Posts Tagged 'marketing'

Please Welcome Evan Cohen!

Evan Cohen is the most recent addition to our Los Angeles branch, migrating from Director of Strategic Marketing and Creative for Cornerstone Promotion and head of video production for Cornerstone’s in-house music and culture property FADER Media. Cohen will serve in the capacity of VP Brand Strategy & Production.

As Director, Strategic Marketing & Creative at Cornerstone, Cohen was instrumental in building the West Coast office of the NY-based brand strategy agency.  His strong production background contributed to the growth of Cornerstone’s branded content creation and entertainment businesses.  During his tenure, Evan created and executed integrated campaigns for A-list brands such as Levi’s, Kia, HBO, Microsoft, Diageo, Pepsi and Columbia Pictures.  He also served as Multimedia Director for FADER Media and headed up the video production for the FADER Label.


While at Cornerstone, Evan worked closely on a video for artists Matt & Kim alongside Foundation’s producer Stacy Paris and director Jonathan Del Gatto and recently hired Foundation directing duo Focus Creeps to shoot a project for vitaminwater. His joining Foundation comes out of a natural desire to get more involved with content production and the expansion of our business model into new and inspired areas.

Previous to Cornerstone, Cohen was a film industry professional where he produced independent films and served in various production and development capacities for Scott Rudin Productions, Tribeca Productions and Brillstein Grey Entertainment.  As an independent filmmaker he produced “Series 7″ which premiered at the 2001 Sundance Film Festival and was distributed by USA Films, and “Bittersweet Place” the award-winning Tribeca Film Festival entry.
Evan can be reached here:

evan@foundationcontent.com
424.238.0381 (office)

Changing Our Focus

Remember the old skool “focus groups” of traditional advertising?

Oh wait… people still do that…

My question is WHY?

In an age of twittering and everyone’s grandmother having a blog of their own, you’d think this outdated form of data collecting would be collecting dust. First of all, why would you judge the success or “cool factor” of your product based on the opinions of a dozen people with nothing better to do with their evenings than be part of a focus group about the latest shampoo bottle design for $50 and some snacks? Wouldn’t it seem more appropriate to scope out the Facebook fanpages and see how well your product is doing on it’s own and then decide if changes are even needed?!

syfy

Take the Sci-Fi Channel’s recent change to “SyFy”. Nothing was broken here…so why did they “fix” it? I’ll tell you why; they “tested it with consumers” (translation: They held a focus group, not with members of the fanbase but rather people they’d like to attract to the channel) Well, it didn’t take long for true fans to react and cause all kinds of upheaval for “the channel formerly known as Sci-Fi” via Twitter, Facebook and every geek forum known across the internet. The Sci-Fi Channel’s own blog had 900 negative comments by the end of the day after the change of name was announced publicly! (See above picture)

See… sometimes those 12 people may not have the brand’s true interest or “ideals” at heart.

So, Corporate America….if you’re listening…and you’re probably not….but in the off chance that you are and have ditched the old marketing models for the adwareness of today….I have one thing to say: Know thy consumers…and in so knowing thy consumers, know their status updates, know their tweets and most importantly, know their power.

“Interweb” the Rainbow

“Taste the rainbow.”

It’s probably one of the most recognizable slogans in recent brand history – right?

So- how does a huge brand like Skittles stay relevant in a “web 2.5″ driven world? Easy…it adapts!

Have you been to skittles.com recently? Basically, they’ve incorporated some of the world’s leading social and shared-media networks to support their web persona, proving the social significance of the chewy fruit candies!

800px-skittles-louisiana-2003

You’ll first notice when visiting skittles.com that you are prompted to enter your age. After this, a widget appears in the upper left hand corner of the homepage which is their youtube page! Obviously, youtube is a great way to showcase the brand’s popularity amongst everyday “consumers” while keeping up with their tried and true “viral” videos that have driven the brand for so long!

Now, this is where it gets really cool for a social media nerd like me…say you want “just the facts”, click on “Products” and you don’t end up at some obviously skewed page powered by marketing geniuses…instead, you are swiftly whisked away to Wikipedia! The same thing goes for “Friends” and “Chatter”, which redirects you to their facebook page and their twitter feed.

Who knew a product created in the seventies could be so… innovative!?!

I think it’s a brilliant move by Skittles and I wonder how long before we start to see a copycat campaign by that “other” multicolored candy coated confectionery….

New Media Vs. Analog Adguys

I recently attended the Chicago New Media Summit in search of new knowledge about my field and was sorely disappointed when the first day ended up being one long tutorial session for *coughs uncomfortably* matureseasoned...old people. There….I said it. (BUT LET ME EXPLAIN before you close this window and start sending me hate mail)

The summit was kind of negs on Chicago youth in media. One speaker said, and I quote, “the youth need to be held back a bit”…hmmm….I’m 24….does that make me “the youth”? Do I need to be held back?

It was also funny and sad to see a bunch of aging men from the adworld’s “good ole days” talking about “the facebook” and how it’s going to be a tool in changing the face of media.

The second day was pretty cool though! Lots of Web 2.5 talk and we all know how much I love that. Miguel Gonzalez of DraftFCB gave a session on viral branding and new technologies for advertising which was very informative and engaging. And my friend Jim Marcus of Ogilvy was there for a segment on the 2016 Olympic bid, in which he gave a little shout out to Foundation for shooting a video for the bid. =)

All in all, I’d give the summit a thumb up for the networking and a few good speakers and a thumb down for the bizarro ageism.

Jeff Landsman managed to join me for part of the first day. Jeff made the times when I was bored out of my mind, after hearing four speakers refer to “Blogger” as a “cutting edge” blogging tool, a little more entertaining.

Oh and btw, have you ever heard of Daisy Whitney’s “new media minute”? If not…look it up on youtube…and tell me you wouldn’t LOVE to see a parody?! Puh-Leeze!


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