Analysis & Opinion

Consumer Pulse: Smartphones. So Smart, It’s A No-Brainer.

Smartphones are increasingly becoming the “third screen” in consumers’ lives. Driven by the benefits of enhanced utility and versatility, smartphone penetration will increase to about 20% of the mobile phone market within the next few years. Apple’s iPhone has initially driven smartphone growth – other brands will continue to accelerate the adoption of smartphones, including… Read More

CSX: Transporting a Brand Forward

[/caption] Challenge: Increase awareness and improve opinions of transportation giant CSX. Solution: Show that CSX is a responsible way to ship the products we love and need. CSX is one of the biggest transportation companies in the U.S., but few people know exactly what they do or how important they are to our day-to-day lives.… Read More

So, you want to make a viral video?

Why not? It’s cheap. Easy. You can put it on YouTube and not have to pay for any media. Wishful thinking. The fact is, you don’t determine what becomes viral. The consumer does. Creators, marketers, even YouTube itself are often surprised at what goes viral and what doesn’t. There’s no real formula or blueprint, and… Read More

Information delivery is the new advertising

There are times in advertising when the hard sell just isn’t appropriate. And that’s the situation we found ourselves in with our work for Joint Advertising Market Research & Studies (JAMRS), a division of the Department of Defense. Our mission is simply to get parents talking about military service with their kids.  It’s an intensely… Read More

Grain Foods Foundation: Making bread into art

Challenge:Educate moms about bread’s nutrition while supporting people in need Solution:Turn consumer-generated art into meals for hungry families How do you get Moms to engage with a message about the nutritional value of sliced bread?  The fact is, we all love to eat it, but we may not necessarily want to read about folic acid… Read More

Four Seasons: Big ideas from tiny details

Challenge: Evoke the emotional experience of the world’s leading luxury hotel brand Solution: Focus on the tangible and intangible things that please discerning guests The kind of traveler who stays at Four Seasons appreciates the finer details in life. A beautifully turned bed. A perfectly mixed cocktail. A moment that captures the essence of a… Read More