View Talkinar invite and register: http://bit.ly/xWspab
MINNEAPOLIS – Minneapolis agency Campbell Mithun will host a live-streamed online conversation about the new Sharing Economy trend and its implications for marketers. The interactive Talkinar event includes a panel of experts from organizations currently tapping this “collaborative consumption” movement as well as agency leaders who will release results of Campbell Mithun’s just-completed quantitative Sharing Economy consumer survey. The agency partnered with Carbonview Research to conduct the national study.
Guests will watch the conversation via live-streamed video and can participate via online chat or #talkinar on Twitter.
| Topic: | The Sharing Economy: Are Marketers Missing Out? |
| Date: | Wednesday, February 8, 2012 |
| Time: | 1-2 pm (CST) |
| View invitation / register: http://bit.ly/xWspab | |
| To participate: On event day simply visit www.cmithun.com/talkinar | |
“What better way to learn about the Sharing Economy than to share in an interactive discussion with people representing all sides of this movement?” said Campbell Mithun president Rachael Marret. “Marketers have for the most part observed this trend from the sidelines; it’s time to understand it and identify implications for our clients and our industry.”
Panel of Experts
The following discussion hosts will provide from-the-trenches points of view and respond to questions and comments from online Talkinar participants:
| • | Lee Aase, director of Mayo Clinic’s Center for Social Media: Lee will address how sharing information on a business-to-business platform supports Mayo Clinic's brand objectives. |
| • | Ellen Apel, marketing manager, NiceRide MN: Ellen will offer the viewpoint of an organization powered by consumer sharing. |
| • | Micki Krimmel, founder and CEO, NeighborGoods: Micki will participate remotely in the live chat, sharing an expert POV about the consumer-sharing reality. |
| • | Lynn Franz, director of strategic planning, Campbell Mithun: Lynn will present new proprietary consumer research on the Sharing Economy and reveal insights important to marketers. |
| • | Rachael Marret, president and director of integrated client services, Campbell Mithun: Rachael will guide the discussion and weigh in with the marketer's perspective. |
In addition, the conversation will include video comments from Vijay Iyer, vice president of corporate communications at OnStar (sponsor of RelayRides) and Kyle Coolbroth, founder of CoCo (co-working and collaborating space).
About the Talkinar Series
Campbell Mithun developed its live-streamed Talkinar series to host open and interactive conversations about current issues in the advertising and media industries. Featuring live-streaming video content, live polls, and both chat and #Talkinar streams for audience participation, the events take place at www.cmithun.com/talkinar. The agency has tackled Talkinar topics including: “Media Myth Busters,” “Web 3.0: Empathetic Brands” and “How to tell your brand story in a 140-character world.” Campbell Mithun will host three Talkinar conversations in 2012 (February, June and October).
MINNEAPOLIS – Campbell Mithun announced the promotion of Erick Jensen to associate director of media strategy in its Compass Point Media unit. In his new role Jensen will share leadership duties on the SuperValu account with Melanie Skoglund, director of media strategy and investments. Jensen most recently has served clients including Airborne, Children’s Hospital of Philadelphia, KeyBank and The Mayo Clinic.
“Erick is a valued asset to the agency, and I expect his contributions to this account to be immediate,” said Skoglund. “He’s a smart, strategic and detail-oriented media professional who takes on any client’s business challenge with dedication to finding the right media solution.”
When asked what fuels his career passion, Jensen said: “In 16 years of working in this business, I have never had the same day twice. Since I jumped on this rollercoaster, few industries have changed as much or as fast as media, which is very exciting.”
Jensen has deep media knowledge from 15 years’ experience serving clients across categories. He joined Compass Point Media in 2007, but also spent time at both Martin/Williams and Haworth Marketing and Media. He earned a degree in journalism mass communication from Iowa State University, with an advertising emphasis and sociology minor.
The “13 Tweets and 13 Causes” process: job seekers apply via 13 tweets while 13 United Way agency partners vie by social-media vote to be selected as the Lucky 13 pro bono project
MINNEAPOLIS -- Advertising agency Campbell Mithun will hire its 2012 Lucky 13 interns based on a job application of 13 tweets, while 13 non-profit Greater Twin Cities United Way agency partners compete via social-media vote to become the pro bono summer project tackled by the interns. The 13-days of tweeting and voting will be documented in real time on the agency’s Lucky 13 website and will take place February 13 – 25, 2012. A website app will allow applicants to register and track their tweeting progress; data visualization will present the tweeting / voting in real time to the public and help applicants compare their activity to others.
“The 13-tweet application gives our Lucky 13 applicants creative license within a digital forum to introduce themselves as they wish,” said Debbie Fischer, director of human resources at Campbell Mithun. “We’re very excited to partner with the Greater Twin Cities United Way to provide our interns with a summer Case Study project that makes a real difference in our community.”
“Hiring interns using social media is innovation at its best and a win-win for United Way, our agency partners and Campbell Mithun. We are appreciative that Campbell Mithun is leveraging the breadth and depth of United Way agency relationships,” says United Way marketing vice president Kathy Hollenhorst. She continues, “The projects introduce the Lucky 13 program interns to the creative and nonprofit worlds while at the same time benefitting the winning nonprofit agency. We can’t think of any other entity that is using this unique approach with social media.”
The “13 Tweets” Twitter application process
Applicants have thirteen 140-character tweets to introduce themselves to Campbell Mithun. Phases include:
| 1. | January 13, 2012: Registration opens on www.lucky13internship.com. Eligibility: Applicants MUST be a college student with a graduation date between fall 2011 and summer 2013. | |||||||||||||||
| 2. | February 13-25, 2012: Candidates submit application in the form of 13 tweets. Each tweet must include both the primary #L13 hashtag and a secondary hashtag to indicate their discipline of interest: | |||||||||||||||
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| 3. | March / early April: finalists will be interviewed; internship offers will be made. | |||||||||||||||
The “Lucky 13 Causes” and social-media vote
Thirteen non-profit agencies, all funded by Greater Twin Cities United Way, will participate in the social-media vote. Visitors to the Lucky 13 website will be able to vote for a Lucky 13 Cause via a Facebook “Like” button. Voters will only be allowed one vote per cause (they could vote for more than one Lucky 13 Cause, but that will dilute the power of their vote).
Below is the list of participating non-profit agencies, and the specific marketing challenge they’d have Campbell Mithun and the Lucky 13 interns address if they were elected to be the 2012 Lucky 13 Case Study:
| 1. | Arc’s Value Village Thrift Stores: Launch new Village Rewards customer-loyalty program |
| 2. | Cornerstone Advocacy Service: Use social media to reach target audiences |
| 3. | DARTS: Capitalize on e-philanthropy efforts and engage with volunteers |
| 4. | Domestic Abuse Project: Build awareness and spark conversation about domestic abuse |
| 5. | Emergency Foodshelf Network: Increase digital engagement and use of “text 2 give” |
| 6. | Genesis II for Families: Implement rebranding effort and reach specific target audience |
| 7. | Immigrant Law Center of MN: Refresh the brand and update communications materials |
| 8. | Keystone Community Services: Launch public-awareness campaign via engagement strategies |
| 9. | Lee Carlson Center for Mental Health and Well-Being: Bring social-media push to fundraising |
| 10. | Minneapolis Public Schools: Spread the word about community support opportunities |
| 11. | Pillsbury United Communities: Increase digital engagement with key audiences |
| 12. | Twin Cities RISE!: Build awareness of how having meaningful work can change lives |
| 13. | Volunteers of America: Communicate new mission/vision to Minnesota audiences |
About Campbell Mithun’s Lucky 13 Internship
Campbell Lucky 13 Internship is a 10-week paid summer internship for students who have just completed their junior or senior year of college.Each intern becomes a member of a specific agency department, yet the interns also share and learn from each other.
Some believe that 13 is an unlucky number. But as Ray Mithun, co-founder of Campbell Mithun, once said, “If thirteen is unlucky for some people, it must be lucky for someone else.” The Lucky 13 internship program seeks those individuals who can be someone else -- those who have the courage to go against the grain and to believe in original ideas and creative solutions. The interns do real work for real clients, alongside real professionals, earning a real chance to start their careers as full-time members of the advertising community.
About Greater Twin Cities United Way
Greater Twin Cities United Way addresses our community’s most critical issues by focusing on three key areas: Basic Needs, Education and Health. The organization attacks poverty on multiple, interconnected fronts to achieve lasting change – through 10 measurable goals – by collaborating with business, government and nonprofit organizations to create solutions and carry out our call to action to LIVE UNITED by encouraging everyone to Give. Advocate. Volunteer. United Way serves people living in or near poverty in nine counties: Anoka, Carver, Chisago, Dakota, Hennepin, Isanti, Ramsey, Scott and western Washington. Join the movement. LIVE UNITED. For more information visit www.unitedwaytwincities.org or call (612) 340-7400.
About Campbell Mithun
Since its formation in 1933, Campbell Mithun has a history of philanthropy inspired by founder Ray Mithun, who served on many boards, set up minority scholarships at the U of MN, endowed a Chair of Advertising there and is quoted as saying: “There is no lasting success, happiness or reward unless a man is truly useful – useful to his family, to his business and to his community.” The agency develops annual pro bono work for the Greater Twin Cities United Way, and CEO Steve Wehrenberg serves on its board of directors. For 78 years, Campbell Mithun has thrived, guided by Ray Mithun’s founding philosophy: make “Everything Talk” for client brands. www.cmithun.com
Computer-generated blizzard makes for a much easier “snow shoot”
MINNEAPOLIS – Winter suddenly storms into Campbell Mithun’s idyllic “Snow Globe” spot with a shake, shake, shake – and is quickly put in its place by a Toro snowblower. The spot conveys how universally victimizing a blizzard can feel and, for those with a suitable snow machine (Toro brand, of course), the joy of restoring control. It all happens in just 30 seconds and without the use of one real flake of snow.
“Our daily routines get upset when we get blasted with a snowstorm – look at last year,” said Reid Holmes, executive creative director for Campbell Mithun. “So in a lighthearted way, we wanted to remind people to be prepared, a Toro will make light work of the inevitable snowstorm.”
Typically, snow sets must be heavily dressed or require a large investment to move a crew and product to snowy locales – and a budget must plan for unpredictable weather and snow conditions. Other than the product shot done on site at Toro’s in-house studio, all creative and snow production in “Snow Globe” were developed with computer-generated imagery. Campbell Mithun partnered with Gravity for the CGI work.
“Not only is the snow globe an effective creative approach,” said Rob Little, director of marketing for Toro’s Residential and Landscape Contractor Businesses, “but it solved a huge logistical challenge for us: how to control the costs of filming a snow-throwing spot, which actually is very technical and, not surprisingly, subject to weather factors beyond our control.”
Instead of demonstrating an actual snowblower throwing snow, the spot presents the product’s power with the sound of the “snow plume” hitting the globe’s interior glass (yes, we’re talking about a snowblower inside a snow globe). The sound works in contrast to the initial calm, music-box-like sound treatment that opens the spot.
“Snow Globe” will run through mid December in major markets located in the nation’s heaviest “snow belt.”
Agency Credits
Chief Creative Officer: Heath Rudduck
Executive Creative Director: Reid Holmes
CD/Copywriter: Joe Stefanson
CD/Art Director: Randy Gerda
VP/Director of Integrated Production: Kathy DiToro
Producers: Bill Smallacombe
CGI Partner: Gravity
CEO/Chief Creative Officer: Zviah Eldar
Director/Head of CG: Yuval Levy
Head of Production: Karen Bianca Bisignano
Producer: Russ Dube
Production Coordinator: Kelly Benenati
VFX Editor: Marc Steinberg
CMO/Executive Producer: Bob Samuel
About Toro
The Toro Company is a leading worldwide provider of turf and landscape maintenance equipment, and precision irrigation systems. With sales of nearly $1.7 billion in fiscal 2010, Toro's global presence extends to more than 80 countries through its reputation of world-class service, innovation and turf expertise. Since 1914, the company has built a tradition of excellence around a number of strong brands to help customers care for golf courses, sports fields, public green spaces, commercial and residential properties, and agricultural fields. More information is available at www.toro.com.
Agency builds substantial health practice with recent account wins
MINNEAPOLIS – After a competitive pitch involving nine agencies, Campbell Mithun has won the opportunity to develop brand strategy and cross-platform integrated creative for Wellmark, a health insurance company serving more than 2 million members in Iowa and South Dakota. The win adds an insurance client to the agency’s deep health-related client roster.
“Wellmark’s brand strategy and creative needs fall right in our sweet spot,” said Rachael Marret, president of Campbell Mithun. “And with the increasing disruption of communications conventions in the category, there are huge opportunities for a brand to differentiate itself. We’re honored to lead them forward.”
“With all the change we have experienced and still expect in our industry, it’s more important than ever to be certain our brand communications align with our identity and mission,” said George Hanna, executive vice president of sales and marketing at Wellmark. “We’re looking forward to working with Campbell Mithun to assist us as we guide our members and communities through this shifting landscape.”
Campbell Mithun’s roster of health-industry clients includes Airborne, Children’s Hospital of Philadelphia, The Mayo Clinic, Scott and White Memorial Hospital, and Sonovion brands (Xopenex, Lunesta). Former clients include Easter Seals, Eli Lilly, Kimberly-Clark, Novartis, Pfizer and UnitedHealth Group, among others.
Announcement of the Wellmark win comes on the heels of Campbell Mithun announcing its selection as AOR by KeyBank.
About Wellmark
Wellmark, Inc. (www.wellmark.com) does business as Wellmark Blue Cross and Blue Shield of Iowa. Wellmark and its subsidiaries and affiliated companies, including Wellmark Blue Cross and Blue Shield of South Dakota and Wellmark Health Plan of Iowa, Inc., insure or pay health benefit claims for more than 2 million members in Iowa and South Dakota. Wellmark Blue Cross and Blue Shield of Iowa, Wellmark Blue Cross and Blue Shield of South Dakota, and Wellmark Health Plan of Iowa, Inc. are independent licensees of the Blue Cross and Blue Shield Association.
Integrated marketing communications approach closes the deal for the KeyBank client
MINNEAPOLIS – Campbell Mithun has been named the new agency of record by Cleveland-based KeyBank to perform brand-planning, creative and media-planning duties in markets nationwide. Creative deliverables will include TV, print, digital, web, local-market events, brand collateral and direct mail.
“This assignment aligns squarely with our strengths,” said Campbell Mithun CEO Steve Wehrenberg. “We know the category, we have the brand- and media-planning depth to develop the right messaging and delivery channels for Key, and their ‘people first’ platform automatically prioritizes an engagement-based communications model.”
“We’re thrilled to partner with Campbell Mithun to bring our client relationship strategy to life in new and different ways,” said Karen Haefling, chief marketing and communications officer of KeyCorp. “Client relationships are at the core of our brand essence, and we see an opportunity to differentiate ourselves at a time when consumers are looking for greater value from their banking relationship.”
Campbell Mithun has deep expertise in the financial-services category, having served clients including H&R Block, The Hartford, and National City Bank, among others.
The KeyBank win affirms Campbell Mithun’s aggressive investment over recent years in digital talent and innovation, including the January 2011 hiring of chief creative officer Heath Rudduck and an August 2010 merger that brought Rachael Marret to the helm as president. Those investments have contributed to strong business momentum: the agency is on pace to realize a 67 percent increase in digital-media billings and has outpaced overall annual growth plans by more than 20 percent.
About KeyBank
KeyBank is a brand of Cleveland-based KeyCorp (NYSE: KEY), one of the nation's largest bank-based financial services companies, with assets of approximately $89 billion. Key companies provide investment management, retail and commercial banking, consumer finance, and investment banking products and services to individuals and companies throughout the United States and, for certain businesses, internationally. For more information, visit https://www.key.com/. KeyBank is Member FDIC.
Giles Martin comments about the role of analytics in this 80-second audio clip.
MINNEAPOLIS – Campbell Mithun has named Giles Martin director of analytics and marketing accountability. Martin joined the agency on October 17 and will lead its deeper infusion of data analysis and marketing ROI throughout its integrated communications and media offering. He will report to Dick Hurrelbrink, president of Campbell Mithun’s Compass Point Media unit.
“The explosion of data for measuring the performance of our clients’ marketing communications has brought the role of analytics to the forefront,” said Hurrelbrink. “Giles will now lead our internal capability focused on harnessing all that information in ways that deepen our ability to optimize performance and predict outcomes in increasingly relevant ways.”
“I was inspired by my meetings with the agency’s leadership team,” said Martin. “With their commitment to a truly integrated model of digital, creative and media planning, the decision to bring deeper analytics into the mix has enormous potential for clients.” Click here for an audio clip of Giles Martin commenting further on the role of analytics.
Martin worked most recently at Ocean Media Inc (Los Angeles), building the data analytics capabilities for all clients and providing account leadership on eHarmony.com. He began his agency career in the UK at agencies including Carat and M&C Saatchi. He earned degrees from Oxford University in philosophy and modern languages.
“Data proliferation will not abate,” continued Martin. "Our job is to figure out the true strategic KPIs, track them, and turn them into actionable insight. The data that’s out there can create a holistic, real-time view of consumer behavior or refine our understanding of what channels or executions are working best. All this will create a closed loop of smarter marketing for agency clients."
Strong Digital and Business Momentum
Giles’ appointment continues Campbell Mithun’s aggressive investment over recent years in digital talent and innovation, including the January 2011 hiring of chief creative officer Heath Rudduck and an August 2010 merger that brought Rachael Marret to the helm as president. Those investments have contributed to strong business momentum: the agency is on pace to realize a 67 percent increase in digital-media billings and has outpaced overall annual growth plans by more than 20 percent.
“Giles is an important addition to our leadership team,” continued Hurrelbrink. “We’ve been capturing and using online and offline data strategically for a long time, but the time has come to elevate and operationalize the strategic impact of metrics gathered through all phases of the marketing and communications process.”
Three Campbell Mithun employees shaved their heads at 2 pm today as part of the ad agency’s kick-off week of events supporting United Way’s 2011 Every ONE Counts campaign:
Ben Bundul promised to shave his head with $100 in donations (he raised $200)
Amy Parsons promised to shave her long hair with $500 in donations (raised $700)
Steve Parsons promised his wife Amy he’d join her if she raised the money
(The 10-year old daughter of another employee knitted a hat for Amy over the weekend.)
Stylists at Allen Ray Salon donated their time for the head shavings (and a full day of haircuts) to benefit Greater Twin Cities United Way.
Monday, October 10 kicked off a week of Campbell Mithun activity to raise support and awareness for United Way. Beyond the head-shaving and haircuts, activities included: Penny Wars, children’s book drive, bake sale, silent auction, intercom/IM bingo, foosball/beanbag-toss tourneys and (of course) open-enrollment in the payroll deduction program.
Not only is Campbell Mithun part of the strong corporate community supporting United Way, but the agency contributed pro bono work for the seventh consecutive year in support of the fall campaign.
Pro bono campaign shows that even small donations make a difference
MINNEAPOLIS – Campbell Mithun has donated an integrated campaign to support Greater Twin Cities United Way’s annual campaign which has the theme “Every ONE Counts.” The work shows the power of ONE – one dollar, one donor, one donation – to make a one-by-one difference for real people in need. The work marks the seventh campaign donated by Campbell Mithun in support of United Way.
“Times may be tough, but people still like to help and may not know that even small donations can have a big effect,” said Reid Holmes, executive creative director at Campbell Mithun. “The message here quantifies that a weekly latte can become family meals; a weekly pizza can turn into books; one less round of golf per week can actually get children to the doctor.”
A digital video supports the workplace campaign and joins the following program assets to spread the “Every ONE Counts” message:
Media placements were secured by Haworth Media and were allocated across online (60%), out-of-home (30%) and radio (10%) channels. The work runs into the beginning of November.
Ernst and Young managing partner and 2011 United Way campaign chair John Wilgers says monies raised in the annual campaign will be used to address the most pressing needs in the Twin Cities nine-county region served by United Way. In 2010, the campaign raised $87 million.
Agency Credits
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• Chief Creative Officer: Heath Rudduck |
• Animator / designer: Manny Bernardez |
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• Executive Creative Director: Reid Holmes |
• Producer: Miriam Epstein |
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• Art Directors: Wendy Hansen, Mark Manalaysay |
• Audio Engineer / Composer: Todd Syring |
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• Copywriters: Bryan DeYoung, Vince Koci |
• Tracey Mercil – Project Manager |
About Campbell Mithun
Since its formation in 1933, Campbell Mithun has a history of philanthropy inspired by founder Ray Mithun, who served on many community boards, set up minority scholarships at the U of MN, endowed a Chair of Advertising there and is quoted as saying: “There is no lasting success, happiness or reward unless a man is truly useful – useful to his family, to his business and to his community.” Current agency CEO Steve Wehrenberg teaches at the U of MN and sits on Greater Twin Cities United Way’s board of directors. Websites: www.cmithun.com; www.compasspoint-media.com; www.brandoptix.com
MINNEAPOLIS – Campbell Mithun has tapped 11-year veteran Lynn Franz to lead planning for the agency, naming her senior vice president, director of strategic planning. Franz joined Campbell Mithun in 2001 and established herself as a driver both of processes and technologies that pinpoint consumer insights to drive brand strategy.
“Lynn has been one of our strongest strategic leaders, instrumental in several recent new business wins, such as Frontier Communications and Mayo, and in guiding work for key clients like Syngenta, Frontier and Toro.” said Steve Wehrenberg, CEO of Campbell Mithun. “Not only is she a great partner and contributor to communications-planning process, she’s also a passionate advocate for our creative work.”
To fuel the agency’s Everything Talks communications philosophy, Franz grounds the strategic-planning process in deep listening to both consumers and brands. She pioneered the agency’s use of tools such as Semiotics to identify inherent yet subtle brand truths, uses online message testing and social-listening tools to tap real-time consumer sentiment, and also leverages resources such as Iconoculture and Brand Index to quantify insights.
“No one is better at taking data and turning it into the kind of motivating insight that drives creative imagination and communication effectiveness,” continued Wehrenberg. “Like only the best of brand planners, Lynn can access her right brain and left brain at will to find motivating, persuasive insights.”
Franz earned the national Jay Chiat Planning Award for her work on H&R Block in 2008. Prior to joining Campbell Mithun, she served as director of market research at Warner Bros.; she holds English Literature and graduate MBA degrees. Franz fills the vacancy left by former planning director Lance Saunders, who departed in October 2010 to become managing director of DDB Canada’s office in Vancouver.
