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The mission: Create transformative outcomes for brands. The method: Harness the power of insights and creativity to develop a magnetic idea that creates positive momentum in the marketplace, delivered across channels, mediums and audiences. In today’s marketplace, ideas matter more than ever – ideas that audiences see as their own, which can be authentically expressed through a brand. The goal...
The mission: Create transformative outcomes for brands. The method: Harness the power of insights and creativity to develop a magnetic idea that creates positive momentum in the marketplace, delivered across channels, mediums and audiences. In today’s marketplace, ideas matter more than ever – ideas that audiences see as their own, which can be authentically expressed through a brand. The goal of brand marketing has been to recognize these opportunities and create a collaborative endeavor with the customer. Only when a brand taps into these opportunities do we see the kind of engagement that can create positive momentum in the marketplace and truly be transformative to the three areas most important to brands: launching products and services; repositioning themselves to create opportunity; and growing/expanding their positions of leadership.
Black women are 1.5 times more likely to be sent home from the workplace because of their hair. From the interview process to promoting diverse talent, organizations need to recognize and address such microaggressions that impede the success of their Black employees. Every company will face its own challenges, but this one in particular –... 
2020 was a year no-one saw coming and while the impact of the pandemic is plain to see, the effects have been immeasurable in more ways than one. However, some comfort can be taken in the response and adaptation seen by industries and communities alike in response to drastic change. With the closing of doors... 
While 2020 has been an unprecedented year in many ways, one constant in the midst of a lot of change was the power of influencers. In fact, influencer marketing helped sustain engagement with brands and products through the pandemic, and this year unveiled new influencer relations trends we believe will have application into the new... 
With travel on pause for many this year and consumer sentiment around future travel fluctuating daily due to the consistent rise in COVID-19 cases globally, travel brands have been tasked with remaining relevant while also being mindful. In July of this year, our client Chase and Marriott Bonvoy conducted a study that found most respondents... 
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 – heard me and quickly corrected me. “Amelia, you’re not Cuban. You are Cuban-American.” As a... 
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 was put on pause and switched to another channel at the same time. It is... 
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 now hold in their hands. The hope of millions of people is being placed at... 
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 earnings, and besides they all got away with not doing any exams and will get... 
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 COVID-19 decisively alters this generation’s future, it’s more important than ever to understand the moments... 
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 upended those plans, with the Small Business Administration indefinitely postponing the annual commemoration. Meanwhile, small... 
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 was so swift that if you blinked you might have missed it. Whilst workplaces may... 
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 reduce their personal impact on the climate. Businesses had been put on notice: Either step... 
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 saturated, highly competitive and as any pet owner will tell you, highly emotive. The stakes are... 
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 your consumers’ mood? How are they feeling? What are they expecting to feel? What’s bothering... 
“These sure are interesting times!” That was the common phrase used by friends and colleagues during our first FH-WFH (Work From Home) week. And honestly, how can you disagree? It was a whirlwind as we all started to grasp and understand what our new reality not only meant for our clients but also how we... 
It’s hard to miss the interest surrounding that magical time when your head hits the pillow ‘til your alarm blares (hopefully) eight hours later. From new industry buzzwords like sleep debt, social jet lag, even clean sleep, to the constant discussion – How much did you sleep? How was your sleep? You look tired –... 
When was the first time you experienced tequila? Let me guess – a shot on your 21st birthday? And what was your experience? Perhaps a burning sensation, followed quickly by the taste of salt and a lime. A notorious first experience that for many Americans is inherently bad, it’s no surprise that it could deter... 
Like many kids, my mom put me through what felt like countless hours of flash card drills. Math, grammar, spelling, you name it. But for all the flash cards I’ve forgotten, there’s one set I think of often: Famous Black People in American History. Not long ago, I decided to see if it was still... 
Chinese New Year (CNY) is quietly approaching. Observed by one fourth of the world’s population, CNY is a celebration of another year of prosperity and a time of gathering. The holiday is typically celebrated for sixteen days from New Year's Eve to the Lantern Festival – each day with different activities and taboos, as observers... 
Brands often struggle to tell a complete story. It’s even more challenging to tell a story that inspires consumers to sit up and listen – let alone act or change behavior as a result of said story. Does a brand tell a story about our products and services or a story about its heart and... 
With the so-called “retail apocalypse” upon us, it is no surprise the retail industry now considers joining in on societal issues as a major tool to win over conscientious consumers. When it comes to taking a stand, most brands that choose a side are commonly looked at as brave, bold and more connected to customers’... 
The relationship between corporate brands and customers has changed dramatically over the past decade. Today’s audiences are no longer just passive consumers. They want to be part of the conversation — and are increasingly vocal in their expectation that businesses take a stand on social issues. They want to buy from, and work for, companies... 
Consumers today are making purchasing decisions on more than just the customer or product benefits, also weighing aspects like what a company is doing for society and its environmental impact. Brands are increasingly aware of the expectation and supporting causes that they may not have touched 30 years ago. But taking a stand isn’t easy,... 
Tomorrow, many consumers will be taking advantage of National Lazy Day. Couches will be surfed and screens – this includes phones, tablets and TVs – will be lit up. For brands, this means more opportunities for exposure, higher engagement and awareness in consumers’ homes, as more and more individuals opt for In Your Home (IYH)... 