Archive for July, 2016
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
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
MKTG and Diageo made a splash at the 16th annual Tales of the Cocktail in New Orleans (July 19-24, 2016). TOTC is the world’s premier cocktail festival for both industry and consumers, sponsoring a series of seminars, tasting rooms, spirited dinners and volunteer events with the Bon Vivants (San Francisco-based & nationally recognized cocktail, hospitality, marketing and design firm). Immersive experiences allowed attendees to experience innovative Canadian-themed cocktails by Crown Royal, rejuvenate in the morning at the Tanqueray Gin & Juice bar, taste rare malts from the scotch portfolio- brought together by some of the greatest bartenders in the world at the World Class Family Reunion dinner and let loose at the #DiageoGames portfolio party.
Some highlights included:
Ode to the Bowl: Tequila Don Julio, Zacapa Rum, Ketel One Vodka and Bulleit Bourbon sponsored the unofficial kick-off to Tales of the Cocktail at the world-famous Rock’n’Bowl lanes, in a partnership with the Spare Room in Los Angeles. Teams from around the globe competed for the Punch Bowl prize, with Team London bringing home the gold!
World Class Family Reunion: After five years of touring the country and looking for the best bartenders, Diageo’s World Class program hosted a dinner to reunite past competitors and reminisce about the challenges and triumphs of the past five years.
#DiageoGames Portfolio Party: Diageo showcased 14 of its brands at the Diageo Games, arguably one of the most talked-about events at Tales of the Cocktail this year. Each brand represented a country, and activities that consumers could participate in included volleyball, badminton, speed-walking and foosball.
A buzz was building throughout the week with the “Follow the Torch” campaign and hashtag. Bartender Sean Kenyon and a group of 15 bartenders began the journey with the torch in Denver, CO, riding their motorcycles to New Orleans, and the journey was completed throughout the week of Tales of the Cocktail in the French Quarter by bartenders on a custom, branded pedicab with inflatable torches. Each leg of the run was shared on social media, and generated more than 53,000 likes and views.
Tasting Room- A Spirited Celebration of the Americas: Lauren Mote (2015 Canadian World Class Champion and co-founder of Bittered Sling Bitters) partnered with Diageo’s Reserve Brands to execute this tasting room to take guests on a tour from Western Canada to the Southern United States, mid-Mexico through to Central America, with a quick bounce to the Patagonian region of South America, all told through the story of cocktails.
Guests enjoyed the following cocktails, brought to life in posters and recipe postcards designed by New Orleans-based artist Phillip Collier:
—Neerlandia: Ketel One Vodka, Caesar Mix & Bittered Sling Gastown Bitters
—Freemasonry Fizz: A breakfast-inspired Ramos gin fizz featuring Tanqueray No. TEN with local organic eggs & Fruit Loop cereal garnish
—Anacafé: Zacapa Rum 23 paired with fresh espresso, yellow Chartreuse & Giffard Banane
—Century Plant: Tequila Don Julio Blanco, Mezcal, Aloe Vera Juice, Ginger, Lime & Gose beer
–Contributed by the MKTG Diageo team
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.
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
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.
How 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
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
MKTG Paris participated in the creation of the activation program “LA OLA FDJ®”, for the French National Lottery (Francaise des Jeux) during UEFA EURO 2016. MKTG piloted the design and the implementation from the launch event in December 2015 through to this summer’s UEFA EURO 2016 in Paris from June 10-July 10. For the activation program, MKTG imagined, created and animated the “LA OLA FDJ®” sponsored spaces in the official UEFA EURO 2016 fan-zones throughout France: Paris, Saint-Denis, Lyon, Marseille, Lille, Bordeaux, Saint-Etienne and Lens. Within these designated fan-zones, MKTG, with FDJ®, created a device of interactive football animations for spirited participants to enjoy, perfectly in-tune with the festive spirit and digital forward-thinking of UEFA EURO 2016.
–provided by MKTG Paris
MKTG San Francisco’s very own Creative Director, Nikhil Parsad, was appointed by the Dentsu Aegis Network Executive Board to represent MKTG at Cannes Lions 2016. Check out Nikhil’s recap of his experience at the festival here and check out his video digest on the Dentsu Aegis Vimeo Channel here.
The Choose Clo program continues to move full speed ahead and the 4th of July weekend provided the perfect opportunity to get product in the hands of consumers at the Marin County Fair in San Rafael, California.
For five continuous days, MKTG operated a premium sampling experience as part of a long-standing sponsorship between the fair and Clover Stornetta Farms. Through seamless teamwork across all departments, we successfully transformed a blank canvas into a refined consumer experience with multiple touch points including a product sampling counter (yogurt, chocolate milk and iced coffee), a Choose Clo-themed photo booth and a kids coloring zone. Additionally, we were tasked with identifying cost-effective solutions resulting in a DIY approach to outfitting the barn while remaining contextually relevant to the environment, campaign and the holiday.
The activation was a huge hit and the client was thrilled with their brand presence on-site. We sampled 9,300 units of yogurt, 3,500 units of chocolate milk and 600 units of iced coffee. In addition, our photo booth was a popular attraction resulting in 1,300 photos taken and shared throughout the duration of the fair. That equates to approximately one photo every minute and a half.
The end of July marks our 10th straight week of activations with Clover Stornetta. We look ahead to a busy August and September where we continue to target large events while also trying new activations on corporate and college campuses.
Next time you find yourself in the dairy aisle, remember that you have a choice. Choose responsibly. Choose Clo!
-provided by MKTG San Francisco
MKTG Atlanta’s Career Planning Committee, affectionately referred to as the “CPC”, hosted their first annual “Discovering You” day on June 30. The day was filled with various activities to foster self-reflection and learn more about oneself. We kicked off with breakfast and goodie bag distribution (packed with the book Fired Up Or Burned Out, a Tangle, positivity tools and snacks). Participants were able to view Ted Talk presentations all day, take a personality test and write a letter to a colleague encouraging them in the areas that they excel. We chatted over a Food For Thought lunch and enjoyed documenting the day’s experience via video, above. The “Discovering You” experience instilled a buzz around the office, as colleagues continue to share what they’ve learned about themselves. We are already looking forward to next year!
–provided by MKTG Atlanta