Adapting to a digital marketplace

BY Elizabeth Carlson (’17)

We live in a digital world where we are constantly on an electronic device, whether it be a phone, tablet or laptop. Since this digital world is continually evolving around us, advertising and marketing agencies have had to adjust the way they position themselves and develop their work.

A recent Adweek article entitled “These 12 Agencies Have Masterfully Adapted in an Increasingly Digital Marketplace” showcased how smaller agencies have overcome the rapid change.

The 12 agencies highlighted are: 360i, Crossmedia, DCX Growth Accelerator, Erwin Penland, FCB/Six, Greatest Common Factory, ICF Olson, Los York, Noble People, Ogilvy Delivery, Phenomenon and RQ.

All the companies were interesting to read about, but for this post, I’m going to discuss Crossmedia and Los York. Crossmedia labels itself as the “World’s Smartest Media Agency.” They have locations in New York, Philadelphia and Los Angeles, as well as European locations in Dusseldorf, Hamburg and Berlin. Some of their clients are U.S Bank, White Castle, GNC, and Tillamook.

Founded in 2000, the agency claims it set a milestone in 2016 by becoming the first independent media agency of its size to establish its own programmatic media buying unit. According to its LinkedIn profile, the company has 221 employees.

Kamran Asghar, a founding partner of Crossmedia, made a comment about the the company I found very insightful.  He said: “I wanted to create a place with a holistic approach to communication, and shatter the idea that you were either creative or a media guy. To us, media is creative.”

Crossmedia created a campaign for its fast food restaurant client White Castle, partnering with Tastemade and Foodbeast to enlist chefs from different cities to create their own recipe using White Castle burger sliders. This strategy sought to have consumers associate White Castle with “crave-able” food.

Los York classifies itself as new kind of creative agency. They focus on TV content, digital and social screen space as well as live experiences.  They serve a client base that includes FitBit, Motorola, Nike iD, and Nike Jordan from locations in Los Angeles and New York.

Dex Deboree and Seth Epstein co-founded Los York in 2013, turning a not very successful production company they bought into a star performer by recognizing and capitalizing on the shift in the advertising world.

According to the Adweek article, the goal of the agency is to “create an agency that would take the traditional advertising and production skill sets and create one seamless operation that does everything under one roof.”

Working generally with smaller budgets on national campaigns, they produce creative work with a personal touch. A recent Los York campaign launched basketball star Carmelo Anthony’s 12th shoe style, the Melo M12. The Los York team worked directly with the star to focus the campaign on Anthony, his hometown and his becoming an NBA star. This ended up being the the most successful campaign for the Melo franchise, according to Adweek.

Below is a full video of the Carmelo Anthony campaign for his new shoes.

Anyone can learn a lot about creativity by visiting different agency websites. My favorite aspect is seeing the good content that is displayed on each website.

Featured Image: Unsplash

2016-09-30-fyf-elizabeth-carlson-dsc_0057-thumbnailElizabeth is a senior graphic design major and an advertising minor. When she is not in the classroom, she is Assistant Design Editor for The Wood Word, or she is playing for the women’s soccer team at Marywood. 

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