast Company argues Obama and his campaign team have "become the envy of marketers both in and out of politics for proving, among other things, just how effective digital initiatives can be."
Google was in second place in the magazine's list, with its Android cellphone and Chrome internet browser among the innovations cited as keeping it at the forefront of technological change.
Online video site Hulu, consumer electronics giant Apple, computer firms Cisco Systems and Intel, camera maker Pure Digital, Chinese company WuXi PharmaTech, web retailer Amazon and design consultancy Ideo also all made the top ten.
Crispin Porter + Bogusky was the top-ranked ad agency, at number 23, and was lauded for its work with Volkswagen, Coca-Cola, Burger King and Microsoft, followed by Apple's agency, TBWA/Worldwide at number 24 in the rankings.
Data sourced from M&MGlobal; additional content by WARC staff
