http://mortarandpixel.com/blog/2009/09/the-next-generation-bends-over/ the findings and observations of a Digital Channel Strategist Wed, 10 Mar 2010 01:06:35 +0000 hourly 1 http://wordpress.org/?v=3.0 http://mortarandpixel.com/blog/2009/09/the-next-generation-bends-over/comment-page-1/#comment-155 vbrunetti Mon, 21 Sep 2009 22:58:29 +0000 http://mortarandpixel.com/blog/?p=173#comment-155 It's easy and understandable to feel the us vs. them mentality but think of what Mint gains. The way smaller agencies can't compete with the media -buying power of the big dogs, by being part of Intuit, Mint might be able to leverage their (combined) market presence to offer better deals with the in-application offers Mint provides. Let me be clear, I do think it is extremely difficult for a young/agile/small organization to change the culture of a larger/lumbering one. And this all might not work out. But successful mergers have worked in the past with a dynamic similar to this. Think of Adobe acquiring Macromedia. Macromedia needed the leverage Adobe could provide to fend off competing offerings from MSFT and others. We'll just have to see how the two cultures mix and whether or not the specialness of Mont can survive the often toxic atmosphere the old-guard can have. It’s easy and understandable to feel the us vs. them mentality but think of what Mint gains. The way smaller agencies can’t compete with the media -buying power of the big dogs, by being part of Intuit, Mint might be able to leverage their (combined) market presence to offer better deals with the in-application offers Mint provides. Let me be clear, I do think it is extremely difficult for a young/agile/small organization to change the culture of a larger/lumbering one. And this all might not work out. But successful mergers have worked in the past with a dynamic similar to this. Think of Adobe acquiring Macromedia. Macromedia needed the leverage Adobe could provide to fend off competing offerings from MSFT and others. We’ll just have to see how the two cultures mix and whether or not the specialness of Mont can survive the often toxic atmosphere the old-guard can have.

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