Category Archives: DiGennaro Communications
DGC kicked off the holiday season with a morning of philanthropy at the Educational Alliance Head Start program, a pre-school program for children ages 3-5 located on the Lower Eastside of Manhattan. This morning marked our third annual holiday philanthropy effort, having cleaned up the Rockaways after Hurricane Sandy in 2012 and participated in a weekly food delivery campaign through God’s Love We Deliver in 2011.
Upon arrival this morning, we attended a brief mini-orientation where we learned all about the Educational Alliance, it’s programming and the wonderful work it does in the New York community. The Educational Alliance is a non-profit organization that helps break the cycle of poverty for low-income children and families through preschool, after school programs and college prep programs. Children in the Head Start and Day Care programs learn, explore, socialize and grow, and families receive help with employment and social services.
After orientation, we broke into groups and headed off to individual classrooms for a morning of play and activities ranging from arts & crafts and cooking class to reading and yes, even recess! We had a blast hanging out with the kids, and more importantly, it was an amazing opportunity for us to give back to our local community, a major tenet of DGC’s company culture. Click here for pics of the day’s activities.
A big thank you to our friends at UJA-Federation New York for not only making a wonderful experience possible, but also for helping Educational Alliance run its wonderful programming as one of the organization’s biggest annual donors.
Next up on the DGC Philanthropy docket – Casino Day on December 11 at Jewish Home Lifecare, a nursing and rehabilitation facility for elders in northern Manhattan!
A.C.O.D. (Adult Children of Divorce), a film co-written and directed by Friend of DGC Stu Zicherman, hits theaters in New York and Los Angeles this Friday, October 4th and in Chicago, Washington D.C., Boston, Dallas and San Francisco the following Friday, October 11th.
A.C.O.D. follows Carter (Adam Scott), a seemingly well-adjusted Adult Child of Divorce. Having survived the madness of his parents’ (Richard Jenkins and Catherine O’Hara) divorce, Carter now has a successful career and supportive girlfriend (Mary Elizabeth Winstead). But when his younger brother (Clark Duke) gets engaged, Carter is forced to reunite his bitterly divorced parents and their new spouses (Amy Poehler and Ken Howard) for the wedding, causing the chaos of his childhood, including his wacky therapist (Jane Lynch), to return.
Go to the link below to view the trailer and find theaters/showtimes. You can also find out information about A.C.O.D. actors and filmmakers doing Q&A’s after screenings in NY and LA this weekend.
Katie Kempner was on set at this year’s Advertising Week event, filming episodes for her show, “Perspectives with Katie Kempner.” The interviews were also streamed live through a partnership with Huffington Post LIVE to help deliver insights from many highly successful women to those that couldn’t attend this year’s Advertising Week in person.
The interviews are designed to inspire and empower women in their quest to live happy, healthy and meaningful lives, both personally and professionally through their career. Katie’s interviewees share their personal (and sometimes hilarious) stories of work-life balance and how to embrace all of the twists and turns that a career in advertising and marketing can present, from how to create your own version of modern-day balance, the challenges that come with trying to be “always on” and why a fabulous pair of shoes can help you more than you think.
Check out these “Perspectives” interviews from Advertising Week to hear more insights from these successful business women:
Microsoft’s Global Creative Director Jeremy Grubaugh explained his approach to embracing chaos as part of the creative process this way: Be aware of all your options.
“Every year there are new ways to communicate with an audience,” Grubaugh said. “And their expectations for how you communicate with them are heightened.”
Grubaugh was part of the Creative Innovation Roundtable on Sept. 26 at the Times Center Hall during Advertising Week, and he praised the inclusive culture of Microsoft which enhances his own approach to managing. For example, Grubaugh believes that a person need not be a designer by training or even have used a piece of design software in order to contribute ideas about how Microsoft products should work.
Consumers have an inherent sense of how hardware and software should function depending on what they’re trying to achieve, he said. Therefore, Microsoft’s internal creative environment is an inclusive one in which people are often pulled into any of the numerous “idea rooms” from other departments to contribute ideas. “If the white boards aren’t full, we’re not doing our jobs,” Grubaugh declared.
When panel moderator Dan Chandler, Associate Creative Director at Sid Lee, asked the panelists when a new product is ready for the public to see and use, Grubaugh answered: “I’m of the as-soon-as possible mentality. The sooner we can test [products], on a small scale and a large scale, is the best way we can evolve more rapidly.”
His fellow panelists concurred, saying consumer expectations have risen so high that organizations must be much more nimble in addressing their dissatisfaction quickly.
Earlier, Grubaugh told The Hit Board, that he considers himself a “miner” of sorts.
“I scour MSN, Bing, Xbox Live, Skype, Windows 8 and all our other platforms to discover all the features and how to leverage them on behalf of a brand or advertising experience.” His team is working closely with Skype right now to understand how brands might have a synchronous dialogue within the intimate connection between two people having a face-to-face phone call.
Click the video below to hear what Grubaugh thinks has not changed about the consumer-brand even in the chaos of this digital age.
Dan Chandler, Associate Creative Director, Sid Lee, moderated the panel which included Christoph Becker, CEO & CCO of Gyro; Tim Cronin SVP Global Sales, Mocean Mobile; Arianna Orland Creative Director, Zynga Global Brand; and Shawn Poe Creative Director, InMobi Creative Services North America.
CEO of Content & Co Stuart McLean spoke at this week’s OMMA Video conference on the impact that branded content can have – but only when done the right way. For client Schick, Content & Co saw incredible results from “Clean Break,” an original reality-based series now in its third season. By keeping the focus on producing quality content, Content & Co and Schick were able to go beyond traditional advertising to reach the target audience in a new and engaging way, leading to a quantifiable leap in sales—up 21% the first month the program ran.
The series, following three millennial guys who leave their ordinary lives behind for adventures in exotic Hawaii, was the perfect solution to engage with male consumers beyond a thirty second commercial. According to Jeff Chapman, Senior Director, Global Brand Communications, Energizer Personal Care, “Emotion is created over time; it doesn’t happen instantaneously.”
Perhaps most striking is that Clean Break is presented by a men’s razor company, but does not include a single product placement or shot of a man shaving. The key to keeping branded entertainment interesting is creating content that viewers connect with and enjoy while keeping advertising to the usual channels — something that Content & Co strives to do for all clients. For Stuart, “The story is about allowing content to lead,” a sentiment not always echoed in the industry. Hear more from Stuart: [VIDEO]
Next up for the series? Taking on New Zealand. Watch the latest season of Clean Break here.
Music has become infused into plenty of marketers’ strategies – from using songs in ad campaigns, partnering with artists for tours, and creating live events with an artist in mind. Finding a pitch perfect song or artist for your brand is part art, part science – and all about authenticity.
That was the focus of the panel hosted by Pandora Radio titled “Building The Sound of Your Brand,” moderated by Pandora’s Heidi Browning. Panelists included Aaron Fetters from Kellogg, Ryan Gavin from Microsoft, Colin Jeffery from David&Goliath, and Jeannette Perez from Sony Music Entertainment.
“Music is a huge part of what we do on the creative side,” said Colin Jeffery, Executive Creative Director at David&Goliath. “When we launched the Kia Soul campaign six years ago, we had an odd brief on a semi-odd car. So we created the ad, and played it with different music, to help see what felt right. Our spot with the Hamsters has been one of the top 5 commercials viewed on YouTube.”
Ryan Gavin had a different approach to incorporating music into ads. “What we did with our Internet Explorer commercial was to find the right song, then carve the ad from there. We just played it on repeat and created a great spot. When you have people searching ‘Internet Explorer Commercial Song,’ you’ve done your job right for both the artist and the brand.”
As data continues to be one of the top trends to predict success and influence, Heidi Browning, SVP Strategic Solutions at Pandora noted the success of a song in an advertisement. “After the Internet Explorer ad with Alex Clare, Alex saw a 6000% increase in new radio stations. LMFAO saw a similar increase and only continued to climb in following their ad with the Kia Hamsters.”
For Kellogg’s, they’ve partnered with several companies, including Pandora and Live Nation, to create custom radio stations and events on behalf of their Pop Tarts Brand. “Pop Tarts is meant to be a fun, ‘crazy good’ brand,” said Aaron Fetters, Director of Insights and Analytics Solutions Center at Kellogg Company. “We created a right music that fit the brand, and we were able to meet all of our key metrics of success and reach our target audience in a fun, unique way.”
One of the keys to success is remembering the human element to working with bands. “We are dealing with human beings,” said Jeannette Perez, VP, Music for Brands, Advertising & Licensing, Sony Music Entertainment. “We have to fulfill the client’s needs, but we also need to respect our artists. It needs to be an authentic partnership.” The entire panel was in agreement.
At the close of the panel, the panelists all agreed that music is a universally appealing medium to connect with consumers, but stressed the importance that the brand, artist, and song must all be in alignment for the partnership to truly work and be considered a success for everyone – especially consumers.
In the wake of the National Security Agency and Edward Snowden revelations about online surveillance, consumers are more aware and concerned about online tracking by the government and companies alike, according to a Monday session about online privacy during the 10th annual Advertising Week.
What does this mean for marketers and agencies? Dick O’Brien, EVP, Director of Government Relations for the 4A’s trade association, said that educating the consumer public about how and why marketers want to track them online is critical to making them feel more comfortable with the practice.
“The issue hit full boil when it became clear to many people that we [the ad industry] had such incredible ability to collect and analyze data and use it for targeting purposes,” O’Brien said, adding that the days are gone when brands just hoped that ads reached the intended audience.
In the wake of the Snowden story, many people began to conflate online tracking to the totalitarianism described in the writings of George Orwell, in Brave New World and that of a dystopian, Kafkaesque future, O’Brien said. Indeed, he acknowledged what consumers describe as a “creep” factor in receiving ads that are relevant to one’s online behavior, a sentiment that makes it critical for the advertising industry to address this issue head-on.
The Digital Advertising Alliance (DAA) is working with other organizations to educate the public about the reasons the ad industry collects data. O’Brien explained that when “tracking” was put in simple terms –so football players won’t get ads for feminine hygiene products, say—and that paid advertising helps keep Web content free, people were more receptive to it.
When it’s explained to consumers that tracking allows them to receive ads about products that are relevant to them, and that ads pay for the free internet, then they understand, O’Brien said.
Click here for Dick O’Brien’s explanation about why standards for tracking must be established.
Cillian Kieran, CEO of global full-service digital agency CKSK, appeared on a panel at OMMA Global on Tuesday entitled “Real-Time Mobile: How Personal (and Social) Can You Get?” The panel discussed the technology that allows brands and marketers to reach consumers in “real time” and the issue of what can be done vs. what should be done. What is the line between providing value and being creepy? And where does the consumer fit in this equation?
In this video, Cillian answers the question, “What can brands learn from start-ups about real-time marketing?”
The OMMA Mobile panel was moderated by Evan Neufeld, Principal Analyst, Storyline Development, and included panelists Ian Beacraft, Senior Mobile Strategist, Leo Burnett; John Faith, Senior Vice President, RetailMeNot; and Eric Friedman, Director of Revenue Operations, Foursquare.
CKSK recently announced its expansion into the US marketplace with the opening of its NYC office and new business wins that include Heineken USA and Pernod Ricard. The agency is headquartered in Dublin and also has an office in Amsterdam.