Archive for July, 2015
Our very own Caitlin Buggy from MKTG’s New York (and sometimes San Francisco) office spent a few days last week at Vidcon. Check out her impressions below. Enjoy!
For those of you who don’t speak teen, Vidcon was started in 2010 by Hank and John Green, two brother otherwise known as the “Vlogbrothers” (John Green is also moderately well-known for having written ‘The Fault in Our Stars’ and ‘Paper Towns’) as an event for YouTube personalities meet their fans and communities. It began as maybe 1,000 people in a basement at the Hyatt Regency in Century City, and is now a multi-day event at the Anaheim Convention Center with around 30,000 ticketed attendees.
VidCon in 2015 looks like a part of the Internet that we, in the 20+ demographic, rarely see. Tickets are broken into 3 tiers: Community (the majority of attendees, which would get you access to Creator panels and entertainment, as well as the Expo Floor where you may run into your favorite Vine star and get a selfie), Creator (evaluated by the numbers of subscriptions your channel or account has [I believe the benchmark was 10,000], and granted access to creator-only panels), and Industry (self-explanatory, and includes press). The median ages of Community was probably 17 years old, Industry was 32, and Creator was all over the map.
You could tell that this year was the most biggest and most commercial year yet – teens were everywhere, though they didn’t exactly know what to do with the Jimmy Kimmel booth on the Expo floor. Kia, NBC Universal, PBS, Nickleodeon, and Cover Girl all had equal presences on the Expo Floor as Maker Studios, Fail Army, Instagram, TRIXIN, and Vessel, or more traditional digital platforms.
Brands are paying more attention to VidCon because the teens (or their parents) are spending a ton of money to meet and support their digital video idols. Community passes started at $100, and the main theme running throughout the Industry and Creator panels is ‘how do we leverage this audience in the future’. Creator panels included seminars on how to read contracts and leveraging analytics tools, and the Industry track featured talks from Jim Lanzone, CEO of CBS Interactive and Baljeet Singh, Head of TV & Video at Twitter, both of whom focused on the amazing growth they’ve recognized in digital video and how it will only continue to grow in the future as the current early adopter generation (TEENS!) ages and becomes more sophisticated in their content-viewing habits.
Our friends at YouTube are at the head of this trend, and Susan Wojcicki’s keynote (that MKTG had a hand in) emphasized their growth, a new mobile app, new creator tools in development, and the fastest creator revenue growth they’ve ever had. And their creators are making a ton of money – the week before VidCon and before he was featured on the cover of Variety, PewDiePie released a(n uncharacteristically un-shout-y) video addressing the reports that he made $7million off of his videos last year. PewDiePie has gotten too big to attend something like VidCon, but digital video stars of that level like Grace Helbig, GloZell, the Vlogbrothers, and Tyler Oakley drew huge screaming crowds at all of their appearances, and they were all plugging something other than their videos (Electra Woman & Dyna Girl, interviewing Obama, Paper Towns, and a new book, respectively). These creators support each other through their videos and through their MCN’s, but their audiences are distinct, passionate, and are eager for more inroads to these creators that they feel they know intimately. Imagine the Spice Girls in 1997 or the Beatles in 1965, except the fans feel closely connected from the constant stream of videos and sharing.
So this was a long post, but I think only touched the surface of VidCon! It was definitely a fascinating experience that I really think is only going to grow in the coming years (someone online described it as SXSW in 2006). As long as there are teens, there will be VidCon.
Marriott has signed a deal making it the official hotel partner of the NBA, specifically for several jewel events, beginning with this weekend’s NBA Africa Game and also including the NBA Global Games 2015-16 and NBA Canada Series 2015.
The NBA said that Marriott would be the first company to align with the NBA across international games on five different continents.
Marriott International said it has more than 4,200 properties in 80 countries and territories. The company reported revenues of nearly $14 billion in fiscal year 2014.
“Basketball is one of the most popular sports in the world, and our partnership with the NBA gives us an opportunity to tap into a passionate fan base and communicate the breadth and depth of our portfolio,” Karin Timpone, global marketing officer for Marriott International, said in a statement. “Similar to what we are doing with music and entertainment, our NBA partnership helps us create memorable experiences for our Rewards members and amplify the benefits of the program for both new and loyal guests.”
Bethesda, MD.-based Marriott International plans to support the union with multi-platform activations, including a sweepstakes for Marriott Rewards members in the U.S. offering the opportunity to win a trip and tickets to an upcoming NBA global event.
Marriott Rewards will host a series of private meet-and-greets with NBA legends and players for its Elite members and invite fans to take a virtual trip via an #AroundTheWorld photo and social sharing experience. That will begin with the inaugural NBA Africa Game on Aug. 1 in Johannesburg, South Africa.
Other marketing partners involved with the NBA Africa Game include Nike, Ford, South African Airways and telecom company Econet Global.
Marriott International said it would then offer Marriott Rewards members exclusive access to NBA games and events in 11 other cities across Brazil, Canada, China, Italy, Mexico, Spain and the U.K.
All but two of the games are part of the NBA’s pre-season exhibition schedule. The two games that are part of the 2015-16 regular season are Boston Celtics vs. Sacramento Kings in Mexico City Arena (Dec. 3) and Orlando Magic vs. Toronto Raptors in London’s The O2 (Jan. 14).
According to Emilio Collins, NBA evp-global marketing partnerships, “For our fans around the world, there is no opportunity more exciting than when live NBA games are played in their home countries. Marriott International is a renowned brand with extensive global operations, and is the ideal partner to help broaden the reach of our games and engage more fans.”
Marriott International operates and franchises hotels and licenses vacation ownership resorts under 19 brands, including: Marriott Hotels, The Ritz-Carlton, JW Marriott, Moxy Hotels, Courtyard and Residence Inn.
Source: NY Sports Journalism
Dentsu has acquired the Olympic media rights to the 2018, 2020, 2022 and 2024 Olympic Games for 22 Asian countries, the Tokyo-based ad-marketing holding company confirmed this week. The rights acquired cover all media platforms including TV, radio and the Internet.
The countries include Taiwan, Hong Kong, Singapore, Afghanistan, Indonesia, Iran, Thailand and others. Earlier, the company acquired similar rights for the same countries to the upcoming Summer Games in Rio de Janeiro.
Typically after acquiring rights, Dentsu resells them to local broadcasters with packages that also include advertising sponsors.
In addition to the Olympics, Dentsu has made other recent forays into the sports arena. In May it agreed to acquire a one-third stake in Laguna Hills, CA-based sports agency Athletes First for $16.5 million.
It also controls both MKTG and Team Epic (via Dentsu Aegis Network), which specialize in sports sponsorships and event marketing for clients including Nike, IBM and FedEx.
Earlier this year, Dentsu was selected as the agency of record for the Tokyo Summer Olympics (2020) and Paralympic Games.
The 2018 Winter Games are set for PyeongChang, Republic of Korea. Sites for the 2022 Winter Games and 2024 Summer Olympics are yet to be determined. Earlier this week the city of Boston withdrew its bid for the 2024 games after organizers determined that a majority of residents were not willing to support the effort.
MKTG INC is proud to be an official partner and supporter of the Beyond Sport United 2015 conference.
This morning on the floor of the Prudential Center, 500 sports and philanthropy executives gathered for Beyond Sport United 2015. Supported by MKTG INC and backed by US Major Leagues MLB, MLS, NBA, NFL, NHL and WNBA, the summit brings together the most powerful sport-led, social innovators and global leaders to discuss how sports teams and leagues can drive positive social change both locally and globally.
This article is by Nigel Morris, CEO of Dentsu Aegis Network Americas & EMEA.
This summer something profound is happening in the economy, with around $30 billion of media and marketing services in review simultaneously from many of the world’s biggest companies. This is because soon we will look back on 2014 as the year the digital economy became dominant.
Where previously digital businesses had to fit into an analog economy defined by the dynamics of the 20th Century, established businesses must now fit into a digital one.
This has accelerated the pace of start-up entrants in almost every sector. They are leveraging the digital economy’s dynamics and lack of legacy in the old model, and threaten to take down some of the world’s strongest global companies. Near-perfect competition is creating huge opportunities and disrupting almost every business sector – as well as society and culture.
How fundamentally different is this digital economy?
Consider that in January a San Francisco-based grocery delivery startup, Instacart, raised $220 million with a pitch to investors that was, in short: We have nothing. Instacart CEO Apoorva Mehta told The New York Times, “We don’t hold inventory, we don’t own warehouses, we don’t own trucks. The changes we make are software changes.”
But companies such as these do have something very valuable: people.
The reason startups such as Airbnb and Uber have become so disruptive so rapidly without traditional sources of competitive advantage is that they’re designed to take advantage of the connected infrastructure of the digital economy.
They don’t just have a base of customers or consumers that can be defined by a share of market; they have scaled networks of connected people. These networks match demand and supply, an important step toward perfect competition and a big reason the digital economy is so different and disruptive.
Another important way of thinking about this is that they are “Audience Businesses;” only the audiences are dynamic, rapidly growing and the source of the asset values of everyone from Facebook to Nextdoor. And with every action their customers take, they learn more about them and what they need or want.
In a digital economy, value is created through networks of connected people. They form with or without a company’s involvement, primarily through social channels and digital media, where the vast majority of contact between companies and their customers is migrating. Already these networks have changed the relationship between consumers and brands. The opportunity now they need to be activated at scale by established organizations and become core to the way they operate. Primarily through their brands, they must become “audience”—a core business discipline treated now as a passive group of people to market to, but an organic asset to be nurtured, activated and monetized.
As digital media and data grow more important, marketing is also transformed to become the sensor of the organization and critical to the success of the whole business.
As the regional president of a Fortune 100 company said at one of our recent Innovation Summits: “Marketing is way too important to just leave to the marketing team.”
Smart businesses will move away from existing marketing and research methodologies and instead listen to the data, which powers the sensor and enables the organization to respond. Companies will be able to deliver products, services and communication that people want, not simply sell them what has been produced, enabling them to be much more resource-efficient, which is not only good for the bottom line but for society as a whole. This is a real potential benefit of the digital economy and a fresh narrative on the issue of data.
Click here to read the rest of the story!
*Article originally posted by www.forbes.com
A team from MKTG INC recently traveled to the Cannes Lions International Festival of Creativity. The festival is the annual mecca for the global marketing communications industry, with the most powerful brands, media outlets, agencies of all kinds (advertising, PR, experiential, digital, technology, data, social, mobile, creative, and many many others) – approximately 15,000 people, flocking to Cannes to network, to visit brand experiences, to close major deals, to learn, to meet a lot of people, and in many cases take home some hardware.
Sure, the setting is seriously glorious, but it is honestly a beast of a week. Think Sundance or CES…at the beach…in the South of France, in the summer. You are running, watching a panel on a rooftop in 85 degree heat, then running into a freezing cold conference room and back again, and grabbing food along the way, usually until sundown when things slow up a bit.
Luckily, my friend Julie Thompson, a 16-year Cannes Lions veteran, wrote this hugely insightful article for Adweek, that I used as gospel to make sure I made the most of my four days in Cannes. Even with Julie’s help, I still overbooked myself, but not complaining.
Between the client and press meetings at our home base, the Dentsu Aegis Beach House, panels, Q&As, creative showcases, press sit-downs, more panels from Adweek, Medialink, digiday, LinkedIn and visits to Google Beach, Facebook’s Hacker Square, and my favorite stop, The Girls Lounge, I averaged 22,000 steps a day according to my trusty companion, my FitBit.
Anyway, rather than yarn on, I figured I’d share with you some photos I snapped along the way:
While we are sad to leave our first home in Chelsea Market, we are excited to finally move into our new home located at 32 Avenue of the Americas! Check out the video below for a sneak peek of our exciting journey!
— Emily Upson
We have all heard daunting tales of pointless internships, where interns are relegated solely to making copies and getting coffee while constantly asking themselves “Is it 5 o’clock yet?” But in my six weeks as an intern at MKTG INC, I have yet to get anybody coffee; in fact, I’ve had full-time employees offering to get me coffee on their run downstairs. We even have a “coffee talk” program, where each intern is given a Starbucks card (being the broke college student that I am, this is huge), as well as the opportunity to invite any employee in the company to coffee for a chat. Even though I am an intern in the Sales and Marketing department, I have had the chance to sit down with Tim Owens, VP, Production to pick his brain about another part of the industry that piques my interest.
If you ask any of the 12 MKTG summer interns in NY, Chicago, Atlanta and San Francisco about their typical day, the answers would be universal: there’s no such thing as a typical day.
We are in and out of the office, attending meetings and events, performing research, and even getting our hands dirty in the event production aspect of the industry. However, this isn’t to say we haven’t done our share of invoices and expense reports.
Many of the eight New York interns have spent recent weeks working on the Warby Parker Hackathon, a project MKTG INC is producing pro-bono in partnership with Warby Parker and the City of New York.
The Warby Parker Hackathon, called #HudsonHack, will host over 200 tech interns in New York City, and students will compete for 24 hours to come up with innovative solutions for several local nonprofit organizations. Our MKTG interns have been working in-and-out of their usual departments to help put on this event. Intern Stasean has been with the project since the brainstorming phase, working alongside the Strategy & Planning team to come up with ideas for sponsorships and activations within the event. The opportunity to meet so many members of the Warby Parker team and regularly visit their offices has allowed our interns to “really build a connection with the brand,” says Stasean. Meanwhile creative intern Lauren has had weekly trips to WP HQ to work with their design team. Julia and I have also tagged along, developing the event’s social media plan, recruiting intern participants, and helping with sponsorship outreach.
MKTG’s remaining summer interns have also worked on Diageo projects such as Chrissy’s work on Smirnoff’s NYC Pride Parade activation, and Julia and Melissa’s slew of Nike summer training events, even previewing not-yet-public classes and interacting with Nike trainers and clients.
More intern updates to come as our MKTG keep us all busy!
Below is the result of a roundtable I participated in on June 21st from the mothership of all things #sportsbiz: The SportsBusiness Journal HQ in Charlotte, North Carolina. SBJ Editor-in-Chief Abe Madkour moderated a 90-minute discussion with seven marketers from across the US to discuss trends in event and experiential marketing, how social and digital have changed their approach, and the mistakes they still see brands and sports properties making. Below is the result of our talk. Hope you gain some insights!
Agency executives on the front lines debate how brands should take risk, create and capitalize on content, and why millennials “value experience more than they do a possession.”
With millennials top of mind among brands and sports properties, agencies are being tasked to create innovative strategies to reach this finicky demo through event and experiential marketing. That, combined with changing technology, has created challenges and opportunities for agencies that can get the formula right.
Read the full article here.
Hello Tech Interns!
MKTG INC is working with Warby Parker and the City of New York to host the first-ever citywide intern hackathon competition – HudsonHack: NYC Intern Edition. The hackathon takes place July 18-19 at Civic Hall in New York City.
Our goal is to find 200 interns representing awesome organizations from across the five boroughs to sign up for the hackathon. The interns must be working in a technical position in New York City. What might you get in return you ask? Bragging rights, networking opportunities, solving a business challenge faced by a non-profit and a chance to win prizes from a few amazing sponsors!
We need your helping finding these super-talented interns to sign up and compete in this event. Is this you? Do you know someone who would be perfect for this opportunity? If so then sign up or send them our way!
Click HERE to sign up.
See you Saturday!