Exceptional Role Models Make for Exceptional Careers

Christine Mau, named one of Ad Age’s “Women to Watch” and a former design director at Kimberly-Clark, says design must be brought into an organization’s full conversation, rather than considered an output.

American Marketing Association does an exceptional job of bringing us stories of people who we can learn from, emulate and follow.  A recent story in Marketing News gives insight into Christine Mau, read on!

Mau’s work has included the redesign of Kleenex boxes into oval and triangular formats, as well as the U by Kotex launch. The tampon brand presented its product in black and neon colors, a massive departure from the typical blue and white found in the feminine hygiene aisle.

This ability to talk about and design for what are sometimes considered taboo topics made her the prime candidate for co-creating the logo for No More, a movement for raising awareness and engagement around ending domestic violence and sexual assault.

The logo (pictured at right with Mau), which consists of a blue circle with a disappearing center—intended to evoke the concept of reducing the number of such experiences to zero—has been part of a global public service announcement effort that has received more than $2 billion in earned media.

https://www.ama.org/publications/eNewsletters/Marketing-News-Weekly/Pages/christine-mau-encourages-design-integration-in-marketing-process.aspx

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Do NOT Hire a Social Media Consultant Before You Ask These 10 Questions

What is a “Social Media Consultant”?  It could be anyone with a personal Facebook Page and a large number of Twitter followers wanting to sell you on their services.

I too often see someone touting this service (for far too high a cost) who have only a Twitter account or not much of a personal or business presence anywhere on the web.  And while these “consultants” might be available the question is are they right for you?  

You ONLY want someone who knows your industry 

and has the maturity to know what NOT to post too.

Once you make the decision to outsource, you’ll want to strongly vet potential consultants and/or agencies.

Here are 10 things Social Media Today recommends you ask or consider:

1. Can they demonstrate a proven track record?

Ask what brands the person or agency has worked with and is currently working with (to ensure they’re not working with a competing brand).

Don’t be shy about asking for references. Ask about a brand they worked with where something didn’t work out – how did they handle that? Were they able to quickly adapt and change course? Do they have the necessary experience in your industry to properly advance your business?

The more they know about your industry, the less of a learning curve there’ll be, and the more resources they’ll bring to your brand. What are their first steps when taking on new clients?

2. Where can I find current and past examples of your work?

Anyone with experience will be readily able to show you a portfolio of work as well as links to initiatives they’ve either run or been involved in creating.

Look for campaigns that have been repeated. You know things are working when you keep doing it.

Have the campaigns led to brand exposure? Sales leads? Will this experience help your market?

3. Who will be handling my account and what background does this person come from?

This is the biggest question – don’t buy into a sales pitch and then get a very junior person.

The background of each person working on behalf of your brand is important. If you’re looking for marketing, PR and/or social media help, you want people that have leveraged those skills working with prior companies.

Do these people have knowledge and experience with trends in these areas?

4. How will we track ROI?

We know that not everything has immediate return that’s trackable when it comes to social media. But you can track most things.

You want to know that this consultant or agency isn’t simply looking to add likes, followers or fans, but is actually able to analyze conversion rates.

Brands that hire an outside agency will want to know that the agency or consultant is consistently monitoring results, and is being held accountable. You’ll want to know there’s a standard monitoring and reporting process in place that works for both you and the agency or consultant.

5. What is their process for reporting?

How often will you meet with them? How often will you be provided status updates or check-ins?

If the agency doesn’t have a method to suggest immediately to you on how they’ll communicate, it might be a red flag that the agency isn’t as connected with their clients as you’ll want to be (or that they haven’t even thought of this yet).

6. What will you do if something goes wrong?

How would you handle a social media crisis? This is the question that will give you real insight into their value.

Marketing campaigns that look great on paper can go wrong in application, no matter how seasoned the consultant is.

How will they react? How do they respond to negative reviews? Tweets? Negative Facebook comments?

7. How do they come up with strategic plans?

How much does writing content figure into their experience and plan for your business? A good consultant will have a workflow that works for them and you.

They’ll know how to integrate social media with PR and traditional media.

They’ll want to talk to your sales team and find out what plans they have and will know how to integrate them into all they are doing.

8. How will content be developed?

And, will you have to approve all of the content written on behalf of your brand? Will it all have to be planned, or will you trust this person or agency to create on-the-fly content for you? Does this person have the experience necessary to understand the nuances of writing content specific for each platform?

Content developed for your brand needs to be likeable and shareable. A consultant or agency should be able to show you examples of previously created content for other clients, as well as their content calendar, or what their content creation process looks like.

9. What does success look like, and how will we measure it?

Brands that are investing in consultants and agencies must have clear goals in mind when starting this process. An agency should be able to help you achieve your KPIs. The consultant or agency you choose will help you establish these KPIs and will (with you) write strategies and tactics to hit those goals.

10. What will this cost?

Outside of the monthly retainer or fee you agree to with the consultant or agency, you want to know that your budget is being kept in mind in all they’re doing.

Thank you http://www.socialmediatoday.com – one of my favorite sources for all things social!

AI Is What’s Next – As Communicators We Are The Front Line

Do a quick Google search for AI and you get a new definition from WikiPedia:  Artificial intelligence is being defined as Intelligent Agents.  Let that sink in.

AI is becoming part of all businesses and part of nearly every part of our lives.  From the way your communications are answered to the way you get to work – everything is changing thanks to artificial intelligence.   Having just attended three different conferences for clients; one on real estate, one on travel and one on school nutrition – I can tell you all three had at least one seminar on how this technology is changing our world.  As one speaker said:  “Ten years ago we did not realize the impact of social media, AI is already here and moving into the marketplace at warp speed.”

As communicators we are the front line.  We need to embrace this technology, understand it deeply and be able to explain how it is impacting our companies and clients to others.

As machines become intelligent there will be great ethical debates and concerns – be ready as you will be needed to shape the conversation.

TED has an excellent playlist about AI – https://www.ted.com/topics/ai

         This New York Times piece offers a summary of where we are: https://www.nytimes.com/2016/12/14/magazine/the-great-ai-awakening.html

The post below came from AdAge, here is a direct link to the full article:  http://adage.com/article/agency-news/chief-ai-officer-big-title-media-agencies/309667/?ito=792

Any time an explosive new technology takes hold, agencies have to navigate how it fits into their business. While some may be waiting until it has taken a deeper hold, others, like New York-based Crossmedia, are bullish.

The independent media agency just hired a new executive director of cognitive solutions, who will head up the agency’s work in that area — covering everything from client projects that use AI like chatbots or Alexa skills to other areas of cognitive solutions. The field includes data-driven creative work that might change according to weather, stock fluctuations or time of day, and data science, which encompasses deep learning and pattern detection.

For Karim Sanjabi, who’s taking on the new role, it’s a step agencies are going to have to take. Sanjabi previously started Freestyle Interactive, which was acquired by Carat Interactive in 2003, and most recently was CEO of Robot Stampede, a creative tech company based in San Francisco.

“If agencies don’t make this kind of change right now, and really understand they have to really commit to it, we’re going to have an evolutionary separation,” he said. “We’re going to have two different species of agencies: One that evolved with AI and one that didn’t.”

He said snubbing AI would be akin to an agency turning its back on social media 10 years ago.

Though Sanjabi has taken the top seat at Crossmedia’s new cognitive consulting practice, he wants to handle it in a way where the work bleeds across the entire agency, instead of siloing AI off into a separate business unit. His mandate, he said, is to help the agency sift through the tech options and find ways to improve internal operations and client solutions using these new concepts.

“I want our existing media buyers and planners, I want everyone in the company to think in terms of cognitive solutions,” he said.

“I just want to be a resource to everyone in the agency to help empower them to come up with this kind of stuff. This isn’t a standalone, separate thing — this is the core of the agency. We’re changing the way everyone thinks about this.”

Champions over chiefs
As the possibilities of AI are becoming known, agencies are grappling with the best way to bring in that knowledge.

“The power of this stuff is such that it surpasses traditional agency shiny object syndrome,” said Dave Meeker, a VP who focuses on innovation at Dentsu Aegis Network-owned digital marketing agency Isobar. “We see really the capabilities of what a well-trained or well-designed AI is capable of.”

Isobar doesn’t have a head of AI, but does rely on employees’ expertise to understand how it can help the business until it’s more deeply ingrained. Meeker said employees work on the forefront of new technologies, and once it really catches on, the company starts more formalized training across all employees. The company has an “Isobar Academy,” an online curriculum available to its 6,000 employees.

“Right now, we’re in this age of understanding this stuff. You need people with really specific domain expertise,” he said. “In time, that expertise becomes cooked into a lot of the software and things that we’re doing, to where it’s not like you then have to have an AI person because all of us kind of have the tools at our disposal that do that.”

Whatever the approach, the key to success, say agency vets, is incorporating the new technology in ways that everyone across the agency can master it. Which in turn could ultimately render the need for a chief of AI obsolete.

Tom Kelshaw, director of innovation at GroupM shop Maxus, said agencies have a history of hiring executives to head up areas like data, digital or innovation. The risk there, he said, is that “it tends to become stale.” Kelshaw pointed out that transformational new ideas should be absorbed across all leadership once a topic is understood, instead of letting it live with a sole executive or business unit.

At Maxus, Kelshaw said when it comes to AI and innovation more generally, his company relies on employees to figure out where tools and techniques can deliver operational efficiencies and improve clients’ business.

“It’s about getting champions, rather than chiefs, into the business,” he said.

Too soon?
Some agencies may feel it’s on the early side to make big investments into this area. Though digital agency PMG does a fair amount of work using AI, the agency doesn’t have any defined titles relating to cognitive or machine learning or artificial intelligence.

“Advertisers and brands realize the need for artificial intelligence, but very few are at the point where they’re going to the board and saying, ‘We’re betting everything on artificial intelligence,’ said Dustin Engel, head of analytics and data activation at PMG. “They know the risk of not being part of AI, but they’re not quite willing to bet the farm on that risk.”

He said factors like data quality make some areas of AI still relatively immature. PMG does work with clients on data onboarding, cleansing and standardizing so it will one day be useful in AI applications. It also uses AI when it come to data science and data innovation.

Engel added that AI appears to be polarizing with advertisers.

“Some are excited about it but don’t have clear use cases. Some are skeptical of the hype of AI being the business disruption panacea. Some are cautiously optimistic — stressing cautiously. So it may be early for advertisers as opposed to the agencies,” he wrote in an email. “As for PMG, we not only see AI possibilities in our client media programs but also in managing the operational complexity of our fast-growing business.”

More Events To Build Your Brand? Yes Please!

New Study Shows Brands Expect to Invest More in Events

The research surveyed more than 1,000 marketing professionals across the globe for insights on budget, technology, and more.

Looking for a top notch dose of what’s new, cool and works?  subscribe to Biz Bash at bizbash.com and you will find event nirvana!  Photos in this post are from a global tourism summit recently produced by Bennett & Company.  From chocolate cake for breakfast to a live social media wall it was the kind of brand building experience that accelerates awareness and is worth every minute of planning.

Brand experiences—from trade shows and sponsorships to virtual- or augmented-reality experiences and pop-ups—are an essential part of the marketing mix, and one in three chief marketing officers expect to spend as much as 50 percent of their budget on such experiences, according to new research from Freeman.

The 2017 Freeman Global Brand Experience Study, which the company commissioned from research firm SSI, surveyed more than 1,000 marketing professionals from North America, Asia, and Western Europe. Released Tuesday, the research shares insights on how marketing professionals view events and experiences, budget, digital and technology integration, and more.

According to Freeman, the results show that “more than nine out of 10 of them agree that brand experiences deliver stronger face-to-face interactions and more compelling brand engagements.”

As a provider of brand experiences, Freeman’s business is built on creating these types of events, and the company believes in their effectiveness, but it commissioned the study because “we wanted to validate that externally,” said Chris Cavanaugh, Executive Vice President & Chief Marketing Officer at Freeman.

“Experiences, when integrated with the marketing mix, build brand affinity, bringing people into the tunnel and dimensionalizing the brands,” Cavanaugh said.

While marketing professionals value experiences and plan to invest more in them in the next three to five years, the research showed that they have yet to make the transition. The top three ways brands are connecting with their audiences are their website, social media, and email marketing.

As brands look to invest in experiences, Cavanaugh said they should plan “highly personal, in-real-life experiences.”

The survey also asked about technology. It found that brands involved in more events—20 or more a year—are more likely to integrate technology into their experiences. Among this group, nearly 30 percent use touch-screen technology, 21 percent use location-mapping or beacons, 16 percent use virtual reality, and 15 percent have added gamification elements to events.

“These are highly engaged people who want to lean into events,” Cavanaugh said.

Very Cool Agency Offices – Why Spending the $$ Is Worth It

A cool office is worth every penny, and can bring revelations to you too as your design is a reflection of not only who you are but what you aspire your agency to be!cool-office-image-for-blogPutting time and money into your office attracts employees who are right for your culture, spreads the word about the agency (you’d be surprised how many people the FedEx guy talks to in a day and others who come to your office) and all studies show your employees are just happier and more productive.

This was written by Karla Cook | @krla_cook and posted on http://www.hubspot.com, thanks for great information!

cool agency officesIf you’re spending over 40 hours a week in a single location, shouldn’t you at least be comfortable?

Our offices are often our homes away from home, and a good office environment can help employees stay engaged, productive, and happy throughout the day. In fact, a 2003 study from the California Energy Commission found that just giving employees access to a window in the office had a significant impact on their work performance.

If just providing a window can make a difference, imagine what intentionally designing an office space with employee comfort in mind can do.

To showcase how marketing and advertising agencies around the world are accommodating their teams, we’ve compiled a list of 15 amazing offices. Ranging from minimal and clean to downright kaleidoscopic, these agency work environments are sure to inspire some office feng shui (even if that just means getting a new desk plant).

15 Examples of Cool Agency Offices

1) Leo Burnett Moscow

In early 2016, global advertising agency Leo Burnett found an unexpected place to house their new Moscow digs: a former Bolshevik confectionery factory. They converted the historic factory — originally opened in 1885 — into a sleek, modern space for their Russian team.

“We envision our office space as а modern art gallery,” the folks at Leo Burnett wrote in a blog announcement. “We wanted to keep everything simple. Every design element is integrated naturally into the space.”

The new space is anchored by an enormous sculpture of Leo Burnett’s iconic glasses — an homage to their founder and namesake, the late Leo Burnett.

Image Credit: Leo Burnett

2) Mono Minneapolis

When Minneapolis-based advertising and marketing agency Mono grew too large for their old office, they converted a 20,320 square foot urban space into a stunning open-concept location for their entire team.

The new Mono office balances industrial elements with cozy, collaborative spaces, such as a design library and kitchen.

Image Credit: Office Snapshots

3) 22squared Tampa

22squared wanted their new office space to be reflective of Tampa, so they made a point of using as many Tampa-based services and supplies as possible during the design process.

“It was crucial that this was a Tampa-led, Tampa-inspired space,” 22squared’s chief administrative officer Mike Grindell said to Adweek. “All of 22squared’s design partners were local Tampa companies, other than national suppliers like Knoll.”

The end result is a beautiful space with lots of natural light and comforting, casual elements like hammocks, bean bags, and womb chairs.

Image Credit: Adweek

4) 360i London

Collaboration is key for creativity, and 360i’s London location was strategically designed to encourage cross-departmental interactions and the exchange of new ideas.

The agency’s 11,000 square foot space is set up without permanent desks for employees. Instead, team members are free to roam between the office’s modular work spaces, which include noise-cancelling felt booths and a community kitchen.

“It might sound obvious, but it makes our staff so much more mobile than before,” James Townsend, 360i London’s CEO, said to Digiday. “When you’re anchored to a desk, often you feel you can’t get up.”

Image Credit: Digiday

5) TBWA Los Angeles

This is about as far from a traditional office space as you can get. TBWA\Chiat\Day’s Los Angeles home is decked out in otherworldly details, such as a massive gargoyle sculpture, a 1,000 gallon fish tank on wheels, and a bar made entirely of surfboards.

The eclectic space isn’t just fun to look at — it also suits a wide variety of working styles. Employees can work everywhere from recycled shipping containers to an expansive atrium nicknamed “Central Park.”

The agency converted this former pharmaceutical manufacturing plant into an unconventional daydream with help from Clive Wilkinson Architects.

Image Credit: Where We Design

6) Bubble Prague

Bubble, a content agency, might be on the smaller side, but their Prague office makes a major statement. The open, 3,552 square foot space used to be a printing press before it was converted into Bubble’s offices in 2016.

They retained many of the original area’s industrial touches, such as exposed beams, recycled wood, and massive double-pane windows that allow for free-flowing natural light. Chalkboards suspended from the ceiling offer employees daily inspirational mantras.

Image Credit: Office Snapshots

7) M&C Saatchi Mobile New York

M&C Saatchi Mobile’s New York office may look spare compared to some of the other offices on this list, but it was designed with “brutal simplicity” in mind.

“It’s not about cluttering the space with more things but keeping it simple, and that’s reflected in our culture too,” Eric Mugnier, the senior vice president of M&C Saatchi Mobile North America told Digiday.

The 8,000 square foot open office space includes minimal furniture, neutral colors, and exposed brick walls.

Image Credit: The New York Egotist

8) TM Advertising Dallas

This Dallas-based agency needed a fresh, flexible work environment for their growing workforce, and the architects at Gensler and HKS Architects, Inc. certainly delivered.

The bright, sprawling, 46,000 square-foot space is lit mostly by natural light, and features open, collaborative spaces conducive to employees who are always on the go. Pops of unexpected color on staircases and furniture contribute to the office’s aura of “casual, creative professionalism”.

Image Credit: Work Design Magazine

9) BICOM Communications Montreal

When this Canadian PR agency needed a new look for their office, they turned to Montreal-based designer Jean de Lessard.

The unique space is populated with house-shaped work pods that provide employees with a wide variety of different work environments. The houses, according to de Lessard’s website, “were customized according to their specific function, and randomly positioned to break the monotony and encourage spontaneous interaction.”

Image Credit: Creative Bloq

10) Zion & Zion Arizona

Zion & Zion’s office creatively balances industrial elements like concrete floors and unfinished wood with playful touches, such as a chalkboard wall, florescent pink panels, and vivid, minimal decor.

“This was an amazing opportunity to collaborate with a diverse creative team to design an innovative and energetic space,” said Rachel Usher, the lead designer on the project.

Image Credit: Zion & Zion

11) RPA California

RPA’s Santa Monica, California office is chock full of quirky details intended to inspire their creative staff, including a hanging cloud sculpture that lights up whenever an RPA client is trending on social media.

“We’re a creative agency, so we looked at the redesign of our space as an opportunity to provide inspiration — even in often overlooked areas like hallways and meeting room walls,” RPA’s COO Pete Imwalle said to Adweek. “Our favorite parts are the small details that you sometimes don’t even notice right away.”

Image Credit: Adweek

12) CP+B London

This stunning office in the heart of London was designed to accommodate CP+B’s busy creative team, with plenty of space for communal work, a mezzanine cafe, and quiet lounges complete with cozy, whimsical furniture.

The cavernous King’s Cross location underwent a major redesign in 2014 by the talented workspace designers at Trifle Creative. They replaced the flooring, designed a new seating system, and refurnished the space to better suit the agency’s needs.

Image Credit: Office Snapshots

13) FoxP2 Johannesburg

A departure from the bright and minimal aesthetic becoming common among agencies, FoxP2’s Johannesburg office takes full advantage of the building’s spatial limitations and quirks. Narrow rooms were converted into areas for library-style desks and vintage lockers for employees to store their belongings. Ceilings were left with their original piping and outfitted with exposed-bulb fixtures.

The core design inspiration behind the space was Thomas Edison’s research and development laboratory.

Image Credit: Office Snapshots

14) Merkle / Periscopix London

Merkle / Periscopix wanted to create an environmentally friendly space that also impressed visitors, clients, and prospective employees. The new entryway features reclaimed timber paneling, poured concrete floors, and places for potted plants. The unfinished wood is incorporated throughout the office’s many communal spaces to continue the environmental motif.

Image Credit: Office Snapshots

15) Dentsu Aegis Network Shanghai

Walking into global communications group Dentsu Aegis Network’s Shanghai office is like stepping into a kaleidoscope. Every inch of the space is covered in bright, inviting color, from the boldly patterned floors to the vibrant hanging light fixtures.

To prevent the color from appearing gaudy, designers added plenty of neutral elements into the mix, including polished wood floors and walls covered in high oxygen-omitting plants.

Image Credit: Office Snapshots

They’re Here – Gen Z Is Entering The Workforce NOW

Here’s What To Expect From Generation Z in the Workplace

Very competitive, accepting of others, a focus on quality over quantitygen-z-in-workforce

Given their focus on financial security, it’s not surprising that generation Z is poised to be cutthroat when it comes to getting jobs and establishing careers.

Jonah Stillman, a 17-year old from Minneapolis who, with his father David, wrote GenZ@Work, a book about how his generation will fare as members of the workforce. The pair conducted two national studies of 4,000 teens about workplace attitudes and preferences. They’ve discovered that these young people are in “survival mode” and believe they will have to fight for what they want. They would feel lucky to get a job, which contrasts with the common perception of millennials as feeling entitled to a job. Sixty-six percent of gen-Zers say their number one concern is drowning in college debt, and 75% say there are ways of getting a good education besides going to college.

generation-z-largest-generation-living-in-us-1024x568 “Generation Z is a very independent and competitive generation, having been taught by our parents that there are definitely winners and losers at life.”

“Millennials are the most collaborative generation, launching applications like Facebook and sharing everything with everybody,” Stillman says. “But Gen Z is completely different: They are a very independent and competitive generation, having been taught by our parents that there are definitely winners and losers at life. Millennials, on the other hand, were told that if you work together, everybody can be a winner.”

But even though they see the workplace as a battlefield, they are inclusive and tolerant of difference.

They grew up with a black man as the leader of the free world, with women in positions of power in the workplace, and with openly gay celebrities like Ellen DeGeneres, Anderson Cooper, and Neil Patrick Harris. “As a whole, gen Z is a very accepting generation,” Stillman says.