Promo - November 2008 - (Page 29)

Agency of the Year 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 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 a consumer’s life where we can be most interwoven into their daily existence,” he adds. 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.” 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 ran for Buick this year: “Tee Off with Tiger.” Entrants predicted how well Tiger Woods would fare, hole by hole and round by round, for each tournament he entered. The top prognosticator won a round of golf with Woods, who served as the winner’s caddy. “These golfers are fascinated with how the game is played,” Lang says. “So the conversation around the promotion was how Tiger’s scoring, 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? Talent development. “We’re in a really fortunate position right now because we’re attracting fabulous people as an industry leader,” Lang says. —Brian Quinton http://www.graphia-alliance.com.br http://www.graphia-alliance.com.br

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Promo - November 2008 Contents Editor's Note Pro Awards The Promo 100 The Agency Center Resource Center Index of Advertisers Promoland

Promo - November 2008

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