Next Big Design

Thursday, November 20, 2014

It’s Time to Evaluate Your Client & Agency Relationships

Even the best client & agency relationships need to be evaluated...

Let’s get down to the facts:
Fact: 88% of clients claim to speak their mind freely to their agency while 36% of agency partners would agree
Fact: 90% of agencies say they truly understand their clients business but only 65% of the other halves agree

As you can see, there is a big disconnect here and it leads you to wonder what other vital information is your counterpart missing?

Join us next month at the Client & Agency Summit where we break down the walls in these relationships and get to the core of what you expect and need from your agency or client. We created this summit to expose the issues in seemingly perfect relationships and help you work towards being better… together.
Client & Summit brought to you by FUSE
December 9, 2014 // New York City


View the full agenda here: http://bit.ly/1ufiUON

Here’s the Inspirational Speaker Line-Up:
Sarah Armstrong
Director, Worldwide Agency Operations
The Coca-Cola Company



Brett Colbert
Chief Procurement Officer
MDC Partners

Ed McFadden
Senior Group Manager, PMG
Target

Stephen Gates
Vice President and Creative Director, Global Brand Design
Starwood Hotels & Resorts Worldwide

Bob Kantor
Chief Marketing and Business Development Officer
MDC Partners

In the spirit of truly meaningful relationships, we are offering a group discount - Register 2 people for $800! Invite your client, or your agency representative, this is an event that you don't want to miss. Register here: http://bit.ly/11H3QUj

Best,

The FUSE Agency Client Summit Team
@NextBigDesign
#BetterTogether14

Tuesday, November 11, 2014

Did You See That “Snap”? How social media is becoming more focused on visuals

How many Snapchats have you sent within the last hour? When was the last time you chatted on the phone or saw the recipient in person? Snapchat is quickly becoming the new means for communication as the enticing image based, concise text focused, app allows users to conveniently keep in touch. While traditional advertising via TV, billboard, and radio are ongoing, advertising through a platform where users have chosen to accept ads and want to see them can bring effectiveness to another level. Consumers barely look up from their phones when walking the streets… or even driving, for that matter. What are they looking at? Snapchat, Instagram, Facebook- apps that require minimal mental engagement yet provide short and fast entertainment while walking down the street.

With about one in three millennials currently using the platform, it only makes sense for brands to step in and capitalize on the situation. Unique and eye-capturing content is the only route to take when trying to engage with consumers via the time constricting app. Snapchat allows marketers to connect with fans in a simple yet memorable way with the advantage of prompting impulse purchases due to the fact that the message will quickly vanish!

 Photo credit: LA Times.Business

From “snapping” coupons to consumers to offering sneak-peaks, this type of marketing is on the rise and will only continue to grow as these real-time, image-based apps emerge. Now lies a great opportunity to step in and start a trend of connecting with consumers before it too becomes commonplace.

Furthermore, Instagram has also become a great source for advertising. There is so much that can be captured in an image and distributed to “followers” that allow this platform to take giant strides in a marketing sense.

In choosing to “follow” a certain brand, the user commits to seeing all image posts that brand populates. In the consumer’s eye, the brand must narrow down their single post to the best, most memorable and action inducing image and/or saying to capture the attention of the user. In doing so, the consumer is no longer bombarded by continuous and exhausting ads as that ended up in “un-liking” a brand’s Facebook page in the past. Instagram creates a visually appealing platform for consumers to glance down at and connect to while on-the go.

Gain a competitive advantage by seeing who your followers follow. What other companies are they following? What are they posting? Any potential partnerships? How will you incorporate these ever-growing trends into your marketing plan?

Janel Parker, Market Research Consultant at SKIM, an international consultancy and marketing research agency, has a background in Marketing and Psychology from Cornell University. Her previous experience at a social media agency combined with her knowledge from SKIM provide for a unique understanding of the relationships between social media and marketing. She can be reached at j.parker@skimgroup.com.

Monday, October 27, 2014

Save the Date: Agency Client Summit Brought to You By FUSE

The producers of FUSE are excited to debut the inaugural Agency Client summit.  Produced in partnership with A Better View Consulting, this entirely collaborative experience is designed to inspire a new model of partner collaboration. By harnessing candid input at the intersection of client struggles and agency frustrations, this groundbreaking new event will be the catalyst for more productive, mutually beneficial relationships that endure and thrive.
Save the Date
Agency Client Summit brought to you by FUSE
December 9, 2014 // New York City
Better...Together

Register by October 31st and Save $100 of the standard rate: 
http://bit.ly/1v9UoiY 

Through fully facilitated sessions, agencies and clients will work privately as separate groups to calibrate existing partnerships, solve for key challenges and brainstorm a new model of mutual success and value.  Following the private sessions, the group will unite in blended teams to visualize a new path toward creating relationships with purpose that endure and thrive. Visit the website for more information: http://bit.ly/1v9UoiY

Onsite leadership and inspiration from:

Stephen Gates
Vice President and Creative Director, Global Brand Design,
Starwood Hotels & Resorts Worldwide

Brett Colbert
Chief Procurement Officer,
MDC Partners

Ed McFadden
Senior Group Manager, PMG,
Target

This summit is designed for both agency and client leaders and is a must attend for those with specific agency or client management responsibilities.

Agencies of focus:
Advertising
Design
Marketing and activation
Brand strategy
Shopper marketing
Insights and Research
Innovation and product development 
Client side departments:
Brand and Design
Marketing and insights
Innovation and product development
Procurement

Join us as we help bridge the client agency gap. Register today: http://bit.ly/1v9UoiY 

Best,
The FUSE Agency Client Summit Team

#BetterTogether14

Wednesday, October 1, 2014

Who knows you better than yourself? Amazon and Nike to name a few

Open up Amazon. Immediately suggested items pop up based on your profile and past purchases. Open up any website. Ads pop up based on your previous Internet searches. Open up an item purchase page, and suggested complementary items are found just below.

Years ago, I thought customizing your Nike’s was outlandish, but now, it seems the Internet is being customized for me. It it amazing how tailored the Internet has become to enable users the most efficient and effective shopping experience. As if online shopping was not already convenient enough, we now have customized interfaces that narrow down to items of your interest with no effort on your part involved. So long brick and mortar; online shopping is paving the way with advancements day in and day out.


As data becomes more and more available, companies are taking the opportunity to take advantage of this and use it as a weapon for mass shopping. Not only does this customized interface make it easier for you to shop based on your [assumed] preferences, but it also makes the consumer feel as if the brand knows them and increases brand loyalty. This type of customized experience, known as prescriptive personalization, is becoming more and more popular as online retailers compete for the huge online audience that will only continue to expand.

This type of assumed personalization does can become a bit scary when it begins to predict our life. Think: Target…pregnancy.. ring a bell? How futuristic did that sound and that was only back in 2012 when Target was able to predict a teen’s pregnancy using purchase history and predictive analytics? While it can become a bit daunting to know the internet may be better at picking your preferences and knowing about your life than you do yourself, it is only fair for them to do with the abundance of publically available free data.

The topic of customization has continued to take forefront in the consumer world for many years now. I am interested to see how this continues to develop and impact our purchase decisions.



Janel Parker, Market Research Consultant at SKIM, an international consultancy and marketing research agency, has a background in Marketing and Psychology from Cornell University. Her previous experience at a social media agency combined with her knowledge from SKIM provide for a unique understanding of the relationships between social media and marketing. She can be reached at j.parker@skimgroup.com