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Let's Talk About Stuff.
Our Blog
Our goal in posting our blogs is three fold: To introduce timely industry news that is relevant to our clients; to post items we find interesting and entertaining, and finally, to give you a glimpse of TSW US “Behind the Curtain”. We take the business aspects of what we are doing very seriously, but we like to have fun, hopefully that shines through here.
Our Blog is a puzzle being assembled. Sometimes the individual pieces of the puzzle don’t look like the whole picture once completed – You have to keep adding pieces one at a time to make the image clear. We hope you keep coming back to see how the TSW US puzzle takes shape.
Memorial Day
Normandy. May 2017. Our offices are closed today to allow our staff to honor Memorial Day.
Our Favorite Buzzwords
Working at an advertising agency, buzzwords (and buzzphrases) tend to develop over the normal course of interaction with so many creative communicators.
Here's a list of some of our favorites that we use more often than we'd like to admit:
Disruptive: This bitmoji thing is totally going to be disruptive.
Bitmoji: I can't believe this bitmoji thing actually is totally disruptive.
Digital Literacy: Their denial of Cloud issues has users questioning their Digital Literacy.
The Cloud: Never ever go searching in The Cloud.
Fake News: The News.
Paradigm Shift: This new version of the Cloud is a total Paradigm Shift.
Gamification: I love the gamification of myself with this new bitmoji.
Micro-Moments: My bitmoji had a micro-moment with that awkward coworker.
Watch This Space: I'm in love with that awkward coworker. Watch this space.
Holistic: Is a bitmoji a holistic view of one's self?
Wheelhouse: My bitmoji acts in ways that are not in my personal wheelhouse.
Crowdculture: Follow the crowdculture right up into The Cloud.
Granular: I'm looking into The Cloud on a granular level and it's become my New Normal.
New Normal: Something not normal that we need everyone to think is normal.
Low-Hanging Fruit: There's a lot of pictures of low-hanging fruit in that cloud account.
XYZ-centric: We're becoming more people-centric, eccentric, data-centric, whatever-centric.
Pain Point: This holistic view of the cloud as a new normal is my only pain point these days.
Cinco De Mayo
Today we mark Mexicos defeat of the French in a day long battle at Puebla. Why do a multitude of Americans celebrate a minor military victory in a neighboring nation? Honestly, because we like a good party. We like to learn about our neighbors. We like eating tacos.
It doesnt really matter why at this stage of the game.
What matters is that we DO.
In a big way.
Sometimes advertising is about creating a movement where there really isnt one. The Tecate Beer and pitchers of Margaritas consumed today are testament that it works.
Throwback Thursday - You've Come a Long Way Baby
It is Throwback Thursday at TSWUS, and we are highlighting a vintage Virginia Slims ad in honor of our Womens Network Series Spring Session today. While attitudes about smoking have changed dramatically, these ads still resonate. In a large part, this series is about everything but the product. Embracing the idea that glass ceilings no longer exist for women, (especially at TSW) is embodied in the story told in this series. What was it like historically, where are we today, and whats next are all focused in very limited copy, and heavy imagery. The ads project positive movement to a more opportunity rich future for women. The enthusiasm behind the idea leads to the product being embraced as a symbol of that momentum. Is this about cigarettes? Yep. Is it an amazing brand campaign that still resonates today? Yep. "You've come a long way baby."
Cocktail Friday: SweetWater 420
The SweetWater 420 Fest originated in Oakhurst, Georgia in 2005 as a way for SweetWater to combine all of the elements it was most passionate about in one location. It brought together music, beer, and environment. Guests can drink SweetWater beer while watching headlining musical talents. Little Five Points Candler Park became the festivals new home two years later until 2013. Environmental awareness continues to be a huge part of the festival, which also includes musicians, local artists, and vendors.
The SweetWater 420 Fest uses a variety of print, television, and social media to promote and advertise. It is important in advertising and marketing to understand your target audience and be able to locate them through different media. Locating the perfect fit for advertising is exactly what we do here at The Specialist Works US! SweetWater understands their main audience can be located through these sort of media and their use of them relates directly to their awareness and attendance.
Cocktail Friday: Celebratory Wine
When it comes to new experiences, companies can also partake in change. Rebranding is a marketing strategy where an established company or organization changes their appearance with a new name, term, symbol, or a combination of the options. They do so with the intention of developing a new and different identity among the minds of consumers, investors, competitors, and other stakeholders. Normally, radical changes to a brands logo, name, image, marketing strategy, and advertising themes occur.
A successful example of rebranding would be Apple. It is said that Apple has possibly one of the best rebranding stories of our era. In the early 1990s, Apple was suffering from low sales, low consumer interest, and competition was taking consumers away. These were issues until Steve Jobs took over the company in 1997. Jobs presented an image of minimalism and modernity. He did this with new innovative products and a series of advertising and marketing campaigns that focused on experiences as opposed to purchases. Through this, they were able to attract a new, diverse customer base. A little change and introspection can be healthy and exciting. Whether its the thrill of traveling to a new country or the excitement of reinventing your brand, new experiences are valuable exercises in learning and growth.
Getting on the Bus
Here at i-transact, we speak metaphorically about getting on the bus a lot. The bus could be the company, your current role or a new one. It could even represent taking ownership of a project or client needs. We love the idea of stepping up and into a bus that can take you anywhere.
You get it, right?
But not all jobs or companies foster an environment like this for employees. Not all employees desire this type of environment. Being "on the bus" in a sales role also might look very different from being "on the bus" as an accountant. We understand this. Everyone is allowed to choose how being "on the bus" might look for them.
We also know that no one can be forced on or off the bus and that's ok too. If you've ever been to one of our company events, it's obvious those of us "on the bus" are having one hell of a time!
So join us or don't. But should you decide to get on the proverbial bus, it may just turn out to be a rocket ship (we're from Houston and we own it. So what?). You'll also end up having a ton of fun along the way.
Cocktail Friday: John Daly
The Masters Tournament is also known as The Masters or The US Masters. It is one of the four major championships in professional golf. The Masters is normally scheduled for the first full week in April and is the first of the majors to be played each year. The Masters is held each year in the same location at the Augusta National Golf Club which is a private golf club in Augusta, Georgia.
The tournament prides itself on being, a tradition unlike any other. Beginning in 1956 the tournaments host, Augusta National, secured a series of one-year TV deals with CBS. Sponsorship is important when it comes to the tournament. The terms of each sponsor agreement arent disclosed however, sponsorship analyst IEG has calculated the total annual global contribution to be near $18 million. Some well-known sponsors include: AT&T, UPS, Mercedes-Benz, and Rolex.
Cocktail Friday: Gin and Tonics
Its Cocktail Friday here at The Specialist Works US and we are celebrating with some tasty Gin and Tonics! The cocktail was first introduced by the army of the British East India Company where malaria was a prominent issue. In the 1700s, Scottish doctor, George Cleghorn, discovered that quinine could be used to prevent and treat the disease. Quinine was served in tonic water, however the taste was bitter. In the early 19th century, British officers in India took to adding a mixture composed of water, sugar, lime, and gin to the quinine to give the drink a more pleasant taste. Thus, the Gin and Tonic was born! Today, since it is no longer used to treat and prevent malaria, it contains much less quinine and is usually sweetened.
While it may have originated as a treatment, it is now consumed for pleasure and is a notable icon in todays pop culture. Some famous instances of Gin and Tonics in media include: James Bond specifies a recipe for a Gin and Tonic while in Kingston, Jamaica in the book Dr. No., Colonel Henderson complains when his Gin and Tonic is served with ice in the movie The Year of Living Dangerously, Ian Gillan mentions the cocktail in the song "Sleeping On The Job", Billy Joel mentions the cocktail in the song "Piano Man", Oasis also mentions the cocktail in their song "Supersonic", Nik Kershaw begins his song I Won't Let the Sun Go Down on Me" with mention of the cocktail, the character Barney Stinson played by Neil Patrick Harris on the hit sitcom How I Met Your Mother is often heard ordering a Gin and Tonic, and Gin and Tonic is one of John Constantine's drinks of choice in the Hellblazer comics. It is also the drink of choice for hero, Cat, in Jeaniene Frost's Night Huntress Series.
Through these examples, it is easy to see Gin and Tonic is well-known throughout pop culture. This sort of awareness is what advertising and marketing aims to do. With this industry, the goal is to get the product to be well-known to its directed audience. Whether it is a Gin and Tonic or any other product, skilled professionals will learn their products targeted audience and which media to use to successfully get their message out.
Want to try a Gin and Tonic for yourself?
Grab a glass, fill it with ice cubes, add gin and tonic as desired, and top off with a lime wedge! Enjoy!
Ah, the Decision Maker
So who exactly is this decision maker?
I recently got a call from someone immediately asking me if they could talk to "The Decision Maker." The first irritation was the assumption that I wasn't the Decision Maker. Often people assume that the first person they speak with is the gate-keeper which isn't always the case.
Many times, I've found the gate-keeper IS the Decision Maker masquerading as the gate-keeper to avoid further conversation. Also the first person that answers the phone should be the Decision Maker if you've done research and found a good number. Depending on the business model, you will find that gate-keepers aren't usually the receptionist these days. There's IVR for that. Assume the person you're talking to is the president of the company. Treat them as such and amazing things can open up for you.
The second irritation was that this person did not bother to introduce themselves or even explain why they were calling.I don't take the attitude of "you owe me an explanation" but I'd like to find out if you're calling from the Oval Office or if, perhaps I've won a million dollars.Decision Maker immediately implies that you must be calling to sell me something and I'm instantly going into screening mode. Simply put, I've never heard the IRS ask for the Decision Maker. They've got your name.You should have a name too. I've never seen this not work. It doesn't always mean you'll get the sale but you'll get a listening ear.