Archive for March, 2016
Charlie Horsey, US CEO and Global Brand President of lifestyle marketing agency MKTG, part of the Dentsu Aegis Network, today announced that Jay Verna has joined the agency as EVP, Managing Director, New York, a new position. Horsey also announced that Kamau Akabueze has been named as the SVP, Creative Strategy, NYC Studio and Paul Fitzpatrick has joined as VP, Business Development based in Chicago.
Verna joins from TracyLocke where he spent the last 18 years, most recently as Managing Partner. He has global experience across a variety of marketing communication and media arts disciplines including advertising, social, promotion, experiential, shopper marketing, packaging and more. A firm believer in passion as a point of difference, he has leveraged sports and entertainment partnerships as well as lifestyle platforms to design brand experiences for companies like PepsiCo, Dick’s Sporting Goods, Pfizer Consumer Healthcare, SC Johnson and Diageo. Verna will join the executive team, have day-to-day responsibility for all client management and growth, as well as oversee the culture and operations of the New York office.
Akabueze joined MKTG in 2014 to further develop and maintain a clear vision for the agency’s innovative experience design process and to foster collaboration across MKTG and it’s parent company Dentsu Aegis Network. He now heads up the agency’s NYC creative studio team of 15+ multidisciplinary experts and will continue to provide strategy and guidance on several MKTG clients. In his 18-year career, he has stewarded communications and engagement campaigns for brands including Nike, Electronic Arts, Cadbury Schweppes, Toyota, Verizon, Jeep and American Express.
Also,Paul Fitzpatrick has joined as Vice President, Business Development based in Chicago, a new position. With a proven track record as a pioneering sales and marketing executive, Fitzpatrick will focus on developing new business relationships across the US and report directly to EVP, Sales & Marketing Bryan Duffy. Previously, Fitzpatrick has held executive positions at both marketing and consulting agencies where he worked with clients including MillerCoors, Takeda Pharmaceuticals, airbnb, Pabst Brewing, Johnson & Johnson and Coca-Cola. Prior to MKTG, Fitzpatrick was at All Terrain where he headed up Business Development and Marketing.
We are so thrilled to be celebrating a hugely successful launch of the Gatorade Fuel Lab with our awesome client, Gatorade, this past week at SXSW, unveiling an interactive showcase of Gatorade’s latest innovation. Gatorade’s brand promise is to serve today’s evolved athlete by combining new data about performance, nutrition and biomechanics – and Fuel Lab certainly brought that to life. Now that we have packed up SX, we are hitting the road to bring the Lab to locations across the US, starting with The Big Apple on March 30th!
And to top it off, yesterday, CNBC posted a story that the Fuel Lab was one of the best brand experiences at SX! And there were a LOT of great experiences to choose from so we are all very honored. Here is what they had to say:
Gatorade transported SXSW attendees inside its Gatorade Fuel Lab, a real facility in Barrington, Illinois, where athletes and Gatorade scientists work together to create the ideal sports drink formula. People were invited to custom make their own Gatorade using “sports fuel” pods that just need to be added to water.
“Gatorade is an innovation company and we wanted to make a huge statement,” Xavi Cortadellas, senior director of innovation and design at Gatorade. “The whole idea is delivering sports fuel personalization.”
Gatorade hopes that eventually consumers can go online and find which “sports fuel” fits them best. Then choose the formula based on the type of activity they do and the weather they are experiencing. The pods are also easier to ship than bottles of Gatorade, which fits today’s digital consumer-led lifestyle.
“Consumers want personalization and technology in everything they are doing,” said Cortadellas.
Numerous MKTG capabilities were utilized – we handled concept, design, development, digital platform registration, data capture, activation execution and launch. And we had a BLAST and love our client!
The Fuel Lab activation now goes on tour to visit high school elite athletes at the following stops:
March 30 – March 31: New York (Grand Hyatt)
May 27 – May 30: Philadelphia
June 16 – June 19: Chicago (Navy Pier)
July 19 – July 27: Las Vegas
August 5 – August 7: Los Angeles
Learn more at www.gatorade.com/fuellab
Some other awesome coverage. #TeamMKTG
Our sister agency within the Dentsu Aegis Network, digital marketing powerhouse 360i, sent a few of their own down to SXSW Interactive for a look around. Check out their favorite experience below:
For SXSW Interactive 2016, we sent a few 360i’ers to Austin, Texas to be our eyes and ears on-the-ground at the festival. While attending sessions, brand activations and parties, they found inspiration in some unlikely places. We asked them to share their some of their most memorable experiences to-date, and now we’re sharing these with you:
Shalini Agrawal, Media Supervisor at 360i:
“The IBM Cognitive Studio allowed us to experience first-hand how Watson, and other computing technologies, can learn from a variety of inputs that we give. By creating a few select questions for each entrant to answer, IBM was able to create a custom experience tailored to each guest’s preferences. I also enjoyed a simple game of ‘Rock, Paper, Scissors’ with Marvin, one of IBM’s other robots. Each guest was invited to play with Marvin until one of them – the human or the robot – won three times. While people were playing, a screen showed the different patterns of each player and how Marvin was learning and deciding which move to make next. Most of the time, Marvin ended up coming out on top.”
Katya Kotlyar, Strategist at 360i:
“It’s hard to stand out at SXSW when there’s so much going on. But USA Network’s Mr. Robot (client) is winning the visibility game by re-creating part of a key location from the show – Coney Island theme park – designed in the theme of the show. The space is luring Superfans like me with a giant Ferris wheel and cool activities related to the show’s plot. Overall, the trend of creating shareable content opportunities is felt throughout the conference, and our team is taking full advantage of the event marketing for the Instagram age.”
Maria Loida, Senior Social Publicist at 360i:
“Marie Claire magazine hosted Ilana Glazer and Abbi Jacobson, co-creators and writers of the new hot show ‘Broad City’ on Comedy Central, to share their creative process, the latest on Season 3, and generally more behind-the-scenes dirt on our favorite it-funny girls. Besides being extremely cool and collected (to be expected), they dished on upcoming guest appearances (i.e. Hillary Clinton, Amy Poehler, and their own moms in episodes to come), their relationship, funny takes and career challenges. They left the audience with many takeaways, but my favorite was this: ‘We met at Upright Citizens Brigade, which is where we got our start, and we tried so hard to be put in a ‘track,’ but we couldn’t get in. Literally, they wouldn’t cast us. So we just said, ‘F* it, we’re making our own web series anyways.’ And now we have Broad City.’”
Juliette Leavey, Social Strategist at 360i:
“Part of the fun of SXSW is exploring between panels – stumbling on the best taco truck with no line, or running into an entertainment activation that’s giving away cool swag – which is exactly what happened when I wandered into this art installation that was built to showcase the importance of environmentalism and how we can all contribute to keeping this planet a beautiful place to live. The abstract art pieces worked together to tell how valuable technology can be in changing our eco-footprint and undoing any damage we’ve done. And, at the most basic level, abstract pieces like this one are enough to appeal to the ‘Ooh, shiny!’ mentality in all of us.”
Find out what else is catching our ambassadors’ attention on Twitter where they are sharing updates using the hashtag #SX360i.
We were so thrilled when we opened our mailboxes to find the latest edition of industry trade bible Event Marketer Magazine and our client gracing the cover. OK, so maybe we knew this was going to happen, but to see the fruits of an incredible partnership with our awesome client come to life in print is just killer. Read on to learn more about how once again, PepsiCo took their Super Bowl sponsorship to the next level…
PepsiCo Showcases All New Experiences at Super Bowl 50
As we approached the lower level food court of the Moscone Center in San Francisco, home to Super Bowl 50’s NFL Experience, we suddenly saw the bubbles—lots and lots of bubbles.
They were all coming from the PepsiCo F!ZZ experience. Futuristic and sleek, the pop-up environment—designed by PepsiCo’s in-house Design & Innovation division and produced by MKTG —was used to promote the company’s new F!ZZ beverage concept. There was a winding walkway, a dj pumping fresh tunes, an animated emcee busting neon shades and yes, bubbles.
“If Willy Wonka had a soda shop, it would have been F!ZZ,” says PepsiCo senior director of marketing Todd Kaplan. Kaplan is energetic. Bubbly, himself. He looks up at the activation. “I mean, look at this!” he says.
That pep in his step goes beyond the colorful soda concoction topped with sprinkles he’s sipping from a plastic orb. The F!ZZ experience is just one part of the company’s new strategy to change how consumers view and consider its soda and snacks. And just one element of PepsiCo’s multifaceted and multi-brand presence at Super Bowl 50, from the NFL Experience to Pier 70’s Kola House to the high-profile sponsorship of the Halftime Show. In the modular footprint at Moscone (handled by MKTG, New York City), consumers selected a “base” flavor shot dispensed using PepsiCo’s new touchscreen platform Spire.
Check out the rest of the article here
Original article written by: Event Marketer