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Cadillac is Going Rogue

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2014-cadillac-ctsCadillac is “Going Rogue.” No, not in the Sarah Palin-esque style after which she so eloquently titled her memoir. Rather, in its advertising switch from Fallon Worldwide to three firms from the Interpublic Group of Companies simply called “Rogue.” Rogue is comprised of Campbell Ewald (Detroit), Hill Holiday (Boston), and Lowe (London).

“Our open architecture model brings together outstanding IPG talent with deep knowledge of both autos and the luxury consumer — domestically and around the world,” said Michael Roth, Chairman and CEO of Interpublic Group. “Our offering will be comprised of the exceptional creative capabilities of Hill Holliday, a powerful base of operations in Detroit thanks to Campbell Ewald, and Lowe’s dynamic international network.”

Back in March, Bill Shea at Crain’s Detroit Business told the public that Cadillac would be taking the reins of its advertising back from Fallon Worldwide and giving it to Campbell Ewald. Tuesday, Shea announced that “Campbell Ewald hired as part of Cadillac ad account switch.” The focus has been on Campbell Ewald because of its long history…

Read the entire article on the Talent Zoo blog Beyond Madison Avenue at: http://www.talentzoo.com/beyond-madison-ave/blog_news.php?articleID=17668

At 102 Years Old, Campbell Ewald’s Still Got It

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Campbell Ewald’s New Detroit Headquarters

Campbell Ewald’s New Detroit Headquarters

While some say Detroit has a long way to go, it is certainly on the upswing. With the idea of an Emergency Financial Manager looming, waiting on a verdict in ex-Mayor Kwame Kilpatrick’s court case and other negative press that surrounds Detroit, there is still a sense of new beginnings. More and more companies are relocating their offices to Detroit since Quicken Loans first started the trend back in 2010.  Campbell Ewald is the next of the presumed many more such companies, especially advertising agencies and creative shops, to relocate to Downtown Detroit.

Rumors have been floating around for some time now, but Campbell Ewald held a press conference yesterday making its plans to move to Detroit official. Their new headquarters will be located in the former J.L. Hudson warehouse next to Ford Field, home of the Detroit Lions. The new outdoor patio actually overlooks the outfield of Comerica Park, home of the American league Champion Detroit Tigers. Ken Burbary, Chief Digital Officer at Campbell Ewald remarked via twitter that “it’s going to certainly make attending games more convenient.”

To attend the press conference the company brought hundreds of its staff to the event in a convoy of school buses. Mayor Dave Bing was on hand to show his support and welcome CE to their new home. The inside of the warehouse is a blank slate now, but come this Christmas this historic building will have a complete face-lift thanks to the skillful hands of architects Neumann/Smith.

Campbell Ewald originally left Detroit for Warren in 1978 to be an earshot away from the GM tech center. Prior to that, CE was actually located in Detroit for 67 years. Leland K. Bassett, Chairman and CEO of Bassett & Bassett Communication Managers, welcomed Campbell Ewald back to Detroit via Twitter saying “We’ve been waiting 36 years for you to join us in Detroit again.”

At the press conference, CEO of Campbell Ewald, Bill Ludwig said, “I think it’s a very vibrant time in the city… it’s part of our DNA and I’m glad it’s being reawakened.” Mayor Dave Bing added “It’s going to take bold visions like Bill has done to bring Detroit back.”

Bill Ludwig and the team of approximately 600 at CE will certainly play a large role in the revitalization of Detroit. With CE now headed back to Detroit, this helps fulfill Dan Gilbert’s vision that he set forth with Opportunity Detroit. “When I graduated, I wanted a job in MI to somehow be a part of Detroit’s revival. Thank you @campbellewald for allowing me to do so,” said Kristen Selasky Account Coordinator at Campbell Ewald via Twitter.

The creativity and ideas flowing out of the heart of Detroit right now are unbelievable. When Frank Campbell and Henry Ewald started the company with 6 other employees in 1911 it is doubtful they would have imagined the company to be as large and agile as it is today. How many companies do you know of that are over 100 years old and still making tracks?

The Importance of Typography to Logo and Brand

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chevrolet“A logo is not a brand unless it’s on a cow,” says AdamsMorioka in the Logo Design Workbook. The way consumers view a company builds the brands perception. This starts with the logo but travels far beyond. A logo, a good logo, starts with a study of what the company is and what it is trying to achieve.  What does the font in your logo and marketing materials convey?

Disclaimer: If you think ‘Comic Sans’ is a viable font choice stop reading now.

In the Logo Design Workbook, typography is described as “pictures of words.” Each typeface can bring out a different meaning. Have you ever tried typing the same word 20 times all with different typefaces? Do it now. I will be here.

Now look at what you see. It is the same word 20 times but with 20 different meanings, some slightly and some drastically different. Performing a study of diverse typefaces can be very important, and in high-profile cases may be necessary, to discover options for the brand.

In some instances it may be necessary to create a new typeface altogether. In a meeting of the Detroit InDesign User Group at Schoolcraft College on November 15, 2012, Eric Weir and Martin Smith fromGoodby, Silverstein and Partners Detroit stepped in to discuss their techniques and thought processes behind the 2013 Chevrolet catalogs. Among other design elements, Eric and “Marty” went into detail about the importance of font choice. In the case of the Chevy catalogs they actually commissioned two completely new fonts to be created. One unidentified attendee in the question and answers session said, “You don’t want your plumbing company to look like a Mexican restaurant!” While a plumbing company looking like a Mexican restaurant may sound like a stretch, it is not to some uneducated in the importance of font choice.

For a plumbing company it may be easier to find a font that would work well compared to the largest automaker in the world, but in both cases it is important. The logo should be built with the font choice in mind if at all possible. Since William Durant and Louis Chevrolet probably did not consider this in the early 1900s, we can give them a break. However, the Chevy logo is a great example of how a brand can go through a number of modifications and still stay true to its brand identity.

The logo, the typeface within it, and the corporate identity all go hand in hand. If this seems like an introduction to type it was not meant to be. It is just simply a reminder that something as simple as a typeface can change everything your company, or your client’s company, stands for. What does your company’s font choice evoke?

Article originally published on Talent Zoo for Beneath the Brand at: http://www.talentzoo.com/beneath-the-brand/blog_news.php?articleID=16411

Look Out, Madison Ave; Detroit is Coming

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Bruce Lee once said, “We are told that talent creates its own opportunities. Yet it sometimes means that intense desire creates not only its own opportunities, but its own talents as well.” The Detroit advertising community has the talent and the intense desire. This was clearly evident at The D Show advertising awards last week.

Sponsored by the Adcraft Club of Detroit, The D Show is an annual event that celebrates Detroit’s best and most creative minds in advertising. There you will see shops of all sizes from small ones to heavy hitters like the Detroit offices of Leo Burnett, Goodby, Silverstein & Partners, Fallon, and WPP’s Team Detroit, comprising JWT, Y&R, Wunderman, Ogilvy, and Mindshare. The theme of The D Show was “Enter the D Show” which very closely resembled Bruce Lee’s infamous film, “Enter the Dragon.” It was described as the ultimate mental arts competition.

As the lights dimmed and the show took off you could cut the excitement with a knife, or a roundhouse kick, whichever you prefer. Stuart O’Neil of Team Detroit chaired the event and proudly noted, “First win the fight in your backyard, the make it on to the other show.” O’Neil speaking of “other” in reference to the Cannes Lions, Clio’s, Addys, and the like. Although The D Show may be a local advertising awards show, its ads have a global footprint.

As one may suspect, there were a lot of commercials and campaigns in the automotive sector. As one may not expect, there were a good number of campaigns outside of automotive, showing that Detroit is not simply a one-trick pony.

The D Show produced 85 awards in total. Below includes some of the stand-outs from the night.

  • One of the big local winners of the show was Yessian Music, taking home 7 Ds for original music and sound design.
  • The Richards Group won Best of TV with the Fiat commercial entitled “Seduction.” Watch the spot here.
  • In the Consumer TV category, Goodby, Silverstein & Partners accepted the D for their Chevy year-end sale event with St. Nick. Watch the spot here.
  • Capping off the night, Team Detroit won Best in Show with their Nanoblock print campaign for the Ohio Art Company.
  • See the entire list of winners.

The show was captivating and inspiring, marking a shining moment for the rebuilding of Detroit. Sherri Weitzman, President of Adcraft and National Advertising Manager at Cadillac, gave the closing remarks for the night, saying, “The out-of-town judges were blown away by the talent coming out of Detroit.” Weitzman elegantly concluded declaring, “We are back.”

Article originally published on Talent Zoo’s Beyond Madison Avenue at: http://www.talentzoo.com/beyond-madison-ave/blog_news.php?articleID=16148

Detroit Tigers’ Marketing is Focused on Personalization

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The American Marketing Association (AMA) of Detroit held an event last Thursday on September 13, 2012 entitled “Marketing the Detroit Tigers.” Naturally it was a sell out. The presentation was led by Ron Wade, Director of Marketing for the Detroit Tigers. After an extensive tour of the clubhouse, dugout and press box we all gathered in the Champions Club at Comerica Park for the presentation.  Wade is a very dynamic speaker and with something as interesting as the Detroit Tigers he kept us all yearning for more.DetroitTigersLogo

The session started off watching the most recent “Who’s Your Tiger?” TV advertising spots. Then he spoke to us about the new Who’s you Tiger campaign for the 2013 season, and I must say, it’s clever. What struck me right away was that no matter how good their marketing is and no matter how much they do they are judged on ticket sales alone. It’s a good thing the Tigers are 2 games out of first place right now for their sake.

Ron and his team are the keepers of the brand. “The ‘Who’s Your Tiger?’ campaign personalizes the fan experience,” said Wade.  The campaign started in 2005 and continued for 3 years strong. After that the campaign took at 2 year break but the fans didn’t realize it was even gone. They would still come to the park with signs saying who their Tiger was. When asked why the campaign stopped Wade explained that when 2008 hit the recession was in full force and they really wanted to focus on heritage. And while the heritage campaigns were a nice sentiment, “Who’s Your Tiger?” came back in full force in 2010. Now, this campaign shows no signs of slowing down and neither does their partner ad agency in Troy, SMZ Advertising.

Traditional campaigns aren’t where this stops. They personalize social media far beyond what others would consider. These days people are watching the game on two screens, TV and via smart phone. To capitalize on that the Detroit Tigers use a variety of social networks including Facebook, Instagram and Twitter. For the sake of length I’ll just focus on Twitter.

On Twitter they have 4 main twitter handles for 4 different reasons. The main one is @Tigers. Then, since nearly 40% of Tiger’s players’ first language is Spanish they have developed the twitter handle @TigresdeDetroit. On top of that, their Spanish social media is handled in-house. Now, say you’re at a game relaxing and enjoying the day and you want to hear a certain song. You can tweet @ComericaParkDJ and they will play your song request throughout the entire park. Cool huh? Not only that but if you have an issue in the park you can also tweet @ComericaParkOps and they will take care of it for you. The Tigers also bring in social media activation by allowing fans to tweet their seat location to them during any game to be bestowed “Fan of the Game.”

The last way that fans can personally connect with the ball club on Twitter is through the players. Cy Young award winner Justin Verlander is among the players that tweet.  Wade admits that “Pitchers have the most downtime to tweet.”

To personalize their contact with the fans even more they are heavily involved in the community. With programs such as the Miracle League Fantasy Camp and Dreams Can Come True programs, the Tigers are very dedicated to making  to a difference in the community.  Wade said that the Tigers don’t publicize these efforts because “it’s just something that should happen.”

No matter what, Wade and his Tigers marketing team want to personalize every aspect of their marketing. What were some key takeaways to help you in your social media personalization? Wade gives us three things to do.

  1. Find your brand ambassadors and give them what they need. These key people can help you more that anyone else. Wade says you must “treat social media like free advertising and don’t oversell.” With the personalization tactics it connect fans directly with the brand. When a fan is connected with the brand they want to stay close with that brand. This is what propels these fans to keep coming back.
  2. Photos. Be social with what fans you do have and keep them connected with photos on Facebook and Instagram.
  3. Look to your competitors. It’s no secret what they are doing. “Sports teams are some of the biggest copycats in marketing,” says Wade.

Ron Wade’s future goal? To own his own minor league baseball team.

Next time you’re at the park you’ll have a lot more to think about. Tweet, Like, Post. Go Tigers!