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What Trolli Teaches Us About Marketing to Gen Z

  • By Rob Patterson
  • April 3, 2017

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. Read More

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How Target Took Big Risks and Reaped Even Bigger Rewards

  • By Rob Patterson
  • April 3, 2017

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.  Case in point: Target in their sponsorship of the Grammy’s. In 2015, armed with eight 30-second commercial spots, they wanted to pull a stunt that reinvigorated their brand and its ties to culture. With the help of creative agency Deutsch, they convinced CBS to place all of their spots in one, contiguous four-minute block. With that big commercial, though, they had to do something extraordinary. Read More

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

  • By Rob Patterson
  • April 3, 2017

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, TWBAMedia Arts Lab. Read More

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Three Things to Know from SXSW 2017

  • By Rob Patterson
  • April 3, 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. Read More

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