Archive for the ‘Discovery’ Category

TEAM EPIC’S DAY AT MIT MEDIA LAB

with one comment

mit
Dentsu Aegis Network’s partnership with MIT Media Lab provides our network’s talent access and connections to some of the smartest minds in the media and technology world. Our people learn, get inspired and make connections through the Lab. This partnership helps our talent stay on top of what’s next so we can in turn help our clients do the same. Last week Eric Ginsberg and Caity Kauffman, our Digital Strategy colleagues from Team Epic, had the privilege of spending the day touring the Media Lab and applying these learnings to their roles.

So what exactly is the MIT Media Lab?

Actively promoting a unique, antidisciplinary culture, the MIT Media Lab goes beyond known boundaries and disciplines, encouraging the most unconventional mixing and matching of seemingly disparate research areas. It creates disruptive technologies that happen at the edges, pioneering such areas as wearable computing, tangible interfaces, and affective computing. Today, faculty members, research staff, and students at the Lab work in 24 research groups on more than 350 projects that range from digital approaches for treating neurological disorders, to advanced imaging technologies that can “see around a corner,” to the world’s first “smart” powered ankle-foot prosthesis. The Lab is committed to asking the questions not yet asked–questions whose answers could radically improve the way people live, learn, express themselves, work, and play.

Read more about Eric and Caity’s insights below….

Eric Ginsberg, Director, Digital Strategy:

We had an amazing opportunity to tour the MIT Media Lab in Cambridge, MA. Overall, we were blown away by the level of innovation in such a wide variety of fields. One of the most impactful sessions was a meeting with Mike Bove, who heads up the ‘Object-Based Media’ lab. Mike holds an SBEE, an MS in visual studies, and a PhD in media technology, all from MIT.

The overview of this lab is as follows: Can the physical world be as connected, engaging and context-aware as the world of mobile apps? We make systems that explore how sensing, understanding and new interface technologies (particularly holography and other 3D and immersive displays) can change everyday life, the ways in which we communicate with one another, storytelling, play and entertainment.

As we think about the future of lifestyle marketing, the ‘Object-Based Media’ lab is a potential resource to help shape the future of how consumers interact with technology.

Caity Kauffman, Senior Manager, Digital Strategy:

The opportunity to visit MIT was amazing. What struck me most was how each individual lab had its own way of exploring and tinkering. Researchers didn’t always know what the end result was going to be or know how today’s development could impact tomorrow. Regardless of the lab, each person had a similar sentiment: sometimes their research fixes a problem they didn’t know existed.

At one of the labs, a researcher named Penny showed us a project where they were developing fabric that curled and shifted when it hit certain temperatures or precipitation. The entire purpose of this research was to simply experiment with ways to cause fabric to move and flex. Their team spent weeks, hours and months poking and prodding at triangle-shaped swatches of different types of fabric. Somewhere along the way, a major athleticwear company saw this as an opportunity to create a ventilated product that opens up when an athlete gets hot.

As someone who is always strategically thinking with a specific goal in mind, it was a unique opportunity for me to talk to thinkers who approach their work in an open-ended manner, and with the freedom to let their curiosity lead the way.

Thanks Dentsu Aegis Network for the opportunity!

–Contributed by Team Epic & MKTG Global Communications Team

Share Button

Healthy Lungs for Life – Raising Awareness Across London This September

with one comment

screen-shot-2016-09-15-at-10-38-23-am

Photo courtesy of Event Magazine.

Lung health campaign Healthy Lungs for Life have been activating around London raising awareness of lung health function and protection against air pollution. MKTG UK have been producing the event while Posterscope planned and bought the OOH activity. The event kicked off from Septemer 2-3 in Trafalgar Square with representatives from ELF, the British Lung Foundation and Asthma UK helping to raise awareness.

Upcoming free lung testing events will take place at Islington Green Gardens on September 22 and Acton Market on September 23.

Head to Event Magazine for the article here

 

Article by: Kim Benjamin for Event Magazine

Share Button

Written by Andrea D'Alessandro
Andrea D'Alessandro

September 15th, 2016 at 10:50 am

Pokémon Go & All That: Is Your Live Event Digitally Optimized?

with one comment

screen-shot-2016-09-12-at-4-50-55-pm

Photo courtesy of Event Magazine

MKTG UK Managing Director Michael Brown pens his views on the Pokémon Go craze and digitally optimized live events.  He explores what a new experiential agency should look like if it set up business right now.

Head to Event Magazine for the article here

 

Article by: Michael Brown for Event Magazine

Share Button

Written by Andrea D'Alessandro
Andrea D'Alessandro

September 12th, 2016 at 4:54 pm

A Day in the Life: Jonathan Zheng, MKTG APAC

with 2 comments

Untitled

It takes a certain type of person to move abroad- especially half-way around the world. So it’s perfect timing to kick off our new “A Day in the Life” series shining the #myMKTG spotlight on Jonathan Zheng, Senior Account Manager and MKTG globetrotter extraordinaire.

Formerly on the Diageo/Captain Morgan team in New York, as of this summer Jonathan relocated to MKTG’s new-ish office in Singapore and is working alongside another former NYC-office dweller (by way of Australia), our very own Cat Lyon.

From supping laksa at hawker centers to ordering coffee in Malay, the sights and smells of being abroad are flavoring Jonathan’s new daily routine. Take a look below for a day in the life of Jonathan Zheng…

Office Location:
MKTG APAC HQ in Singapore

What do you work on
?
JZ: I’m an accounts person in title, but we’re in startup mode here in Singapore which means I wear many hats. New business development, creative, strategy, production, vendor sourcing, event management – we’re doing it all! I’m also enjoying working with Cat to collaborate with other DAN agencies here in Singapore and across the APAC region. The opportunities here for MKTG are amazing.

What time do you wake up on a typical work day?
JZ: There is no typical day. Depends on where I need to be that day and when. Usually I just find out what time my roommate needs to be up the next day, and get up 15 minutes before him so I can steal the first shower.

What’s the first thing you do when you wake up? Do you have a routine? Come on, tell us!
JZ: We’re 12 hours ahead of NYC in Singapore, so the whole day is happening back home while I’m asleep. When I wake up, I try to get caught up on everything that went on back in the US – read news and current events, check sports scores, give social media a scroll-through.

Also, I’m in a group WhatsApp chat with my best friends back home. I always start my day by scrolling through the chat to get caught up on the conversation, then responding to all their corny jokes several hours late.

Your day cannot be properly started without ______…
JZ: Singaporean coffee. I take mine “Kopi C kosong peng” which is coffee with milk, no sugar, iced.

How do you commute to work and do you enjoy your commute? Details please!
JZ: I’m a 15 minute walk to work, and that was very intentional when I was apartment hunting. I walked to work in New York, too, and got way too comfortable with that routine. Fighting through crowds and riding the metro to work every morning and evening was most certainly not going to start happening now.

When you’re at work, do you wear headphones at your desk?
JZ: Yes.

Does your day have a soundtrack? If so, what’s on your playlist that is a daily obsession or gives you that stroke of genius?
JZ: Usually 90’s hip hop, but I like a little bit of everything and get in very random swings depending on how I’m feeling. On my way to work this morning the playlist was Nas, Royce Da 5’9”, Ghostface Killah, and Celine Dion.

Do you listen to podcasts? If so, which ones?
JZ: I’m a huge sports and pop culture fan. Love Bill Simmons’ show and his network of podcasts on The Ringer. Then some “smarter” stuff like Malcolm Gladwell’s Revisionist History, Stuff You Should Know, and of course NPR.

Name your top five apps and why…
JZ: Uber- it’s how I get around

HypeMachine – discovering new music

Couchsurfing – the most incredible resource for meeting new people internationally

Deliveroo – Singaporean Seamless for getting food delivered to me

DBS Banking/American Express – gotta track my $$$

What are some restaurants or spots near your office that make your day- from a lunch place that knows your ‘usual’ to a beautiful park- what locales do you live by?
JZ: Singapore is famous for its hawker centers – basically food courts with a wide range of local fare options. Hainanese chicken rice, laksa, char kway teow, mee goreng, roti prata, oyster omelets. Go Google Image search all of those!

What after-work activity makes your week complete?
JZ: Good dinner somewhere new and Diageo drinks. Ketel martini or Johnnie Walker Black rocks – always responsibly and in moderation!

provided by MKTG Singapore and Global Communications Team

Share Button

Written by Andrea D'Alessandro
Andrea D'Alessandro

August 1st, 2016 at 10:35 am

Today’s Trends: Portrait of Millennial Women

without comments

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

Share Button

Written by Theo Berenson
Theo Berenson

February 29th, 2016 at 6:09 pm

2015 Warby Parker Hackathon

with one comment

logo2

Insights by NYC Sales and Marketing Intern Emily Upson

 

What makes a successful Hackathon, you ask?

Had you asked me this a few weeks ago, I would have no idea. Frankly, I wasn’t completely confident in my definition of of a Hackathon. However, as an intern in the NY office of MKTG, I was able to work on my very first Hackathon, and it was awesome.

On July 18-19, MKTG INC produced a Hackathon for our client Warby Parker in partnership with the City of NY Office of Tech and Innovation at Civic Hall in the Flatiron District. The goal was to bring together 100 summer interns from companies in the area to spend a 24 hour period in lock down, solving a technology issue for three non-profits. Basically, a tech-for-good initiative.

As part of the core team, we worked for months for this to come off without a hitch. From venue selection to sponsorship procurement to donation outreach, collateral design, run-of-show, speaker training, intern recruitment, staffing and all the way through to production, it was a huge undertaking.

At kick off around 3pm on Saturday, July 18th, nearly 100 talented tech interns from the NYC area gathered for 24-hours to compete against each other for rewards that went far beyond bragging rights. Unlike my previous interpretation of a hackathon – cracking codes, breach firewalls – these interns used their tech skills and savvy to solve current issues faced by prominent NYC non-profits: Blue Ridge Labs, NYC Department of Homeless Services, and Donorschoose.org.

Although these interns were working tirelessly throughout the night, this isn’t to say they weren’t having fun, and they definitely weren’t going hungry. Participants could blow off steam by playing foosball or ping-pong, flying mini drones, and solving Rubik’s cubes, while consistent bouts of meals – a boatload (like hundreds and hundreds of tubs) of delicious Tribe Hummus of every variety, jars upon jars of candy, mountains of food, and of course #HudsonHack gear and toys kept them on their toes.

After hours of hard work, 24 to be exact, each team of 3-4 interns presented their final pitches to a panel of impressive judges including Minerva Tantoco, NYC’s Chief Technology Officer; Shelley Leibowitz, Board of Directors of E*TRADE and former CIO of Morgan Stanley and World Bank; and Alan Wade, Board of Trustees of The Aerospace Corporation and former CIO of the CIA.

The teams were judged on multiple aspects of their presented solutions, the most important factor being social innovation that solves an issue for the the greatest good. For example, one team developed an interactive map that showed where specific donations have the most impact, to an app that allows families to find safe educational events for their children during the summer break. In the end, the riseUP app won for incentivizing donations from diners and participating NYC restaurants to aid homeless shelters and kitchens in the area.

Overall, it was a ton of work but such an incredible experience.  And working with a brand like Warby Parker was so much fun. It’s an amazing company with a cool culture that I really enjoyed being part of. Thanks to MKTG for this great opportunity I always remember fondly. What a great summer this has been!

 

 

 

Share Button

Meet our NYC Interns

without comments

Interns

From left to right: Melissa Trager, Nike; Stasean Ridley, Strategy & Planning; Emily Upson, Sales & Marketing; Lauren Wagner, Creative; Chrissy Hughes, Diageo; Julia Coombs, Production

— 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!

Share Button

EMS 2015 Takeaways

without comments

EMS 15

The Good (But Not Surprising) News

Experiential is bigger than ever and only going to grow in importance. More and more brands are putting experiences at or near the center of their marketing mix. It’s increasingly a driving force, making up much of campaign content. One need look no further than this year’s Grand Ex winner – Bud Light and Mosaic’s Up for Whatever – to appreciate the sheer magnitude of this intensifying shift. Some data for 2015:

– 79% of brands plan to execute more experiential programs

– Budgets are expected to increase by more than 6%

Results. We all know that experiential marketing, done well, works. But there’s rising data to back this up which is partly why so many brands are turning to what we do.

– Over 75% of brands see better than a 2:1 ROI on their investment

– After an event, 74% of participants have a more positive opinion about the company, brand, product or service being promoted

– 87% of respondents say a live event helps them understand products or services better than a TV spot

– Experiential drives consumers to purchase: 98% of people are more inclined to purchase as a result of attending an event

– 71% of participants tell a friend or family member about their experience

northface

Recurring Themes

In examining the vast array of work showcased and dissected at this year’s summit, there were a few marketer behaviors that generated breakthrough experiences:

– They were bold. A no-fear attitude. The thinking is big risk, big reward. Examples: Heineken and KY Jelly (yes, KY Jelly).

– They pulled at heartstrings. Direct quote: “If they’re crying, you’re doing your job.” Examples: Dove, P&G.

– They created user-triggered experiences. See bullet one – this can be dicey – but not knowing what you’re going to get can be the brilliance of it too. Examples: Visa, Old Navy.

– They used experiences to do what nothing else ever could. This sounds obvious but when you watch the floor drop away at a North Face store in South Korea, you’ll get my meaning. Examples: The North Face, Samsung

Share Button

SXSW: It’s All About That Bass, ‘Bout That Bass (and Mobile, of course)

without comments

SXSW_2015_Family_CMYK-02

This year was my first time attending SXSW. While I had heard all of the stories about how huge and overwhelming it was getting, I have to admit that thanks to some stealth planning and relying on some key mobile apps, I came back to NCAA with a ton of knowledge under my belt…as well as a deep knowledge of what makes a great taco!

After hours of panels and networking and lots of talk of mobile marketing, integrated apps, and keeping it “all about the charge,” this year at SXSW proved that 2015 is once again a hot year for mobile marketing and digital integration into campaigns.

My take on mobile…agree or not, you must adapt. Now.
We know that mobile has become a hugely effective way to reach and engage consumers, whose average attention span registers at an all-time low of just seven seconds. A slight aside, but interesting nonetheless, did you know that up to 25% of consumers, especially the younger set, currently only access the Internet via their mobile devices?

OK, back to business.

Brands have turned the corner and are regularly optimizing their content to adapt to mobile viewing, and restructuring messaging to be concise, to-the-point. They know that once they enter the playing field of mobile marketing, they are seamlessly integrating into consumer’s everyday lives. Utilizing localized marketing, and leveraging data to provide content that is personalized and relevant in real time will make for a better mobile experience.

My favorite App of SX: SXSW GO
One of the most useful apps I downloaded and used was the “SXSW Go” app which displaced printed guides and helped conference goers organize their schedules, and navigate the ever-expanding footprint of events. Additional functions of the app included push notifications about big sessions and events, and a networking tool called SXSocial.

St Bernard Mophie Resue[1] copy

Mophie partnered with the St. Bernard Rescue Foundation and with a team of St. Bernards, set out across SXSW to “save” attendees from dying batteries.

Super smart SX activation: MOPHIE
One of the biggest pain points for SXSWers was battery drain, and this came up time and time again. Smart marketer Mophie marketed into this opportunity with the “Mophie Rescue Lodge.”  Consumers were encouraged to screenshot their low battery life and tweet it to the brand for the potential to have a Mophie rep, along with a beautiful St. Bernard, come to your location and charge your phone for free. People loved it.

In conclusion: In our business at MKTG INC, we have done really well in understanding how to extend our physical events prior to and beyond the actual event by integrating mobile and social into our activations. Clearly, we are on the right track and it’s only getting easier for us to do this at the great benefit of our clients.  I’m excited to be back at the office and sharing my learnings with my co-workers, but I must admit, the tacos in Austin are worlds better than what I can find here in NYC!

Share Button

Restaurant Patrons Hungry for Experiential

with 2 comments

Unknown

Ready for an elevated dining experience? Diners are looking for a satisfying meal, but they’re also looking for a unique experience. Restaurants are forced to be creative and have begun experimenting with adventurous forms of serving food to their patrons.

Roller Coaster Restaurants anyone? Probably not for everyone but Rogo’s Roller Coaster Restaurant in Abu Dhabi spans 14,000 square foot and offers 30 individual roller coaster tracks that loop, spiral and spin around diners to deliver the menu and food to tables. Since the restaurant has no servers, diners place their orders through tablets at their tables. When the food is ready, the kitchen puts it in a covered pot and shoots it down one of the tracks to your table. The tracks range from multi-spiral to double-loop, reaching speeds of up to 12mph.

Every aspect of the customer experience adds up to overall satisfaction. Creating memorable, entertaining aspects is at the heart of brand experience. Campaigns come and go, but in today’s world creating memories through experiences is what people care about, it’s what people talk about.

What good is your brand if it doesn’t evoke an experience?

Share Button