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Category : Thinking

The Founder CEO, A Marketer’s Orientation.

I love working for and with Founder/CEOs.

No doubt, this makes me an eccentric marketer and an odder ad guy, and casts extreme suspicion on my membership in the creative community.

Marketers are supposed to want to run their own empires – otherwise why spend all that money on a Harvard MBA and all that energy climbing the corporate ladder? Creative directors think the ideal client listens to their presentations, and then applauds. Ad agencies think their job is to please the target audience no matter what the client might think.

I’ve always hated that stuff.

You don’t let your target audience tell you what to be any more than you let your friends tell you who to be. There’s no integrity, surprise or life in that at all. Yet, in many places, it’s the norm.

And you don’t go to a dynamic, growing company – or a turnaround – to run a department like a fiefdom. You go there to be a key member of the CEO’s leadership team. You need that CEO to help you succeed even more than the CEO needs you.

I’ve always sought out clients with vision. Not rude or insulting, but laser focused, blunt, and as domineering about the brand as possible. Sometimes they are articulate. Sometimes they just know it when they see it. Either way, as long as there is really an “it” that will ultimately differentiate the brand in a world of bland, I’m in.

There will be twists and turns. I’ll hang in. I’m in it for the ride and because I believe in the destination.

As a marketing director or CMO, you are going to get the ride of your life working for a Founder CEO, and the twists and turns are no small part of it.

That inertia you feel is the marketing strategy hugging the road of a changing growth strategy. That’s a feeling you’ll rarely get in a big, lazy company.

But if you care about getting to the destination, you’ve got to care about making all the right turns along the way.

It’s exhilarating. But it’s not for everyone. If you can deliver on the business results, if you can be resilient through the twists and turns, and if you can bring on partners who share your passion and resilience, you will become irreplaceable to your visionary leader.

You’ll play your best game along side stunning colleagues. These will be the days and years you’ll never forget.

If you want to make a mark in the world, this is the way. And I’ll see you at the weekly meeting with the Founder/CEO.

Behavior Change Marketers of The Year: 2017

The year 2017 was the year of behavior change marketing. Here is our list of marketers who changed our behaviors for good, for bad, and maybe forever. If there are any brands you think deserve to be added to the list, tweet us here and let us know!

Amazon

For changing the way we read, shop and watch…

Casper

From almost never going to a mattress store to never going to a mattress store – all in one brilliant brand experience. 

Duolingo

For merging innovative technology with behavioral design to reinvent the way we learn languages.

Per unire tecnologia innovativa e design comportamentale per reinventare il modo in cui apprendiamo le lingue.

Para fusionar tecnología innovadora con diseño de comportamiento para reinventar la forma en que aprendemos idiomas.

Kakushintekina gijutsu to kōdō dezain o yūgō shite, gengo o manabu hōhō o kaikaku suru tame.

Google Translate

For making it easy for people who don’t even have time for Duolingo to do what we just did above.

Airbnb

For making travelers feel more at home, regardless of where they are.

23andMe

For taking the genome revolution to the people, allowing us to access our own DNA, find our DNA relatives, and empower us to lead healthier lives.

Nobel Prize Committee

For bringing the beneficent insights of behavioral economics into the international spotlight.

Ellevest

For closing the gender-investment gap by giving women the tools, place and voice to invest for themselves.

Bombas

For making the most personal of clothing decisions – what socks to buy – the most pro-social, by giving a pair of socks to a homeless person for every pair we buy.

Cards Against Humanity

For showing that a silly, politically incorrect game can take a serious political stance, and win big.

GoFundMe

For building a platform that makes humans helping humans more possible than ever.

Headspace

For showing that your guru can be an app. And, for introducing the life-changing effects of meditation to millions, ten minutes at a time.

Uber

First, for changing the way tens of millions of us get from here to there. Then, for exploiting their monopoly in greedy and insensitive ways and driving millions of us to Lyft and other options.

Facebook

From the Russian election hack to the #MeToo movement, Facebook has had an outsized effect on all aspects of our society, changing our behavior in good, bad… and still unclear ways.

McKesson 

For allegedly over-delivering hydrocodone, and perpetuating the opioid epidemic, which currently ends 144 American lives each day.

HelloFresh / SunBasket

For turning the average joe into an iron chef, all without going to the grocery store.

Tinder

For simplifying and streamlining the dating process with one swipe of a finger.

Venmo

For forever ending the headache of splitting a bill and making the act of going to an ATM a behavior of the past.

Resy / OpenTable

For removing human interaction from the reservation-making process.

Slack

For changing the way we manage our email inbox.

Spotify

For using complex algorithms to change the way we discover music.

Netflix

For changing the way television shows are produced and consumed.

Betterment

For making managing your wealth as easy as scrolling through your phone.

StitchFix

For making online shopping more personal.

Acorns

For showing us that there is no such thing as spare change.

Audible

For making listening the new reading.

MasterClass 

For turning our heroes into our teachers.

We’ve loved watching these brands change our behaviors, and change the world. We can’t wait to see what 2018 has in store!

Brand Resolutions That Work.

Every brand needs a New Year’s resolution.

Yes, even yours.

We’re not talking about increasing sales. Or retention rates. Or profitability.

Because those are goals, not resolutions.

A goal is a hope. Like losing weight, or getting a promotion.

A resolution is a plan. Like deciding to pack healthier lunches every day, or to walk to work instead of taking the subway.

You see, resolutions are all about behaviors.

Dislodging the behaviors you don’t like, and replacing them with new ones that empower you.

Resolutions are the behavior change plans that help you achieve goals.

But behavior change is hard.

Hard, but not impossible.

Behavioral science research has provided us with insights on how individuals and organizations can effectively change behaviors to better drive business results.

Like the practice of moral reframing, which we wrote about last month.

Or rewarding outrageous failure, which you can learn more about in this video.

Or behavioral design, which Inspiring Action brand Duolingo has mastered.

There is so much behavioral science can teach us to better understand what drives consumers.

And it’s our resolution to bring all of that to you in the upcoming year.

Through emails, just like this one.

And now, it’s your turn.

What is your brand’s New Year’s Resolution?

What Behavior Change plan will you launch?

And what goals will that achieve?

Shoot us a tweet, and use the hashtag #BrandResolution.

We’d love to hear it.

The Behavior Change Manifesto

Inspiring Action.

People pay us to get people to do things.
And we’re really good at it.

It’s an awesome responsibility.
Changing people’s behavior.
Their decisions and habits.

That’s why we’re not a “performance marketing” agency. Or a “digital” agency. Or a “direct” agency.

That’s why we’re an Inspiring Action agency.

That’s why we only incite more inspiring actions.
And more empowering habits.
And why we use our powers to ignite growth only in organizations that promote those kinds of behaviors.

But responsibility isn’t the only reason.
People bet their careers on our results every day.
We have learned by long experience that inspiring action simply works better.
We learned by being in big, siloed agencies that undermined our results by separating us.
We learned by proving it through results.

That the two most important factors for igniting growth are Inspiration and Action.
Inspiration – is there an idea or experience at the core of the brand that inspires unreasonable passion.
Action – is there urgency and ease and flow and momentum in the funnel of actions that create even deeper engagement and customer value.

Inspiring Action ignites growth by changing behaviors. Each one of us made an inspiring decision to come together.
To use what we’ve learned to inspire action for worthy organizations.

 

#SitOutSantaCon

Let me start by saying, we here at DiMassimo Goldstein love a good bar crawl. Be it for a 21st birthday, bachelorette party or a fantasy football draft. A small group of friends hitting up one bar at a time in embarrassing matching T-shirts one person in the group all demanded they wear can be a lot of fun.

And then, there’s SantaCon, when thousands and thousands of overserved Santas, inebriated elves and freaky Frostys takeover the streets and bars of cities around the globe. Every year here in New York, there are articles about bars and businesses bracing for the impact of SantaCon, while neighborhoods fight over who has to host the thing, like relatives arguing over who has to take home an unwanted fruitcake. It’s annoying. It’s inconvenient. And most of all…is that cool for kids to see Santa and his friends acting that way?

At DiGo…we don’t think so.

We noticed that these drunken Santas mostly seem to be of a certain age that is both a.) far from their belief in Santa Claus and b.) far from the stage in life where they would have a child of their own who believes in Santa. And because of this, they don’t realize that their “unique” portrayal of old St. Nick does not go unnoticed by young eyes.

That’s why we partnered with our friends and creative collaborators at Crew Cuts and made this ad to encourage people to #SitOutSantaCon.

We wanted to hear from the children themselves some of the horrors they have witnessed during SantaCon, in order to maybe encourage people who were planning on going to SantaCon to if not sit it out completely, at least please, think of the children.

In just under a week, the video amassed over 20,000 views (and counting). The social campaign received over 50,000 impressions and was picked up by ten different publications, including a write-up in Adweek and a televised feature on Pix11.

Our Facebook event received over one hundred RSVPs – that’s 144 small inspiring actions that together can make a big difference.

Thank you to all who supported the campaign and helped spread the word. We’re looking forward to continuing this mission next year, and with your help, we can end SantaCon in our lifetime.

The A-List Podcast: Episode 018 with Sandy Greenberg and Terri Meyer

This week on The A-List Podcast, host and DiMassimo Goldstein CCO is joined in the studio by Sandy Greenberg and Terri Meyer, co-founders of TERRI & SANDY, an award-winning, brand-igniting agency that was recently named Ad Age’s Small Agency of the Year.

Before founding their own agency, both Sandy and Terri left their creative marks on some of the biggest agencies in the world, helping to build some of the most iconic brands, including Mars, Kraft, Campbell’s, Disney and Nestlé. Along the way, they’ve won virtually every industry award, including twelve Effies. Terri and Sandy’s work has permeated popular culture, and has been featured on TBS’ Funniest Commercials, Conan, CNN, The View, Fox News, Access Hollywood, and Today.

For just under an hour, Terri and Sandy tell Tom all about starting their own agency, why young creatives struggle with strategy, the importance of building a strong client relationship, and so much more. Full episode and show notes below!

Show Notes

  • [0:00 – 1:42] Intro
  • [01:43 – 4:03] Terri talks about growing up in St. Louis, and how she knew she wanted to be an Art Director from as early as age 15.
  • [4:04 – 7:17] Sandy talks about moving all over the East Coast during her childhood, and getting her first gig at D’Arcy in St. Louis.
  • [7:18 – 9:51] Sandy and Terri recall how they first met, and why it took some time for the two to become friendly with each other before eventually becoming partners.
  • [9:52 – 14:07] What it was like being a female team in the early 90’s, and why politics are the dark side of advertising.
  • [14:08 – 17:39] The two creative mavens discuss each other’s strengths, why loyalty is so important to a good partnership, open communication, and screaming until you laugh.
  • [17:40 – 21:46] The two discuss some of their early work together, like the Twix “Oh Yeah” spot, and why young creatives struggle with strategy.
  • [21:47 – 28:33] The story of Sandy becoming Terri’s birthday present, remembering the wisdom of Richard Levenson, and the importance of not burning bridges.
  • [28:34 – 32:39] Terri and Sandy talk about starting their agency 7 years ago, and how not having a plan took them from a couch at Terri’s house to on office on Broadway.
  • [32:40 – 39:10] Building a great client relationship through honesty and listening.
  • [39:11— 41:00] Growing an agency culture.
  • [41:01— 44:08] Terri and Sandy talk about some of the favorite campaigns they’ve worked on, including Avon’s “This is Boss Life”
  • [44:09 – 50:00] How advertising has changed since the Mad Men era, and why agencies need to unite more to give back.
  • [50:01 – 50:52] 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

What’s Behavior Change Marketing?

We can help people change their decisions and habits in ways that empower and delight them.

We combine the findings of behavioral economics, mobile clinical interventions, persuasion design, direct marketing, CRM, and decades of A/B split testing and optimizations into an integrated practice of behavior change marketing.

This video of our Chief recapping his time at the Yale Behavioral Economics Intensive dives into the topic in greater detail:

Want to learn even more about Behavior Change Marketing? These articles are a great place to start:

Behavior Change Science Update: Moral Reframing

What’s different about the one-in-a-thousand organization that thrives and outperforms? That builds a brand and inspires a movement?

Inspiring Action Brand of the Month: Duolingo

If you and your team are trying to build an inspiring action brand, or know anyone else who may find this helpful, feel free to share this amongst them. If you want to join the conversation yourself, reach out to us on twitter, we’d love to hear from you.

 

The A-List Podcast: Episode 017 With Tom Christmann

On a very special edition of The A-List Podcast, host and DiMassimo Goldstein CCO Tom Christmann switches seats and becomes the interviewee. Lauren Slaff, founder, president, and director of podcast sponsor Adhouse Advertising School plays the role of host as the two longtime friends talk about conquering fears, the importance of leaving your ego at the door, creating a personal brand, and so much more. Full episode and show notes below!


Show Notes

  • [0:00 – 2:30] Into
  • [2:31 – 6:32] Growing up in New Jersey, and how his childhood love to draw and write stories was inspired by his father “Mongo”
  • [6:34 – 13:32] Tom talks about the benefit of going to college in Manhattan and the difficulty of getting a job in the recession
  • [13:33 – 20:11] Getting his first gig at Ogilvy direct, and how young creatives can promote themselves today
  • [20:12 – 22:39] Living on his own for the first time in Hoboken and rebuilding his portfolio after two years at Ogilvy
  • [22:40 –24:05] The transition from a big direct agency to working at Kirschenbaum
  • [24:06 – 31:38] Tom talks about the nerves he first had when meeting Richard Kirschenbaum, why he shaved his mullet, and growing up in the industry
  • [31:39 – 36:14] Working at the agency of the future, TBWA/Chiat Day
  • [36:15 – 41:40] Tom recalls his time working with people he long admired in Gerry Graf and Eric Silver at BBDO, and the speech that saved him from being fired.
  • [41:41 – 48:29] Creating a personal brand and entering into the Freelance world. The importance of personal toughness.
  • [48:30 – 50:57] Writing every day, the value of being yourself and getting people to start knowing you for your thinking.
  • [50:58 – 53:10] Networking. Getting over social anxiety and conquering fears
  • [53:11 – 56:36] Tom gives advice to young creatives and sheds light on an amazing industry
  • [56:37 – 57:32] 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