These groups are stocked with talented and passionate people. Rooted in a culture of shared ideas, creativity, openness and accountability. And fueled by a sincere desire to take our clients' needs much more seriously than ourselves. They don’t just make the needle move. They rattle it, rip it from its moorings and fling it into the Charles.
Clever. Funny. Entertaining at client meetings. Like most creatives, our people are all of these things. But, in a twist, our creative people are also insightful. Strategic. Proactive. And care as much about building your business as they do about crafting your ads. Which is also very entertaining to clients.
It was a mostly overlooked gesture in a meaningless game. A final nine innings in New York that would bring a disastrous 2012 season to an end. But there was something about Dustin Pedroia’s insistence on playing in that final game, despite a broken finger, that stuck with us all winter as we began work on the Red Sox 2013 campaign.
It’s no question that the world of sports is evolving to the second screen. People are constantly looking for updates, shelling out top dollar for exclusive rights to highlights and games that might not be immediately available in the morning newspaper or on SportsCenter.
The first question I always get when I’m wearing the Google Glass is “HOW did you get that? I thought they weren’t out yet??” The story is pretty ordinary - I tweeted to Google’s Project Glass why I should be trusted with their newest, most exclusive piece of technology. And just like my peers, Neil Patrick Harris and Soulja Boy, I was chosen.
There are many reasons that drive a rebrand. Maybe the culture of the company has changed. Maybe the position of the company has changed. Or maybe the identity just needs a little nip and tuck. But it’s crucial to stay current and relevant in whatever your industry. Even strong, established brands have evolved along with the changing times and changing marketplace.