Archive for the ‘Marketing’ tag

Brands Should Be ‘Fearless’ In Sponsorship Marketing

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Brands with smaller budgets need to be “fearless” when it comes to sponsorship marketing, Colin O’Toole, marketing manager for the Cadbury Premier League Partnership, has said.

He added that businesses also need to put their trust in the agencies they work with and make sure they are fully behind the strategy.

O’Toole was speaking on a panel held by MKTG today called The experience economy: driving business value through sponsorship and shared experiences.

He said: “We have a lot of smaller brands and they don’t have the budget that Cadbury has [such as Green & Blacks]. You need to focus on what you are trying to do, so on one metric and [be brilliant on that].

“Be fearless about what you’re trying to do. If you don’t take a risk you’re going to get lost, but there’s a fine line between fearlessness and stupidity. You’ve got to trust agencies that they will do their job and give you the best advice and then you have to back them.”

O’Toole explained that the campaigns that Cadbury’s has been able to deliver successfully are ones that the brand has “pushed the boat out a little” but has remained within its values.

 

Read the rest of the article here

Article written by Gurjit Degun

 

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Written by The Wolf
The Wolf

October 13th, 2017 at 10:42 am

Head of US Digital, Gavin Blawie, Speaks at Advertising Week New York

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Yesterday, on the final day of a very busy Advertising Week in New York City, our very own Gavin Blawie (Head of US Digital) participated in a panel entitled, The Power of the Fan: How to Win Them (& Their Friends).  In front of a packed audience at the Liberty Theatre in Times Square, Gavin joined Nicholas Carlson (Editor in Chief at Business Insider’s popular channel: Insider), Jeff Gregor (CMO and Chief Catalyst Officer at TNT & tbs), Walker Jacobs (Chief Operating Officer at FANDOM), and Christopher Vollmer (Global Entertainment and Media Advisory Leader at PwC) in a discussion about how to engage sports fans in a true, honest way.

Gavin shared with us his three takeaways from the panel including:

“In a social era, fans are the cornerstone of every modern marketing effort, for they converse and share in communities self organized around what they care about most. 

“Whether it’s lifestyle or digital, all smart brand marketers connect and amplify on social through fans. It works because people believe people, and a fan can help convert non-fans faster and cheaper than brands can.”

“Smart marketers need to build on organic fan conversations, and complement them through the lens of making the fan experience better, richer, and more sharable”

Gavin received great feedback including this from the organizer: “Gavin, you added a ton to the conversation. I know Nicholas was really grateful!” For those of us in the audience, we can surely vouch for that! If you’d like to view the entire panel, it’s been posted here.

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Written by Mary Kate Pleggenkuhle
Mary Kate Pleggenkuhle

October 2nd, 2017 at 9:27 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: PICKS OF THE WEEK – AUGUST 28

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#1

Beats by Dre Releases new spot ahead of Mayweather McGregor

Beats by Dre has released a new ad featuring UFC fighter Conor McGregor, in advance of his highly anticipated “fight of the century” versus Floyd Mayweather. The ad features a young Irishman hanging out with his friends on their way to a boxing match at a local gym in Ireland. These scenes are interspersed with clips of present-day McGregor getting ready for his training, and entering the ring, and ends with the phrase, “Above the Noise”. McGregor is well-known for his brash attitude, charisma, and willingness to enter into any form of trash talk with his opponent (especially Floyd Mayweather). In his career, McGregor has become “notorious” for making bold predictions, often while being severely doubted by his opponents and the media; however, he has risen to the top of the fighting world by delivering on these predictions. For this reason, McGregor seems like an excellent fit for the brand. In the past Beats has leveraged confident, but often maligned athletes such as LeBron James, Kevin Durant, Draymond Green, and Colin Kaepernick and used their product as a euphemism for the athletes drowning out the naysayers. Leveraging McGregor is also a potentially risky strategy by Beats (now owned by Apple) as he has been willing to cross the line into politically incorrect territory when trash-talking with his opponents. Beats will have to ensure that McGregor does not venture too far off brand for Beats which is always a risk when partnering with outspoken athletes.

#2

Pepsi releases exclusive Snapchat Filters

Pepsi Canada has teamed up with Snap to release 20 exclusive Snapchat Lenses. Each Pepsi Lens can be unlocked via specially designed Snapcodes on select Pepsi products. Pepsi utilized Snap’s creative social platform in order to connect with consumers and enhance the way they share their summer experiences. Lenses will unlock for one hour, with the option to scan and unlock multiple times. Each Snapcode design features an illustration that provides a sneak peek into the Lens. A similar experiential activation concept has been used before by Pepsi’s main competitor, Coke. The Play a Coke campaign involved consumers downloading the Play a Coke app, scanning the bottle, and receiving a select playlist on Spotify. Although the two concepts are similar, Pepsi did a great job at simplifying the process by using an app that most smart phone users already have downloaded and distributing specialized content through this platform. This reduces the risk of consumers not being able to access or engage the content for free. Snap it with Pepsi appears as a great fit for both partners, delivering fresh content to Canadian summer enthusiasts. They have taken the next step in enhancing their abilities to engage audiences through downloadable and experiential material.

#3

Forever 21 releases new collection with Future’s creative director

Forever 21 has created the Cease x Hendrxx x Forever 21 line and it is spearheaded by musician Future’s creative director Fred Foster, who started the streetwear brand Cease and Desist. The collection will feature athleisure items with Future’s Hendrxx branding and bold type. This partnership gives fans who do not have the time to wait for hours in line for exclusive pop-up shops or the money to afford resell prices, an opportunity to buy an artist’s exclusive line. Forever 21 has come under fire for stealing the likeness of artists without their permission, which has resulted in numerous copyright infringement lawsuits. Partnerships like this alleviate that reputation and are the closest way for Forever 21 to emulate music and streetwear authentically without infringing upon any copyright. With exclusivity being the primary force behind high resell prices on items with high demand and low supply, more artists may look to this strategy as a way to give fans more accessible merchandise.

Picks Of The Week Originally Posted by MKTG Canada

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Written by Mary Kate Pleggenkuhle
Mary Kate Pleggenkuhle

August 29th, 2017 at 11:32 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

S&E Sponsorship becomes MKTG following acquisition

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S&E Sponsorship has been officially integrated into the Dentsu Aegis Network, which acquired the sports marketing and lifestyle company in late 2016.

The official integration was marked by the agency changing its name to MKTG, which is Dentsu’s sport and entertainment lifestyle brand. MKTG Canada joins a Dentsu network with existing offices in Sydney, London, Paris and Dusseldorf.

In addition to a new owner and name change, the MKTG Canada team has also moved into a new office and picked up three new clients since the start of the year. The agency recently signed deals with Adidas, FedEx and Milk2Go.

To read the rest of the article, click here

Written by Val Maloney

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New Year. New You. New Apps.

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The beginning of the year starts with the best intentions.  Maybe it’s your New Year’s resolutions to get in shape, start eating right or to run every day. Or it’s just a resolution to be better than you were last year. Whatever your resolution may be, as responsibilities pick up at work and at home, i.e. life happens, they become increasingly more difficult to keep.

The good news? There’s an app for everything! Even your New Year’s Resolution and especially self-care. And we have some tried-and-true recommendations to help with any goal you may have to make 2017 your BEST year yet.

Get In Shape

Nike+ Training

The Nike+ Training App has workouts from beginner to advanced levels.  You can set reminders to workout, start your own workout program, and even download workouts so you can complete them without using your data. The Nike+ Training App rarely requires equipment (though it offers modifications if you’d like to use equipment), which makes it a great tool for anyone who spends a lot of time on the road. Just download the app, pack your training shoes and get a sweat in no matter where you are.

Run Every Day

Nike+ Run Club

The Nike+ Run Club App is the all-in-one tool for beginners to advanced runners alike.  The app tracks your miles, your splits and your progress over time. You can also set up a Nike+ Coach plan to help keep you on track to your goals. Plus, there will always be an elite athlete congratulating you for getting out there…and they can be quite motivating!

Get Involved/Take Action

Countable

Countable is your one-stop-shop for everything US politics.  It notifies you of bills under consideration, explains them in a lay-person’s terms, and gives you the opportunity to vote yea or nay (which is then sent directly to your rep). Countable makes it easy to get involved, no matter your party affiliation.

Change Habits

Fabulous

Fabulous is an app made in partnership with the Duke School of Behavioral Economics to help you build healthy habits. It starts small, like “drink water as soon as you wake up for three days in a row.” And progresses to include tips on eating healthy breakfast and to exercise and even offers tips on mental habits and meditation. It can be a bit overwhelming at first, but at the end of the day, having a lot of small habits adds up to feeling happier, healthier, and more energized.

Unplug

BreakFree

BreakFree is the app we all know we need and only sort-of want. The app works to analyze how addicted you truly are to your smartphone and assist you in cutting down phone-usage. You can set new guard rails for yourself, and the app will notify you in real-time if you aren’t meeting those expectations (i.e. if you’ve been on the phone too long without a break). Users say it’s a hugely humbling experience, and helps get you to think twice before picking up that small block. Maybe the Instagram feed can wait a bit.

Try Meditating

Headspace

Meditation can be an intimidating practice, especially if you’re always on the move, both physically and mentally. Headspace is an app to help reduce stress and anxiety through a series of guided meditation, for beginners to gurus. The free version comes with one level of meditation and you can download the app with a free 10-day trial before committing to a subscription for a large collection of guided meditations. OHMMMMMMMMM……

 

 

 

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Written by Mary Kate Pleggenkuhle
Mary Kate Pleggenkuhle

January 30th, 2017 at 11:38 am

MKTG New Zealand has a new chief!

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NZ trade M-AD-logo-FA

Kathy-Gieck-DAN-NZ-ceo-Rob-Harvey

Marketing and Advertising News Daily | Arrivals & Departures: MKTG taps Kathy Gieck

 

 

Dentsu Aegis Network has appointed Kathy Gieck as Managing Director of MKTG to lead its lifestyle marketing agency in New Zealand.

Gieck joins MKTG from Mango, where she held the role of general manager for over two years. Her 20-year career spans New Zealand PR & activation agencies Acumen, Spark PR & Activate and Ogilvy, as well as directing her own agencies in both New Zealand and Canada.

MKTG launched in New Zealand in May 2016, with specialist activations agencies, Synergy and ApolloNation, and PR agency Haystac merging to form Dentsu Aegis Network’s newest lifestyle marketing offer.

Speaking of the MD appointment, Dentsu Aegis Network NZ ceo Rob Harvey said: “I am thrilled we have been able to attract someone of Kathy’s calibre to lead MKTG in New Zealand. MKTG is an agency with very authentic and human values at its core and Kathy is the perfect embodiment of those. We have big ambitions for MKTG to redefine the lifestyle marketing space and I have every confidence that Kathy’s drive and experience will lead MKTG to great success.

Read more here

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Written by Stephanie Rudnick
Stephanie Rudnick

June 13th, 2016 at 3:33 pm

Marriott Intl. Thinks Global, Acts Global As New Official NBA Worldwide Partner

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nysportsjournalism_headernew NBA+15+Global+Games+Logo

July 30, 2015: Marriott International has destinations worldwide, and now can put them into play for theNBA.

Marriott has signed a deal making it the official hotel partner of the NBA, specifically for several jewel events, beginning with this weekend’s NBA Africa Game and also including the NBA Global Games 2015-16 and NBA Canada Series 2015.

The NBA said that Marriott would be the first company to align with the NBA across international games on five different continents.

Marriott International said it has more than 4,200 properties in 80 countries and territories. The company reported revenues of nearly $14 billion in fiscal year 2014.

“Basketball is one of the most popular sports in the world, and our partnership with the NBA gives us an opportunity to tap into a passionate fan base and communicate the breadth and depth of our portfolio,” Karin Timpone, global marketing officer for Marriott International, said in a statement. “Similar to what we are doing with music and entertainment, our NBA partnership helps us create memorable experiences for our Rewards members and amplify the benefits of the program for both new and loyal guests.”

Bethesda, MD.-based Marriott International plans to support the union with multi-platform activations, including a sweepstakes for Marriott Rewards members in the U.S. offering the opportunity to win a trip and tickets to an upcoming NBA global event.

Marriott Rewards will host a series of private meet-and-greets with NBA legends and players for its Elite members and invite fans to take a virtual trip via an #AroundTheWorld photo and social sharing experience. That will begin with the inaugural NBA Africa Game on Aug. 1 in Johannesburg, South Africa.
Other marketing partners involved with the NBA Africa Game include Nike, Ford, South African Airways and telecom company Econet Global.

Marriott International said it would then offer Marriott Rewards members exclusive access to NBA games and events in  11 other cities across Brazil, Canada, China, Italy, Mexico, Spain and the U.K.

All but two of the games are part of the NBA’s pre-season exhibition schedule. The two games that are part of the 2015-16 regular season are Boston Celtics vs. Sacramento Kings in Mexico City Arena (Dec. 3) and Orlando Magic vs. Toronto Raptors in London’s The O2 (Jan. 14).

According to Emilio Collins, NBA evp-global marketing partnerships, “For our fans around the world, there is no opportunity more exciting than when live NBA games are played in their home countries. Marriott International is a renowned brand with extensive global operations, and is the ideal partner to help broaden the reach of our games and engage more fans.”

Marriott International operates and franchises hotels and licenses vacation ownership resorts under 19 brands, including: Marriott Hotels, The Ritz-Carlton, JW Marriott, Moxy Hotels, Courtyard and Residence Inn.

Screen Shot 2015-07-31 at 1.05.55 PM

NBA Global Event Schedule

Source: NY Sports  Journalism

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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

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

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