NEWS
June 9, 2008
Beth Ann Kaminkow Featured In Advertising Age
Plenty of Skill and Smarts in Class of 2008
Advertising Age - By Beth Ann KaminkowAs the Class of 2008 joins the work force, the big question ad agencies ponder is: Will we find more aptitude than attitude this year?
Article after article says Millennials have been coddled throughout their lives and expect high salaries, cool perks and flexible schedules, not recognizing the commitment needed for building a career.
But after spending six months recruiting entry-level hires and interns on college campuses, I’m more enthusiastic than ever. This group is ready for business. We need to make sure the business is ready for them.
The Class of 2008 already knows a lot of things the current work force is still trying to figure out. They’ve lived in an online and offline world that makes them comfortable bringing new thinking to agencies that are working to bring their clients’ brands closer to consumers. They “get” the idea of convergence – in media, in technology and in the way people live – because that’s how they live. So we need to be willing to learn, as well as teach and mentor.
Getting there requires some changes. We may need to rethink the way we find and hire talent, and bring them into the agency fold. Based on recent experience, I have a few thoughts in each of these areas.
FINDING THEM
As we move away from a mass approach to marketing, we need people who understand the importance of niche audiences. They need to be grounded in results and embrace accountability. I look for people who know how to think – not just creatively, but rigorously – and who can articulate when communicating. Candidates need to be keen observers of human behavior – in other words, “people watchers.” Analytical skills are great, but not at the expense of empathy and connection.
We give a brief, informal writing assignment to assess a candidate’s thought process and analytical skills. We find out how each candidate consumes media – through which channels and with what frequency. And we throw in an occasional unexpected question to see how they handle it, such as: “What sucks in your life?”
HIRING THEM
Entry-level professionals expect a lot of freedom – freedom to create and contribute – but they want to learn and be challenged. They don’t want to be force-fit into traditional roles. During the interview and hiring process, candidates get excited when we describe their roles more broadly, but we don’t “bait and switch” after they come on board.
Account service may be just the ticket for this crop of employees. In the past, an agency’s account-service function was reactive and relationship-driven. Now account service is more focused on the broadest and deepest meaning of “account.” We must work to support the changing role of the chief marketing officer and deliver true value from a business standpoint. Account-service managers must be more assertive and leadership-oriented.
BRINGING THEM IN
Once in the door, we create an environment that is challenging and encourages success. I suggest we talk less and listen more. In the past, agencies required employees to earn their positions over time before making real contributions. That thinking won’t work with this group. New employees attend internal alignment meetings involving a cross-section of functions to give them broad exposure and allow them to develop a point of view. We also give them exposure to clients early in their careers. Let’s get the talent in front of clients early and see what happens. We’ll be more often pleasantly surprised than disappointed.
If your existing group of experienced employees is threatened by these changes, maybe that’s a good thing. We’re in an environment where agencies must shake things up a little. The Class of 2008 represents a great chance to do so.
June 3, 2008
TXU Energy Names TracyLocke Agency Of Record For Advertising
TracyLocke today announced that the agency has been named advertising agency of record by Dallas-based TXU Energy, following a competitive review. Estimated billings were not disclosed.
The agency’s work will include both branding and offer messaging through television, radio, print, out-of-home (OOH) and online channels.
TXU Energy CMO, Dan Valentine says, “I'm looking forward to leveraging the marketing expertise of TracyLocke, another company with deep Texas roots, and a company with a proven track record in building strong consumer brands.”
TracyLocke CEO, Ron Askew states, “We’re excited about this new partnership to help move more Texans to the TXU Energy brand. Our collaboration brings together two companies with a deep history in the fabric of the Texas business community – TXU since 1882 and TracyLocke since 1918.”
TXU Energy provides retail electricity and related services to more than 2.1 million customers in Texas.
June 1, 2008
TracyLocke Named in Top 10 of Shopper Marketing Excellence
The Hub Top 10: Shopper Marketing Excellence
The Hub - By Chris HoytThe Hub partnered with Hoyt & Company and the Promotion Marketing Association (PMA) to conduct the first Hub Top 10 of Shopper Marketing Excellence.
…
Overall, the agencies mentioned in this survey scored highest in “Best Understanding of the Shopper Marketing Concept” and the lowest in “Best Shopper Marketing Strategic Planning” and “Best Understanding of Shopper Motivations.”
In the opinion of the brand marketers who responded to this survey, the “best of the best” in terms of overall performance against all of these criteria is Mars Advertising, followed by Saatchi & Saatchi X. TracyLocke, Ryan Partnership and Catapult were all grouped closely for third.
…
Brands on Agencies
“TracyLocke’s leadership in Shopper Marketing has made a profound impact on our company…they have taken the initiative to conduct workshops for our executives that have helped them to ‘see the light’ with respect to what’s involved in implementing Shopper Marketing.”
» Read more: hubmagazine.com
January 31, 2008
Carmen Electra Featured In Ice Breakers Super Bowl XLII Commercial
Spot to air during Big Game extends ‘Beware of the spontaneous Whoa!’ campaign
TracyLocke announced their production of a new Hershey’s Ice Breakers Ice Cubes television commercial featuring Carmen Electra scheduled to air during the Big Game on Feb 3. The spot entitled “Meet Carmen” is the first 30-second execution for the Ice Breakers brand within their current “Beware of the spontaneous Whoa!” campaign.The new spot supports Ice Breakers Ice Cubes gum, which is available in a variety of flavors including Peppermint, Spearmint, Raspberry Sorbet and new flavors Kiwi Watermelon and Strawberry Smoothie. The ad is designed to differentiate Ice Breakers Ice Cubes from the competition by emphasizing the product’s unique shape and surprisingly cold sensation. “Carmen Electra, one of today’s hottest celebrities known for her playful appeal, is the ideal choice to represent the brand that makes consumers go “Whoa!,” added Sandy Stein, Group Creative Director at TracyLocke.
TracyLocke hired Robot Films and commercial director Chris Robinson to produce the spot. Robinson has directed numerous music videos and commercials featuring celebrities such as P. Diddy, Snoop Dogg, Ben Stiller, Jay-Z and Carmen Electra.
Ice Breakers is the refreshment division of The Hershey Company.
January 31, 2008
TracyLocke Launches New Campaign For Texas Lottery
Kangaroo ‘actors’ perform memorable scenes, provide humor
When faced with the creative challenge of demonstrating an “extra chance to win” for the Texas Lottery, advertising agency TracyLocke developed a new television spot featuring a character who could literally “jump at the chance” to win. Casting the part was another challenge: The creative concept required a live kangaroo to deliver a memorable and humorous performance that no animated character or human actor could duplicate.The Texas Lottery’s new television ad, debuting Feb. 3, supports a new add-on feature – called Sum It Up – to the Lottery’s popular Pick 3 and new Daily 4 games. When added to a Pick 3 or Daily 4 play, the player adds another chance to win if the sum of the numbers chosen is the same as the sum of the winning numbers. In the spot, the kangaroo represents an “extra chance to win” for the lead character in his everyday life. Traveling with his owner throughout the day, the kangaroo hops into another checkout line in the supermarket to give the man another chance to find the fastest lane. At home, the kangaroo places a second call to a live radio promotion to win the prize, and later, at a wedding reception, the kangaroo’s quick move helps catch the bride’s garter for his owner.
» Read more: reuters.com
January 23, 2008
TracyLocke Scores With NFL Campaign For Diet Pepsi
‘Rookie of the Year’ to be selected prior to Super Bowl XLII
For five NFL players who dream of being named the Diet Pepsi NFL Rookie of the Year, the excitement leading up to this year’s award is quickly advancing to the next level. And for fans wondering who will be this year’s Vince Young, Ben Roethlisberger or Jeremy Shockey (prior winners of the honor), the moment of truth is upon us.A new spot breaking from Diet Pepsi, created by agency TracyLocke, will spotlight the recently named finalists for the Diet Pepsi NFL Rookie of the Year Award – Dwayne Bowe (Wide Receiver, Kansas City), Marshawn Lynch (Running Back, Buffalo), Adrian Peterson (Running Back, Minnesota), Joe Thomas (Offensive Tackle, Cleveland) and Patrick Willis (Linebacker, San Francisco) – and will air on the NFL Network and on NFL.com. Fans will vote on the recently announced finalists throughout the month of January, with the winner to be announced at a press conference at Super Bowl XLII in Arizona.
Entering its sixth year as the official soft drink sponsor of the NFL, Diet Pepsi is the presenting sponsor of the NFL Rookie of the Week and NFL Rookie of the Year awards. In its initial spot that introduced the campaign on NFL Network, TracyLocke captured the spirit of youth, energy and excitement that characterizes the Diet Pepsi brand. Throughout the regular season, five players each week were nominated for the Diet Pepsi NFL Rookie of the Week honors. Fans voted for the winner on NFL.com and via Sprint wireless service, with the winner announced every Thursday on NFL.com.
To bring the campaign to life, TracyLocke:
January 2, 2008
MasterCard Worldwide Taps TracyLocke for National Promotions
Initial Campaign to Break July 2008
TracyLocke today announced that the agency has been named agency of record for U.S. National Promotions by MasterCard Worldwide. Estimated billings were not disclosed.Initially, TracyLocke will direct the work for MasterCard from its Wilton, Conn., office, creating a series of concepts for the brand’s summer and holiday 2008 consumer usage promotion periods, with the objective of delivering a 360-degree integrated approach. The campaign will utilize the latest technology and will leverage the equity MasterCard has in its “Priceless®” brand platform, with ownable and exciting concepts that demonstrate year-after-year staying power.
According to TracyLocke Client Service Director Soche Picard, “MasterCard has built tremendous brand equity in the market with its ‘Priceless’ campaign. With TracyLocke’s long history of leveraging equity to drive behavior, we look forward to this partnership and the numerous opportunities it presents.”
» Read more: reuters.com
December 27, 2007
Best of Ads, Worst of Ads
The Wall Street Journal - By Suzanne Vranica
Some campaigns were big hits and others were big flops. Our choices for the best and worst in 2007:
The Best…
D’Oh!
Client: The Simpsons Movie
Agency: Omnicom Group’s FreshWorks
Content: As part of a cross-promotion with News Corp.’s Twentieth Century Fox, 7-Eleven converted 12 of its stores into Kwik-E-Marts, the fictional chain of convenience stores in the animated TV series. The stores even sold specially created items such as Squishee (the fictional frozen beverage similar to 7-Eleven’s Slurpee), pink-frosted Sprinklicious doughnuts (a Homer favorite) and boxes of KrustyO’s cereal.
» Read more: wsj.com
December 17, 2007
Non-TV Efforts Creativity Loved
Advertising Age - By Barbara Lippert
Simpsons Campaign
…The multiple agencies pushing The Simpsons Movie cornered virtually all spaces, including outdoor, digital and TV. With Crispin Porter + Bogusky’s cross-promo Burger King effort, the sci-fi “Simpsonize Me”? TV spots and the web-based avatar creator of the same name, as well as TracyLocke’s 7-11 takeover, audiences were treated to a heavy dose of Homer and Co…
October 30, 2007
Meow Mix Acatemy Attracts 50,000
PROMO Xtra - By Amy Johannes
Meow Mix is wrapping up an 11-city tour this week that gets people to think and play like their pet cats.
The Acatemy™ tour features a variety of cat-themed events for people, including “Cat-isthenics,” a place for visitors to exercise like a cat in cat cubbies, a large ball of yarn and a climbing wall, an arts and crafts station where people build a new toy for their cat and “Cat Scratch Fever,” a section that teaches pet owners how to scratch like a DJ.
So far, more than 50,000 people have experienced the Acatemy, and more than 50,000 samples of Meow Mix wet food have been distributed. At each stop, Meow Mix donated a pound of cat food to a local animal shelter and collected consumer information for future marketing…
» Read more: promomagazine.com
July 16, 2007
The Smart Mart: 7-Eleven and The Simpsons are a winning combination
ADWEEK - By Barbara Lippert
It’s obvious to all that Simpsons creator Matt Groening based the unappetizing-to-foul Kwik-E-Mart on 7-Eleven, right down to its signature drink, the Squishee. The irony is that 7-Eleven should thank heaven for it. And in a genius move, it’s doing just that: In one of the most innovative marketing campaigns ever created, the convenience store chain is partnering with 20th Century Fox to promote The Simpsons Movie, to be released July 27.
AWARDS
June 16, 2008
Cannes Lions International Advertising Festival
• PROMO GOLD LIONS
7-Eleven Simpsons: D’Oh! Thank Heaven
» Read the Case Study
June 4, 2008
Effie Awards
7-Eleven Simpsons: D’Oh! Thank Heaven
» Read the Case Study
May 2, 2008
National ADDY® Awards
• GOLD EXTERIOR DESIGN ADDY
• GOLD SALES PROMOTION ADDY
7-Eleven Simpsons: D’Oh! Thank Heaven
» Read the Case Study
Nokia 5300 VIP Kit
» See the work
April 18, 2008
District ADDY® Awards
• GOLD MULTIMEDIA CAMPAIGN ADDY
• GOLD EXTERIOR DESIGN ADDY
• GOLD SALES PROMOTION ADDY
7-Eleven Simpsons: D’Oh! Thank Heaven
» Read the Case Study
Nokia 5300 VIP Kit
» See the work
Tabasco Authenticity Campaign – 139 Years
» See the work
Harrah’s North Kansas City Invitation
» See the work
April 9, 2008
2008 REGGIE® Awards
• GOLD LOCAL, REGIONAL MARKET
(BUDGET OVER $1,000,000)
• GOLD EXPERIENTIAL MARKETING
(BUDGET OVER $1,000,000)
• SILVER MULTI-PARTNER PROMOTION
7-Eleven Simpsons: D’Oh! Thank Heaven
» Read the Case Study
• GOLD NATIONAL CONSUMER
(BUDGET BETWEEN $1,000,000
AND $5,000,000)
Stacy’s: Welcome to Stacy’s
» Read the Case Study
February 8, 2008
Dallas ADDY® Awards
• GOLD EXTERIOR DESIGN ADDY
• SILVER SALES PROMOTION ADDY
7-Eleven Simpsons: D’Oh! Thank Heaven
» Read the Case Study
Tabasco Authenticity Campaign – 139 Years
» See the work
Texas Lottery Daily 4 Campaign
» See the work
Nokia 5300 VIP Kit
» See the work
Harrah’s North Kansas City Invitation
» See the work
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