| | | | | Global Consultancies Are Buying Up Agencies and Reshaping the Brand Marketing World Industry watchers predict the trend will only accelerate By David Gianatasio In the waning weeks of 2015, Mike Barrett, president of San Francisco agency Heat, and his partners, John Elder and Steve Stone, faced the biggest decision of their careers as they mulled acquisition options for the shop, which, true to its name, had grown to rank among the hottest independents in the business. Should they...
Read more » | | | | | | | | | | | 4 Keys to Creating Cause Marketing That Benefits Both Brands and Nonprofits It takes art and science to build social awareness and lift bottom lines By Andy Semons Over the past decade and particularly as millennials have flexed their buying muscles, marketers have learned the value of being "socially conscious" in attracting and retaining consumers. But as marketers attach themselves to specific causes, it's worth noting that some have failed spectacularly. Misses can take many forms--from having no apparent relationship with the cause...
Read more » | | Infographic: What Consumers Really Think About Cause Marketing Millennials, Gen X and boomers have very different views By Emma Bazilian With social activism on the rise, more brands are aligning themselves with philanthropic causes in hopes of burnishing their reputations--and their bottom lines. But while a simple donation to charity might have sufficed in decades past, today's younger consumers expect brands to go above and beyond when it comes to supporting different causes, according to...
Read more » | | Sid Lee Made a Bus-Shelter Sensor That Turns Nearby Colors Into Swatches, to Sell Paint Engaging tech from Réno-Dépôt By Tim Nudd Bus-shelter advertising tech is often pretty goofy, but here's an intriguing effort from Sid Lee Montreal for Canadian home supply retailer R?no-D?p?t to promote the range of SICO paint colors it sells. The campaign, titled "Street Swatches," involved installing a sensor in the ad space of a bus shelter to capture passing colors and instantly...
Read more » | | | | | These Climbers Are Documenting Their Second Attempt at Conquering Everest on Snapchat Thanks to the sponsorship of Eddie Bauer and Strava By Christine Birkner Last year, mountaineers Adrian Ballinger and Cory Richards set an epic goal: climb to the summit of Mount Everest without the use of supplemental oxygen--a feat accomplished by less than 200 people--all while documenting their journey on Snapchat. In April, they'll be snapping from the world's tallest mountain again, with the sponsorship of Eddie Bauer...
Read more » | | Gary Vaynerchuk Talks Super Bowl Ads, Marijuana Marketing and VR at SXSW VaynerMedia CEO offers advice for young entrepreneurs By Christine Birkner As he typically does, Gary Vaynerchuk had some colorful words for the crowd at South by Southwest Interactive in Austin, Texas, on Friday. Vaynerchuk, CEO of digital agency VaynerMedia and founder of online retailer Wine Library and Wine Library TV, has built quite a following within the entrepreneurial community. In a packed room at SXSW,...
Read more » | | Helix Picks Eleven to Help Introduce Consumers to the Future of DNA Sequencing Indie agency wins creative, strategic review By Patrick Coffee The future is in your genes. Bay Area startup Helix believes that individual DNA genomes hold the key to mastering the digital economy, and many investors agree. The company, which launched last fall as a spinoff of genetic research giant Illumina on the strength of $100 million in private funding, wants to help all sorts...
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