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Meet the Millennial Craft Beer Lovers - Does Shock Top Have a Chance?

By

Max

Our new Pitch Brief for Shock Top combines with an in-depth look into the minds (and refrigerators) of Millennial Craft Beer Lovers. The question is: Can the Anheuser-Busch brand win them over?

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Topics: Knowledge, Infographic, New Business Pitch

Meet the Female Runners: They're Going Places

By

Max

Female runners are a committed bunch. They’re the ones jogging on the roadside at 5am before work.
They’re on the trail every weekend. They don’t consider it a good day unless their running shoes have met the pavement.

They also have a surprising amount of buying power.

According to the 2013 National Runner Survey, “core runners,” or those who train year-round, tend to be highly educated (76% have a college degree, versus 30% of the average population), and affluent (73% reported a household income of mover than $75,000 – the average median income for households in the U.S. is around $52,000). Those statistics aren’t surprising when you consider the amount of discipline it takes to stick to an exercise routine.

But, then again, runners don’t consider what they do to be an exercise routine. It’s a lifestyle.

In our original research into the Female Runner demographic, we found that their lives revolve around healthy outdoor activities. And not just running. They also enjoy hiking, horseback riding and walking.

Of course they attend a number of running events, like The Color Run, Nike Women’s 15K and Run Disney, but they’re just as likely to be found in Pilates classes.

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Topics: Knowledge, Infographic, New Business Pitch

Meet the Tech Savvy Moms

By

Max

No robot servants to make the beds. No in-home push-button vending machines. No conveyor belt aided morning routines. In many ways, The Jetsons set us up for a lifetime of disappointment.

But Tech Savvy Moms are fighting back – with their Smartphones.

While we’re all waiting for Apple to develop a Rosie the Robot to do physical chores, Tech Savvy Moms are adopting home technologies that can be controlled via smartphone apps. They’re using smartphones to control everything from the locks on their front doors, to the thermostat, to monitoring their cookies baking in the oven via video. There’s even an app that will talk to your refrigerator to find out what foods you’re out of.

While men are typically the earliest adopters of new technology, on the home front, Tech Savvy Moms reign supreme. And they keep their kingdoms in order much the same way as Jane Jetson did – through the touch of the button.

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Topics: Knowledge, Infographic, New Business Pitch

Meet the Gamers: You’ve been PWND

By

Max

Millennials have the reputation as gaming grownups – adults who, taking a break from “adulting,” turn to computer games and video games, which were formerly provinces of children and guys living in their parents’ basements (who are also, likely, Millennials).

But we took a closer look into the Gamer demographic.

Did we find Millennials en masse?
Of course we did. The demographics line up like you might suspect: Mostly Caucasian males between the ages of 18-24, with the second highest age range between 25-34. But, there’s been a growing movement of female gamers who are gaining prominence – and it would be a costly mistake to ignore them in your marketing.

And these people have money to spend.
No kids, few expenses, and relatively high disposable incomes make the Gamer demographic a very deep pocket to pursue indeed.

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Topics: Knowledge, Infographic, New Business Pitch

Meet the Mobile Payers – They Pay the ‘Smart’ Way

By

Max



What can’t you do with a smart phone anymore? I can use mine to turn on every radio in my house (synchronized to my favorite Pandora station), control my thermostat, and even turn on outdoor lighting via wifi. These little pocket ‘puters never stop learning new tricks, and the latest is to take the place of your credit card.

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Topics: Knowledge, Infographic, New Business Pitch

Meet the Millennial Pet Lovers – Putting the Grrrr in Girly

By

Max

 
They say the way to a man’s heart is through his stomach. We haven’t looked into it (yet), but one thing we know for sure: The way to a woman’s heart is through her pet.

Meet the Millennial Pet Lovers – 85% of whom are female. You’ll most likely find her and her pooch eating an organic salad, listening to NPR or watching the latest BuzzFeed video.

But let’s paint a more detailed picture of this woman, because she’s pretty interesting.

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Topics: Knowledge, Infographic, New Business Pitch

Meet the Thoughtful Eater – Is the Chicken Local?

By

Max

 

They eschew Starbucks, buy local, own a juicer and know how to use it, and they don’t see what’s funny – at all – about this Portlandia sketch:

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Topics: Knowledge, Infographic, New Business Pitch

Meet the Millennial Social Drinkers (First Round’s On Them!)

By

Max

 

To be clear – this isn’t a deep-drive into young alcoholics. That’s an entirely different demographic, and one that really doesn’t need any booze-marketing efforts. The people we’re meeting today are a fun crowd. You’ll find them at the latest music festival, hanging out with friends at a craft brewery (or bringing craft brews to the campground) and waxing poetic about the burnt sugar aromatics of a hand-crafted bourbon.

Fine liquor lovers they may be – but they’re not snobs. They’re more than happy to share their passion
for great booze with anyone and everyone.

Quick definition: Social Drinkers are the most frequent consumers of alcohol, typically indulging in 5-7
cocktails per month.

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Topics: Knowledge, Infographic, New Business Pitch

Meet the Audiophiles: They’re cooler than the rest of us

By

Max

 

What do a troubled, yet brilliant Bass player, a Latin jazz guitarist, and a German band known for repetitive, robotic, all-electronic synthesizer tracks have in common?
A bass player, jazz guitarist and four red-shirt-wearing Germans walk into a bar…
No, they aren’t the start of a “walk into a bar” joke. These three musicians, Jaco Pastorius, Al Di Meola and Kraftwerk are the top musicians for a very special demographic: the Audiophile. 

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Topics: Knowledge, Infographic, New Business Pitch

Meet the Upcyclists: Turning trash into treasure

By

Max

 

“Waste not, want not,” as Grandmother used to say. And upcyclists – those who take their leftover wine bottles and use them to create attractive borders for their vegetable beds – are definitely following Grandma’s advice. Upcycling is reusing an object in a new way, without breaking down the original material (like recycling does). It’s environmentally friendly, thrifty, and increasingly trendy.

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Topics: Knowledge, Infographic, New Business Pitch

Meet the new demographic: The Lumbersexual

By

Max

 

Perhaps you too have spotted a ‘Lumbersexual’ out in the wild. I know I have. There he was, walking into Target, a mountain of a man, sporting a lush, yet groomed, beard that dipped from his chin to his clavicle. Bulging muscles stretched the red and white plaid of his thin flannel shirt, which made me wonder whether he spent eight-hour days in the gym, or actually was a lumberjack by trade. His tight, distressed skinny-jeans gave him away. No lumberjack of my acquaintance would sport such skin-tight duds.

Never heard of a “lumbersexual”? Or maybe you think this is just a new fashion trend brought on by those crazy hipsters. Whatever your familiarity – whether you live in their home turf of the Pacific Northwest, or observe from afar – we’ve got all the information you need to get inside the heads of this new, rugged incarnation of yesterday’s metrosexual.

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Topics: Knowledge, Infographic, New Business Pitch

7 Stats you didn't know about New Business Pitching

By

Fede

 

In Q4 2015 we ran an extensive research on how the new business pitching scene has changed in the past few year. Here is what we learned.

      1. The best Marketing and Advertising Agencies in US close on average 85% of the pitches they participated in 6 times more than the other Agencies

      2. The average Client-Agency Relationship has shrunk from 7.2 to 2.8 years while the average CMO tenure has doubled from 2 to 4 years

      3. A small to medium Agency with 50 to 100 employees on average pitched to 10 new accounts in 2015 alone  

      4. The real cost of participating in an RFP for an agency  is $15,000, accounting for an average 100-150h of work.

      5. The typical agency sales funnel records a churn rate of 8% between RFI and RFP and 52% between RFP and Final Pitch

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Topics: Knowledge, Webinar

American Hispanics Explained: A Different Approach to Food & Health

By

Max

 
Are Hispanic Millennials trying to adopt a healthier diet?
Similar to their non-Hispanic Millennial counterparts, Hispanic Millennials are trying to eat healthier. However they take a different approach to reach this goal: Whereas non-Hispanic Millennials tend to engage with Organic & Natural foods, Hispanic Millennials try to improve their diets by following blogs and websites featuring healthier recipes.

GENERAL CONCEPTS AND TRENDS 

Millennials across the U.S. are striving for a healthier way of life, no matter their ethnic or cultural background. A recent study by the Hispanic Millennials Project highlights the efforts to lose weight by adopting a diet plan and being more selective about eating healthy foods. Moreover, similarly to average U.S. Millennials, women are the ones leveraging nutrition in order to obtain a healthier lifestyle. In fact, About 7 in 10 Hispanic Millennials live in a household where a female knows the most about nutrition.

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Topics: Knowledge, Ebook

American Hispanics Explained: Is Online video an effective medium for Hispanic content?

By

Max

 
As the the time spent consuming traditional TV content declines for nearly every audience segment, online video is quickly becoming one of the most effective mediums for reaching younger viewers. Today, Millennials are the individuals consuming it the most; Males are consuming sports and entertainment videos while females are more sensible to influencers’ videos and funny short clips, with a particular preference for the ones involving pets.

GENERAL CONCEPTS AND TRENDS 
Online video has increasingly gained attention during the last several years and it has quickly become a precious medium for marketers. As of December 2013, the average American was consuming 278 online videos; just one year later the number went up to 317,  an increase of 12.3%. Numbers have continued to rise.

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Topics: Knowledge, Ebook

American Hispanics Explained: Can Hispanics drive beauty category sales?

By

Max

 Yes, Hispanics could drive sales in the beauty category. This fast growing minority show much interest on beauty, outperforming by popularity the non hispanic segments on both males and females.

GENERAL CONCEPTS AND TRENDS
As reported by a Nielsen Research, sales over beauty products declined across many categories including cosmetics and hair care. However, narrowing the analysis on Hispanics we surface an opposite, positive, trend making the Hispanic segment always more important to beauty brands.

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Topics: Knowledge, Ebook

American Millennials Explained: 3-Meals a Day (or snacking away)?

By

Max

 Three meals a day has been the established standard for North America ever since the first settlers arrived from Europe. But while the grandparents of Millennials may have admonished them against snacking between meals, the younger generation has a new attitude toward in-between bites. They’re snacking more than any other generation.

Which Millennials are snacking the most? Men snack more than other generations in both Steakhouse/Family and Fast Food restaurant categories. Millennial women in the older segment (35-34) also snack more frequently than previous generations.

GENERAL CONCEPTS AND TRENDS
Over the last 25 years, snacks have evolved from the classic “bag of chips” to more elaborate plates. Several studies, such as Mintel’s (“94% of Americans snack daily”), indicate the surge in snacking. This correlates with the increasing number of snack foods included in restaurants’ menus, which has grown by 170% in the last four years.Looking at the graphic taken from Google Trends on research about “snacks,” we can observe how the interest in eating in-between meals has increased during the last 10 years.

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Topics: Knowledge, Ebook

American Millennials Explained: Top Chef Edition

By

Max

 
Yes, but not like the generations before them. Gen Xers cook for fun every week, or at least every month. Millennials don’t spend quite as much time cooking for pleasure. But one segment of Millennials is in the kitchen, using ingredients that would challenge a Top Chef contestant. This segment is Millennial men.

GENERAL CONCEPTS AND TRENDS
How do Americans feel about cooking? Analyzing the opinions of people living in the US we can notice how the majority of people associate positive feelings with kitchen activities.

Let’s leave the Millennial generation aside for a moment and ask: What does having a “healthy lifestyle” means for the average American? If we look at the topics that are the most closely correlated with “healthy living” it seems like the average consumer associates health with physical exercise more than diet.

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Topics: Knowledge, Ebook

Do Millennials Strive for a Healthy Lifestyle? YES but only the older segment 25-34

By

Fede

Numerous studies, as well as anecdotal evidence, have shown that the concept of a “healthy lifestyle” changes with each generation. The Greatest Generation and their Baby Boomer offspring tend to associate health with vitamins and regular medical care. Millennials, on the other hand, have made a name for themselves by considering health to be an ongoing lifestyle, encompassing organic foods and regular exercise. Or, at least, that’s the story reported on most media sites.

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Topics: Knowledge, Ebook

The 4 Consumer Insights You Need to Connect Emotionally with Your Target

By

Lauren

We use real data every day to spark ideas that let us reach our audience better and deliver the kind of content they’ll love. But when you’re in a pitch meeting, you need more than an idea – you need to prove why your idea will reach your prospect’s target audience better than any other pitch they’ll hear from any other agency. To do that, you’ll not only require detailed insights into their target market, you’ll also need to make an emotional connection with your prospects in that meeting room.

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Topics: Knowledge, Ebook

The 3 Business Insights You Need to Establish Credibility with Your Prospect

By

Lauren

Research has shown that it takes a person one-tenth of a second to make a judgement (a fairly accurate one) of another person. It’s why first impressions are the most important, and also why the first few minutes of your pitch meeting are vital to whether you succeed or fail at winning new business.

When entering into a pitch meeting, the only way to succeed is to give your prospect every reason to not only trust you, but to have absolute faith that you hold the key to the solutions they seek - fast. You can only achieve that by establishing your credibility on no uncertain terms. But this is no confidence-scheme – there is no magic or charisma that can convince the CMO of a Fortune 500 company that your agency is the one for them. The kind of credibility you need to establish is the type that can only be achieved through carefully researched insights.

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Topics: Knowledge, Ebook

Pitch Brief: Church & Dwight

By

Max

OVERVIEW

After a relationship with WPP’s Maxus that has lasted for about 10 years, Church & Dwight Co., the leading U.S. producer of baking soda and the company behind ARM & HAMMER, Trojan, Nair and Oxi Clean, is reviewing its media agency business.

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Topics: Report, Customer Analysis, Market Analysis

Why Interest Beats Consumption Every Time for Marketing Insights into Conversion

By

Lauren

Consumption behaviors – what people buy, what people read, how frequently they perform these actions – are strong indicators of marketing that worked in the past. Maybe even the recent past. But if you’re using consumption statistics to measure interest in your product right now…you can do better. After all, the people who have bought already are no longer in the market. They’re not your prospects.

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Topics: Knowledge, Ebook

The 4 Step Formula to Connect with your Prospect and Win His Business Over

By

Fede

You know when a pitch is going well – you can feel it in the chemistry of the room. That unmistakable energy of a successful pitch meeting doesn’t happen through luck; there’s a science behind the spark. Professor of organizational behavior at the London Business School and former executive director of USC’s Leadership Institute, Jay Conger, says there are four distinct steps to getting people onboard with your plan.

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Topics: Knowledge, Ebook

5 Insights into Millennial Consumers That Will Make You Rethink your Strategies

By

Lauren

Millennials the second-most studied generation in the history of the world – second only to their parents, the Baby Boomers. And, thanks to their Booming parents, they’re also one of the largest generations in history, and right now they are entering their prime spending years in droves. The Millennial market is 80 million strong with annual purchasing power of more than $200 billion. This is the generation that will dictate how we buy and sell for the next several decades, and they come with a lengthy list of demands.

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Topics: Knowledge

Pitch Brief: Autotrader.com Content Work Project

By

Max

OVERVIEW

This month, online car marketplace AutoTrader, which has been working with MDC Partners’ Doner for more than 16 years, issued an RFP seeking a new creative agency. A spokesperson from AutoTrader told adweek.com that the company isn’t looking for an Agency Of Record but simply a partner for an upcoming campaign since the company is “constantly reevaluating partnerships for new perspectives and fresh thinking.” Do you have a new perspective? If so, we might be able to help you get a fresh take on AutoTrader - through its customer data.

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Topics: Report, Customer Analysis, Market Analysis

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