December 5, 2022

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Coronavirus

AdChat Interviews / Editor's Spotlight / Production

Editorial Spotlight | Shot Socks, For the Man Who Drinks and Wears Socks

AdChat DFW Posted On August 4, 2021

For many years, Dallas-based Hurst Digital has had numerous public-facing clients such as The Texas Rangers, The Mavericks, Studio Movie Grill, Chuck E Cheese and more. But when the pandemic hit, those clients went completely dark. Not good news for Joshua Hurst, the company’s Owner and Digital Director.

Being an inventive entrepreneur, he resurfaced an idea he had when he’d put shot bottles in his socks at a ballgame. After researching trademark and copyright issues, he discovered a clear path to bring the product, Shot Socks, to market. As with all new products, he faced other hurdles such as product manufacturing, marketing and fulfillment.

Watch this fun interview to learn how during the pandemic, he not only produced, marketed and shipped this fun and utilitarian product, but was so overwhelmed with orders, was forced to go retail. Landing national deals with major liquor stores was just the beginning.

Watch spots…

459 Views

Marketing

Match.com Releases Hysterical Ad with Satan Dating the Year 2020 + Follow up Spot | More Ryan Reynold’s Creations

AdChat DFW Posted On December 4, 2020

Dallas-based Match.com released a new ad created by Ryan Reynolds’ content studio Maximum Effort, that personifies the year 2020 and pairs her with a “Match Made in Hell,” Satan. No matter how Satan angles his online dating profile, who on earth could measure up to “match” his wickedness. Apparently the year 2020 could.

It’s a love story that borrows a scene from “When Harry Met Sally” under a Central Park bridge, where the Satan and 2020 discover that they are both from the same place, hell. Their dates take advantage of all the freedoms Coronavirus took away from the world: empty cinemas, an abandoned gym and football field, 2020 trying to drag Satan into a church and having fun stealing toilet paper, all with Taylor Swift’s “Love Story” playing in the background. The singer let Reynolds use a new version of the song as she rerecords her masters. At the end of the spot, they muse they don’t want the year to end as they watch meteors head to earth. The closing tagline “Make 2020 Your Year” explodes the numbers 2020 to reveal the year 2021.

And for the follow up…

1.4K Views

Advertising / Coronavirus

The Evolution of Influencers During a Pandemic | Moroch’s Macey Reed Weighs In

Patty H Posted On September 8, 2020

written by
Macey Reed
Communications Coordinator, PR, Moroch

The outbreak of the coronavirus has changed the landscape of industries everywhere and has led to brands altering their 2020 marketing plans. If you’re looking for a brighter side of the pandemic, there is a marketing strategy that has steadily become stronger during these uncertain times. Influencers. If you’re not using influencers, you may be missing a huge opportunity to engage your audiences.

Facebook reported that they have seen 70% more time spent across their apps. Instagram and Facebook Live views doubled in a week and global TikTok downloads have reached over 2 billion.

Influencers have been used as a method to affect the purchasing decision of others because of their authenticity, knowledge, niche focus, and strong relationship with their audience. During this time because people are isolated and restricted to their homes, there has been an increase in data usage and users on social media. Facebook reported that they have seen 70% more time spent across their apps (source). Instagram and Facebook Live views doubled in a week and global TikTok downloads have reached over 2 billion. People are not only wanting to stay up to date on the news, but re looking for ways to be entertained. This gives brands the perfect opportunity to partner with influencers to build organic relationships with consumers and drive conversations around their product in fun and entertaining ways.

There are a few trends from recent influencer campaigns where brands chose to capitalize on the opportunity to connect with consumers and provide value amidst everything going on. However, a few steps were taken to ensure the message was on-brand and relevant to their audience.

To have a successful influencer campaign during a pandemic, it starts with the right content and message. Brands are adapting to the current reality and altering initial plans and messaging. Users want to see relevant content, that is authentic, and provides value.

The Moroch team recently activated influencers for clients in the food industry to highlight the family meal options and curbside pick-up at their restaurant. For retail clients the influencer campaigns included sharing how the products can benefit consumers at-home style or sharing virtual shopping experience options for consumers. Both campaigns saw higher engagement with the branded content and drove traffic to the Website impacting total purchases and return on investment.

With brands cutting back on ad spend, influencer campaigns that followed correct guidelines are keeping brands top of mind for consumers. Many campaigns have seen great results as there is a surge of impressions and engagement for influencer content. According to Ad News, “36% of influencers are seeing a significant increase in impressions and engagement within their Instagram audiences.”

Users are looking for guidance and people to trust in a time of crisis. Influencers are that trusted source on social media, and can serve as a trusted source for your brand as well We are all adapting to new strategies and solutions, but let’s continue to think creatively and purposely to provide data-driven results to our clients. If you haven’t explored including influencer campaigns in your marketing mix, now the time to do so.

448 Views

Advertising

The Evolution of Influencers During a Pandemic | Moroch’s Macey Reed Weighs In

Moroch Posted On September 8, 2020

written by
Macey Reed
Communications Coordinator, PR, Moroch

Facebook reported that they have seen 70% more time spent across their apps. Instagram and Facebook Live views doubled in a week and global TikTok downloads have reached over 2 billion.

481 Views

Production

SC Pictures Demonstrates How to Shoot During COVID | Adds Jodi James as New Rep

Stewart Cohen Posted On August 18, 2020

SC Pictures killed two birds with one stone while recently shooting a spot for their SDG&E client. Since they were following the Texas Film Commission guidelines anyway, they decided to produce a shoot within a shoot to show the precautions they take to keep client, cast and crew safe. We asked Stewart Cohen, Director/Owner at SC Pictures about the shoot and the video.

AdChat DFW: Why did you make this video specifically about shooting safely during COVID-19?

Stewart: We were producing this project so I figured that we should take the opportunity to film this and get the message out to our clients and friends and show how we are getting back to work in a safe manner.

AdChat DFW: What have been your biggest challenges to meet the Texas Film Commission guidelines?

Stewart: The biggest challenge has really been getting adjusted to working under these different conditions. I will just say that I hope it is not the new normal and this passes soon.

AdChat DFW: How much fun is it to be back at it?

Stewart: It is a lot of fun to be back on set. You know, after a day shooting you remember why we do what we do, and how much fun it actually is.

Also, I think that future work is going to get much better since everyone has stepped off the treadmill for a second and have been forced to reassess our true directions.

AdChat DFW: On another note, it’s exciting that you’ve added Jodi James as your new representative for SC Pictures.

Stewart: We are very excited to have Jodi onboard. We’ve worked with her for many years at StudioTribe and know that she is a great fit for us. Her knowledge and expertise will lend well to show off our work.

Here’s a little bio on her.

SC Pictures is now represented by local Artists’ Rep, Jodi James. For those that don’t know her already, Jodi has worked in the creative production industry for years and continues to represent StudioTribe, a local post-production studio. “Adding Stewart and his team to my roster just felt like a great idea as clients continue to look for turnkey solutions for content creation,” Jodi states. “Stewart has vast experience in lifestyle photography and commercial production both on location and in-studio. That paired with the post-production services that StudioTribe offers (retouching, video editing, & color, animation, CGI & visual fx for motion), equips me to partner with clients to produce projects of all scales and for any medium.” Jodi looks forward to introducing (or re-introducing in many cases) SC Pictures’ book of work to DFW agencies and corporations as the area continues to grow. If you have any inquiries or would like to collaborate on how to produce your next project, you can email Jodi at jodi@stewartcohen.com.

Watch the video.

716 Views

Advertising

Moroch Launches Industry Assessment Tool to Assist with COVID Recover

Moroch Posted On August 6, 2020

Moroch Partners, a Dallas-based full-service independent marketing and communications agency, announced the development and launch of a DMA assessment tool, designed to help businesses get strategic insight into their markets. This new strategic planning tool can help businesses make smart decisions on a local level and can help businesses on the path to recovery, following COVID-19. The tool provides insight on media strategy, content strategy, and a recommendation on the overall marketing approach at each stage of the pandemic in order to maximize marketing effectiveness and strengthen brands. Each market is assigned a weighted score based on the following key data points. The lower the score, the more heavily the market has been impacted by the virus. A higher score indicates a market that is furthest along the path toward revival. The key data points used in this tool are: – Unemployment rate – Political persuasion – Political majority – Covid-19 related death rate by state – Rural vs. Urban – Current lockdown status by state – Restaurant opening status by state – Infection rate by state

“We are so excited to bring this tool to our clients and the community. COVID-19 has impacted all businesses and industries, so we endeavored to create a tool that can aid companies as they start to reopen, as well as provide strategic insight and guidance on how to best market their services, during this time,” said Chief Executive Officer, Matt Powell. For more information about this new tool, or for help in understanding the results from your market, please contact Kelly Correia at KCorreia@Moroch.com. ABOUT MOROCH PARTNERS Moroch Partners is a leading full-service, independent marketing and communications agency based in Dallas, with presence in over 30 markets across North America. Built to ignite relationships with brands and consumers at the local level and do it at a scale. And because of that, their talent, tools, and approach are shaped by looking at the business from the ground up. Moroch clients include McDonald’s Planet Fitness, Six Flags Entertainment Corporation, Altitude Trampoline Park, Disney, Sony, Universal, Make-A-Wish Foundation and Midas, among others. For further information on Moroch and its brands, please visit moroch.com. ABOUT MOROCH HOLDINGS INC. Formed in 2013, Moroch Holdings, Inc. is a privately held family of integrated marketing and communication companies based in Dallas, Texas with offices residing in every major market across the country. Providing strategic planning, advertising, media planning/buying, multicultural marketing, public relations, and digital and social media services for over 100 brands. Moroch Holdings proudly holds ownership interest in Moroch Partners, NEXTMedia, iNSPIRE!, Side Chops, and LimeGreen Moroch.

337 Views

Advertising

Fleishman Hillard Unveils New Study “Gen C: A New Virtual Sanity” | Download It

AdChat DFW Posted On July 23, 2020

by Lauren Winter

As management thinker Peter Drucker once said, “culture eats strategy for breakfast,” but right now brands need to get strategic about their cultural approach.

It has become my mantra over the past few months, it’s not enough to be culturally aware, we must be culturally committed.

We are reframing and resetting and with that comes a new code of conduct. The thrills of the boom feel like a hedonistic consumer and sales frenzy that through our new COVID lens, we are all left wondering how we ever played a part.

Just like people, brands need to stop apologising and over analysing their past, and act for their future.

We’ve gone from the frivolity of lockdown baking to the wakeup call of Black Lives Matter. Being momentarily paused allowed us to go back to basics… but then much more powerfully, looking at rewriting the wrongs.

And Gen C has spoken.

Generation C is ageless, unable to be categorised, they are strong willed and yes, divided.

But for all brands out there, it’s clear which side to show up on when it comes to surviving the next purchasing wave of COVID.

Our recommendation – use that lens that COVID has gifted us and focus on what matters to people. Bring who you are to the table and put what you’ve learnt into practice.

Brand bandwagons whilst making some change, are too hollow. Commit and then commit some more.

Yes, you’re about to see stats and data, but look to those instinctively charged around you because they are the ones that will help you as a brand rebuild. And I’m pleased to say this report has been emotionally curated by our Youth and Culture team.

The one constant we can all continue to bank on is change and there’s a new formula in town, and I for one know how excited I am to rework mine.

Read the Gen C: A new virtual sanity report here.

Read original story here.

435 Views

Advertising

Is Your Company Ready to Go Back to Work? Spire Agency Makes it Easy to Meet the “New Normal” Challenge

Spire Agency Posted On July 15, 2020

As the country reopens and employees return to office spaces, business owners want to feel confident in knowing they are doing all they can to keep their customers and employees safe. In our socially-distanced reality, getting back to business requires some modifications.

Before reopening doors, there are necessary steps that every business owner must take to minimize health risks and maximize a sense of well-being for employees and customers. Spire can help design a space that provides much needed peace of mind for business owners as well as an opportunity to reinforce branding.

Inner-Office Health and Wellness: The New Brand Standard

We recognize the many challenges that going back to work represents to you as a business owner, so we’re using our talents in branding and environmental design to help our clients create safe and healthy spaces for their employees. Here are a few of the products we’re helping our clients produce for their workplaces.

The addition of acrylic reception shields helps to protect employees and customers alike, while sanitization stations, wayfinding floor graphics, and informational banners further promote a safe and healthy work environment for business.

**Social distancing decals, sanitizing stations, reception guards**

**Cubicle shields, desk shields, informational banners**

Let Spire Agency help your company get back to business safely and confidently. Learn more by downloading our informational PDF.

409 Views

AdChat DFW

31,000 FT is Reaching New Heights to Produce Commercials Safely During the Pandemic

31000 FT Posted On July 13, 2020

31,000 FT is a nimble advertising agency in Addison, that has become downright limber in the time of Covid, stretching our production and creative muscles into entirely new positions. Namaste!

When 3 shoots canceled in March due to the virus, 31,000 FT immediately regrouped with our clients and reimagined the entire process to meet their production needs and deadlines.

Employing the use of QTake technology that turns any laptop or phone into a live camera feed, our innovative creative teams are now shooting around the world from the comfort of their couches, kitchen tables and walk-in closets.

We started in South Korea to accomplish a “pick up” shoot for Icy Hot’s Rise From Pain campaign featuring Shaquille O’Neal. After that, it was off to New Zealand (and onto another couch) for a new Cortizone 10 campaign. Next stop: Lithuania (why not?) for an Austin-based client.

We also recently took advantage of shooting in person on the MPS sound stage in Irving, holding fast to new AICP and other industry Covid protocols. It was a unique production day filled with masks, hand sanitizer passed around like Starbucks orders, and social distancing from the set to the craft service table. But in the end, it worked out beautifully.

However, one of our favorite places to shoot is Area 31, our own in-house facility for very budget-friendly, creatively inspired shoots. With 2 directors, an in-house editor and motion graphics guru, this is a fantastic option for our clients to create fresh, ownable, creative content in an expedient, turnkey environment. And we have a heckuva good time doing it!

In between it all, we have been zooming up a storm – zoom edits, zoom audio sessions and we even sent a field mic to Shaq for him to record himself for some retailer tags. Thankfully, he sent it back!

This Covid era has been quite the adventure for our agency who we like to say offers big agency talent with 99.4% less bureaucracy.

Our name, 31,000 FT, is born from our mission to help brands discover, craft and unleash their higher purpose on the world, and that mission has never been more important than it is now.

We look forward to continuing to bring our clients’ brand purpose to life in this ever-changing, challenging time.

Nimble, has never been more necessary.

529 Views

Advertising

Spire Agency Shifts Gears to Navigate Coronavirus Speed Bump | Helping B2B Clients Prep for the New Normal

Spire Agency Posted On July 13, 2020

by Taylor Tompkins | Dallas Business Journal

The coronavirus has caused Steve Gray’s company to tap the brakes.

Spire Agency didn’t slam into a brick wall, but it’s cautiously going over a speed bump.

The B2B marketing firm where Gray is a partner was lining up a long-term lease for August to support its aggressive growth goals before the pandemic hit. Putting the move on hold has signified a lot of what Spire and its clients are facing in the current environment. “We continue to be in this awkward space because the reason that we were going to be moving was that we believed that we’re at our capacity for our current square footage and because of the growth of our business and the growth of our agency,” Gray said. “… We look at the pandemic and the economic crisis and we have to go back to our metrics to begin with and say, ‘Is that still true?’” Gray has been steering the firm’s clients toward being proactive since the beginning of the pandemic, asking them to think about what their business will be like on the other side. Some B2B companies that have been dragging their feet on digital integrations are asking Spire to help them build out online capabilities now that they’re faced with few other choices to reach customers. With offices opening back up, many of Gray’s clients spending has stabilized, but his team is still working from home. He’s also trying to figure out how its current space can be reorganized to incorporate the safety measures needed to mitigate the spread of the virus. “It’s a Catch 22 that you’re caught in,” he said. “You don’t necessarily want to make the massive economic, long-term commitment (of a new lease) without the vision and the clarity of knowing where your business is going to be going. “There’s so much uncertainty right now it’s tough to have a concrete vision like that,” Gray said. “But if you stay where you are, you may be compromising your ability to have a good social distancing space plan.” Gray said his agency hasn’t taken the hit that some of its counterparts who work with consumer-facing companies have. There have been signs of slowdown, but the company is now working with their clients to help brand coronavirus-related necessities such as Plexiglas dividers, floor markers for distancing and hand sanitizing stations for offices. Spire’s office space may become more like a coworking space, where team members filter in and out of the office as needed but aren’t required to come in every day. Managing his team remotely has helped him not only feel more connected to his team than they sometimes were in person, but has helped him take a deep dive into his company’s operations. “Once it comes to PPP and really breaking down in the individual levers that really drive your profitability, that’s something that I’ve had to get much more tied into,” Gray said, “just because our business functions differently now than it did in March.” Overhead and expenses are different now that his team is working from home. There’s no need for office perks or other brick and mortar necessities, but there are investments in software and technology to keep his team communicating. “So how do you manage the expenses and then also how do you re-tailor your organization to be virtual?” he said. “How do you still implement programs that keep your employees connected to your clients, but also help your employees know that they’re special, they’re needed and maintain that morale?” As Gray continues to weigh the needs of his clients and employees, he keeps in mind what this experience with the pandemic will look like in the rearview mirror. “It’s going to be very interesting 20 years from now to look back on this period of time with the benefit of hindsight and be able to truly evaluate what worked and what didn’t work,” Gray said, “… what decisions we made were the right decisions, and which ones should have been handled differently.” See original publication here.

383 Views

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Facebook reported that they have seen 70% more time spent across their apps. Instagram and Facebook Live views doubled in a week and global TikTok downloads have reached over 2 billion.

Facebook reported that they have seen 70% more time spent across their apps. Instagram and Facebook Live views doubled in a week and global TikTok downloads have reached over 2 billion.

by Taylor Tompkins | Dallas Business Journal

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