Breaking Down the Label: Hispanic, Latino, Latina or Latinx?

As a young girl, when friends would ask me “where are you from?” I’d respond, “I’m Cuban.” Until one day, my mother – a Cuban exile who fled the island at 17 years old to escape Fidel Castro’s dictatorship –…

Compassionate Communications in Brand Marketing

In recent months, our world has turned outside in and the effect of the pandemic on our lives has been substantial. Meeting rooms have turned into video conferences, planned vacations are trips to the park. Life as we knew it…

Consumers Have Spoken: How Will You Show You Have Listened?

We are all activists now. The blinkers are off and ordinary people are seeing the world laid bare. It’s messy, it’s difficult – and at times it’s downright depressing – but above all, there’s hope. And that is what corporates…

The Class of 2020 – A Generation Like No Other

A couple of months ago, when I told people that I felt most sorry for 18-year olds during the pandemic, most looked at me with a puzzled expression. Why, they said – they have no real responsibilities, no loss of…

Gen C: A New Virtual Sanity

As management thinker Peter Drucker once said, "culture eats strategy for breakfast," but right now brands need to get strategic about their cultural approach. It has become my mantra over the past few months, it’s not enough to be culturally…

Marriott Bonvoy Boundless Credit Card: One Man’s Story Inspires Millions to Travel “Boundlessly.”

How can the Marriott Bonvoy Boundless Credit Card secure lifestyle media without having any news to share? Chase Partner Cards asked us to help them secure more in-depth earned coverage in lifestyle media to help promote the Marriott Bonvoy Boundless…

Understanding Gen Z: Defining Moments for a Generation

While news surrounding millennials and their choices continues to appear in headlines, the generation that follows — Generation Z — is also trending as its members grow older, begin entering the workforce and continue increasing their buying power. Now, as…

Supporting Small Businesses During a Pandemic

Last year, small businesses employed nearly half of the United States’ workforce, driving job creation and economic growth. Under normal circumstances, we would celebrate the accomplishments of the small business community this National Small Business Week. The coronavirus pandemic has…

Community in a Time of COVID-19

Humans are notoriously bad at anticipating how a catastrophe might affect them, particularly if they don’t have an existing benchmark to measure against, so lockdown has carried its own specific set of frustrations. The speed at which our normal changed…

Quaker Life Cereal: Going Old-School to Give a Once-Loved Cereal Brand New Life.

How can Life cereal prove to a major retail partner that it’s more than just Mikey who likes it? The cereal category has been in decline since 2016, but one Life-sized brand found a way to increase sales over 7%…

Bringing Brands Back to Earth

A few months ago, I would have bet on Earth Day 2020 being D-day for brands to prove their sustainability creds. The consumer mindset well and truly shifted to ‘green’ in 2019, with many changing lifestyle and consumption habits to…

Culture Over Consumption

We’ve just come out of a frenzied decade of consumerism moving at such pace alongside social purchasing abilities that new vocabulary, jobs, scrolling injuries came into play - and that phenomena, in a nutshell, could be described as content. But…

Through the Looking Glass: What Today’s Conversations with Consumer Brands May Reveal about Trends Tomorrow

For the past month, we have been creatively brainstorming and strategizing with clients to reinvent our plans. While it’s difficult for many to look beyond the crisis, particularly when colleagues, friends and families have been personally touched, brands increasingly recognize…

Marketing for Our Favorite Furry Family Member

Cute pic of kitten or puppy; healthy dog running through a field = pet brand marketing campaign sewn up. Right? Wrong. Marketing to pet lovers can be a complex landscape to navigate. Valued at $225 billion, the United States pet care industry is highly…

The Era of Post-Traumatic Marketing

Helping Consumers Cope After COVID-19 Like a therapist might, I often turn to an exercise that explores the emotions consumers experience with a brand and how the brand makes them feel. I ask questions like: Overall, how would you describe…