June 16, 2008No Comments

ON: Sites Worth Visiting

Over the last few weeks I have had a number of public relations representatives contact me to review their sites.  Due to the phenomenally busy week I have had, I have not had the time to get to the bottom of the ON in box.  So in the spirit of not falling completely off the radar - I have listed a few that that have ideas worth sharing.

Lipton Clear Green
The Incredible Hulk
Twix - Get The Girl
Nike: The Girl Effect
Stonehenge Decoded
Ford Flex
jetBlue - Happy Jetting

Clear creative ideas, sexy design, smart content and a cause you can stand for.

ON: Sites Worth Visiting via @jpenabickley

August 1, 20073 Comments

ON: Technology’s Place in a Marketer’s Brand

Today I was writing up concepts that were devoid of medium, they were pure ideas, pure messages.  Messages that evoked or contained emotion (shinny happy people).  On the way home as I putz-ed around with my new iPhone (yes .. I broke down and got one, and i love it!) I came to a conclusion on my approach to ideation. Its an idea no matter the medium.  One might express a creative vision for a brand in focus of the space they create in.

I am so tired of marketers approaching digital with fatigued or jaded attitudes.  Technology is not our focus.. Changing human behavior (buying habits) through the use of media is.

What technology has done is made it easy to do what was once burdensome and thus expensive. Technology has fundamentally linked the path of development in our (Western) society, and is wrapped up in our ideology. From time-to-time we use it as an instrument of our power relations as well.

Most often, technology is presented as a neutral enabler. However, on inspection, this is not the case all the time.  The web browser which enables us to seek out information and experiences does have its limitations, as does my mobile phone as does my television and even my car.  All mediums have limitations. As creative thinkers we must look as those limitations as opportunities to use creative thought in our executions.

In today’s marketplace of social media, social networks, vertical networks, in world networks and business networks we must target consumer behaviors as opposed to their age.  I think age and household income is important identifiers of the consumer segment, but the most important information we can have when crafting a brands strategy and relevant creative is… What are our consumers doing in our medium? How are they behaving online? 

When we answer that the ideas begin to flow and are naturally, simple and relevant.

Go forth and create!

ON: Technology’s Place in a Marketer’s Brand via @jpenabickley

July 28, 2007No Comments

ON: TracyLocke Digital Day – Online Video

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As many of you know I am the Vice President of Interactive in a traditional promotions agency.  For a marketer who was born digital and spent my career working in big digital shops (Organic, Digitas) or building digital shops (DigitalSolutions and BBG) the transition to TL has been an eye opening experience to the other side of the equation. Acting as the sole agency Digital Media guru I organized a set of sessions called Digital Days that gave our agency senior leadership access to  the best minds in the Online Video Revolution. This was the first in a series of what I hope will continue to be eye opening, educational sessions for traditionally trained marketers.

Today I am happy to present our first in a series of TracyLocke Digital Days- with a goal of educating and raising awareness of the plethora of cool digital strategy and tools..  Today we are focusing on the fastest growing phenomena of the Internet.  Online Video. 

The purpose of today’s sessions is to give you guys access to the movers and shakers within the digital industry. Each of our guests is an expert in a specific area of the digital video and advertising.   

This is an open forum with the presenters to gain access to their insights, case studies and best practices.   You have often heard me speak of no boundaries – and there are not many in liminal space… what we do have is best practices.

Today’s theme is “the Revolution is not being televised.”  It will not be televised in a conventional way or space.  How could we expect it to?  We do not live in conventional times.   Lets be clear TV is not Dead - But what you will learn today is that we must break from convention to keep up with our consumers.

We in the marketing industry are living in one of the greatest times because online video allows is to break from convention.  In 1971, Gill Scott-Heron wrote the “Revolution will not be televised”. I often ponder if he realized that his prediction would be so incredibly accurate.  He was clearly not talking about marketing.

I often said that the last twelve years of my career in the interactive space has been a time of living in liminal space.  After meeting Janet Kestin, the ECD who created the Dove Evolution video, last month I was inspired and reminded that after 12 years we STILL have no boundaries- just best practices.

In breaking from convention…The Revolution will not be televised…
It is being seen WHEN, WHERE and HOW people choose to see it. 

Our own industry has broken from convention...This year @ D&AD – one of the most challenging traditional advertising shows in the world, they gave the highest honor of the show to Tim Berners-Lee.  Tim invented the world wide web.  In 1989, he created an Internet based hypermedia initiative for global information sharing.  Tim Berners-Lee wrote the first web client server.  In 1990, he created the specification URLs, HTTP and HTML.  (these are all things we take for granted after 17 years)

I think this speaks volumes of where we are today. Our industry, the digital video industry has matured.  So has our consumer. Online Video has given our consumers the ability to talk to us – not in focus groups- but in a dialog, a video conversation, which is happening in real time.  Live.

On that note, I would like to introduce…

  • Sean Mahoney VideoEgg and The Egg Network
    The Egg Network is the Internets version of a cable network on steroids.
    Disruption of Traditional Media and Trends in Online Video Advertising
  • EyeWonder
    EyeWonder has quickly become the best platform for serving rich video and interactive video through online ads.
  • Matt Spielman Director, MTV Networks: MTV – The Generator is the Viacom owned Umbrella that has truly been one of the first  big media companies to change the way the do business to match the way consumers consume media.
  • Mike Hudak Co-founder & CEO Blip.tv: Blip.tv is quickly becoming the model to beat.  Mike Hudak and the team at blip has really taken the content space and created a model for people to make money from their content.
  • Mike Sheehan CEO, SpotXchange, Inc.: The first online video ad exchange.
    Video Ad Serving Trends, Localized video Content and advertising online
  • Mark Rosal Creative Director, Visual Goodness, Inc
    Designing for a video experience online. Experience Design 101 and Trends in Marketplace
ON: TracyLocke Digital Day – Online Video via @jpenabickley

July 2, 2007No Comments

ON: Scion’s Little Deviant

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Scion’s new boisterous looking xD is launching with an equally boisterous campaign. www.littledeviant.com sets the theme – a slick, interactive flash based site.  Its fun and informal tone pitches the car directly at Scion’s young male target audience.
In fact, it’s actually the youngest in the American market, with a
median age of just 38, compared to parent company Toyota’s granddad-like
54.

Rather than going mainstream with their advertising, Scion
keep it underground; guerrilla, web and cinema spots. You will notice right away how the whole theme represents something on a wider scale, and also the similarity between Apple
computers and Scion. Like Apple, they are pushing out products that appeal to an individual and creative group - thus the trend setting early adopters. This is the free thinking minority rebelling against the mundane masses - It’s very much like 1984 all over again.  The game makes a strong reference to one of Scion’s bold moves to set itself apart from the competition – customization.

And it’s done in a really fun way too – you get to rip the sheeple’s
apart and watch your little deviant customize himself with various
limbs.

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Unlike other car companies who offer air fresheners and dog guards, Scion sell a wide range of accessories to pimp your ride – including alloys wheels, air filters and various other pieces of plastic to make
you less attractive to the opposite sex. It’s a strong part of the
brand and the game emphasizes this well.  It’s important to highlight that it doesn't just
end up on a sales screen, oh no. You are rewarded with the opportunity
to to custom make your own little cardboard cutout of the new car, a
really nice touch that gives the viewer something tangible to take away
and cherish.

After this you can view the commercials, meet all the
deviants and then even place them into your own photos to send to your
friends or put on FaceBook. And note the lack of logos on the
characters; the brand doesn’t try and take over, it just becomes a part
of the furniture.

The campaign will continue in early June with comic books being handed out, missing sheeple posters and other various branded material, so keep your eyes peeled.

View the site at: http://www.littledeviant.com

ON: Scion’s Little Deviant via @jpenabickley

June 25, 2007No Comments

ON: Axe’s BomChickaWahWah

While I am not a 16 year old boy trying to turn on my girl with my sexy smelling cheap deodorant... i do see the appeal of the BomChickaWahWah campaign from Axe.  Axe Body Spray came out with a new scent. Instead of listing the boring
new ingredients, the agency created the New Axe "with added BomChickaWahWah" with an integrated approach to their marketing.

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The site is smart. hitting the site, the consumer is asked to select one of three regions
(Americas, Europe, Euroasia), appropriately you use a magnifying glass to roll over the scantily clad woman to choose your "region" which assists in audience segmentation
and communication of messaging.

Keeping with the mantra, "content is king," there seems to be something
irresistible about the many videos the AXE site has to offer (aside
from the attractive women dancing in sexually suggestive ways, I mean).

Picture_3

The
videos seem to be consciously aware that they are completely absurd,
and I believe that viewers will appreciate that. Axe walks a fine line
of offending women who might feel objectified, and turning-off men who
might feel that they are being reduced to sex-hungry dogs. But by
making the videos lean towards the absurd and campy, Axe shows viewers
that they are smarter than that. The company succeeds in carving a
positive brand image into the mind of the user, while at the same time
profiting from the classic "sex sells" technique.

View the site @ http://www.axebcww.com

http://axebcww.com/swf/external_player.swf?flvToLoad=http%3A%2F%2Faxebcww.com%2Fvideos%2Fmusic_video%2Fus%2Fbcww_video.flv

ON: Axe’s BomChickaWahWah via @jpenabickley

May 19, 20076 Comments

ON: Vitamin Water Knows Their Audience

This past week I was watching MTV and got a glimpse at Vitamin Water's newest :10 and :15 second simple spots that has taken platform of "The Smart Life" to a new place as they have ventured into television media and created a highly engaging new web site that educates, entertains and delivers passion points for a mass consumer who aspires to make smart choices.

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Using a great British voice the spots are quick and to the point and they drive to a medium that engages the consumer in their product offering.  Just Yummy!  Click on Try It (top left corner of the site) to see the :10 and :15 ads.

Vie The Site at : http://vitaminwater.com/

Below is an example of their :30 Sec spot that is running on ESPN.

ON: Vitamin Water Knows Their Audience via @jpenabickley

May 19, 20073 Comments

ON: Vitamin Water Knows Their Audience

This past week I was watching MTV and got a glimpse at Vitamin Water's newest :10 and :15 second simple spots that has taken platform of "The Smart Life" to a new place as they have ventured into television media and created a highly engaging new web site that educates, entertains and delivers passion points for a mass consumer who aspires to make smart choices.

Picture_2

Using a great British voice the spots are quick and to the point and they drive to a medium that engages the consumer in their product offering.  Just Yummy!  Click on Try It (top left corner of the site) to see the :10 and :15 ads.

Vie The Site at : http://vitaminwater.com/

Below is an example of their :30 Sec spot that is running on ESPN.

ON: Vitamin Water Knows Their Audience via @jpenabickley

May 10, 2007No Comments

ON: Digital Just Does It Better

Today I was playing catch up on my reading.  Three great articles jumped out at me.  First was the TNS Media Intelligence report on US Advertising Expenditures for 2006.  In the report it cited that
Internet display advertising grew by 17.3% in 2006, vs. a modest
increase of 4.1% for the industry as a whole.  The trend shows that marketers continue to
shift budgets towards targeted, digital media.

In my most recent experience I have seen marketers turn their existing upfront dollars to digital advertising that is measurable. The TNS's report also showed that Network Television
grew only 2.5%, although total spend was off-set by a big jump in
Hispanic TV ads.

As you know I have written much in the topic of how Digital is still be considered by marketers who fear change or are to lazy to educate themselves as "below the line".  That is not to say that a handful of executives on Madison Avenue have now caught on that consumers are skimming past their expensive ads.

Ad Age has just released its second Digital Fact Pack,  as well as has launched a separate Digital Channel
on AdAge.com.  Why launch a separate channel?  As the consumer's behavior has made the shift to Internet from TV unavoidable, traditional agencies and the marketers that they advise have glued their feet to the gas pedal with no other choice but to keep on
going. (i.e. the current 2008 upfront buys)

Now the PR guys are singing a sad song (great read by Matt Shaw, VP of the Council of Public Relations Firms: Advertising Posing as PR: Why They Want to Be Like Us (and What to Do About It) because their budgets have dwindled due to the fact that social media has been capitalized and tracked by digital agencies.

The fact of the matter is that great ideas are consumer centric - not channel specific.  Our job as creative marketers is to change and influence human behavior not make TV ads or glossy spreads.   Moreover, the high spending 18 to 35 year old consumer is online and engaging with brands as filters to their passions.  The creative marketers who have realized this are seeing a direct correlation in sales and consumer loyalty.   

ON: Digital Just Does It Better via @jpenabickley

May 10, 2007No Comments

ON: Digital Just Does It Better

Today I was playing catch up on my reading.  Three great articles jumped out at me.  First was the TNS Media Intelligence report on US Advertising Expenditures for 2006.  In the report it cited that
Internet display advertising grew by 17.3% in 2006, vs. a modest
increase of 4.1% for the industry as a whole.  The trend shows that marketers continue to
shift budgets towards targeted, digital media.

In my most recent experience I have seen marketers turn their existing upfront dollars to digital advertising that is measurable. The TNS's report also showed that Network Television
grew only 2.5%, although total spend was off-set by a big jump in
Hispanic TV ads.

As you know I have written much in the topic of how Digital is still be considered by marketers who fear change or are to lazy to educate themselves as "below the line".  That is not to say that a handful of executives on Madison Avenue have now caught on that consumers are skimming past their expensive ads.

Ad Age has just released its second Digital Fact Pack,  as well as has launched a separate Digital Channel
on AdAge.com.  Why launch a separate channel?  As the consumer's behavior has made the shift to Internet from TV unavoidable, traditional agencies and the marketers that they advise have glued their feet to the gas pedal with no other choice but to keep on
going. (i.e. the current 2008 upfront buys)

Now the PR guys are singing a sad song (great read by Matt Shaw, VP of the Council of Public Relations Firms: Advertising Posing as PR: Why They Want to Be Like Us (and What to Do About It) because their budgets have dwindled due to the fact that social media has been capitalized and tracked by digital agencies.

The fact of the matter is that great ideas are consumer centric - not channel specific.  Our job as creative marketers is to change and influence human behavior not make TV ads or glossy spreads.   Moreover, the high spending 18 to 35 year old consumer is online and engaging with brands as filters to their passions.  The creative marketers who have realized this are seeing a direct correlation in sales and consumer loyalty.   

ON: Digital Just Does It Better via @jpenabickley

May 2, 2007No Comments

ON: Digital Marketing Podcast & Course

This week I have begun preparing to coordinate a series of podcasts and lectures for brand marketers and traditional advertisers to be hosted by me and Mark Rosal @ Visual Goodness.

Taking queues and influenced by my fellow creative bloggers, I have created a 101 series to begin educating marketing executives, clients and fellow non-digital creatives on how to create and architect relevant consumer conversation by giving them brand story’s that are worth repeating.

My theory - while very Utopian - is that education free's the mind.

I have also resolved to complete my book on the Agency world.

https://s3.amazonaws.com:443/slideshare/ssplayer.swf?id=43743&doc=digital-marketing-101-5496

ON: Digital Marketing Podcast & Course via @jpenabickley
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