So the big game’s in the can. Big night for Bronco Nation, Queen Bey & beer sales. And…#MadMenSuperbowl 2016! A couple of things to consider before we get to the main course: Spots cost between $4.6 million – $5 million Over the past five seasons, the approximate asking price for a 30-second Super Bowl ad has increased by an average of 11.1% each year. So how did advertisers (and, let’s face it, their agencies) take advantage of… Read more »
Taco Bell did what most brands would do if they had $5 million and a new product to launch – create a star-studded Super Bowl commercial with athletes, musicians, movies stars and models. The spot featured the likes of James Harden and Neymar, and even made they hyperbole statement that the new product, the Quesalupa, was #biggerthan everything, including Tinder, drones and football itself. Taco Bell even supported the product launch with a tease campaign featuring a series of ambiguous… Read more »
Adoption Network Cleveland was named the winner of shark&minnow’s inaugural Giving Tuesday contest #SharkAttack to win a day of free strategy and marketing consulting services in honor of the global day dedicated to generosity through giving. Adoption Network Cleveland (ANC) is a membership-based organization that supports anyone touched by adoption including adoptees, birthparents, adoptive parents, foster youth and alumni, foster parents and professionals. ANC stood out among the many applicants with… Read more »
FOR IMMEDIATE RELEASE Contact: Eric Kogelschatz, Chief Strategy Officer, shark&minnow inc. Telephone: 216-609-3740 x102 Email: firstname.lastname@example.org shark&minnow Awards Greater Cleveland Non-Profits Complimentary Strategy & Marketing Consulting Services in Honor of #GivingTuesday CLEVELAND, OH (November 19th, 2015) – shark&minnow invites one of Greater Cleveland’s non-profit organizations to be selected to have an articulated business challenge solved by the shark&minnow team on Giving Tuesday, December 1, 2015. #GivingTuesday is a globally celebrated… Read more »
Celebrity cameos, clydesdales & a bit of, ahem, lady bits – these things we have come to expect from advertisers on the “big game” – and, of course, many advertisers delivered. But in this year’s #MadMenSuperBowl analysis, we’re left with a few bigger themes to consider. Rather than discussing the spots that were entertaining (thanks, BMW – and for the record we saw the i3 in Manhattan last week and… Read more »
Here at shark&minnow we are starting the year with a great deal of gratitude. 2014 was a year of big change for Eric & I. shark&minnow saw amazing growth…as did our household with the addition of our precious little Max. We have been honored & humbled to work with our amazing clients. Our clients have trusted us & in the process opened themselves up to try new things,… Read more »
We have the distinct pleasure of working with many clients where the challenge is not creating a brand/product story, but helping them to find a brand-right way of telling that story to their various audiences. It’s no surprise to most of our clients that content, to use a cliche, is king. What often times is a bit of a culture shift is helping them to find their voice in a way that is entertaining, valuable… Read more »
We all know that the digital age is dramatically changing the B2C marketplace, but rarely do we talk about the disruptive changes that are taking place in the B2B marketplace, specifically sales. According to McKinsey & Company, there are four megatrends shaping how sales organizations need to adapt to survive the digital age:
Highly networked “superbuyers.” New disruptive technologies are changing buyers’ attitudes and actions. Specifically, powerful (and affordable) analytics, connected communities, and the cloud… Read more »
A London restaurant is ditching the traditional bill at the end of a meal and is asking customers to simply photograph their food to pay for it. In the stunt by Birds Eye, diners at The Picture House pop-up restaurant are encouraged to photograph their meals and share them online. Instead of paying with cash, customers have to settle the bill with an Instagram photograph using the hashtag #BirdsEyeInspirations. Participants will be… Read more »
Hulu is teaming up with Pizza Hut on a new type of in-context advertising that’ll let you order food during a commercial break — right from the screen you’re watching. The Pizza Hut ad is what Hulu is referring to as an “in-stream purchase unit,” which could be a game changer for the TV ad industry because it gives brands the opportunity to… Read more »
Radiohead’s latest creation, PolyFauna, is an experimental collaboration between Radiohead and Universal Everything. The mobile app was inspired by The King Of Limbs sessions and uses imagery and sounds from the song “Bloom.” The digital experience may not meet the standards of Bjork’s Biophilia or Arcade Fires’ Just a Reflektor, but it is worth exploring for free for your iOS or Android device. Thom Yorke announced the launch of… Read more »
In a recent conversation with my Mother, she lamented over a comment one of her customers had made to her earlier that day. She said: “This customer told me that they no longer teach children to write in cursive at school. It upset me so…” My Mother is an artist – specifically, a master calligrapher by trade. She works in beauty of the physical – combining her rare, heavily cultivated talent with her… Read more »
Forrester announced a new framework for their Social Technographics, called the Social Technographics Score that: Focuses on commercial social behaviors. Many surveys reveal the social behaviors in which audiences engage but make no distinction between peoples’ social interactions with friends and their social interactions with companies. In contrast, the new Social Technographics Score is based on how audiences interact with and talk about companies, brands, and products. Helps marketers choose among social strategies. Most models for evaluating… Read more »
The future of the Prada Marfa, a public art installation designed by Scandinavian artists Michael Elmgreen and Ingar Dragset, is now at risk. Located in Valentine, Texas since 2005, the art installation has remained relatively untouched. However, this summary, Playboy decided they wanted to capitalize on the concept with a similar idea, but for commercial purposes. Playboy installed a 1972 Dodge Charger on top of a box and a 40-foot neon version of its iconic bunny… Read more »
In effort to rebrand Kellogg’s® Nutri-Grain® breakfast bars and associate the brand with a younger, hipper audience, Kellogg launched an RFID triggered, Projection Mapped, Glow in the Dark Skatepark in Australia. With their influencer outreach program, they connected with influential teens in the area to participate in a competition to win tickets to the experience. The skateboard features laser triggered cameras to auto-shoot and upload images via RFID tags to Facebook at the optimal capture positions to showcase peoples… Read more »
The new “Feeling Carefree” commercial from Volkswagen featuring one of the best songs from the 80’s, “Take On Me” by A-ha is very entertaining. The spot pays homage to the music video, featuring a daydreamer sketching in his notebook, but instead imagining a world with his VW. Just like the music video, the daydreamer comes back to reality and gets what they wanted. However, sadly, the message promoting repair and maintenance is not memorable. Instead, the viewer… Read more »
Just A Reflektor is an interactive film that explores the themes in the song “Reflektor” by Arcade Fire through two devices simultaneously: the computer and smartphone/tablet. Filmed in Haiti, the story follows a young woman who travels between her world and our own. To experience the film, visit justareflektor.com in Google Chrome on your computer, and g.co/af on your Android or iOS device. Your computer will connect with your… Read more »
“How much impact can you have with the least lines of code – that was important to hackers. But I think that same kind of thinking applies to making anything … I think it can be applied to any creative pursuit.” – Evan Roth
Top 10 YouTube Videos – August 2013
#1. Lady Gaga – Applause (Official) // 38,721,273 views #2. Katy Perry – Roar (Lyric Video) // 28,787,007 views #3. 5-hour ENERGY® – Feeling Sluggish After Lunch? // 16,371,263 views #4. Jackass Presents: Bad Grandpa – Official Trailer // 15,309,715 views #5. Krrish 3 – Official Theatrical Trailer (Exclusive) // 14,744,695 views #6. Russian Navy Hovercraft Lands On Busy Beach (PART ONE) // 12,760,405 views #7. Jimmy Fallon, Robin Thicke & The Roots Sing… Read more »
1. Defer judgment “Creative spaces don’t judge. They let the ideas flow, so that people can build on each other and foster great ideas. You never know where a good idea is going to come from, the key is make everyone feel like they can say the idea on their mind and allow others to build on it.” 2. Encourage wild ideas “Wild ideas can often give rise to creative leaps. In thinking about ideas… Read more »
Living in a digital world, we track everything. From the miles we run with MapMyRun to calories burned with Nike+ to how we sleep with Jawbone Up. But that’s just the passive data generated from life, that doesn’t even begin to describe the mass amounts of data that fill our everyday lives, from stock prices, product sales, climate change and beyond. Data becomes even more cumbersome as we start… Read more »
We were humbled to have been included in a small group of folks that were invited to The Sydell and Arnold Miller Pavillion at The Cleveland Clinic (or more specifically, its unbelievable roof terrace – I’m told there is lunchtime yoga up here and I want IN) last week for a state-of-the-Clinic event. After a few minutes of mingling, hors d’oeuvres eating & beverage enjoying, we gathered to hear from… Read more »
IBM is committed to creating solutions that help cities all over the world get smarter, in order to make life in those cities better. That’s why IBM and Ogilvy Paris worked together to spark positive change with the “People for Smarter Cities” project, and unite city leaders and forward-thinking citizens. To spread the word, Ogilvy created outdoor advertising with a purpose: a bench, a shelter and a ramp that are not only designed to be beautiful, but to be useful to city dwellers as well.
IBM has recently unveiled the IBM Watson Engagement Advisor, “a technology breakthrough that allows brands to crunch big data in record time to transform the way they engage clients in key functions such as customer service, marketing and sales.” Brands such as the Royal Bank of Canada and market research organizations such as Nielsen, are taking notice.
In an interview with YaleInsights, Tim Brown, CEO and president of the design consultancy IDEO, describes the elements of an innovative culture: Curious Minds: Empathy for your customer and openness Risk Intelligently: Relentlessly inspect and adapt in a trusting and nurturing environment Source: YaleInsights
Q: What do organizations need in order to innovate?
Tim Brown: Any organization that wants to innovate, wants to be prepared… Read more »
Monitoring and tracking online metrics in order to optimize the customer experience has been a priority of technologists since the advent of the internet. Companies like Google have been recording our search queries, visits, clicks, user flows and beyond in order to create a database of motivations and behavior. And now, finally, marketing professionals are also realizing this opportunity. They now see the value in tracking and monitoring cross-channel marketing efforts and more importantly, understanding what, why and how to drive ROI using… Read more »
In a recent issue of Fast Company, the editors and 27 judges including MoMA’s curator and the lead designer at Facebook identified 56 finalists for their 2012 Innovation By Design Awards. Two of the innovations were light bulbs, a CFL and LED. Also, I think it’s important to note that both of the products were created as the result of a collaboration between by a design company and manufacturer, a pretty awesome mash-up with with everything focused on an optimal customer experience.
Project: Young Mensches Website Description: We recently launched a new website for Young Mensches on Friday, July 27, 2012. Young Mensches is a young professionals group for Jewish men and women, single or married, in their 20′s and 30′s from the Greater Cleveland area. Website: www.youngmensches.com
GE and Facebook have partnered to create HealthyShare, an app that tracks your health and fitness goals, encouraging you along the way by sharing your progress on your Facebook timeline.
As many of you know, Eric & I take time out from our lives as “civic avengers” to tend to our alter egos as advertising executives during the old 9-5 (if only those were the hours we worked – ha!). Since returning to Cleveland I’ve spent my days as the Director of Studio Services & Content Generation (longest. title. ever.) at Uppercut Motion & Sound. I post about my staff & our work from time… Read more »
January 1st of any given year, is the first day for people all over the world to start working on their New Year’s resolutions. For Nike, they decided to build a support system for people to achieve those resolutions.
The great David Ogilvy once said, “I notice increasing reluctance on the part of marketing executives to use judgment; they are coming to rely too much on research, and they use it as a drunkard uses a lamp post for support, rather than for illumination.” Those words from the great David Ogilvy are as true today as they were then. Market research professionals, firms and organizations from IBM to Forrester Research are projecting the next trend… Read more »
If you liked the West Side Market video we linked to last week, make sure to mark your calendars for this event. Both multimedia artists involved with that project (Tim Logan and Mike Paukst – Twitter newbies, don’t hold that against them!) will be in attendance as Tim shoots portraits of the first 100 folks to walk through the door. All photographs will be shot using the second edition… Read more »
When we were kids it was pretty much beaten into us that planet earth was in danger + the only way to save the planet was to “Reduce. Reuse. Recycle.” Perhaps because we learned this at a young age it’s second nature for us to want to limit the amount of “stuff” we contribute to landfills.
2010 South by Southwest Interactive Festival “Big Brother in Your Brain: Neuroscience and Marketing” Panel
For the 2010 SXSWi Festival, Eric curated, organized and spoke on the panel “Big Brother in Your Brain: Neuroscience and Marketing.” The panel included a diverse group of talented individuals from the fields of neuroscience, neuromarketing and marketing; including Dr. A.K. Pradeep of Neurofocus (a Nielsen company); Roger Dooley, the author of Brainfluence; Gary Koepke, Vice President, Global Executive… Read more »
It seems only appropriate that I’m finally finishing the second installment of “A Digital Rolling Stone,” a month after the tenth anniversary of the Recording Industry Association of America (RIAA) suing Napster for allowing millions of consumers to download free, copyright music. In the first installment of “A Digital Rolling Stone” I hypothesized that the music industry must progress with culture in order to remain profitable and relevant by reflecting cultural trends and integrating technologies that create an experience for the consumer with added value. This hypothesis was composed over a year ago and I have collected several case studies that document this consumer behavioral transformation in regard to music and the brands that have effectively progressed with culture to create augmented experiences for the consumer. Also, I have also identified the casual attributes for marketing success and recommendations to continue these innovations in the music industry. Lastly, unlike artists before them, artists such as Radiohead and Trent Reznor of NIN understood not only the consumer, but the future of music. They paved the way for many musicians to find a sustainable business model in the digital age and seize OFF=ON opportunities. Welcome to “A Digital Rolling Stone 2.0”
For the past few months I have been working with the SXSW committee to finalize the members of the “Big Brother in Your Brain: Neuroscience and Marketing” panel for the 2010 SXSW Interactive Festival. And today I am proud to announce that SXSW has approved my shortlist and all speakers have confirmed their participation in the panel! The panel includes a diverse group of talented individuals from the fields of neuroscience, neuromarketing and marketing. Get ready for an engaging and thought-provoking conversation and debate on the convergence of cognitive neuroscience and marketing.
I am proud to announce that my panel idea, “Big Brother in Your Brain: Neuroscience and Marketing,” has been selected as a panel at the 2010 South by Southwest (SXSW) Interactive Festival in March in Austin, Texas. SXSW received more than 2,300 proposals via the SXSW PanelPicker submission process, a unique digital interface that allows the public to vote and provide feedback directly on panel proposals. My panel will be one of over 400 sessions included in SXSW 2010 and among the best of the best; including discussions led by innovators such as Clay Shirky and Chris Brogan and thought-provoking panels led by speakers from companies such as Microsoft, Google and Facebook; digital advertising agencies such as R/GA and Razorfish; and brilliant organizations such as TED.
With the advent of neuromarketing, neuroscientist and researchers have been directing their expertise to marketing, using MRIs to analyze consumers’ brain activity when exposed to different stimuli. And companies like Google are using mathematics to develop advertising solutions. Will digital marketers become scientists and mathematicians or will creativity triumph? The founders of Modernista!, Lance Jensen and Gary Koepke, among others, will debate whether advertising is an art or science: Big Brother in Your Brain: Neuroscience and Marketing.
The benefits of technology and more specifically the internet, seem to be endless: information and data accessibility, entertainment, commerce, ease of communication, etc. For me, technology is attractive because it makes our lives easier to navigate. The innovation of cloud computing has made this even more apparent. The idea of syncing all of your files (photos, music, documents, etc.) and having accessibility wherever you are, is absolutely amazing.
The traditional business model for companies is to create a product and/or provide a service to customers in order to receive payment and hopefully exceed operational costs to generate a profit. However, what happens when you are not creating a product or service, but instead ideas? How do you make a profit? How can you differentiate yourself from the competition when your product is perceived as a commodity? This is a common dilemma for companies that engage in Open Source design, development or distribution. As defined by the Open Source Initiative, open source is “a development method for software that harnesses the power of distributed peer review and transparency of process. The promise of open source is better quality, higher reliability, more flexibility, lower cost, and an end to predatory vendor lock-in.” The benefits for open source are compelling and the idea of creating a community of the brightest minds to create something new is inspiring. This idea of sharing your creative wealth to accomplish great things is something the Creative Commons embraces.
A look at creativity in advertising, an economic recession and its affect on urban revitalization. The great David Ogilvy once said, “It takes a big idea to attract the attention of consumers and get them to buy your product. Unless your advertising contains a big idea, it will pass like a ship in the night.” The essence of our industry is in big ideas and creativity. These elements help to communicate information in a persuasive manner by captivating the attention and interest of individuals. Big ideas and creativity can create brand awareness and in some cases even change brand perception, preference or image. The crucial point here, from a holistic perspective, is that big ideas and creativity are the answer to change – whether in advertising or other industries.
A few years ago, I read an article in the New York Times that explained the convergence of cognitive neuroscience and marketing. Since then I have been very interested in how advertising and marketing affects culture and more specifically how neuroscience could be applied to advertising. Will the convergence of neuroscience and marketing force our industry to become a science? And more importantly, should it? Is advertising an art or a science?
Over the past few months, I have noticed that in the back of Rolling Stone there have been a few rotating lists such as Myspace Music Top 10 Songs, iLike Top Ten or iTunes Top 10 Songs. My personal favorite is the iLike Top Ten list, instead of determining popularity by sales; the list is actually determined by how many people actually listen to the song. This is a representation of how the music industry is changing now: By recognizing there are other ways to consume and listen to music (e.g. Pandora or Last.FM.). But how can they change moving forward? The music industry must integrate more technologies that create an experience for the consumer with added value. A perfect example of this is a big idea I read about in an AdAge DigitalNext article. The article explained how Drop.io and Organic are collaborating on a new technology platform: location-based file sharing.
The progression of interactive design has changed dramatically over the years. From a time when websites consisted only of hyperlinks, text and if you were lucky images. Now, interactive media such as photos, audio and video define the experience. Especially, with programs like Flash that allow the designer to augment the overall experience with creative aesthetics and animation. However, navigation has not followed the same progression.
Hidden in Boston, you will find Bodega, a boutique, hip hop shoe and apparel store. When I visited the store I was amazed to say the least. From the street, Bodega looks like exactly what you would expect, a bodega or convenience store adorned with laundry detergent, paper towel, cereal and other items displayed in the window. As you walk in the store, you focus on the cash register and counter that dominate the room, but as you look to the back of the store you will see a soda machine and if you stand in front of it, you will be granted access to Bodega.
When Nike and Apple created the Nike+iPod device, I’m not quite sure if they knew the exact impact that it would have on the brand. Not only does the product balance form (simple, modern design) and function (allowing users to track the elapsed time of the workout, the distance traveled, pace, or calories burned), but it also fosters a growing relationship with the consumer through an engaging brand experience. The Nike+iPod website (developed by R/GA) is compelling in both design and functionality.