hello · pdf filebuilt an agency that eats change for breakfast. ... of today’s digital...
TRANSCRIPT
hello
We’re Evolution Bureau. You can call us EVB. Before you dive in, click here.
EVOLUTION BUREAU
OUR APPROACH IS SIMPLE, it’s right in our name.
In this business evolution is constant. So we built an agency that eats change for breakfast.
And strengthens brands through the smart application of technology, culture, and insight.
2
1999INDEPENDENTLY OWNED
AND OPERATED
est.
MOVE FAST & MAKE THINGS THAT MATTER.
3
P H I L O S O P H Y
4
EVB lives at the intersection of Culture, Brand, and Technology.
We’re agile and move faster. And built to work and think like
a Valley company.
WHAT MAKES US DIFFERENT
CULTURE
TECHNOLOGY BRAND
THE ANSWER TO EVERY PROBLEM IS NOT JUST ANOTHER AD.
Here’s how we’ve broken through the noise:
5
WE DON’T STRIVE TO
CREATE ADVERTISING.
Our approach focuses less on traditional push tactics and more
on the pull (or participatory) nature of today’s digital world and,
specifically, today’s digital native.
6
WE “WON” A SUPERBOWL WITH THREE TWEETS FOR JCPENNEY WE GIVE JAMESON A SOCIAL VOICE ON A GLOBAL SCALE
7
WE’RE HELPING TWITTER CONNECT WITH INNOVATIVE BRANDS
WE’RE DELIVERING JOY THROUGH SOCIAL FOR BOXED.COM
8
OVER 1 BILLION ELFS - THE MOST VIRAL BRANDED CONTENT CAMPAIGN EVER 12 MILLION DOWNLOADS - THE MOST FOR A BRANDED ENTERTAINMENT APP
9
WE’RE HELPING QUICKBOOKS CREATE A NEW CATEGORY WE CREATED AND MANAGE THE FACEBOOK STUDIO
WE WERE BORN HERE
AND WE DO REALLY WELL HERE
OUR NEWEST CLIENTS
SERVICES , SCALE , AND PROCESS
AGENCY DETAILA BOUTIQUE SHOP WITH GLOBAL REACH
15
We offer our clients a full set of services in-house to handle their
communication needs.
BRAND STRATEGY Brand Positioning Brand Audits Brand Architecture Competitive Audits Consumer Research Innovation Planning Segmentation
BRAND MESSAGING Brand Attributes Brand Tone Messaging Architecture Tag Lines & Logos Product Naming Content Strategy
MARKET ING COMMUNICATIONS Advertising Campaigns Website Development UX / IA Content Strategy Experiential Campaigns Print Collateral Video / Animation Social Media & Community Management Influencer Management
BRAND STEWARDSHIP Long-term Planning Measurement & Reporting Tools & Template
OUR SERVICES
WE CAN HANDLE I T We are a full service agency and have experience in a variety of mediums, platforms and channels. That said, new technologies are always emerging, so we are constantly experimenting to stay ahead of the curve.
THERE IS ALWAYS A WAY
This is our never-say-no mentality. We are a solutions-driven agency that can work within any budget and timing parameters. We’ll work to provide options to allow us to adjust or scale.
WE GET OUR HANDS DIRTY We are scrappy. Production requires us to be able to move fast, and we are comfortable concepting, producing and getting content out exceptionally fast.
THE CALM IN THE STORM
There are land mines everywhere in today’s predominantly digital and social world. We stay level-headed throughout the process.
16
Culture and technology move at an incredible pace, and we need to
create just as quickly. We know the importance of staying on schedule
and within budget.
So striking that perfect balance between responsiveness and rigor
has proven to be a successful equation for production at EVB.
Our team is nimble, and we do this by following these guiding principles:
WORK PROCESS & PRACTICES
A simple process built to surface insights from the brand, the category, and the consumer.
STRATEGIC APPROACH
17
We look at categories through the lens of the digital native, then we add the filter — and our deep knowledge of — culture and the fast-moving technology world. An informed, contextualized, and progressive strategy is the gasoline that fuels disruptive and sharable creative work.
CONSUMER BRAND CATEGORY
The consumer is both the starting and ending point. Our focus on the millennial considers the ever-changing world they live in, helps us to better understand the challenges of your business and, ultimately, gives us authority to shape communication for tomorrow.
Our job is to identify where your brand has been, what that point of differentiation is, and understand how to translate that differentiation so that it is relevant to the consumer. Our expertise lies in flexing A brand into new consumer-centric spaces without losing its core identity or principles.
We are here to disrupt the conventions in a category. To find the tension and work against it. Having an understanding of competition and the broader category helps inform what a brand can provide that will be unique and compelling to the consumer.
We don’t want to create communication, we want to create conversation. Having our finger on the pulse of culture is the first step in understanding how to be relevant. Our approach is built on the idea that, much of the time, it’s easier to draft off of trends moving in culture rather than creating trends ourselves.
We take a media agnostic approach to every assignment. At EVB, we believe that medium and message go hand-in-hand. A heritage built on technology and a pride in our start-up roots help us to explore the best vehicle for creating the most compelling communication, affecting both brand and business.
TECHNOLOGYCULTUREFILTER
FOCUS
STRENGTHS & SPEC IAL EXPER IENCE
Every agency has its strengths. If you’re looking for an agency that’s technology forward, can humanize and animate a brand, can work inventively and effectively, and has it’s eye on the future, we could be a fit. We want to highlight our
most relevant experience on the following pages.
Our work with clients like Facebook, Twitter, Intuit, Adobe, Samsung, and Zynga has given us a front-row seat to emerging technology and trends. We’ve tooled the agency to be responsive and agile in our mindset and approach so we can help our clients move at the speed of culture.
This approach translates into a start-up mentality at the agency. Which works well for the actual start ups (and earlier stage brands) we collaborate with. Currently we work with Hipmunk (a disruptive travel service), 18birdies (fitbit for golf), and Plant (the leader in prefab home construction.)
DISRUPTIVE BRANDS
19
CURRENT TECHNOLOGY CL IENTS:
MOVE FASTER AND DO MORE
W O R K I N G I N T H E VA L L E Y
INTEGRATED PARTNER MARKETING PROGRAM
We’ve been working with Facebook for six years to help them establish themselves as the premier digital media network for brands. When we started Facebook had a shallow relationship with large brands and agencies. To succeed and to continue to grow, the colossal social network knew that it needed to win over advertisers and convince them to move their campaigns to Facebook. Our research showed that there was a massive gap in trust between Facebook and marketers. We needed to speak their language and feel their pain. To win their hearts and minds, we couldn't just do it through an ad campaign, we needed to create something valuable that would use high-profile industry examples to show marketers how they could built better social media marketing campaigns. This was the birth of Facebook Studio.
The website we built had over a million page views the day it launched. It has grown over the past six years to contain thousands of case studies and other valuable information. The site currently has over a million active users and the FB Studio franchise has been extended to live events, award shows, and sales tools. We operate the program to this day and Facebook is now the dominant brand marketing platform online.
20
G L O B A L P R O G R A M | S I T E D E V E L O P M E N T | B 2 B
WATCH THE CASE STUDY HERE.
https://www.facebook-studio.com/awards/about
GLOBAL BRAND ACTIVATION
Samsung established itself as a market leader in the connected TV category, but was concerned about losing share of voice during one of the biggest sporting events on the planet - the 2014 FIFA World Cup in Brazil.
How do we make Samsung top-of-mind leading up to the World Cup without being an actual sponsor of FIFA? Rather than sponsoring soccer stars or the FIFA World Cup, Samsung became the official sponsor of watching soccer. We sponsored pro athletes who are also huge soccer fans and provide them with everything they needed to make watching soccer better. Then we created a participatory global campaign in over 30 different countries and localized into 6 different languages to find and sponsor other amazing fans of the greatest game on Earth.
21
G L O B A L P R O G R A M | M U LT I C H A N N E L C A M PA I G N | S O C I A L AT C O R E
WATCH THE CASE STUDY HERE.
Clients come to us to find their next consumer and their place in a changing world. Technology has upended the playbook for many brands. Consumer expectations have shifted, forcing brands to become more connected, responsive, and relatable. We’ve worked with many venerable brands - helping them find their voice and connect with new consumers. For Jameson Irish Whiskey, we run their global social program that brings their brand to life on a daily basis. For CPG companies like Wrigley, Del Monte, and Kraft, we’ve helped their portfolio brands use digital to break-through online and on the shelf. And, as lead innovation and social agency for JCPenney, we’ve supported their successful (to date) revitalization.
REANIMATING BRANDS
22
BREAK-THROUGH RETAIL
For the 2014 Holidays, JCPenney wanted to make the world a more generous place, and prove once and for all that giving is better than receiving.
To start, we built JustGotJingled.com and polled our fans to see what they thought. In case they needed some convincing that giving is where it’s at, we also filled JustGotJingled.com with all kinds of inspiration to give.
To cap off the campaign and prove once and for all that it’s better to give than receive, we surprised unsuspecting JCPenney shoppers with the opportunity to give anything they wanted in our store. The catch? They had to give to a complete stranger. We captured the whole thing on video and put it out in the world to inspire more giving. Because if giving to a stranger feels this good, shouldn’t we all give a little more this holiday season?
7.2M video views One of the most viewed videos ever on Twitter (3rd most watched ever)
23
WATCH THE CASE STUDY
V I D E O | S O C I A L
OLD BRAND, NEW LIFE
Meow Mix has been a household name to almost every cat owner for years. But the cat food shelf has become saturated with competition. This has driven brand equity and loyalty down. We were tasked with building engagement, affinity, and advocacy by creating real emotional connections between our brand, cat owners, and their cats - through digital.
Rather than create more cat content for people to share, we wanted to get Meow Mix back into the conversation in a big way. So we created a whole new way to bring cat lovers closer to their cats by creating a Kickstarter-style platform specifically for cat ideas. We called it Catstarter: Things that cats love made by people who love cats.
24
WATCH THE CASE STUDY
M I C R O S I T E | P R I N T | D I G I TA L | S O C I A L | PA C K A G I N G .
Most advertising is wallpaper. It often goes unnoticed and is unloved. It’s also cumbersome and costly to produce. We believe that the best advertising demands more than attention, it invites participation. We’re often challenged to do more with less. And help our clients stand up and out. Here are a few examples.
FINDING CRACKS IN A MARKET
25
NOOSA YOGHURT
26
DISRUPTING A CATEGORY
PROBLEM
In just five years, noosa has built a cult-like following, moving from farmer’s market fave to true category disrupter. They hired EVB to develop their first marketing campaign, as well as the strategy and plan for their next three years as it rolled out nationally.
CREATIVE STRATEGY
We had to convince consumers that noosa is a different type of yoghurt worth a try. And stand out in an aisle that had been dominated by a Greek yoghurt story for the past five years.
CREATIVE CAMPAIGN
Initial campaign roll out in 6 key markets, including website redesign, print, OOH, digital, social and packaging.
27
CR
EATI
VE
CA
MP
AIG
N
DIG
ITA
L, O
UTD
OO
R
CREATIVE CAMPAIGN WEBSITE
28
29
CR
EATI
VE
CA
MP
AIG
N -
ON
LIN
E V
IDEO
,S
OC
IAL
& C
OM
MU
NIT
Y M
AN
AG
EMEN
T
30
CR
EATI
VE
CA
MP
AIG
N -
ON
LIN
E V
IDEO
,S
OC
IAL
& C
OM
MU
NIT
Y M
AN
AG
EMEN
T
RESULTS
31
15% Sales lift in the 6 key markets over an 8-week period once campaign launched 60% Increase in social mentions Delivered over 600M Impressions 7x Increase in web traffic 78% of site visits were first time visitors
INS IGHT
To break into a category, break every convention of the category.
REAL-TIME MARKETING
JCPenney wanted to promote their GO USA Mittens during the most crowded media day of the year - the Super Bowl. Instead of a costly Super Bowl commercial, we devised a fun plan on Twitter. During the game, we sent out tweets with horrible typos. Just as we expected, culture reacted like crazy. After we got everyone talking about us, we revealed that we were, in fact, tweeting with mittens.
With no paid support, JCP saw staggering increases in awareness and engagement metrics. •Social impressions increased by 231% week-over-week. • JCP brand garnered more than 1 BILLION social impressions the week of 2/2 • Increased sales of Go USA mittens by 105% via JCP.com •Grew conversation volume for the brand by 848% on Twitter • JCP was the second-most mentioned brand during the game
32
WATCH THE CASE STUDY
S O C I A L
RESPONSE TELEVISION WITH PERSONALITY
Ebates has been around for a while now. But the concept of getting cash back just for shopping is relatively new to consumers. The service is simple. If you shop any of the 600+ retailers online through Ebates desktop site or mobile app, you receive cash back in the form of a physical check.
It's that simple. Really. Unfortunately consumers are skeptical of Ebates and don't understand how it works. Am I going to have to enroll? Is there a fee? Is this a pyramid scheme?
The challenge was simple. How do we overcome the skepticism and convince online shoppers everywhere that Ebates really is what it is - a simple way to get paid for shopping online.
The truth is, Ebates is simple and allows you to shop like you normally would, but you get cash back in the form of a check. We brought this to life through two TV campaigns. One focused on bringing Ebates to life in the form of a Check Writer. He lives and breathes to give cash back to Ebates members. After all someone has to sign all those checks.
33
SEE THE SPOTS
B R O A D C A S T
UNCONVENTIONAL PARTNERSHIPS
Lady Gaga and Zynga partnered to release Gaga’s latest album, Born this Way, within Farmville. Our challenge was to raise awareness about the partnership and seamlessly integrate the worlds of Zynga and Gaga. We created an online video, outdoor advertising, YouTube takeovers, and a branded microsite. The campaign highlighted the surprising synergy between Gaga and her little monsters and all the farmers in Farmville by revealing both are founded on creativity and self-expression.
34
WATCH THE CASE STUDY
S O C I A L | V I D E O | M O B I L E | O O H
Since its inception, the agency has built a culture that rewards those who experiment, take risks, try new things and push the boundaries of what is possible. When you look back through the agency’s work, you can see this. EVB was the among the leaders in pushing the forms of content into online advertising, viral marketing, dynamic video and, of course, social media. Today’s challenges with innovation are different than they were a few years ago. Today, we are working on using data and analytics to be more responsive to our clients and consumers, and developing ways to create contextual mobile experiences at point-of-sale. We are also building a production capability that can turn around content in a matter of hours, rather than weeks. And, of course, we are also pretty excited about VR and IOT.
FINDING “WHAT’S NEXT”
35
HIGH-FREQUENCY LOW-COST CONTENT
PRODUCTION
In the changing landscape of technological advancement and client needs, EVB has formed a Joint Venture called Moth Productions. This provides an end-to-end solution focused on lightweight high frequency, cost efficient content. From conception to shooting, sound and editorial, Moth can meet all of your content needs with our in-house production facility.
36
TEAM
38
Our approach to staffing starts with an initial understanding of your culture, expectations of partnership, and the work we will be doing together. With that knowledge, we identify a diversified core team to lead your business that consists of account management, strategy, creative, analytics and production. This team will quickly immerse themselves into your business as part of the essential on-boarding process.
As things get underway, we will begin to expand the core team to include additional EVB folks that will push your strategic thinking, creatively bring you innovative ideas, and run your business in the most efficient and seamlessly collaborative manner possible.
STAFFING APPROACH
39
KEY FOLKS
CEODANIEL STE IN
Self-proclaimed “stagnantphobe” Daniel Stein says he’s terrified of standing still, which explains his position at the helm of a company behind innovative, integrated brand campaigns seen
by billions of consumers. When Stein co-founded the agency 11 years ago, he named it Evolution Bureau because doing so “gives
us permission to change” – and acknowledges that the ways in which people connect, relate and find meaning in the world always are shifting. EVB, as he and his colleagues call it, always
strives to be what Stein calls “next year’s agency,” the source for ideas that transcend traditional media models and connect with
consumers in effective new ways.
Before EVB, Stein worked in all four industries that constitute
the pillars of the agency: public relations, advertising, entertainment and technology. At Time Warner Interactive, he
helped create CD-ROMs for that company’s properties at a time when that technology was seen as groundbreaking. At Saatchi & Saatchi, Stein managed a variety of needs for Hewlett-Packard.
As an executive producer for Anderson & Lembke, He worked on ideas for Microsoft that laid the groundwork for online
advertising.
The reputation Stein garnered from his work led to his meeting
and working with Francis Ford Coppola for American Zootrope, for which he served as virtual studio producer. Stein believes the
toughest and most inspiring thing about his field is knowing where the creative bar is – and when and how to raise it higher. In that spirit, he is most proud of two things: the work his team
creates and the culture of EVB, which inspires employees to work collaboratively and without ego as they seek to make their mark
on pop culture.
Stein lives in Oakland, Calif., with his wife and two young sons.
He often can be found tinkering on vehicles, and he has recently returned to cycling.
KE
Y F
OLK
S
40
As EVB’s President, Shane is responsible for the agency’s
growth and talent development. He leads the shop’s strategy and business development teams and is committed to continually evolving EVB’s structure to help it
grow beyond its digital roots. Digital advertising was born in 1994 — the same year that Shane Ginsberg started his
career at Organic in San Francisco. There, he worked on some of the first websites ever made, crafting marketing messages for the then-spanking new ad medium. That
experience laid the foundation for Ginsberg’s 20 years of experience on the Silicon Valley ad tech scene. Along the
way, he’s helped define the way agencies and brands connect with consumers in non-traditional media. His ability to relate to the challenges faced by brands is helped by his experience as an entrepreneur, having built
and sold his own business. Following his first stint at Organic, Ginsberg launched a company called Plastic, and grew it to a sizeable interactive firm that got snapped up
by Razorfish in 1998. That deal made him a founder of Razorfish’s key San Francisco offering, where he helped
oversee more than 100 digital marketing partnerships with clients ranging from McKinsey to Microsoft. Afterward, he joined AKQA’s flagship office as Managing Director, leading
client delivery for such brands as Nike, XBox and Visa.
Though it’s 10,000 miles away from his native South Africa, Shane loves the City by the Bay where he lives with his wife Tara and son Theo.
PresidentSHANE GINSBERG
James started at EVB in 2011 and was promoted to Chief
Operating Officer in 2014. He oversees the agency’s daily
operations and financial health, ensures the team exceeds client expectations and helps place the company on a strong
path for growth while its core culture remains sound. A key aspect of that growth, he believes, will come through the
creation of a new, supporting business model that includes
development of proprietary tools and applications.
Gassel was vice president of marketing for exotic car company Club Sportiva, president and partner of
Collaborate Communications and, for the year prior to
joining EVB, the head of his own consulting practice, during which he worked with EVB on brands that included
Westfield, Clorox, and Glad.
Gassel is adept at building brands that scale quickly and
drive traffic. As senior vice president and group account director for Hal Riney & Partners, his 10-year tenure
included assisting with the launch and consolidation of business for wireless carrier Sprint during a period of
meteoric growth. Before that, he also helped launch
powerhouse brands MSN, Microsoft and luxury automaker Infiniti.
Outside work, Gassel is “crazy into his family and the
outdoors.” He lives with his wife, Beth, and their children,
Grace, Sarah and Stuart, in Marin County, Calif.
COOJAMES GASSEL
KE
Y F
OLK
S
41
GM - ACCOUNT LEADKATHLEEN FOUTZ
Kathleen joined EVB as a Group Project Director after 16 years at Publicis & Hal Riney where she led the agency’s
efforts on behalf of a number of its largest clients.
A veteran of leading agencies including Young &
Rubicam and Ogilvy, she has managed teams responsible for the delivery of fully integrated marketing campaigns,
ranging from traditional advertising to direct response,
digital and social to design and event sponsorship to experiential marketing programs.
Throughout her career, Kathleen has been responsible
for the business growth, agency relationship and
financial health of all accounts she has run. Her experience in guiding leading brands from a spectrum of
categories – including telecom, financial services, consumer packaged goods and high tech – has
contributed to Kathleen’s strong strategic perspective
and her collaborative approach to developing growth strategies for both clients and the agency.
Creative DirectorCHRIS SZADKOWSKI
Chris is a Canadian born Creative Director and
marketing innovator. Before joining EVB he spent a better part of a decade working at SapientNitro in Los
Angeles, CA. With an educational background in both computer science and graphic design, Chris has a
unique perspective on solving clients problems. He is
always looking to create new and innovative ways to immerse consumers into connected stories. Over his
career that began in Ontario, Canada he has been fortunate to have his work highlighted by leaders in
their respective industries: Activision, Abbott, Walt
Disney World, Sony, Dolby, The Irvine Company, Sprint, Toyota, Subway and Unilever. Chris has been
recognized for numerous creativity awards including multiple Golds and a Grand Effies.
Outside of the agency you can always find Chris geeking out on the latest art, design, technology, films,
video games, and comic books.
KE
Y F
OLK
S
42
Director Account and StrategyKEVIN NEWBY
Kevin Newby will be responsible for strategy on your business. He is a Silicon Valley native whose roots are creative, his spirit is entrepreneurial and he has a passion for digital. Kevin knows how to capitalize on the changing nature of data and technology to optimize it for business benefit.
His record of expertise in Internet commerce, online brand management and integration, interactive marketing, social media and analytics allows Kevin to steward the most effective strategies that strengthen the presence of our client’s brand and deliver quantifiable results for their business.
Kevin understands how to think differently, work creatively and solve problems across a wide spectrum of media types and business categories. His category experience ranges from healthcare to gaming, from consumer packaged goods to spirits, and from finance to consumer electronics.
Associate Director of StrategyNEET I NEWASKAR
Neeti Newaskar, an Associate Director of Strategy at EVB,
brings over 10 years of experience in creating and
implementing brand & communications strategy. She comes to EVB from Venables Bell & Partners where she led
strategic efforts on ConAgra Foods brands including Healthy Choice, Orville Redenbacher and Lightlife.
When Neeti joined the EVB family, she brought this perfect combination of integrated marketing experience and
portfolio strategy to lead EVB's strategic efforts on seven brands under the Big Heart Pet Foods Umbrella - including
heritage brands like Meow Mix, Milk Bone and 9 Lives. Her
favorite digital/social activation opportunities from the BHP family of brands includes - Reintroducing the iconic 9Lives
Spokescat Morris to today's consumer, promoting Milk Bone's philanthropic partnership with Canine Assistants,
and activating the world's most fanatical cat lovers through
the innovative and buzzworthy Meow Mix CatStarter.
Having grown up in 4 countries and 8 cities, the concept of the global citizen resonates strongly with Neeti. Her diverse
career spans the U.S (New York, San Francisco, Austin, and
Pittsburgh) and South East Asia (Singapore). This has allowed her to work on some of the world's most
recognizable brands like IKEA (award-winning experiential campaign) and Aquafresh (mobile utility solutions to help
moms habitualize brushing for their kids). She loves that
her experience in the advertising world has been so varied, challenging and exciting and believes in the idea of being a
perpetual student of popular culture, human psychology and behavior.
