Archive for the ‘experiential marketing’ tag

Sean O’Brien to Lead MKTG Asia Pacific in New Role

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CAMPAIGN ASIA: DAN changes APAC leadership at Carat Sean O’Brien switches to Posterscope and MKTG, with Kevin Walsh replacing him at Carat.

Dentsu Aegis Network today announced that Sean O’Brien, CEO of Carat Asia-Pacific, will become CEO of the network’s experiential marketing unit MKTG and out-of-home specialist agency Posterscope in APAC. His position at Carat will be taken over by Kevin Walsh, previously managing director Carat APAC.

O’Brien spent six years as Carat CEO, in which time he tripled the size of the business. He has twice won Campaign Asia-Pacific’s Agency Head of the Year. In his new roles, he will oversee Posterscope’s digitisation across the region and the launch of “Liveposter”, the firm’s dynamic digital out-of-home asset that allows clients to change their OOH messaging throughout the day.

For MKTG, O’Brien is responsible for boosting its presence across APAC, with a particular focus on growth in China, followed by Japan and Korea. O’Brien said it has been “a privilege” to work as Carat CEO and that the business “is in great hands with Kevin”.

“MKTG and Posterscope are focused on how we communicate with people outside the home,” he told Campaign Asia-Pacific. “Liveposter gives us a competitive advantage in the space. For MKTG, APAC is the fastest growing opportunity around the world. We want to increase our ownership of assets in sport, music and entertainment, and develop our experiential work.”

Walsh has more than 20 years’ industry experience, having previously been with iProspect before moving to Carat as chief digital officer for APAC. He was promoted to managing director last year. “I’m picking up the reins at a very good time,” he told Campaign Asia-Pacific.

“Under Sean, Carat has seen tremendous growth and momentum, and there’s nothing like growth and momentum to attract new business and the very best talent.” Walsh added that as Carat CEO, he will continue using data to drive more value for clients from media, creating engaging content, and developing the agency’s e-commerce capabilities.

Nick Waters, DAN APAC CEO, said: “Sean will now focus on the development of two agencies with outstanding growth opportunities in Asia Pacific – MKTG and Posterscope. Kevin’s promotion represents the smooth execution of the Carat leadership succession plan.” Source: Campaign Asia-Pacific

Read more at: http://www.campaignasia.com/article/dan-changes-apac-leadership-at-carat/435271

SOURCE: Campaign Asia

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MKTG4GOOD: MKTG San Francisco | Adopt a Family

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For the past month, the San Francisco office has been working with Adopt a Family as part of our annual winter corporate social responsibility event. Adopt a Family is a non-profit organization that pairs families in need with donors (like us!) and the donors  follow a wishlist and shop for holiday gifts for the families. 

We received two families to support so we split the West Coast team (this included everyone in LA and our gals currently working in NY) up. We arranged as a little friendly competition and the teams signed up for items and shopped. Earlier this week, we gathered all of the gifts in San Fran and spent much of the day gift wrapping and getting everything ready to hand over to these amazing families. Take a look! 

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Written by Stephanie Rudnick
Stephanie Rudnick

December 7th, 2016 at 1:44 pm

Canon Celebrates New Camera with Surprise Gallery Event at The Whitney

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Reposted (and a bit revised) from our partner agency 360i’s blog. We were honored to help them fully produce this powerful experience. 

To launch the highly-anticipated EOS 5D Mark IV, Canon and 360i gave four photographers an impossible challenge: only 24 hours after receiving the camera, they would have to display the images they captured at a full-fledged pop-up exhibit, produced by MKTG, at the white hot Whitney Museum in New York City’s Meatpacking district.

Just hours before the event, neither Canon nor 360i nor MKTG knew what images provided by Roberto Valenzuela, Jendra Jarnagin, Alex Strohl and Sue Bryce would look like. But confident in the camera’s abilities, they welcomed 130 prominent members of the media, influencers and New York’s photography community to watch as they were unveiled for the first time around the gallery. As guests arrived, every frame in the gallery was still empty. Then, while the audience watched, the photos were printed with Canon printers and mounted on the walls of the gallery over the course of the evening.

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With over 8.2 million impressions, the campaign and gallery event was a successful celebration of Canon’s passion for imaging, and confidence in their flagship camera.

 

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Dentsu Aegis Network boss Jerry Buhlmann: ‘Creativity is about immersive experiences’

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Agencies are still best-placed to offer advertisers impartial expertise and creative marketing solutions, according to Dentsu Aegis Network global chief executive Jerry Buhlmann.

Speaking to M&M Global at the group’s beach venue at Cannes Lions 2016 (watch interview HERE), Buhlmann says that, despite the claims of digital media and ad tech firms, agencies remain a marketers’ best friend – so long as they adapt to the new reality of the digital economy.

“In the context of this market, innovation is critical to success for brands. The only certainly over the next five years is the growth of the digital economy. Clients have to build digital economy businesses if they want to thrive and succeed,” says Buhlmann.

“We’re the only holding company with a vision, innovating the way brands are built. We see some big changes in the market, and some big opportunities. Being high growth and low legacy, which I think we are, gives us an advantage,” he adds, referring to the 46 acquisitions Dentsu Aegis Network has made over the past 18 months.

Read more over at M&M Global here

provided by MKTG Global Communications Team

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Written by Stephanie Rudnick
Stephanie Rudnick

June 24th, 2016 at 2:45 pm

The Rise of Experiential Marketing

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Screen Shot 2016-05-16 at 12.44.55 PM

 

As Adam Harter, Vice President of Consumer Engagement at Pepsi, delivered his keynote presentation, it was clear that Experiential Marketing has made significant advances in the minds – and budgets – of leading brands.

Harter presented five distinct campaigns at this year’s Experiential Marketing Summit in Denver (including MKTG’s very own F!ZZ campaign.) He highlighted the effectiveness of experiential marketing in achieving the marketer’s ultimate goal: to have people joyously engaging with their brand, becoming active advocates and leaving with a deep emotional connection.

In the last few years we’ve noticed how experiential marketing was moving up the strategic marketing continuum, from an add-on tactic to a core component of the strategic marketing mix. This year’s EMS suggests that many brands are in fact moving experiential to the core of their overall marketing strategy, essentially re-architecting the traditional IMC model with consumer experience at the center.

 

“Everything is an event. Everything done well is an experience.” – Chobani CMO Peter McGuinness

 

Article written by Paul Fitzpatrick, Vice President, Business Development at MKTG

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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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Fountainhead MKTG forays into the Kannada film industry

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Fountainhead MKTG, the experiential marketing division from the Dentsu Aegis Network, has facilitated a marketing tie-up of the incense stick manufacturer Cycle Pure Agarbathies with Ranavikrama Pavan Wodeyar’s soon-to-release ‘Jessie’.

With this, Fountainhead MKTG’s branded entertainment arm has now forayed into the in-film placement category for the Kannada film industry.

The collaboration between Cycle Pure Agarbathies and Jessie will witness the former sharing screen space with the lead characters of the film. It will also be incorporated in the lyrics of the song “Malgudi ya ooralle”, taking in-film advertising in regional cinema to the next level.  With this tie-up, Cycle Pure Agarbathies becomes the first brand to explore in-song promotion within the Kannada film industry.

Commenting on the association Arjun Ranga, Managing Director, Cycle Pure Agarbathies, said, “We are extremely delighted to be a part of Pawan Wodeyar’s Jessie. At Cycle, we have always associated with all true emotions. Jessie is a love story. The unconditional bond of love the movie portrays makes it a perfect fit for the brand. We are confident that the collaboration will help us to strike a chord with the audience and strengthen our brand in their minds.”

Pavan Wadeyar says, “We are happy to join hands with Fountainhead MKTG to facilitate this unique partnership for Jessie. Also, my heartfelt thanks to Cycle Agarbatti for coming on board. We look forward to working with Fountainhead MKTG on many more exciting projects in the future.”

See here for the original article!

Article written by BestMediaInfo Bureau | Mumbai | February 22, 2016

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Written by Paige McConney
Paige McConney

February 24th, 2016 at 10:33 am

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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MKTG at the SportsBusiness Journal Roundtable

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sports_business_dailyEFF3419D761F4813A0894C420DD429DD.ashx Photo by: Nancy Pierce

—Matt Manning

Below is the result of a roundtable I participated in on June 21st from the mothership of all things #sportsbiz: The SportsBusiness Journal HQ in Charlotte, North Carolina. SBJ Editor-in-Chief Abe Madkour moderated a 90-minute discussion with seven marketers from across the US to discuss trends in event and experiential marketing, how social and digital have changed their approach, and the mistakes they still see brands and sports properties making. Below is the result of our talk. Hope you gain some insights!

Agency executives on the front lines debate how brands should take risk, create and capitalize on content, and why millennials “value experience more than they do a possession.”

With millennials top of mind among brands and sports properties, agencies are being tasked to create innovative strategies to reach this finicky demo through event and experiential marketing. That, combined with changing technology, has created challenges and opportunities for agencies that can get the formula right.

Read the full article here.

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EMS 2015 Takeaways

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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

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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

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