Welcome back! It's good to see you again. Please note that I am now publishing all new material at my hub site: In Context Blog

In the new Ad Age Digital:

• A 15-year old blogger in New Zealand gets US ad dollars
  

  …look at how U.S. advertisers are beginning to buy ad space from bloggers in the Pacific Rim. One such blogger is Glenn Wolsey, a 15-year-old from New Zealand who writes about the Macintosh as a productivity and photography tool. I recently interviewed Glenn via e-mail to get a sense of how someone without media experience can come out of nowhere to compete for U.S. ad dollars.

• Reverse mentoring at Unilever:
  

  Scrap the protractors and pencils and break out the mouse pads. At Unilever, homework is all about social networking, video games and YouTube.

   

  

  Unilever’s viral videos — like the new ‘Onslaught’ commercial — show digital savvy, but the package-goods giant’s reverse-mentoring program is designed to make sure execs can keep up with current trends.

  As marketers struggle to keep pace with a rapidly changing media landscape, they are reaching out to young talent to help brands tap into the digitally savvy consumer. But how do you ensure valuable senior executives don’t lag behind? One way is to institute a so-called reverse-mentoring program that pairs rookie marketing executives with senior execs, like the one Unilever USA introduced earlier this year.