Archive for the ‘Experience’ Category

MKTG Atlanta “Storytellers” Series

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Mallika Pereira and Alma Angeles from Major League Soccer/Soccer United Marketing AT MKTG Atlanta

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

Last  Thursday, MKTG Atlanta hosted the latest iteration of their “Storytellers” series, this time featuring our clients Mallika Pereira and Alma Angeles from Major League Soccer/Soccer United Marketing.

“Storytellers” is an up-close-and-personal Q&A session hosted with clients, partners and other influencers in the Atlanta office and a huge success we hope to roll out at other offices.

Mallika and Alma began with a tour of the Atlanta office, including our highly impressive fully-stocked and organized 40,000 square foot warehouse followed by a cocktail hour, and, finally, the “Storytellers” hour-long Q&A covering their respective career paths, what they believe makes a great leader, and their person goals and aspirations. They were both so inspiring and impressive.

They also  shared the case study on the hugely successful Batalla Viewing Party concepted and produced by MKTG in collaboration with MLS/SUM to celebrate the highly-anticipated US vs Mexico National Team game in Los Angeles. You can also learn more about the program HERE as it was featured on the Dentsu Aegis UNBOXED series this month.

With over 70% of the Atlanta office attending, it was a wildly successful addition to the series. Stay tuned for the next one!

 

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Written by Mary Kate Pleggenkuhle
Mary Kate Pleggenkuhle

September 20th, 2017 at 9:56 am

MKTG Singapore gets new digs

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Former MKTG New York’s Cat Lyon, who now runs our Singapore office, and another former MKTG New Yorker, Jonathan Zheng, working away in front of their new mural…

If you follow DAN’s social channels, you may have noticed that the APAC office in Singapore is in the process of moving into a new space…all 750 of them. What this will do for MKTG is give us more direct access to the other DAN agencies in the region since our team in Singapore will now be amongst them all. Above is a comp of the MKTG space that, while still under construction, will scream MKTG thanks to the custom wall mural that will be painted just behind the desk of our head of APAC, former MKTG NYer Cat Lyon. To make the space our own, Cat and team commissioned a local artist, who goes by Mojoko, to create a large format work that combines Asian Pop Culture, Chindian imagery, with some Aussie references to be added shortly. Look for the finished product soon on our social channels!

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Written by Stephanie Rudnick
Stephanie Rudnick

September 12th, 2017 at 11:22 am

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MKTG New Zealand: The Representation Project

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This month, MKTG team members in New Zealand threw their support in behind a new Dentsu Aegis Network diversity initiative called The Representation Project. The project is aimed at changing the future for women within our industry. Locally in NZ, less than 20% of CEO roles are occupied by women, and pay equity continues to be an issue with women earning on average 12% less than men in the same positions.

The group is made up of a network of staff across the business (including CEO Robert Harvey) who are passionate about making meaningful change. The group aims to challenge industry ‘norms’ and shape the way young women think about success, supporting them to the top.

The Representation Project launched with an inspirational guest speaker, Taryn Kljakovic, founder of local organisation ‘The Women’s Collective’ and Head of Publicity, Promotions and Creative Marketing for Sony Music. Taryn spoke openly about some of the big challenges she has had to overcome to get where she is and highlighted the importance of every little step; all big changes begin with small conversations. 

The group will now focus on developing a series of events and opportunities to further its mission. Stay tuned!

contributed by Fluer Skinner, MKTG New Zealand head

 

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Written by Stephanie Rudnick
Stephanie Rudnick

September 12th, 2017 at 11:00 am

MKTG UK Shortlisted for 18 FMBE Awards!

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MKTG US has been shortlisted for 18 awards at the Field Marketing and Brand Experience Awards, including Agency of the Year.

The shortlist spans over 10 campaigns, including Norwegian, Buzzbike, Toyota and Fitness First, and includes categories ranging from Operational Success of the Year, to Creative Campaign of the Year.

The awards will take place on the 19th October, and the full shortlist can be viewed here.

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Written by Stephanie Rudnick
Stephanie Rudnick

September 8th, 2017 at 10:45 am

Posted in Experience

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MKTGives: South Africa

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In a combined effort – the Johannesburg teams of MKTG and ISOBAR setup a blanket and old clothing collection drive in the offices over the months of June and July.  Collecting over 5 shopping trolleys worth of donations from their generous colleagues – the teams selected The Refilwe Community Project – based in Lanseria Gauteng – as the worth recipients.

Founded in 1991 to assist and help meet the needs of the poor people within the area – they have since established a primary health care clinic which incorporated home based care and tuberculosis management programmes, a hospice, a school and a shelter for abandoned children. This was done with the help of numerous sponsors and donors.

Refilwe has developed a strong focus on child care, community care and skills development since 2005.

Today the Refilwe Community is a multi-focused registered Non-Profit and Public Benefit Organisation serving many of the communities in Lanseria.

The team travelled through to deliver the items, and met with Kate Jacobs – COO of Refilwe.  Kate took the team on a tour of the facilities and explained more of about the centre itself and their daily needs and requirements.   Kate explained “We have been doing a blanket drive again this winter (we do these every 2-3 years as we do expect people to be able to hold on to blankets for a least a year!) and have so far been able to give blankets to all of our foster families and about half of the students attending our community aftercare center – yours will go towards the remaining community students. Nearly all of these children live in shacks neighboring our property and our area is extremely cold in the winter due to the river running through the property!

 

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Written by Stephanie Rudnick
Stephanie Rudnick

September 8th, 2017 at 10:39 am

MKTG Named to IT LIST once again!

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We are thrilled to be included on Event Marketer Magazine’s Annual “IT LIST” of the top agencies in the US. Many thanks to the team at EM for your hard work on pulling this together and kudos to our MKTG family for all of your hard work and dedication to each other, our clients and partners and your commitment to being the best of the best! Check it out here.

 

Background from the editors of Event Marketer:

With hundreds of applications, it was no easy task to select the agencies featured in this year’s 15th annual It List.

As we pored over the applications, we were struck by a number of facts. First, our industry is growing, as evidenced by the increases in head count, office spaces and new business wins mentioned in so many applications. Then, there is the inordinate amount of time and resources devoted to staying on top of trends as agencies invest in new technologies and equipment, especially digital interactives. And of course, there are the people themselves, those tireless engines who know no bounds when it comes to creativity, strategy and know-how in order to deliver top-notch experiences for some of the most demanding clients ever. The work this year was outstanding.

It’s why our editorial team read, analyzed and scored each and every entry on a number of stringent criteria. Our top consideration: the percentage of agency work devoted exclusively to events. In an era of explosive growth, we recognized that there are a lot of shops out there with a sudden “expertise” in experiential, and so we were dead serious about checking their bonafides.

Then, we looked at the quality of the work, the creativity, the agency’s industry reputation and, of course, how well each agency had backed up its claims. It was as exciting to read updates on the veterans as it was to comb through the capabilities of the new kids on the block. And we weighed each in equal measure.

The one thing all of the agencies that made our list have in common? They are never satisfied with the status quo. They push toward goals they never thought achievable, burning the midnight oil to get every detail right. They’re the ones brands rely on to deliver unforgettable b-to-c and b-to-b experiences that forge lasting connections with consumers, colleagues and stakeholders. They’ve earned their place on our 15th annual It List and we take our hats off to each and every one of them.

Congratulations, and a job well done.

 

 

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Written by Stephanie Rudnick
Stephanie Rudnick

September 6th, 2017 at 11:40 am

MKTG INSIGHTS: HOW SPONSORS ACTIVATE AT THE LITTLE LEAGUE WORLD SERIES

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The Little League World Series attracts a large audience both in person and on broadcast. However, the event is unique compared to other sporting events of a similar size due to less emphasis placed on the on-field performance and a greater emphasis on youth sport. Sponsors take advantage of these unique themes at the Little League World Series and leverage them in custom activations.

This past weekend marked the conclusion of the Little League World Series as Tokyo Kitasuna defeated the Lufkin, Texas to win the championship. The Little League World Series has been held every year since 1947 in Williamsport, Pennsylvania where Little League baseball players from around the world compete. The event is highly unique as more than 400,000 people attend every year and the event receives prominent broadcasting from ESPN.

The Little League World Series attracts a significant audience considering it is made up of 11-13-year-olds and not professional athletes. The unique nature of the Little League World Series also allows sponsors to take on the themes of the event and leverage them in promotions and activations.

With the Little League World Series being made up of young athletes, the event has much less emphasis on the on-field performance and a more grass roots feel than other sporting events of a similar size. The event also brings about nostalgia as former Littler Leaguers are reminded of when they participated in youth sports and get to share that experience with their family. With the Little League World Series unique attributes and high reach through broadcast and on-site attendees, sponsors look to activate in ways to play off the high family population and look to promote products or services that would highly resonate with families.

Honda Targets Baseball Families with Mini-Van Activation – As a 21-year partner of the Little League World Series, Honda has looked to tailor their activations around the event to appeal to families and the kids participating. Honda leverages the event to promote their Odyssey mini-van, having it appear in custom creative as well as providing shuttles to the event from local hotels. With plenty of families onsite at the event, Honda is promoting their family friendly vehicle and demonstrates its use during a time when parents will need the extra space to bring their kids to baseball.

Canon Provides Tournament Packages for Both Parents and Kids – At this year’s Little League World Series, Canon was promoting their Rebel camera in combination with their printer. Canon showed the two products on-site at this year’s Little League World Series where parents would be highly active in capturing their children’s on-field moments. Also, Canon created a player toolkit that was available for free on their website. The toolkit included scorecards, colouring books, and snack recipes and which was also promoted to be printed off using the Canon printer. Canon’s provided things that both the parents of the Little League Players would make use of during the tournament. Cannon’s approach looks to engage the entire family through their sponsorship.

Dick’s Sporting Goods Promotes their Youth Sports Service – Dick’s Sporting Goods uses the Little League World Series to promote their Team Sports HQ service which is an online portal that organizes youth sports teams, from scheduling to registration. They have created official Little League templates and offer it free to all users. With the high amount of families participating in youth sport attending or watching the Little League World Series, Dick’s has strong opportunity to promote their platform to an audience that will be interested in their product.

The Little League World Series is a unique event which attracts families invested in youth sport from all over. Sponsors recognize this crowd and look to activate at the event with products and strategies targeted to that demographic.

Originally posted by MKTG Canada

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MKTG INSIGHTS: WHEN ENDORSERS BECOME CREATIVE DIRECTORS

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Celebrity and athlete endorsers are going beyond standard appearances in brand campaigns as more and more brands have recruited notable athletes and celebrities for a creative director. From Justin Timberlake and Bud Light, Jessica Alba and Microsoft, and Lady Gaga and Polaroid, celebrities have been tapped for their creative vision to help shape new products or campaigns. While the creation of these roles are largely symbolic and a branding exercise itself, when brands do give creative control to an endorser, there are several keys to ensure a successful partnership.

WHY ARE WE SEEING THIS?

Lend more authenticity to the partnership – Brands have been leveraging celebrity and athlete endorsers for several years now. Consumers understand this strategy and when not executed properly, can become skeptical of the authenticity of the relationship. In a study conducted last year, it was revealed that 70% of millennials preferred endorsements from their peers (ex. Family and friends) than traditional celebrities. To create more authenticity to a celebrity or athlete endorsement, it can make it more believable if that endorser has a personal say in the product they are pitching or the creative they are engaged in.

Creates a more committed endorser – Offering more creative control and input to an endorser can help ensure that they remain committed to the relationship and the product. In the past, there have been instances where endorsers demonstrate a lack of commitment to their endorser brand, such as a 2012 example when Coca Cola endorser and one of the world’s top soccer players at the time, Ronaldinho, was seen drinking Pepsi during a press conference. Leveraging endorser talent in the creative process can create more invested celebrity talent.

ENSURING A SUCCESSFUL PARTNERSHIP

While these partnerships call the endorsing celebrity and athlete a “creative director” it is unlikely that they will be taking the role of a full-time creative director. The endorser is already committed to their own projects and becoming a creative director requires several hours of training and schooling. This should be kept in mind when a brand decides to recruit a celebrity creative director and ensure that they set their new endorser up for success. This means giving them creative influence but not a full-time job.

In 2013, BlackBerry announced Alicia Keys as their global creative director and was promoted as being brought in to help grow BlackBerry’s business. The press release cited that Keys would be “working closely with app developers, content creators, retailers, carriers and entertainers, Keys will be an active member of the BlackBerry community”. This is a large role for someone who is already a committed musician and likely on the road for a large portion of the year. Keys’ relationship with Blackberry ended after one year and the commitment from Keys was questioned as she was caught tweeting from her iPhone after being named as part of BlackBerry.

CASE STUDIES

Pharrell & American Express – In December of last year, American Express announced that musician Pharrell would become the new creative director of their Platinum Card. American Express heavily promotes the benefits and experiences their cards provide their consumers. It was announced that Pharrell would be brought on to set the creative direction for future American Express Platinum Card benefits and other experiences. When Pharrell was announced as the creative director it was clearly outlined that he would be working to tailor the experiences for consumers and nothing that would be outside of his skills set. This brought more authenticity to the partnership and set both American Express and Pharrell up for success.

Russell Westbrook & True Religion – Oklahoma City Thunder guard Russell Westbrook was named the creative director for fashion brand True Religion’s spring campaign in 2015. Westbrook is noted for his fashion as his pre-game outfits are consistently shown on broadcast and discussed by commentators. He has also attended multiple European fashion shows during the offseason. Additionally, True Religion is a brand that already fit with Westbrook’s style, making the partnership more authentic. These factors made the announcement of Westbrook as a creative director more believable as well as the fact that they announced that he would serve as creative director for one campaign. This limited time served as a creative director helps ensure that Westbrook can dedicate the time needed for one campaign and it was not an ongoing role. The partnership can also take advantage of his down time in the offseason which is time he usually dedicates to fashion.

While a celebrity or athlete endorser can provide valuable creative influence, it is important for brands to not rely too heavily on them as they will likely not have the training or time to dedicate to becoming a full-time creative director. By outlining specific tasks and setting them up to succeed can ensure that both the brand and the endorsers see a beneficial relationship.

Originally posted by MKTG Canada

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Written by Mary Kate Pleggenkuhle
Mary Kate Pleggenkuhle

August 29th, 2017 at 11:25 am

Posted in Experience

MKTG Team Enjoys The Great American Eclipse, All Over The Country

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On August 21, 2017, along with at least half of Americans, Team MKTG took to the streets, and the roofs and for some (like Markus Sheldon) to the path of the eclipse to experience history – the first total eclipse of the sun visible across the entire contiguous US since June 8, 1918! Wherever you watched it from, we hope you had as much fun with the experience…and made as much of a big deal as we did at our offices across the US. There’s nothing quite like bonding over the wonders of outer space on a Monday afternoon.

The team from MKTG New York got to the roofdeck first and scored the VIP seats well before the 250 others made it up to catch the eclipse. We’re not competitive or anything!;)

 

MKTG San Francisco captures a selfie on their rooftop patio pre-eclipse

 

MKTG Chicago taking eclipse viewing to the streets oustide of their office. A total aside, but right there in the distance is the famous Mr. Beef. If you’re ever in Chicago, make sure you grab a sandwich there!

 

MKTG Westport is prepared with their homemade cereal box projectors

 

MKTG Charlotte hosted a party on their office patio with a pot luck and beer cart, and then got special permission from our building to access the roof to watch the eclipse. WELL DONE CHARLOTTE!

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Written by Mary Kate Pleggenkuhle
Mary Kate Pleggenkuhle

August 22nd, 2017 at 11:03 am

MKTG Rewards Program featured in Advertising Age

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Many thanks to Advertising Age for including our “Become Legend” US rewards program in their article below. We get some pretty awesome perks working at MKTG – from extra vacation time and summer Fridays, to a monthly cell bill credit to our new “Get a life” program where the company gives us $500/year to pay for a personal development course or activity. What would you do with $500 bucks to better yourself? Check it out HERE

 

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Written by Stephanie Rudnick
Stephanie Rudnick

August 21st, 2017 at 11:36 am