Archive for February, 2016

Today’s Trends: Portrait of Millennial Women

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By Ellie Strube, Experience Strategist

Millennial women’s aspirations for their lives are fluid, not black and white; they hope to balance both the traditional and non-traditional. Accordingly, they seek products that respect all of the roles they play.

These women have grown up in an era where gender equality was an assumed reality and positive reinforcement was ubiquitous. They are empowered with choice, but are comfortable making decisions based on what benefits them as individuals – rather than what advances society as a whole.

They prefer to be label-free, unencumbered and personally motivated. Egalitarianism is the new normal and brands need to know this. Blending traditional and non-traditional, choosing to be stay-at-home, part-time or full-time, there isn’t one formula and these women do not appreciate the mommy wars.

Millennial women feel Secret Deodorant is a brand that speaks to them. The campaign addresses how women have different roles – and brands need to know this. Further, Secret believes all people should be able to pursue their goals without fear. Women can be active, get nervous, lift their arms and just live their life without fear or embarrassment.

Sources: Iconoculture; Dig

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Written by Theo Berenson
Theo Berenson

February 29th, 2016 at 6:09 pm

Arizona Cocktail Week: Photo Recap

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We’re sad that Arizona Cocktail Week just wrapped but couldn’t be more thrilled with the amazing events that occurred during the past week. Take a look below for a photo recap of last week’s Arizona Cocktail Week!

 

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Bartenders Brunch: How did we end Arizona Cocktail Week on a high note you ask? Simple: Invite top bartenders to a rooftop brunch to enjoy cocktail pairings, learn all there is to know about World Class US, and enjoy some AZ sunshine! #donjuliotequila #tanquerayusa #ketelone #zacaparum

 

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Zacapa Rum: Freshly brewed coffee cocktails and well-deserved massage stations, were brought to guests by Zacapa Rum and Cartel. #azcw2016 #mktg #zacaparum

 

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Cocktail Carnival: Cocktail Carnival wouldn’t have been complete without a Diageo-inspired cabana takeover! #crownroyal #captainmorganusa #smirnoffus #crownroyal #GoFullCaptain #smirnoff

 

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Ketel One: There was no better way to kick off Arizona Cocktail Week 2016 than with a #ketelone Bloody Mary, served up by World Class bartender Ricky Gomez! #nola. #mktg #ketelone

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Written by Paige McConney
Paige McConney

February 29th, 2016 at 4:09 pm

Dentsu Aegis Network Sport & Entertainment win at the European Sponsorship Association Excellence Awards!!

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Dentsu Aegis Network Sport & Entertainment won two prestigious European Sponsorship Association (ESA) Excellence Awards on Thursday 11 February, 2016 at the annual European Sponsorship Association awards ceremony, held at the Café de Paris in London. The Awards celebrate successful sponsorship campaigns in all sectors – sport, culture, entertainment, media, community and corporate responsibility.

Their long standing work with British Gas’ ‘Sponsorship of British Swimming’ was awarded the coveted title of ‘Sport Sponsorship of the Year’. British Gas’ ‘Sponsorship of British Swimming’ was duly recognised for a fantastic sponsorship that has spaned six years since 2009. Along the journey British Gas helped over 100,000 children to swim, provided 1.5 million free swims and supported elite athletes on the world stage.

DAN swim

Dentsu Aegis Network also added to this sporting success with a ground-breaking win in the music space which shows the true breadth of DAN’s offering in Sport & Entertainment.

Working in partnership with The Story Lab UK, their work for Microsoft Lumia was awarded the top prize in the ‘Multi National’ category following a comprehensive judging process that evaluated sponsorship campaign entries from across Europe.

Their work for Microsoft was focused on driving the perception of Lumia being seen as a creative brand to a cultural relevant audience across six key European markets.

Clean Bandit, a band on the rise and with global appeal, were looking for help on their next music video. They spotted a perfect opportunity to build the phone and all its capabilities into their creative process. The music video went on to be Clean Bandit’s most successful launch to date and it can be viewed here! Skip to end to see their three part ‘making of’ documentary showing how we made it all happen.

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David Peters, Managing Director Dentsu Aegis Network Sport & Entertainment UK said of the wins: ‘An ESA Excellence Award represents the industry ‘gold standard’ and it is a fantastic recognition of the best-in-class sponsorship campaigns that we deliver for our clients across Sport & Entertainment’.

Again, congratulations to our sister agency DAN S&E in London!!

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Written by Paige McConney
Paige McConney

February 29th, 2016 at 11:08 am

DRIVING SPONSOR COLLABORATION THROUGH CSR, IS THIS THE FUTURE FOR PARTNERSHIPS?

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By Edward James, Front Row

SponsorshipCSR
 

When rights holders are seeking sponsors there is a crucial model that requires careful planning and consideration – exclusivity. We hear this word being banded around on a daily basis and it is something that rights holders have capitalised on to stretch their commercial rights as far as possible. The last thing Coca Cola would want, having paid the top tier of sponsorship for the Olympics is Pepsi sweeping in and stealing their thunder as a sponsor. This is the simplest form of exclusivity within sponsorship and rightly so, the entire commerciality of the sponsorship industry relies on it.

However, does this model have to exist when it comes to brands who want to tap into the CSR opportunities that rights holders can offer their partners? For most brands demonstrating that they are corporately sound, doing good and giving back as a sponsor is a must-have in their marketing plans. The normal model here is that a single sponsor takes exclusive rights to partner with the CSR offering of the rights holder in question, not if you’re Cricket South Africa.

Uniting all of its commercial sponsors, Cricket South Africa (CSA) offered a platform to join the team’s campaign for World Cancer Day, on the 12th February, held at the Johannesburg’s Wanderers Stadium. CSA and every single one of their sponsors joined the fight against cancer for the Pink One Day International against England.
As well as the team donning pink cricket kits, colouring the stadium itself pink and promoting pink merchandise, sponsors Momentum, Uber, Castle Lager and New Balance all activated this great cause through their commercial association and marketing channels.

New Balance produced the players pink kits for the day and ran promotions to win the exclusive new Pink Team kit for fans. The official beer, Castle Lager took over branding within the stadium, turning seats and beer holders pink as well as offering donations to the charity for every 6 caught in the crowd. Lastly sponsor Uber discounted all trips taken by fans to and from the stadium by 50% with the discount being donated to World Cancer Day.

This model creates the opportunity for brands to work together to extend the fan engagement beyond cricket and ticks the big social responsibility box. It also throws up an interesting example of how brands can collaborate to maximise their rights, rather than be restricted by exclusivity clauses. It will be instructive to see if this way of working can be stretched beyond CSR and lead to greater brand to brand co-operation on shared assets.

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Written by Theo Berenson
Theo Berenson

February 26th, 2016 at 6:10 pm

Fountainhead MKTG forays into the Kannada film industry

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Fountainhead-MKTG

Fountainhead MKTG, the experiential marketing division from the Dentsu Aegis Network, has facilitated a marketing tie-up of the incense stick manufacturer Cycle Pure Agarbathies with Ranavikrama Pavan Wodeyar’s soon-to-release ‘Jessie’.

With this, Fountainhead MKTG’s branded entertainment arm has now forayed into the in-film placement category for the Kannada film industry.

The collaboration between Cycle Pure Agarbathies and Jessie will witness the former sharing screen space with the lead characters of the film. It will also be incorporated in the lyrics of the song “Malgudi ya ooralle”, taking in-film advertising in regional cinema to the next level.  With this tie-up, Cycle Pure Agarbathies becomes the first brand to explore in-song promotion within the Kannada film industry.

Commenting on the association Arjun Ranga, Managing Director, Cycle Pure Agarbathies, said, “We are extremely delighted to be a part of Pawan Wodeyar’s Jessie. At Cycle, we have always associated with all true emotions. Jessie is a love story. The unconditional bond of love the movie portrays makes it a perfect fit for the brand. We are confident that the collaboration will help us to strike a chord with the audience and strengthen our brand in their minds.”

Pavan Wadeyar says, “We are happy to join hands with Fountainhead MKTG to facilitate this unique partnership for Jessie. Also, my heartfelt thanks to Cycle Agarbatti for coming on board. We look forward to working with Fountainhead MKTG on many more exciting projects in the future.”

See here for the original article!

Article written by BestMediaInfo Bureau | Mumbai | February 22, 2016

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Written by Paige McConney
Paige McConney

February 24th, 2016 at 10:33 am

Guinness: Sole Sponsor for the Maxim Super Bowl 50 Party

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Guinness was the sole beer sponsor for the 2016 Maxim Party – the invite-only Super Bowl event for Maxim’s VIPs, which took place on Saturday, February 6th.

Karma produced the 50,000 ft private waterfront venue on Treasure Island, 4 miles from downtown SF, with amazing views of the city, bay and bridges. The space was transformed into a premium ultra lounge featuring concert sound, theatrical lighting & effects, with full LED video walls. A$AP Rocky headlined the event with special performances by Lil Wayne and DJ sets by William Lifestyle, Devin Lucien & Balthazar Getty.

Guinness had it’s own footprint within the venue, including our own bar (serving Draught, Nitro IPA & Blonde), two Guinness beer booths, large reproductions of the old John Gilroy ads, the new limited release John Gilroy cans and corresponding live animals! These included a baby alligator, baby kangaroo and a toucan! These animals drew long lines and lots and lots of photos. Guests were invited to hold each of the animals and have their photos taken. The line formed near the Guinness bar, which allowed consumers to grab a Guinness before their photo shoot with the animals. Many social media posts were captured and I believe it caused positive buzz & visibility for the brand.

Our Guinness Brewery Ambassador, Eoghain Clavin, was also on-site to engage with consumers. He was able to train bartenders (at all bars) how to pour the perfect pint, which will hopefully carry over into their home pubs & catering gigs. He was also able to have in-depth beer conversations with some true beer fans. He was a big proponent in helping draw consumers over to the Guinness footprint.

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Written by Paige McConney
Paige McConney

February 8th, 2016 at 3:51 pm

Super Bowl 50…That’s a Wrap!

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And that’s a wrap!!

Huge shout out to the totally tireless, amazing MKTG and Team Epic team effort out in San Francisco in pulling off no less than dozens of truly awesome activations.

In case you missed it, we’ve kept our social feeds active with content from the week including our very own video content series called “Theo on the Street” that we’ve posted to our brand new YouTube Channel as well as Facebook, Instagram, etc. Check it out below!

 Theo on the Street: Super Bowl City & Levi’s Lot

Theo on the Street: NFL Experience

Be sure to follow all of our social channels below! This was for sure our best Super Bowl yet!
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Written by Paige McConney
Paige McConney

February 8th, 2016 at 2:10 pm

Dentsu Aegis to bring MKTG to India, merge it with Fountainhead Entertainment

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econ times
from The Economic Times India by Pritha Mitra Dasgupta, ET Bureau Jan 28, 2016, 11.22AM IST

MUMBAI: Dentsu Aegis Network is bring ing its New York-based lifestyle marketing agency MKTG to India. The agency will be merged with Dentsu Aegis’ recently-acquired event management company Fountainhead Entertainment, which was renamed as Fountainhead psLive.

The new unit will now be called Fountainhead-MKTG. “In India, the lifestyle marketing solutions mar ket is growing at twice the rate of the ATL (above-the line) market. The formation of Fountainhead MKTG will help us achieve our mission of being the second-largest agency group by end 2017 in India,” said Ashish Bhasin, chief executive officer, South Asia at Dentsu Aegis Network.

The development marks the end of the psLive, the London-based media and communication firm’s experiential marketing unit, in India.

Fountainhead has over 200 employees across offices in Mumbai, Delhi and Bengaluru. The first phase of the merger will focus on knowledge transfer, import of technology and training. One major objective of this new unit will be to create intellectual properties for brands, the company said.

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Written by Stephanie Rudnick
Stephanie Rudnick

February 3rd, 2016 at 3:51 pm