Promo - June 2008 - (Page 21)

Agency of the Year the other. So in ’99 we put them together to form Digitas, recognizing that that core DNA of measurement and accountability was going to be immensely important to the evolution of the digital space.” She adds: “The company today is a reflection of that heritage. Innovative technology and next-gen thinking, but we can’t have a meeting without someone asking, ‘What’s the outcome?’ ” This has paid off since the acquisition. The agency has won business from the likes of Miller Brewing, Sara Lee and Saturn, although it did lose AT&T Wireless when that client consolidated its outsourced services. Once you have that consumer knowledge, the Digitas philosophy is to The same holds true in the promotions and experiential campaigns that Digitas conceives. “Traditionally, promotions have focused on a short-term impact with a target audience,” says Steve Greifer, senior vice president for promotions. “Now we’re focused on identifying the customers that are going to move the needle for our clients—the right advocates to move that brand message forward.” Finding those influencers and making that connection can mean offering consumers something they truly value. The agency’s promotions vice president Jackie Stone points to an online campaign the agency is running for Buick this year: “Tee Off with Tiger.” Entrants predict how well Tiger how he’s playing each hole, what club he’s using and what strategy. We had insight into the consumer, and then we acted to bring that to life with a campaign that starts a broader conversation inside the group.” Other connection campaigns launched in the last year include the American Express Members Project, which asked cardholders to suggest worthy social projects. It pledged a $1 donation for every member who voted for the idea (to a $5 million limit). An online social network for breast cancer survivors under the Astra-Zeneca brand is another campaign. So what do you concern yourself with when you’re a digital star and generating both business and ideas? Promotions vice president Jackie Stone (L) and senior vice president for promotions Steve Griefer look beyond those insights to the ways a campaign message can be integrated into prospects’ lives most seamlessly, says Digitas Boston’s executive creative director Heath Rudduck. “We want to deliver a product, service or solution at the point in that consumer’s life where we can be most interwoven into their daily existence,” he adds. Woods will fare, hole by hole and round by round, for each tournament he enters through the end of September. The top prognosticator will win a round of golf with Woods, who will serve as the winner’s caddy. “These golfers are fascinated with how the game is played,” Lang says. “So the conversation around the promotion is how Tiger’s scoring, Talent development. “We’re in a really fortunate position right now because we’re attracting fabulous people as an industry leader,” Lang says. “We spend a lot of time grooming and developing the next generation. Our world is changing very fast, and people are just now growing up in this part of the industry.”—Brian Quinton Promo / WWW.PROMOMAGAZINE.COM / June 2008 21 http://WWW.PROMOMAGAZINE.COM

Table of Contents Feed for the Digital Edition of Promo - June 2008

Promo - June 2008 Contents Editor's Note 51st State? Brand Weaver Hip Candy Viva Beisbol Hola or Adios? Commentary Agency of the Year: Digitas The 2008 Promo 100 Draftfcb Next Marketing Oddcast All Terrain Gigunda The Agency Center Resource Center Take a Stand Index of Advertisers

Promo - June 2008

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