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Author: Team DIGO

Proove Accountable Media, The Way Media Should Be.

Media Agencies are operating in an old school fashion, marking up inventory, not being transparent, moving at a snails pace and not investing in the best talent. I felt there was an opportunity for an agency to be fully transparent, ethical, and to act as a true agent for the client. Built from the ground up, Proove is positioned as a challenger to the old school model and is set up to drive success for our clients in todays world.

What do our clients get from an honest agency?

No previous prearranged media, partner or data commitments…a realtime log of the daily optimizations made & a non-biased media recommendation that clearly maps back to what you need to accomplish in market. You will actually know where your media is running.

What does that mean?


Proove Accountable Media, the way media should be.

Read the full Business Insider article here.


What’s Your Measure of Proof?

There was once a man who refused to give up smoking until it was proven beyond a shadow of a doubt that smoking caused disease.

He didn’t live long enough to see the proof.

Today, there are direct (digital, mobile, SAAS, subscription, e-commerce, club…) marketers who refuse to improve their marketing success with an insight-driven multi-channel strategy until the perfect attribution model has been developed.

Every day, another one is buried by a marketer with a more reasonable measure of proof.

Is overall marketing efficiency your ultimate measure? Is making one dollar of marketing spend return two or three or four times as many customers your objective?

If so, you are an optimizer.

If you prefer perfectly attributable though small gains in discrete channels, then you’re an incrementalist.

Optimizers eat incrementalists for lunch.

Sometimes, in very big places, incrementalists work in the middle of a pyramid with optimizers at the top. Even so, they can only swim so far up before they hit a ceiling. Too late, they find that the open market is not a very friendly place for an incrementalist.

Why do incrementalists do it to themselves? Is it because they are trading upside for certainty? Is being sure more valuable to them than being successful? Is being right worth more to them than results?

Or did they just swallow a less intelligent idea of what it is a marketer is supposed to do?

Well … enough musing about the incrementalists, much as I would like to convert as many of them as possible to a life of success beyond explanation.

We are for the optimizers.


Freedom’s Pusher

We think we’re free, but we have habits. Our habits are tyrants. They dominate us. Hard as we may try, we can’t get free of habits, we can only build new ones. And we only feel “free” when we’re dominated by habits that empower us.

So, freedom is an addiction.

I help people form more inspiring, more empowering habits. I help marketers make more inspiring decisions, so they can help more people form more inspiring habits.

I’m Freedom’s Pusher.

What Happened to My DiGo? (What you want to know about our new logo and identity)



When we first launched this agency nearly two decades ago, we briefly had more time than clients, so we focused on building our own brand — and the world responded!

Since then, we’ve never lacked for exciting opportunities to do what we do for inspiring clients.

Naturally, our own brand became a bit like the Cobbler’s Children. You know that story right? The shoemaker so busy that his children went shoeless. That’s the way it’s told, usually. Truth was probably a bit different. The Cobbler’s Children never really went without shoes. It’s just that sometimes the shoes were quite old and worn down. Other times, the Cobbler tested out his most eccentric designs on his own children, saving the tried and true for his customers.

In my version of the story, the Cobbler prospers due to his focus on his clients and his intense commitment to his craft, and finally turns his attention and skill to making extraordinary pairs of shoes for each of his children.

So, check out our new shoes, in the form of a new identity to support our inspiring action mission.

Building brands and businesses through inspiring action teaches us something new every day. Most of all, we have learned the power of an inspiring action to spark something that grows and grows.

Thus, the match. From now on, when you see our logo, it will be ready to be grasped and struck. Ready to touch off a blaze.


Introducing the Inspiring Action Podcast

Almost two years ago, we embarked on a journey to get to heart of what were the key ingredients to the successes we’ve had as an agency over the past decade-and-a-half. In that timespan, we’d created dozens memorable campaigns and even affected positive social change with some movements of our own. We wanted to know not only what separated these cases from our more ordinary opportunities, but how to fill our work and personal lives with the clients, coworkers and friends who would fuel our growth to a place where these situations the only situations we could accept.

At the end of this process, we discovered a lot about ourselves and most importantly, our core differentiator of “inspiring action.” We realized that inspiring without action is fluff, and action without inspiration is an interruption. It’s the filter we judged every new venture on moving forward.

With this new filter, we started to identify philosophies, techniques, case studies, success stories, processes, and most importantly, people who will eventually become an Inspiring Action book, and has become this Inspiring Action podcast.

We know from our friends and former client Netflix that one way to inspire action is to release a whole bunch of content at once, so people can “binge.” So if you find yourself inspired by Inspiring Action, we’re started you off with four new episodes hot off the presses with interviews with people we admire tremendously.

Eric Yaverbaum is a long-time friend, public relations legend and co-conspirator with Inspiring Action Podcast host Mark DiMassimo, whose successes include  the Tappening and Offlining movements. With Tappening, Eric and Mark reversed the 20 year upward trend of bottled water sales by encouraging people to drink more tap water. In this episode, we’ll learn from this case and others, including Eric helping prevent a Major League Baseball strike, how defining an alternative future you exist to prevent can give you the lofty goal you need to inspire huge actions.

Ty Montague was the co-president of global ad agency JWT, where it was named Agency of the Year under his helm. Feeling like something was missing, Ty realized that every client came to an agency with the idea that advertising was the solution to their problems, and wanted to know how he could enter the process at a higher, more inspiring level. He and his partner Rosemarie Ryan co-founded Co-Collective, committed to solving the problem of an epidemic of solving and a dearth of doing through “StoryDoing.”

Anthony Butler is a lifelong technologist who took apart his first computer and wrote his first code when he was fourteen. He has founded three businesses and is the former CEO of one of the 100 largest IT services companies in the country. He is a professional speaker and as a combat veteran and graduate of the United States Military Academy at West Point. In this podcast, Anthony teaches us about how one of the core issues around inspiring action in people through leadership is removing the obstacles they need to do brilliant work.

Ty Shay is the CMO of Lifelock, formerly of Squaretrade, FanIQ, Hotwire, Esurance and Procter & Gamble. In this riveting discussion, we learn from Ty how to inspire action in business by learning from sports, and how picking the best teams and situations are your key to success. If you want to be like this many-time NBA champion coach and current New York Knicks president, you need to learn what questions to ask before you enter a new situation. And how those questions should focus more on the “who” and not on the “what” or the “why.”

When you want to inspire action, you have to have a clear end in mind for what action you wish to inspire. For this podcast, it’s inspiring you to take action. So if you like what we’re doing, we hope the action you take is to share it with your friends and find a way to inspire the action you want to see in this world.

Are you Inspiring Action in the world? Do you want to tell the world about it on a future episode of Inspiring Action with Mark DiMassimo?

How to get the Cannes experience in New York City tonight with just a can of soup.

Ah, Cannes. Big, bloated ad agency muckety-mucks breaking expense accounts (and the occasional magnum of Rosé) on the terrace at the Carlton as they celebrate ads that may not have done much for their clients’ bottom lines. “But that cinematography, though!”

At DiMassimo Goldstein, we prefer to celebrate Inspiring Action. And, while it may be fun to fly to the south of France and go to lunches and pool parties and beach parties and the occasional seminar, let’s face it: it doesn’t do much good for the world at large.

That’s why we started the Festival De Cans.

Tonight if you’re in New York, starting at 7pm, if you bring a can of food for the hungry to our offices at 220 E23rd Street, 2nd floor, you will get a can of beer, wine or soda in return. That’s it. Okay, you can have several cans of beer, wine or soda. Oh, and we’ll probably have some music. We could make it French music, if you like. And we made some sweet cans of air freshener that will totally have it smelling like the beach up in this joint. And there’ll be some pretty cool people to talk to. Just look at the list of attendees on our Facebook guest list. It’s a veritable who’s-who-of-whoever-isn’t-in-Cannes-right-now.

So come on by and join in our Inspiring Action. It’s what we do here at DiMassimo Goldstein. We get brands to do things that get people to do things that make the world a better place. Like donating food and drinking wine out of a can.

Oh, yes you will. And the world will be better for it. We promise.

And, hey, if you want to go skinny-dipping in the East River afterword, you totally can. Just don’t tell anyone where you were before you did that, because we will deny ever having met you.

Is your agency at Cannes?

Philosopher Kings of the 21st Century.

Something in me fell in love with the idea of the Philosopher King when I first learned the Platonic concept in an introductory philosophy course as a college freshman at the State University of New York at Fredonia.

Plato was an idealist. He thought ideas were more real than things. I don’t go that far, but I have a deep and educated respect for the power of ideas to change things.

Plato imagined the ideal kingdom, and saw the kingdoms of his time as poor reflections of this idea. He said that for the ideal kingdom to come into being, philosophers must become kings or “those now called kings must learn to genuinely and adequately philosophize.”

Marvin Kohl, PhD, Professor of Philosophy, Introduction to Philosophy. This one educational moment focused my restless search for constructive leadership down to a career-long quest to work with philosopher kings and queens, in the hope of perhaps one day growing into a philosopher king myself.
My childhood in the 60s and 70s gave me ample evidence of just how bad things could get when “kings” don’t genuinely and adequately philosophize, or to bring that down to Earth a bit, when the wrong ideas rule.

To me the brilliant change agents, entrepreneurs, intrapreneurs, social entrepreneurs and movement leaders were the philosopher kings of my time. These people simply thought better. They thought better of and about people. They thought better about business. The developed distinctive cultures based on distinct ideas. By force of their better thinking, they managed to become kings – true rulers of their domains – and while many of them did well financially, the primary thrust of their rule was generous and generative. They ruled not just for themselves and not just for market success, but in service to an inspiring idea above commercial intent.

My whole career, I have tried to sit at the table with these philosopher kings, and when not there, to read and study their approaches. This has been my own philosophy.

Within the context of democracy and a free market, businesses and organizations are the true kingdoms, and leaders with controlling authority are the modern kings and queens.

Their philosophies change the world.

I would rather work with an Elon Musk who says, “I see that the future might not look like the one I’ve imagined, and I get angry, and then I determine to do something about it.” Or Gabrielle Bernstein, founder of the Women’s Entrepreneurial Network who says, “My mission in this lifetime is to help guide my generation to shift their search for happiness from the outside to the inside.” In short, I’d rather serve with philosopher kings and queens than any of the thousands of also-rans who are just in it for the money, attention, respect, fame, toys or whatever.

I’ve noticed that these philosopher kings are both more idealist AND more practical. They abhor the inefficiency of doing things for no good reason – and, let’s face it, most organizations are full of just such things.

I’ve tried to put into practice everything I’ve learned from working along side world-changing philosopher kings and queens. That’s why no one has ever filled in a time-sheet at DiMassimo Goldstein – it’s simply a waste of time, and has nothing to do with our reason for existing, which is to add value and impact, not costs and busywork.

Our mission of Inspiring Action has come out of that. Our belief that we’re not in the advertising business – we’re in the behavior change business, and sometimes we use advertising – has come out of that too. And finally, the 10 Signs of an Organization That Is Inspiring Action is the distillation of decades of studying contemporary philosopher kings and queens. If you want to check it out, there’s a PDF you can download here.