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Shelley Brand

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The Stigma of B2B

By | Creative Strategy, Inside The Studio, Marketing | No Comments

We do our fair share of B2B work, though, in fairness to our clients, we use that distinction only for the purposes of this post. Philosophically and in practice, we see no distinction between B2B and B2C, or between any industry, market or segment – how we approach their challenges and opportunities are the same regardless of whether it is a consumer brand or an industry trade group. So why the longstanding stigma against B2B? Why the complaints, usually loudest near the creative department, when an upcoming project has the dreaded “B2B” label affixed to it. It’s boring. It all…

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Brand Discovery: Setting The Stage For Efficiency in Creativity

By | Concept, Creative Strategy, Inside The Studio, Marketing, News | No Comments

Identifying the opportunities for differentiation is essential in creating a brand that is distinct and stands out from the competition. Where are the holes in the market? What are the areas of opportunity for positioning the company visually and tonally? Understanding these questions ensures we’re helping our clients reflect their perspective and approach in a way that is actually unique or demonstrably different. Working with a client on a new brand or brand refresh, this process of learning about the company, the marketplace and competitive set is crucial to the success of the project and for the long-term prospects of…

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New Work: Rackspace + Microsoft Azure Infographic

By | Concept, Creative Strategy, Inside The Studio, New Work | No Comments

To help launch their new partnership with Microsoft Azure, Rackspace asked us to create an infographic and landing page to highlight the benefits of their new managed-service option for the Azure platform and support their promotional campaign for an informational webcast. Starting with the infographic, we developed a concept that highlighted the pain points at each level of the IT decision-making chain – from the dba’s to the CTO – to demonstrate the breadth of the Rackspace+Microsoft partnership in delivering solutions to enterprise-level data challenges. Using a narrative structure to create vignettes for our four audience segments, the infographic and subsequent landing page demonstrate that Rackspace and Microsoft understand the…

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What is Concepting

By | Concept, Creative Strategy, Inside The Studio, Marketing | No Comments

We often use the term concepting when talking to clients and potential clients, but what does it really mean? What is a concept and what value does it have? Why do agencies always want to do a round of concpeting before starting work? At a high-level concepting work is simply exploration and idea generation. The value in concepts are twofold: (1) in the quantity and (2) making the decision upfront. If you can review more than one option, then you will make a better decision if for no other reason than the fact that you have to make a decision…

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5 Ways to Get the Most Out Of Your Agency

By | Creative Strategy, Marketing | No Comments

I’ve been running projects for over a decade now, working with a wide range of clients, business categories and project scopes. One of the things I’ve learned over the years is some clients get more out of their agency than others and it has less to do with the size of their budget than it does their overall approach to working with the agency. From the Fortune 500 to one-man startups, business-to-business accounts to consumer giants, these are the five things clients can do to get the most out of their agency relationship.

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What’s the First Step: Tactic Map

By | Creative Strategy, Marketing | No Comments

When creating a marketing strategy, the hardest thing to decide is where to start. To help facilitate this decision for our clients, we often create a tactic map diagram to break down the opportunities and opportunity costs associated with different tactics. Each diagram we create is unique to the client, their target audiences and marketing objectives, but the example below provides some insight into our approach and thought process for helping our clients get into market effectively.

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Cutting Room Floor – Rackspace

By | Inside The Studio, WIP | No Comments

Before our Inspired Infrastructure campaign for Rackspace Digital launched at SXSW earlier this year, the CT team put together a strong portfolio of campaign concepts that made the final decision difficult for our partners over at Rackspace. One concept, Pixel, went on to win a Platinum Award in the concept category at the Creativity Awards. Below are a few other studio favorites from this multi-faceted project.

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