How do you trust?
I watched a very interesting short video that was sent to me by our digital media strategist, Misha. It makes you think about the future of trust in brands.
The concept of the story is that trust, so important to buying, is not as believable coming from brands as it once was. Sanjay Nazerali, CSO of Carat Global, says that the way trust is earned has changed among consumers.
He suggests that a hundred years ago, trust came from beliefs based on faith and the stories that we found in books. Then consumerism in the likes of Coca Cola and other age-old brands took the stories successfully into advertising and television, and built trust there. Now, he says, we no longer trust the stories put out by brands and look to our social networks for what we need to hear or see to trust in a brand.
An example he uses is one we all can all relate to – you see a great ad for crisp new sheets plus a better experience at a hotel but find on Trip Advisor that 200 people just like me say the experience was not so great. Peer-to-peer experiences and social media are becoming the avenue to trust by consumers.
The video starts with the idea that “ad-blocking” technologies mean something is wrong, that we’re not doing it right.
Check the 5+ minute clip here.
18+ minute version with Robert De Nero here.
When you know it’s the one
Another student work placement has flown by, and this time we're saying goodbye to the lovely Rhianna Saj (aka RhiRhi). She’s been a great addition to the office over the past few weeks, and I'll miss having a fellow CreCommer around! Thanks for being with us, Rhianna.
Here’s what she had to say about her time at Fusion:
As someone that has completed 3 internships I know that it can be hard. More times than not, there isn’t enough work or the agency doesn’t trust the intern to take over. It can sometimes lead that intern to feel like they aren’t needed or wanted. I’ll admit that with previous internships there were times that I’d count down the hours till I was done. There were days that I dreaded going in but that wasn’t the case with my last one.
For the past three weeks, I have been interning at Fusion. I’ve had the chance to do everything from brainstorming a list of names for a new company, compiling articles and stories about refugees to even photographing the newest trends at St. Vital Centre. I thoroughly enjoyed the work I was doing, and felt like I was actually helping the team out rather than creating more work for them. As I was surprised by this new phenomenon, I wondered if there were any other interns out there who had felt the same, and so I started writing this article to help them through this stage of their experience.
3 Ways You’ll Know You Like Your Job
1. The work doesn’t feel like work.
Cliché, I know but for the most part I really liked doing what I was doing. I loved the brainstorms, or coming up with 30 different tweets that a client could use to promote their brand. I was ecstatic when I was handed my first brief and it was three pages long. There was so much information, and insight to write copy off of which had me very excited.
2. The office has dogs.
This is a given. If you work somewhere that has an office dog and you don’t like going to work, you are just being unappreciative. I’ve interned at agencies that have had a dog before but at Fusion there were 2 that I met. There’s something quite rewarding about a little pup coming into your office for a mid-day pat!
3. You like the people you work with.
Whenever I start a new job, I tend to be very quiet and reserved for the first couple of weeks. It’s something that I have tried to grow out of but I believe it’s how I test the waters. Although I was quiet and kept to myself at Fusion the team always made me feel extremely welcome. Whether it was offering me a drink at 4 on Fridays or taking the extra time to explain something to me, the Fusion team made me feel right at home!
I know that every experience is different but these are just a few clues for the next intern. I know they will enjoy their time at Fusion just as much as I did. How could you not?
Love Letter to Fusion
I’ve been working up the courage to tell you this for a while now. Maybe you’ve already guessed it — I have a crush on you.
I know we haven’t known each other for very long, but the time we spend together is amazing. You’ve taught me so many new things and now that I’ve met you I feel like I can do anything. You challenge me and I like that, because when I’m around you I want to be the best version of myself.
Most importantly, we have fun together. We’ve had adventures and made memories that I know will last me a lifetime.
I hope I’m not coming on too strong, but when I wake up in the morning, it’s you I think about and I can’t wait until we’re together again. I know we won’t be seeing as much of each other soon, and that makes me a little sad … but I remind myself that you’re not going to be out of my life completely. I hope it’s OK if I come visit for lunches, a game of ping pong, or just to see what’s new.
I guess in the end what I really wanted to say was thanks for everything, now that I’ve met you, the future looks bright.
The Winnipeg Renaissance: How effective social media is driving culture & business
The Exchange District; just of the many hubs of social activity that's shaping Winnipeg's culture.
If 'man is the measure of all things', then 'the people are the measure of all things in Winnipeg', and the Peg is beaming with great people doing incredible things.
It's no secret that Winnipeg has turned a corner from down-and-out fly-over city, to must-experience, culture-hub on many travellers wish lists. Part reinvention and part rebirth, the Keystone province's capital city has most certainly renewed the creative spirits of Peggers, old and new. With boutiques, coffee shops, cocktail bars, arts, music, festivals and much more, the Peg has been stepping up its game in a big way.
However, this post isn't a love-in for all the hipsters to tweet about, haters to hate about, or scenesters to... scene about. Instead, it's an observation on the tools, technologies, and methodologies which have helped spark this Renaissance. Just as the invention of movable type began spreading ideas during the second half of the 15th century (and well beyond), a new form of communication has helped spread the word of local arts, music, cuisine, entertainment, fashion and more in today's day and age. And just as Gutenberg's printing press brought technology which had a profound impact on all areas of life for centuries to follow, so to have new technologies had a major impact on modern life. Digital marketing, specifically social media, has democratized the ability for Winnipeg's independent business community to reach large groups of people with more connectedness than ever before.
But having a soap-box isn't enough. Just because you have a mega-phone doesn't necessarily mean people will listen to what you have to say. The smart local entrepreneurs, the ones who are doing social right (see Albert St. Cocktail, King+Bannatyne, Bronuts, to name a few) are following best practices; consistent tone-of-voice and visual-style, mixed with user-generated content, customer-engagement and tasteful promotion. While start-ups may yet to have budgets that support mixing traditional media with their digital efforts, they can look to other local brands such as St. Vital Centre for inspiration through their effective use of outdoor, radio, and print advertising in cross-promoting their marketing strategy.
When integrated correctly, digital and traditional marketing can be cost-effective, interactive, and memorable in a way that doesn't focus on interrupting people, but rather on engaging with them. As a full-service ad agency with nearly three decades of experience, Fusion has seen the arrival and passing of many trends (can you xerox that for me?), technologies (remember pagers?), and fads (QR codes, just don't.) - and through it all we have helped our clients be successful by approaching each business challenge with sound strategy, smart tactics, and compelling creative.
Fusion Hip Hop Playlist on Apple Music March '16
Hey, so here's a playlist I've been working on this past week. It includes some of my favourite trap, nyc stuff, bangers by electronic producers with hot features and a few things in-between. Some old, some new. All Apple Music users need apply!
It will bump in the whip or elevate your *cubicle; your choice!
*Playlist may contain some NSFW lyrical content, depending on how relaxed your cubicle is :)