A premium Canadian-made coat that can withstand the coldest winters
Developing a unique brand with old school charm for a Restaurant / Whiskey Bar concept is quite the challenge. Although the concept was just born, Imagery set out to create an identity rooted in a vintage style (speakeasy) with an era appropriate typeface and crafty elements that set the vibe for patrons before even setting foot in the door.
How do you create consumer appeal for an up and coming international company passionate about their jewelry products? You go through a professional rebranding process.
Imagery’s objective was to update the Forever Crystals brand by designing a contemporary identity system that visually identifies with their history and connects with their core mission. We wanted the new brand to be approachable, to garner mass-market interest, driving traffic online or through its retail locations.
It’s a Home Run!
Digital Marketing Glossary 2017
Programmatic advertising is a word jumble of often-confusing terms and uncertain definitions. Perhaps you’ve found yourself nodding along in a meeting, too afraid to ask “What’s that mean?” The space, which at the most basic level concerns how digital ads flow online, is constantly evolving. What was programmatic yesterday is not the programmatic of today or tomorrow. Here’s a look at the terms and practices that are essential to know as a digital marketer on the way to 2020.
Attribution. Determining which part of a marketing campaign had the greatest effect on the consumer. If someone buys a car, attribution helps the automaker understand when the person made the decision. Was it prompted by a Facebook video, or an ad served after a Google search? A related term is last-click attribution, which often gives credit for a purchase to the last ad that a person saw beforehand.
Audience. A group of people identified by a brand for ad targeting purposes. Facebook and Twitter, as examples, offer Custom Audiences and Tailored Audiences, respectively. To reach them, brands provide email addresses of consumers they want to target on those platforms. Some audiences are also known as “segments,” groups of people that share the same characteristics or took the same online actions.
Cross-device. Involving multiple screens—those of laptops, tablets, phones, desktop computers or TVs. Marketers are trying to understand when their messages reach consumers on different devices throughout the day, identifying users accurately as they switch screens. Cross-device data lets marketers avoid repeating messages to the same person on different screens more than they want to, among other things.
Deterministic. Data that can accurately identify a consumer for targeting ads, such as a visitor’s login information for a website. Other deterministic data points are credit cards, phone numbers and addresses.
DMP (Data-management platform). The systems that brands use to make sense of any information they can find about consumers and the marketplace. Brands upload first-party data (consumer emails, sales figures, etc.) to a DMP and combine it with other data sets to make better decisions for their marketing.
Baptist Health Foundation
Healthcare is a challenging, yet rewarding field. Unfortunately, it’s also very costly. In an effort to offset these costs, The Baptist Health Foundation launched a philanthropic initiative through the purchase of personalized Bricks which memorializes donations made by those inspired to help. Imagery was commissioned to developed this ad campaign to help fund the new development of the Baptist Health Foundation and its mission to eradicate cancer. Our creative approach showcases the love and compassion that each brick exudes and how each donation is personal and most importantly, appreciated. We feel these ads lay the foundation to a philanthropic mission that is strong and deeply rooted in improving everyone’s life it touches.
When Imagery was tasked with updating Gulfstream Park’s logo, we felt the addition of an iconic element based off the new attraction being developed at the park was the way to go. This rendering depiction of the new Pegasus monument was meticulously detailed to give the brand character and dimension that brings it to life. The result we feel, really took flight.
Bringing people through the gates of Gulfstream Park is not necessarily the most difficult task. However, their are those that may not know there’s more to this destination than gambling and horse racing. Our campaign was designed to showcase all the park has to offer. From shopping to dining… it’s just a walk in the park.
A Test of Blind Ambition
The experiences of blind Paralympian Libby Clegg growing up have inspired the new campaign for Guide Dogs.
The work offers soundbites based on events from Libby’s life, including being bullied, changing schools and discovering her talent for running, despite others insisting she should not attempt it.
This is a very powerful ad, that makes you focus on sound for sight and allows your imagination to take over.
Advertising is complicated and difficult to explain
My wife and I recently had dinner with my 8-year-old son and his friend. We asked my son’s friend what his parents do for a living, and he knew—I mean, he really knew.
He not only told us his dad is a surgeon, but what kind of surgeon, the surgeries he performs, and the instruments he uses during his procedures. Our jaws went slack. This kid not only understood his father’s trade but also how to explain it clearly and articulately to others.
I turned to my son and said, “Do you know what daddy does?”
He answered confidently: “advertising.”
I smiled at my wife as if our little boy just completed a tumbling double-half layout, complete with a full twist. I looked back at our son and said, “Go on…” but that’s where his knowledge ended.
He looked down, then back up at me sheepishly and mumbled the words, “Something to do with TV and the Internet?”
That’s as good as a lot of us could do. Advertising is more complicated than ever before and thus quite difficult to explain to our clients, let alone to an 8-year-old. That’s when I told him this story:
This summer, I meandered into a shop in Montauk. The owner was in the back of the store making jewelry in front of a glass case full of silver ornaments and charms she created. Each was meant to dangle from a necklace or bracelet.
I don’t wear any jewelry beyond my wedding ring and a durable plastic watch but I recently had a birthday and found myself interested in buying something meaningful to wear around my neck and close to my heart. I looked at dog tags, sailing anchors, hearts, coins, bullets, tusks, locks and lockets, but none appealed to me. Each charm represented something different but none of them told my story.
I kept coming back to a small silver ring in the glass case. There wasn’t anything ornate about it but it was beautiful—simple and raw. I’m not sure why I was drawn to it but I couldn’t take my eyes off it.
I finally asked the shop owner to tell me the story of the ring. She looked at me, head half cocked, and said, “Story?”
I said, “What does it mean?”
“Oh…” she said, “Nothing—it’s a ring.”
I told her I really liked the ring but I can’t hang something devoid of meaning around my neck and close to my heart. It needed a story, some significance.
She said, “I’m not sure what to tell you.”
Dejected, I began to walk towards the door, when she said, “Wait…rings are symbols of the circle of life, of the connections we make and keep with us.”
Without hesitation, I pivoted in her direction and said, “Yes…perfect…the circle of life…yes! How much do I owe you?” That was something I could put around my neck. Now, when I looked at this ring, I instantly thought of my wife and children, my parents, and my brother. In a fraction of a second, this small piece of silver symbolized the single most important aspect of my life —my family.
You see, in advertising, we’re in the business of telling stories, uncovering meaning and infusing symbolism where none exists. Often times, our job is writing the backstory, the mythology, and helping people connect with brands, products, causes and issues in ways they never envisioned.
My son looked at the ring around my neck. I wondered if the friend would go back home and say, “I have no idea what his dad does for a living.”
“You got it?” I said.
My son nodded. “Yep, and I think I want to be a surgeon.”
The Next Big Digital Opportunities for Marketers
We’re hearing urgent calls for brands and agencies to evolve to become more digital, data-driven and tech-first. But, nearly every agency today has deep competency in search, display, paid social and even content creation. TV continues to occupy a significant amount of people’s time (4.5 hours per day, according to Nielsen), and brands are still putting a lot of money into it.
While disruption is nothing new, brands are finally responding to it in a big way, rapidly shifting their budgets to new platforms. In the next 12-24 months alone, we’ll see all of the following:
- Digital overtaking broadcast in total media spend.
- Mobile overtaking desktop in digital media spend.
- Marketers purchasing 63% of display media programmatically.
- Companies spending over $32 billion on marketing technologies for their organizations.
In other words, we find ourselves in the midst of a third wave of digital, brought on by the rapid proliferation of micro video, messaging apps and devices with larger screens. In particular, four big opportunities lie in front of us: co-creation, data and creativity, the new breed of native and the marketing culture.
Robinsons’ baby grows up in 60 secs
One of the freakiest but fun ads published this year gives true meaning to the circle of life:
We open on a mom, dad and baby boy. But within seconds, he’s always getting bigger and bigger, and trying to run away from them.