Category New Marketing

What, Me Worry?

I thought we’d build more schools than this. My advertising agency, aptly called School, has a mission to fund projects for impoverished kids across the world and has partnered with Pencils of Promise to build schools in Guatemala, Laos and Ghana. When we started the agency a little over two years ago, we set out […]

2014 Advertising Week (#AWXI) Speech

For those of you interested in the changing face of cause marketing — and the crazy hair flip I’m rocking — here’s a link to a recent speech I was honored to deliver at Advertising Week. Comments and diatribes welcome! http://adweek.mlbam.com/video/topic/94337640/v36709043      

SCHOOL HAS LAUNCHED

If the New York Times says it, you know it’s true: I and my partners have launched a new agency in Boulder called School. Check out the pretty epic NYT article here. I am honored and stoked to be working with Joe Corr, Shane Kent and Ryan Nikolaidis on our adventure to add meaning, purpose […]

NIGERIA’S FIRST EVER EXPERIENTIAL MARKETING CONFERENCE

I’m really excited to be a part of this conference — XMC 2013 in Nigeria — where I will be speaking. Truly looking forward to meeting people and learning new things along the way. There’s even a video with the most awesome voice-over ever. (Love how he pronounces my name!). Check it out below:

HELLO YOU….

I believe that creativity can solve anything. Yes, I know how trite and flippant that sentence seems. I’ve been trying to avoid writing trite and flippant sentences for as long as I can remember. What I mean is that when imbued with purpose and empathy and fearlessness, the process of creativity can lead to some […]

BRAND NEW WORLD…NOW FREE!

A friend of mine who teaches at ad school wanted to have his class read Brand New World. Trouble is, the publisher wasn’t able to get 20 copies together. Can you believe that? 20 copies. What utter incompetence! So then I thought: “Jeez, I should never have published this with Harper Collins Canada. What a dead […]

TV SPOTS ARE “TRAILERS FOR EXPERIENCES”

Finally, someone has said what I’ve been hinting at the past year: TV commercials are becoming either recaps of experiences (like the Hyundai test-drive spots, for instance) or trailers for experiences. The days when a spot can carry the message are over, because the experience is the message. Check out this interview with Shiv Singh, […]

PEPSI’S ANSWER TO COKE’S HAPPINESS MACHINE

I’m a fan of live advertising, especially if that experience surprises and delights people — giving them something more than just a message or impression. That’s why I’ve written about Coke’s Happiness Machine campaign — a campaign that tries to faithfully deliver on the brand promise in a way that a tagline just can’t. So […]

THE BEST OF CANNES IS EXPERIENTIAL

Many may disagree, but I think the Titanium and Integrated Lion awarded at Cannes is the most important (not the most prestigious) award. It is a thoroughly modern category, one that looks at a campaign holistically and not just as executional pieces like film, print and cyber. A Titanium award is also often very experiential […]

YOUR OWN BESPOKE RECORD, COURTESY OF THE KAISER CHIEFS

Talk about consumer empowerment! Radiohead had a pay-what-you-want model for an album. And now the Kaiser Chiefs have a take-what-you-want-and-get-paid model that takes crowd-sourcing in the music industry into a whole new realm. Working with Wieden + Kennedy London, the band let’s their fans to create and then sell their own personalized version of the […]

SAMPLING FROM TV…FINALLY

Leave it to Pepsi to finally make TV marketing somewhat useful. According to Ad Age, here’s how it works: Consumers download the iPhone check-in app IntoNow and hit it while the commercial plays on TV. Audio-fingerprinting technology then recognizes the ad and a coupon gets downloaded to your phone for a free 20-ounce bottle of […]

SCREEN-BASED MEDIA IS GAME-FOCUSED

In support of the (obvious) contention that the only experiential screen-based media is game-centric, here’s a quick reminder: John Riccitiello, CEO of Electronic Arts took the stage at the Ad Age Digital conference to make a pitch to advertisers: in terms of reach, games are bigger than all forms of entertainment, even and especially TV. […]

THIS IS SO PRECIOUS: AN EXPERIENTIAL BIKE

  I just love this. From NYC-based agency Breakfast, this project was in support of the Livestrong Foundation. http://www.youtube.com/e/Bb1UwQfeZIk