Agencies are split. They are bifurcated, balkanized.
Advertising from sales promotion. Creative from media. TV from digital. Brand from business. Consumer from B2B. Social from experiential. Strategy from execution. Content from Identity from Innovation.
Each responsible for their deliverable. None accountable for the client’s success.
And paid to treat decision makers as if they’re split too.
Rational vs. emotional. Buyers vs. brand users. E-mail responders vs. mobile app users.
But decision makers aren’t split. They’re whole human beings. Hearts and minds together. Real people who think for themselves and are susceptible to social influence as well.
Whole people who respond to whole brand experiences. Amazing, coherent, inspiring brand experiences that move them to engage, to hope, to trust, to desire, to share, to dream, to buy and to bond.
The experiences you create, and the purpose and meaning behind them, are what people talk about. They share, rate, report and buy experiences, and as they do, reputations are formed.
We have lived on the split side, worked in those agencies, large and small, every one of us as experts in our own silos, cut off from the whole.
We each chose the whole brand experience. The integrated, cross-trained team. The challenge of collaborating with the client to create the whole solution.
Here we are gladly accountable for the deliverables, but equally we are anxious to share accountability for your reputation, your brand and your growth.
We help our clients inspire people to make more inspiring decisions and form more empowering habits, connections and partnerships.
We work to be worthy of that whole partnership, and we’re as proud of our results as we are of our work.
Because today, your brand isn’t what you tell people it is. Your brand is what people tell people it is.
Our clients are responsible for building brands and businesses simultaneously.
This often means urgently lowering the cost of acquiring customers and revenue while launching, relaunching or refreshing the brand.
Brand + Business Building.
Often, before we started working together, these leaders felt they alone bore that responsibility and perspective. Lots of people had solutions to sell them, but fitting those solutions together into a whole wasn’t anybody’s problem but theirs.
When we started working together, for the first time they had accountable partners responsible for growing the business and brand, and able to speak in the language of the CEO and the board too – the language of results.
Not all of our clients are public companies, but recently some of our public clients have released results that I’d like to share.
Weight Watchers has just posted their fifth straight quarter of membership recruitment growth, and marketing is credited to helping drive the growth, of which DiGo played an integral creative role.
Weight Watchers’ Member Rolls Rise for First Time Since 2012
After last year’s tax season, Jackson Hewitt moved their account to DiMassimo Goldstein, and the company has just reported our first results together. The short of it is that we preempted the rest of the industry and, with our smaller budget, outperformed everyone, including H&R Block.
Jackson Hewitt Announces Strong “First Season” Results
These are public companies turning a corner. Their management teams are tight and urgently focused on results. They can’t sacrifice brand for revenue or revenue for brand – they need both urgently.
In this, they have a lot in common with our growth-stage clients who are changing industries and bringing the new world of Direct 3.0. The marketplace is changing quickly around industries, and while we help our clients seize the opportunities in Direct 2.0 platforms and technologies, we help them transform marketing for the marketplace beyond with powerful direct brand experiences – Direct 3.0. (Here’s a video on Direct 2.0 to whet your appetite for learning more about Direct 3.0.)
If you are at a giant company with a strategic sourcing department and a matrix management structure, you probably can’t hire us because you probably aren’t on a team with a leader who really is responsible for building both the brand and the business, and because you probably can’t really use a truly integrated, accountable partner of our size.
But if you are at the moment of extreme focus in your business where both marketing results and brand value are urgently essential to building the value of the enterprise, then finding true partners may just be a possibility worth considering.
If the results referenced above prove anything, it’s that when your brand inspires action and those actions build your brand, some wonderful things can happen.
If that’s what you’re working on, know that we are with you!
A social world favors brands and businesses that are social to the core.
Too many marketers think of social as a channel, and others think of social as merely an opportunity or a challenge.
Social is more than that, as we’ve seen with the dramatically outperforming campaigns of a series of near-instant billion-dollar brands, from Dollar Shave Club to Warby Parker to The Honest Company. But social brand thinking can also relaunch, refresh and revive brands with their roots in the pre-social age.
We proved it for Memorial Sloan-Kettering when we shifted the center of its brand marketing from reiterating its superior care and outcomes to empowering and giving voice to heroic cancer patients through our “Talk Back to Cancer” campaign. The growth of Memorial Sloan-Kettering since the launch of that campaign has been phenomenal.
We proved it again when we helped Weight Watchers put its members in the center, using our patented Selfifesto® process, and helping to turn around recruitment.
Refreshing a brand for the social world means starting with reversed assumptions. Instead of thinking of a “target” whom we need to seduce, we think about how a prospect becomes a user and then becomes a brand-lover and loyalist.
We reimagine the brand from the user’s point of view. We realized that in a world of choice, what matters is people choosing to use our brand and our marketing as part of their own campaigns for themselves! If we become part of the user’s campaign to be more, better, happier … we win.
For us, the old way is anti-social thinking, and the new way is profoundly social thinking. Social brands just win.
We track all the KPIs on our brands, every single day. So, I can assure you that this isn’t some crunchy philosophy, but rather a key insight with geometric effect on the bottom line.
It’s simply the way brands outperform today.
I like awards.
There, I said it.
No, this doesn’t mean that I conduct my work with awards in mind. And it doesn’t mean that I’m selfish, or narcissistic. It means I’m human.
And yes, it’s possible to like awards and still be virtuous. In fact, most award winners are. They hold their work to a higher standard. They put in the extra hours. They care.
But they care about the award too, because awards carry influence, and award winners know that better than anyone.
Not just for the athlete or the recording artist, but for the restaurant owner, the real estate agent, and the business executive as well.
So I don’t feel bad when I say that awards matter, and you shouldn’t either.
That’s why I am so thrilled to announce that I have been named one of the judges for this year’s Gramercy Institute Financial Marketing Strategy Awards!
Having been to many of Gramercy Institute’s events over the last five years, I have been fortunate enough to experience firsthand just how much value this award can offer — and my business is better for it.
This particular award recognizes strategic excellence in financial marketing, and the winners will be invited to and recognized at a ceremony in front of the world’s best financial marketers. If this interests you, the deadline to submit an entry is February 15. You can enter and find additional information on the website HERE.
Wishing you an award-winning career.
-Mark DiMassimo, Chief