Posts Tagged ‘Saatchi NY’

SAVE THE DATE: 7X7 9th EDITION

Monday, April 7th, 2014

Check out America’s Bureau Chief of Monocle Magazine, Santiago Tarditi from Last Fall’s 7×7

Saatchi & Saatchi presents our 9th edition of 7×7 on May 6th during Creative Week at Stage 37 in Mid-Town.  Creative Week is the preeminent festival showcasing the intersection of advertising, innovation and creative thinking, and this year’s theme is “ideas for the greater good”.

The idea is simple – Seven people from seven different backgrounds each present for seven minutes.  It’s fast, engaging and fun.  Check out what went down at our last edition of 7×7 here, and you can look at some of our past presentations on our Youtube channel here.  Stay tuned for when we announce our lineup of amazing speakers!

Category: Events, New York

Spring Cleaning at Saatchi

Monday, March 24th, 2014

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As Punxsutawney Phil had predicted, there were six more weeks of winter here at the Saatchi NY office.  But now that it is officially spring as of last Thursday, we all decided to do some spring cleaning to clear up the clutter as the weather warms up. Check out some of the epic piles on their way out!

Our stream of creativity and content will certainly continue into spring, we just wanted to tidy up the edges as the city thaws.  Depending on your preference – contemporary, classic or comical – here are three people that said it best:

“There’s so much room for activities!”

-Will Farrel, Step Brothers

“It does not come to me in quite so direct a line as that; it takes a bend or two, but nothing of consequence. The stream is as good as at first; the little rubbish it collects in the turnings is easily moved away.” 

-Jane Austen, Persuasion

“If you’re going to make rubbish, be the best rubbish in it.”

-Richard Burton

 

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Category: Saatchi NY Office

King St. Q&A W/ Jessica Nandi

Friday, March 21st, 2014

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Jessica Nandi is an Associate Creative Director here at SaatchiNY.  You can find her on LinkedIn here, and if you’re interested in checking out some of her past work, head over to her website.

WHAT DO YOU DO AT SAATCHI & SAATCHI? 
I’m a creative on Olay

WHAT WAS YOUR FIRST JOB? 
Served Coffee at a golf course at 5AM

WHAT LED YOU ON THE PATH YOU’RE ON TODAY? 
School of Visual Arts

WHAT ARE YOUR LOVEMARKS? 
Union Square farmers market, painting, MOMA, Spain

WHAT’S YOUR FAVORITE AD (ALL TIME OR CURRENTLY)?
Because I hate GPS…

IF YOU NEVER HAD TO WORK AGAIN< WHAT WOULD YOU WANT TO DO?
Go to culinary school

FAVORITE PLACE YOU”VE BEEN TO?
A small little beach in Majorca.  Can’t remember the name.

WHAT’S YOUR MOST PRIZED POSSESSION? 
My cat Tigger & my husband.

DO YOU HAVE A FAVORITE YOUTUBE VIDEO?
Jim Gaffigan + bacon

WHAT’S SOMETHING YOU MAKE REALLY WELL? 
Tacos

WHAT’S YOUR FAVORITE WARM-WEATHER NYC ACTIVITY? 
Leaving NYC and going skiing.

WHAT’S YOUR FAVORITE LUNCHTIME SPOT NEAR THE OFFICE? 
Need some time to determine that one.

WHAT’S YOUR GO TO KARAOKE SONG? (COME ON, WE KNOW YOU HAVE ONE). 
I really don’t have one.

WHAT’S THE BEST MEAL YOU’VE EVER HAD? 
Family Style at La Mela.

IF YOU COULD BE THE WORLD RECORD HOLDER OF ANYTHING, WHAT WOULD IT BE?
Napping.

WHAT’S YOUR FAVORITE CREATIVE PURSUIT? 
Painting.

WHAT’S THE LAST GREAT EVENT YOU WENT TO? 
My wedding.

WHAT’S THE BEST PIECE OF ADVICE YOU’VE EVER RECEIVED? 
Think before you speak.

WHAT’S YOUR GREATEST NOTHING IS IMPOSSIBLE STORY?
My husband got me to eat a chicken heart. Ewww.

 

 

Agency Meeting Today

Thursday, March 20th, 2014

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Just a friendly reminder that SaatchiNY is hosting a big agency meeting this afternoon at 3:30PM. Festivities will get under way in the Atrium and we strongly encourage any/all to come by.

New work will be shown, Insights will be given, and fun will be had.Come early, stay late, etc.

See you there!

Category: Events

Man of Action

Wednesday, March 19th, 2014

Looking for a little bit of laughter? Let our latest for Charter help. It’s got all the ingredients for a great morning. Action. Adventure. Wildly dramatic IT guys. The works!

SXSW: Everything’s Bigger in Texas

Monday, March 17th, 2014

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SXSWi attracts a multitude of “cool stuff.” Most of it arrives in Austin courtesy of brands.  Some of it is off-beat, others have shock value, and not all (or even most, some might say) are successful.  One thing you can count on is that everyone comes to SXSW expecting something beyond the usual experience.  If a brand thinks they’ll make an impression just by showing up – they’re in for a big disappointment.  After all, this is Texas we are talking about, and everything is bigger in Texas.

In such a crowded field, a post card or pamphlet ain’t going to cut it. People want to experience something new and exciting, something that they can tweet, post, blog, and write home about…at minimum at least something they can take a selfie in front of!

Which brings us to a few questions brands should use to tailor their SXSWi efforts – How can we simultaneously make this exciting and representative of our brand? How can we get on the highlight reel? And how can we make this show up in our bottom line?  The most successful companies at SXSWi were able to go big, bring a little Texas flavor, and answer these three questions with authority. Here’s a few of our favorite examples from last week.

MARIO KART COMES TO LIFE

Pennzoil teamed up with Nintendo’s Mario Kart franchise to bring one of the most creative and exciting exhibits to the crowds gathering in Austin.  Using RFID chips and a GoPro, participants were encouraged to summon their competitive spirit and race each other around an outdoor track in Mario Kart inspired go-carts.  The object of the game is to gain power ups by running over giant stickers on the asphalt that speed up the cart and propel you to victory.

With the release of Pennzoil’s new motor oil made from natural gas, what better way to introduced motor oil reimagined than to create an experience in line with the iconic series’ latest version (Mario Kart 8).  Not only was this exhibit fun for all ages, the brand recognition and future sales gained might be priceless.

TO CATCH A CHEVY

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For our money, Chevrolet walked away the winner of the whole SXSWi experience.  If you weren’t already a Chevy fan, you certainly left Austin with a new opinion of the brand.  Not only did they have recharge stations for phones and fantastic displays of their most attractive vehicles (looking at you, 2014 Corvette Stingray), they also let attendees drive some of their new cars with the “Drive a Chevy” promotion.  You could drive anything from a Volt to a Camaro, and got a free T-shirt to boot.

Being South-By, plenty of people were in no condition to drive, Chevrolet also (smartly) provided a “Catch a Chevy” fleet of around 50 new Impalas to work as an Uber-esque tweet-powered car service (except, you know, free).

SIZE MATTERS

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So basically, the reason Pennzoil, Mario Kart, and Chevrolet were successful wasn’t just because they were some of the largest displays at SXSWi (although that didn’t hurt).  It’s that they were able to retain brand relevance and feel larger than life.  Chevrolet took over Austin because their product is huge, but Pennzoil and Mario Kart just needed to make their products come to life.

So next year keep this in mind: The difference between success and failure at SXSWi isn’t free swag. It’s a brand’s ability to create a memorable experience that will keep people talking long after they’ve left Austin.

Category: Events, Uncategorized

SXSW: Into the Cosmos

Thursday, March 13th, 2014

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The day two keynote speaker was the famous astrophysicist Dr. Neil Degrasse Tyson – contemporary flag bearer for all things space.

Neily-T has made a name for himself with his always interesting and often hilarious podcast Star Talk, but he was in Austin draw attention to the release of Cosmos, a 13 episode journey to the edge human knowledge as we discover our place in the universe – which debuted on Fox last Sunday.  He seemed to have a good grip on the average SXSWi attendee, and his talk was squarely aimed at the curious explorer and dreamer types who are already familiar with who he is and what he represents.  The theme of the day – Remain forever curious, and never lose your child like wonder.

And wonder is something he has in large supply. He’s excited about stars, dark matter, and the possibility of aliens no matter the weather, day in and day out – with no sign of waning enthusiasm.

TALKING SMACK ABOUT RED BULL
One of his most entertaining moments came at the expense of daredevil and Red Bull spokesperson Felix Baumgartner.  Tyson took out a beach ball sized inflatable Earth and pointed out that if the Earth he was holding was to scale, Felix’s jump would have been about 3mm off the surface. He also noted that Felix used a wide angle lens to make the curvature of the Earth seem greater than it actually is at that height, to which the crowd exploded in laughter.

We all know that Felix’s  39 km sky dive was amazing, a feat that no other human has accomplished. What Dr. Tyson was demonstrating was that in order to make the next great discovery, we have to put humans and what we do into perspective.  He dared the crowd to both think outside the box and to (literally) take the plunge into deep space.

FOR THE FUTURE
He may balk at the simplicity of gravity when it comes to massive objects in space, but it’s undeniable that Neil commands the same kind of gravitational pull when he speaks.  in his mind (and if we’re being honest, in real-life) science education is essential to a bright future, and it is an encouraging sign that there’s someone leading the charge to make it a priority. He’s brilliant and funny and a really excellent speaker. If you’re lucky enough to see him speak make sure to pay attention, you might just learn something.  An astrophysicist who can command a room with his personality is a rare thing, and Neil Degrasse Tyson is that special blend of awe inspiring genius.

Category: Events

SXSW: Trendjacking vs Trendsetting

Tuesday, March 11th, 2014

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The below post brought to you from Austin by Sean Stogner.

One aspect that is plaguing the modern marketer is this insatiable need to feel like they are on top of the latest trend, the hottest news, the next big thing. But this year at SXSW, we’re beginning to see some push back towards “normalcy” as I’ll term it, the ability for brands to create their own trends, forge their own paths, and cultivate a following all their own. It’s creating a clear division between Trendjacking and Trendsetting.

On the Trendjacking front, no brand has done it better than Oreo. During a panel featuring Bonin Bough, who heads up consumer engagement at Mondelez, he reiterated his belief that, in order for brands to win the hearts of consumers and stay top of mind, they would need to deeply integrate themselves into the trends that those consumers are following. Oreo is championing that at SXSW with their #EatTheTweet Installation, which monitors social chatter, and “3D Prints” Oreo flavors that match actual trending topics. From that, to Trident Gum’s integration with Trending 10 on Fuse, and more, Mondelez is firmly invested in the belief that being part of “the now” is the way of the future.

On the Trendsetting front, there was a talk entitled “Go home marketers, you’re drunk”. This session focused on the communication overload created by real-time marketing, and asking the question “does your brand really need a snapchat, pinterest or vine account?” Throughout my time here, there have been several panelists discussing the need for brands to shift back to a centralized messaging strategy. Pre-planned creative, dedicated distribution, and pre-aligned objectives. One example I’ll give is Old Spice, and their Mr. Wolfdog campaign. This character did not exist prior to the campaign, and there certainly was no outcry for a business minded wolf to take over as CMO at Old Spice. Just reading that, and you realize how outrageous that creative presentation must have seemed. But it’s that outrageous nature that made the campaign successful to many.

So the question becomes, which route should my brand take? Can I do both?

I don’t know. My guess would be that for some brands, the deep integration into culture is the right way forward. Certain CPG brands (specifically those that fall within the “impulse buy” category”) will almost always have difficulty driving immediate purchase through digital. And perhaps that cultural awareness will lead to brand awareness and purchase intent as well. While others, those who’s cultural cache is perhaps less robust or inviting, may be better served with a pre-planned approach (though I firmly believe this approach will call for less luke-warm creative as breakthrough becomes more difficult). Each brand will need a different answer, but asking the right questions is always the best way to start.