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December 21, 20083 Comments

ON: The Return of the Pink Slip Party

As many of the US's largest brands continue to feel the pinch of low consumer confidence, no new consumer credit and the downward spiral of 08 in to 09, many brands have revealed cuts and consolidation of their marketing dollars.   This week was especially hard for many on Madison Avenue as the ripple effect began to hit the agency world.

The social media channels were buzzing with hard copy of friends and former
colleagues who got the 2008 pink slips right before the holiday season.  Omnicom Agencies, BBDO, Organic, Proximity and Atmosphere BBDO PHD and TracyLocke are among some of the agenices who began to layoff their workforces.

While these cuts are devastating to the people who were cut; There is no time like the present to officially bring back the Madison Ave  Pink Slip Party

3586609
So you ask - What is a Pink Slip Party?
It's not new, it is a term that dates back to 1910.  The Pink Slip Party is a grass-roots phenomenon that gathers together
hundreds of professional workers and sympathizers to honor the passing
of the many companies that have shut their doors or have down-sized
throughout this market meltdown. he party is about solidarity and networking and connects the pink
slipped (and those who are nervous about being let go) with HR and
recruiting professionals at companies that are still hiring.  Aside from the usual commiseration between people crying in their cocktails this is a chance to have some fun and take advantage of what every pink
slip party brings.  YES - this is the perfect place for headhunters, direct-hire companies, and recruiting
firms to learn a little bit more about what you do. What you offer and why you could be someones next hire.
Maybe you'll meet a new contact, find a new job, or invent something new and find people who want to ditch the big corporate scene for an entrepreneurial start up.

So now its time for the Madison Ave peeps to join the already partying Wall Street folks.

If at First You Don't Succeed, Celebrate, Re-invent and Start Again!  This crisis could pose the biggest opportunity to change the way the agency world serves the ailing US marketers. 

To follow the slew of cuts on twitter follow and report info to http://twitter.com/adagencylayoffs

If you were recently tossed off the island here are a few resources that can help you.

ON: The Return of the Pink Slip Party via @jpenabickley

December 21, 20082 Comments

ON: The Return of the Pink Slip Party

As many of the US's largest brands continue to feel the pinch of low consumer confidence, no new consumer credit and the downward spiral of 08 in to 09, many brands have revealed cuts and consolidation of their marketing dollars.   This week was especially hard for many on Madison Avenue as the ripple effect began to hit the agency world.

The social media channels were buzzing with hard copy of friends and former
colleagues who got the 2008 pink slips right before the holiday season.  Omnicom Agencies, BBDO, Organic, Proximity and Atmosphere BBDO PHD and TracyLocke are among some of the agenices who began to layoff their workforces.

While these cuts are devastating to the people who were cut; There is no time like the present to officially bring back the Madison Ave  Pink Slip Party

3586609
So you ask - What is a Pink Slip Party?
It's not new, it is a term that dates back to 1910.  The Pink Slip Party is a grass-roots phenomenon that gathers together
hundreds of professional workers and sympathizers to honor the passing
of the many companies that have shut their doors or have down-sized
throughout this market meltdown. he party is about solidarity and networking and connects the pink
slipped (and those who are nervous about being let go) with HR and
recruiting professionals at companies that are still hiring.  Aside from the usual commiseration between people crying in their cocktails this is a chance to have some fun and take advantage of what every pink
slip party brings.  YES - this is the perfect place for headhunters, direct-hire companies, and recruiting
firms to learn a little bit more about what you do. What you offer and why you could be someones next hire.
Maybe you'll meet a new contact, find a new job, or invent something new and find people who want to ditch the big corporate scene for an entrepreneurial start up.

So now its time for the Madison Ave peeps to join the already partying Wall Street folks.

If at First You Don't Succeed, Celebrate, Re-invent and Start Again!  This crisis could pose the biggest opportunity to change the way the agency world serves the ailing US marketers. 

To follow the slew of cuts on twitter follow and report info to http://twitter.com/adagencylayoffs

If you were recently tossed off the island here are a few resources that can help you.

ON: The Return of the Pink Slip Party via @jpenabickley

June 29, 2008No Comments

ON: Dibs, A Conversation-Worthy Snack

"Appeal to teens and drive up household penetration." When we visited Dibs (Dreyers Ice Cream) in Oakland, CA last fall that was the goal. The snacking teens was the target. 

http://blip.tv/scripts/flash/showplayer.swf?enablejs=true&file=http%3A%2F%2Fbluefusion%2Eblip%2Etv%2Frss%2Fflash%2F%3Freferrer%3Dbluefusion%2Eblip%2Etv&showplayerpath=http%3A%2F%2Fblip%2Etv%2Fscripts%2Fflash%2Fshowplayer%2Eswf

Teens are not the easiest group to go after.  They need inspiration - and for adult marketers that usually takes some perspiration.  How do we do that and inspire long-term brand conversation in the snacking category?  Hmmmm.  "What do teens desire most?  What will get them to do almost anything???"  (All of the sudden I had a wicked image appear in my head. Remember the scene from FAME?  "Take off our shirt Coco") 

How does Doing Dibs Instead, talk to teens?  After a Flora Dora sitting at Five Ninth and a few notes on the back of a cocktail napkin the light bulb went off.  Aha! The idea could only take flight with a partner who could help us reach teens on every imaginable medium.

I called my buddies at MTV's Generator and we jumped in to action together.   Then and only then could we make people who Do Dibs Instead Famous. Thus the birth of the Dibs Film Festival.   

The Dibs brand could facilitate teens fame by holding a "Do Dibs Instead" Film Festival.   The festival could inspire earned media with a chance at something they desire most - it had to be something more than 15 MB of fame on YouTube.  We would allow their proclamations of brand love to be the next Dibs spot on MTV.

A full month after the launch at the MTV Movie Awards, the banner ads were live, the TV spots began driving awareness and the consumer generated videos in widgets were a blazing across the internet. Teens seem to be doing exactly what we hoped the campaign would do which was inspire Do Dibs Instead videos, organic content has began popping up and kids are buying packs of Dibs to appear in their home videos. We have done exactly what we set out to do. 

http://www.dibsfilmfest.com/myspace/widget.swf

We have inspired young consumers to begin a digital conversation about doing / choosing our bite sized snacks attempting to driving volume at retail. I had to buy 14 packs of dibs for my kids to complete their production!  (just do a search for Dibs Film Fest and see the content numbers grow) How many will you buy this summer to make your teen famous?  Show us how you Do Dibs Instead at http://www.dibsfilmfest.com

Behind Dibs Film Fest - The Big Idea

While the idea was simple - this was not an easy production. As many of you know I gave birth to this idea at TracyLocke then in between gigs (my move to Wunderman) I spearheaded the digital, along with the writing stylings of Snack's Jennifer Leuzzi, which serves as the conversation hub that the broadcast and out of home creative continues to feed into.

There were many production and technical partners involved.  Some of those partners were great... and others not so great.  When I look back at the the temporal design specifications what I see is a Behind The Music style list of functionality created to engage the consumer.  When I revisited it, the document tells an in depth story and shows which partners were miscast and which did not know how to follow Web 2.0 production standards. 

Judge for yourselves and visit http://www.dibsfilmfest.com

ON: Dibs, A Conversation-Worthy Snack via @jpenabickley

January 28, 20084 Comments

ON: An Evolution

Picture_2
The “Change” rhetoric of the political races got me thinking about the page I have turned in my own career.  This week will mark the last week I will serve as the Vice President of Interactive at TracyLocke.  I have accepted a position on a growing team of superstars at Wunderman/WPP.  I am looking forward to joining the creative leadership team that Nick Moore has assembled. I am joining one of the most talented, experienced, vetted and proven teams in the agency world.

Since 2006, I have written this blog and worked in the industry for 14 years to educate traditional marketers on the significance and vast reaches of the digital landscape.  Consumer demand, mass media saturation and the convergence of mediums now require marketers who want to compete to deliver relevant ideas anchored in past campaign insights.  Our goal is not to communicate – Our goal is to architect a long term conversation that will lead to a relationship using the tools of mass media in a new and different ways. 

I have explored, researched and worked with agencies for a while.  I have found that there are significant gaps in the experience it will take to change their organizations.  There is no more time to figure it out.  Our clients and their consumers are demanding the strategy, planning and inspiring creative it takes to compete.

What some of us are witnessing and taking part in is an “evolution” at its fundamental roots.  In biology, evolution is a change in the inherited traits of a population from one generation to the next.

A positive change and less painful evolution is impossible and will not happen without the experience of past experiments, failures and learnings.  This approach is not new for marketers and creatives who grew up digital - we have spent our careers in BETA.  It is the way we will have the biggest impact for our clients.

In a week when people are making endorsements and making choices for the future – I choose an organization with the right stuff baby!

Wunderman & WPP = The Right Experience to Change.
I join a team made up of experienced marketers who, in their own right, hold a legacy of leadership, innovation and ideas that have lead to change.  Wunderman is one of the largest, most experienced global marketing services networks in the world.  Its history and legacy are rich.

Wunderman helps powerful brands inspire consumer action. We believe strong, lifelong, profitable customer relationships result from getting the right people talking, the right way, at the right time.”

I am looking forward to blogging my experiences, learnings and work as a creative leader on a proven team.

ON: An Evolution via @jpenabickley

January 20, 20082 Comments

ON: Gigya

Designing the perfect experience is what drives me when i come up with an idea.  When I was designing the digital experience for Room-A-Day, I needed to find something that could be used for acquisition, conversion as well as retention. 

The Kimberly-Clark widget was created with the fundamental tenants of CRM 2.0 with the power of  mass social media reach.  I did countless hours of interviews with different widget companies, played with different interfaces and designed several scenarios . After all that play, one stood out as not only the strongest multi-platform installer,  but it also gave me the strength of a rich media ad server and ad network. 

Gigya_logo_2
Many of you have asked how The Kimberly-Clark Widget was so easy to implement across all social media platforms.  The answer is a phenomenal partnership with a widget platform (Wildfire) and ad network (Gigya).  While we created the idea, designed the video and widget interface, it was Gigya's Wildfire that let us do what we do best - which is the strategy and idea.  Gigya's technology has facilitated many more installs than we anticipated for the campaign.

See My Endorsement In Related Press:

ON: Gigya via @jpenabickley

January 20, 20081 Comment

ON: Gigya

Designing the perfect experience is what drives me when i come up with an idea.  When I was designing the digital experience for Room-A-Day, I needed to find something that could be used for acquisition, conversion as well as retention. 

The Kimberly-Clark widget was created with the fundamental tenants of CRM 2.0 with the power of  mass social media reach.  I did countless hours of interviews with different widget companies, played with different interfaces and designed several scenarios . After all that play, one stood out as not only the strongest multi-platform installer,  but it also gave me the strength of a rich media ad server and ad network. 

Gigya_logo_2
Many of you have asked how The Kimberly-Clark Widget was so easy to implement across all social media platforms.  The answer is a phenomenal partnership with a widget platform (Wildfire) and ad network (Gigya).  While we created the idea, designed the video and widget interface, it was Gigya's Wildfire that let us do what we do best - which is the strategy and idea.  Gigya's technology has facilitated many more installs than we anticipated for the campaign.

See My Endorsement In Related Press:

ON: Gigya via @jpenabickley

January 14, 20082 Comments

ON: Kimberly-Clark’ s Room-A-Day Giveaway

Where you watching the view this morning? 

TracyLocke, Kimberly-Clark and ABC's The View launched the Room-A-Day Giveaway promotion today.

Picture_8

Visit www.roomadaygiveaway.com or use the widget below to enter for a chance to win 1 of 16 $25,000.00 prizes.

ON: Kimberly-Clark’ s Room-A-Day Giveaway via @jpenabickley

January 11, 20083 Comments

ON: Kotex In Central Park

Splashnews_spl13595_015
Caught!!! 
The Kimberly-Clark Dancing Packages go celeb on TMZ! 
Watch them chase The View's Sherri Shepherd in Central Park on Wednesday.

Campaign Coverage:

Remember to watch The View to see our Kick-off show!  Grab the widget today! (install it on Facebook)

I am proud to have been one of the team leaders at TracyLocke that lead the creative campaign (TracyLocke developed the Room-A-Day Giveaway Promotion - Branded Entertainment on The View, TV Ads, RoomADayGiveaway.com, Widget, Radio,Print and In Store / Customer Marketing)

For those of you who are new to the promo - See how Rosie launched us!

ON: Kotex In Central Park via @jpenabickley

January 11, 20082 Comments

ON: Kotex In Central Park

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Caught!!! 
The Kimberly-Clark Dancing Packages go celeb on TMZ! 
Watch them chase The View's Sherri Shepherd in Central Park on Wednesday.

Campaign Coverage:

Remember to watch The View to see our Kick-off show!  Grab the widget today! (install it on Facebook)

I am proud to have been one of the team leaders at TracyLocke that lead the creative campaign (TracyLocke developed the Room-A-Day Giveaway Promotion - Branded Entertainment on The View, TV Ads, RoomADayGiveaway.com, Widget, Radio,Print and In Store / Customer Marketing)

For those of you who are new to the promo - See how Rosie launched us!

ON: Kotex In Central Park 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

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