Brunner Digital Blog

Read Ernie Mosteller’s full post at Adotas.com:  http://bit.ly/cfmL0

[excerpt]

As social media continues grow as the go-to function for web users, as brands continue to integrate social elements into brand sites and brand elements into social sites, the metaphor of marketing as a conversation ceases to be a metaphor. It’s real now. The conversation is happening. It’s live, and it’s in real time.

Full post at Adotas.com:  http://bit.ly/cfmL0

Brunner is sending seven of its top creatives to the South By Southwest Interactive Festival in Austin next week and will be live-blogging throughout the conference.The team—which represents a range of creative disciplines–will be tweeting, posting photos, uploading videos and discussing how the digital revolution is impacts creativity in all forms of media.

“This is the most important New Media event of 2009,” said Creative Director, Emerging Media, Ernie Mosteller. “We hope you’ll find the conversations interesting and informative — but more than that, we hope you’ll join in.”

You can follow the conversation at http://www.smarterfaster.com/ beginning March 13^th and for the entire conference which runs through March 17^th.

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We stumbled across this site today – it’s a fantastic resource, but aside from that, we would recommend that you take a quick look (use the purple tab at the bottom to quickly scroll). It illustrates the vast social media world, the rapid pace that it’s evolving, and the sheer enormity of it all.

Every day, we continue to hear these questions from the market:

“We need to be on YouTube!”

“Where’s our Facebook icon?”

“Why aren’t we on Twitter?”

We agree that smart digital design should have share-ability baked into its fabric. But we continue to advise: it’s not what tool to use, it’s how you use the tool.

First How. Then What.

Our DC-based creative director Ernie Mosteller caught up with the Capitol Communicator, a site dedicated to communications professionals in the Mid-Atlantic. Check out Ernie’s thinking on how marketing and creative talent need to evolve for the digital age.

What do you do when the Super Bowl title is not enough? When you want more competition, more reasons to watch the game and even more reasons to talk about it the next day … and the day after …Well, if you’re an advertising agency in Pittsburgh like Brunner, you go head-to-head with an agency in Phoenix (E. B. Lane) to see who’s got the chops to survive the game and land on top. As die-hard football fans, Brunner and E.B. Lane took Super Sunday festivities to the next level by hosting a joint post-Super Bowl ad survey.

You can view my complete take on the interesting results on MediaPost and please feel free to join in with your perspective by commenting below — we’d love to hear your thoughts.

In 2008 an average of 97.5 million Americans tuned into FOX to watch the New York Giants beat the New England Patriots, making it the most-watched Super Bowl ever. The event averaged a 43.1% household rating, up from the 2007 game between the Indianapolis Colts and the Chicago Bears, which was watched by 93.1 million viewers and an average of 42.6% of U.S.Homes. 

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So you’ve developed a great TV spot for your brand. It’s entertaining, attention-getting, and delivers the message that you want people to remember about your company or product. Or maybe you’ve created a campaign of print ads, beautifully crafted to summarize your primary point of differentiation. But now what? Is that all there is?

There is an old rule of marketing that says people need to be aware before they consider, and consider before they buy. Television and print are great tools for generating awareness. But for many consumers to really consider a product today, they need the richness of information that can’t be delivered in30 seconds or in a few printed lines. Such encounters with a brand are fleeting. To really engage and begin to form a relationship with consumers – to give them the tools that they needs to consider your brand – a greater depth of information and interaction is required.

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I’ve been surprised recently to hear so many people in our industry claim the era of integrated marketing is coming to an end. They say it’s an overused term, and its meaning has become diluted. If that’s the case, then why did my Google search of “integrated marketing” just turn up 6.6 million hits? A Blog Pulse snapshot indicates the topic is hotter than ever. Clearly, integrated marketing is more than an industry buzz word. It’s actually a concept that isn’t going away any time soon, but the focus has definitely shifted. As digital media becomes ever more prevalent in our society, marketers—clients and agencies alike—are struggling more
than ever to get their arms around how to effectively integrate digital into their marketing programs. MORE

Geert Desager is a Trade Marketing Manager in South East Asia for Microsoft. Geert spearheaded the making of a commercial for Microsoft Digital Advertising Solutions. The short film, called The Couple, makes a strong statement about the relationship between today’s advertiser and today’s consumer. It was a risky project considering that the ad challenges advertisers and agencies - the target clients for this Microsoft solution - to question themselves and the way they communicate with consumers.

In June, the commercial won a Bronze Lion at Cannes and we at Brunner Digital find it . . . well . . . simply hysterical and right on point. The first commercial was so successful Geert did a sequel. They both promote the advancement of one-to-one, integrated and smart digital marketing in a thoroughly entertaining fashion. Take a look below:

If you would like to learn more about the making of the commercial, check out Geert’s blog, Bring the love back. And oh by the way, Brunner Digital is here to help you bring back the love. Lot’s of love.

I’m not sure why it took me so long to post this. But our Interactive Creative Director has been selected as a key contributor to the well known Adotas E-newsletter/blog. While some may have differing views of Ernie’s often strong opinions (even within our walls), we believe that healthy debate and dialogue is good, so in the spirit of transparency we thought that we would share.

http://www.adotas.com/author/ernie-mosteller/