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Author: Sierra Ziegler

The A-List Podcast with Ricardo Casal & Juan Javier Pena

 

On this week’s episode of The A-List Podcast, host and DiMassimo Goldstein CCO Tom Christmann is joined by Ricardo Casal and Juan Javier Pena, Creative Directors at DAVID The Agency, an agency founded in Buenos Aires that exemplifies the “always on” approach to advertising.

Ricardo and Juan’s professional experience together began in Ecuador with their joined college projects jumpstarting their career and leading them to internships and ultimately to becoming, now, creative directors for an internationally renowned agency.

In this episode, they share the story of their undeniable interest in advertising, their thoughts on culture hacking, what attracted them about working at David, and much more. Take a page out of their book by listening below!

Show Notes:

  • [0:00 – 2:20] Intro
  • [2:28 – 11:25] Attending college together in Ecuador and meeting through working on ideas and submissions for student award shows, winning scholarships to an advertising school in Buenos Aires
  • [11:30 – 16:11] Creating a brotherhood through a shared love for advertising and utilizing advertising award winners as a way to learn, study, and gain inspiration
  • [16:40 – 23:30] Interning at TWBA in Argentina right out of college, Flying to the U.S to interview with David the Agency, Why they believe David is different and stands out from the rest and what they enjoy about working there
  • [24:45 – 32:26] Learning their thoughts on the phrase “If you own data, you own the world” and their interpretation of the “data takeover” happening in the industry right now
  • [32:30 – 40:50] How they capitalize on “Culture-Hacking” at David and what their strategy is in doing so, Their controversial and impressive MACMA Man Boob campaign for breast cancer
  • [40:54 – 43:26] What makes the Burger King account so special to them and the importance of building client trust and relationships while also sharing the same visions and ambitions
  • [43:27 – 45:40] Taking a guess on where they would be if they weren’t in advertising
  • [46:00 – 51:37] The importance of gaining fresh perspectives in order to be inspired and to inspire others. How to keep faith in what can be a cynical industry at times
  • [52:50 – 54:45] Outro

 “The A-List” is a podcast produced by DiMassimo Goldstein, an inspiring action agency, 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

DiGo and Shutterstock add a Wood Pencil to the Fyre!

 

We’re thrilled to announce that our FyreStock video for Shutterstock has been awarded a prestigious D&AD Wood Pencil in the “Use of Trends and Tactical Marketing” category. It’s such an honor for all of us at DiMassimo Goldstein to receive this award along with our amazing clients at Shutterstock. You just can’t put out the Fyre on this dynamic duo!

Check out our #InspiringAction video below.

The A-List Podcast with Dhruv Nanda

On this week’s episode of The A-List Podcast, host and DiMassimo Goldstein CCO Tom Christmann is joined by Dhruv Nanda, Creative Director and Writer at Oberland, a New York based agency with a mission to create purpose-driven campaigns for each of its clients.

Prior to working at Oberland, Dhruv has had a multitude of experience throughout the past 7 years in this industry. He has worked at a range of agencies including Wunderman, Ogilvy, Saatchi & Saatchi, and Momentum Worldwide while also getting a taste of what in-house creative was like at Chipotle.

In this episode, Dhruv shares his life growing up and what led him to his interest in advertising, the importance of brands having a mission behind them, removing ego’s to make for better work, advice on story telling for non profits, and much more. Hear it all below!

Show Notes:

  • [0:00 – 1:28] Intro
  • [1:29 – 5:45] From Growing up in Dubai to attending a private school in Zambia, Africa for 3 years 
  • [5:50 – 12:32] Leaving Africa to study Law at Carleton University in Canada, and working in a hardcore financial sales role right out of college
  • [12:40 – 18:03] Learning the art of persuasion through sales, how reading the “Ogilvy in Advertising” book ultimately drove his attention to the industry, and his decision to attend Miami Ad School
  • [18:54 – 24:00] His consistent interest in drawing comics, drama, and sketch comedy playing a role in his choice to become a Copywriter
  • [24:29 – 30:40] His experience at Miami Ad School, and what meditation and being in the right mindset can do for creatives in this industry
  • [31:10 – 38:10] How Interning at Draft Agency, PI&C, and MRY boosted his career in New York City. The surprises and challenges he faced going from ad school to “the real world”
  • [39:40 – 44:48] The importance of building necessary client relationship standards, accepting the offer from Bill Oberlander to work for Oberland, and what working for a mission based company means to him
  • [45:17 – 49:17] The difference between working at an in-house agency rather than out-house, his experience working alongside Steve Ells at Chipotle 
  • [49:22 – 55:00] Sharing advice on story telling for Not for Profit clients
  • [55:09 – 57:10] The value he feels working as a professor at Adhouse, and where to find Druhv online
  • [58:08 – 1:00:06] Outro

 “The A-List” is a podcast produced by DiMassimo Goldstein, an inspiring action agency, 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

The A-List Podcast with Bobby C. Martin Jr.

On this week’s episode of The A-List Podcast, host and DiMassimo Goldstein CCO Tom Christmann is joined by Bobby C. Martin Jr., founding partner of Original Champions of Design, a design and branding agency that builds better brands through informed and strategic identity system design.

In 2017, FastCompany named Martin Jr. one of the Most Creative People in Business. At OCD, Martin Jr. has led design projects for a wide range of clients such as the Girl Scouts of the USA, MTV, The New York Times, the National Basketball Association and the Studio Museum in Harlem to ensure their growth and creative goals.

Martin Jr. is one of the first pure designers to join The A-List Podcast, and offers a unique perspective having worked both in-house at brands and for external agencies. Tune in below!

Show Notes:

  • [0:00 – 0:54] Intro
  • [0:55 – 5:53] Growing up in Virginia to parents who were both educators, and how he still applies what of much he learned in his childhood to his career today
  • [5:54 – 9:59] Falling in love with design in High School, and learning how to express himself visually
  • [10:00 – 11:10] What he learned from design legend Paula Scher and “painting with type”
  • [11:11 – 18:30] Martin Jr. talks about his early career and the job that introduced him to graphic design
  • [18:31 – 20:40] How to manage young talent, the importance of being patient, and giving people the freedom to make mistakes
  • [20:41 – 24:16] How to push clients to be bold while still being respectful
  • [24:17 – 27:45] Why agencies and design firms need to be more integrated, and how the best campaigns have a seamlessness between advertising and design
  • [27:46 – 33:34] Moving to New York City to work for Gear Magazine,  and how that experience taught him relentless work ethic
  • [33:35 – 38:35] Going back to graduate school, why he chose The School of Visual Arts, and the importance of osmosis learning
  • [38:36 – 40:40] Martin Jr. dives into the research tactics that inform design
  • [40:41 – 47:03] His experience as design director of the Jazz at Lincoln Center, and how he sold his ideas to Artistic Director Wynton Marsalis
  • [47:04 – 50:10] Launching Original Champions of Design, and the philosophy of the agency
  • [50:11 – 53:26] The pros and cons of both external and in-house agencies
  • [53:27 – 56:31] How to help people understand design work, and why the designer needs to be involved at every step of the process
  • [56:32 – 1:05:16] Rebranding the NBA logo for the first time in 48 years
  • [1:05:17 – 1:06:12] Outro

“The A-List” is a podcast produced by DiMassimo Goldstein, an inspiring action agency, 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.

 

The A-List Podcast with Anselmo Ramos

The wait is over… The A-List Podcast is back and we’re starting off HOT!

For the season’s premiere episode, host and DiMassimo Goldstein CCO Tom Christmann is joined by creative junkie and self-proclaimed ad nerd Anselmo Ramos, co-founder and Chief Creative Officer of GUT, an independent agency for brave clients and bold brands with offices in Miami, São Paolo and Beunos Aires.

Prior to launching GUT with co-founder Gastón Bigio, the two partners also founded DAVID The Agency. Under their leadership, the agency became a creative juggernaut and in 2017 was selected as Adweek’s Breakthrough Agency of the Year and Ad Age’s A-List Innovator Agency of the Year. In 2013, while serving as Chief Creative Officer at Ogilvy & Mather São Paulo, Ramos led the famous “Dove Real Beauty Sketches” campaign, which considered to be the most watched piece of branded content in history.

In this episode, Ramos shares the story behind that campaign, talks about writing ads in secondary languages and how it can make you a better writer, the legacy of David Ogilvy, the importance of discomfort, and much, much more. Hear it all below!

Show Notes:

  • [0:00 – 1:58] Intro
  • [1:59 – 7:59] Growing up in Brazil, attending a very creative High School with no grades, and his first job in advertising
  • [8:00 – 13:34] Leaving Brazil to become a writer at Y&R Lisbon before moving again to Y&R Madrid
  • [13:35 – 18:44] Coming to the U.S. to work for Y&R Miami, how writing in a foreign language strengthened his writing skills, and the strong advertising culture of São Paulo
  • [18:45 – 24:47] His experience working at Lowe NY for Gary Goldsmith, turning down a dream offer from Tony Granger at Saatchi, and getting the call to become CCO at Ogilvy & Mather São Paulo
  • [24:48 – 30:54] Living David Ogilvy’s legacy, creative visualization and believing in yourself, and how he used “Moneyball” tactics to recruit and turn the São Paulo office into the most creative Ogilvy office in the world
  • [30:56 – 42:36] The story behind the famous “Dove Real Beauty Sketches” campaign, and the importance of finding brave clients
  • [42:37 – 45:17] Opening DAVID, the amazing partnership with Fernando Machado of Burger King, and why he ultimately decided to take the leap and start GUT
  • [45:18 – 49:22] Starting from scratch with GUT, the importance of discomfort, and moving fast and making mistakes
  • [49:23 – 58:30] Ramos talks about the importance of continued learning, the Harvard course he is currently taking, and shares advice on leadership
  • [58:31 – 1:02:55] The current state of advertising
  • [1:02:56 – 1:04:07] Outro

 “The A-List” is a podcast produced by DiMassimo Goldstein, an inspiring action agency, 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

Why Netflix Was The Big Winner At This Year’s Academy Awards

Netflix started out as a DVD rental business roughly two decades ago.

This past Sunday, the tech company was nominated for 14 Oscars.
They took home four.

Reminder: Netflix has been in original content for a mere six years.

(Photo from Mirror)

Their original film, Roma, was edged out by Green Book for Best Picture.
The loss was likely met with cheers from legacy studio heads and traditional media elite.
But the nomination speaks volumes for Netflix’s surging influence on the industry.
An influence that is only growing by the day.

Roma has Hollywood shaking in its suits.
A foreign black-and-white film, not likely to be greenlit by the major studios.
In theatres for just a few weeks before Netflix made it available for streaming online.
Much shorter than the 90-day exclusive window used by the old guard.

Roma had an A-list director in Alfonso Cuarón.
Putting Netflix’s power to secure Hollywood’s top talent on full display.
He would go on to win the Academy Award for Best Director.

Roma proved what many already knew to be true.
Netflix doesn’t just belong.
Netflix is the future, and it’s completely flipping the entertainment industry on its head.

Like a true challenger, they did it their own way.
The way of the master change agent.

With a direct-to-consumer business model, the user is the customer and the focus.
Not pleasing middlemen distributors or networks.

This model holds them accountable.
Cancelling a subscription is just one-click away.

Netflix knew the where was global.
Netflix knew the when was on-demand.

Netflix knew it was a membership-economy.
Which meant community and creating the right change for the people who care – their customers.

Netflix knew that content was king.
Lots of it.

Netflix knew that technology would bring these engaging stories to their audience.
And they knew the audience was everywhere – in their living rooms, on their laptops, or on their phones.

Netflix understood behavioral science.
Ease beats motivation.
Faster is better.

Netflix knew the power of experience and intervention design.
And revolutionized the way consumers watch television.
Giving them the freedom and control to binge entire seasons or watch at their convenience.

Netflix invented their own advantages.
By moving fast, and experimenting without the constraints of a legacy system.

Netflix is the reason Disney, WarnerMedia, CBS, and almost all of the other traditional media titans are now introducing their own direct-to-consumer business models, which will be costly.

For these Goliaths, the time is now, and the stakes are high.
Each of them will have to grow a new business.
While managing the decline of their traditional business.

But these mega corporations are now playing in a different marketplace.
One in which Netflix is the standard of greatness.

With smart data, savvy marketing, and 139 million strong.
Netflix has more than a head start.
The rest will play catch-up.

That little DVD rental business with nothing but a challenger mindset and an inspiring idea.
Is now both “what works” and “what’s great.”
An iconic brand that is defining an era.

That’s #inspiringaction.

Affinity Federal Credit Union & Inspiring Action With DiGo

When Affinity Federal Credit Union first came to us in 2014, the country was in economic disarray.

Following the second-worst financial crisis in U.S. history, seven million people had just lost their homes. More than that had just lost their jobs, and many lost both. Trust in financial institutions had plummeted by 50 percent, while trust in banks fell even more.

Still, the largest credit union headquartered in New Jersey needed new members, and quickly.

The challenge: Help Affinity grow in a post-recession economy where disillusionment with financial institutions was at an all-time high.

Together with our client, we needed to build an iconic brand, change behaviors, and inspire a new movement — and for a fraction of the cost of the marketing budgets of big banks on Wall Street.

We got started with a strategic exploratory of all the key messages that might help Affinity Federal Credit Union achieve its goals, and we found a key insight that did that far better than any other.

Affinity Federal Credit Union isn’t a bank.

You can, however, get a checking account, business loan or credit card there.

Our planning team talked to credit union members and discovered their desire to not see themselves as the victims or enablers of Wall Street. Instead, these members prided themselves on investing in their own community.

And unlike a bank, it had an inspiring idea above commercial intent — a not-for-profit public service mission that aimed to help people and small businesses.

We had our single thought …

“We’re not a bank, we’re Affinity”.

The creative message? All the financial services of a bank, but 100% Fat Cat free.

This was a brilliant example of reframing — positioning a company, a Credit Union, while at the same time de-positioning your competition. And it was based on a single compelling insight, which is way deep into our psyche: We consider all banks the same Fat Cat.

To really position the credit union apart from the bigwigs on Wall Street, Affinity needed to take this inspiring idea and dramatize it through a small number of iconic actions.

First, we created commercials that could never, ever have been done by any uptight bank.

Our major character was a real fat cat behind a desk. The response was so tremendous that the spot ended up catapulting Affinity to a national story and was featured on Spike TV’s Funniest Commercials of the Year — twice.

The campaign went viral on social networks, dramatically increasing the efficiency of the advertising.  It was iconic.

Affinity Federal Credit Union – Fat Cats from DiMassimo Goldstein on Vimeo.

Next, to showcase Affinity’s low checking fees, we took the drama to an entirely new level.

Together with our client, we conducted a social experiment with real people, but one that took a turn for the extreme. We brought elite athletes and fat cat banking customers into the same gym.

Then, to demonstrate how commercial banks clobber their customers with enormous fees, we printed “ATM fees” and other fees on dodgeballs, blindfolded the customers and then let the athletes pelt them mercilessly. (Of course, our lawyers were present with ironclad releases and videotaped disclaimers.)

This insanely lopsided dodgeball game turned into a fully integrated campaign including digital banners, a landing page, and extra outtakes. Talk about an in-your-face advertisement …

It too went viral.

After a couple years, our client’s challenge had evolved.

We had helped Affinity successfully define who they weren’t — a fat-cat-run bank — but now, the credit union needed help defining who they were.

We looked deeper, conducting extensive primary research to learn all about what makes Affinity unique. We spoke with members, employees, stakeholders, and prospects and learned that Affinity members and employees feel proud to belong to something better. And that their tagline, “Belong to something better,” was the core of the brand. The message was authentic, and the sentiment was there, but the members weren’t embedded in the journey enough for this to be showcased to future members. All we needed to do was tell their story by bringing clear meaning to the tagline in a way that allowed every audience to relate to the brand. We needed to showcase the trustworthy human connections that make the Affinity experience so authentic, and who better to tell that story than the members themselves?

The new campaign, titled “A Community Connected,” was co-created with Affinity members. Through a series of regional OOH, display, radio, and TV spots, this innovative approach to advertising brought the brand’s mission to life in a transparent and iconic way. Using our patented Selfifesto® technique, we placed the members at the center of the marketing message and couldn’t be happier with the result. We asked members to record selfie videos detailing their inspiring experience with the credit union, and we worked to compile these videos into powerful ads.

The success wasn’t only measured in accounts and loans, but also by its ability to rally the brand’s employees under one flag. We helped throw a company picnic to celebrate them and build on the idea that they help make Affinity what it is. Our rebranding campaign brought the brand to life and educated audiences about what a credit union is, which is a huge barrier for the category. The campaign worked to tell Affinity’s story to prospects, members, and employees in a unifying way.

Affinity Federal Credit Union – A Community Connected from DiMassimo Goldstein on Vimeo.

The results? A campaign that drove down cost-per-acquisition while simultaneously increasing annual memberships.

During our partnership with Affinity, our client built a thriving community, helping bring the life-changing benefits of the credit union to more and more members each year.

By demonstrating the 10 Signs of an Inspiring Action Company, Affinity changed behaviors and got a new generation to open up accounts and form relationships with a credit union.

People want to be a part of an organization that has their interests at heart, and that’s exactly what Affinity is.

The A-List Podcast With Paul Fix

On the Season 2 finale of The A-List Podcast, host and DiMassimo Goldstein CCO Tom Christmann is joined in the studio by super freelancer and Adhouse NYC advertising teacher Paul Fix.

As a creative director, copywriter, and content creator, Fix has worked at many of the industry’s most renowned agencies, helping deliver world-famous campaigns such as Dos Equis’ “The Most Interesting Man.”

In the interview, Paul shares his unique journey into the world of advertising, talks about his class and teaching style, and offers valuable advice to any young creative trying to break it in the industry. Hear it all below!

Show Notes

  • [0:00 – 1:25] Intro
  • [1:26 – 15:30] Paul talks about the class he teaches at Adhouse and shares stories from his upbringing
  • [15:31 – Paul talks about how his band was almost signed to a label, the importance of independence, and the moment he realized he wanted to be in advertising
  • [26:45 – 44:30] Paul shares the story of how he broke into the industry by collecting data in media
  • [44:31 – 1:02:19] Backpacking in Europe, becoming a high school English teacher, and going back to advertising school
  • [1:02:20 – 1:05:00] Finally becoming a full-fledged creative at
  • [1:05:01 – 1:17:15] The advantages of working freelance, the importance of being kind, and what he loves about teaching
  • [1:17:16 – 1:18:46] Outro

 “The A-List” is a podcast produced by DiMassimo Goldstein, an inspiring action agency, 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