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B2B? B2C? Both terms need to be retired.

Jun 4, 2016

playing_shuffleboard

We’ve all heard more than enough about the consumerization of B2B.

John Becher from SAP said it best when he was encouraging his team to get to know their business customers as individuals and he reminded them that, “Big glass buildings do not buy products. People do.”

It’s a great thought. Yet, consumer brands have arguably taken more cues from business advertising than the other way around. And it’s time for both terms to retire to Florida and play shuffleboard full time.

Afterall, there is no distinction between a person “at work” and a person “at home.” They’re always “at both.” We can’t mange to put our phones down at the dinner table. Or stay off Instagram at the conference room table. Our social feeds are full of work-people looking at pictures of our kids. And our work world is forever co-mingling with our personal world.

But the purchase process is the same no matter how long the purchase funnel is.

People need awareness. People want brand value. People read information and content about a category and products. People consult friends and colleagues. And ultimately, people make emotional decisions based on rational input because that’s the way people are.

Humans are just an emotional bundle of baggage no matter their physical location. They’re distracted and insecure and in need of praise and the feeling that they made the right decision whether their boss is judging them or their spouse is judging them.

SAP, IBM, GE and HP have done some of the world’s best advertising. Is it business to business?

Apple, Nike, AT&T and VW have done some of the world’s best advertising. Is consumer advertising?

Marty Homlish, EVP and chief customer experience officer at HP sums it all up this way: In today’s networked world, terms like B2B and B2C are no longer relevant—it is all about B2C. Whether you are a CEO or a CPA, you can be a consumer anywhere and at anytime. You can window shop, read and write reviews, bargain hunt, or bespoke until you drop. And when you go back to being a CEO or CPA, you want the same always-on, simple experience in your “B2B” world since there is no longer a distinction between what hat you are wearing.”

 

The Oakland A’s star for BART.

May 13, 2016

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Besides being good baseball players, the Oakland A’s are pretty good actors too. A’s pitcher Sean Doolittle and pitching coach Curt Young star in a new spot that has the pitching coach hanging around a BART station with a radar gun clocking the train’s speed. While Sean Doolittle wonders, exactly, what the heck is wrong with Curt?

Both the guys are great on camera and with just 2 hours to shoot the entire thing, they had to take direction really well And they did.

Big thanks to Lou Weinert our DP, Tom Ruge AD and our own Christine Hurty who produced the venture.

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The campaign also includes a new outdoor component that uses BART’s iconic station maps, designed originally in 1956. We used the map artwork, but changed the station names to read as headlines to remind commuters about all they could do on the BART line after work hours.

One reminds people that, “Between work and home there are 5 concert venues to help you forget about work.” While another stays with the A’s theme and asks, “Who wants to work when you could heckle the Yankees?”

The Detour on TBS

Apr 11, 2016

The Detour Social

The Detour on TBS just started and it’s pretty messed up. Written by the husband and wife, comedy superteam Jason Jones and Samantha Bee, the show is about a family road trip gone way, way bad. We worked with TBS to create launch materials, but honestly, the biggest challenge was how do you advertise a show that has strip clubs, menstruation, cocaine and trucker pee in the first episode alone? You animate it! Working with our friends at Oddfellows and Tonefarmer, we had in-depth conversations about proper bong technique, the sound a ball makes when it hits someone in the nuts and how much vomit is too much. Promos just started running last week and have over 1.6 million views in just the first week. This is our fourth project for TBS and we can’t thank the folks in Atlanta and LA enough. Check out some of the work here, but really, watch the show. Just not with the kids.

Blown Away with Benefit

Apr 7, 2016

Benefit Hoola Poster Post

Benefit doesn’t behave like any other cosmetics brand in the world. Their belief that, “Laughter is the best cosmetic” runs counter to the way all their competitors behave. We love their attitude, so it was great to collaborate on two of their brands; Dandelion and Hoola. The campaigns were not only fun to create but the finished results were true to Benefit form – product truth, rendered with high-style and arresting visuals.

We partnered with photographers Zachary Scott on Dandelion and Bonnie Holland on Hoola to bring the ideas to life. And, after searching for perfect dandelions and some rigorous elf styling, both campaigns are up and running. Look for them wherever Benefit products are sold.

Thanks to everyone at Benefit, Zack and Bonnie for making all this happen.

25 Hours of Angie Tribeca

Jan 31, 2016


binge box filter

TBS launched Angie Tribeca in a way no other network show has ever been launched. They played the entire first season in a 25-hour commercial-free marathon viewing. And while binging full seasons is standard behavior for streaming services, it’s not for networks.

Angie Tribeca stars Rashida Jones and was created by Nancy and Steve Carell. We loved the idea of committing so heavily to a launch that you basically cancel everything else on your network. So to help promote the show, we developed the Angie Tribeca Binge Box.

Binge Boxes were sent to critics, influencers, bloggers and other TV big shots.

They were filled with everything a person needs to sit on their ass for 25 hours watching TV: adult diapers, hand sanitizer, pizza delivery coupons, sugar, coffee mugs and the all important customized Angie Tribeca Snuggie knock-off.

We’ve been working with TBS on a number of projects and this one, like all of them, was a blast. Check out the entire first season of Angie Tribeca at TBS.com

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Division of Labor is an advertising agency that crafts strategies and ideas that make brands matter.

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