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A Day In The Life of…Guinness Ambassador Ryan Wagner

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It’s that time again! Time to get to know another one of our amazing #HumansofMKTG.  To finish off the year, we’re taking a look at a day in the life of Ryan Wagner, our Baltimore-based Guinness Brewery Ambassador.

What exactly does it mean to be a Guinness Brewery Ambassador?

Well, there’s a team of nine of us around the country, we divide up the country evenly. My territory is Maryland, DC, Virginia, North and South Carolina, Georgia and Tennessee. It’s our job to kind of spread the gospel of Guinness in any way that we can. So it’s mainly focused on education, and whether that’s getting in front of the sales team at a distributer, or getting in front of the bartending staff at an on-premise account and making sure that they’re up to date on Guinness’s quality standards and pouring techniques and all those things. Then it’s also designing consumer-facing events. I’m working with the Maryland Zoo for instance, in creating a program surrounding live zoo animals and the animals that are on the Gilroy posters from Guinness. So I do whatever I can to increase awareness of the things that we’re doing and making sure that everyone is as educated as possible about the world of beer. Not just the world of Guinness, because if people are smarter drinkers, then we hope that’ll lead them to Guinness anyway. And then also because I’m based in Baltimore and our new brewery is being built here, I’ve been spending a lot of time helping everybody get up to speed at the brewery and in the taproom as well.

The cat that’s “probably screaming”

Would you tell us a little bit about your morning routine?

Because I work primarily with staff at bars and restaurants and things like that, I tend to use my mornings to get caught up on admin work, whether that’s responding to emails or dealing with expenses. So I usually take my time in the mornings because, more often than not, I know it’s going to be a later evening. I’ll spend the earlier part of the day working on the busy work.

 

What about first thing when you wake up in the morning? The before work stuff…

Oh my goodness. I hit the snooze button like 17 times. I deal with the cat that’s probably screaming at me. If it’s the day my fiancé doesn’t open the gym where she works, then I’ll get up and make breakfast for us. If she’s already gone and it’s just me then breakfast is something really simple like cereal. Then I sit down and turn the TV to CNN or ESPN and get caught up on what’s going on in the world. Finally, I open the computer and get to work.

 

Are you a big podcast listener?

Occasionally I’ll listen to a couple of the beer podcasts. Some of the stuff that the guys at Beervana do or Good Beer Hunting to, again, keep up with what’s going on in the market.

 

Do you have any go-to lunch spots?

Yeah, Smoothie King! When you work in beer, and you know you’re going to be drinking a lot of it, you know a lot of your calories for the day are going to be coming from beer. So you have to try to keep it light for lunch. It’s not always easy, but if there’s a Smoothie King around I try to have that for lunch.

 

What about an after work activity? Do you have a favorite?

Spending time with my fiancé. We both work a lot. Depending on the time of year I work three or four jobs and she’s busy as well. She’s a group fitness director for a regional chain of athletic clubs so my favorite activity is literally something as simple as an SVU marathon and laying on the couch and just being around each other.

So you said you’re typically working 3-4 jobs at a time, can you tell us a little more about what those are?

Yeah it’s quite a few things! My background is really varied. Obviously, Guinness is my fulltime job and where I spend the majority of my time. In addition to the experience I have working with beer, I have a couple other part-time gigs that are a lot of fun that I like to do whenever I have the opportunity to. One of them is teaching a class called Body Pump, which is a group fitness weight-training class. So I’ll typically do that once or twice a week it’s usually early in the morning where I’ll go to the gym and teach a class. And then I also work for the local CBS radio affiliate in Baltimore doing sports talk radio. So I’ll do that a few times a month, where I’ll pick up a few hours and go in and talk sports. Then I also work for the Orioles when they’re in season. I am the announcer at the ballpark at Oriole Park at Camden Yards, so I’m the public address announcer at the stadium.

 

So let’s say the Orioles are in season, what does your workweek look like?

I mean it depends. So they’re home 81 times a year typically for anywhere from 3-10 days in a row at a time so it really just varies from week to week. But if I’m working all of my jobs simultaneously, which doesn’t happen terribly often, I might wake up at 5am to go teach a 6am class. I’d get back to the house at 7:30, have breakfast, and work on some admin stuff until it’s time to go on the road and go do my Guinness day. I’d visit a couple of accounts, do a staff training, work with bartenders on Perfect Pour, meet with a distributor. I’d meet with my distributor manager, see what’s going on for the week with him. Then I would be at the ballpark by 5 or 5:30. The game would start at 7. I’m there until 10. Then there are days where I go right from the ballpark to the radio station to do 10:30 until midnight on the radio. Again, it doesn’t happen often but if I’m doing all four in one day that’s what it’d look like.

It was a pleasure speaking with Ryan about life as a Guinness Brewery Ambassador, sports announcer, group-fitness instructor, and radio host.  You can keep up with Ryan on Instagram and Twitter @rwags614 or just catch him at the Orioles home games next season.  

Now that we’re wrapping-up 2017 A Day In The Life pieces, I highly recommend closing your year by sitting down with a colleague you don’t know so well and getting to know them better. It’s a privilege to hear the stories of the people we surround ourselves with every day. One thing’s for sure, MKTG is full of some pretty amazing humans. – MaryKate

 

 

 

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Written by Mary Kate Pleggenkuhle
Mary Kate Pleggenkuhle

November 30th, 2017 at 2:28 pm

Discussing EventTech with Gavin Blawie

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We asked MKTG SVP Gavin Blawie some questions about his EventTech talk: IBM Sports & Entertainment Partnerships: Rules for a Wired World.

 

You spoke about our work with IBM at the recent EventTech conference in Las Vegas a couple of weeks ago. Can you share a few things to help those of us that couldn’t attend get a feel for your talk and also some key take aways from EventTech in general?

MKTG was at EventTech to share our integrated activation framework for IBM, and how over the last 3 years we have helped raise their social game through influencers and content made to share to better amplify tentpole partner events like the US Open, the Tony Awards and Pebble Beach, which are used by the client to demonstrate their technology expertise and build relationships with clients and prospects.

Overall it was a privilege to share MKTG’s success with IBM to a larger audience, and our approach to earned media is both a differentiator and a proven model that unlocks significant incremental value and amplification, and which is now applied across their partner portfolio.

How long was your presentation and were you solo?

I had planned on attending this session with our IBM client, but she was unable to travel at the last minute so I handled our presentation solo.

At EventTech we shared our philosophy of leveraging not just official partner content and feeds from IBM’s marquee sponsorships, but the idea that we enlist credible 3rd party influencers and their social graphs and feeds to personalize their sponsorships, and earn the partnerships exponentially more conversations and sharing.  Now, if you plan and execute events with a social mindset, you can unlock thousands of pieces of user generated content and tens of millions of incremental media impressions.

What major subjects did you cover? Did you get any great questions from the audience?

Best part of our presentation was our strategic framework to the larger event model, whereas most of the audience was focused on the physical, live aspects of wiring events to capture content and share, our approach stood out as a pre/during/approach social mindset to events as much as model to harness conversation and sharing.  Truth is brands always have tons of incremental content and conversations earned which flow out of and around events, the trick is typically that value dissapates like so much heat and light.  Now, it’s incumbent on MKTG as an agency partner to wire events to be shared to benefit the brand, using unified hashtags like #WatchPartyIBM and incenting people to share and spread the word at scale, it’s the difference between a great one off event for a small handfull, vs social conversations that travel across hundreds of personal feeds.

What were three key things you learned from the show floor? What was hot, and what was less impressive?

Augmented reality was everywhere, especially with the new AR kit in the latest Apple OS, and supporting tech to facilitate onsite sharing via hotspots and beacons, but still felt more like it was all a great tech coming than stuff which is actually here yet.  Lots of innovative camera rigs and technology to seamlessly stitch together 360 content, as fostering greater ways of personal, camera first storytelling from multiple POVs becomes the new model.

Overall, what were your impressions of the event? 

Event Tech Live was overall a very well run event, 3 full days of content, tech and partner overviews, as everyone in the space (client and agency) navigates the ongoing revolution.  Definitely much smaller an event than CES, but a great vibe and positive forum, and great reception to our thinking and approach to maximizing event impact through digital and social, as we were all from the same dedicated audience of experts in live & experiential meets tech – the show itself was probably attended by over 500, with a large standing exhibition space and 5 separate break out stages, which was larger than I had expected.

 

 

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Written by Mary Kate Pleggenkuhle
Mary Kate Pleggenkuhle

November 28th, 2017 at 10:23 am

Posted in #mymktg,Events

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MKTG Charlotte – Hurricane Harvey Relief Fund Fundraiser

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In September, MKTG Charlotte partnered with a local restaurant in Uptown Charlotte, 204 North, to host a fundraiser for the Hurricane Harvey Relief Fund. They chose a day and time frame where 15% of all food and beverage sales were donated to the fund. They pushed the fundraiser in many ways to raise the most money possible, including creating a graphic to distribute, spreading the word on social and inviting family and friends to attend! In total, the MKTG efforts resulted in $200 raised for Hurricane Harvey relief!

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Written by Paige McConney
Paige McConney

October 18th, 2017 at 9:12 am

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 Paige McConney
Paige McConney

October 13th, 2017 at 10:42 am

MKTG Milan Brings Timberland and Marracash Together For A “Concert in the Sky”

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To support Timberland’s launch of the new FLYROAM sneakerboots, MKTG sought to produce a unique, integrated event that would function seamlessly online and onsite. On October 3, Timberland was really aiming high, so that its consumers, having purchased and challenged the odds in a contest, were able to take part in the first ‘Concert In The Sky’ where they would enjoy with the Milan rapper Marracash, on a suspended platform 40 meters high.


Over 2,000 people gathered at Porta Genoa’s Gateway to witness a never-before-seen happening. The event sparked viral stories, videos, and selfies on social media. The King of Milanese Rap moved smoothly inside the flying platform and put on a fantastic  show that spectators on the ground were able to watch on screens over the stage, where Marracash later finished his performance.

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Written by Paige McConney
Paige McConney

October 12th, 2017 at 10:15 am

Who is Your Favorite Past Celebrity Endorser?

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MKTG members Kyle Goncalves, Geoff Biss, Marlie McLaughlin and Katherine Allen get together and discuss their favorite past sponsorship deals, why it appeals to them and how it has made an impact within the industry.

“Tony Hawk’s Pro Skater video game series was a trailblazer in bringing skateboarding into mainstream and sponsorship culture.” — Kyle

KYLE:

Tony Hawk’s Pro Skater shaped the world of skateboarding – it was more than just a video game. This popular series was one of the first and leading platforms, catapulting the sport into mainstream culture. To some, skateboarding was seen as a rebellious activity, but I believe that has shifted due to the work and talent of Tony Hawk as the series brand ambassador. In the late 90s and early 2000s, Activision (video game publisher) leveraged one of the best skaters of all time (Tony Hawk), and created a sense of credibility on a fun platform that allowed room for consumers to truly engage in skateboarding culture. The series and work of Tony allowed the industry to embrace the sport which created a new world for a variety of sponsors to dive into.

Whether you skateboarded or not – you knew the name and importance of Tony Hawk. Tony Hawk as a face for the series was a perfect choice due to his high performance and demeanor. He elevated the sport which opened the door for sponsors to consider skateboarders as marketable athletes – he definitely paved the way.

KATHERINE:

“Peyton Manning’s persona is strategically highlighted in MasterCard’s Priceless campaign” — Geoff

 

To read the rest of the article, click here 

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Written by Paige McConney
Paige McConney

October 9th, 2017 at 6:47 pm

MKTG Westport: Toiletries for Troops Initiative

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All year long the MKTGers of Westport, CT collect toiletries from our business trips, homes, and dollar stores to donate to A Project from the Heart, a local organization in Fairfield, CT that sends packages to our troops overseas. Our troops are always in need of these small items while living away from home. We feel it is important to give back to the troops to say thank you for all they do. Below are letters that A Project from the Heart has received from troops expressing their gratitude for the packages. This definitely makes us smile!


 

 

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Written by Paige McConney
Paige McConney

October 9th, 2017 at 10:59 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

MKTGNYC: Women In Leadership Workshop

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Eva McCarthy, Christina Bueno, Jessalin Lam, Phoebe Kurtzman, Sha’Ron Martin, Natasha Campoli Neris, Alyssa Wood, Shannon DeLade, Alyssa Billups, Kristin Laux, Alyssa Ferreri

 

 

On Thursday, September 14, as part of our Learning and Development initiative, coaches from GoldJam Creative visited the MKTG NYC office to lead a Women in Leadership Workshop. The interactive workshop was open to any women in the MKTG organization and designed to help empower women in their professional environment through confidence building and communication skills exercises, and also to discuss challenges that women in leadership face, how to overcome them and how to be a better overall leader. One highlight was when we discussed how to learn to stop saying “Sorry”! We do apologize way too much. For example, this morning,  when I was bumped in to on the subway, I apologized without even thinking about it!?

 

In any case, it was a lot of fun and very engaging and interactive. Instead of just sitting and talking, we actually got a chance to get up and move around, as well as work together to find better ways to communicate and dominate through body language and verbal communication. MKTGirls RULE!

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Written by Mary Kate Pleggenkuhle
Mary Kate Pleggenkuhle

September 15th, 2017 at 1:16 pm

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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