Category Archives: SXSWi
South by Southwest Interactive 2011
South by Southwest Panel Picker is here again, and it’s another opportunity for great insights, learnings, and dynamic industry leaders to come together. We at DGC have submitted two topics for the PanelPicker and if selected, it would be our first time to appear on the SXSW stage. The sessions highlight our unique approach to business and how these ideas have helped us grow since our founding in 2006.
Over the years we’ve learned a lot about attracting and retaining the very best talent in the PR industry, especially how to keep pace with an evolving workforce and offer more flexible work schedules and environments. As such, our first session is “Conducting Business in a Flex World.” will share best practices on how to retain talent when employees embark on major life events such as marriage, pregnancy, family-care issues or relocation that can potentially make them leave their jobs. Included in the session will be our CEO Sam DiGennaro and our President Howard Schacter, who will share insights on how to create a flexible work environment that allows for flexibility but still encourages growth and maintains your company culture.
Our second session, “Brand Me Please: Personal Branding 101,” looks at how executives can build their brands to align with personal values. DGCers will conduct a live demonstration of a branding session, taking members of the audience and teaching them the basic skills to sell themselves. The “jury” will be comprised of both DGC executives, those from other agencies as well as wardrobe and body language specialists. The winner will get a trip to NYC for a Personal Branding boot camp at DGC headquarters.
We appreciate your votes for these sessions, and your willingness to share thoughts in the comments section. Hope to see you in Austin!
“The first rule of building a ‘love culture,’ is to love what you do.”
Although the session’s panel descriptor was about the brain, Spence and his co-presenter Mac Brown (founder of Spur Leadership and Founding Pastor of Lake Hills Church in Austin) spent the bulk of their time talking about the heart.
They offered three rules for building what they call a “love culture” within your organization:
1) Love what you do. Spence, who built GSD&M with four partners from the ground up over the past 45 years, encouraged audience members to “create an environment where people can play to their strengths.” He relayed a story from his childhood about his struggles with spelling. After numerous C grades, he scored an A- on a term paper when he was about 14 years old. His mother remarked that while he may not ever be a great speller, but she could see that he was a great writer. Her advice? Don’t waste your time trying to be average at something you’re bad at doing, but spend every second trying to great at what you’re good at doing.
2) Hang out with people you love. “Love cultures are about people helping you, and you helping people,” said Spence. Brown added that part of loving people is accountability: “You have to operate alongside people with an established set of values. As a leader you have a greater responsibility to the group than the individual. You have to be willing to let someone go if you want to build a love culture. You have to do it for the health of everyone else. You love people when you hold them accountable.”
3) Love the impact you have on lives and communities. Brown said that any thriving organization has two things: Love and good deeds. Spence recited some of the purpose-based companies he and GSD&M have worked with over the years from Southwest Airlines to Whole Foods.
Their one common denominator? They’ve all cracked the code on creating environments where people can love what they do, be deliberate and intentional about their jobs and have license to literally change the world. To Spence and Brown, those are the ultimate markers of a “love culture.”
As the session came to a close, one woman asked Spence for his personal definition of a leader. He replied: “I’ve never called myself a leader, but I do know this…If you don’t have followers, you’re not a leader. Leaders build the ship, and they do so through love.”
The DGC team hit the ground running on Saturday morning at SXSWi with a quick stop at and an 11 a.m. deep-dive into how data will build high-performing humans. The panel featured New York Giants star wide receiver Victor Cruz and Equinox President Sarah Robb O’Hagan, joined by Michael Gervais and Mashable’s Haile Owens. We were fascinated with the panel’s discussion on how data can make even the highest achieving athletes more powerful on and off the field. One nugget we took away from the session was data and tools are great, but don’t forget about your body’s biggest source of information: your brain.
After a quick selfie with the man of the hour, our team dispersed to other sessions before gathering to prep for DGC’s first-ever #SXSWi happy hour. The team set up shop at the JW Marriott to entertain clients and friends of DGC over margaritas, chips and guacamole, and the best darn jalapeño cornbread Austin has to offer.
Day three saw us checking out some of the week’s best brand activations and experiences. We swung by Samsung’s Studio Experience, where our colleague, Sara Ajemian, made a DGC t-shirt in its design studio. While the A&E network offered up nightly stays at a faux Bates Motel to promote its series of the same name, neighboring station National Geographic took it to the extreme with a challenge to promote its new season of “Life Below Zero.” We dared to see if we had what it takes to Escape the Cold, as the promo was called, encouraged players to find clues to get out of the room in twenty minutes working with teams of 6. It was tough going – we didn’t find the key. Brands should take note for 2016 as this was an incredible way to bridge the gap between brand experience and user interaction. It tied to “life below zero” which is a show about people living in isolation in Alaska
Other panels we checked out:
– Argonaut, an agency that’s part of Project Worldwide, had two executives on a panel: Robbie Whiting, Creative Technologist, and Garrick Schmitt, digital advisor, who spoke to a packed house about “Malevolent Marketing.” Recap the conversation on Twitter with #letsbeevil.
– Deep Focus CMO Jamie Gutfreund cracked the code on Millennials at the Pandora Lounge, encouraging marketers to be smart about their consumer and audience. She was later joined on stage by Nana Menya, AVP of Investment Strategy of GE, whose talk on the mindset of music was equally intriguing.
– DDB’s Global Business Director Marina Zuber discussed art, tigers and an #EndangeredSong with the Smithsonian’s National Zoo and on-the-rise band Portugal the Man.
Stay tuned for more!
Beer + technology. Isn’t that what SXSW is all about? Anthony Stellato, the Head of Research and Prototyping at Arnold Worldwide knows it and his session Drinking Your Way To The Future walked his audience through what goes into making a talking, tweeting beer vending machine.
Arnie, Arnold’s resident beer dispenser, lives in the Boston headquarters. He’s a conversation-starter, perfect party guest and a key feature on tours of the agency. Arnie was born out of Arnold’s “Lab” thanks to their internal The Make Project initiative, that aims to set the stage for innovation. Arnie has earned himself a lot of media and as Stellato shared, people leave events at Arnold saying things like “You work for the best place in the world.”
There was an overwhelming sense of inspiration emanating from the audience. I don’t know that the audience members knew they could do this kind of work at an ad agency and many of the questions were talent-related. In fact, Arnie is really great for talent and not just because of the free beer. Ad shops are frequently competing for top digital talent and Arnie is a real, tangible example of the tech opportunities available at Arnold.
Stellato summed it up well by stating that if you don’t invest in hiring people whose job is to constantly be looking for new technology, you’ll fast become obsolete.
So what’s next for Arnie? Stellato would love to build voice recognition and a way to dispense Jack Daniel’s into Arnie 2.0. As Angela Wei, Arnold NY’s Chief Digital Officer so aptly stated, Surprising or not? the beer brewing part was harder than the tech part. Our thoughts: not surprising at all. As much as technology is close to our hearts, beer is closer for many, especially those at SXSW.
If you’re not tapped into the hardcore tech at SXSW, here are Stellato’s top picks for what’s hot:
- Raspberry Pi, a credit-card sized computer that plugs into your TV and a keyboard.
- Lead Motion, a motion controller that lets you control your computer with your hands without touching your computer.
Favorite Brand Activation: Tie between Amex and Chevy
Why? Both provided true value to even the most grizzled SXSW veterans. In Chevy’s case, its “Catch a Chevy” program gave those of us with barking dogs and a waning patience for expensive shuttle service a comfy ride to off-campus panels. Amex’s promotion showed us that simply having an Amex and a willingness to Tweet on behalf of brands spells big rewards for cardholders – like exclusive tickets to a Jay-Z show. While two lucky DGC-ers were in line to see Jay in a 2,000-person venue, we heard more than one person say, “I’m so glad I have an Amex.” Now that’s brand loyalty.
With Pinterest’s skyrocketing popularity, it’s not surprising that curation was one of the week’s “buzziest” terms. In the publishing world, the debate was about how to give credit where it’s due, to both authors and the curators themselves. For brands, the question is how to either become curators, or integrate seamlessly into a user’s curating experience. It will be interesting to see how that plays out in the future.
Also big this year was talk of how advertising should embrace a tech start-up culture – the Mark Zuckerberg “move fast and break things” philosophy. This means less and less of “the big idea” and many more small, nimble ideas. As ad exec Tim Leake put it: advertising in these times is no longer about telling a story, but inspiring one, listening to the conversation about your brands and saying – to borrow terms from Leake’s improv background – “yes…and” to that idea.
With all the foot traffic in downtown Austin, the restaurants were almost as hard to get into as the packed early morning marketing sessions (and they were packed this year – most had a one-in, one-out policy). Branded Today Show trucks were serving up delicious breakfast from renowned chef Danny Meyer throughout the day and night. And Whole Foods was in the right place, at the right time, with the right vegan chickpea sandwich when one DGC-er almost had a hunger meltdown.
Brunner was in full-force on the ground at SXSW. DGC not only had the chance to talk with Executive Creative Director Rob Schapiro about his experience, but also we got a hold of an interesting commentary by strategist Michelle Latta on decision making. Take a look to read and hear more:
Ninety-five percent of our decision making is unconscious. At SXSW, I took a fascinating journey into the brain. A panel featuring A.K. Pradeep, Brian Clark, Derek Halpern and Roger Dooley took the room through the unconscious responses that people make on the internet. They discussed psychological studies that identified how we react to text, imagery, and the reasons we use social media. I’ll share three important learnings.
The first insight (but really no insight at all) was that the visual of an attractive woman “makes a man impatient and short-term oriented,” says Dooley. On a video-game website enrollment form three designs were tested among men. The first version was plain and had no women. The second design featured a headshot of a women and the third showed cleavage. The version with the female had 65% more enrollment than the first and the boobs attributed to a 95% increase in enrollment from version one. In fact, the title of this article may have just jettisoned the readership of my blog way over that of my colleagues. So this isn’t really news with Paris Hilton’s Carl’s Jr. car wash ad and the antics of GoDaddy, but it is a reminder, that at the end of the day, stereotypes aside, we are hardwired a certain way.
Below is Rob’s take on SXSW, plus some odds and ends about Brunner best practices and talent recruitment: