Fifty years ago this summer, Mike Nichols’ The Graduate hit American movie theaters. The film’s protagonist, Benjamin Braddock, played by Dustin Hoffman, is provided with some career advice in a penultimate moment when his parents’ smugly successful friend suggests — “One word: Plastics.” The moment captured the disillusionment of Baby Boomers and the desire to drop out instead of embracing a steady paycheck — and a seemingly spiritless life in chemical manufacturing. Continue reading “Think Small”
Category: Media Strategy
Facebook has undergone massive change in its brief 11-year history. What started as a closed platform to connect university classmates is now a global company with 1.4 billion active monthly users and market capitalization of $212B.
Brands have long coveted Facebook’s captive audience – particularly because the cost of engagement was extremely low (if not free). But with organic reach all but gone for the majority of brand pages, we’ve undoubtedly entered into the new era Facebook: one in which you must pay for your content to be visible to your fans, and where that space comes at a premium.
Yes, I am on Facebook right now. It’s for work.
Think about this situation: You’re sitting at your desk when a coworker asks you to step into a meeting to discuss an upcoming project that you’ll need to lead. As your coworker explains the project to you, it becomes clear that the project is unlike anything you (or maybe anyone else, for that matter) have ever done before. And oh yeah – things are already weeks behind schedule. What would you do?
In the hyper-evolving digital world, this situation is becoming the norm at ad agencies everywhere. Projects are becoming increasingly more complex and production timelines are shrinking due to clients rapidly changing business needs.
Continue reading “Preventing Project Chaos”
At Smith Brothers, our mission is to “Create inspiring ideas for courageous clients.” As students of the advertising business, and marketing in the CPG space in particular, we’re constantly on the lookout for work that not only impresses strategically and shines in execution, but that demonstrates some serious chutzpah on the part of the client who embraced it. We all know that too many clients err on the side of safe, hunkering down in the foxhole, afraid to lift their heads above the horizon line lest they have them blown off by senior management. Courage these days doesn’t come easy.
In this blog series, we will hold up those recent CPG marketers who should be recognized not only for their smarts, but for their bravery. Whether it’s eschewing the norms of a category, diving into uncharted waters in the digital space, committing big budgets to brand new platforms or just doing jaw-dropping creative, we will identify those brands that we think took a little more risk and stood a little taller than the field – those we think deserve a salute. Continue reading “It’s Smart As Hell, But Is It Truly Courageous?”