Need help growing
your brand?

Call Lee at 646.507.5804

or email lee@digobrands.com

DiMassimo Goldstein blog

Welcome to our blog! Each week, our inspiring action content creators work hard to update this page with the latest and greatest in the world of DiGo.

Rebecca Weiser Recognized as a Rising Star in Financial Marketing!

We’re so proud to announce that Rebecca Weiser, our very own Director of Integrated Media and Analytics, has been named one of Gramercy Institute’s 2017-2018 “20 Rising Stars in Financial Marketing!”

We’ve known Rebecca to be a star since the day she joined DiGo as a Sr. Media Planner back in 2012. In the five years since, she’s proven that time and time again, growing through the ranks of the agency and continuing to be a true agent of the client.

Rebecca has played a vital role in inspiring action and growing the businesses of leading financial brands such as Ally Bank, TradeStation, Online Trading Academy, and Affinity Federal Credit Union through award-winning media strategies. In a constantly evolving media landscape, Rebecca considers all factors that could potentially impact media performance. She approaches each new business problem as an opportunity to provide creative, innovative, and thoughtful solutions. By looking at the story beyond the numbers, she brings unique insights to the table and offers actionabale analysis that has consistently driven growth for our clients.

Her leadership among the team provides clients with the ultimate confidence that their dollars will be spent efficiently and their trust in her has resulted in significant business growth year over year.

Congratulations Rebecca!

Behavioral Economist Wins Nobel Prize

Thanks to the brave and brilliant contributions of one renegade, economic theory as we know it has been changed forever.

Richard Thaler, the world-renowned behavioral economist who has long challenged the standard economic model, was awarded the Nobel Memorial Prize earlier this month. His work, which Nobel Prize committee member Peter Gärdenfors simplified as “[making] economics more human,” has influenced our education system as well as government policy.

Thaler joins a small list of behavioral economists to win the award. Robert J. Shiller was among the winners in 2013, and Thaler’s longtime collaborator and friend, Daniel Kahneman, shared the award in 2002. Though they won before him, it is Thaler who is widely credited with bringing behavioral economic theories to the mainstream.

Thaler has dedicated his life to helping people understand how individuals make choices so that they can be led to make better ones. His best-selling book, Nudge, was the culmination of decades of behavioral science research, and was written to prevent people from making mistakes that can negatively affect their individual and collective well-being. That’s an inspiring mission, and one that resonates with all of us here at DiMassimo Goldstein.

We use behavioral change marketing to drive growth in brands and businesses that change lives for the better. We study the work of behavioral pioneers like Thaler to become experts at providing our clients with the strategies they need to drive profound behavioral change in the areas of healthy, wealthy and wise. Understanding human behavior is key to empowering brands to provide their consumers with a self-actualizing experience, — and that experience is what will ultimately inspire them to make better decisions and form more empowering habits.

This has been our mission for 21 years, and it’s never been more important than it is today.

We applaud people like Thaler for continuing to push the conversation forward, and for persuading more people to pay attention to human behavior. To read more about Thaler and his work, check out this article in The New York Times.

Congratulations on the honor, Richard, and keep up the good work!

Bringing Weight Watchers Back From “The Brink of Irrelevance”

From AdAge:

“When ANA President Bob Liodice introduced Weight Watchers head of marketing today, he didn’t hold back when describing just how poorly Weight Watchers was doing in early 2015 – it was “at the brink of irrelevance.” Quite an introduction for Maurice Herrera.

In fact, January 2015 was one of the company’s worst January periods ever in terms of signups, says Herrera, who had joined the company just three months earlier. Timing was crucial, because the first quarter accounts for more than 40% of the company’s business, he notes. People were looking for other ways to lose weight, including wearable fitness trackers and Paleo dieting, resulting in Weight Watchers subscriptions dropping 25 percent year-over-year that quarter, Herrera recalled. Its stock skidded from $25 to $7 per share, he said, and fell even further that summer. Herrera had to lay off about 25 percent of his team of 30 or so people.

Herrera and his slimmed-down team, with agency DiMassimo Goldstein, came up with a more consumer-centric approach. “Since everyone believes that they have a unique challenge, it’s critical for them to look at Weight Watchers and see a bit of themselves in the brand,” Herrera says. “We needed to create a brand identity that felt accessible and relatable as well as aspirational.””

To read the rest of AdAge’s live blog, click HERE.

Last week, Maurice Herrera, the Head of Marketing for our inspiring action client, Weight Watchers, had the honor of speaking at the 2017 ANA “Masters of Marketing” event down in Orlando, Florida.

The event, which boasted over 2,500 attendees, is one of the biggest and best gatherings for senior marketers in the country.

Herrera was invited to speak about the transformative journey that Weight Watchers has enjoyed these past two years.  Together, with Herrera and his team, we’ve taken one of the country’s most historic brands and brought them back into the national spotlight, leading to seven consecutive seasons of brand growth. We couldn’t be prouder to be their agency.

Now that’s #inspiringaction.

The A-List Podcast: Episode 016 with Bobby Hershfield

This week on The A-List Podcast, host and DiMassimo Goldstein CCO Tom Christmann interviews Bobby Hershfield, Partner and CCO at SS+K. Hershfield started his career in account management before eventually shifting over to copywriting during his time at Wieden+Kennedy, and since then he has spearheaded the creative for some of the world’s biggest name brands such as Dell, JCPenney, Target, CNN, and Johnson & Johnson.

Listen in as Hershfield talks about what makes an all-star account person, working with former A-List guests Eric Silver, Ty Montague and David Angelo, and why he ultimately took a pay cut to become a creative. Full episode and show notes below!

Show Notes

  • [0:00 – 1:19] Intro
  • [1:20 – 3:59] Hershfield talks about what it was like moving around a lot as a child, how he had to adjust, and meeting new people
  • [4:00 – 5:18] How Hershfield first discovered advertising from a Tom Hanks movie
  • [5:19 – 6: 53] Creative Writing at the University of Michigan, applying to letterman, and graduating in a recession
  • [6:54 – 11:01] Getting his first job at DDB in account management, being let go and having to work as a video store clerk before finally getting another job at Chiat\Day
  • [11:02 – 13:29] Working with Eric Silver, Ty Monague, David Angelo at Chiat\Day
  • [13:30 – 17: 34] The first “virtual office” and taking creative classes
  • [17:35 – 19:00] What makes an all-star account person?
  • [19:01 – 23:31] Hershfield’s mentors in account management, the feeling you get after he was let go, and the story of how he hung around until he was rehired
  • [23: 32 – 27:00] Accepting an offer at Wieden+Kennedy, the difference between New York and Portland, and how the culture at Wieden focused on the work and not the lifestyle
  • [27:01 – 31:19] Moving to New York to take a pay cut and shift to the creative side
  • [31:20 – 35: 24] Thinking irresponsibly and the different line of thinking you have to adopt to be a creative
  • [35:25 – 39:44] Working Albert Brooks for his first commercial
  • [39:45 – 43: 35] What it was like working under Ty Montague and the benefit of tough love
  • [43:36 – 47:20] Managing a team, being a mentor, and when you know it’s time to become a creative director
  • [47:21 – 53:47] What Bobby looks for in a young creative, what made Gerry Graf a special teacher, and the many advantages of attending Adhouse
  • [53: 48 – 54:43] Outro

“The A-List” is a podcast produced by DiMassimo Goldstein, recorded at the Gramercy Post, and sponsored by the Adhouse Advertising School, New York’s newest, smallest, and hippest ad school. You can subscribe and rate the show on iTunes or listen along on SoundCloud. For updates on upcoming episodes and guests, be sure to like the A-List Podcast on Facebook and follow host Tom Christmann on Twitter

Flamingo Girl Is Born

How do you turn an annual tradition into something brand new that will get people talking again? Find a precocious little girl, put her in a Flamingo costume and let her loose in Washington Square Park.

Okay I’ll back up. When our new client (The Bronx Zoo) gave us the assignment to help them sell tickets to their weekends-only, all-October-long celebration of Halloween (Boo At The Zoo), we knew we had to perform. So we decided to tap into NYC’s love of all things October 31.

Perhaps more than any other city in America, New York City loves Halloween. Around here, the costume shops start popping up as soon as summer ends, like ghostly harbingers of the dark, cold, candy-filled nights to come. And eventually, someone pops the chilling question: “What are you gonna be for Halloween?” Insert scary music sting here.

We wanted to give people that same feeling of anticipation for Boo At The Zoo. So we conjured up Flamingo Girl, a precocious, strong-willed seven-year-old who was so excited for Boo At The Zoo that she was already dressed in costume. Katie, an art director here, even made the costumes (we needed multiple heads for some reason) herself. Then a bunch of us (and Broderville Films) spent the day in Washington Square Park with hidden cameras as FG asked everyone her question: “What are you gonna be for Boo At The Zoo?”

She asked cabbies. And statues. And tourists. And policemen. And hot dog vendors. And dogs. In the end, we made a series of little films that are a love letter to New York and an invitation to “the biggest, bestest Halloween event in New York City.” We hope you enjoy.

Oh, and… what are you gonna be for Boo At The Zoo?

 

Welcome to the Direct Age.

People have never had access to so many amazing tools for connecting with organizations and services that can inspire them to achieve incredible things. Not so long ago, “consumers” were out there. Marketers needed to learn about their customers and their preferences from “the channel,” the sales team, or from expensive market research. They needed to be recruited through retail or sales. It was hard to know much about them as individuals. Today, your customer holds you in her hand. Texts you. Tweets you. You are the button she pushes. You are the apps she launches. You are the tool she uses to get from here to there. Physically. Emotionally. Mentally. You are your customer’s utility. Today, consumers have unprecedented direct access to the organizations that serve them. Equally, companies have unprecedented direct access to their customers and prospects. The direct age is the age of interactive selling. It’s the age of collaboration. It’s also the age of social customer service. If your service and your story works best for inspiring action in the customer, and if that action becomes habit, then you win.

We inspire greatness in individuals and in the companies that serve them through great direct experiences that inspire action.

 

The A-List Podcast: Episode 015 with Omid Farhang

In the fifteenth installment of the A-List Podcast, host and DiMassimo Goldstein CCO Tom Christmann is joined by Omid Farhang, the chief creative officer at experiential agency Momentum Worldwide. Over the course of forty-five minutes, Farhang quotes the Wu-Tang Clan, talks about growing up as the child of an Iranian cowboy, and shares some of the most valuable lessons he learned working under and alongside the biggest names in the industry. Full episode and show notes below!

  • [0:00 — 1:36] Intro
  • [1:37 — 8:05] Farhang tells Tom about growing up the child of an Iranian cowboy, and the pressure he felt to become a doctor or a lawyer
  • [8:06 – 11: 53] How Farhang discovered advertising, and the emotions that ran through his head when he first walked into the Chiat\Day office
  • [11:54 –  18:14] How the Honda “Grrr” spot inspired him to go into advertising
  • [18:15 – 20:55] Wanting to be a writer and going to ad school with a sense of purpose and urgency
  • [20:56 – 22:55] How the definition of titles is changing in the industry, what he learned from the Wu-Tang Clan, and how he has been influenced by comedy and hip hop
  • [22:56 – 27:25] Starting as an intern at Crispin Porter + Bogusky, living in a basement, and the benefit of writing 200 headlines
  • [27:26 — 31:18] The lessons Farhang learned working as a young creative on Miller High Life
  • [31:19 — 36:12] Farhang walks us through his plea to Alex Bogusky for a full-time gig and why he dropped out of ad school without a job
  • [36:13 – 38:37] The interview process toward becoming a first time CCO, Momentum Worldwide, and the power of an honest business relationship
  • [38:38 – 41:00] Working with the children of NBA superstars for SAP’s “The Simple Report”
  • [41:01 – 46:00] The benefits of freelancing, releasing ideas into the wild and experiential advertising
  • [46:01 – 47:50] What “Malicious Obedience” is, and how young creatives can avoid it
  • [47:51 – 48:45] Outro

 “The A-List” is a podcast produced by DiMassimo Goldstein, recorded at the Gramercy Post, and sponsored by the Adhouse Advertising School, New York’s newest, smallest, and hippest ad school. You can subscribe and rate the show on iTunes or listen along on SoundCloud. For updates on upcoming episodes and guests, be sure to like the A-List Podcast on Facebook and follow host Tom Christmann on Twitter

Inspiring Action Brand of the Month: 23andMe

If you could give people access to their own DNA, and interpret what it could potentially mean for their health in the future — would they change the way they lived? Would they exercise more? Make alterations to their diet? Stop smoking?

Would they change the way they behave everyday?

That’s the bet that Anne Wojcicki waged when she started 23andMe, a world-changing, first of its kind direct-to-consumer genetic testing company that aims to shift the way we think about healthcare from its current diagnostic model to one based on prevention.

Before launching 23andMe, Wojcicki had already led a successful career as a health care analyst on Wall Street. This career path also came with a front-row seat to the red tape and lack of action that was plaguing the health care industry. Convinced that America needed a more efficient and more consumer-focused way to treat illness and invent drugs, she decided to pioneer a path forward. By founding 23andMe, she made championing that change her life purpose.

It’s a mission that landed her on the front page of Fast Company, accompanied by the bold headline “The Most Daring CEO in America.”

“We’re not just looking to get a venture-capital return.” Wojcicki told Fast Company. “We set out with this company to revolutionize health care.”

23andMe’s $999 saliva kit, which was delivered right to customers’ doorstep, allowed consumers to track their ancestry. It analyzed their DNA, tested for 254 health risks, and alerted consumers on their susceptibility to certain diseases – all without having to go to a doctor. Just a few weeks after submitting your kit, the results would come in with tips and guidance on how to reduce those health risks. Wojcicki was using technology to shorten the cycle of optimization.

Having this type of information could potentially spur people to make healthier lifestyle choices. Learning that you are at a higher risk for a certain disease, simply because of your genetics may propel you to mitigate that risk by making changes where you can, like quitting smoking or beginning to exercise more.

After a blazing hot start, the company’s personal genome test kit would go on to be named “Invention of the Year” by Time Magazine in 2008 – just two years after the brand was launched.

More venture capitalist funding came pouring in, and 23andMe drove the prices of its tests down from $999 in 2007, to $399 in 2008, to $99 in 2012. The product was intentionally being sold well below its marketplace cost, because the real growth potential, and the world-changing impact that comes with it, doesn’t lie in the saliva kits.

Instead, 23andMe was steadily building a gold mine of health and DNA data by building on its wide community of consumers – a valuable commodity to pharmaceutical companies, hospitals, and even governments.

Each consumer is asked to participate in research, with a clear majority of them providing consent. All of the information gathered is under anonymity, with no individual data being sold. Through partnerships, this aggregated data could now be used to research and discover cures for diseases that spring up from troublesome genetic mutations.

23andMe was disruptive. It utilized technology to supplant an ingrained habit with something that didn’t formerly exist. An entirely new experience – and one that was less expensive, more convenient, and more consumer-driven.

And the disruptive brand is one that is met with confusion, uncertainty and resistance – and, in November of 2013, that resistance came by way of the FDA.

With a harshly worded email, the U.S. Food and Drug Administration demanded 23andMe to withdraw all its tests for genetic risks related to health from the market – limiting the company to providing information about ancestry and ancestry alone.

23andMe had failed to communicate with the agency and meet their compliance standards – leading their health analysis to being terminated due to the USFDA’s growing concern of inaccurate results — and the consequences that come with it.

And while its popular ancestry product has brought us hundreds of heartwarming stories, like this man who gained an entire family from conducting the test, Wojcicki founded 23andMe with a higher purpose in mind.

She and her company were in a difficult spot. Following the moratorium, sign-ups had dropped by more than 50 percent. The company was barely surviving on their ancestry services. This was a sink-or-swim moment.

But Wojcicki was a challenger, and 23andMe was a challenger brand. She started the company with a vision, and she wasn’t going to separate what they were doing from why they were doing it. This was simply another problem she had to solve – and when you have an inspiring idea, nothing is insurmountable.

If 23andMe was going to survive, Wojcicki would have to find a way to cut through the red tape. With her back against the ropes, she and her team began working closely with the FDA.

Two years later, in 2015, the FDA granted 23andMe approval for a different kind of testing. This test would be focused on “carrier status” reports, which tell you if you have a copy of a mutated gene for a disease like cystic fibrosis or sickle cell anemia. The mutation would not affect the consumer directly, but it could affect their future children. Still, 23andMe was not authorized to tell the consumer about their personal risk.

A far cry from the 254 tests the company used to offer, the FDA decision was a still victory for 23andMe. It was the first step in the right direction, albeit a small one.

Determined to lift that bar even further, the 23andMe team continued to work closely with the FDA, and earlier this year that hard work was finally rewarded.

On April 6, 2017, the FDA came out with a press release allowing the marketing of 23andMe Personal Genome Service Genetic Health Risk (GHR) test for 10 disease or conditions, including Parkinson’s and Alzheimer’s disease.

This was a groundbreaking moment. The first direct-to-consumer test authorized by the FDA that provides information on an individual’s genetic predisposition to certain medical diseases or conditions.

Until that moment, the only way for people to get such genetic tests was to see a medical professional. Now, 23andMe consumers can log in to an online account and see their report and its interpretation. Behaviors were being changed.

Wojcicki discovered that she had to work with the FDA, rather than against them, to really drive that change. And in doing so, she proved that there is a market for direct-to-consumer health care.

The door is now open. The FDA has established new and less rigorous guidelines for approving at-home genetic testing, which will allow other direct-to-consumer health companies to enter the market with less resistance. Plenty of competitors are already waiting in the wings.

Today, the company is still growing rapidly. Its products have been used in several research projects, including studies on female fertility, depression, Parkinson’s disease, and even nail biting.

With a current valuation of $1.1 billion, the company now boasts well over two million customers. This past June they were ranked #4 on MIT Technology Review’s 50 Smartest Companies List – right behind Jeff Bezos’ Amazon and Elon Musk’s SpaceX.

Behavior change is hard to create – but courageous marketers who obsess over helping people make more inspiring decisions and live more empowering lives will stop at nothing to do so.

Anne Wojcicki is that type of inspiring action marketer.

That’s why 23andMe is our Inspiring Action Brand of the Month!