It’s been quite a month here at 360i. Ad Age recognized our Innovation Lab founders, Layne Harris and Fitz Maro as Creatives You Should Know. Last week at Cannes our CEO Sarah Hofstetter was a featured speaker at the International Festival of Creativity, where she, along with Mattel’s Geoff Walker, spoke about the future of play. And lastly, the agency celebrated a record-breaking performance at Cannes Lions with ten wins, spanning eight categories and six clients.If you want to join our innovative, award-winning team, apply to one of the open positions listed below. Or visit our careers page to view more openings.VP Strategy Director (New York, NY) – The VP Strategy Director will lead 360i’s strategic process and strategy team across multiple top name clients and is responsible for pushing the envelope with strategic thinking and leading the team to results. The VP Strategy Director is also charged with contributing to agency thought leadership and best-practice solutions for the overall strategic planning process in one of the fastest growing divisions at 360i. For this role, we’re looking for an expert brand builder and someone who is able to marry business strategy and consumer insights to develop innovative and engaging ways for consumers to connect with brands.Senior Media Manager (Atlanta, GA) – The Senior Media Manager must have a deep understanding of paid search marketing and be able to assist in the development of strategies, provide recommendations and manage our client budgets and bidding. In this role, we’re looking for someone with a detail-oriented mindset, who is an expert multi-tasker and frequently thinks outside the box to solve challenges. The Senior Media Manager will own the day-to-day management of the account and help train, develop and lead the team towards success. The ideal candidate will be organized, well-spoken and a strong leader who is willing to assist with other miscellaneous projects and planning. This position requires collaboration with other Media teams as well as Account, Analytics and Technology.Director of Programmatic (New York, NY) – The Director of Programmatic will oversee all accounts, partner with executive level clients, lead and manage a team of 15 across multiple offices, collaborate closely with VP of Programmatic on strategic direction internally and externally while maintaining and fostering steady growth and curating the agency culture. The ideal candidate will have strong problem-solving skills and a proven track record for overcoming new challenges. They must also possess a passion to be a programmatic evangelist, and have excellent communication skills. The Director of Programmatic must demonstrate expert knowledge of the entire programmatic ecosystem – RTB, PMPs, DSPs, SSPs/ ad exchanges, and 3rd party data providers.Associate Media Director (Atlanta, GA) – We are looking for an Associate Media Director to focus on our Display efforts. The ideal candidate will have strong Direct Response/Acquisition experience and will focus on media strategy that can navigate all the facets of Display (video, mobile, programmatic, etc.) as it relates to consumer mode of discover and intent. The Associate Media Director will also manage and mentor a team of highly skilled search professionals and ensure they are educated on the latest innovative strategies. This role will act as one 360i’s Display business leads as well as help the team of senior search managers discover new opportunities for their accounts. This role will also have oversight of similar activities related to different types of campaigns.View more job openings on our careers page.
Overall, Vikram Somaya summed up “Content Knowledge” perfectly, “Data is like water. It surrounds us, it is incredibly hard to use all of it without a whole lot of processing, and most of us can’t survive a day without it.” When we leverage this “data” or in other words content power, marketers are empowered to lead, innovate, and learn. Everyone knows the saying, “Knowledge Is Power” and marketers in particular know this notion could not be truer. Whether it is behavioral audience insights that inspire the next brand campaign or historical content performance that helps strengthen a pitch, the continued and increasing availability of data and knowledge allows us to produce measurably better work. At this year’s 360i Marketing Leadership Summit experts from across industries defined this knowledge as “Content Power”, available resources or shared knowledge, that when leveraged correctly, can turn a brand into more than just a business proposition. Content Power can be used to foster authority, inspire creativity, and drive results.Knowledge Fosters Authority In the midst of what is arguably the most interesting presidential campaign in American history, we heard from New York Times Magazine journalists, Emily Bazelon and Jake Silverstein, who discussed how leadership is being redefined this campaign season. Throughout history, the American public has generally accepted that presidential candidates say factual statements and their word can be trusted when addressing the smallest and largest public issues. However, both 2016 candidates have proven these assumptions to be untrue, making the media stand as a larger authority than ever before.This authority shift to media is a result of what Bazleon and Silverstein referred to as the “Democratization of Sources.” They explained that there is an oversaturation of information and opinions, yet no gatekeeper for what is true. This new landscape has caused candidates to stray from usual campaign tactics and for voters to press for answers on every possible opinion.Despite the positional and personal power both Trump and Clinton possess, voters have looked to the media as the ultimate authority and jurisdiction in this campaign. This role for the media was born of its collective knowledge regarding the current state of the United States, the history of each of the candidates and their ability to serve up well-researched and sometimes unbiased facts. Understanding their position of power, journalists are using tactics to debunk some of the candidate’s falsities and exaggerating tendencies. Bazelon used the example of Megyn Kelly’s debate strategy in which she pressed Trump immediately to respond to his false statements by playing recordings of his own statements and CNN’s on-air annotations to Trump’s speeches with facts. These “risky” or “edgy” tactics have also been driving the media into an even more respected leadership position this election. Voters are finding trust in the media during this election and establishing themselves as the primary authority because as Bazleon declared, “we live in a world where in which we think the marketplace of ideas is paramount” and that is exactly what the media is currently providing for the American public.Knowledge Inspires Creativity On a lighter note, the audience of brand executives also heard from marketing experts like Jason Levine, VP of North America Biscuits at Mondelez International and Stacy Minero, Director of Content Planning & Creative Agencies at Twitter who taught us that knowledge inspires creativity. Levine spoke of Oreo’s Wonderfilled Campaign. A campaign inspired by audience insights that revealed consumers wanted to do more than just taste Oreo flavors, but to they wanted to experience Oreo flavors. So, when Oreo announced their Choco Chip Cookie flavor they connected the flavor to the feeling of childhood wonderment and home with an experiential pop-up Wonder Vault in Los Angeles.Similarly, Minero spoke to how Bose designed participation with their Super Bowl campaign, Fan Tracks. Having the knowledge that personalized content releases dopamine within a person, Bose promoted their new line of headphones by transforming fan tweets into customized pieces of content. Though Bose only created about a dozen pieces of customized content, the possibility of getting a personalized video designed campaign participation and in turn drove awareness and engagement. Overall, the more data and insights marketers have on their target audience, the better informed their strategy can be to inspire relevant and effective creativity.Knowing Drives Results Lastly, Vikram Somaya, SVP Global Data Officer at ESPN discussed the emotional side of data found in ESPN’s HEART engine, a tool that helps the publisher speak to users in real-time with messages that matter. HEART allows ESPN to understand emotional decision making by aggregating team and game data, present and historical geo-location data, interest data, biological data, and data on the level of anticipation fans have while viewing a game. Organizing this data and segmenting it into various different audiences, allows ESPN to understand more about that specific audience’s reaction and the kind of marketing message that would be the most effective in that moment.After thousands of data segmentations and algorithms, ESPN found that their methodology for ad placement works. Leveraging moments that matter in sports, either positive or negative motivates people to react to the messages served. Reactions include clicking, buying, or engaging—all reactions advertisers are vying for daily. More specifically, ESPN found that if you talk to people during a positive game time moment, they are 29% more likely to go through the full conversion funnel. As apparent in this statistic, the analyzed data ESPN has on their digital audience is directly impacting the return on investment for their advertisers.