Strategy – Page 3 – universal positive

Five Essential COVID-19 Adaptive MarCom Tips, Week of 30 March

March 11, 2024March 30, 2020 by Roger Darnell

A month ago, the Center for Disease Control and Prevention’s Deputy News Media Branch Chief Benjamin Haynes issued his COVID-19 briefing update, reporting on the “very few cases” of Corona Virus in the U.S., and “no community spread.” Mr. Haynes also seized the moment to inform us of impending disruptions to our lives. Today, with most of us ordered to #StayAtHome, the number of domestic reported cases will soon exceed 123,000.

Case Study: Leviathan

May 14, 2024January 19, 2019 by Roger Darnell

Leviathan’s Reputation Soars Worldwide as Specialized Creative Agency Reinventing Design, Digital Media, and Interaction

Close Cooperation Between Management, Reps and DWA Maximized Stellar Opportunities, Positioned Company as Legitimate Rockstar
See also: Visual Timeline & PR Case Study

A key component of cross-discipline design and innovation consultancy Envoy Group, Leviathan is a specialized creative agency working at the nexus of design, digital media, and interaction. By bringing phenomenal narrative content and emerging technologies into physical environments, Leviathan transforms ideas into exceptional experiences for brands and creative collaborators worldwide. Established in 2010, Leviathan’s innovation has been recognized by top-tier publications including Communication Arts, The Creators Project, Fast Company, Forbes, The Verge, Vox and Wired, among many others.

Integrated Marketing in Action: ISAM

May 14, 2024September 5, 2018 by Roger Darnell

This case study appears in Roger Darnell’s new book on communications consulting, coming in 2021.

Back in 2011, my clients at specialized creative agency Leviathan joined together with some very talented colleagues to help the pioneering electronic musician and producer Amon Tobin and his record label, Ninja Tune, promote what would become one of the decade’s biggest musical tour stories. Immediately after its premiere in Montreal, Adrian Covert of Gizmodo called it “the concert of the future, today.” In retrospect, to me, there were a few key aspects that made ISAM Live so phenomenal. First, Mr. Tobin had a 15-year history of pushing the creative boundaries in sound recording, sound design and music production as part of Ninja Tune, a London-based indie record label known for visionary innovation. With that ground situation, the expectations of anyone on the outside looking in were already very high.

Visual timeline and PR case study: Luci Creative

May 14, 2024July 23, 2018 by Roger Darnell

In-depth PR case study materials follow. Last Updated 23 July 2018

Best-Case Scenario: 2014 Blossom Launch, Powered by ENVOY

May 14, 2024May 2, 2018 by Roger Darnell

This case study appears in Roger Darnell’s book, The Communications Consultant’s Foundation.

Based in Irvine, California, the principals of the hybrid creative agency ENVOY have built their company very thoughtfully, aiming to partner with bold leaders to make experiences and products that define the future. By focusing on the convergence of design and technology, and even being willing to invest capital, expertise and services, the agency has chosen to engage with a growing list of innovative startups, in addition to its roster of well established companies.

When we think about startups, we might imagine one or two impassioned individuals burning the midnight oil together in a garage or an attic, dreaming about taking their side gig full-time. This is a story about the other kind – where very savvy professionals who have achieved major success in the past join forces on a relatively sure thing. Meet Blossom, a company that set out to create a smart water controller that would cut utility bills and save water.

Sales expertise for creative entrepreneurs…

May 14, 2024March 25, 2018 by Roger Darnell

universal positive readers already know that I’m a big fan of author, speaker, and advisor David C. Baker. By visiting David’s website, you can find information on his books, upcoming events, and much more.

If you haven’t already read it, I also encourage you to review this candid interview with my dear friend Lisa Cleff Kurtz, who is a philanthropist, education and arts activist, and a bona fide rainmaker.

Many other noteworthy experts also offer sage business development advice that you can easily find online… often for free. Here are five more that are definitely worth subscribing to right away.

Marketing Imperatives: Center Everything Around Your PR Strategy

May 14, 2024August 3, 2017 by Roger Darnell

I have a longstanding working relationship with a CEO who recently changed jobs. Coming into his new company, he told me that his mantra was this: He intended to center every marketing initiative around PR strategy. In virtually every industry, I’m seeing many wise marketing industry leaders endorsing this idea. Another prominent example from the past several years comes from Jason Harris of San Francisco- and NYC-based Mekanism, where in an interview with HubSpot.com, he described his agency’s framework for creating shareable content.

“Our approach is to always think about the PR headline. Why will the idea, content, innovation, etc., travel? Why will people care, and why will they want to talk about it and share it? If there is no PR headline, the idea won’t be shareable. That is our goal on every project.”

The video I’m embedding with this article perfectly demonstrates the increasing focus on PR, presenting the 47-minute “Content & Storytelling: Is the PR Landscape Shifting?” session from the 2014 CDO Summit in NYC.

Media Spotlight: Creators

May 14, 2024July 26, 2017 by Roger Darnell

Creators was VICE’s arts and culture platform, covering every aspect of the creative process. Its mission was to make art more accessible to a wider audience with diverse voices reporting on emergent arts and artists.

From sculpture and light projections to street art and dance, the platform’s curators and contributors immersed themselves in cultural hotbeds and travel to the far corners of the globe to explore the spectacle and color of making art today.

Read moreMedia Spotlight: Creators

Sharing Secrets: Public Relations Expertise

May 14, 2024July 19, 2017 by Roger Darnell

The publishers of Campaign, a leading business media brand serving the marketing, advertising and media communities, offer an editorial on their website entitled “What’s the secret of a long ‘marriage’?” In that, former Abbott Mead Vickers BBDO chief executive and current CEO of Girl Effect Farah Ramzan Golant offers these wise words: “The key to long-term client relationships is constant reinvigoration…. You should constantly be looking at how you can do things differently, keep freshening the account teams and stay ahead of the game.” As a communications consultant providing ongoing, dedicated counsel to a small roster of clients, I firmly believe in these vows. Among many activities aimed at ongoing education and innovation, I regularly participate in webinars being presented by industry thoughtleaders, adopting the best ideas and lessons into my arsenal. One in particular, presented by five-time published author and entrepreneur Deirdre Breakenridge entitled “Eight Techniques of the New PR Champion,” began paying dividends immediately.

Career resuscitation advice from The Branding Diva, seconded by yours truly

May 14, 2024July 16, 2017 by Roger Darnell

I am very fortunate to have a lot of friends. These days, with the impact of the economy continuing to wreak havoc on many industries and a lot of lives, I’m regularly hearing from many of them who suddenly find themselves unemployed. While this is definitely a scary situation, I stand ready with encouragement and a handful of smart ideas that are proven best bets when it comes to finding great career opportunities. Clearly, Karen Post, a.k.a. The Branding Diva(R) has the same mindset. An international authority on branding matters and the author of the best-selling books Brain Tattoos and Brand Turnaround, Karen’s blog post entitled “Puking Pink Slips? Jumpstart your personal brand today” takes my personal rah-rah speech to new heights. Do jump on over to read it, and below, also consider my paraphrased and slightly adjusted listing of her spot-on career-rejuvenating suggestions.