Integrated creative agency Darkhorse is celebrating its 10th birthday. The agency, who have offices in Auckland and Sydney, are marking the milestone and reflecting on how they have evolved since their inception. Darkhorse joined Project Worldwide, a global network of 14 agencies with 42 locations across the globe, in 2017. “Joining Project Worldwide has enabled us to access new markets and harness the brain power of our sister agencies,” Hewitt said. “It is a family of exceptional people doing exceptional work, we’re looking forward to a bright future as we explore taking the Darkhorse approach to more markets. "With 10 years under our belt - we’re excited for what the next 10 will bring.”
Best Livestream Tourney: DoorDash, Battle of the Brands Sept. 24-25, Twitch OS Studios, Wavemaker, Edelman. This year, Twitch streamers tuned in to a two-day melee Battle of the Brands, hosted by esports broadcaster Chris Puckett, where 10 of their favorite players took up arms in defense of a variety of national QSR chains. Playing on the MultiVersus battleground, the participating brands (including Dunkin’, KFC, Taco Bell and Wendy’s) duked it out in round-robin and then double-elimination tournaments. More than 25,000 Twitch streamers tuned in to see the last round, where Chili’s got business done. “Everyone gets super loyal and passionate toward restaurant brands, and it's a hoot to watch the rivalry—like KFC swearing it's better than McDonald's,” said John Higgins, CEO and chief creative officer of the gaming agency OS Studios. “Battle of the Brands was the first to address this culture as an actual fan base while using the incredibly interactive Twitch platform.”
GPJ has been working on high-profile launch events with Gulfstream for years. In 2021, when Gulfstream had not one – but two – new aircraft to launch, they looked to past successes and once again selected GPJ to help bring their evolving innovation story to life. They were confident that GPJ would quickly onboard and partner to create an industry-leading customer launch event. Not one for following standard industry trends, Gulfstream asked GPJ for a bold and creative solution – a hybrid solution – for this launch event, which would increase the reach of the event beyond the physical location at their Savannah, Georgia world HQ to a global audience. Working closely with the Gulfstream marketing team, broadcast partner NOMOBO, and sister agency Spinifex Group, GPJ designed, built, directed and broadcast Gulfstream’s worldwide show reveal of the all-new Gulfstream G400 and Gulfstream G800 aircraft LIVE to both in person and virtual audiences.
Shoptology, the award-winning shopper marketing agency based in Plano, Texas, continues to build its talent pool to meet the demands of a rapidly evolving retail market. “There’s been a massively accelerated shift in consumer behavior and what shoppers expect at retail over the course of the pandemic,” said Charlie Anderson, Shoptology CEO. “With our approach to kickstarting retail innovation and the talent we’re building on our team, Shoptology is uniquely positioned to help our clients identify and develop ownable innovations to win with shoppers.”
There's no question that personalized marketing goes a long way toward encouraging consumers to buy into a brand. Developing a personalized marketing strategy takes a lot more effort than just directly speaking to a subgroup. Each person must feel as though the brand is directly addressing them. Some immensely successful personalized marketing campaigns in recent memory have left an indelible impact on our popular culture. 10 contributors to Forbes Communications Council, including G7's Jessica Abel, examine some of the particularly outstanding personalized campaigns they’ve seen and explain why they worked so well.
George P. Johnson (GPJ), the world’s leading experiential marketing agency, today announced the promotion of Fiona Bruder to president of its North and South America operations. A longtime senior executive with the agency, Bruder was instrumental in expanding the agency globally, developing experiential marketing programs and teams, and managing more than 4,000 events each year.
After a pitch that began with 37 agencies, San Francisco-based Argonaut came out on top to develop creative solutions for The Zebra and establish the rising brand’s credibility. The insurance comparison site has seen significant growth and fundraising in recent months. The addition of its new AOR looks to position the company as a top trusted service in the marketplace.