Author Archives: Christine Perez-O'Rourke

Best Practices for Operating at the “Speed of Culture” – sparks&honey and Reebok Break it Down

As a part of Advertising Week 2014, the 4A’s hosted its Competitive Edge series on Sept. 29, bringing together top agency and brand executives to debate the value of operating at the intersection of cultural intelligence and business innovation.

The session kicked off with a video clip from the new HBO show, “Last Week Tonight,” in which anchorman John Oliver explored recent examples of brands’ Twitter #fails. From the DiGiorno mixup with the trending #WhyIStayed hashtag to various brands tweeting misguided 9/11 content, the clip raised some very interesting points about when it is the right time for a brand to engage in real-time social practices.

Terry Young, CEO/Founder of ad newsroom sparks&honey, and his colleague Imari Oliver, VP, Director of Creative Strategy, and good friend, David Oksman, U.S. Marketing Director at Reebok, spoke about best practices for brands that want to operate at the “speed of culture” in a session entitled, Leading Culture and Collaboration.

Why do so many brands struggle with creating authentic social conversations? According to Young, brands need to identify places, trends, dialogue and topics that they want to be attached to as a first step. When thinking about everything that is happening in social – it can seem overwhelming and random, so brands need to sort through everything and zero in on the select areas of opportunities, he said. Moving at the “speed of culture” isn’t an easy feat but it’s essential for brands that want to be successful in today’s world.

Oksman’s advice: Brands need to be strategic rather than opportunistic.  Just like an athlete, brands can develop muscle memory when it comes to identifying trends/cultural elements to attach to  – that is what drives nimbleness, Oksman said.

Culture is the pulse of the social world and there are two types – “slow culture” and  “fast culture,” according to Young. 3D printing, autonomous cars, and the sharing economy are examples of “slow culture” – these affect companies and brands over a long term. Memes and viral videos though are examples of “fast culture” that impacts culture and consumers in the short term.

The panelists concluded that when brands are looking to operate at the “speed of culture” they should be asking themselves three things:

  • What makes sense for their brand?
  • Which aspects of real-time trends and culture are a fit with the brand’s core messaging and essence?
  • Does the brand want to enter an existing conversation or create a new one?

Because isn’t creating conversations what it’s all about?

(INSERT PICTURE FROM PANEL)  From left to right: Terry Young (CEO/Founder of sparks&honey), David Oksman (U.S. Marketing Director at Reebok) and Imari Oliver (VP, Director of Creative Strategy at sparks&honey) with panel moderator, Advertising Age reporter, Malika Toure

From left to right: Terry Young (CEO/Founder of sparks&honey), David Oksman (U.S. Marketing Director at Reebok) and Imari Oliver (VP, Director of Creative Strategy at sparks&honey) with panel moderator, Advertising Age reporter, Malika Toure

DGC Takes on the Streets of Flatiron for Its Third Annual Scavenger Hunt

Take a picture with Batman and Superman. Practice spinning on a set of Citi Bikes. Get a mini-makeover from Sephora. Order a “secret” menu item at Chipotle Mexican Grill.

For the third year in a row, DGC set aside an afternoon for a team-building scavenger hunt that brought out the kid—and the must-win competitive streak—in all of us here at DGC.

DGC President Howard “Howie” Schacter ruled as the impartial judge for this year’s hunt, which took place in New York’s Flatiron District. And in addition to ruling on the viability of tasks completed by teams to win a pizza party, he was also the sole judge of the coveted prize of the afternoon for Best Team Spirit.

Evident by our Call Me Maybe rendition, DGC-ers aren’t shy about “getting into character.” So with Halloween on the horizon, each of the five teams came up with a team theme and costumes to bring it to life. We were “The Tacky Tourists,” “The Texas Tailgaters,” “The Blackouts,” “The Zoo-perstars,” and Team Spirit winner “The Spice Girls.” And let me say, the outfit choices did not disappoint. Click here for pics of each team.

So with the big costume reveals done, the actual scavenger hunt kicked off. Lists were distributed and the teams took to the streets – completing as many items as possible in an hour and a half. Pretty remarkably, all of the team returned back to the office on time and with all but one or two clues completed. It looked as though it was going to be a close call for the top spot.

Tallying the points revealed that The Texas Tailgaters won, by two points, with each of the other teams coming in only a point or two behind that. We were all “winners” in the end – at least that’s what we told ourselves at the bar later that night!

Hats off to another exciting Scavenger Hunt – until next year!

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TV On The Go: Coming To A Mobile Device Near You in 2012

It happens to all of us. We’re on our way out the door to work and Matt Lauer announces a Breaking News report “coming up next.” We’re on a business trip to Tulsa, Oklahoma when the Giants are playing the Jets. We’re on a road trip with the kids and are one of those families without TV’s in the headrests.

These days, consumers have a device for everything. So why is it that they don’t have a devise for receiving high-quality, live TV, on the go?

At this year’s Advertising Week, Abby Auerbach, EVP & CMO of TVB moderated a panel which featured some of the top names in Mobile Digital Television including; Erik Moreno, SVP Corp Development, Fox Networks Group; Co-GM, Mobile Content Venture, Anne Schelle, Executive Director, Open Mobile Video Coalition and Jeff Minsky, Director Emerging Media, OMD Ignition Factory.

Turns out Mobile Digital Television, via the Dyle app, is poised to make its first major consumer push next year- offering consumers in 32 cities nationwide free, over the air TV directly to their tablets and mobile devices.

So what does this mean for advertisers and marketers? Extended reach and frequency – MDTV allows for an extension of the viewing day- on average consumers increased their daily live TV viewing by 38%.

Here are some of the key takeaways:

  • Daytime is the new primetime when it comes to MDTV-  Consumers loved watching different types of programming during the day, especially local news
  • Consumers were watching live TV at new and different locations – at work during their lunch break, at idle moments waiting on line at the checkout or the doctor’s office
  • Moms enjoyed passing a mobile phone or tablet to kids en route to school or running errands
  • Consumers were staying in-tune with breaking news and weather

Watch Abby Auerbach offer a recap of the panel here.

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