Addison Whitney Designers Kick Off Summer with Sum Art Show
Art, design, music and beer. Is there a better combination to kick off summer? I didn’t think so, and that’s just how Addison Whitney’s designers spent the first day of summer last Friday, June 21st.
Organized by our very own designer, Chris Cureton, Sum Art was a celebration of art and Charlotte’s growing creative community. Our designers, along with other local artists, gathered at Birdsong Brewing Co. to showcase original pieces and celebrate the start of summer. It was a fantastic show, and all who attended had a great time! Take a look at what our designers had to say about the experience, and check out the video to learn more about each of their pieces.
In their words:
“Sum Art was a great opportunity to bring art and design to the Charlotte community. By putting the focus on consumer experience, much like the brands we help develop, the show appealed to a much broader audience. It was amazing how an art show became such a fun event for all parties involved.” – Chris Cureton, graphic designer
"Sum Art was the perfect way to kick off summer – enjoying art and beer with friends and fellow artists in the community. There was an array of styles and media which made for a great show. I was thrilled to participate and look forward to more events like this in Charlotte!" – Cathleen Foley, design manager
"What I loved about the Sum Art show is all the variations of one question, what summer meant to us. And, how the personalities of all the artists shined through their work. I was truly honored to be a part of the show this year and hope to participate in coming years as well!" – Nick Irwin, design director
“I had a great time at the show and really enjoyed talking with the other designers/artists. Each and every one of us has unique memories and experiences of summers past and that definitely came out in our work. I was really impressed by the array of work that was shown and found it so interesting to see how seven different people interpreted one word.” – Karlie Winchell, graphic designer
Musical Festivals: A Branded Experience
In the 1960’s and 70’s, when music festivals began to rise in popularity, they were predominately about rebelling against commercial and corporate gimmicks, and primarily focused on peace, love and, of course, music. Fast forward to 2013 and corporate promotions and branded experiences are as synonymous with music festivals as the music itself.
Music festivals have become a multi-billion dollar industry and an excellent opportunity for brands to reach the hundreds-of-thousands of festival goers each year. Sponsorships for these festivals by big brands payoff for all parties involved. The festivals reap the benefits which, in turn, helps provide a better festival experience for attendees, and the attendees benefit from the amenities and giveaways (often festival essential) from the brands. What’s in it for the brands? Well, they gain awareness – and a lot of it.
A summer 2011 Havas Sports and Entertainment study and found that out of 2,244 respondents, only TWO didn’t notice any sponsorship while at a festival, 36 percent said they were more likely to purchase a sponsor’s product after experiencing their activation at the festival, and a whopping six out of every 10 brands on site could be recalled by fans.
Fredda Hurwitz, global VP of strategic planning, marketing & communications at Havas Sports commented: “Our research does much to dispel the view that music festivals are a dangerous arena for brand sponsors, and suggests brands are a welcome part of the festival experience if they develop activations that add value.”
Creating a memorable, exciting or unique experience at a music festival is what will set a successful sponsorship apart from those following the not-so-impactful route of traditional signage. When a fan attends a festival, they are seeking an experience, and that doesn’t stop at the bands they come to see, but is carried over to the brands they choose to interact with. There isn’t a right or wrong way to approach a festival sponsorship; to be successful, it just has to make sense. With summer music festivals kicking into high gear let’s take a look at three different types of brand sponsorships from one of the most popular (and branded) music festivals, Bonnaroo. You’ll see that each of these approaches provides a different, but equally creative way to promote brands.
- L’oreal Garnier Fructis: More than 80,000 people travel to a remote 700-acre farm in Tennessee each June for the Bonnaroo Music & Arts Festival. Knowing the attendees would be outside day and night listening music on multiple stages, Garnier Fructis provided practical services, such as free hair-washing and styling in a 40- by 40-foot air-conditioned tent. In an area where trees are scarce and the temperatures regularly reach 90+ degrees, the desire to cleanse yourself of yesterday’s sweat all of a sudden becomes pretty strong.
- Philips: Philips sponsored a silent disco at Bonnaroo. The company provided 400 of its new CitiScape Collection headphones for guests to wear to listen to tunes being spun by two DJs. In this situation attendees were able to experience firsthand the sound quality and silencing ability of the headphones in a fun, party-like atmosphere.
- Ford: Ford dubbed its tent at Bonnaroo "Destination Escape," playing on the name of its Escape vehicle that was displayed outside the tent. Inside, festivalgoers could cool off in the air-conditioned space, listen to live performances and charge their phones. While this essential phone charging service is not directly tied to what Ford’s Escape vehicle provides its users, it certainly generated a ton of exposure for the vehicle.
For additional info on other branded experiences at Bonnaroo, check out Bizbash’s slide show here, and to learn about sponsorships at other festivals, the online pub has produced a similar list extending past Bonnaroo.
The Past & Present of Female Creative Directors
This week The 3% Conference, a first-ever event for female creative directors, kicks off Thursday in San Francisco to celebrate females in creative roles, and the future we hold in this industry. But as some of us are getting ready to celebrate the future of female creative directors in the industry, Adage coincidently published their first edition of The Most Influential Women in Advertising , which largely takes a look at those who came before us.
In the feature of influential women, Adage included an infographic outlining landmark moments for women in advertising. The infographic includes milestone achievements for women in the industry such as the appointment of the first female creative director to groundbreaking female focused advertisements.
In spirit of the saying “you can’t know where you’re going unless you know where you’ve been,” I’ve placed the infographic below for everyone to get a little bit of history and perspective on females in the creative industry before the start of Thursday’s conference where the future of females in the creative industry will largely be discussed.
But before I end this post, a shameless Addison Whitney plug - Tiffany Jonas, verbal branding manager at Addison Whitney, will be moderating a panel at The 3% Conference and will be live tweeting from the event. So make sure to follow @addisonwhitney on Twitter to stay up-to-date with all of the latest news from the conference!
Mud Runs Enable Brands to Broaden Reach
Traditional running races are a thing of the past. The new craze is to throw some obstacles in the way. Like a mud pit, barbed wire, a climbing wall and a tangle of ropes. Then give these new obstacle course races gritty names like Warrior Dash and Tough Mudder to really intimidate people to sign up! Not only are people getting excited to participate in mud runs but brands are seizing the opportunity as well.
Obstacle races combine mud and trail runs with boot-camp obstructions and even mind games, all designed to result in mental and physical collapse. Last year in the U.S. roughly a million people signed up for events in the four most popular series: Warrior Dash, Tough Mudder, Spartan Race and Muddy Buddy. People now travel around the country and shell out money to willingly run these adventure races with mud crawls, fire pits, ice-cold showers and electric shocks. I have to admit when I looked at the Warrior Dash event video on their website, I instantly felt nervous yet fired up seeing people drenched in mud, climbing up wooden walls and jumping over fire. However, brands are embracing this new trend with nerves of steel.
Brands view this as an opportunity to get their product and showcase their company in front of an audience of young, active professionals. For example, the Windham, NY Warrior Dash in 2012 partnered with PERT Plus, the hassle-free shampoo brand and had a “Sudz Zone” shower trailer in the post-race festival area. With shampoo samples being provided to participants, brands have additional exposure for race attendees to use first hand and experience the product for themselves in hopes that participants will recall their experience next time they’re looking to buy shampoo. After all, if it can clean you up after one of these races it’s got to be good.
Brands also can gain exposure by having on site signage and tent space where they can directly connect and build relationships with existing as well as new customers. A few years ago I participated in an obstacle race and was immediately handed free apparel and samples provided by the sponsors that were at the event. They say it’s the little things in life and by getting a free koozie, a t-shirt and beer, not only was I benefitting from my new free stuff but I was also being exposed to a number of new brands that I might not ordinarily come in contact with, and I was one happy girl!
With mud runs and other adventure races gaining popularity, it’s no wonder brands are seizing the opportunity to sponsor races for additional exposure. As I write this, I’m already nervous and excited for the North Carolina Warrior Dash in 2013 I just signed up for! Obstacles, beer and bragging rights, do you have what it takes?
Sponsors Benefit From Olympics, But Do The Athletes?
The 2012 summer Olympics based in London are only a few short weeks away. Anticipation and excitement alike have been mounting with televised trials and previews into what the games will hold this time around. Not only are the Olympics an exciting time for athletes all around the world, but for big brands looking to do some significant marketing as well. The Olympics are of special interest to big brands due to the lack of major sports events and decreased television viewing rates in the summer. The Olympics are a global event that can be enjoyed by the whole family and big brands everywhere are eager to be a part of it.
The money that will be in play from corporate advertisers in the 2012 London games has reached unheard of amounts, an estimated six to seven billion dollars from advertising alone. Brands everywhere are very aware of the impact that advertising during the Olympics can have. Visa and Samsung are two high-profile companies that saw significant improvements in their brands from Olympic sponsorships. For example, in 1986 Visa was ahead of MasterCard in market share by just a few points, but after being an official Olympic sponsor for many years they are now ahead by leaps and bounds. Samsung experienced success as well, surpassing Sony in total brand value in 2005. One brand hoping to become a success story as well is Citibank, who is hoping to utilize these Olympics to revamp their image. They have recently become an Olympic and Paralympics sponsor and plan on heavily promoting their Every Step of the Way social media campaign, in which fans can vote to distribute roughly $500,000 between eleven lesser known athletes and their charities. Fans have already voted to allocate nearly $11,000 dollars between two athletes.
Big brands clearly benefit significantly from advertising and creating sponsorships during the Olympics, but do the athletes benefit financially from the games? The answer might surprise you. Without big brands paying millions of dollars for sponsorships and exclusive rights, the Olympics might cease to exist. In order to protect these sponsors, athletes are not allowed to promote themselves, their brands, or their non-affiliated sponsors in any way during the weeks leading up to and the actual games themselves. Forget tweeting a picture of that energy bar you ate for breakfast if the company who made it isn’t an official sponsor. And don’t even dream of walking around Olympic Village with a Puma shirt on when Nike and Ralph Lauren have paid for the clothing rights. All of these strict rules make it easy for the brands sponsoring the games to overshadow the athletes.
American middle-distance runner Nick Symmonds is speaking up and challenging the highly restricted branding rules in place that seem to benefit everyone but the actual athletes in the games. Earlier this year Symmonds took to eBay to auction off a section of his skin on his deltoid, open to advertisers as an unconventional way for their twitter handle to be seen during the 2012 track and field season including the Olympics, which he did indeed qualify for. He had up to 85 different brands vying for the spot, but outdoor lifestyle agency Hanson Dodge snagged the space for $11,100. He has agreed to wear a temporary tattoo of the agency’s twitter handle on his arm, which is visible at all time except for when he is running in an actual race. Regardless, the company’s Facebook likes and Twitter followers have skyrocketed due to the stunt. Although other athletes haven’t taken such drastic measures, they have taken to Symmonds Facebook wall to support him as well as voice their own unhappiness with the restrictions.
Even though the 2012 Olympics are set to generate billions of dollars, most of the athletes competing in them are struggling to get by financially. More and more athletes are beginning to speak out against the limitations placed on athletes restricting them from wearing advertising or endorsements during the games which directly affects their individual earnings. The cost of training, coaching, and traveling for those hoping to qualify for an Olympic team is estimated to reach into six-figures yet many of these athletes earn well below that. For many, it is hard to secure a sponsorship and make a living off of their athletics alone. To make up for the difference, many athletes are forced to pick up part time jobs in order to sustain their dream. “I got tons of gear, but you can’t take a Nike shirt to the grocery store and buy food with it,” Says Ben Bruce, one of the United States top steeplechasers who was forced to go on food stamps after Nike refused to increase his pay.
All of this considered begs the question: who exactly is allowed to make money off of the Olympics? The games are a tradition centered on athletes and celebrating their amazing talents, but in recent years it seems they have turned into more of an opportunity to advertise. “This country runs on advertising. To rob athletes of the right to sell our advertising space?” asked Symmonds. The Olympics are no doubt a great opportunity for brands, but with more and more athletes rallying to express their unhappiness about the restrictions placed upon their ability to advertise it will be interesting to see if it is enough to inspire change in future Olympic Games.
Contributed by Nicole Juliano
Charlotte's Got a Lot
In 2008 when I moved to Charlotte, NC I had no idea I was taking up residence in the “next big thing” city. I was fresh-out of college and not sure what to expect out of my new city that I more or less randomly chose to move to. But I unknowingly stepped right into what I consider the early stages of Charlotte’s coming out party to the world, and now just four years later this city is about to be put on its biggest stage with the DNC coming to town in September. It’s 2012 
and it’s Charlotte’s year, so let’s take a look at how we got here and why.
In 2008 as our country was experiencing the economic downturn that we all know too much about, and Charlotte was certainly not immune to the economic crisis but that’s not what this post is about. But instead how in the face of what could have been a major blow to the city’s image how city leaders and organizations were able to take a city full of charm and potential and brand it into what is now one of the fastest growing regions in the country through city branding.
In an increasingly globalized world different countries, states, and cities are in more and more competition with each other to capture the attention of tourists and potential new residents, which is why city branding has taken off as an important endeavor for any region.
City branding refers to all the activities that are undergone with the purpose of turning a city from a location into a destination. Rather than being advertising based, city branding is a community wide effort that is focused on delivering an exceptional experience that is both memorable and emotional.
Charlotte is the 2nd largest financial city in the U.S. only behind NYC, and has long been seen simply as that, a financial center. But it is through the Charlotte’s city branding efforts that has reshaped the city’s image to be so much more. It’s hard to put into words exactly how much Charlotte has to offer the world but the city’s official travel resource, Charlotte’s Got A lot, puts it best when they say:
“Amidst a growing cityscape, this destination delivers cultural distractions and attractions, dining and nightlife for every persuasion, and a Southern ambiance all its own. Charlotte’s a city where Olympic-caliber adventurers rub elbows with culture mavens; a city that appeals to both NASCAR heroes and finance leaders; and a city where Northern newcomers exchange smiles on the street with Carolina natives. Visitors are sure to be just as captivated too. A new rip-roaring coaster at Carowinds, some of the best retail therapy this side of Manhattan, whitewater rafting at the U.S. National Whitewater Center, and so much more to engage, excite, and exhilarate show exactly why Charlotte’s got a lot.”
From the city’s organic and undeniable charm to the more deliberately manicured streets and eclectic offering of activities it’s no wonder that Charlotte was selected to host this year’s DNC, and has been branded as the “international gateway to the south.” It continues to steal away residents from the north year after year as it continues to leave a lasting impression on all who travel through it.
Charlotte’s got a lot. It was branded that way, but more importantly stays true to its word, and I can’t wait to see what’s in store for this city in the coming years.
Oprah's Last Show
As Tom Hanks said on an Oprah show earlier this season, the phrase “Did you see Oprah today?” is going to be removed from our vocabulary after today. Today marks the end of the 25 year run of The Oprah Show.
Let’s take a moment to relive some of our favorite moments. You get a car and you get a car. Tom Cruise jumping on the sofa. Johnnnnn Traaaaavollltaaaa. Oprah’s Book Club (who read A Million Little Pieces and loved it as much as I did?). Mattie and his poems. Oprah in Texas. Oprah and Tina. Dieting Oprah who made us all feel better about our struggles. The a-ha moments. Oprah’s hair through the years. The ugly cries, especially when Mary Tyler Moore surprised her.
In 25 years, it is not just the show that evolved but also her brand. The Oprah show initially was a little risqué and reminiscent of what became the Ricki Lake show. Slowly over the years, it evolved into a self-help, mentally stimulating, celebratory show. The Oprah brand launched the careers of personalities like Dr. Phil, Nate Berkus, Bob Greene and Dr. Oz. Her endorsement is the golden touch. Marketers strove for just one mention of their brand on the air to have sales explode.
Love her or hate her, you must recognize the impact she’s had on the world. Oprah is a big part of everyday culture (Did you see that on Oprah? Did you read that in her magazine? Did you watch OWN last night?). She used her brand to successfully launch both a magazine and a network at a time when many were struggling to stay afloat. She made topics once considered taboo easy to talk about with friends and family. She told great stories by asking provocative questions. She had the knack of presenting topics or guests in a way that helped people think about them a little differently.
As someone who has grown up watching Oprah, my life has been impacted in a few small ways. I didn’t sleep for a year after watching a show about ghosts when I was younger. I DVRed the Favorite Things episodes so that when I have a bad day I can see the crazy excitement in other people’s faces. I realized (at a young age) that my actions impact the world around me. I can choose for that impact to be positive or negative. And my favorite lesson, “No is a complete sentence.”
No one but Ms. Winfrey knows what her next move will be, but there are millions of people out there eagerly waiting for it. How do you think Brand Oprah will evolve?
Use the comments section to tell us your favorite memories from The Oprah Show.
AW Helping Hands: Birthday Blessing
Through AW Helping Hands, a company-wide volunteer initiative, Addison Whitney employees jump started the month of May by throwing a birthday party at the Salvation Army Center of Hope in uptown Charlotte . Bright Blessings is a non-profit that operates projects for thousands of homeless children across the Charlotte region. Its core program “Bless-A-Birthday,” is a monthly birthday party given at a homeless shelter to enliven the spirits, and celebrate the birthdays of the shelter's children.
Many Addison Whitney employees volunteered to attend the party at the Center of Hope, home for women and children. The team assembled goody bags and transformed the home into an energetic party scene. The party included tables for crafts & coloring, game spots, and of course, cupcakes! Volunteers and kids alike spent the evening enjoying their time together playing games, mini-bowling, competing for prizes, and to see who could walk away the most candy.
As the 50 children sang a rousing rendition of "Happy Birthday" to this month's guests of honor it was especially touching to see the grateful and happy smiles projected from every mother's face. Judging by the happy parents and chocolate covered faces of the children the party was a huge success! We at Addison Whitney are so glad we got to celebrate the May birthdays with the children, and look forward to the next opportunity to lend a helping hand to our community.
Contributed by: Emily Hassell
Alive After Five
Tonight marks the kick off of Charlotte's biggest summer happy hour – Alive After Five. This weekly celebration allows corporate America to roll out from their cubicles, crawl down their concrete towers, and indulge in post-office beverages, laughs and feel good music. Not particularly kid-friendly, unless you want 'you-have-a-baby-in-a-bar' stares, this outdoor festivity has increased in popularity over the past several years, especially among young adults.
During the month of April and to help celebrate its 10th anniversary, AA5 will warm up its concert series at Wachovia Plaza on Tryon Street. This is where the excitement began back in 2001 and has since grown massively in reputation and size. Beginning May 5, the party will relocate to its latest three-story home of the EpiCentre, a newly instated icon of Uptown, only a few blocks over on College Street. The party will remain at this self-proclaimed Mecca of social gathering for the remainder of the summer.
Though the drink specials are anything but 'special', the bands are anything but spectacular, and cash is king at this weekly event, it's a wonderful place to unwind with coworkers and friends. Also, if Thursday is the new Friday, it's good to note that the AA5 wrist band offers admission into any designated after party bar sans a cover charge.
If it rains? No worries, the EpiCentre location has instituted a new "When it Rains, We Pour" promotion by purchasing two large tents and promising discounted drink specials during inclement weather. (Wachovia Plaza better hope for a dry April.)
The festivities begin at 5pm tonight and host Liquid Pleasure, a North Carolina-based band versed with an upbeat R&B and Motown vibe that has proven to be an AA5 favorite.
For more information or a list of performances at both the Wachovia Plaza and the EpiCentre, please check out their website.
The AA5 season spans every Thursday afternoon at 5pm from April 7th to September 15th in Uptown.
Contributed by Keri Lynch
Insperity | Taking it to the streets
On March 3, 2011, the Administaff family gathered to celebrate 25 years of success and a new beginning as Insperity. Some members of the Addison Whitney-Insperity team were lucky enough to attend and witness this magical evening.
Picture this – Minute Maid Park home of the Houston Astros, deep in the heart of Texas, buzzing with the excitement of more than 3,000 people. As we all filed into seats along the third baseline, we were met with an incredible program. Hosted by new Insperity spokesman Jim Nantz, it featured a conversation with Steve Forbes and presentations by company leadership. Saying the presentation by Chairman and CEO Paul Sarvadi was inspiring and energizing just does not do it justice. He passionately talked about the company’s evolution over the past 25 years and his vision for the years to come. This new vision coupled with the new corporate identity was unveiled in 3D – yes, thousands of guests put on branded 3D glasses for the unveiling.
The night featured an amazing spread of food, dancing and festivities. As we headed out to left field to get our souvenir – an Insperity-branded box filled with mementos celebrating the company’s history – Michael McDonald took the stage to cap off the night.
Often times when our clients launch new brand strategies or corporate identities, we do not get to witness the excitement of the event. So being able to attend was very special for our team. Every detail of this event and the Sales Convention happening at the same time were so well thought-out and very impressive including the signs, stage lighting and the entire color palette – all of which changed overnight.
To borrow something we overheard employees saying that night: here’s to Insperity – cheers!
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