How a Consumer-Centric Strategy Empowers Your Brand
At the heart of every great campaign is a sound and thoughtful strategy. This strategy is the guiding light for execution, understands the multitude of channels the campaign will be venturing into, and provides inspiration for all creative work. So it’s easy to assume that the foundation of this strategy––the singular, most important piece to it all––is your brand. Makes sense, right? Wrong. When it comes to the dynamic between the brand and the consumer, there’s only room for one hero… and it isn’t your brand!
"Temple Made" is the Only Higher Education Campaign to ever Medal in the Award's History
allen & gerritsen’s (a&g) groundbreaking work on Temple University’s Temple Made multimedia campaign won a prestigious Bronze Jay Chiat Award for Best Regional Strategy at a ceremony in Nashville, TN, last night. For more than a decade, the American Association of Advertising Agencies’ (4A’s) Jay Chiat Awards have recognized the best strategic thinking across the diverse marketing communications landscape around the world. Temple Made is the only higher education campaign to ever take home an award in the history of the Jay Chiat Awards.
Why Social Media Should Inform the Consumer Persona
One of the greatest challenges faced by advertisers is the development of consumer personas. A crucial first step in the advertising process, every aspect of brand and campaign strategy is built around the consumer persona and how the brand relates to it. (It’s kind of a big deal…) Aside from general angst inspired by the pressure of finding the nucleus around which a multi-faceted and big budget campaign must operate, strategists must also find a way to breathe life into the persona so that transcends a description on paper to become a living breathing representation of humans. Why? So the client sees and connects their consumers as people.
So, what is a “persona”? It’s one of those industry buzzwords that are thrown around a lot and one which everyone assumes they know and understand (but do we, really?). For the sake of this post, a “persona” is the appearance/role/personality a person presents to the world. It’s who we want the world to believe we are. It’s a public image.
The Good, the Bad, and the Difference Between Traditional Media and Social Media
Remember when agencies had to convince brands to be on social? Long gone are those days, with most brands now trying to be on every media channel possible! It’s a virtual Wild West for out there, with every brand hoping to have its message heard as loudly (and as broadly) as possible. For many, the line between paid, owned, and earned is becoming less defined, and the multiple types of media are simply becoming just “media”.
Highlights the Emotional Connections Blue Cross Blue Shield of Massachusetts Has With its Plan Members
Blue Cross Blue Shield of Massachusetts, the largest private health plan in the commonwealth, launched its newest multimedia campaign this week, created by allen & gerritsen (a&g). This is the brand’s first campaign since naming a&g as its agency of record in June. The new campaign will remind viewers that Blue Cross Blue Shield is more than just a health plan offering in Massachusetts – rather, it’s a health plan that recognizes the individuality of its members and creates an emotional connection with them.
Hard Word, Easy Concept, Smart Marketing
One of the great and maddening things about content marketing is that the market itself is in a constant state of flux. Sure, consumers are still people - that doesn’t change, at least, I hope not - but how they gather, absorb, and process information is continuously impacted by advances in technology. As a result the messaging and creative advertisers are responsible for transmitting must, likewise, adapt not only to new technologies but to new patterns of consumer behavior. This is not a revelation (I’m aware) but adjusting messaging and creative is not all advertisers need to do to successfully influence consumers. So, what else is there? Propinquity.
Our 1-Minute App Review of Feedly
When Google shut down its "Reader" service, Feedly won over the majority of former Reader users...and with good reason. Aside from having a gorgeous and functional mobile app, Feedly is just as useful on the web as a way to collect and read stories from your favorite websites and blogs.
3 Reasons Why Your Site (Still) Matters
Time, money, and being spread too thin are all good excuses for why your website can’t be prioritized. But hey, guess what? Your website still matters. It just does. Here are 3 reasons why!
Our 1-Minute App Review of InboundWriter
Today we're looking at InboundWriter, a software tool that helps you get the most out of your blog. InboundWriter analyzes written content. It then suggests fixes for things like word choice, word count, or even subject matter, to ensure your blog is more SEO-friendly.
Company wins coveted “Risky Business” Award for Media Plans That Succeed by Taking Risks and Going Against Conventional Wisdom
allen & gerritsen (a&g), took home two Media Maven Awards at the Ad Club of Boston’s annual Media Innovation Day on September 19. The Media Maven Awards recognize the most innovative media buyers and planners in New England, and represent the very best media campaigns, plans, and ideas, as well as the people, agencies and brands responsible for bringing them to life.