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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.

On Building a Marketing Blaze

Many people have learned to start a fire from the bottom, with kindling and firestarters underneath, then small twigs, and larger wood on top.

Expert firestarters will tell you to reverse that method – for more certain results, start with the top.

Brands built around a powerful emotional match – a single emotional strike zone ignited by a powerful emotional idea that sits above and informs every brand touchpoint – tend to grow faster and burn hotter.

Many marketers try to build a cohesive brand and a self-perpetuating business through offers, promotions, personalization and other performance marketing techniques. Starting from the bottom creates an unruly fire that needs constant tending and that often fails to achieve the integrity and heat of a self-perpetuating blaze.

Starting from the bottom leads to a common marketing malady –the balkanization of target.

Today personalization and micro-segmentation are all the rage. Performance marketers have built a multi-billion dollar industry, but much of the value they capture in the short-term is at the cost of the long-term brand and enterprise value of their clients.

Make no mistake, igniting action is essential to the creation of value, but action at the cost of brand is unsustainable and irresponsible.

Often the process of building a sustainable and growing blaze starts with putting the brand back together again.

Starting with key segments and personas, the successful marketer looks for a singular “emotional strike zone” – a common emotional target that is shared.

The “emotional match” is the key idea or purpose that strikes that target and ignites passion.

The process looks like this:

 Segments and personas -> Emotional Strike Zone -> Emotional Match

 Once the team understands the emotional strike zone and the emotional match, attention is turned to accelerating the actions that create value and growth for the brand and business.

When you start from the top, you build a marketing blaze that becomes self-perpetuating. You set it and feed it and the heat does more and more of your work for you. Does it really work? Check out some of our clients’ recent public results.

 

The A-List Podcast: Episode 008 with Rob Schwartz

“Everything is interesting. If you find something boring, then you’re boring”

This week on “The A-List” podcast, host and DiMassimo Goldstein Chief Creative Officer Tom Christmann is joined in the studio by Rob Schwartz, the Chief Executive Officer at TBWA\CHIAT\DAY New York. Before becoming CEO, Schwartz enjoyed a long and very successful career as a creative, winning nearly every advertising award under the sun and spearheading the creative behind some of the world’s most recognized brands such as Nissan, McDonald’s, VISA, and Thomson Reuters, among others. Rob is also the host of his own podcast titled “The Disruptor Series,” for which he interviews people who are disrupting business culture and life.

In this episode, Tom and Schwartz break down the differences and similarities between agencies in LA and New York, discuss the managerial prowess of pirates, and talk about how the position of CEO is still very much a creative role. Full episode and show notes below!

Show Notes:

  • [0:00 – 1:02] Intro
  • [1:03 – 4:12] Rob’s childhood in New York and aspirations of becoming a writer
  • [4:13 – 9:30] Rob’s story of tearing up his LSAT during the test
  • [9:31 – 11:20] Rob’s experience in a leadership training school
  • [11:21 – 15:50] The epiphany that ultimately launched Rob’s advertising career
  • [15:51 – 20:43] Becoming an ad geek historian
  • [20:44 – 26:50] Mentorship and the value of work ethic
  • [26:51 – 28:59] The fear of failure
  • [29:00 – 34:20] The difference between agencies in LA and New York
  • [34:21 – 36:27] Working with supreme talent at Team One
  • [36:28 – 39:20] Catching the eye of Chiat
  • [39:21 – 47:20] The transition from a creative to a CEO and why it’s cooler to be the pirates than the navy
  • [47:21 – 50:17] Rob’s advice to young creatives
  • [50:18 – 52:13] The future of advertising
  • [52:14 – 55:52] Recommended books and “The Disruptor Series”
  • [55:53 – 56:56] 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. If you want to be interviewed for an upcoming episode, contact us at AdhouseNYC.com.
 

The A-list Podcast: Episode 007 with Gerry Graf

“I try to be really clear at what I’m not good at and then think about how I can change that… it’s about just being honest with yourself”

This week on “The A-List” podcast, host and chief creative officer of DiMassimo Goldstein Tom Christmann chats with the one and only Gerry Graf, founder and chief creative officer of Barton F. Graf.

Before starting his own agency, Graf spent the better half of two decades making award-winning creative for some of the most well-respected agencies in the world, such as Goodby Silverstein and Partners, BBDO, TBWA/Chiat Day, and Saatchi among others. For his outstanding work, Business Insider would later label him “The Most Creative Man in Advertising”.

Tune in as Gerry tells Tom all about his time writing for the “SNL of Notre Dame”, hunting rats in Venice Beach, the importance of making your own opportunities and why creativity is valued more today than ever. Full episode and show notes below!

Show Notes

  • [0:00 – 1:42] Intro
  • [1:43 – 4:56] Tom and Gerry’s past at BBDO and what it was like growing up in Lexington, MA
  • [4:57 – 7:30] Going pre-med to Notre Dame
  • [7:31 – 13:07] Writing for the Keenan Revue – the SNL of Notre Dame
  • [13:08 – 14:23] Post Notre Dame life and hunting rats in Venice Beach for six months
  • [14:24 – 17:15] Hating life as a stockbroker for two years in Boston
  • [17:15 – 22:03] Gery’s first portfolio, getting denied from agencies, and the introduction of Ken Fitzgerald
  • [22:04 – 25:48] Being offered a job at Saatchi & Saatchi while on a payphone in Grand Central
  • [25:49 – 27:13] The walk of shame
  • [27:14 – 29:22] Emulating Cliff Freeman
  • [29:23 – 37:50] Gerry’s “pull the rug” copywriting trick and getting his big break on Snickers while at BBDO
  • [37:51 – 44:54] Working at Goodby and finally Reuniting with Ken Fitzgerald after over a decade
  • [44:55 –50:25] Making your own opportunities, asking the right questions and not giving up
  • [50:26 – 52:43] Selling and maintaining a good idea
  • [52:44 – 57: 42] Getting in the industry today and valuing creativity
  • [57:43 – 58:57] 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. If you want to be interviewed for an upcoming episode, contact us at AdhouseNYC.com.

 

The A-List Podcast: Episode 006 with Matt Ian

In the sixth installment of The A-List Podcast, host and chief creative officer of DiMassimo Goldstein Tom Christmann chats with Matt Ian, Group Creative Director at Droga5. For just under an hour, Christmann and Ian talk about everything from getting fired and bouncing back in your career, to the art of the headline, and how students can succeed in the industry today. Full episode and show notes below!

  • [0:00 – 1:04] Intro
  • [1:05 – 7:05] Matt’s childhood playing music in Greenwich, Connecticut
  • [7:06 – 11:53] Attending the Pratt Institute
  • [11:54 – 22:45] Matt’s first gig at Lambesis and living in Pasadena, California
  • [22:46 – 27:59] Working on Airwalk and transitioning from an art director to a copywriter
  • [28:00 – 29:40] The art of the headline
  • [29:41 – 32:18] How getting fired made Matt work harder than ever
  • [32:19 –34:20] Matt’s time working at Chiat Day
  • [34:21 – 37:50] The fear of being mediocre and how words are stupid
  • [37:51 – 45:34]: Working at Droga5 and how to get ahead in the industry
  • [45:35 – 51:47] Matt and Tom talk about what they look for in new hires
  • [51:48 – 52:30] 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. If you want to be interviewed for an upcoming episode, contact us at AdhouseNYC.com.

Escape From Splitsville

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.


21 Years of Inspiring Action

Next Friday, May 5th, the agency will officially turn 21 years of age.

As an agency so focused on the future – accountable for building our clients brands and driving results – we seldom have the opportunity to reflect on the accomplishments of the past.

But for this, our coming-of-age party, we will make an exception. We’re finally legal to drink, and there’s a lot to raise our glass to.

First and foremost, for 21 years of building truly inspiring partnerships with our clients, both old and new. Together, we’ve been able to bring so many beautiful and inspiring ideas to life. BIG ideas. Ideas that inspire people to make more inspiring decisions and form more empowering habits. These are the ideas that help change the world, and we couldn’t be more grateful to have collaborated on them with you.

To 21 years of always remaining true to our core values of love, courage, and understanding.  While the industry has changed over the last two decades, our values have not. They are the pillars that this agency was founded on, and we’re proud to have never wavered from them.

To 21 years of being fully transparent and honest with our media, and using these practices to create powerful brand associations and increase acquisition efficiency. Where much of the industry has fallen short, we have not. We have and always will be completely accountable to our clients, and we wouldn’t want it any other way.

To 21 years of designing phenomenal fulfillment experiences and iconic actions. These are the experiences that emotionally connect the brand to the consumer. They take brand advocates and turn them into devotees, and they start well before most people realize. Every interaction and every touchpoint is designed with the user in mind.

All the people, relationships, hard work, innovations, creativity and undying displays of empathy have made these past 21 years so rewarding.

So with that in mind, please join us at our agency next week as we celebrate 21 years in business. You can RSVP to the event on Facebook HERE. We’d love to see you there.

Our match has been struck, and it’s burning hotter and brighter than ever. We can’t wait to see this marketing blaze grow. Here’s to the next 21.

Cheers,

The DiMassimo Goldstein Team

 

The A-List Podcast: Episode 005 with Jill Applebaum

“You get more when you are generous… when you give credit…when you share opportunities and don’t hog the limelight for yourself.”

This week on “The A-list” podcast, host and DiMassimo Goldstein chief creative officer Tom Christmann is joined by Jill Applebaum, creative strategist at Facebook Creative Shop. Before joining Facebook, Applebaum made a name for herself at several different agencies including DMB&B, Ogilvy & Mather, Young & Rubicam, J. Walter Thompson and DraftFCB, where she was one of the masterminds behind Oreo’s revolutionary “Daily Twist” campaign. That year, she and her creative partner were listed No.7 on Fast Company’s “Most Creative People of 2013”.

In this episode, Jill and Tom talk about the trials and tribulations of becoming a copywriter, surrounding yourself with good people, the current state of women in the industry, and so much more. If you’re interested in learning from one of the best in the business, this episode is for you. Full episode and show notes below!

Show notes

  • [0:00 – 1:30] Intro
  • [1:31 – 12:09] Growing up in New Jersey and starting off in the industry
  • [12:10 – 14:54] Mentorship and collaboration
  • [14:55 – 17:01] Why Jill made the move from DMB&B to Ogilvy & Mather
  • [17:02 – 19:07] Y&R and BrandBuzz
  • [19:08 – 21:33] The current state of women in the industry
  • [21:34 – 23:56] Jill’s favorite brands to work on
  • [23:57 – 26:42] The importance of having a strong work ethic
  • [26:43 – 31:40] What it means to be a good creative partner
  • [31:41 – 34:14] Transitioning from being a creative to being a creative director
  • [34:15 – 40:48] The famous “Daily Twist” Oreo campaign
  • [40:49 – 43:17] Why Freelancing is against her DNA
  • [43:18 – 44:44] The similarities and differences between Facebook and Agencies
  • [44:45 – 49:55] Jill’s advice to young creatives
  • [49:56 – 51:12] 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. If you want to be interviewed for an upcoming episode, contact us at AdhouseNYC.com.