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Taking shots We’ve been working—and playing—hard to help launch...

sstevens — Fri, 28 Oct 2011 13:54:00 -0400

Taking shots

We’ve been working—and playing—hard to help launch a new product for our client, Nine Holes Anywhere. And we couldn’t be more excited. Look out for this cool, golf-style croquet game soon.

A great day golfing for a great cause

sstevens — Fri, 28 Oct 2011 10:45:56 -0400

Shannon and Chris just hit the links to help raise money for the Make-A-Wish Foundation, which strives to give hope, strength, and joy to children with life-threatening medical conditions.

Say hello to our fun little video

sstevens — Mon, 10 Oct 2011 16:41:00 -0400

As part of a recent campaign, we created this fun teaser video to help launch the new iPhone app for Barclaycard US.

The short, catchy video shows off a few of the cool features. Along with the video, we also created banner ads, interstitials and emails to make it the must-have app for Barclay customers.

What Facebook's changes mean to advertisers

sstevens — Mon, 03 Oct 2011 21:18:00 -0400

Almost as soon as Facebook announced new changes, businesses had plenty of questions about the fallout, and what to do about it. In general, the changes show that Facebook is becoming more of a one-stop shop for communication, entertainment, conversation, and ultimately, decision making. That also means people are sharing all of their experiences—both the good and the bad.

For advertisers and brands, they must continue to play within the social space and follow the rules: Don’t talk at people, rather make them want to connect with you. With all of these new changes, users have more to do than ever, and also more to forget about. As advertisers, we don’t want this to happen to us.

What should you do about it?

It’s only going to get better and broader. Advertisers can now target everything from initial demographic info to music, food, and lifestyle habits in real time. So, instead of qualifying targets based on “likes,” you will be able to serve targeted ads to actual viewership and usage, which opens up targeting opportunities previously not available anywhere.

Make sure you’re easily found. You have social tags on all websites, all social media profiles, and content is bite-sized and shareable for consumers to post around.

Review your social media strategy. See how you can take advantage of the changes to meet your brand goals, while giving consumers relevant content they want.

Review your Facebook profile. Based on the new timeline look and feel, can you adopt that type of design and overview of your business? Make sure you are loading all the content onto your site directly. With sharing statistics now visible to anyone coming to your page, make the content and page shareable. Focus on bite-sized content for pass along value.

New face around the office We couldn’t be prouder to introduce...

sstevens — Wed, 17 Aug 2011 22:19:00 -0400

New face around the office

We couldn’t be prouder to introduce Stephanie Spero as our new director of engagement and strategy. In her role, she’ll oversee our digital and social media strategies, helping round out the expertise we offer our clients.

“We’re thrilled to have Stephanie on board,” says Shannon Stevens, co-founder and creative director. “She brings a ton of knowledge and experience in just about every part of advertising.”

Most recently, Stephanie worked at Tribal DDB as an account director on several Johnson & Johnson accounts. She has over 11 years of media and account service experience in industries such as consumer and packaged goods, healthcare, pharmaceutical and financial services. Get more details here.

Google’s demo shows advertising trend at Cannes ...

sstevens — Thu, 30 Jun 2011 17:37:00 -0400

Google’s demo shows advertising trend at Cannes

There was a lot of talk about the convergence of advertising, entertainment and technology coming out of the big ad fest in Cannes last week. A great example is this collaboration between Google Creative Lab and the band Arcade Fire, which launched last summer and won a top honor at the event.

Using Google Maps and Streetview, the interactive music video lets you include scenes from your childhood home. It’s a cool experience—and an effective way to show off their new browser.

Check out all the winners from the Cannes Lions International Festival of Creativity.

Our direct marketing is flying high At essentia, our mantra is...

sstevens — Fri, 17 Jun 2011 10:24:00 -0400

Our direct marketing is flying high

At essentia, our mantra is “always move the needle” for our clients. So we were thrilled to be recognized for doing just that.

For our campaign for Barclaycard US, marketing its Frontier Airlines loyalty credit card, we recently took home three Benjamin Franklin Awards for Direct Marketing Excellence from the Philadelphia Direct Marketing Association. We won in the categories: Internet/Interactive, Acquisition to Existing Customer, Financial; Multimedia, Acquisition to Existing Customer; Internet/Interactive, Retention. Check out all the winners.

The campaign, called “Your Inner Animal,” incorporated a direct mail piece, personal URLs and emails. With a response rate of 30%, it blew away the industry average of 1 to 3%.

Customer’s angry voicemail becomes anti-texting PSA The...

sstevens — Tue, 07 Jun 2011 10:03:00 -0400

Customer’s angry voicemail becomes anti-texting PSA

The Alamo Drafthouse in Austin takes movies seriously. So do their most loyal customers. That’s why this hilarious new PSA couldn’t be more on target. It uses a voicemail from an actual customer kicked out for texting. What’s not to like? Warning: there’s a reason they only show it before R-rated movies. Watch it!

It’s kind of like that A good metaphor goes a long way in...

sstevens — Fri, 27 May 2011 14:19:00 -0400

It’s kind of like that

A good metaphor goes a long way in advertising, as with this terrific Mini Cooper ad. Just choose your words carefully.

A new study shows how the two crime metaphors a “wild beast preying on the city” and a “virus infecting the city” got drastically different responses.

"Creativity is not a concept. It’s like any skill: a disposition you have to nurture."

sstevens — Thu, 19 May 2011 15:25:21 -0400

“Creativity is not a concept. It’s like any skill: a disposition you have to nurture.”

- Axelle Tessandier

Would you repeat that? Here’s how you get a lot out of a little...

sstevens — Thu, 19 May 2011 14:35:00 -0400

Would you repeat that?

Here’s how you get a lot out of a little space. In what’s likely the shortest ad ever, Tel Aviv McCann Erickson created this spot for the International OCD Foundation.

By requiring you to replay the video to actually read the copy, it demonstrates how some people with OCD must perform simple actions over and over again. It makes the point nicely, and it’s a perfect use of YouTube. As clever as it is, do you think people will take the time to get the message?

Keeping it weird—and in brand In Austin, local businesses do a...

sstevens — Sun, 08 May 2011 17:07:00 -0400

Keeping it weird—and in brand

In Austin, local businesses do a great job of tapping into the city’s reputation as an independent, creative and quirky place. A lot of them do this by leveraging the Austin Independent Business Alliance’s slogan, “Keep Austin Weird.” It’s a great umbrella message that perfectly captures the city’s brand and helps set the locals apart from the corporate chains. Check out a few of the locals we love:

World Cafe Live and WXPN 88.5 Grand Opening Ribbon Cutting...

sstevens — Fri, 01 Apr 2011 14:00:00 -0400

World Cafe Live and WXPN 88.5 Grand Opening Ribbon Cutting Celebration.

Thanks to all who made this possible and allowed us to share in the celebration.

This place is amazing and the sound design is incredible to boot. Props to Buccini/Pollin Group for having the vision to create this.

Great Music is alive in Wilmington.

Another reason to feel bad eating a Filet-o-Fish The song from...

sstevens — Wed, 30 Mar 2011 12:29:29 -0400

Another reason to feel bad eating a Filet-o-Fish

The song from the TV ad campaign was sure catchy. But we’re not sure what to make of this recent ad on a bus shelter. Is it really a good idea to associate your fish sandwich with a plastic fish? And eating the poor thing’s family?

"People ignore design that ignores people."

sstevens — Wed, 30 Mar 2011 11:04:45 -0400

“People ignore design that ignores people.”

- Frank Chimero

The Taco X-press in Austin TX doesn’t waste any...

sstevens — Thu, 10 Mar 2011 22:20:00 -0500

The Taco X-press in Austin TX doesn’t waste any opportunities to get their message across. Just about every inch of this local favorite is covered with messaging that’s quirky, fresh and home bred. The Taco X-press is true to its image, its brand and its message. Plus it is down right yummy.

Getting all touchy-feely Sure, it’s a digital world. But...

sstevens — Thu, 10 Mar 2011 08:38:05 -0500

Getting all touchy-feely

Sure, it’s a digital world. But sometimes it’s nice to actually touch and feel what you’re looking at. Take holiday cards. These days, a typical agency card comes in the form of an email or website. That’s fine, but not exactly full of warmth, is it? We had another idea.

Since the goal was to share holiday warmth, we created a card that you would actually hold, feel and want to interact with. A wintery scene featuring cutouts of some of our favorite things, like a retro fireplace, our comfy chairs and mascot, Quincey, and other fun stuff from our office. Our clients were encouraged to punch out the die-cut pieces and make their own miniature holiday scenes.

And did they ever. The photos started coming in.

Driving response for our clients is what drives our business. So, it’s great to see our philosophy at work. In fact, we’re really touched.

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What do you think? Let us know. Please check back in a few weeks, we’ll be posing from the SXSW Interactive festival.

Living poo free: is it offensive or more relevant?

sstevens — Mon, 27 Sep 2010 15:49:31 -0400

Being the the biz for 22 years, there are a ton of great ideas that are left on the table. Clients get squeamish, palms get sweaty and any inkling of resistance from one key stakeholder can turn the tides on a brilliant idea. “Think outside the box” “Push the boundaries”. Those are all common phrases that really don’t mean anything to companies that are just replicating what their competition is doing. They are just playing catch-up. They are scared be first—to lead the peloton.

What does it take to move the needle? Do you say the same thing just a different way? Really comes down to the definition of insanity: Doing the same thing over and over and expecting a different result. Don’t just say it differently. Use what connects people. Truth. As in “Crazy People” circa 1990, a film about truth in advertising. An ad executive (Dudley Moore) reaches his breaking point and finds himself in a mental institution. All of a sudden his career takes off. Ad campaigns like “Volvo, it’s boxy, but it’s safe!” and “Buy a Jaguar, if you want to get laid.” win over consumers and his competition has to follow suit. Is it taboo or is it something that is more relevant and creates a more meaningful and lasting connection? ”Just tell me how you really feel…” That approach and that mindset, for the most part creates an open door for dialogue.

When you are knee deep (no pun intended) with a new born, you feel like no one understands your plight. Only the Diaper Genie has some assemblance. That is where Huggies’ agency really hit it out of the park with this series of ads. Not sure if it was intentional, but I am sure there is some strategy behind the placement of the box, so that you could argue that it doesn’t say “Oh Crap”. Very well played my friend. You not only need to give kudos to the agency, but also to the decision makers at Huggies who dropped their drawers and went for it.

Whenever a conversation turns to an uncomfortable subject, people say Did you really have to go there?”, well I am glad that Huggies did. Thanks for paving the way for some more relevant messaging strategies in the future and showing us a great example of a client that doesn’t take themselves so seriously, they become irrelevant.

"Form follows function-that has been misunderstood. Form and function should be one, joined in a..."

sstevens — Thu, 29 Jul 2010 15:34:00 -0400

“Form follows function-that has been misunderstood. Form and function should be one, joined in a spiritual union.”

- —Frank Lloyd Wright

At Tom's of Maine we do it naturally!

ccunningham — Thu, 29 Jul 2010 13:29:13 -0400

That’s a statement you’ll find on their corporate website. As a user of their toothpaste, I believe in their statement. As a Brand Developer, I feel they naturally goofed on their new identity. Lost is the brand I used to seek out in Crunchie organic food/health markets. If I hadn’t been using it already, I wouldn’t grab it off the shelf now. What propelled Tom’s was it’s great product and it’s great brand. Let’s see how long it takes for Tom’s popularity to start declining. I’ll be watching. What do you think?