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MKTG SF Wellness Week

In true Cali style, our San Francisco officed kicked off the summer with a dedicated Wellness Week from June 11-14, with each day having a special focus:

Monday: We canceled our weekly Monday bagel order and set up a smoothie station where our employees could make their own, or grab a pre-made smoothie.

Tuesday: Ugly Juice, a cold-pressed juice company that transforms “ugly produce” into fresh juice in an effort to fight food waste brought in fresh pressed juices for everyone to drink and start their day off on the right foot!

Wednesday: Zen time! We brought in a massage therapist for 15-minute shoulder massage sessions for any employee that signed up.

Thursday: We walked as a group to the Ferry Building’s Farmer’s Market where we sampled fruits and veggies and brought a variety of fresh peaches back to the office for those that couldn’t join.

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Written by Stephanie Rudnick
Stephanie Rudnick

July 16th, 2018 at 9:41 am

Posted in Experience

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with one comment – Latest by: MKTG SF Wellness Week - Pro Event Network - Blog
[…] By Stephanie Rudnick […]

BEER EXPERTISE BROUGHT TO A NEW LEVEL AT MKTG

 

 

MKTG’s very own Senior Guinness Brewery Ambassador Chris McClellan was recently notified that he passed his Advanced Cicerone Exam. To put this achievement into perspective, there are currently 100 Advanced Cicerones in the world, and less than 10% of people who pass, do so on the first attempt, as Chris did. We all know that Chris knows beer, and this certification places him in rare company. We sat down with Chris to learn a little bit more about how he turned his love for all things beer into a career, and how the entire Guinness Brewery Ambassador team at MKTG has helped Guinness build on their reputation as a leading global brewery.

Q: Tell us about your role as a Senior Guinness Brewery Ambassador at MKTG:

A: We started the Guinness Brewery Ambassador program at MKTG about three years ago with the vision of building a national team of beer experts and storytellers. This is a totally unique offering in the beer business, even today, with no other brewery offering this sort of team. It’s an unbelievably interesting and competitive beer market here in the U.S with almost 7,000 operating breweries across the country. The previous high for number of breweries was in the 1870’s at just over 4,000!

Today, beer is all about great stories and education, and our efforts have nicely positioned us to fully support and help build on the audience for Guinness’ portfolio. My role is both as a regional Ambassador for the brewery, and strategist for program. I help set some of the vision for the program, along with our entire team of talented Ambassadors, build our digital presence and toolkit, and try to act as a sounding board for any/all beer-related programming in my region.

Q: How did you land a job working in Beer? What was your journey?

A: I have worked in beer for about ten years now, on and off. My first job in beer was upon finishing business school at the University of Vermont when I landed a job at Magic Hat Brewing Company, my local brewery in my hometown of South Burlington, VT. Most people have heard of Magic Hat, so it was a great springboard into the industry. Since then, I’ve worked in various positions, both in strategy, marketing and sales.

I started my storytelling website and digital consulting practice about six years ago, The Brew Enthusiast, which I still try to write for with whatever time I’ve got left in the day (if you’re interested in beer, sign up for the weekly newsletter). I have written about beer for a bunch of different publications over the years as well, which is how I got on the radar for Guinness. I could talk about this story for hours…I’ve gotten lucky more than few times to get to where I am now, and I think most people could say that about their careers in some regard.

Q: What is the Advanced Cicerone® Exam? Is it for Guinness experts only or for beer experts across the board?

A: You can see more details on the Advanced Cicerone exam here, but essentially it’s a very difficult 10-hour exam (all in one day) held a few times a year on all things beer. The Cicerone Program was started eleven years ago by Ray Daniels, a legend in the beer industry. You need to have passed the previous two levels (Certified Beer Server® and Certified Cicerone®) to be eligible to take the Advanced Cicerone® exam.

It’s very similar to the levels of the Sommelier program in wine, which people might be a little more familiar with. It’s essentially built to help certify and benchmark industry standards in knowledge and education.

Not only do I have to be an expert on global and regional beer styles and their history, but also beer quality, draught systems, food and beer pairings, off flavor identification, etc. The sheer breadth of what you can be tested on is quite extensive, so I’m very proud of and humbled by this achievement.

Our entire team of Guinness Brewery Ambassadors, all of whom bring a unique skillset and incredible knowledge to their jobs, are at least at the Certified Cicerone® level, which is an extremely difficult level to achieve by itself and very rare in the beer industry (there are only about 3500 Certified Cicerone’s in the world right now). The program is definitely NOT just for Guinness experts, but most folks who take the Cicerone exams work in the beer business in some capacity. It’s for anyone looking to help certify their knowledge and become a known expert in the field.

Q: How did you prepare for the exam?

A: It helps tremendously if you work in the businessfor a few years at the very least, but on top of that I studied for almost the past few years whenever I had some free time. Beer style tastings, off flavor tastings (when you identify what’s wrong with the beer), reading all of my beer books over and over again, taking apart draught systems and putting them together, reading all the blogs I could, brewing with friends who work in the industry…again, I could go on for hours. It’s fun and a little stressful.

 

 

Q: You are now one of just 100 Advanced Cicerones on the planet! How does that feel and what’s next?

A: It feels great! I’m grateful for the support from MKTG and Diageo to help me get there. The entire GBA team is going to continue to push the needle for a great conversation around beer, and this accreditation is just another step on the stairs. I’m very passionate about beer, mostly because of the fascinating people who work in the beer business, so it doesn’t feel like work to me.

 

 

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Written by Stephanie Rudnick
Stephanie Rudnick

July 12th, 2018 at 11:54 am

India Brings it Home Again at the WOW Awards Asia 2018…16 times!

It’s been raining accolades at Fountainhead MKTG! The WOW Awards are regarded as the epitome of cultivating and celebrating excellence in the creation of LIVE events and our sister agency in India won 16 awards late last week, making it the most awarded agency at the ceremony!

According to WOW: “Fountainhead|MKTG’s ability to blend local insights with global perspective, and craft memorable experiences that bring brand messages to life is the cornerstone of the organization’s success and a key factor in the trust reposed by their clients. A trust that has been justified in full measure!”

CONGRATULATIONS TO ALL!

 

 

 

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Written by Stephanie Rudnick
Stephanie Rudnick

July 11th, 2018 at 4:03 pm

MKTG Releases Latest Whitepaper: Immersive Experiences

Something big is happening. We’ve all felt the earth shifting beneath our feet as we bear witness to a rapidly-changing marketing landscape. So, how do we understand this sea change? We call it convergence. Simply put: the old industry silos segregating B2B from B2C marketing are blurring and breaking down. As these marketing arenas collide, a new framework comes into view — B2P, people-first marketing.

In the latest whitepaper from MKTG, our team digs deep into demystifying “immersion” and shares the five degrees of difficulty we’ve mapped out to help brands successfully engage their target on every level and create a direct, positive experience for all. Click HERE to read the piece and learn how MKTG approaches immersive experience design and how you can implement these steps when planning your next B2P experience.

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Written by Stephanie Rudnick
Stephanie Rudnick

June 28th, 2018 at 2:18 pm

MKTG ATL Hosts Experiential Showcase

The head nod. The aspiration of every capabilities presentation.

Problem is, nods of assent look suspiciously like the onset of an afternoon nap.

So, what’s the best way to keep people’s attention during a capabilities presentation? That was the question MKTG Atlanta set out to answer.

Being in the show-don’t-tell marketing channel, the answer was easy.

On June 21st, the MKTG Atlanta office held its first Experiential Showcase for clients, brands, and related agencies in an authentically MKTG way; by letting them experience them firsthand. They created an awesome environment full of food, drinks, music and a sampling of the innovations that they’ve recently developed that have toured the country over the last year. With an escape room, unique top tennis challenge, arcade games, AR experiences, MKTG merch and plenty of monitors and TV walls featuring MKTG content, guests left with a deeper appreciation of what MKTG can bring to the party.

Take a look at the video above or HERE and the gallery below to get a peek into the action! Thanks to everyone that came out. We hope you had as much fun as we did!

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Written by Stephanie Rudnick
Stephanie Rudnick

June 28th, 2018 at 12:49 pm

NYVC | John Skipper Q&A Co-Hosted by MKTG at The Players Tribune

John Skipper and John Kosner

On Tuesday, June 12th, NYVC Sports hosted an event with MKTG and our friends at The Players Tribune featuring an enlightening, honest conversation with one of the most powerful executives in the sports business, John Skipper.

Skipper, former head of ESPN, recently joined Perform Group as Executive Chairman. Perform Group is the digital leader in global sports media and one of the fastest growing sports media companies in the world. With almost 3,000 employees in over 30 countries, its businesses touch every aspect of the way fans engage with sports. Perform Group also streams sports to fans directly through DAZN (a MKTG and Dentsu Aegis Network client), its unique live and on-demand service that while hugely popular around the globe, launches in the US later this year.

Over 300 attendees representing agencies, teams, leagues, unions, media outlets and banks/VCs spent the first hour of the gathering networking over cocktails and canapes provided by MKTG as the sun set over the Hudson River. At 7pm, it was show time, and Skipper took to the director’s chair for a candid Q&A with former ESPN employee and digital media pioneer John Kosner (@jkosner). The lively discussion that was off-the-record lasted for nearly an hour and the audience had the opportunity to ask candid questions. We were all bowled over by Skipper’s vision and conviction about the future of the sports business, especially distribution and rights.

While we cannot divulge details, trust us when we say the future of Perform and DAZN are VERY bright. Skipper is one of the most eloquent, passionate and just downright awesome southern gentlemen in the SportsBiz and we are excited to work with the team moving forward here in the US and around the globe. Until the next NYVC event, enjoy the summer!

 

 

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Written by Stephanie Rudnick
Stephanie Rudnick

June 28th, 2018 at 12:32 pm

Hashtag Sports 2018: Takeaways

Yesterday at the Times Center in Midtown Manhattan, The Annual Hashtag Sports wrapped up after three days of inspirational and actionable sessions featuring over 200 world-class visionaries from sports, entertainment and technology.

MKTG was there in full effect to not only support multiple clients who appeared on stage over the three day period, but also to act as sponges and bring back what we learned to our teams.

We sat down with two of the MKTG employees in attendance to get their thoughts. Take a look:


Gavin Blawie – SVP, Digital

 

What was your main takeaway from this years Hashtag Sports Conference?

When it comes to driving conversation and relevance across audiences at scale, there is nothing like live sport.  Sixteen of the top 20 moments last year on Twitter were live sporting events, and as broadcast viewership falls year over year, it was a gold rush of brands, leagues, teams, players, agencies, consultancies, agents and hybrids all talking the same disruption, and all looking to capitalize on the Sports X Social revolution now fully in progress.

What was your favorite session and why?

I loved How Innovation & Tech are Transforming Fan Experience – heard from experts in their fields talking about how best to personalize the fan experience, now that we can use data to better understand fan motivations, and needs, not just usage/”I bought a ticket” but now fans self identify through social and form virtual, passionate communities – “I’m not just a Rangers fan, I’m in section 125 tonight, here’s the view from my seat”

Over the course of your career,  you have attended many conferences. How does Hashtag compare and how does it differ?

Hashtag did a very good job of bringing diverse voices from all the major leagues, clients and agencies, and the ability to hear so many diverse voices saying the same things – the future is personal, content needs to be shared, superfans are key to engagement, nothing drives UGC like live – this is a very exciting time for an agency like MKTG to be navigating the change.  It’s an opportunity for all of us as an agency partner to flagship brands navigating these changing times to orient ourselves around content creation and thought leadership as much as experiential, sponsorship and H&E, and work to get our own progressive clients empaneled in panels where they reflect on principles and programs we developed together but can’t always publish.  Now, it’s less a PR and new business effort, which we always have done, but more a table stakes of consideration in a world more transformed by digital by the day.

Quinn Hurley – Summer Trainee, MKTG Global Team

 

What was your main takeaway from this year’s Hashtag Sports Conference?

One of the main takeaways I had from this year’s Hashtag Sports Conference was the focus on Generation Z. Within all the sessions I attended there was a continuous discussion of how to target Gen. Z, promoting innovative ways of marketing to them through advertisements, new channels, and app sports sections. The consistent idea from the conference was the lack of comprehension of this technological generation. I thought this focus was an interesting and difficult topic but will encourage necessary change in sports media/marketing strategies.

What was your favorite session and why?

My favorite session was called “The Value of Premium, Original Content: How to Create and Monetize New Digital Formats”, showing the mutualistic partnership between the NFL network and Snap Inc. It presented the history and results of the partnership, the background of the NFL discover page on Snapchat, the consistent NFL helmet edit features, and the strategy of the NFL Snapchat platform. They also added the results of their partnership, such as that in the 2018 Super Bowl, Snapchat became the most used app during the game for the first time in history. This session showed the ideal relationship between media and sports, emphasizing that even a traditional company like NFL can partner with new media companies like Snap Inc.

Hashtag is running a promotion for 2019 already! If you buy your ticket between now it’s only $395. Visit THIS page to register! See you there next year!

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Written by Stephanie Rudnick
Stephanie Rudnick

June 28th, 2018 at 11:36 am

Event Marketing Summit 2018 Takeaways

 

The 2018 Experiential Marketing Summit (EMS) took place at the San Francisco Marriott Marquis from May 14-16, providing a unique opportunity – especially for our West Coast MKTG’ers – to attend and learn in their own “backyard”.  It was also a great time to network and reconnect with industry friends, colleagues, and current and potential clients and vendor partners.

Joined by over 1,500 marketers from 32 countries around the world, emerging trends were predicted and dissected, and best practice case studies shared (including participation by some existing MKTG clients such as Amazon, Facebook, and Toyota).  While the buzz from past years focused on the Internet of Things and big data, STRATEGY emerged as the top common theme amongst all of this year’s panels and sessions.

Below we share a summary of the top experiential trends to watch out for in 2018 and beyond.

Macro trends:

-Mixed reality: Use of geo location + _________ [fill in the blank]

-Personalized everything!

-Shoppable everything with same day fulfillment

-Social by design: you must amplify for the brand

-Data drives strategy

Micro trends with some great experiential examples:

-User triggered content and experiences. Examples: Beck’speriment and Beck’s Conductive ink posters.

-The resurgence of cause marketing for all (not just millennials). State Farm and The Marketing Arm not only won the 2018 Best Cause/Community Program at this year’s Ex Awards, but also took home the prize for Grand Ex Award with their Neighborhood of Good campaign. CSR focused initiatives are a win-win!

-Earned experiences: Quid pro quo: Data collection,  social sharing, any behavioral action needed to participate in the experience. Kit Kat staring contest.

-Tradable experiences: Crowdsourcing with a twist. Examples include donating your breakfast in exchange for early admission to general session and this 2017 Ex award winner Take 5 Swap Exchange

-Windows and vending. Tribeca Film Festival ReActor 

-Adaptable engagements. Uber and Visa Ride and Dine mobile tour and KLM care tags

-The maker movement: Letting people create things. Netflix Make It Socks More projects here!

-Surface design: Heineken

-Festivalization: Peer-to-peer dialogs, less content and more networking.

-Hi production, short run of show: WestJet Vegas Surprise. It takes a village!

-Super buzzers: Exclusive tiny events. Taco Bell test kitchen w/ OpenTable.

-BtoB to C: Less content, more choice. Excursions. More peer-to-peer interaction. Keynotes at 8 p.m. not 8 a.m.

 

And that’s a wrap. EMS 2019 will be held in Las Vegas from May 14-16 at Caesars Palace.

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Written by Stephanie Rudnick
Stephanie Rudnick

June 5th, 2018 at 3:58 pm

Five questions with…Michelle Fung

Q: What do you do at MKTG and what’s a typical day/week like for you? (who do you interact with, what keeps you busy) 

A: I’m on the People Ops team for the West Coast and there’s not much of a typical day/week! Some days I’m working with a Graphic Designer to create assets for a social event; or I’m working with the strategists on event strategy for our adopted non-profit org; or recruiting alongside of Patrick (my manager) and Sha’Ron; or talking L&D with Jenn; or coordinating baby goats visits or an office Easter egg hunt with our People Ops Trainee, Lisa (yes, we did that for real in SF!) We’re doing all the things to try and build a special culture at MKTG SF.

 

Q: Who inspires you personally and professionally and why? 

A: I think my mom instilled the value of working hard in me. She is the most resilient person I know, and that makes me feel like I need the be the same for her.

 

 

Q: What excites you about your work?

A: When I see a problem, I get paired with an opportunity to design a solution and “fix” it. This can be the small, petty stuff like “we’ve got dishes in the sink” to the bigger, cool things like “how do we set a New Hire up for success” and “how do we start building a community within the DAN network?”

Q: What are you watching (TV, films, docs, reality, etc.), listening to (radio, podcasts, books, etc.) and reading (which blogs, sites, books, mags, etc.) 

A: Watching: The Magicians, 13 Reasons Why, Terrace House, How to Get Away with Murder, Grey’s Anatomy, Arrested Development, the list goes on…; Listening (Podcasts): Oprah’s Super Soul Conversations, Hidden Brain, Criminal; Reading (Books): Designing Your Life by Dave Evans and Bill Burnett, The Rules Do Not Apply by Ariel Levy, The Sun and Her Flowers by Rupi Kaur + a small stack of half-finished ones.

 

Q: Do you have a morning routine? If so, what is it? 

A: I can be somewhat of a routine person, and mornings are important (because I’m not a morning person): I get out of bed around 7am, take my puppers out, feed him, do my business, have a glass of warm water with apple cider vinegar, and then I’m on my way for my commute with music or a podcast episode. Lastly, breakfast in the office- usually oatmeal or smoothie.

Q: BONUS QUESTION: Anything else you want to share? Do you have a special talent?Passion? Hobby? 

A: Passion/ hobby…trying to pet every dog I see!

 

 

 

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Written by Stephanie Rudnick
Stephanie Rudnick

June 4th, 2018 at 2:49 pm

Red Nose Day @MKTG

Red Nose Day, a fundraising campaign run by the non-profit organization Comic Relief Inc. that brings people together to have fun, raise money and change the lives of kids who need our help the most, launched in the US in 2015, and in the UK in 1988. The campaign is dedicated to ending child poverty, both in the US and in some of the poorest communities in the world. The money raised by Red Nose Day in the US has benefited programs for children and young people in all 50 states and in 34 countries internationally. Globally, Red Nose Day has raised over $1 billion since its launch in the UK.

In support of Red Nose Day, MKTG offices across the US distributed red noses and hosted fundraising events. Take a look at some of the fun had about MKTGers below!

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Written by Stephanie Rudnick
Stephanie Rudnick

June 1st, 2018 at 1:45 pm