Content Marketing is Coming of Age

9/27/2015 Anonymous 0 Comments

Original. Coordinated. Interactive. Nine top MarTech Execs weighed in on the future of content marketing in a recent article by Contently. Chris Bolman, director of integrated marketing at Percolate, envisions that “we’re about to see quality content recognized for what it truly is: advertising creative that delivers value to its recipient, not just a forgettable impression. Marketers who get this are going to design their content to be interactive, mobile-first, and amplified by media dollars, and they’re going to create it within a system that enables continuous improvement, not just scattered executions.”

Tom Gerace, CEO of Skyword states: "Creation wins. In the early days, some content marketers thought that curating content might be sufficient to engage their audiences. They hoped that curation might allow them to avoid the investment required to create original stories. In 18 months, it will become clear to the industry that marketers cannot differentiate brands in the minds of consumers, share thought leadership, or prove their brands to be innovators by sharing somebody else’s stuff."

Read the whole article.

There's an App for That...

9/06/2015 Anonymous 0 Comments

GroupM CDO Rob Norman believes that the next phase of message distribution represents fundamental change and a significant opportunity, or threat, to all advertisers. While the digital revolution and the mobile shift are well-trodden concepts, less well-trodden is the path of the app ecosystem which is becoming the dominant gateway to media consumption, commerce and the delivery of customer service. Even more broadly, apps act as the remote control of the digital home and the quantified self. 

Apps are everywhere: phones, tablets, smart TVs, automobiles, watches and even the desktop with the arrival of Windows 10. Apps are simple to use, optimized at the device level and bandwidth efficient. The App ecosystem and the presence of apps on limited screen real estate may be the battleground to dominate in the second half of this decade and beyond. Read more...

BICsters rising...

9/03/2015 Anonymous 0 Comments

Good news! Three BICsters from our inaugural class, Amber Jackson, Vera Golikova Keiter, and Cassondra Bazelow, have upgraded their profiles in the last few weeks.

GREY has promoted Amber Jackson (BIC '15) to Senior Account Executive. Starting as an AE not long after her first semester at BIC, Amber has risen quickly at GREY. Her technical knowledge of the digital and social space has been invaluable and a huge factor in the success of multiple projects, including the launch and management of When GREY upped the ante for Red Carpet in 2013, Amber's support was key to the program's success. Moving forward, Amber will be playing a critical role in bringing initiatives to market. "Gandolf" and Pantene Beautiful Lengths will soon be benefiting from her executional excellence.

Founded as a one-man, one-room retail shop in NYC's garment district, GREY now comprises more than 1,000 people between the New York City flagship and its 96-country network.

Vera Golikova Keiter (BIC '15) has just been hired as a Junior Copywriter in the Social Studio at BBDO New York. Coming off a highly successful internship at LoyalKaspar, Vera was networked to BBDO by BIC Professor Andy Tider. She then wowed BBDO Creatives with her quirky sensibility and versatility.

In a truly exciting turn of events, Vera will be partnered with Cassondra Bazelow (BIC '16). After parlaying a highly successful internship at Tribal DDB two summers ago into a full-time position, Cassondra was able to negotiate a Senior Art Director position at BBDO.

BBDO Worldwide is 15,000 people in 289 agencies across 81 countries, all focused on: The Work. The Work. The Work. Among its recognitions are: Most Effective Network in the World, Global Effie Effectiveness Index 2011, 2014, 2015,  Network of the Year, Cannes Festival, 2007, 2008, 2009, 2010 & 2011, and Global Network of the Year, Adweek Magazine, 2011, 2014.

CONGRATS to our amazing BICsters!!