Blog Archives

Winning and Building The Cannes Lions Way

Congrats to all this year’s winners at the Cannes Lions Festival of Creativity!

New for 2012 is the mobile category in which DGC client Goodby, Silverstein & Partners won a gold for the Chevy Game Time app.  More details on the work can be found here.

In the following video, Todd Grantham, managing director of GSP Detroit, discusses the importance of mobile marketing when trying to connect with a young audience.

Cannes is also excellent inspiration for people working with global brands, for people from all over the world walk up and down La Croisette throughout the week.  With so many languages spoken here, one is easily reminded how big the world is, yet so small at the same time.

One such global operation is Commonwealth, created by GSP and McCann Erickson Worldwide to serve the Chevy brand internationally.   As Adweek reported in March: “GS&P has been since 2010 the lead creative agency on Chevrolet in the U.S.—the brand’s largest market— and is behind the “Chevy Runs Deep” strategy. McCann Worldwide has overseen the brand in many global markets including Mexico, Canada, Brazil, India, Japan, China and Latin America (Brazil and China are just behind the U.S. as Chevy’s largest markets).”

The best work at Cannes celebrates human truths and connects with people in a meaningful way, says Todd, and that’s what the Commonwealth team is trying to do for Chevy.  Likewise, the festival provides the opportunity to get together with the broader Commonwealth team so they can plot their course. For more about Cannes and Commonwealth, listen to Todd here:

The New Black? How Digital Ed Is Everything

Allison Kent-Smith, Director of Digital Development at Goodby, Silverstein and Partners

Day #3 got off to an early start (after a not so early night!) as we headed to see Goodby’s own Allison Kent-Smith, Director of Digital Development and resident educational evangelist for her panel, The New Black? How Digital Ed Is Everything. She was joined by Glenn Cole of 72andSunny, Matthew Brimer of the General Assembly and Giselle Schmitz of Facebook to discuss the importance of education in the advertising and marketing industries. Moderated by Lori Kent, the panelist shared their perspectives on the need to increase education and digital training as the industry evolves.

Matthew Brimer stated the importance of having a well-rounded skill set, pointing out the internet isn’t new and it’s surprising more people aren’t more familiar with using it effectively. Comparing the internet to a much older invention—electricity—he stated, “imagine if you had an electricity department at your company. Or said, I’m going to start a company, and we’re going to use electricity.” The internet has become almost as commonplace place as electricity, and there is a clear value in teaching your employees how to master it.

Digital education doesn’t just increase the employee’s value; it also benefits the company or agency as a whole. Implementing program that ups the level of talent within an agency allows it to better serve their clients. Goodby’s Ed Program (developed by Allison) takes it a step further by offering courses outside the agency to clients making them a more valuable partner and resource, which in turn can lead of business growth and positive PR—and who doesn’t like positive PR?

For more from Allison, you can check out her Fast Company article:  We’re All Technologists Now: 6 Steps To Retraining And Reinventing Your Creative Talent.

We caught up with Allison and moderator Lori Kent after the panel for a few more insights on the importance of Digital Ed, which you can view here as well:

 

 

Four DGC Clients Make Ad Age’s A-List

Advertising Age AdAge Agency A List 2012 DGC DiGennaro Communications winnersA huge congratulations to Arnold, Goodby Silverstein & Partners, Organic and Translation – four DGC clients who made this year’s Ad Age & Creativity‘s A-List issues!  We’re incredibly proud of each for achieving this wonderful accolade. Here’s a little more about what each agency was honored for:

    • Arnold: Arnold earned the #10 spot on Ad Age’s A-List for impressive 2011 revenue growth, thanks to new business wins from Dell and Tribe Hummus and growth from existing clients like Volvo, Hershey and Ocean Spray. Arnold’s work for Progressive got special mention. Who doesn’t love Flo, the customer-service rep Arnold created for the brand? In addition to driving results, Flo was one of the most popular Halloween costumes of 2011. Progressive’s CMO says he treats the agency as “part of my extended staff.”
    • Goodby, Silverstein & Partners:  Goodby, Silverstein & Partners was named to Creativity’s A-List. Creativity editors called out the agency for striking a “technical and touching” tone with its Chevy “Then and Now” campaign. Also lauded: the agency’s stunts for Chevy, which included sending a Sonic on a digital remote-controlled bungee jump.
    • Organic: Organic was named Comeback Agency of the Year, thanks to an incredible new business run in 2011 following a recession-induced loss of two marquee accounts the previous year. Organic brought in more than 10 new pieces of business in 2011, brands like Pepsi, The Hartford, Hasbro, and more, and launched its first-ever TV spot, a collaboration with acclaimed filmmaker Darren Aronofksy, for the Meth Project.  It’s no wonder their client Kimberly-Clark called them “the smartest guys in the room.”
    • Translation:  Translation was honored as a standout agency of the year, thanks growing revenue by a staggering  60 percent last year and doubling their headcount. Translation received praise for bringing in major clients like Coca Cola and, Nokia. Next to come from Translation: a Super Bowl spot for Anheuser-Busch’s Bud Light Platinum.
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