• Why Experiential Should Be At the Heart of Business Strategy

    Why Experiential Should Be At the Heart of Business Strategy

    What do Cadillac, Old Spice, and Lego all have in common? They each have had to make a significant business decision that would change the future of their respective brands and put them back into the hearts and minds of consumers.

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  • How CPG Brands Can Benefit from the Pop-Up Shop

    How CPG Brands Can Benefit from the Pop-Up Shop

    The pop-up shop has long been a staple of experiential marketing, piquing interest of passersby all the way from Brooklyn to Beijing. Still, marketing minds across the world continue to design different iterations of these popular experiences. Many of these have come in the form of fashion brands going brick-and-mortar to bring their brands to life, with the likes of Swedish watchmaker Daniel Wellington and menswear specialist Bonobos among those getting in on the action.

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  • Three Things to Know from SXSW 2017

    Three Things to Know from SXSW 2017

    SXSW has always been always been a hot topic amongst marketers, and these days, it is no different. However, conversation in recent years has been surrounded by scrutiny. Those who have long made the annual trek to Austin will readily remind you that, “it’s not what it used to be.” Still, as cries from purists and pundits proliferate, the reality is that SXSW still represents a one-stop shop for the up-and-coming trends and technologies — each of which will have a residual effect on how marketers curate the next iteration of experiences for their consumer base.

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  • When it Comes to Experiences, One Size Does Not Fit All

    When it Comes to Experiences, One Size Does Not Fit All

    Apple has long been among the world’s most innovative companies when it comes to advertising, so it goes without saying that their efforts should be closely monitored. That’s why all eyes were on Apple when they revealed that they were restructuring their relationship with their ad agency, TWBA\Media Arts Lab.

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  • Five Rules to Live By When Developing a Mobile Tour

    Five Rules to Live By When Developing a Mobile Tour

    As marketers have found more channels and means to communicate their message, the number of branded messages that consumers are exposed to on a given day has ballooned to nearly 5,000. The residual effect has left consumers largely immune to marketing messages, allowing only 100 or so to permeate through their attention wall.

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  • How Target Took Big Risks and Reaped Even Bigger Rewards

    How Target Took Big Risks and Reaped Even Bigger Rewards

    As competition increases and brands vie to stay relevant, the strategic dilemma brands are often faced with is one that transcends just the marketing industry: should I take a risk or should I go with a “safer” bet? However, as the old adage goes, “nothing ventured, nothing gained.” While sometimes a safer bet seems like the most rational approach, some instances dictate taking risks —risks that, in turn, reap rewards that would’ve never otherwise been realized, helping differentiate the brand and grow mindshare. 

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  • What Trolli Teaches Us About Marketing to Gen Z

    What Trolli Teaches Us About Marketing to Gen Z

    While many brands continue to take steps to pull in the coveted millennial demographic, others are trying to get ahead of the curve with their successors, Generation Z.

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  • Do Influencer Conferences Still Work For Brands?

    Do Influencer Conferences Still Work For Brands?

    Alecia Dantico, the GM of our Chicago office, is a veteran of the influencer conference circuit, with a decade of experience in the space. But, after years of deep involvement, she became jaded by the same faces and the same conversations at conference after conference. Sure, the technology and toolsets had evolved, but the influencer community seemed stuck on the same, tired topics and generic brand experiences.

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  • Have Digital Influencers Become The New Celebrity Endorsement?

    Have Digital Influencers Become The New Celebrity Endorsement?

    Buying a car has always been a simple process. One can simply stroll into the dealer, decide on a model, pick a color and sign the papers. With research tools like TrueCar and Cars.com, the process of finding the right car at the right price has become even easier.

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  • Avoid a Culture Clash: 3 Ways to Find the Best Agency for Your Brand

    Avoid a Culture Clash: 3 Ways to Find the Best Agency for Your Brand

    Is it time to say “I do” to your new marketing partner?

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