Archive for the ‘Lifestyle Marketing’ tag

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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millennialslogo

 

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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

MKTG Welcomes Irokeesi and psLIVE Nordics to the family!

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Tiina Launch Photo

MKTG Nordics Lead Tiina Veijonen and her team welcome 450 guests to their launch event in Helsinki

On Friday night, Tiina Veijonen and her team hosted over 450 clients, friends, family and influencers to a huge party in Helsinki to announce that the Dentsu Aegis lifestyle marketing agencies in Finland, Sweden, Norway and Denmark have officially rebranded to MKTG. Welcome to the family NORDICS!

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MKTG Nordics Lead Tiina Veijonen…is that a coffee or a pint? We are assuming a coffee!

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Way to come out of the gate MKTG Nordics!

 

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Written by Stephanie Rudnick
Stephanie Rudnick

May 2nd, 2016 at 4:45 pm

Gatorade Fuel Lab named one of the best brand experiences at SXSW 2016

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We are so thrilled to be celebrating a hugely successful launch of the Gatorade Fuel Lab with our awesome client, Gatorade, this past week at SXSW, unveiling an interactive showcase of Gatorade’s latest innovation. Gatorade’s brand promise is to serve today’s evolved athlete by combining new data about performance, nutrition and biomechanics – and Fuel Lab certainly brought that to life. Now that we have packed up SX, we are hitting the road to bring the Lab to locations across the US, starting with The Big Apple on March 30th!

And to top it off, yesterday, CNBC posted a story that the Fuel Lab was one of the best brand experiences at SX! And there were a LOT of great experiences to choose from so we are all very honored. Here is what they had to say:

Gatorade

Gatorade transported SXSW attendees inside its Gatorade Fuel Lab, a real facility in Barrington, Illinois, where athletes and Gatorade scientists work together to create the ideal sports drink formula. People were invited to custom make their own Gatorade using “sports fuel” pods that just need to be added to water.

“Gatorade is an innovation company and we wanted to make a huge statement,” Xavi Cortadellas, senior director of innovation and design at Gatorade. “The whole idea is delivering sports fuel personalization.”

Gatorade hopes that eventually consumers can go online and find which “sports fuel” fits them best. Then choose the formula based on the type of activity they do and the weather they are experiencing. The pods are also easier to ship than bottles of Gatorade, which fits today’s digital consumer-led lifestyle.

“Consumers want personalization and technology in everything they are doing,” said Cortadellas.

 

Numerous MKTG capabilities were utilized – we handled concept, design, development, digital platform registration, data capture, activation execution and launch. And we had a BLAST and love our client!

The Fuel Lab activation now goes on tour to visit high school elite athletes at the following stops:
March 30 – March 31: New York (Grand Hyatt)
May 27 – May 30: Philadelphia
June 16 – June 19: Chicago (Navy Pier)
July 19 – July 27: Las Vegas
August 5 – August 7: Los Angeles


Learn more at www.gatorade.com/fuellab

Some other awesome coverage. #TeamMKTG 

http://www.brandchannel.com/2016/03/10/sxsw-2016-gatorade-fuel-lab-031016

http://www.adweek.com/news/technology/these-4-projects-are-helping-gatorade-bolster-its-brand-technology-170180 

http://www.fastcocreate.com/3057684/gatorade-drops-some-sports-science-with-new-ad-hinting-at-brands-future

https://twitter.com/BradJakeman/status/708721194195771393?lang=en 

https://twitter.com/danduan/status/709146912092327937?lang=en 

https://twitter.com/chassan/status/708718568280469504?lang=en 

https://twitter.com/KyleR/status/708355068056064000?lang=en 

https://twitter.com/jpmarcum/status/709147238367432704?lang=en 

https://twitter.com/iampatrickweir/status/709148964910714882?lang=en 

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Written by Stephanie Rudnick
Stephanie Rudnick

March 17th, 2016 at 2:43 pm

Q&A with psLIVE’s Peter Pearce

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Peter PearceFor this month’s Guest Column, we sat down with Peter Pearce, who heads up the Atlanta office for our new sister agency, psLIVE. Hear how he got where he is, where he’s going and why he loves his job.

Tell us about psLIVE – how do you describe the company to strangers?
My elevator pitch usually starts with defining “lifestyle marketing” (sports, entertainment, grassroots, retail) and who our clients are. Then I describe the work we do: Large-scale sponsorship activation, event development, mobile tours, sampling, street teams, staffing. You take it for granted because you live it every day, but the usual reaction is “that sounds like a lot of fun,” and it is!

What differentiates psLIVE from the competition? 
I think it all starts with our values – we live them every day. We are fiercely competitive, and our reputation for “doing it right” has followed us since inception. Secondly, the Dentsu Aegis push to collaborate across agency brands is a huge advantage – shared insights, tools and resources are a great business driver. Finally, we’re not just a creative, client-service and production agency. We are vertically integrated, with assets and services inhouse that many agencies outsource. This allows us to achieve budget efficiencies and get to market quickly.

What three words would you use to describe your staff?
Best. In. Class.

How did you get into this industry?
It’s sobering to realize I’ve been in the business for 18 years! I finished school and worked for the 1996 Atlanta Olympic Games after school, then I began in the agency world at what is now CSE (formerly Career Sports Entertainment). After five years, I helped open the Atlanta office of Strategic Sports Group, where I spent another five years building that business. I’ve now been with psLIVE (formerly Vivid and Team Epic) for eight years, and it has been a great ride so far.

Looking back at 2014, do you have a few favorite programs or campaigns your teams managed?
That’s hard because we emotionally invest so much in all our clients, but a few programs stand out. Our work on ESPN’s Heisman House is remarkable because of sheer scale, complexity and inherent logistical challenges. Our USTA work, which showcased the US Open of Tomorrow exhibit, really pushed the design envelope. And our work for AT&T is constantly evolving to keep pace with technology and continue to integrate into the consumer experience.

How has technology changed the way you approach the business? 
The smart phone has dramatically changed the event landscape, and we’ve leveraged technology in creative and compelling ways. We strive to design a pre/during/post-event engagement via mobile and social channels because mobile technology shortens the time between brand engagement and purchase. I see a bright future for two-screen interactive experiences at events, where you use your personal device to play on larger screens, or to create physical action onsite. You’ll also see more photo opportunities designed for selfies, and a decline in green screen/photo booths. Finally, I think beacons, NFC and other pushes to mobile engagements will become more prevalent in 2015.

What publications/website do you find most relevant?
I always try to stay current with AdWeek, MediaPost, BrandWeek, etc. to understand the broader media world. I also read traditional Lifestyle Marketing media like Event Marketer, Sports Business Journal and BizBash. However, I think the single most relevant website I visit frequently is Reddit – it’s truly the “front page of the Internet.” Although it’s not always totally PC, no other website captures the current cultural zeitgeist like Reddit.

What are your favorite apps?
The ones I use routinely are pretty limited, but my essentials are Uber, Spotify, Delta Airlines, Waze (traffic in ATL sucks), Open Table, GolfNow and Instagram.

What excites you about psLIVE’s integration with MKTG INC?
I’m most excited about the combined potential of two agencies coming together. The whole is definitely greater than the sum of its parts, and I’m looking forward to what 2015 holds. We’re so culturally similar: the type of work we do, how we do it, and everyone I’ve met along the way has been great!

What do you do to relax?
With this job, and two active kids under 10 at home, relaxation comes in small doses. I’m a formerly avid golfer, fisherman, skier and sailor, so I try to vacation where I can combine at least a few of these. Also, cocktails.

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