Written by James Nieman, Integrated Marketing Manager
The lifespan of a CMO can be short. Some barely last six months. Most don’t make it to see year three.
You don’t have to be most. And you won’t be.
Not if you have the right solutions. Not if you’re surrounded by the right people. Not if you hire the right agency.
And the right agency – the agency that employed CMOs have built fortunes with – is a brand response agency.
That’s because these CMOs – the type of clients that we work for – know that you don’t have to choose between brand building and brand selling. In fact, the idea that the two are mutually exclusive activities is a total myth.
That doesn’t stop most CMOs from believing it. That’s fine. You’re not going to be “most” CMOs… you’re going to be great.
Instead, the marketing campaigns that reap the most profit contain a combination of the two. All activity builds the brand. All activity drives response. We know this because it’s what we’ve been doing for the past 20 years. We know this because we’re the world’s leading brand response agency.
That synergy is hard to achieve. But, when the right people are working to achieve it, it works wonders.
When Warby Parker set out to sell eyeglasses directly to the consumer, they knew they needed to be inventive. The home try-on program immediately increased sales, but it also created a unique buying experience that made them distinct. It was iconic. It drove brand value up while lowering the cost of acquisition.
You don’t work for Warby Parker – we know that. But you could work for the next Warby Parker. The next Dollar Shave Club. The next Casper.
So what can a brand response agency do for you?
A brand response agency gets you the short-term results you need:
– Increased sales
– Increased leads
– Lower cost of acquisition
So that you can impress your shareholders and bosses. You’ve already surpassed the CMO you were brought into replace.
But a brand response agency also works to:
– Increase brand value
– Reach and acquire totally new sectors of customers
– Develop brand devotees
– Achieve price elasticity for your products
A brand response agency helps you build a brand that you know will prosper in the future.
A brand response agency gets you to year four.
A brand response agency separates you from “most CMOs.”
When we talk about marketing, we talk about “the target” or “the consumer.”
But, when we approach design in a human-centered way, we think about “the user.”
The person we’re designing this for.
I have a radical belief about marketing. I believe that there’s so much of it that, if it is to effective as promotion, it must first be chosen.
I believe that we have to change our thinking.
FROM: Marketing is something that companies do to promote
TO: Marketing is something people use to inspire themselves to change
I find that when we change our thinking in this way, we change our results. Dramatically.
If you’ve read this far, it’s because you’ve chosen to.
Because you feel this post may be helping you make a change you want to make or take an action you want to take.
HERE’S AN INSPIRING ACTION: When we talk about marketing, let’s stop talking about “the target” and start talking about “the user.”
Let’s apply human-centered design thinking to marketing.
– Mark DiMassimo, Chief
One thought per slide, the best presentations tell a complete story, with insights and ideas. Here are the 7 steps to a great presentation:
My day begins with a loud alarm at 6:15 a.m., but I typically press snooze four or five times before getting out of bed. After a routine morning of getting ready for another day of my internship at DiGo, I make my way to the station in hopes of finding a seat on the train. Nine times out of 10, I’m in luck… but I’m always squished.
An hour later, I make my way out of Penn Station into the incredibly hot summer streets of Manhattan. I arrive at 220 East 23rd Street and like most days, I decide to take the stairs. After a 30-minute walk, I figure the extra steps help complete a good thigh workout before getting into the day. I make my way through the office toward the patio conference room, which has been my little spot for the past couple of months. That being said, you can catch me in all areas of the office, as I can’t stay in one place for too long.
Once at my desk, I immediately open my laptop to check my emails and calendar. Once I have an idea of what the day has in store, I head over to the kitchen to make myself some iced coffee and cool down. Yes – I admit, that’s me who takes a bunch of cubes in the morning – but at least I fill it back up, right? I see the same few faces every morning in the kitchen, always talking about the latest episode of a television show they watched the night before. I typically try to block out what they are saying because I am always behind on the few shows that I actually do watch.
I make my way back around the office to check in with my manager, Casey. Just a few adjectives to describe Casey so you can get a sense of who I work with: one of the sweetest, most hard-working and diligent women I have met, and I truly mean that. Casey informs me with updates from clients and assigns tasks that need to be tackled. I have definitely mastered making research-based decks!
Once back at my desk I begin to create a to-do list to prioritize everything that needs to be done. On a typical day, I’ll then receive an email from Louise telling me that if I need any help whatsoever, to ask her. Lou always finds the time to sit down with me and create timelines always being sure to explain the reasoning behind each date. I must say, that is one of the great benefits of working for a smaller company – I am not just “an intern” but part of the DiGo team. P.S. If you ever have free time, sit in on a meeting with Lou and watch her type a mile per second and catch every detail. It’s UNREAL.
Each day consists of a few internal meetings, brainstorms with other teams and client conference calls. Just sitting in on meetings with members from the creative, strategy and media teams has helped me gain a better understanding of how the agency works as a whole. At least once a week, I check in with my main manager, Nehal, who is always rocking a cute dress that soon gets added to my “must buy” list. So far there are eight items, which I know my bank account will not be too happy about. As a team, we go over each client’s current projects and the next steps.
One memory that I will always remember from my time at DiGo was when Nehal and Casey sent me out to pick up a magazine that featured some of the creative work we did for a client. I ventured out to Barnes & Noble (yes, I took the stairs) and picked up a few copies. When I opened it up to the page that featured our work, chills ran down my arm. It was so amazing to see this ad from start to finish and be part of something impactful.
Side note: If the rest of the DiGo team thinks their area of the office is the most fun, they are wrong. No matter the day of the week, there is always some music playing , but it all depends on the mood. Typically, at the beginning of the week the songs are a bit mellow. John Mayer playing and some light singing, but by Thursday and Friday, Kasey and Morgan break out some Blink 182 and sing along to “Drop It Like It’s Hot.” Can’t go wrong with some Snoop Dogg. But you really know it’s Friday when you catch James singing throwback jams – always a crowd-pleaser. I’m happy I am able to help Raquel out and add some brunettes into the account area, as there is a high proportion of blondes.
But all jokes aside: If anyone ever says they don’t like their internship, I know why. They don’t work at DiGo. It’s as simple as that. When you work in an exciting environment with amazing people, it motivates you to get up and go to work each day and continue to be inspired.
-Liana Starrantino, Client Fulfillment Intern
At National Jewish Health, we breathe science so you can breathe life. Breathing science is life.
Today is a fairly busy day, so I plan to write on the go and cover my day in short snippets. Here goes:
8:40 – I greet Luis, the doorman, as I hurry to get inside the air-conditioned luxuries of 220 East 3rd Street. Tip – don’t wear dark tones when you have a 1-mile walk to work and the temperature is already nearing 80 degrees at 8:30 a.m.
8:47 – I head to the agency kitchen to make a cup of iced coffee. After briefly catching up on some world news, I’m ready to start my day.
9:00 – Though I am a strategy intern here, I have always been fascinated with the creative side of the business. A few weeks ago I got the chance to speak with Antonio Fragoso, who is one of the agency’s brightest copywriters. After a short discussion, we scheduled a lunch where we would sit down and he could share his creative process with me. With the approval of my strategy manager, Maddie, I began to ask Antonio and Art Director Katie Renfroe if there were any side projects I could help them out with. One thing I have noticed is that people at DiGo are open and inviting.
This morning I am in the process of writing manifestos for a particular concept that is being developed. Exciting stuff, but hard work nonetheless. One of the insights that Antonio shared with me is that while the creative process is fun, it can also be quite wearying. Often, coming up with the best concepts is the end result of hours of hard work. Eventually, genius does strike, it’s just a matter of getting there.
11:00 – I have a meeting with Megan Yoniak, who is the talent acquisition and HR manager here at DiGo, for the midsummer check-in. Megan, who’s always full of positive energy, enters the meeting with a smile and a coffee in hand. During the meeting, we evaluate how my internship experience has been. The purpose of the meeting is for her to find out how she and DiGo can make my experience as valuable and beneficial as possible, and it’s nice to know that this is a place where interns are cared for like that. They want me to learn and grow just as much as I do.
11:25 – Back to working on manifestos. I’m trying this new thing where I look at images and listen to music, hoping that it gets me in the creative mind-set to develop some inspiring concepts. One thing I’ve noticed is that all the creatives here have their own and special way they like to work, and this seems to be mine. My friends who follow me on Spotify are probably wondering why I’m listening to such funky music.
12:00 – I have a mini brief with the head of strategy (and my manager) Maddie. Her mind must
run at 100 miles per hour because it seems she is always zipping around from one project, meeting, or brief to another. She is constantly on the move and is always willing to help out. We discuss a couple of projects that are in the pipeline, and she gives me a definitive idea of what’s expected of me. For me, this is super helpful. I am one of those people who needs a “to-do list” to stay on track. Time to start researching!
2:00 – Another meeting beckons! People are on the move, and the office is bustling. We meet with Ali Chastain, who is a behavioral strategist, and she briefs us on some research tasks that are coming up.
2:57 – I start watching a video and researching about Blockchain – the world’s most popular bitcoin wallet. Although semi-controversial, the company is certainly disruptive and direct.
4:00 – After an hour, I feel like I have a good sense of Blockchain and its mission. While I’m definitely not done with the research portion, I feel like I’ve got a great start and can’t wait to learn more.
4:30 – It’s Thursday, and Thursdays at the agency mean beers on the beach starting at 4:30 p.m. I can’t express how cool it is to go to work every day and see a beach in the office. We raise a toast, say cheers, and then get back to work (I’m over 21, I promise!). Just like all the others before it, it’s been a terrific day here at DiMassimo Goldstein, and I can’t wait to see what tomorrow brings.
-Malhar Mali, Strategy Intern
By James Nieman
Many advertising agencies in the US have been taking their clients’ media dollars and distributing them in ways that pad their own profits, rather than doing what’s actually best for the client.
They do so in the form of rebates, mark-ups and pre-arranged agreements, all of which take place behind closed doors, completely unbeknownst to the client. If clients are aware of it, they are under the assumption that the agencies do this for better negotiating power, or for more efficiencies…but that is rarely the case.
The bottom line is that marketers are losing media efficiency and the ability to improve their own results. They can’t see what their media spend is really buying, therefore they can’t optimize it. A chunk of every dollar they spend is being wasted before they even begin.
Meanwhile, honest agencies are kept out of the running for significant accounts because they don’t hide their sources of profits, therefore they appear more expensive when they are anything but.
This has got to stop, but it won’t until every marketer is educated and committed to transparency.
Our media arm, Proove Accountable Media , was established to combat these dishonest agencies through providing clients with a better option – and to Proove there’s a better way.
Since it was founded, Proove has been directed by Agency Partner Adam Lutz, who, as evident from last year’s Business Insider article here, has become one of the leading pioneers on media transparency and accountability today.
So how is Proove Accountable Media different?
We only buy media that actually runs.
We don’t force our clients to use a prebuilt trade desk or limit them to particular buying technologies and data partners.
We never saddle our clients with pre-arranged investment commitments. Our job is to evaluate every partner, technology and ad buying platform and give the client the most relevant opportunity to fit their needs, not ours.
We don’t markup inventory or create revenue streams that ultimately deplete our clients’ media budgets.
Everything we do, buy, manage and execute is transparent and in our clients’ best interests.
To be an “agency” implies fiduciary responsibility to put the client’s best interest first. It’s why we got into this business in the first place, to help our clients grow and prosper. We over-communicate. We over collaborate. And then we over deliver.
Unlike the rest of the industry, we are a true agent of the client.
Hold everyone of us at DiMassimo Goldstein and Proove accountable for these promises. We already do.
The following post is an excerpt from Digital@Speed, authored by digital marketing guru Mark DiMassimo. Visit the official website here to download your free copy today.
If you need to understand and connect with people quickly, think tribally.
Everyone comes from somewhere, and often from multiple somewheres. Those places – schools, industries, departments, companies, clubs, states, countries – have cultures and languages all their own. So knowing the tribe can be the key to truly understanding the individual.