Archive for the ‘Trends of the Trade’ Category

Reimagining The Concept of Brand Museums: How Brands Are Telling Their History In the Live Space

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MKTG UK Managing Director Michael Brown pens his monthly thought leadership for Event Magazine.  This time, Michael looks at how brands are reimagining the concept of brand museums, utilizing an old idea to tell their history in the live space. He highlights clients such as Guinness for their highly-regarded brand museum.

Head to Event Magazine for the article here

 

Article by: Michael Brown for Event Magazine

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Advertising Week New York: Girls Rule

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Kim Kardashian, The Girls Lounge founder Shelley Zalis, Linda Yaccarino from NBC Universal and Andy Cohen, host of Bravo’s “Watch What Happens Live” at the Chelsea Piers Gala


Now that Advertising Week in New York City has wrapped, I felt compelled to pen a short piece about my impressions of the monstrous confab that takes over The Big Apple each year.

For the last 13 years, Matt Scheckner and his team at Stillwell Partners who founded Advertising Week in New York as a B2B event, have evolved it to be THE must attend advertising, marketing and media industry summit. It’s also grown beyond NYC to London and Tokyo and they’re hosting a smaller gathering later this year in Cuba. Yes, Cuba.

Once again, they somehow seamlessly pulled off over 280 seminars and workshops, breakfasts, concerts, comedy shows, breakfasts, dinners across 30 venues in NYC. For those who couldn’t be in two places at one time, they also streamed every single session online. In all honesty, I was unable to head uptown on the Wednesday but streamed the sessions, sometimes two at once, and watched on my laptop and monitor from my desk.

No surprise, as it is technically an “advertising” conference, the hot topics once again of the week were digital and the hyper growth of programmatic and of course content marketing. But, another major underlying theme of the week was WOMEN – not only how brands are marketing to (and sometimes objectifying) women, but also deep discussion on the disparity of women in senior leadership roles in our industry.

One of the most popular satellite events and my absolute favorite outgrowth of the ad/marketing conference circuit is The Girls Lounge. Founded by Shelley Zalis, The Girls Lounge is my “go to” destination from Cannes to AdWeek to CES. Shelley founded The Girls Lounge to create a place for women, and men, to connect, collaborate and empower each other. A place to check in, unplug (or charge your device) and take a break from the grind.

Each Girls Lounge is different per the conference, but every day is programmed with casual panels and keynotes featuring powerhouse women not only from advertising and marketing but entertainment, sports, and even finance. In addition to the panels each evening, they host networking events and parties that often go into the wee hours.

While at Cannes Lions they set up shop in huge penthouse suite at the Martinez overlooking the Croisette, at Adweek they tricked out a double decker bus and parked it right in front of the Times Center, the hub of the conference. The downstairs area of the bus was the primping area with experts there doing hair blow-outs and make-up touch ups – because power women have no bones about looking polished – and upstairs they set up couches and directors chairs for the talks. They also transformed a large suite within the New York Times building where they hosted talks and lunches. Another space, a pop up gallery called #SeeHer displayed empowering images from the past and present in partnership with the ANA’s Alliance for Family Entertainment (AFE). The Gallery’s aim was to end gender bias against women in ads by 2020 by bringing attention to the issue – a formal initiative from the ANA AFE.

The crowing jewel of Girl Lounge’s presence at Adweek was a gala event sponsored by NBCUniversal and held in the main ballroom at Chelsea Piers’ Pier 60 overlooking the Hudson River and Statue of Liberty. NBC reached into its arsenal of powerful talent and Linda Yaccarino, Chairman, Advertising Sales and Client Partnerships, NBCUniversal and Zalis interviewed Broadway and television starlet Kirstin Chenoweth. They were immediately followed by the uber-popular Bravo Network star Andy Cohen, who interviewed the one, and only, Kim Kardashian. The crowd of over 800, mostly women, hung on Kardashian’s every word as she talked about stereotypes and her personal focus to empower women, especially young women, to stand up for themselves and embrace their power and femininity. All in all, it was a hugely powerful night, not only due to the A-list talent on stage but the room of incredible women and the overall message permeating through the crowd.

In closing, Advertising Week in New York was a huge success and the programming was more diverse than ever. But for me, what came through loud and clear was that marketing to women and girls, as well as collectively supporting other women in business, is not a conversation that is going away. Men and women are talking about it openly and with platforms like The Girls Lounge being present at our industry’s main conferences, it’s only going to get louder!

–Contributed by Stephanie Rudnick, SVP Communications, MKTG USA | Global Brand Communications Director MKTG twitter and insta: @stephrudnick

 

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MKTG Women’s Leadership Group Is A Growing Force

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Born in 2015, MKTG’s Women’s Leadership Group was founded as a way to connect and unite female colleagues as they navigate their way from entry level to executive, focusing on the many facets of a successful woman including career, family, physical health, etc. The group also focuses on raising women’s voices on topics that matter to them and increasing the level of awareness on the issues that affect our overall culture. Our colleagues at Team Epic have been operating East Coast chapters throughout our Westport, Charlotte and Atlanta offices, and as we venture into 2017, the network is continuing to blossom across MKTG’s North American offices.

The Team Epic group follows five key objectives with a foundation of applying these learnings to both personal and professional life:

Listen to the issues and challenges faced by women of the agency

Identify stumbling blocks that inhibit our personal and professional effectiveness

Support each other as leaders of the agency and our industry

Develop self-awareness and trust

Collaborate to bring about positive change for the agency

How did this all come about? It is impressive to think that a few casual conversations over post-work drinks saw the opportunity to unite our female network and turned these thoughts into a powerful reality. As one of the founders, Samantha Bond, Director of Corporate Sponsorship and Entertainment, Westport, said, “We thought it would be great for our female colleagues to have a safe space for mentorship, social and professional growth. We realized that this group could fuel opportunities for empowerment with scheduled events throughout the year and the help of senior leaders to impart their wisdom.” Fellow founder, Kati Kasch, Senior Manager, Sponsorship and Events, Denver, added “The response has been incredible.  High levels of participation, collaborative curriculum and the interest by other offices, prove that we weren’t alone in looking for a group like the one we created.”

Leading Atlanta organizer Erica Calhoun, VP, Client Services agreed, “Not only was this an opportunity for women to come together and discuss very important issues for this segment of our workforce, it also allowed for growth and collegial interaction outside of specific project work.”

While each office schedules their events separately, both groups take on a grassroots collaborative standpoint, and everyone is allowed to develop and propose ideas.

The groups make use of our network’s resources and takes on broad topics, zeroing in on subject matter relevant to professional women. A recent ‘finance’ focused course honed in on general financial guidance and the importance of investing. This summer’s focus was ‘fitness’ and both Atlanta and Westport hosted self-defense courses, particularly since so many of our female colleagues travel alone so often. Westport worked with a certified R.A.D instructor who visited the office teaching a free-of-charge self-defense class covering fundamentals of self-awareness and teaching basic moves. The session was free and participants were then invited to donate to the instructor’s charity of choice, the Special Olympics. Atlanta hosted female police officers from the local Marietta Police Department who discussed aspects of women’s personal safety- from available safety apps, risk reduction to consent and a R.A.D self-defense course.

Sessions take on a mix of serious discussions and fun bonding experiences; both teams are ending the year with a charity volunteering session and some room for happy hour and a Beyoncé dance class!

Although events have centered on the Westport, Charlotte, and Atlanta metro areas, MKTG offices from Chicago to the West Coast have sparked interest in starting their own branches.  Look out for more updates on what this dynamo of a network will be making happen!

Westport Founders: Kati Kasch and Samantha Bond

Atlanta Founders: Erica Calhoun, Christine Ralph, Trayce Griffies

 

–Contributed by Team Epic & MKTG Global Communications team

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

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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

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Written by Andrea D'Alessandro
Andrea D'Alessandro

September 12th, 2016 at 4:54 pm

What Millennials Want to See (and Take Home) From Branded Events

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Illustration by: Carlos Monteiro

Illustration by: Carlos Monteiro

 

Everyone loves a good party, and brands know that. As more events are sponsored, the ways that brands interact with partygoers before and after is becoming more important.

Splash, creator of experiential marketing software, mined its data for trends among millennial partiers who attend branded events.

“The brands winning over the millennial generation are delivering experiences, not just things,” said Ben Hindman, co-founder, CEO of Splash. “The savviest marketers understand the crucial link between events and brand loyalty—particularly when it comes to millennials. If you’re not creating experiences and memories, you’re not building anything.”

For the full article, see here

Source: Adweek c/o Splash, the leader in innovative experiential marketing software. We are not affiliated with Splash but love these infographics and the insights. Thanks Splash! 

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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

Trends of the Trade: CES 2016

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Another year, another CES, the infamous consumer electronics expo that beckons technocrati from around the globe to descend on the Las Vegas Strip each year—converting Sin City into a veritable shopping mall of the future for one fleeting week. Drawing in well over 3,800+ exhibitors and 170,000+ attendees each year, CES is an undisputed premier tech conference filled to the brim with the latest tech—from the mundane to the paradigm shifting. It’s here that innovators, brands, media, and marketers all collide and mingle to learn about what’s new, what’s next, and frankly just geek out at all the cool stuff.

While a good portion of the products on the show floor never quite make it to mass-market consumer adoption in the ways they are shown then. CES has never truly been about the short-term future; it’s been about pushing boundaries and expanding our definitions of what’s possible. A proof of concept, if you will, to show the world just how innovative the world can be. The present may be set, but the future is infinitely pliable. Naysayers and pessimists may call that outlook naïve, but you can’t get to the next big idea without a couple quirky first steps to help you along the way.

As our clients/brands become increasingly more comfortable exploring new technologies and emerging mediums of engagement, here’s what we’re seeing will be hot experiential trends for 2016:

INTIMACY

Wearables are here to stay. With the continued maturation of the industry and shift from fitness to health and wellness, expect to see them pop up more and more in brand activations as takeaways and experience enhancers. The form factor for sensors in general has become increasingly smaller and durable over the years, enabling one of the more intriguing items on the show floor this year to come to fruition: smart clothing. Companies such as Sensoria have utilized textile sensors to create more seamless / intuitive experiences, in this case a pair of sensor embedded socks that track your running (from run cadence to foot impact).

Sensors are getting even smarter. As all the tech companies race to bring the first fully autonomous car to market, the sensor industry (particularly, object detection and identification) has seen a huge boom in innovation. Netamo announced their outdoor security camera system “Presence to critical acclaim, the camera includes a robust identification software that can distinguish between people, cars, and animals with surprising speed and accuracy.

What does this all mean, you ask? Simple. Continued innovations in wearables and sensors represent a prime opportunity for marketers to create more engaging and dynamic personal experiences that are tailored to each consumer.

 

IMMERSION

At MKTG, we’ve been playing around with Virtual Reality for a couple of years now—carefully watching its development from a relatively unheard of niche gamer centric gizmo to a huge untapped new medium for filmmakers, artists, and brands.

2016 will be the year VR reaches critical mass. With the imminent release of high-end consumer facing VR (e.g. Oculus) later this year, and continued public interest for more mobile friendly VR (e.g. Gear VR and Google Cardboard), don’t expect to see the appetite for VR to drop any time soon.

The major VR players are pretty much set at this point: Oculus, HTC, Google, and Samsung. This year’s VR standouts at CES were mainly focused around hardware extensions for virtual reality environments. Products such as the Krush Moveo, Virtuix Omni, and Infinadeck all answer one problem that holds back full immersion in VR, movement.

While we’re still quite a ways off from a Star Trek like holodeck, with VR marketers have a unique opportunity to craft and deploy incredibly immersive experiences in virtually any location or condition.

INTEGRATION

IoT is the buzz word that inevitably gets thrown around each year at CES. While there is no shortage of smart products out in the marketplace, a clear winner for a universal/unified platform to manage all these smart devices has yet to emerge. As the public waits before taking the big plunge into smart homes, the industry has been busy creating micro-integrated ecosystems to whet consumers’ appetites. 

To that effect, as consumers expectations shift from what a specific product or service provides individually, to how does this product add value to a connected lifestyle, thinking big picture and integrated will continue to be more and more important to brands and marketers.

TL;DR: Ongoing developments in wearables, VR, and sensors will enable marketers to easily create more tailored, personal, and brand experiences/activations in 2016.

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Written by Chris Liao
Chris Liao

January 15th, 2016 at 12:00 pm

MKTG Brings You: Merry & Bright Bevies

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With the countdown to the holiday break in full effect, we wanted to make sure all of our fantastic followers are well equipped to bring the holiday cheer.  Show off your hospitality and bartending skills with the below list of holiday cocktails that will be sure to wow your friends and family.

The Zacapa Solera Hot Cocoa
ZacapaHotCocoa

1 1/4 ounces Zacapa Rum 23
1/2 ounce Pedro Ximenez Sherry
5 ounces Hot Cocoa
Grated Cinnamon and Cracked Pink Peppercorn for Garnish
Combine rum, sherry and hot cocoa into a cocktail shaker. Shake well. Pour contents into glass mug. Garnish with grated cinnamon and pink peppercorn.
(Recipe by Lynnette Marrero for Zacapa)

 

 

An Old Fashioned Holiday
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1/2 
teaspoon brown sugar
1/2 
orange peel
5
 dashes Angostura bitters
1 1/2
 ounces Bulleit bourbon
1 1/2 
ounces apple cider
Muddle sugar, peel and bitters until sugar dissolves. Add bourbon and apple cider and add ice. 

 

 

Tanqueray Gin Flip
GinFlip

1 ¼ ounces Tanqueray® London Dry
½ ounce almond syrup
½ ounce heavy cream
1 egg
3 dashes Angostura bitters
Combine all ingredients in a shaker. Shake vigorously and pour into a coupe glass. Garnish with star anise.
(Recipe courtesy of Tanqueray)

 

 

Morgan Mule
Mogan Mule1.5  oz. Captain Morgan® Original Spiced Rum
4  oz. ginger beer
2  sprig(s) mint
2  lime wheels
Muddle a mint sprig and lime wheel in the bottom of a tall glass. Add rum and ginger beer. Garnish with mint and lime.
(Recipe courtesy of Captain Morgan Original Spiced Rum)

 

 

 

 

The Ketel Fig & Rosemary
Ketel-One-Fig-Rosemary1.5 oz. Ketel One Oranje® Flavored Vodka
1 tsp. Dalmatia original fig spread
1 small branch of rosemary
0.25 oz. fresh lemon juice
0.5 oz. simple syrup
3 dashes Angostura bitters
Club soda
Dry shake Ketel One Oranje flavored vodka, fig spread and rosemary in a mixing glass. Add lemon juice and simple syrup and shake with ice. Strain into a highball glass filled with ice. Top with club soda and Angostura bitters.
(Courtesy of Kettle One)

 

Don’t forget to get the party started with MKTG’s own Holiday Cheer mix on Spotify.

 

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Written by Theo Berenson
Theo Berenson

December 22nd, 2015 at 12:19 pm

2015 Warby Parker Hackathon

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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!

 

 

 

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MKTG INC @ Cannes Lions 2015

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A team from MKTG INC recently traveled to the Cannes Lions International Festival of Creativity. The festival is the annual mecca for the global marketing communications industry, with the most powerful brands, media outlets, agencies of all kinds (advertising, PR, experiential, digital, technology, data, social, mobile, creative, and many many others) – approximately 15,000 people, flocking to Cannes to network, to visit brand experiences, to close major deals, to learn, to meet a lot of people, and in many cases take home some hardware.

Sure, the setting is seriously glorious, but it is honestly a beast of a week. Think Sundance or CES…at the beach…in the South of France, in the summer. You are running, watching a panel on a rooftop in 85 degree heat, then running into a freezing cold conference room and back again, and grabbing food along the way, usually until sundown when things slow up a bit.

Luckily, my friend Julie Thompson, a 16-year Cannes Lions veteran, wrote this hugely insightful article for Adweek, that I used as gospel to make sure I made the most of my four days in Cannes. Even with Julie’s help, I still overbooked myself, but not complaining.

Between the client and press meetings at our home base, the Dentsu Aegis Beach House, panels, Q&As, creative showcases, press sit-downs, more panels from Adweek, Medialink, digiday, LinkedIn and visits to Google Beach, Facebook’s Hacker Square, and my favorite stop, The Girls Lounge, I averaged 22,000 steps a day according to my trusty companion, my FitBit.

Anyway, rather than yarn on, I figured I’d share with you some photos I snapped along the way:

 

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