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Sunday, November 23, 2014

Viral Video: Zumba Culture

I’m not going to lie—this video made me take a dance break. Hope it works as well for you. The video is brought to you by Statty’s, a company that makes upscale Post-It-style products for creatives.

Friday, October 10, 2014

Cool Campaign: Nature Speaks Up

Nature is coming in loud and clear thanks to Conservation International’s new campaign: Nature Is Speaking. The thrust of the message is that nature is not dependent on humanity; we are dependent on it.  A gang of A-list celebrities including: Harrison Ford, Julia Roberts, Penelope Cruz, and Kevin Spacey, have chimed in with compelling monologues as the sea, the wind, the soil. Their voice-overs accompany a series of lush videos about the importance of protecting the earth’s natural resources.

The series premiered at SXSW Eco in Austin, Texas, and a new film will appear each week on the campaign’s website. Hewlett Packard is sponsoring the campaign with a cause-marketing overlay that donates $1 to the cause for every social media mention. We invite you to jump in using hashtag #NatureIsSpeaking when sharing with your peeps.

Thursday, August 14, 2014

Ru Paul and New Trends in Entertainment Marketing

This week, I had a lively exchange with Dave Gianatasio over at AdWeek magazine about trends in product integration. When sponsors insert themselves into the context of the culture, it communicates what the brand means in people's lives. It's powerful. We've built a business advising clients about how to do that well. Handled crudely, it can create a deadly collision for both the brand and the content.  The days of lathering on superficial logo placements and expecting results are gone. A new generation of social mavens are training the next generation of consumers to expect quality interactions. Check out the full article here.....

Wednesday, July 30, 2014

Trending: Brands Go Urban--Kraft Moves

Very recently, we got a new neighbor on our block. Kraft Foods Group moved its marketing operations to our little strip of Michigan Avenue. We’re thrilled. Mainly because it signals a renaissance in urban business life. The move follows other suburban-based marketers, such as Heineken USA, PepsiCo and Discover, that have also opened city offices recently.

When suburban-based brands move to urban dwellings, it updates their brand personality making them more hip, more youthful. Others brands seeking the urban identity include Westchester County, N.Y.-based PepsiCo, which housed its global design and innovation team in New York City's Tribeca neighborhood in late 2013. White Plains-based Heineken USA opened an office on New York City's Park Avenue in 2010 for its marketing and innovation team.

We haven’t dropped by yet to welcome our new neighbors, but we hear delicious rumors about their digs: The environment is open concept and casual with a dynamite training room. Long tables replace cubicles so employees can easily plug in to work. We are thoroughly jealous of automated massage chairs, as well as a private room for nursing mothers. As a boutique agency we’ll just have to rely on the occasionally pedicure respite to get our jiggly chair massages.

Welcome to the ‘hood Kraft Food Group. 

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