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Kyle Leigh – Senior Digital Strategist

Intern Interviews: Rachel Bloch

 Q. Tell me about your career path. How did you get to where you are today?

A. When I was finishing up my graduate programs I got a job at a small real estate brokerage company. I did all of their marketing and social media. Working on websites and brokerage websites. In a way, I was there to fill holes. I got a job with a small economic analysis firm when I graduated, doing all of their advertising and business development as well as social media. They were government funded, and in 2011 the threat of losing funding meant that we lost all of our projects.

8:30 am on a Friday I met Eric [Holwell], struck up a conversation about skiing, and he offered me the job. Two years later here I am.

30889_580941531553_791202_nQ. What was your position when you first started at Bayard?

A. Digital Accounts Specialist, started off just doing Facebook and Google campaigns, and worked my way up.

Q. What did you do before you entered this occupation?

A. I did a lot of freelance work in graduate school, because I knew how to do a little bit of web development and design. I did some Google campaigns, and I always kind of wanted to work for an advertising agency.

Q. Where did you go to school before you started working at Bayard?

A. University of Denver for undergrad and grad school. I majored in International Business in undergrad, and received my International MBA with a focus in global political economy.

Q. What does your position entail?

A. I would say I’m the problem solver. I fill holes. I oversee all of our SEM social media campaigns, as well as some of our lighter web development projects. I also have 2 clients of my own, that I own and manage. One is Healthcallings.com, and the other is a client that does franchise lead generation.

Q. What particular skills or talents are most essential to be effective in your job?

A. Figuring things out. Being able to use Google. Seriously. Sometimes you can find the answer to your all of your problems on Google. Critical thinking is incredibly important.

Q. What do you wish you knew before you started in your career?

A. Spreadsheets, spreadsheets, spreadsheets, and client relations.

On to the fun questions!

Q. What is your favorite TV show?

A. Top Gear

Q. What are your hobbies outside of Bayard?

A. Skiing, and my puppy dog Ziggy

Q. Favorite Quote?

A. “Double, double toil and trouble, fire burn and cauldron bubble”. Shakespeare’s Macbeth is my all time favorite.

Q. What do you like most about Bayard?

A. The freedom. I can jump on any project, take any initiative, and make anything awesome.

One of Bayard’s Newest and Noteworthy: Deborah Correa

Intern Interview – Hillary Bergman

As a University of Michigan Literature and Language student, I am constantly being challenged, yet captivated as a Digital Strategist Intern at Bayard.  It seemed that this was what the advertising world was all about, and that I would just have to get up to speed on-the-job if I wanted to continue in this field without switching my major.  That was, well, until I met Deborah Correa, Bayard’s copywriter.

She only arrived this past December, but has been critical to us ever since. Her previous experiences include per-project based freelance film writing, and working in the creative department of Disney.  Having been a documentary filmmaker and fashion blogger, combined with her having a degree in filmmaking and writing, has translated to bringing unmatched creativity to our campaigns. debbie

The majority of our interview consisted of me scrambling to write down every word she said, because the advice she was sharing about being a copywriter was truly smart and achievable.  Correa stressed the importance of having good ideas, and following that with good execution.  Similarly, she said that understanding that different clients expect different things is important, and you have to be able to work with all of them.  Obviously, writing skills are critical, too.  Other tidbits that I learned from her include the necessity of knowing language and grammatical skills better than anyone else.  “People notice good writing,” she said, “Most people write the way they speak, which isn’t grammatically correct, and you have to be able to tell people when they’re wrong and then be able to show that; you really just have to know more than they do.”

When asked how the copywriting division is changing with the times, Correa replied, “Social Media is changing, and what works in those fields.  It is most important to know your audience.”  Bayard writes banner ads, website ads, mobile ads and more, and the same copy format doesn’t necessarily work for each of those different platforms.  “It’s about figuring out how to be creative with non-creative stuff…it’s important to work with the currency of ideas,” Correa noted.

In my efforts to compile a list of what everyone here believes is differentiating about Bayard, Correa told me that, “Bayard is in a niche market, specifically recruitment marketing; it’s the bread and butter of the company.  We have big clients like LG but what we do is really try and get in the head of the jobseeker.” Furthermore, that would include jobseekers in whatever realm they are looking to pursue.  This makes Correa’s job especially important, because she has to create new copy for all of our clients, many in different markets.

I asked her to share with me the process of getting copy from conception to customers, and she laid it out: “First, there’s a kickoff meeting with the client and the creative director, then research, brainstorming…a lot of trial and error.  Sometimes you just have to stop and take a step back from the idea and it could come to you over the weekend or something. For something like the Expedia career site, there is a lot of strategic thinking that takes a lot of time.  With a lot of these ads, we have to help redesign and rebuild these company’s ads and sometimes their brand strategy.”  I then paused and questioned, “but with a method like this, would you say copywriting is creative, or mechanical?”

She responded matter-of-factly, “Firstly, and most importantly, it is creative.  The beginning is creative and then the execution is mechanical.  I’d say it’s more creative than mechanical.”

A lot of her advice opened up my eyes to what is actually required of working in the advertising industry, versus everything we see on Mad Men.  Correa stressed, “The hardest thing is that some of the clients don’t know how to tell their own story in a compelling way, which is why they don’t always know what they want.” Insert the trial-and-error period, and the root of our services.

Correa’s final words are now essential to me in my pursuit writing, as an English student, and as an aspiring advertiser.  She simply told me to write; to write a blog about something you are interested in, something you can showcase.  She told me to work for mastery of writing, and to make sure it can stand on it’s own.  For example, if you have a fashion blog, yet are trying to be an editor—regardless of topic—make sure that your writing skills shine through.

 

Spotlight on Gregory Parker, VP of Client Services

Intern Interview – Hillary Bergman

Hey everyone!!  I am Hillary, the newest Digital intern at Bayard Advertising Agency.  Throughout my summer here, I will be interviewing some of the people who have made Bayard what it is today. This morning, I met with Greg Parker, VP of Client Services here.  Currently in his 11th year at the firm (starting out at Sherman Advertising, our real estate branch), he was able to give me a ton of insight into the industry, as well as its benefits and how to make it.  Read on for a compelling yet quick glimpse into the lives of one of Bayard’s most accomplished executives.

Greg Parker working hard at the New York office.

Greg Parker working hard at the New York office.

Q: What skills or talents and personal qualities do you believe are required for someone in such a competitive industry?

A: Definitely attention to detail, an organizational approach in a timely manner and obviously, getting the assignment done properly and correctly.  You need to have the ability to speak with a client, understand what they want and be able to communicate that to the art department.

Q: What do you like most about what you do?

A:  The process. Starting out with an assignment or project, figuring out the needs of the client, and completing the list of tasks and carrying it out.  And also the people I work with.

Q: Tell me about a typical day in the life of, well, you.

A:  Every day is literally different.  I come in on Monday with an empty calendar, and somehow by Wednesday I have gone to a ton of meetings and the calendar is filled. When I come in in the morning, I review the list of the day, and deal with issues that have come up overnight since I left for work.  I prepare for meetings; I have a lot of meetings and conference calls usually in the afternoons.

Q: Do you do anything outside of your position for the company?

A:  Well, I deal mainly with trucking, but there’s LG Solar that I work on which is cool because it’s a consumer product.

Q: What does a typical career path look like for someone in the advertising industry?

A: Starting out somewhere in account services, like as an assistant account executive or an account executive.  If you can show them that you can carry out an assignment, even if it’s small, through media, art, and back to the client, and through all of the different levels of responsibility and show that you really own your assignment you definitely can move up.

 Q: What past experiences were key to your success at Bayard?

A:  You know, I said this in my interview actually, but being a waiter through high school and college.  Being able to manage 10 tables at a time, understanding that people will be impatient and rude, remembering their orders…working with the customers is like working with the clients.   Being able to keep a straight face, and the organizational skills I learned there definitely translate over to this.

Q: How do you see your division in the advertising industry changing within the next 10 years?

A:  I started in 2004 here, and I was doing 90% print ads, hardly any digital.   But now I’d say its 90-10 online versus print, and it’s going more so in that direction.  We used to have to cast a wide net with an advertising campaign, reaching maybe 30,000 people and the ad was not necessarily relevant to all of them, but now with being able to track cookies on the Internet and things like that, we can narrow our online advertisements to target a more compartmentalized group of people.

Q: What are the current trends in the industry?

A:  As far as degrees, a lot of people are coming in with marketing or communications or advertising degrees.  There are more online or digital ads.  Knowing how to use Google Analytics and such… it’s helpful to have that knowledge.

Q:  What do you think differentiates Bayard from its competitors?

A: The people.  The people on creative services, the digital team and the account team, and all of their expertise and care.  The leaders of those teams are smart, and can provide customers with the expertise that really puts us ahead.

Q: What are some of the more satisfying aspects of working at Bayard? 

A: It’s definitely nice to work at a bigger agency, with a small field.  I like that it’s family owned, and some of the people here have worked here 10, 20 years.  It’s very relaxed if you need to go to the doctor or an extra day off, as long as the work gets done.

Q: Do you have any advice for someone hoping to enter, or who has just started working in the advertising industry?

A: Get your foot in the door, and impress somebody.  Starting as an assistant account executive, you should really sink into your subject matter and own each assignment given.  Some people don’t carry out an assignment through the end, but you should really bring a project from the first step all the way through completion, and ask questions all along the way.

Q: What are some of the more interesting projects you have worked on at Bayard?

A:  LG Solar, and some of the trucking clients I work on; it’s a really fascinating industry, and one that I really didn’t know anything about beforehand, with its market place and media specificity.  Anything you can think of from a pen to a shoe has been on a truck. Also some of the real estate clients, after doing the marketing and advertising for a building and now it’s a part of the Skyline, it’s pretty cool.

Q: What were your pre-conceived notions about the advertising industry?  If so, were they met?

A: I actually didn’t have any, probably because Mad Men wasn’t out yet.  I knew I wanted to work for a small company so I could learn a lot and I wanted to be involved with something that included both business and creative.

Q:  What are some of the stereotypes you hear about the advertising industry?

A:  Well Mad Men is the barometer for it now, coming up with an idea and bring it into a meeting with the clients, but they don’t know the rounds after rounds of an advertisement, and all of the meetings and the long hours, and that is what really is our job.  No one is Don Draper.

How to Obtain a True “Work-Life” Balance

By: Sandy Schest

May 20, 2013

How to Obtain a True “Work-Life” Balance

Do you work to live or live to work?  Is it possible to achieve an equal work-life balance?   I thought so until I watched Dan Thurmon’s presentation at TED.  There were a couple main take-a-ways that I think can really help to improve your “work-life balance.”

It’s unrealistic to think that you can obtain a 50/50 work-life balance.  I stopped believing long ago that I was a champion multi-tasker.  I’ve learned that if I focus on the item at hand with my complete, undivided attention, I can accomplish a lot more…and make my work more efficient.  Having said that, I’ve also learned how to switch between numerous tasks at a moment’s notice and give those tasks my complete attention.  I’ve found this system, along with some organization, to really help in my professional and personal lives.  To do this, you need to focus your energy and become engaged in the “art of balance”.  You have to balance the aspects of your life according to what’s important to you.  If all aspects take top priority, then you probably need to re-prioritize.  According to Thurmon, there are 5 Spheres of Success (in no particular order) that you should focus on balancing….and I happen to agree!

  1. Work
  2. Relationships
  3. Health
  4. Spirituality
  5. Personal Interests

These “spheres” are always interacting together, creating an infinite pattern that helps you connect.  By learning to give a little here and there, you are able to grow, serve others (your clients, bosses, family), love and learn.  If you evaluate your focus and vision and concentrate on what you want, you allow yourself to move outside of your comfort zone to achieve these visions.  You need to learn to harness the power of your purpose and leverage it in your favor.  Launch into uncertainty with energy and drive, lean forward into changes and take them head on.  Overall, you will feel more organized and balanced.

Be unbalanced on purpose.  Being unbalanced is okay if that’s what you set out to do.  The goal is to be unbalanced on purpose, not in response to what’s going on in your life.  By beating yourself up on this “idea of balance,” you restrict your own opportunities.  Balance is all about the patterns in your life.  Transcend your current patterns if you want to grow; you have to be somewhat “off balance” if order to learn.  If you can keep grip on each pattern, you will learn how to thrive in an unbalanced environment and it will prove to be an effective method.

I challenge you to let go of the pursuit of a work-life balance.  Focus on each “Sphere of Success” with your full, undivided attention.  I encourage you to view the presentation first-hand.  It will definitely change your thoughts on the work-life balance

Off Balance on Purpose

How to Stay Up to Date in an Industry That Changes Daily

By: Sandy Schest

May 14, 2013

How to Stay Up to Date in an Industry That Changes Daily

When I first started at Bayard over a year ago, I was hired as a member of the digital team.  I had a hand in every account that had any sort of digital aspect, managed online ad campaigns and assisted in developing social media pages, landing pages and microsites.  Being just a year out of college, I constantly struggled with a routine to stay up to date on all of the digital changes and trends in the industry.  After a while, I developed a little system so that I could stay knowledgeable on the products and industry I represented.

  • Read Up

I spend an hour or two everyday reading relevant blogs and forums.  To be considered an expert in my industry, I need to stay up to date on what’s going on.  The digital world changes on a daily basis and to keep up with the changing trends, I need to invest a good part of my time into researching the changing industry.  I have a set list of sites I visit every day, not including the random articles I come across from numerous sources.

  • Stay Connected

When I was in college, I checked my Facebook account multiple times a day. Now that I have a career, I find myself checking LinkedIn multiple times a day.  Not only do I check out my connections, I browse different companies and influencers.  There are influential CEOs and business people that post articles to LinkedIn on a daily basis and the content they add is fascinating.  When I find myself reading more than one article written by the same person, I follow them on LinkedIn as well as Twitter.  If I really like the article, I will tweet about it and tag them in my post.    Because I am in the advertising industry, I have a lot of agency related companies and people that I follow, as well as numerous groups on LinkedIn that I belong to.  Because of this, I have multiple sources that I can visit for trending information.

  • Get Social

In my opinion, Twitter is the most effective way to communicate via social media.  Overall, Facebook may be more popular, but there is so much other information weighing a viewer down.  On Twitter, you search your feed, click on relevant or interesting links and then read the article.  You can go on Facebook with the intention of checking recent posts and messages only to end up on your friend’s- cousin’s- college roommate’s- brother’s profile 2 hours later having never checked those messages.  Twitter does a great job of sticking to its intended purpose- an effective communication platform.  While anyone can become distracted from one article to the next, I think Twitter does a good job of keeping people interested enough to stick to the feed for long periods of time.

I joined this industry, not just for the distinction of working at an agency, but also because I wanted to work in a constantly changing environment.  Learning something new every day, whether it is about my clients or the industry, keeps my position exciting and new.  After all, they say if you find something you love, you will never work a day in your life.

 

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Bieber Fever in Denver

I made a bold decision last night. I braved not only the cold, but also thousands of screaming, purple-wearing tween girls, in order to enter the Pepsi Center to see none other than Justin Bieber and do some “advertising research.” The Biebs and I only go back 3 years when I stumbled upon his “Somebody to Love” music video online. I instantly became enthralled with his George Harrisonesque hair-do, angelic voice and impressive dance moves. The kid had talent and I was about to succumb to what is known as Bieber Fever.

It might seem a little ridiculous that a 27-year old woman like myself legitimately enjoys listening to Justin Bieber, but I can’t help it. In past months I have wondered what would happen to the Biebs when he entered manhood. His innocent voice would deepen and either ruin his career or evolve into something he can work with. If he really has talent he should be able to overcome puberty right?

The Biebs is currently on his Believe tour, which I was fortunate to experience from front row, club level seats. The album Believe released its first single “Boyfriend” on March 26th, 2012 letting fans around the world hear what the Biebs’ transition into manhood sounded like. I personally wasn’t a fan of the single, which was co-written by Biebs and Mike Posner. I felt that it was an easy song to mask his changing voice, but fans disagreed making the song number two on Billboard’s Top 100. Was this a result of finding a successful song for his new more mature voice, or because he had already established himself in the music industry? I was anxious to hear what else the Biebs had come up with for his third album. He had already made the decision to change his hair, no longer having the Bieber bangs I once fell in love with. He caved in style by combining house music with R&B in his next single “All Around the World.” Eventually he hit a soft spot for me personally with “Die in Your Arms” by sampling Michael Jackson’s “We’ve Got a Good Thing Going.”

Is musical talent relevant once you have established celebrity? The Biebs currently has over 30 million followers on his Twitter account @justinbieber. The size of his audience and influence he holds on Twitter is a pivotal reason for advertisers to pay attention to Twitter. With just one tweet the Biebs can reach a large chunk of a valuable market. For example when the 2011 Egyptian Revolution was going on, the Biebs tweeted to his then 8 million followers discussing the topic. He managed to influence discussion among youth that may not have been informed of the situation otherwise.

The market for Justin Bieber is not only incredibly large, but vast. Suffice it to say, I was still intrigued with him so when the opportunity came to attend his Denver concert on January 7th. 2013, I most certainly did . I went with a group of friends all in our late twenties and all still influenced by the Biebs. We were instantly divided by the copious amounts of girls running and screaming. Parents lagged as their young went crazy in a fashion similar to Lord of the Flies. Kids ruled the Pepsi Center and parents had no control over what was to come next.

I took a good hard look around once I was seated and noticed that the audience was uninterested in the concert opener Carly Rae Jepsen. Girls were fidgeting with their homemade signs declaring their love for the Biebs, parents were busy texting and security was for the most part in control… at that point. Then the audience screamed, which caused me to scream, when the timer appeared on the big screen marking a ten minute countdown. People were in a frantic. It was as if everyone was late to catch a flight. What felt like the longest ten minutes of the year ended with Justin Bieber himself being flown out by tacky angel wings only to descent on stage and immediately bust into song and dance with “All Around the World.”

The concert primarily played new songs and only sampled small portions of his old ones that shot him to fame. I failed to see him in concert when he was a true value to society as a singer, but that still doesn’t mean he isn’t influential. There was an interlude video emphasizing the change that the Biebs is going through and how he has to adapt his voice to new songs as part of creating an adult identity. I understood that as an attempt to re-market him as the man Justin Bieber. He finished the concert strong with a two-song encore featuring “Baby” and “Boyfriend,” while breaking young hearts around the audience sending them home for their 10pm curfew.

Justin Bieber knows how to entertain a crowd, whether it’s singing a cappella, playing his own instruments such as drums and guitar, caressing the face of the “One Less Lonely Girl,” or referencing what a toll the altitude is taking on his performance, he is a performer. He holds a role in our society that influences millions of people and remains a valuable channel of communication for marketers. Although he has managed to train his new voice to sing and maintain pitch, one question remains: Will he be able to keep a presence in the music industry and continue to remain marketable or will he struggle to find a musical identity as an adult?

2013 Resolutions, Priorities and Goals

2012 is gone and done with. The last few months were so busy that I literally forgot to make some resolutions for 2013. Besides the standard resolutions of eating better and actually working out, there are more important, goal-oriented resolutions to focus on.

Obviously I have poor time management skills if I have forgotten to make resolutions. According to a Forbes.com article, Benjamin Franklin came up with an approach to change personal habits that allow for proper time management. Primarily focused with changing character traits, Franklin suggested that people should be as honest with themselves as they can about what they want and why they want it. This is the foundation for how you will factor goals into your day. Franklin pointed out something that I think a lot of people tend to ignore: Listening to your own body. It’s important to pay attention to your body such as energy levels, both mental and physical, and understand what affects them positively and negatively. The better you feel then the more likely you won’t let little things stress you out during the day. When focusing on daily goals set fewer priorities. Focus on two things that are important to you that day and focus your energy on accomplishing them to your standards. Whether your priorities are work related or personal, you can achieve them with the right mindset. It’s important to focus on the task in front of you opposed to the overall bigger picture.

My goals for 2013 revolve around time management, fitness, and starting a professional career. As a graduate student who works and has an internship, I find it hard to find time for myself and I have lost track of a lot of my priorities such as running and cooking healthy meals. Those are both things I enjoy that relax me, but my schedule has made it difficult to do them both. By practicing better time management skills I can accomplish my fitness goals as well as organize my life a little better. The end of graduate school is looming, which means I will have another life-style change to adjust to. I have to prepare myself for the reality that a job might not be there when I graduate and that I might have to experience the stress of unemployment. If things go the way I would like them, then I will finish 2013 with a career underway. Given the opportunity for a career calls for a whole new set of goals revolving around professionalism. For me personally I know there is a light at the end of the tunnel and I just have to work hard to get there and feel accomplished.

There are many ways you can incorporate social media into securing that you accomplish your resolutions. Create a Tumblr account and blog about your goals. If it’s fitness, talk about fitness. If it’s about your job, use it as a tool to track your successes and recognize your failures. You can also tweet your accomplishments. Acknowledge that you achieved something and share it with your followers. If they do the same, it can be used as a motivational tool. If you are an active Facebook user, take advantage of the timeline. I know many of us are still dissatisfied with the Facebook layout, but it’s a useful tool to gage how you spend your time and whether or not you are actually working on achieving your goals and to remind yourself of the positive things that you just had to post. You might even realize that you express a lot of negativity and realize that you need to make some changes.

So start 2013 off right. By using social media and taking the time to focus on what you really want to accomplish, 2013 can be a great year. A few months in you can look over everything you’ve tracked and give yourself a pat on the back for your progress. Sometimes its hard to really see that you are changing and succeeding and through social media you have it all right in front of you.

Thoughts from a Graduate Student on Facebook and Issues of Freedom of Expression

Facebook and online censorship is a common topic among users of the site. Many recent or soon to be graduates are told to limit the information they share on their personal profiles for professional purposes.

Most employers probably look up potential candidates online and if that means peeking at a prospect’s Facebook page, you might have some things to consider. In fact, according to a CareerBuilder survey, 37% of employers are looking up candidates Facebook profiles to get a general sense of how professional the candidate might be. On the other hand, 12% of employers look at candidate’s profiles to find reasons why they shouldn’t hire them. Facebook started as a more personal social networking platform vs. a professional one like Linkedin.

I use Facebook for personal reasons to connect and share information with friends and family. I feel it is a great networking platform between friends and not with employers. I have my profile setting set to private to prevent my page from showing up on a simple Google search. Facebook and privacy settings are constantly changing making it difficult to be a private user.

However, there are some bigger issues revolving social media platforms than job searching and privacy settings. Freedom of expression is tightly linked to the internet and generally allows users to express themselves without heavy censorship.

The protest in Egypt on January 25th, 2011, challenged some of the issues regarding the internet, Facbook and freedom of expression.  Activist Wael Ghonim credited Facebook as a contributor to the success of the Egyptian people’s uprising against former Egyptian President Hosni Mubarak. Ghonim reached out to many Egyptian youths through Facebook to encourage the ouster of Mubarak. It was through online communication and organization through Facebook that helped encourage the protest. This leads to questions surrounding the proper uses of Facebook as a social platform and how it is ultimately governed.

So we’re told we can’t be too explicit with our personal profiles, but we can create pages that encourage political protests? Ghonim’s page titled “We are all Khaled Said,” was originally created to commemorate the death of Khaled Said, who was beaten to death by a police officer for promotion drug possession online. The page later emerged as a platform for Egyptian activists that was used in conjunction to share photos and images of police brutality that led to the internet temporarily being shut down in Egypt. So what exactly was the purpose of the censorship? Was it because of the content associated with the images or the actual promotional of a political revolution?

Monitoring personal Facebook pages when it comes to job searching seems trivial when people in other countries are using the social platform for news and other forms of communication.

Now Facebook is allowing its users to vote on December 10th on proposed changes to its policy regarding privacy changes and data use and how it is shared. Facebook’s latest privacy change would allow information to be shared publicly with its photo-sharing service Instagram. In addition, the changes would allow advertisers to message users directly and change user settings that control who can send and receive messages on Facebook.

So what was intended to be a social networking site to connect users with friends and family has now become a site used by employers to weed out applicants, a site to encourage political change and a site to help advertisers position specific ads to target demographics. Where do we draw the line of censorship? Users are told to limit what they post to avoid problems with getting a job. Countries are told they can’t use the site to communicate newsworthy information because of the sensitivity of the content but yet it’s ok to share user’s information with public companies such as advertisers?

Facebook shouldn’t have to box its users with invisible guidelines of what should and shouldn’t be shared on the site especially when there are privacy options. To allude to a sense of privacy and yet share user information is a violation of trust. Users need to understand that they can’t have their cake and eat it too. Underneath it all, Facebook is used to connect people with the world, and unfortunately a world outside of friends and family. Advertisers and employers are going to be there no matter what the privacy guidelines are. The best practice is to self-censor personal pages and leave the rest up to Facebook to decide when content isn’t appropriate.

 

Advertising a product without Advertising

Nokia was one of the first brands to produce cellular phones popular with the Generation Y crowd. Maybe we can credit Zack Morris for starting the cell phone craze amongst high school students back in the 90’s, but the fact remains that anyone in their late twenties and early thirties most likely had a good old-fashioned Nokia brick of a phone that made them the envy of their peers.

Developing a brand goes beyond creating a personality for the brand. Development extends to the consumer experience of the brand. Nokia as a brand has in the past has seized opportunities to capitalize on the needs of its consumer market by including a game console in the mobile device. Brain D. Till and Donna Heckler state that brand positioning lives in the mind of the target consumer. Consistent with this idea is the concept that a brand as a product or service must perform in conjunction with the message being transmitted.

Now that all big name cell phone manufacturers are put in the ring to compete against the iPhone for smart-phone market share, Nokia has taken on the challenge to present its products to the same demographic. But how does Nokia efficiently position its brand with consumers and demonstrate the desired experience behind its messaging?

Last year, Nokia UK launched its newest version of the windows-based Lumia smart-phone by capitalizing on the messaging behind Lumia. The name Lumia can safely be assumed to have come from the word luminous, relating to light. The brains behind Nokia reenacted a similar performance from the previous year that used a 4D projection on London’s Millbank Tower. They hired someone their target demographic would identify with to surprise London with a secret and intimate concert, which was one for the books. Nokia hired a larger than life DJ named Joel Zimmerman AKA Deadmau5. Deadmau5 is known for his artistic use of the latest computer technology to develop sets that often inspire his music on the fly.

The show in 2011 was just the start to the “This is Lumia” campaign and effectively coordinated messaging reflective of the brand and more importantly the product itself. The young UK population is known for loving fun, dance music and technology. This year Deadmau5 returned as an unofficial brand ambassador to light up London square. The campaign this year was called #switch, which encouraged the masses to switch to something different.

Nokia’s use of Deadmau5 to softly advertise for their product surely peaked the interest of those that attended the show, and the millions that tuned into the live stream of the events. This creative, albeit expensive, soft advertising technique brings up some great insight into advertising products. Experiential advertising is nothing new, but is becoming the norm in a digital age that is at your finger tips. People crave experiences to connect them to the product.

This campaign makes us think about the future of advertising. Maybe it isn’t always about stuffing your message into every piece of collateral you produce, but rather approaching all campaigns with fresh perspectives. Sometimes subtlety and innovation are better than shouting your message from the rooftop.