You might have the perfect outfit and amazing food, but we showed that what really makes a moment special, is having a bottle of La Crema.
It’s always nice to do some work that does some good. We had the pleasure of creating a campaign that showcases a few of ECS’s many success stories over the 30 years they’ve spent bettering the lives of homeless people in SF.
Heat is a creative agency that believes in the power of surprise to solve problems, build brands, and turn ordinary customers into raving fans. And we are looking for an Art Director who is a great storyteller as well as a great designer. Our future Art Director shares our passion for creativity and innovation and is also an all-around good person. We like good people.
- Concept, present, and sell through creative presentations, which tie together multimedia channels and customer experiences
- Be willing to roll up your sleeves and see through the execution of creative ideas from concept through tactical production tasks, ensuring the highest level of design quality (yes, from kerning to classic graphic design best practices)
- Collaborate with teams of writers, designers, producers, strategists, media folks, and developers to create smart and surprising creative solutions to solve our client’s marketing challenges by putting the consumer at the center of the experience
- Stay current on trends, culture, and events; bring inspiring external insight into the work that you do with us; and have a natural curiosity for data
- Have a self-starting, entrepreneurial spirit
- Bachelor’s degree required
- Minimum of 3years of creative agency experience
- Excellent portfolio showcasing storytelling, conceptual, and executional skills
- Solid design and visual editing (clean) design – we want to see craftsmanship in your skills
- A passion for innovation, technology, and making things that consumers will appreciate
- Excited to work in a dynamic, fast-paced agency culture, with the flexibility to change gears for different clients
- Good sense of humor and plays nice with others
- Shark diving or tennis (3.5 or higher) a plus
Is it because of the commercials? Is it because Warren Sapp is such a great dancer?
Or is it because most of the NFL GameDay crew have Super Bowl rings and know what the heck they’re talking about?
Since Oreo “dunked in the dark” during those idle minutes when the lights went out in the Super Bowl, there’s been a lot of of back and forth — and plenty of complaining — about real-time marketing. People have questioned whether brands should even try to participate, but that horse is out of the barn. Real–time marketing works better because it is better. It’s more on topic, more interesting, and more entertaining. And it’s not going anywhere, so we may as well figure out how to do it right.
There is plenty of evidence that it works, so we owe it to our clients and ourselves to incorporate it into the mix. Pointroll says they see it work 4.7X better than standard. Schwab saw it work 3X better than average. Nearly three-quarters of consumers in this eMarketer survey indicate they think it’s more effective than average. So plan on seeing increasing amounts of budget get dedicated to real-time marketing.
Obviously, these examples are historically, laughably bad and would never have been approved by the senior marketers within their respective organizations. While one might think that poor taste caused the catastrophes above, the actual issue these examples highlight is a larger, structural flaw in real-time marketing right now: a lack of management control. The current construct of real-time is reactive, and because it’s reactive, it’s outside the normal controls of the approval process.
Fixing the reactive nature of real-time fixes what’s wrong with it. For every brand, you’re more relevant at some moments than others. If you’re a brokerage, it’s going to be the day when the Dow drops off a cliff. If you’re a beverage, it’s going to be the day when a heat wave is roasting half the country. If you’re EA SPORTS, it’s going to be the day when your two star athletes are going head to head.
The point is, you don’t always know when you’re going to be most relevant, but you do know what the market conditions will be that cause you to be relevant. And you can plan for that. All you have to do is shift your planning from “what did we do last year?” to “when are we going to be most relevant, and what can we do in those moments?”
Planning for real-time is the future. By getting ahead of the action, you can plan, budget for, and — best of all — approve all of your messages, avoiding the dreaded news-jacker effect. Instead of relying on social for a rapid-fire response, you can react through your regular media plan, reaching a broader audience and staying relevant longer.
The best part?
Anyone can do it. It’s as simple as:
- Identifying the upcoming moments when your brand will be most relevant
- Pre-creating (and approving) the assets that you’ll need for those moment
- Executing the plan
You don’t need a social newsroom with expensive software. You don’t need a bunch of complicated modeling. All you need is to think clearly about what’s going to drive interest in your brand, and plan for what you do when those things happen.
So what will be the big moments for your brand in February or March? It’s time to start making some assets.
- Mike Barrett, Managing Director of Communications Planning and Media
To kick off our “Homeless, not Hopeless” campaign that showcases the 30 years of great work that Episcopal Community Services has done, we hosted a little party. Food was prepared by a few of the talented caterers from the ECS CHEFS program, which trains homeless people to work in the culinary industry. And as a special treat, local band The Stone Foxes kindly donated their time to come play a set and show their support.
We used this not-so-subliminal BLT billboard to get people excited for Kendall-Jackson’s annual Heirloom Tomato Festival.