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Tag : dimassimo goldstein

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?

 

Brand Is What People Say About You When You’re Not In The Room.

brand blog

Branding is the process of building a coherent and distinct pattern of associations in the mind of a target audience.

When I say, “Apple,” a whole world of associations come up. When I say “Microsoft” a different world of associations come to mind. To the extent that both bring up associations, they have been “branded.” To the extent that those associations are clear, distinct, and helpful, they have been successfully branded.

Branding firms use culture, product, image, design, sound, voice, language, price, service, entertainment, celebrity, fashion, and interaction – an extremely broad range of tools – to build the brand. Today, the mission of an organization and the meaning of being associated with that mission is important to many people as well.

Too often, branding is associated with much more limited objectives. For example, logo and visual identity standards. While these are key tools for branding, they alone don’t create the brand.

Very often, when people use the word “brand” they are referring to what the company thinks and says about itself.

But brand is what other people say about you when you are not in the room. Brand is about what your audience feels about you in their heart of hearts. Your brand is not what you tell people it is, your brand is what people tell people it is. What you say is just your attempt to affect that understanding.

Today, brands are built by great products and services, first and foremost. In a world of online reviews, advertising and spin cannot trump a predominance of bad experiences. Not everyone, but your target audience must be delighted.

 

Inspiring Action Brand of the Month: Ellevest

Sallie Krawcheck had an inspiring idea:

Create a robo-advising platform specifically designed for women.

Like most inspiring ideas, it came from true aspiration — and few things mobilize and stimulate humans more than true human aspirations.

That aspiration? To help close the investment gender gap. But to truly understand the roots of Krawcheck’s aspirations, you must first understand her background.

As the former CEO of Merrill Lynch Wealth Management, and the CFO of Citigroup prior to that, Krawcheck spent much of her career being the only woman in the room. Finance is a “for men, by men” industry, and few people in the world have been as exposed to — or as outspoken about —  that disparity as much as Krawcheck.

In regards to Wall Street’s unofficial mascot, Krawcheck asks Forbes, “Does it get any more male than that? Maybe a snake.”

The quantitative research is staggering. Just 16 percent of the nation’s 311,000 financial advisors are female. Due to this imbalance, investing is tailored towards men’s interests, leading women to put their money in the bank rather than invest it. Seventy-one percent of all assets controlled by women are held as uninvested cash.

To Krawcheck, this translates to “us boss ladies missing out on major market-gain opportunities and losing out on inflation.”

The reality is that the financial industry does not favor women. It doesn’t speak to their unique financial needs, or address their goals, or speak their language. Women aren’t as interested as men in “beating the market.” Instead, they prefer to think of their investments in terms of goals, like buying a home, starting a business, or paying off a student loan. And as a result, far too many women are sitting on the sidelines instead of making their money work harder for their dreams.

Frustrated and determined to make a difference, Krawcheck had her insight: Make investing seem like a game worth playing by making it appear less like a game.

In 2014, she put that insight to action by launching Ellevest, a female-focused robo-advising platform.

Unlike other robo-advising platforms, Elllevest puts women first. Krawcheck and her team spent over 100 hours interviewing women to ensure that the entire user experience was geared toward the way women think about their money. It connects with the female investor on a deeper, more psychographic level by putting a hyper focus on the realities of being a woman —  for example, the greater likelihood of women taking time out of the workforce. Or the fact that their salaries, in general, tend be lower over the course of their careers despite peaking earlier than men’s. It considers the five extra years of a woman’s lifespan when planning for retirement. All of these factors should have a strong influence on investing strategies, and yet Ellevest is the only company making an active effort to recognize them.

And it’s working. This past March, Ellevest had over 3,000 accounts with $18 million in assets.

Krawcheck has created a brand that allows women to inspire action in themselves. She has given her consumers a self-actualizing experience, and nothing is more valuable to a consumer today. Opening an account with Ellevest means investing in yourself. It’s a company on an inspiring mission to close the investment gender gap, and women want to be a part of that story.

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

 

See Like An Optimizer

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.

Optimizers have a way of seeing.

If I can’t get this across to you, then nothing else in this book will get you all the way there. You have to be able to project things forward in your mind. Like a chess master, to think trough the next few moves. You have to develop a feel for how things might go. The truth is, we all have this radar. It’s just human instinct. But some of us have better access to it than others.

This has been scientifically proven. If a threat – say a rat or a coyote – enters your peripheral vision, your little hairs will stand on end before you even consciously know what’s going on. Something in you knew, and reacted.

We know. Even when we think we don’t. Even when we’re so invested in the idea that we don’t that we’d swear to it ten ways to Sunday. We know.

We need a way of getting it out. I write a journal. I meditate. I play devil’s advocate with my partners and ask them to do the same with me. I indulge in focused worry sessions, to make sure i’m not missing anything.

Project forward, and optimize.

Four Straight Years of Award-Winning Growth

On August 16th, it was announced that for the fourth straight year, DiMassimo Goldstein has made Inc. Magazine’s list of the Fastest Growing Private Companies in America.

Less than 10% of companies on the list appear more than three times, much less in consecutive years.

Our growth is a direct byproduct of the growth and fulfillment of our clients, so we truly mean it when we say that we share this award with all of them. Our clients are our partners, and they make our mission of inspiring action possible by inspiring each one of us here at DiMassimo Goldstein every day.

This recognition is also a reflection of our team members who work so hard to drive this organization forward every day. The first step toward growth is having a vision, but that vision is only as good as the culture and team that works to bring it to life. At DiMassimo Goldstein, we’re lucky to have all three.

When brands focus on purpose, rather than just profit, their marketing blaze tends to burn hotter and last longer.

We’re just heating up.

Onward!

 

Hunting With A Fishing Pole?

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.

Too many people are failing for hunting with a fishing pole. 

Let’s say you’ve gotten this far in life on your fishing skills. But the waters are all fished out and the hunters are bringing home the big dinners now. Do you get advice, read all you can about hunting, find a guide or partner to lead you? Or do you just head off into the woods with your fishing pole and tackle?

Of course not. If you are with me to this point, you of course recognize this as absurd. And yet we all do this in some part of our lives, very likely in more than one. The fact is it’s so hard to keep track of the things we know that it’s impossible to even learn the names and categories of all the things we don’t know.

And knowing is just the first step. Accepting is another thing entirely. Knowing what to do about it is a third. If the thing you don’t know is a fatal flaw such as not knowing how to judge character and quality in people, then that’s going to dog you no matter what you do. You are going to need to address that directly, as quickly and as energetically as you can. You’re going to need to get the best help you can with that, because it will be like driving with the emergency brake on- it not only slows you down, it also stinks.

Work as hard as you can on getting to know what you don’t know. If you don’t know marketing, find someone to trust. Of course you need to learn and check with other advisors, but you want to try to develop trust and a good relationship with a key advisor. Look for proof, for measures of success that make sense, but delegate real responsibility and authority.

Create a real partnership and let it flower.

 

Take The Word “Brief” Seriously

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.

Ernest Hemingway is said to have created the shortest short story ever. Over lunch at the Algonquin Round Table in New York City, Hemingway bey his writer friends he could write a compelling tale in only six words. His lunch mates happily bet $10 each that he couldn’t do it. Hemingway scribbled six words on a napkin, then passed it around. Each writer read the napkin and immediately conceded Hemingway had won. The six words: “For sale. Baby shoes. Never worn.”

At DiMassimo Goldstein, we could say, “We’ll get you to a better place and we’ll get you there quicker.” But we say, “Higher standards. Shorter runways.”

So let’s not ever make each other guess which part of a brief is the important part. Let’s just include the important part. Let’s make sure our briefs are simple, compelling and crystal clear. Nothing in an agency is more sacred. – From the DIGO Standard .

I like to think that it’s called a brief for a reason. This is not about “minimalism” or some fetish for curtness. Before a brief can be a tool for getting the right creative work or media thinking out of a team, a brief is a tool for getting thoughts focused. Focused thinking is elegant. An elegant solution is everything that is necessary to solve a problem, and not one thing more. Looking at it from the other directions, you want it as simple as possible, but no simpler.

Think problem/solution. Question/answer. Stimulus/response. Just as listening well is essential to communicating effectively, defining the problem is essential to creating a solution.