Archive for December, 2013
MKTG INC is a proud member of WISE (Women in Sports and Events), the leading voice and resource for professional women in the business of sports and events.
Through ongoing meetings, special events and mentoring programs, WISE offers its members the opportunity to gain valuable insights and connections that can provide them a competitive advantage in their current position and as they advance in their careers.
WISE offered our own VP of Human Resources, Marlena Edwards, a chance to contribute to the organization’s monthly HR Spotlight, where she shared her experience and tips for working in this exciting industry. Enjoy!
Marlena Edwards is vice president of human resources at MKTG INC., a global marketing services agency based in New York with additional offices in Chicago, Cincinnati, San Francisco, LA and London. During her seven years at MKTG INC, Edwards has held various HR-related roles including HR manager and director, all of which stem from her background as an HR generalist. Today, her department (which includes payroll) is comprised of five full-time and one temporary employees.
This month, Edwards talks about her current role at MKTG INC, and MKTG INC’s online application process.
What are the best and worst aspects of your job? Since a big part of our business is experiential, and we have employees in all 50 states and abroad, I deal with a lot of questions related to employment law. Event-wise, we are always taking it to the next level, so someone needs to make sure that we stay on the right side of labor laws – and that “someone” is me. We also have great and very diverse clients, which means we’re exposed to different scenarios daily. Sometimes our focus is wine/spirits; at other times it’s sports/entertainment. When the company you work for executes 70,000 events per year, every day brings a new challenge!
How has the application process changed since you joined MKTG INC? Believe it or not, just seven years ago the application process was completely manual. There wasn’t a way for employees to complete an application online, or submit resumes through our website. Additionally, LinkedIn wasn’t anywhere near as viable as it is now. The emergence of these two resources alone has completely changed the way we recruit and source candidates. Internally, there’s nothing better than to have a database in which you can house, sort and rate candidates. When I started at MKTG INC, we did not have an HRIS system; today, now that we do, we can do so much more.
What’s the online application process like? Our online application process is pretty streamlined. If you log on to www.mktg.com, you can access our careers page. The page highlights all of our open positions and provides detailed job descriptions. If there is a job that piques your interest, you can click a button to start the application process. The application process also allows candidates to submit cover letters and upload resumes with the click of a button. Our careers page is powered by Ceridian, so if we hire someone who submitted their resume via our website, we can import all of the pertinent information into their new-hire record. We love that feature, as it definitely saves time on the back end.
How would you describe the competition for open MKTG INC positions? Some of our positions are very niche (e.g. “Master of Whisky”), so there’s not a ton of competition for those roles. On the other hand, account management roles are highly competitive. Once candidates visit our website and see the work that we do and our client roster, they tend to be very excited about the opportunity to get involved with our company.
Next month, Edwards provides applicants with tips on how to catch a hiring manager’s eye, and dishes on the best way to follow up with a recruiter.
In an effort to boost sales amongst millennial diners, McDonald’s has begun testing a mobile app in 1,000 locations. Beneath the golden arches, customers in pilot markets open up their “McD” app featuring mobile-exclusive offers such as buy-one-get-one breakfast sandwiches or a $1 McChicken sandwich.
With the global proliferation of smartphone usage and app downloads, brands like McDonald’s are taking advantage of these trends to drive both revenue and customer loyalty. Some have likened McDonald’s to a glorified Groupon; others may dub it a branded, localized, social-commerce tool. Whichever way you lean, the hope is that millennials will eat it up.
The deal-based mobile app is part of the recognition that McDonald’s and other brands share: digital and mobile accessibility are “increasingly critical in the U.S,” Sara Senatore, a New York-based analyst at Sanford C. Bernstein & Co. Consumers are downloading and using apps at quite a clip, and we believe that brands will continue to build and launch mobile apps to boost sales, drive advocacy around rewards and enhance engagement through social sharing.
Aligning with these trends, at Bonfyre we’ve created a platform that focuses on “narrowcasting.” Brands create invite-only, ad hoc social networks called “bonfyres” focused around events, groups of people or influencers where participants can chat and share photos, captions and more. Instead of shouting to millions of Facebook likes or sifting through #mentions to reach a mass audience, Bonfyre fosters relevant two-way communication and sharing between specific audiences and a brand to cater the message and the consumer experience. Over the past year, we’ve helped brands like Budweiser, Express Scripts, an NFL team and MKTG INC leverage mobile technology around their unique events and communities. Through the narrow lens, our clients can better understand and measure how their audience interacts, to what messages they respond, the content they love and more.
As McDonald’s deploys McD to lure millennials, the company’s marketers will gain tremendous intelligence on how their consumers behave and how they leverage digital/mobile tech: what items they redeem most frequently, at what times, and hopefully drive additional sales via the app and market- or store-specific insights. Marketers might call that ROI. Millennials would call it the entire value menu.
Photos by: Casey Pinckard
Johnnie Walker is racing to gather 1 million commitments from race fans to ‘Join The Pact’ and pledge to never drink and drive. To honor these commitments, the brand is also pledging 1 million kilometers of safe rides home at F1 races all across the globe.
At the Circuit of the Americas in Austin, The House of Walker welcomed 835 guests in five days to sign the social responsibility pledge, with Master of Whisky Stephen Wilson on hand to give personal whisky tastings. Austin bartender Chris Bostick created bespoke cocktails with the help of Lucas Dimitri’s hand-chipped ice.
The House of Walker opened up with a day of training for industry professionals, led by Richard Boccato, as they explored the history and importance of ice to elevate serves of Johnnie Walker. That session was followed up with an industry-only night for 132 top professionals in the Austin area.
On media night, McLaren team driver Sergio Garcia arrived at The House of Walker to sign the ‘Join the Pact’ pledge wall and talk to 160 media and guests about responsible consumption. At the evening’s conclusion, Sergio personally drove three lucky guests home in his own Mercedes as other guests received a safe ride from the fleet of branded sedans.
Special House of Walker guests – DeMarcus Ware of the Dallas Cowboys and Adam Richman from Man vs. Food – were in attendance and with some impromptu social media banter, the special guests reached more than 4.2 million people.
F1 fans also had the opportunity to join the global pledge throughout race week at 30 on-premise events and ten dedicated retail displays in and around Austin.
Art Basel is an internationally-renowned festival which visits Miami each December. It attracts artists, collectors, curators, art enthusiasts, creatives and tastemakers. In its 12th year in Miami, this year it boasted more than 250 galleries and 20 satellite fairs.
In recent years, Basel has grown to become a festival bigger than Art, with numerous parties sponsored by brands in the fashion, tech and beer/wine/spirits industries. Here is a round up of some of the events DIAGEO brands sponsored:
Santlov and 13th Witness Exhibition Sponsored by Tequila Don Julio
Employing the use of large-scale art installations, curated pieces by well-known photographers were displayed in the lobby of the historic Plymouth Hotel. One was Miami-based photographer Santlov, the mastermind behind the viral “ToysRLike Us” campaign. His seemingly realistic photographs consist of widely-recognized, iconic toy characters finding themselves in the midst of relatable everyday human scenarios. Also featured was photographer Tim McGurr, a.k.a. “13thWitness,” a New York native and the son of legendary street Artist Futura. McGurr captures city landscapes and provides a unique view into the world around him through his lens.
Murad Osmann’s #FollowMeTo Versace Mansion Private Showing Sponsored by Tequila Don Julio and Johnnie Walker
Murad Osmann has received a lot of buzz for his captivating photographs of travels with his girlfriend, model Nataly Zakharova. Each photograph takes the viewer on a journey to a different historical or cultural site. From the canals of Venice to the Blue Mosque in Istanbul, from rice fields in Bali to his most recent journey to Art Basel, all of his works – including his latest taken at the Versace Mansion – were on display for select VIPs to view.
Pérez Art Museum Miami (PAMM) Opening Gala Sponsored by DIAGEO Reserve
PAMM is a modern and contemporary art museum, which opened its doors during Art Basel this year. The museum hosts an impressive exhibit with famous Chinese artist, Ai Wiewie. The opening gala included a sit down dinner and a live performance by Latin artist, Marc Anthony, in front of 600 attendees including Elle MacPherson and Martha Stewart.
The 14th Annual Latin Grammy Awards is the most coveted and prestigious awards show in Latin Music. November 21st 2013 saw the crème de la crème of the Latin music scene flock to Las Vegas for an unforgettable celebration.
CIROC joined the party this year with its inaugural event sponsorship. To highlight its presence and capture the spirit of the Latin community, the brand called upon MKTG INC to activate a series of ancillary events.
First up, MKTG INC designed and produced CIROC’s official after-party for the ‘Person Of The Year’ tribute gala, which honored Spanish superstar Miguel Bose. Overlooking the bright lights of the strip, this event took place at Mix on the 64th floor of the Mandalay Bay Hotel. MKTG INC transformed this space into a futuristic setting, complete with space-aged dancers, live DJs and a spectacular customized DJ booth and LED backdrop that looked like something out of the Starship Enterprise. VIPs, celebrities, influencers and guests of CIROC were also treated to the mixology skills and cocktail experience of two of the world’s best bartenders – Mario Seijo and David Rios.
The following night at the official Latin Grammy after party, MKTG INC created an exclusive “celebrity lounge” for CIROC that included a red carpet arrivals area and a dedicated interview platform for E! Latin America, CIROC’s exclusive media partner. Once again, Mario Seijo and David Rios were on hand to treat guests to a collection of cocktails that highlighted the premium vodka’s fresh and distinctive flavor.
In addition to hosting these outstanding events, CIROC gifted custom engraved bottles of CIROC to celebrities and VIPs via the Latin Grammys gifting suite.
These incredible experiences left a lasting impression on all who were lucky enough to attend; and for those that didn’t, you can rest assure that ‘what happened in Vegas didn’t stay in Vegas’ thanks to Twitter, Instagram and Facebook. #CirocLatinGrammys
Written by: Tom Rutherford
Deciding where to go on my MKTG INC Rewards Trip was the easy part – Greece had been at the top of my list for years. Now the tough part, who to take? After lots of grappling, I asked my Dad what he thought of me taking my boyfriend. What if we break up right after? What if we get married & divorced and he’s in every picture? After calling me insane, he offered the following wisdom: “What if you get hit by a bus on your way home from work? Can’t stop your life for ‘what ifs,’ Margo.” So, the decision was made and we packed our bags and headed to Greece just before beach weather eluded us.
After 11 hours, three movies, two flights and one panic attack (personal victory), we landed in Santorini, which was precisely when my heart stopped. I mean, it must have, because it was perfectly clear that what I saw is exactly what you see when you get to heaven.
We stayed at the Tsitouras Collection, a stunning boutique hotel run by George and his lovely wife Elena. With only five suites in the hotel, they were incredibly helpful and kind throughout our stay. After marveling at the view for a few hours, we spent the next few days exploring the island.
Day 1 – We ate delicious food, sunbathed, ate more delicious food, and slept like babies.
Day 2 – We rented a ”moto” and drove all over the island – Black Beach, Red Beach, the ruins, famous churches, and all the way to Ammoudi Bay in Oia for dinner. If you’re ever in Santorini, please go to Ammoudi Bay. Even if you have to drive home without working headlights on a narrow, spiraling cliff of doom, you’ll be glad you did.
Day 3 – We climbed down 700 steps to sea level, climbed up to the top of the volcano, took a boat to the hot springs for a swim, and then ate our way through pounds of feta, pita, olive oil, fresh fish, and gelato.
Next was Mykonos, where we stayed at the Mykonos Grand Hotel—a much bigger place, but equally incredible with a spectacular beachfront view. We hopped on “moto” #2 and started our quest to hit every famous beach on the island – including Paradise Beach, Super Paradise Beach, Psarous Beach and Agios Sostis Beach. If you ever find yourself in Mykonos, eat at Kiki’s near Agios Sostis Beach. Kiki’s has no sign, virtually no electricity, and a grill built into the side of a cliff. You’ll get lost 100 times & every native will say “Ah yes of course, Kiki’s. Go to the first cross and make a right.” But once you find it, the food and experience will be one of a kind. Get the chicken stuffed with feta, smile at the jolly Grecian owner, and thank me later.
On the way to the airport, with three flights ahead of us, we were sad to say goodbye. We knew, though, that this would not be our last trip to heaven. Thank you for everyone who voted to get me here. I cannot express how thankful I am to work with such remarkable people and to have experienced this once-in-a-lifetime adventure.
Go to Greece. Rent a “moto.” Eat EVERYTHING in sight. And remember—always listen to your father.
Written by: Margo Priaulx
Photo Credits – Left: Chelsea Webster, Center: Monica McGovern, Right: Reb Powers
In 2013, Nintendo’s primary goal was to get the new Wii U console in to as many consumers’ hands as possible. To do this, they had to look beyond their past holiday experiences, and insert themselves into spaces where the consumer would be looking for a fun escape during their hectic holiday shopping and travel schedules. So in addition to their 8th year activating the Holiday Mall Experience, Nintendo partnered with Southwest Airlines to become their official video game partner and bring Wii U Gaming Lounges to 6 airports across the country. Both experiences bring the Wii U console and some of the best-reviewed games of the year to 23 malls and 6 airports across the country, from November 25th – December 22nd.
The Mall activations feature both the Wii U and the 3DS family of products, and visitors have the option of playing 30 titles across all products. Each site also features a compact version of the prize wheel featured at E3 this year, and these have already proven to be a popular draw at every site.
The inaugural Wii U Gaming Lounges at 6 airports across the country (Chicago – Midway, Tampa, St. Louis, Dallas Love Field, Atlanta, and Denver) feature 6 Wii U consoles with the opportunity to demo the brand new Super Mario 3D World. Nintendo and Southwest are also partnering for additional events, including their launch event on November 26th where all passengers on a Southwest flight from New Orleans to Dallas Love Field received a voucher for a free Wii U.
So take a break in between dashing between Black Friday sales and snow delays at the airport to demo the latest Nintendo systems and games – click this link to find a mall location and visit before December 22nd!
Written by: Caitlin Buggy
MKTG INC’s Gregory Lorenzo & Javier Cubria
We’d like to congratulate and thank everyone who participated in Movember this month! We had great support across all MKTG INC offices and, win or lose, money raised for charity – and overall awareness of men’s health issues – makes those itchy upper lips worth it. In last month’s newsletter, we did a survey on who would deliver the best ‘Mo, and in a landslide, NYC’s Javier Cubria was declared the winner.
“It’s a hollow victory, to be honest,” said Cubria. “I took the easy way out and went for a fairly respectable beard. Some of my MKTG INC brothers sacrificed much more, leasing valuable facial real estate for mustaches usually only seen on Uber drivers and 1980’s cop shows. So I share this recognition with them, and we were all relieved when the razors came out on December 1.”