Billed as the first microblogging event to take place in London, today we’re seeing the much talked about Media 140 event taking place in London’s South Bank. For those in front of a computer right now (ie Wednesday 20th May) the event is being streamed live here. But if you’re late to the party or on the move, we thought we’d help by reviewing views of the UK’s digerati.

The reason we were particularly interested to go along to this event amongst the many social media gigs we see put on is that it looks specifically at how the media landscape is changing in light of services like Twitter and their continuing rapid adoption. It had WIN written all over it.

So worming his way around the afternoon is Ben Matthews and he’s live tweeting his observations from the ‘front row on the right’ as well.

We’ll be updating this as the discussions develop, taking on board what we’re seeing and the speakers’ views on ‘the future of realtime news.’

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A new agency is launching… In the last 12 months we’ve seen the media landscape contorting beyond recognition. To the PR campaign these shifts are both creative and destructive, with opportunities for those prepared to ride the tidal wave. Speed, ease and control of information have led the charge in forging this change in the way people consume media, in the plugged-in generation and deep into all parts of society.

An entire demographic of consumers which does not turn on the radio, watch the evening news or feed solely off editorial opinion is swarming into the business world. Decisions are made on social buzz and swarm behaviour. The impact on PR has been dramatic, leaving an industry flexing as media consumption habits shift.  Where’s the buzz and how do we create it? Progressive brands have adapted and in a lot of places you look, you’ll see evidence of this new way. Yet only recently have we seen entire campaigns conceived, run and measured by digital natives who have the experience to hold their own at the top table and talk a CEO’s language too. And that’s why there’s been so little of it out there.

Today we’re officially launching 33 Digital, a new international agency spanning the PR and digital industries, to provide brands with that bit of web wizardry they are missing and wouldn’t consider going anywhere else to get. We’re starting up with a team across Europe, a client roster and an approach that we hope will turn a few heads.

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