Global Performance Marketing Agency, Performics, Launches in New Zealand

Performics New Zealand launched on August 1, 2017 giving local market clients access to an expanded digital service offering and global performance marketing expertise. Performics offers display, search, performance content, social and programmatic buying campaigns to clients.

The Performics New Zealand office is located in the iconic Saatchi & Saatchi building in Parnell, Auckland. Performics will be working alongside the two established media brands, Starcom and Zenith, through a range of digital offerings.

Performics New Zealand’s core focus is to drive digital efficiencies and integrated views for our clients. The support from the global team will help provide another layer of strategic thought to an already established digital presence in the New Zealand market.

Through the global Performics network, New Zealand clients will benefit from the following advantages:

  • Strategy – Performance marketing is seen by Performics as an integral part of the media planning and buying process
  • Specialists & tools – Performics has an experienced team of specialists who work with best-in-class tools at a global level
  • Global thought leadership and proven case studies
  • Size – Performics has a global presence

About Performics 

As the original performance-marketing agency, Performics converts consumer intent into revenue for the world’s most admired brands. Across a global network operating in 41 countries worldwide, Performics creates connected and personalized digital experiences across paid, earned and owned media. RECMA recognized Performics as one of their Top Digital Agency Networks of 2014. Headquartered in Chicago, Performics is a Publicis Media company. To learn more, visit www.performics.com/nz.

For further information, please contact:

Lauren Simmiss
Head of Performance Content
New Zealand
Tel: +64 21 023 15545
Email: lauren.simmiss@performics.co.nz

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Interns at Cramer-Krasselt create a Dyslexia Cafe.

The Chicago Egotist — July 31, 2017

To raise awareness about the difficulties individuals with Dyslexia face when ordering simple things like coffee and food, interns at Cramer-Krasselt created menus and signs meant to convey what words look like to those with dyslexia. They then took their creation to a local Cafe in Chicago.

The story was covered today in Creativity and was also picked up by ABC News in Chicago.

Read more at Chicago Egotist.

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Influencer Marketing Vs Celebrity Endorsement

It has been proven by many influencer marketing experts, influencer marketing and celebrity endorsement are two very different options for brands to include in their marketing campaign. The two do not operate or function the same and both options offer very different results.

“I’ve actually learned first-hand that brand advocates and micro influencers have the potential to recruit long-term brand advocates into your brand, which (surprise-surprise) is much more powerful than generating a one-off sale” –Philip Brown, Head of Influencer Marketing & Brand Advocacy at Come Round.

But what’s the difference? How will your brand benefit the most from one or both?

Celebrity Influencers and endorsements

It is no surprise that celebrities have more followers than influencers. Just because your favourite celebrity posted about the newest perfume or a festival, doesn’t mean that it is credible or a genuine post from them.

Brands continue to throw money at them, most recently the failed Fyre Festival. Models and celebrities including Kendall Jenner, Bella Hadid and Emily Ratajkowski, were paid $250 000 to endorse the event, while other high-profile Instagram users were paid $10 000 per post shared on the platform. The problem with that tactic was that they failed to disclose to the public that these were paid posts, all against Federal Trade Commission policy 16 CFR Part 255: Guides Concerning the Use of Endorsements and Testimonials in Advertising. These influencers had legal action taken against them citing “Social Media ‘influencers’ made no attempt to disclose to consumers that they were being compensated for promoting the Fyre Festival. Instead these influencers gave the impression that the guest list was full of the Social Elite and other celebrities.”

In other instances, celebrities have outed themselves as being paid to post, sharing more than what they should. Remember when Scott Disick revealed all the details of his BooTea Shake product endorsement to his 15.9 million followers, before quickly deleting it?

It might be an exciting way to get people interested in your product or event, but the repercussions to your brand could far outweigh the benefits. Often the content for this paid endorsement or post comes across as forced and unauthentic but there is light at the end of the tunnel if your brand wants to go down this route. Work with the celebrities to ensure that it sounds like them. Let them tell it in their own brand voice ensuring that their audience will naturally engage on the post.

Influencers and bloggers

An exciting new area for brands to explore in communicating their messaging is with smaller, and at times, slightly more unknown influencers and bloggers. There are two types of influencers – macro and micro.

Macro influencers are not that different to celebrities, besides the celebrity title. These influencers have large audiences that they can push your message and brand out to, often at a hefty price tag. Unfortunately, the engagement on macro influencers posts are on the lower end. If you are looking for reach on your post then you’ll be in good hands.

Micro influencers are an emerging market. By using micro influencers over macro influencer, brands can communicate through real people, in an authentic voice. however, have a smaller following than that of a macro influencer or celebrity. Micro influencers have between 1000 and 90 000 followers.

Their audience is more engaged in the content that they post, which makes these up and coming influencers and bloggers more attractive to brands. These types of content creators are in it for the long haul and want to leverage off your brand as much as you want to leverage off their following.
There is something to be said for bringing in influencers and bloggers for a long-term brand affiliation, rather than just paying them one off. Together you can create bespoke messaging and content. You can also ensure a complete buy-in from the blogger or influencer. This translates into engaging content on their platforms for their followers and your future followers and customers.

There is no right or wrong way forward for your brand. Just make sure that the celebrity, blogger or influencer is right for your brand. They must communicate your vision and objective without sounding forced or fake. Get this right and your campaign will always win.

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MullenLowe Mediahub Does Comic-Con

Without fail each July, the most eclectic melting pot of geeks, advertising madmen and A-list celebrities descend on San Diego’s Gaslamp District for Comic-Con — the world’s biggest celebration of comic book culture.

This year’s was the biggest SDCC yet, touting over 130,000 paid attendees, which doesn’t even account for the thousands more who flooded the downtown Gaslamp District. The convention center extends across 460,000 square feet, with nearly 1,000 vendors showcasing their latest and greatest. Across the street, there were hundreds of activations put on by brands, similar to the scene in downtown Austin during SXSW.

MullenLowe Mediahub took a trip to SDCC this year to let our inner nerds out and provide an insider’s look on the four-day event. Here’s our recap of key trends and takeaways:

KEY TAKEAWAYS

  • Comic book culture is more relevant to your business than you think

    There’s something for everyone at SDCC, regardless of whether they are hardcore comic book nerds or mainstream people. If there’s any strategic hook for your product, whether from a contextual or audience perspective, you should consider this event as a way to make an impact.

  • Find your nerds and get them to geek out

    If you can get a nerd fan base on board with your product, service or new TV show, they will be your biggest advocates. Dig into your brand’s data sets and see if there are any pockets of these people, as they could be a be a huge untapped opportunity for your business.

  • You don’t need a million dollars to make an impact

    Small things go a long way at SDCC, and you don’t have to spend your whole year’s marketing budget in one place. Whether it’s free pedicab transportation in the GOT throne, a bicycle bar with SYFY, Outlander men in kilts doing cosplay or giving out fun swag, there’s a lot of turnkey ways to reach the Comic-Con crowd. If you want to get your feet wet testing out the event, you can partner with brands that have a consistent, tried and true presence each year (e.g., Wired Cafe, Entertainment Weekly’s studio or IGN’s party). But if you want to do anything for SDCC 2018, you should start now.

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The Next in Augmented Relationships

Melanie Joe, Consultant, Research and Insights, MSL Exciting developments from the technology sector are in the news on an almost everyday basis; big data, virtual reality (VR), augmented reality (AR), mixed reality (MR), artificial intelligence (AI) – these are terms that have, in the past few years, become everyday buzzwords. Technology has had a significant […]

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New Hot Jobs: Browse 360i’s Latest Openings

Have you heard about our NYC Summer Series? This year to mix things up and maximize the warm weather, instead of one day-long summer event, we’re throwing an employee exclusive, after-hours party every two weeks! The series kicked off with an agency-wide Pride celebration in June that featured floor to ceiling rainbow décor, colorful cocktails and lots of pizza. In early July we vacated the office in favor of a tropical, roof deck happy hour at the DL in the Lower East Side and just this week hosted a special screening of Hulu’s new original series from Seth Rogen, Future Man.

Click to view slideshow.

 

Don’t worry! There’s still time for you to join. Whether you’re in New York, Atlanta, Chicago or Los Angeles, a summer at 360i is never dull. Apply for one of our open positions below or visit our careers page to view more openings.

Social Marketing Manager (New York, NY) – The Social Marketing Manager, Content Lead will play a lead role in driving creativity and innovation in social for a leading cable network. Both big idea-driven and tactically-focused, this person is a very hands-on team player who will own social media campaign launches and ongoing content for priority shows. The person in this role should be passionate about social media and what’s next in digital, have a love for the fast-paced entertainment space, and have a track record of creating content that provides measurable results. Applicants should have 3-4 years of experience in digital and/or social media marketing, content creation, and/or copywriting.

Director, Communications Planning (Los Angeles, CA) – The Communications Planning Director roll will own the relationship with Brand Management and partner agencies – the key sources of business problems and opportunities for which communication planning ideas can be solutions. The CPD demonstrates the ability to design and drive programs (not just strategies) that improve sales performance of the brand. This person is directly responsible for the holistic communication plan and design aspects for the assigned accounts. The CPD also provides strategic direction for assigned accounts and should understand all aspects of their client’s business as well as the overall technology and competitive landscape. This person should have 8-10 years of experience in media and brand management.

Senior Conversion Testing Analyst (Atlanta, GA) –  We are looking for a creative analyst who can extract every nugget of information from data sets and has the ability to implement dynamic content to increase client/business goals. This person should be able to explain testing methodologies by user experience design to a range of clients. We need someone who can work independently to rapidly develop and implement testing models that drive substantial conversion gains for our clients. This person will be responsible for providing quality assurance against deliverables and providing constructive feedback to analysts. The Senior Conversion Testing Analyst should have a passion for data and technology, and the ability to bridge both together.

Account Director (Chicago, IL) – This role is responsible for building and growing client relationships through continual in-person client meetings, providing thought leadership across creative, strategy, media, and communication planning; partnering with other agency leads to create integrated marketing strategies, managing cross-functional agency teams and oversight of campaign development and management. The Account Director must be both strategic and hands on, have a strong project management sensibility and be engaged, tenacious and passionate about delivering outstanding creative ideas and work. This person should have 8+ years as a brand steward and business partner and a proven ability to orchestrate large-scale programs across multiple platforms.

Associate Media Manager (New York, NY) – This role requires display marketing experience to develop strategies and implement paid media campaigns for a host of our Fortune 500 clients. This person must have a detail-oriented mind with the capability to multitask and think outside of the box, as well as a passion for innovation and excellence in media. The Associate Media Manager will be responsible for maintaining budget summaries, managing the implementation of custom elements, and communicating with vendors and reps. This person should have 1 to 2 years of relevant Media Planning Experience and a solid understanding of DFA and other media related tools.

View more job openings on our careers page.

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Cramer-Krasselt interns transformed the menus and signs at Chicago cafe Heritage Outpost to raise dyslexia awareness.

AgencySpy — July 28, 2017

By Erik Oster

-Cramer-Krasselt interns transformed the menus and signs at Chicago cafe Heritage Outpost to raise dyslexia awareness.

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Coffee shop serves up empathy, with ‘Dyslexia Cafe’.

CBS Chicago — July 28, 2017

By Roseanne Tellez

Customers at an Uptown coffee shop got a little something extra with their morning brew Friday: a lesson on the challenges of dyslexia, which affects some 40 million adults in the U.S.

CBS 2’S Roseanne Tellez reports on the novel wake-up call.

Something was amiss at Heritage Outpost Coffee Friday morning, where it was almost impossible to read the writing on the wall.

“I was a little confused by the signage. I was like, ‘Oh, maybe this is a new hipster thing,’” customer Sorah Kim says.

Welcome to the world of someone with dyslexia.

We want people to embrace this experience and just be open to supporting people who they learn have dyslexia,” says Lauren Dumas.

Dumas is an intern at Cramer Krasselt, a local ad agency that helped create Dyslexia Cafe. The summer project serves up a lesson on the challenges of having a reading disability.

Customers say it was more eye-opening than their coffee.

“I think what it does is really educate somebody in terms of helping them be more empathetic,” Kim says.

To someone with dyslexia, letters can appear upside down, duplicated, compressed, or pop off the page.

Dumas says 1 in 10 people struggle with this type of disability.

Some studies show as many as 20 percent of individuals show some characteristics of dyslexia. Early screening leads to effective intervention.

 

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Chia ettal? Uptown coffee shop transforms into ‘Dyslexia Cafe’.

Chicago Tribune — July 28, 2017

By Christen A. Johnson

What do tourists effortlessly navigating the Chicago train map and ordering off a menu have in common? They both require reading comprehension skills. But, for the 10 to 15 percent of Americans who have dyslexia, these mundane tasks can be daunting.

To bring awareness to patrons about the disability, Uptown’s Heritage Outpost Coffee Shop transformed into an immersive experience called “Dyslexia Cafe.”

“Our goal was to put people in the shoes of someone with dyslexia,” said Lizzy Ploumidis, an intern at Cramer-Krasselt advertising agency who worked on the project.Who thinks twice about ordering coffee when you can read the menu? That’s not the case for everyone. We wanted to show that frustration.”

Menus (which described the different ways dyslexia can manifest itself), front window clings and bathroom signs all featured letters that were compressed, jumping off the page, duplicated, backward or mixed up to make a different word.

“Dyslexia is different for everyone who experiences it; it’s not a one-size-fits-all. We wanted to give a broad range of those examples,” said intern Andrea Ares, who also worked on the project.

“A lot of the things truly re-create the frustration that accompanies dyslexia,” said Dr. Danielle Baran, incoming president of Everyone Reading Illinois (ERI), a nonprofit advocacy organization for kids with dyslexia and a partner of the “Dyslexia Cafe,” about the hard-to-read visuals.

Customer Sorah Kim said she didn’t know what was happening after noticing the signs and menu.

“I texted my husband and joked, ‘Is this the new hipster way of writing things?’ But before reading the menu facts on dyslexia, she said she didn’t know the disability presented itself in so many ways. “It educated me in terms of what dyslexics see when they look at words, letters and numbers,” she said.

“Dyslexia Cafe” came about as part of the interns’ summer program with Cramer-Krasselt. They were charged with finding surprising, compelling topics that would challenge a common perception or action.

“We pushed the interns to do social things,” said Josh Mizrachi, creator of the intern program and a creative director at Cramer-Krasselt. “We explored a lot of different avenues but immediately saw the impact this one could have.”

After much research, the interns developed a passion to debunk false beliefs about dyslexia.

“We found staggering facts and were super interested by them and how they affect people in everyday life,” said Ploumidis. There are huge misperceptions about dyslexia, so we wanted to make people aware that it’s more than backward words, it’s actually very common.”

After getting the idea approved, the next step was finding allies who believed in the project too.

“We wanted a partner with a tie to learning disabilities and dyslexia,” explained Ploumidis. “We were happy to join with ERI, who provided reading simulations for more interaction. Heritage Outpost was also awesome in letting us change up their space for the day.”

When the idea was pitched to Heritage Outpost general manager, Derek Lewis, he said it was a no-brainer.

“We were super excited to be a part. The biggest things the interns were looking for,” he said, “were reactions to the change, and they got that. People have been coming in disoriented or giving second looks. I think everyone who’s come through has taken something new away. That was the point.”

 

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