Thursday, October 31, 2013

Art, Copy, & Code: Google @ Future M

Google came to Future M to present on their project, Art, Copy & Code: A Series of Experiments to Re-imagine Advertising.
Their argument is 2-fold, and makes the case for a happy merger of (you guessed it) art, copy, and code:
1. The best technology in the world isn't enough for a groundbreaking marketing campaign - you need to have  truly creative idea, and understand how the technology might be able to activate it.
2. You can't just bring in the "code" at the end (and that's in quotations because it includes everyone from coders to creative technologists to digital strategists). If you bring them a fully-formed  campaign and ask them to "put it online," you're going to have a bad time. They need a seat at the table from the very start.
They brought the story to life by sharing case studies - they worked with brands to create innovative campaigns focused on what they see as  three of the most interesting themes in digital marketing today:
The experiment is on-going - they're also working with brands on campaigns that involve the emotional life of data and the re-imagining traditional ad spaces with creative approaches. Another code quirk they think has huge potential is the ability to customize advertising to an audience of one - like you. Yes, you! Right here + right now. 
So what were my key takeaways? Well, most importantly: we all need to learn to code. Maybe not a lot, maybe not even very well - but understanding the potentials and limitations of the medium is critical.
Secondly, preconceptions about the costs and resources involved in marketing need to shift dramatically. There will always be a place for huge TV spots (the Superbowl sure isn't going away any time soon). However, thinking about smarter spending, and actually making things that can scale, and adapt , and that have utility and intrinsic value, is the shift to watch. And it will be where more & more creative accolades (and sales numbers) will be originating.
See you in the coding classroom! For inspiration check out Jennifer Dewalt's project: she wanted to learn code so she made herself create 180 websites in 180 days.

Building a Creative Process: Lessons from Future M

A couple weeks ago I attended the Future M conference in  Boston - here are some of the highlights and my key takeaways. 
One of the standout sessions was Where Marketing's Next Best Ideas Will Come From, by Chris Penn, VP of Shift Communications. It was a bit of a bait & switch - there's obviously no book/website/listserv/crystal ball you should be consulting every time you need a creative boost. Instead, Chris went through his thoughts on how to foster and discover your own creative process.
Step 1: Prepare by reading & learning.  You can't create without consuming. In fact...
marketinguptodate
Step 2: Now that you're up to speed, it's time to look at your problem/industry/brand in different ways in order to spark some insight. We created an easy crib sheet to refer to the next time you're hitting the wall:
Expand Your BoundariesBy getting outside of your bubble in one of those ways (or create your own boundary breaker!), you start to see things in a new light.
And finally, step 3, after you've generated some ideas/insights: Incubation. Take a break and do something non-verbal. Go for a run. Take a shower. Cook dinner. Allow things to marinate and give your brain the space to make new connections.
So, let's say you go through all of that, and you end up with...bupkis. It happens more often than we'd like! So it's time to go back to your process. However,  you might not have to throw the baby out with the bathwater - try to identify the biggest problem with your output, and refer back to the appropriate step to fine-tune:whatsyourproblemAnd repeat. And repeat. Add coffee. And repeat!
Of course, there isn't a fool-proof method to generating amazing insights that will transform marketing - but the biggest takeaway from the presentation is that everyone has creative abilities. These steps are one way to try and foster that ability, and (hopefully) more productive than banging your head against a wall. Everyone's process will be slightly different, so make sure to analyze as you go - what works for you, and what doesn't? There may always be an element of serendipity, but there's probably some order and pattern in the mix as well.
Good luck! 

Tuesday, October 15, 2013

One Young World Summit 2013: Understanding South Africa Dichotomy

One Young World Summit 2013: Johannesburg, South Africa
Understanding South Africa Dichotomy

During the South African Dichotomy breakout session, we were fortunate to take a journey that would expose us to two ends of the spectrum of South Africans living in Johannesburg.  We knew that Johannesburg suffered from an incredible divide between the have and the have-nots, but this breakout session brought this to light in a very real sense.

We began by leaving the convention center and driving to the Alexandra township, one of the poorest and densely populated urban areas in the country. Many townships were constructed outside of Johannesburg during apartheid for nonwhites to live.  Today, while the townships share public services such as police, fire, emergency, and postal with the city of Johannesburg, it is clear that the townships are entirely disconnected from the prosperity and development seen in other areas of the city.

The Alexandra township itself is made up of both formal homes and informal dwellings, including an estimated nearly 20,000 “shacks” in Alex’s roughly 7 square kilometers. Initially, we were a bit concerned for our safety as we were so clearly outsiders in this community, and we had been warned so fervently about the crime even in Sandton, the wealthiest part of Johannesburg.  However, we were assured of our safety as this is a tight-knit community and unlike many poor urban areas throughout the world the risk of crime in Alexandra is quite low.

Chris, our first tour guide, moved to Alexandra about ten years ago.  He led us through the narrow dirt walkways of the township, where we passed by rows of poorly constructed dwellings.  We passed by the communal bathrooms and water supply at which you can fill your wash bins and drinking water. Electricity flows into the homes through small cables strung loosely overhead, but no Internet was available.  There is no air conditioning, but some homes had small space heaters for the colder days of winter. Our tour guide Chris lived alone, in a dwelling he purchased from his mother, but the majority of people live with and amongst their families. Chris was kind enough to welcome us into his home, a few people at a time, to see his small one-room dwelling consisting of a bed, dresser, TV, and hot plate.  Chris was incredibly gracious and told us here he has everything he needs. We asked Chris about living in the township and he said while many people move to Alexandra in hopes of finding employment in Johannesburg, he is unable to find steady work.  Chris is unfortunately not alone in this struggle, evident by the many people we saw idle during our Friday afternoon visit.

Next, we visited a women’s hostel, where we met our next tour guide Ruth. Ruth has lived here for 9 years and has one daughter. She showed us around the hostel and we learned that the female residents of the hostel rent shared rooms for themselves and their families, and pay roughly $5 a month. There were five blocks of rooms, 20 rooms per block, with most rooms averaging 4 adults and all of their children. However, sons over the age of 9 are forced to leave the women’s hostel and often times go to live with other family members.  There were communal bathrooms in each block maintained by the residents.  The central kitchen is comprised of hot plate cooking stations, and the women have individual lockers to keep food/supplies for their families.  The central outdoor areas of the hostel were vibrant and buzzing with children who had just got out of school for the week.

Next we went on to an orphanage in the township that cared for some of the most at-risk youth in the township, both HIV positive and non-affected children.  We learned from the founder that the orphanage simply can’t accommodate all of the children in the township who need and deserve her care.  Many of the children taken into the orphanage came from “child-headed” families, whose parents passed on from AIDS, at which point the eldest child would try to step in as head of the family.  Sadly in these situations other relatives may not take in affected children due to the HIV stigma. The orphanage gives safe haven for boys and girls, the eldest currently 19 years old, who is working to finish school so she can leave and start her own life.  The amazing woman that runs the orphanage relies on donations from mainly outside visitors, as the local community is not able to contribute.  She is a true example of kindness and compassion and we were fortunate to have met her.

Finally, our group split up to visit the businesses of local entrepreneurs in the township.  Our small group went to visit a local gym, founded by a boxer who left Alexandra, and came back to assist his community by teaching the benefits of fitness and nutrition.  He started a community gym, and trains boxers as well anyone who wants to learn more healthful habits.  During our visit the gym was busy with young men from the community, lifting weights and listening to music.  The founder of the gym is also a talented painter, and we were lucky enough to see his art.  He is a true inspiration and innovator in his community.

After our incredible visit to Alexandra, we were then welcomed to the beautiful campus of the Gordon Institute of Business Science.  It was here where we were placed at tables with graduates, who were using their business degrees to become pillars in their community.  We spent an incredible few hours with a young man who decided to become an employer instead of employee.  He now uses his education to help African entrepreneurs who have a good idea, create a solid business plan and find a way to make their dream a reality.  We met many other incredible people from GIBS, and had valuable conversations about the struggles and successes of Johannesburg. 

We were honored to have been invited into peoples’ homes and communities, and in turn into our hearts. We learned that if you look for it, you will find hope, compassion, and happiness in seemingly unexpected places.  We have been inspired to do more, to be better.

Jenna Bertanza and Erin Moeller 






Friday, October 11, 2013

2013 One Young World Recap


Hi all,

After a whirlwind week, we have finally arrived back to the US from the beautiful Johannesburg, South Africa where seven of us (from Arnold’s Boston and New York offices) attended the 2013 One Young World summit.

The Havas Worldwide delegates (7 of us from Arnold)

One Young World is a youth leadership summit held in a different host city each year. Its aim is to bring delegates from around the world together to talk about world issues that affect all of us (keyword “all”), with the hope that delegates will leave feeling motivated and inspired to bring change to their own communities – and trust me, they do. This year’s summit brought in over 1200 delegates from 190 countries, only second to the Olympics in terms of global participation – pretty incredible!

Opening ceremonies at the "Soccer City" stadium

Because of the amazing initiative founded by Havas’ own Kate Robertson and David Jones, One Young World also draws in some incredible counselors to aid in the conversation and shed light on an array of topics based on their real-world experiences. I may be biased, but this year brought in the most INCREDIBLE group – everyone from Jamie Oliver to Arianna Huffington to Paul Polman to the infamous Sir Richard Branson…and many more!


Arianna Huffington, a 2013 counselor. (photo compliments of One Young World)

The summit was broken into several sections – Plenary Sessions, Q&A Special Sessions, Internal and External Breakout Sessions and Networking Opportunities. We covered topics like Education, Youth Unemployment, Gender Equality, Global Business and Leadership & Government all in five short days. By nature, the summit provides many opportunities for delegates to voice their own opinions and experiences, while interacting with the counselors, ambassadors (previous OYW participants) and other fellow delegates. Throughout the plenary sessions, delegates were asked to vote, via handheld devices, on a wide variety of questions so we could see the range of opinion (or collective opinion in some cases) in the room in real time.

I went into the summit extremely interested in the focus areas of education and youth unemployment, as I conducted much of my previous volunteer work around these pillars. What I saw and what I heard was truly life changing. One delegate speaker, Carlos, utilized the movement of social media to help fuel the conversation around education but also the power of the English language. Along with a core group of supporters, Carlos started the first social networking site to connect and educate people in South America around the subjects of communication and language starting in bars, cafes and other places that the South American youth congregate. Brilliant! Another speaker created a website for travelers with specialty skills to connect with teaching opportunities of these skills at their final destination (called Teach Surfing).  

The Youth Unemployment plenary and breakout sessions largely focused on the power of entrepreneurship and the role that big businesses can play in empowering their employees and their communities to help create jobs. I found connections between my breakout session workshop and advertising, which I wasn’t expecting. In our workshop, we were asked to identify our core target audience, their mindset, their lifestyle and their spending habits and from there, create a business model to help increase job opportunities and business growth in rural poor and urban poor areas. To me, this exercise was much like the creative briefs we generate each day and it changed my approach to tackling the problem.

It goes without saying, that the week was filled with moments of fear, joy, sadness, motivation and inspiration as I watched just a sampling of our population come together to support each other and our individual communities. The One Young World community is by far one of the most impressive groups of people I have ever come to know and I feel blessed to have had the opportunity to participate and now, give back. We have no idea what we know and what we are capable of until we transform our thoughts into actions. While not every facet of life is sustainable, our capacity for excellence has no limits, no expiration date. It begins and ends with our generation and after this year’s conference, I feel an overwhelming sense of calm in knowing that. And while we are in good hands, it’s time to get to work.




- Angela Tisone, Marketing Producer


Thursday, September 19, 2013

Brand MangeCamp 2013



Notes on “Grow the Core” talk by David Taylor
Written up by Cristina de la Cierva

·         The common belief is that the best way to grow business is to expand into new markets.  That said, top performing companies achieve superior results through the more profitable and less risky path of growing their existing position in their core business (i.e. When Howard Shultz came back to Starbucks and refocused the company on its heritage and expertise in coffee, the stock grew 400%). 

·         Examples of brands that have followed the “innovate or die” mantra and forgotten about what made them famous in the first place include Land Rover when they expanded into coffee, Cosmopolitan magazine when it expanded into yogurt and Bausch & Lomb when it expanded into toothbrushes.  In Bausch’s case, competition came in and attacked its core when it diverted its attention to new products and its share position in contacts fell from #1 to #3.

·         Over time, you can refresh your Core to maintain consumer relevancy but its important to maintain consistent brand properties.  An example is the Bond movie franchise, which released 25 editions over 50 years.  Since the 60’s, the brand properties of cars, girls, music and 007 Bond have stayed the same but these elements have been refreshed with new actors, new models of cars, and new singers of the theme song, etc.

·         Another way to refresh your Core over time is through premiumization.   This can include new packaging (i.e. Heinz and upside down squeezable bottle) and Gillette razors (i.e. newer version of the product launched over time with improvements that demand a price increase)

·         One of the most classic examples of a brand staying true to its Core is Burberry with its trench coat.  This product guides every decision that the company makes.

·         Thinking about our own clients, CVS has an opportunity to really own its Core pharmacy business and steal share from Walgreens as they look to expand their front store services with beauty bars, sushi bars, etc.




Friday, May 24, 2013

Real Life Shark Tank



Many of my friends and I have been hooked by a reality show called Shark Tank, in which budding entrepreneurs pitch their business ideas to a panel of seasoned business people including Mark Cuban and Barbara Corcoran and see if any of them will bite. A particularly interesting panel from today’s event was a real life, real time version of that exact program up on stage. 

Four startups, each in relatively different industries, had five minutes to pitch their ideas and general business model in front of a panel of four venture capital investors who ultimately crowned a winner. The businesses included a web tool that helped users identify and turn off any cookies they have on the web, a website that helped customers order online delivery from restaurants and food trucks, a company that helped build paywalls that were dismantled through video viewership rather than direct payment, and a job matching firm that connected prospective employees with opportunities abroad. 

Watching the pitches and subsequent judge grilling was both vastly entertaining and extremely interesting. As a member of the SIG team at Arnold, I was really excited to see how the model we use for any new business pitch, marketing plan, or client project, applies to the building and development of a startup, covering all the vitals that the investors were curious about. Making this connection helped me see that a strong foundation in the key areas of a business might not guarantee startup success, but it helps pave the path to that ultimate goal.  

Thursday, May 23, 2013

A Higher Calling for the Interwebz




While the internet and smart phones are often seen as outlets for recreation, procrastination, and distraction, could it be that they serve a purpose beyond memes and Snapchat? Geoff Lewis, Principal at Founders Fund certainly thinks so and stressed how vital the web and mobile were for solving big, meaningful, real world problems during his keynote.  

Lewis spoke about the intersection of technology and healthcare as well as the burgeoning number of apps that have moved into this space and noted, “Just developing an app is great, but it’s not enough.” His argument is based two of many things: the ease with which apps can be copied, so their staying power and reach are tough to maintain as well as the fact that an app is often an ancillary part of a project tackling a larger challenge.

 “Specifically in the healthcare space, there are a lot of tough problems—we still need breakthroughs in the field of genomics, medical records digitized, how we treat insurance,” said Lewis, “Maybe these apps could be interesting combined with an incentive program from an insurance payer.”
The impact of digital can often feel lofty and hard to quantify, making it easy to forget the magnitude of its capacity for real, substantial change. Lewis’ talk was a inspiring call to action from someone has seen so many pitches, business plans, and idea s around technology and its potential. He emphasized that it’s become less and less common to see something truly new and unique versus a copycat or a flash in the pan or something that’s simply cool, but not translating to tangible utility or impact. 

His point touches on the true power of digital and the ability for advertisers, companies, and entrepreneurs alike, to harness it, and make a significant difference in all fields—not only changing, but improving the way we live our lives.