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Farewell MKTG Summer Interns – One More for the Road!

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Connor (l) and Dan (r) prepping for the intern team’s farewell party, flanked by yummy Diageo brand cocktails.

As summer comes to an end, that means it’s time to bid farewell to our stellar 2016 Sales & Marketing team interns. We’re following up with Connor Kubikowski (St. Joseph’s University) and Daniel Andree (University of Notre Dame), as they close out a successful season experiencing the experiential and all that MKTG has to offer.

Q: You both arrived at this internship with a basic understanding of experiential marketing. Now that you’ve actually “experienced the experiential,”what would be some keywords or overall thoughts you have about MKTG’s services?

CK: After being with MKTG for the past ten weeks, I have been exposed to every aspect of MKTG’s services and I would have to say that the work we do is truly incredible. I had the opportunity to take part in the beginning stages of an event, which I eventually helped run and bring to life with my fellow colleagues. Having this opportunity made it very clear that MKTG’s employees both care about and ensure the highest quality in their work.

DA: I had the opportunity to see what really makes experiential marketing different from the rest of the industry. Marketing is all about trying to connect brands and businesses with real people. In experiential and lifestyle marketing, you do that in a special sort of way. MKTG creates experiences and memories for their consumers that seamlessly fit into their lives; they try to help build a more personal relationship with them. One of the things I enjoyed most was that experiential allows you see a client’s immediate reaction – compared to other mediums.

Q: During your time with MKTG, was there an experience in particular where you really felt the human connection of experiential marketing? Any electrifying moments where you witnessed how MKTG’s work truly connects their clients with its audience?

CK: The first time I felt a human connection with experiential marketing was during one of my first few weeks at MKTG. There was an activation on the New York City High Line for Olive Garden and the theme was a “Never Ending Family Table.” The activation started with a few tables and chairs, and they continuously added more on as people showed up. This resonated with me because my mother has an Italian background and the notion of a never-ending table is true in my house, so it created that connection with the Olive Garden.

DA: The coolest human connection I had was during my first week at MKTG. I was participating in a Nike Home Run in Central Park. As we ran, other runners that were not part of our Home Run would call out “Go Nike Run Club!” as we would pass them. It was really cool to see and feel that sense of community.

As the run continued I got to see how widespread the Nike community is. While we were running, another runner about my age joined up next to our pacer and asked if he could join our group. It turned out he was from Australia and recognized the pacer’s shirt since he participates in the Nike Run Club back home Down Under.

Q: The 2016 PGA Championship in July was the arc of your internship. You strategized and planned MKTG’s presence at Baltusrol with our New Business team- then fully executed everything you planned. Talk about some of the highs and lows of putting together a full-fledged high profile event- and the moments where you really felt proud of all the hard work.

CK: Being a part of MKTG’s presence at the 2016 PGA Championship was an incredible experience for me. Having the ability to work on a PGA Major, an event of such magnitude, as an intern, was extremely special. At a young age, I grew up watching golfers play in Major Championships and wished that one day I could do the same. The next best thing to playing in one is working it. That was so cool.

DA: It’s hard to pick out just one high point from that whole week. We did so many different things and it was really rewarding to see all of our hard work and planning come to fruition. Among others, one thing I was really excited about was getting Dustin Johnson, Jordan Spieth, Jason Day and John Daly’s autographs.

In truth, a low point of the week was the rainy weather during a few of the days. Saturday was rained out midway through the competition. It was disappointing that we didn’t get to see the whole day through.

Q: A couple of months from now when you’re sitting in class staring out the window, reminiscing about MKTG summertime vibes, what fun moments will bring a smile to your faces?

CK: One of the fun moments that will bring a smile to my face has to be one of the very first days of my internship. Like good interns, we were sitting at our desks working, while everyone headed to the bar for drinks. One of our co-workers came over to us and said, “What are you guys doing here? Come to the bar, have some champagne and let’s start your internship off right!” And yes, I’m over 21…

DA: As I previously mentioned, at the PGA there was some rain throughout the week. As Paige (McConney – MKTG Sales & Marketing Coordinator), Connor and I were making our long trek back to the cars, we got caught in a torrential rainstorm. We had umbrellas, but they didn’t help much when the rain is coming at you sideways. When we got to the car we were completely soaked and muddy. It was so ridiculous that we all just had to laugh.

Q: Most companies feel that internships should be mandatory for pending college grads. Do you feel that this experience thrust you into a real understanding of agency life and prepared you for what is to come in 2017?

CK: This experience was definitely beneficial for me because it provided an understanding of what the agency life is like, and of the opportunities that are out there in the “real world.” Along the way I was able to create new relationships and make new friends, be a part of some very cool events and activations, and ultimately further myself on my career path.

DA: This summer has really prepared me for what will come after graduation in 2017. It was an amazing experience and I learned many things that I will be sure to use both in my professional and personal life. I will not forget all the people I met and connections I made. It has given me a better picture of where I hope to see myself five years down the road and has given me many of the tools to get there.

Q: And finally, we know you’ll miss socializing at our awesome bar. We’ll wish you guys were there, too. Which Diageo brand will you miss sipping on the most?!

CK: I will miss sipping on Don Julio the most. I have grown a huge appreciation for that brand over the past few months and I’m sure I will continue to enjoy it (responsibly) in the future!

DA: I think I will miss the Guinness on tap at our bar the most. To be honest, coming in at the beginning of the summer I was never really a Guinness fan, but after learning more about the brand and its history (as well as learning how to properly pour a pint), I’ve gained quite an appreciation for “the black stuff.”

–Contributed by MKTG Global Communications Team

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Written by Connor Kubikowski
Connor Kubikowski

August 12th, 2016 at 12:13 pm

Influencers Are People, Too!

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There have been a lot of articles written lately on Influencer Marketing. The sentiment seems to range from frustration (“Why Brands Fail at Influencer Marketing”) to bitterness (“Is It Time To Call Bullshit on Influencer Marketing?”). As we navigate the ever-changing “new normal” of data driven marketing, distribution platforms, emerging technologies, and media channels, we too often lose the humanity in our craft. Nowhere is this more critical than when we look to embrace those with influence and have them embrace us in return.

To start, let me share one of the lenses I look through on the topic. Nine years ago I met a young hip-hop dancer from Indiana named Will Adams, a great kid with a big smile and even bigger talents. He moved to LA, determined to make a career out of hip hop dance and got on the grind. With endless classes and auditions while doing whatever it took to get by, he was the embodiment of the starving artist.

I started a video production company dedicated to the dance world with my friend and videographer Helton “Brazil” Siqueira. Together we created content – and lots of it – for dancers like Will and dozens of others. We did it out of love for the art form and the artists themselves. Fast forward, “Wildabeast” now has amassed more than 1.6 million YouTube subscribers. One of his class videos has an attention-getting 92 million views and his content is highly anticipated and voraciously consumed.

An influencer in every sense of the word, Willdabeast’s peers, students and fans take cues from him on everything from fashion to food to electronics. As you might imagine, brands and agencies have tried to leverage his influence, sometimes clumsily, sometimes offensively. What should be a match made in heaven looks more like an awkward courtship.

Seemingly requisite in blog posts these days are lists, so here are 4 guideposts to consider when wading into the Influencer Marketing waters:

1. Understand What Type of Influencer You’re Dealing With

Beyond a boatload of eyeballs, it’s important to take a look at how and why these folks are influencers. What are they known for? What cues do people look to them for, and through what lens do people view them? The credibility of any influencer will vary from topic to topic based on their actual experience and role in the space. Brands should understand those nuances when approaching any influencer.

Some influencer profiles might include Practitioner, someone who is hands-on in his/her art form, sport, or discipline. An Analyst, similar perhaps to an academic, may be an individual who is viewed as having credibility in analyzing and critiquing the particular discipline, usually based on an investment of study and learning in the space. A Curator, as many of the new YouTube stars are, has built a following as someone who is agnostic, constantly searching out, assessing and sharing the latest trends and techniques.

Think of the differences between how people view influencers within the context of the influencer’s experience and role. In fashion for example, these nuances become apparent when looking at designer Christian Soriano, fashion blogger Sylvia Haghjoo, and Valerie Steele, fashion historian, curator, and director of the Museum at the Fashion Institute of Technology in New York. All are highly credible in the fashion space, but come from three distinct perspectives.

It is important to understand how the influenced view the influencer. This relationship provides a critical foundational underpinning to an influencer strategy.

2. Understand How They Relate to Your Brand

Similarly, it is critical to understand how the influencer relates to your brand. And this is often a challenge for marketers as we may view our brands through rose-colored glasses, or perhaps more relevant, a sepia tone Instagram filter. Don’t try to force your brand into a role that is inauthentic.

Work hard to take an objective view on this topic. Is the influencer a functional user, where the product is essential to the creation of their art and the development of their discipline? Are they an ancillary user where the product might play a supporting role, or perhaps a lifestyle user where the product has no direct line-of-sight to the discipline but is connected to the influencer’s personal identity and preferences.

Especially for products where competitive parity is the norm, it is often what your brand stands for that makes the difference. And that stance in today’s connected world is shown and proven by actions, not messaging.

In short, don’t try to convince people that Willdabeast uses your candy bar to fuel up for a class. Perhaps instead, simply show the community that you value his art form and are a company that is committing resources to make sure he is able to create more of it. Will’s loyal followers will love you – and your candy bar – for it.

3. Come to Know Them as People, Not Just Eyeballs

When you meet Willdabeast, you will find someone with a huge heart, a big smile and sharp wit who has achieved a level of celebrity few have within the dance world, evidenced by direct outreach to him from music icons like Diddy and Usher. You will hear people on the streets of LA calling out his name in passing cars and sharing their personal stories of how he inspires them, even having “saved their lives” through dance.

What you will likely not gather in a cursory discussion is his personal path, the decade of grinding it out in North Hollywood, 8 – 10 hours a day between dancing, teaching classes, auditions and working on his choreography chops. Nor will you understand his vision for the future. Is there a “Super Bowl” or an “Oscar” in their discipline the influencer is trying to achieve? Or perhaps they, like Willdabeast, have a bigger vision, a life’s mission to expand their art form, build a global culture of inclusion and provide a platform and path for young aspiring artists.

What you also might miss is that sometimes these influencers have been knocking on your door and have been rebuffed. It’s kinda like the not-so-popular kid in school that you ignored and now they have become quite attractive. A delicate dance to be sure.

Invest time in understanding their personal story, what they stand for and what are their ambitions. Come to know their craft. Get out there in the midst of it and understand their community. If you spent half a day at “BuildaBeast2016” and sat in the room where 1,500 amazingly talented dancers practiced their craft with Wildabeast and the industry’s best, you would be stunned at the talent, diversity and spirit of this massive, global subculture, and your brand’s place at the party might come more clearly into focus.

4. Establish a Relationship With Them

When the appropriate investment has been made and time spent with your influencer and his/her community, a relationship can develop. You will begin to understand each other’s needs and goals and you will collaborate enthusiastically, with each looking for ways to add value to the other. You will understand and think of creative ways that can the brand support the influencers’ vision & goals…and it may not be all about money.

You want to build a relationship, not execute a contract.

Another friend and influencer in the dance world (with nearly 2M YouTube subscribers) was approached by one of the largest beverage brands in the world (with about 900k YouTube subscribers). They waved their logo and history in front of him and essentially wanted to rent his eyeballs. CPM calculations were done and a fee was set as the cornerstone of the relationship.

This influencer quickly understood that the brand didn’t know, or probably care much about him as a person or an artist. Also, he’s no dummy. They entered into a contract where every tweet, like, mention and post had a hard line item cost to it. It was strictly business. He lived up to his contractual obligations and gladly took their money. There was no sincerity, no joy and little passion for the brand. It was a transaction. He and his followers knew it was such and they said “good on you for getting a piece of the action”. By the way, he was a hardcore consumer of that brands’ main competitor and when the cameras were off, he carried that competitor brand everywhere he went. Which brand do you think his followers went out and bought?

Bottom line? Be real. Care. Be open to new possibilities and relationships. People are smart and they can smell marketing bullshit a mile away. They tend to operate in closed communities, requiring and invitation and an escort. Invest in a relationship where you come to know your influencers. When you care about these people as, well, people, things start to align and the natural harmony of the relationship can blossom. Remember you are not simply making a media buy; you are engaging a person in an age-old relationship, as vocal brand ambassadors, but with bigger amplifiers.

When you take the time and get it right, the true power of Influencer Marketing is unleashed: joyful, effusive and sincere ambassadorship of your brand that is undeniably authentic.

And by the way, if anyone is interested in engaging with this massive, diverse and global community that lives in the center of pop culture, at the intersection of music, sports and fashion, hit me up. I’ll be happy to escort you in…as long as you promise to behave.

Contributed by Paul Fitzpatrick, MKTG Chicago 

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Written by Andrea D'Alessandro
Andrea D'Alessandro

August 10th, 2016 at 5:33 pm

Navigating Olympic Advertising- Rule 40

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The Olympics have been setting social media into a frenzied spin, yet your brands probably won’t be able to talk about it! Here at MKTG we have great experience in rights holder restrictions and helping brands navigate them to gain traction with creative ideas. We’ve been inundated by brands and network agencies asking us what can and can’t be done with advertising around the Olympics.

The phrase ‘Rule 40′ sends shudders down most marketers’ spines but what does it actually mean and how can you navigate your brands around these murky, hazardous waters?

In theory, Rule 40 stops the over-commercialisation of the Olympics but practically, it simply gives the IOC a way to prevent non-sponsors, athletes and your local bakery from hijacking the Olympics’ valuable brand terms and logos.

Generally speaking Rule 40 has actually been relaxed – contrary to many scare mongering reports. As of this year, the IOC now allow generic non-Olympic sponsor advertising during the period of the Games, provided it had been approved before March 2016 and is clearly part of a longer term marketing campaign (i.e. not just for the two weeks of the Games).

But what does that mean if your brand didn’t apply for these sanctions?  If you’re not an official sponsor like P&G, Coca-Cola or Visa, even posting about the Olympics on social media during the official blackout period — which started last Wednesday and ends on 24th August — can be like doing the 100-yard dash down Oxford Street trying to catch the rarest of Pokemon (if you didn’t get that analogy; it’s a minefield!).

Even, words such as ‘2016’, ‘effort’ and ‘Olympian’ cannot be used by non-approved sponsors in any sort of advertising.

Here’s a guide to the restrictions against business activity during the games:

    You can’t use hashtags that include Olympics trademarks such as #TeamGB or #Rio2016.
    You cannot use any official Olympics logos.
    You cannot post any photos taken at the Olympics.
    You can’t feature Olympic athletes in your social posts.
    You can’t even wish them luck.
    Don’t post any Olympics results.
    You can’t share anything from official Olympics social media accounts. Even retweets are prohibited.
    You cannot create your own version of Olympic symbols, “whether made from your own logo, triangles, hexagons, soda bottle tops, onion rings, car tires, drink coasters, basketballs, etc.”
    Do not host an Olympic- or Paralympic-themed contest or team-building event for employees.

These are just the top line restrictions, there are further phrases and terminology that brands are restricted from using.

In summary, the IOC are trying to protect the investment of their partners and prevent competitor brands from jumping on the positive sentiment of the Olympics.

What are the penalties?  Well, if you break these rules, you will first likely be sent a cease and desist letter, demanding that you remove the content.  The next step would be for the local Olympic Committee taking legal action against your business.  As such, the policing of this will be dependent on the strength and commitment of the local Olympic Committee – here in GB and also in USA, they are pretty hot on it, as you’d expect.

But non-sponsor brands can still participate in the Olympics conversation by creatively latching onto specific moments during the games, as Oreo did with its on-the-fly “you can still dunk in the dark” tweet during the Super Bowl blackout. This means establishing a war-room type strategy, when something uplifting or nerve-wracking happens. Other brands are using individual influencers (such as former Olympians) to help get their messages out during the Games. So, with the right message and the right brand, there will be opportunities to talk about it.  Remember to also run any campaign ideas for the Olympics past your local Legal team.

Ultimately, we have to think a little bit differently – don’t think of it as, “How are we going to get around the rule?'” but more, “How are we going to work within the rule, and what’s our tone of voice?”

 

–Contributed by Charlie Powell, MKTG UK 

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Written by Andrea D'Alessandro
Andrea D'Alessandro

August 9th, 2016 at 3:34 pm

IBM LIVE-WIRES ITS TONY AWARDS SPONSORSHIP WATCH PARTY

 

 

 

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FROM EVENT MARKETER MAGAZINE:

Posted on by Kait Shea

IBM on June 12 placed its Tony Awards sponsorship at center stage with an influencer Watch Party infused with the brand’s latest and greatest tech offerings. Thirty social influencers and their guests took part in the Broadway-themed experience in New York City, which featured everything from a social scavenger hunt to personalized playbills featuring a caricature of each respective attendee.

IBM’s history of sponsoring the Tonys dates back several years, but it wasn’t until recently that the brand shone a spotlight on the long-standing partnership. In 2015, using proprietary social listening techniques, IBM identified a desire among Broadway fans for a place to watch and discuss the Tony Awards. In response, the brand hosted its first-ever influencer Watch Party in partnership with the Broadway League and the Tony Awards, helping to unite the physical and digital Broadway community.

In 2016, IBM upped the ante, offering expanded engagements and extending the conversation before, during and after the event. The brand not only hoped to drive more tune-in and excitement around theater, but also aimed to reach a younger and more diverse demographic than it typically attracts.

To deliver on its goals, IBM rented out a penthouse in Manhattan’s Hell’s Kitchen neighborhood, offering attendees an upscale, immersive environment featuring touchpoints that highlighted how technology could enhance the Tony Awards viewing experience. The evening’s fare, for example, was served on platters built from iPads displaying the Tony Awards website, offering influencers the second screen experience they often crave. The iPads additionally allowed guests to experiment with BlueMix, IBM’s hybrid cloud development platform, by using the tool to determine which Broadway star’s social profile most closely matched their own.

Read more about Team Epic, an MKTG Agency’s great work for IBM here

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Written by Stephanie Rudnick
Stephanie Rudnick

August 3rd, 2016 at 12:43 pm

PGA Championship 2016: Recap

Jordan Spieth signing autographs for fans on the last day of practice rounds which also happened to be his 23rd Birthday.

Jordan Spieth signing autographs for fans on the last day of practice rounds, which also happened to be his 23rd Birthday.

From July 25-31, MKTG hosted dozens of our clients and partners at the 2016 PGA Championship in our private VIP hospitality suite within the historic Club House at Baltusrol. Despite the hot and humid forecast, we all had a blast traversing the course catching some world-class golf.

We also all witnessed history as Jimmy Walker took home his first major title finishing -14 and holding on to the lead the entire time. Walker became the first wire-to-wire winner of the PGA Championship since Phil Mickelson, who won at Baltusrol in 2005. In fact, all four majors this year were won by first-timers including Masters champion Danny Willett; Dustin Johnson, who won the United States Open; and Henrik Stenson, the British Open champ. Walker had missed the cut in his last two majors, never finished higher than tied for seventh at any major and was perhaps best known on the PGA Tour for his unusual hobby: astrophotography, according to the New York Times.

In addition to witnessing Walker’s triumph, we saw reigning PGA Champion Jason Day, the world’s top ranked golfer, make the final holes crazy intense on Sunday , and even got up close and personal with stars like Jordan Spieth, Rory McIlroy, Dustin Johnson, John Daly, among others. Check out our snaps below and on Instagram and Snapchat.

 

-Contributed by MKTG New York summer intern Dan Andree

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A Day in the Life: Jonathan Zheng, MKTG APAC

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It takes a certain type of person to move abroad- especially half-way around the world. So it’s perfect timing to kick off our new “A Day in the Life” series shining the #myMKTG spotlight on Jonathan Zheng, Senior Account Manager and MKTG globetrotter extraordinaire.

Formerly on the Diageo/Captain Morgan team in New York, as of this summer Jonathan relocated to MKTG’s new-ish office in Singapore and is working alongside another former NYC-office dweller (by way of Australia), our very own Cat Lyon.

From supping laksa at hawker centers to ordering coffee in Malay, the sights and smells of being abroad are flavoring Jonathan’s new daily routine. Take a look below for a day in the life of Jonathan Zheng…

Office Location:
MKTG APAC HQ in Singapore

What do you work on
?
JZ: I’m an accounts person in title, but we’re in startup mode here in Singapore which means I wear many hats. New business development, creative, strategy, production, vendor sourcing, event management – we’re doing it all! I’m also enjoying working with Cat to collaborate with other DAN agencies here in Singapore and across the APAC region. The opportunities here for MKTG are amazing.

What time do you wake up on a typical work day?
JZ: There is no typical day. Depends on where I need to be that day and when. Usually I just find out what time my roommate needs to be up the next day, and get up 15 minutes before him so I can steal the first shower.

What’s the first thing you do when you wake up? Do you have a routine? Come on, tell us!
JZ: We’re 12 hours ahead of NYC in Singapore, so the whole day is happening back home while I’m asleep. When I wake up, I try to get caught up on everything that went on back in the US – read news and current events, check sports scores, give social media a scroll-through.

Also, I’m in a group WhatsApp chat with my best friends back home. I always start my day by scrolling through the chat to get caught up on the conversation, then responding to all their corny jokes several hours late.

Your day cannot be properly started without ______…
JZ: Singaporean coffee. I take mine “Kopi C kosong peng” which is coffee with milk, no sugar, iced.

How do you commute to work and do you enjoy your commute? Details please!
JZ: I’m a 15 minute walk to work, and that was very intentional when I was apartment hunting. I walked to work in New York, too, and got way too comfortable with that routine. Fighting through crowds and riding the metro to work every morning and evening was most certainly not going to start happening now.

When you’re at work, do you wear headphones at your desk?
JZ: Yes.

Does your day have a soundtrack? If so, what’s on your playlist that is a daily obsession or gives you that stroke of genius?
JZ: Usually 90’s hip hop, but I like a little bit of everything and get in very random swings depending on how I’m feeling. On my way to work this morning the playlist was Nas, Royce Da 5’9”, Ghostface Killah, and Celine Dion.

Do you listen to podcasts? If so, which ones?
JZ: I’m a huge sports and pop culture fan. Love Bill Simmons’ show and his network of podcasts on The Ringer. Then some “smarter” stuff like Malcolm Gladwell’s Revisionist History, Stuff You Should Know, and of course NPR.

Name your top five apps and why…
JZ: Uber- it’s how I get around

HypeMachine – discovering new music

Couchsurfing – the most incredible resource for meeting new people internationally

Deliveroo – Singaporean Seamless for getting food delivered to me

DBS Banking/American Express – gotta track my $$$

What are some restaurants or spots near your office that make your day- from a lunch place that knows your ‘usual’ to a beautiful park- what locales do you live by?
JZ: Singapore is famous for its hawker centers – basically food courts with a wide range of local fare options. Hainanese chicken rice, laksa, char kway teow, mee goreng, roti prata, oyster omelets. Go Google Image search all of those!

What after-work activity makes your week complete?
JZ: Good dinner somewhere new and Diageo drinks. Ketel martini or Johnnie Walker Black rocks – always responsibly and in moderation!

provided by MKTG Singapore and Global Communications Team

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Written by Andrea D'Alessandro
Andrea D'Alessandro

August 1st, 2016 at 10:35 am

MKTG at the MCG

MKTG representing at Melbourne Cricket Ground.

MKTG representing at the Melbourne Cricket Ground.

Last week, Mike Reisman, Principal and Founding Partner at Team Epic, an MKTG agency, traveled to Australia to keynote at the Ministry of Sports Marketing conference.  One highlight of Mike’s time down under was accompanying the MKTG Australia team to the country’s largest stadium –  the Melbourne Cricket Ground (MCG) – the most hallowed of venues in Oz.

MKTG Australia control the in-venue signage rights at the MCG in addition to six other stadiums in Australia.

As part of the visit, Matt Connell, MD of MKTG Sports & Entertainment division in Melbourne, and his crew demonstrated the LED systems including showing how our new MKTG logo looks along the perimeters of the pitch.

The attention-grabbing signage appears in front of the MCG 100,000 fans and national/global TV audiences – with the MKTG brand in rotation with advertisers, front and center at the world-class sporting events hosted at the MCG.  We think that’s pretty awesome, right? Thanks Mates!

provided by Mike Reisman at Team Epic, an MKTG Agency

 

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Written by Andrea D'Alessandro
Andrea D'Alessandro

July 27th, 2016 at 5:06 pm

The Summer of a MKTG Intern: Part One

Daniel Andree (l) and Connor Kubikowski (r) living the 2016 PGA Championship dream at Baltustrol.

Daniel Andree (l) and Connor Kubikowski (r) living the dream at the 2016 PGA Championship

by Andrea D’Alessandro – MKTG Communications

Being an intern is often accompanied by the usual stereotypes: fetching coffee, waking up at 5am to walk the boss’s dog and taking out the trash. Okay, maybe I am describing The Devil Wears Prada, but you get my drift. These stereotypes are nonexistent at MKTG, where our seven summer interns at our NYC HQ have been fully ingratiated into the world of experiential marketing from June through August. Two of our amazing interns, Connor Kubikowski (St. Joseph’s University) and Daniel Andree (University of Notre Dame), have been in the midst of managing new business and marketing projects. From pitch involvement to analyzing our social media channels to planning MKTG and Team Epic’s presence at the 2016 PGA Championship to providing daily news highlights from across the industry – it’s been a busy summer so far. We sat down with the duo to hear a bit more about the first half of their time at MKTG New York.

AD: What about MKTG appealed to you when you were searching for internships? 

CK: MKTG became very appealing to me when I saw how the organization worked and the clients that they work with. They have long-standing relationships with many top-tier brands and are continuously creating new relationships with other brands globally.

DA: MKTG’s sport and entertainment background is what made me interested in interning at the agency, but it was my first set of interviews that sold me. Besides the awesome office, the way Bryan [Duffy, EVP Sales & Marketing] described experiential marketing during our first meeting got me really excited. He discussed that creating experiences is different from other types of marketing in that you are creating memories for the consumer that the clients get to be a part of.

AD: What are some different events you have attended in the past two months?

DA: We attended events for several different clients including: Nike, Diageo and TopSpin. For Nike we participated in one of their weekly Home Runs through Central Park and help set up a COPA America viewing party at Modell’s in Times Square. For Diageo we attended several Happy Hours showcasing different Diageo products. Also, we had our in-house whiskey expert host a tasting with 17 of Diageo’s different whiskey brands like Bulleit, Crown Royal and Johnnie Walker. He taught us about the different types of whiskey, how they are made and the history behind some of the brands.

CK: We also attended an Olive Garden event on the High Line in NYC.

AD: What’s the coolest project you have helped with so far?

CK: One of coolest projects I worked on was a Nike Run Club event, which took place in Central Park. The Run Club organized an event throughout the park and had multiple Nike Pacers that led small groups of runners on different trails. It was an awesome experience to be involved in because it showed the strong Nike brand community. At multiple times throughout the run, our group would pass another group of runners and everyone was yelling, “Go Nike!!!” There was even an Australian man running on his own that saw our group and asked if he could join because he runs with the Run Club back home.

DA: While it’s not necessarily a project, one of the more interesting things I’ve been a part of is performing research on the eSports industry. This industry is something I knew existed but never comprehended how big it really was. I have learned a lot about the games, teams and players. The more I learn the easier it is too see how important it is to gain an understanding of this up-and-coming industry. It has tons of marketing potential, especially in the experiential world.

AD: The internship is down to its last month- do you have any projects you’re looking forward to or goals set for yourselves? 

DA: I am definitely looking forward to working the PGA Championship. MKTG will be hosting a hospitality room at Baltusrol Country Club, the venue of the tournament, and will be hosting clients and partners throughout the week. Since my first week at MKTG I have helped plan the gifts/premiums, room décor, the social media plan and overall logistics for the week. I am very exited to be working on site and see all the work we have put in come to fruition. It doesn’t hurt that I am a big golf fan as well!

CK: The same goes for me- I am really looking forward to the PGA Championship. I have always had an appreciation for golf and to have the chance to work for MKTG at this event is an incredible opportunity.

Stay tuned for Part Two when Dan and Connor wrap up their summer with MKTG. 

provided by MKTG New York

 

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Written by Andrea D'Alessandro
Andrea D'Alessandro

July 27th, 2016 at 10:05 am

Sign the Petition today!

Captain Morgan: Let Millennials Run For President


Maybe the country wouldn’t be stuck with deciding between Clinton or Trump if those younger than 35 were eligible to run for office. Now, Captain Morgan is petitioning the U.S. government to allow those under 35 to become president as part of its new campaign.captmorgan

There are multiple agency partners working on the #Under35POTUS campaign, among them: Taylor Strategy serves as lead creative agency, MKTG for experiential, VaynerMedia for social strategy, Carat for media and Starpower for influencer engagement.

The project centers around the Under35Potus.com website where those over age 21 are encouraged to sign the petition to change Article II, Section I of the United States Constitution, which restricts those under the age of 35 from becoming president. If 100,000 signatures have been acquired by August 17, 2016, the White House will review the petition, distribute it to appropriate policy officials and issue a response. They have a long way to go. As of press time, only 464 signatures have been submitted.

To help raise awareness, Captain Morgan is introducing a campaign video featuring influential and notable Under 35s who are making an impact and changing the world in their own right – including Mogul’s Tiffany Pham, JASH’s Mickey Meyer, Thrillist’s Ben Lerer and Thinkful’s Dan Friedman. Their achievements are shown during the uplifting song “We Are Young” by Fun.

Captain Morgan also penned an open letter that appeared in the New York Times on July 19 calling on everyone to join the cause and sign the petition.

From now through November 8th, the #Under35Potus movement will also be supported by digital, social, PR/Influencer and experiential marketing efforts as well as a robust media buy across platforms like You Tube, Tinder, Buzzfeed, Snapchat, and ESPN.com.

“It’s no secret that Millennials have gradually been disengaging from the political process.  The fact that there are very few elected Under 35s on Capitol Hill is symbolic of this disengagement, and bringing more young adults into the democratic system can only make our nation better,” stated Adrienne Cuschieri Grooms, senior brand manager, Captain Morgan.  “It’s not like we’re trying to create change for the sake of change.  This is a very real and important issue.  Millennials make up some of the most progressive, innovative, intelligent, and successful people in our country – why shouldn’t they be able to be President of the United States?”

More than half (52%) of 21-34 year olds say lowering the presidential age requirement would be beneficial for the country, and a clear majority of those polled – 56% – say they would be willing to act on this idea by supporting an amendment to lower the age requirement.

provided by MKTG New York

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Written by Stephanie Rudnick
Stephanie Rudnick

July 21st, 2016 at 2:09 pm

MKTG CEO Charlie Horsey Summits Mt. Fuji in Japan

Yesterday, our CEO Charlie Horsey joined a group of executives and new staff from around the globe to partake in an annual climb of Mt. Fuji. Learn more about this tradition at Dentsu Aegis Network from the AdAge article below.

MKTG CEO Charlie Horsey (l), Rob Horler CEO Dentsu Aegis Network USA (center in hood) and other leaders on Mt. Fuji in Japan

MKTG CEO Charlie Horsey (l), Rob Horler CEO Dentsu Aegis Network USA (center in hood) and other leaders on Mt. Fuji in Japan. The ritual started in 1925. Every July, Dentsu’s young hires and newly promoted executives climb Mt. Fuji, elevation 12,388 feet. From afternoon into the night, they navigate volcanic rock and ash to reach the summit for sunrise around 4:30 a.m.

 adageHow Japan’s Dentsu Climbed to the Top of the Agency World

Dentsu Does Things Differently, From Scaling Mountains to Sending a Robot Into Outer Space

By . Published on .

The ritual started in 1925. Every July, Dentsu’s young hires and newly promoted executives climb Mt. Fuji, elevation 12,388 feet. From afternoon into the night, they navigate volcanic rock and ash to reach the summit for sunrise around 4:30 a.m.

Tim Andree, a 6-foot-11 American executive, climbed in 2007, joining a pack of mostly Japanese 20-somethings. The Dentsu Inc. exec VP recalls awaiting dawn with 100 new hires and a few senior employees in a rest hut.

“You’re kind of jam-packed, and there were four executives kind of spooning each other on two tatami mats — it was close quarters,” Mr. Andree said.

Once there, exhausted climbers write postcards to clients and send them from the summit’s post office. Another tradition is prayer: “I prayed in front of the Shinto shrine for the success of my clients and Dentsu,” Mr. Andree recalled.

It’s clear the Japanese agency has taken a very different path to get to its current position: Dentsu Inc. is No. 5 in Advertising Age’s ranking of the largest agency companies. Yet western ad giants don’t ask employees to literally climb mountains and pray for clients’ prosperity.

Read more here

provided by MKTG Global Communication Team

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Written by Stephanie Rudnick
Stephanie Rudnick

July 21st, 2016 at 11:27 am