This text was adapted by The Saylor Foundation under a Creative Commons Attribution-NonCommercial-Share-Alike 3.0 License without attribution as requested by the work’s original creator or licensee. Saylor URL: http://www.saylor.org/books Saylor.org 1 Chapter 1 Meet SS+K: A Real Agency Pitches a Real Client Figure 1.1 Fourteen Months to Launch! Saylor URL: http://www.saylor.org/books Saylor.org 2 1.1 Why Launch!? LEARNING OBJECTIVE After studying this section, students should be able to do the following: 1. Recognize the bold new approach for delivering information to today’s college students (aka digital natives). Knowledge Is a Flat World The textbook publishing industry is undergoing staggering change as many traditional business models and practices quickly lose relevance. Peer-to-peer textbook trading networks, online used-book sellers, and a gray market that allows low-priced international editions to displace expensive U.S. texts push publishers to reconsider outmoded ways of delivering content. Likewise, the digital natives who make up our university student bodies (that’s you!) inspire educators to think about the transfer of knowledge in exciting new ways. How do we best communicate the most current thinking in our disciplines to students who expect up-to- the-minute information at a keystroke and who view educational materials as community—indeed, world—resources that can and should be freely shared and interactively constructed? We’ve created a new kind of text—one premised on the idea that college course material can wield wider influence and be of greatest public benefit as it becomes easily and inexpensively available to anyone with a desire to learn. Figure 1.2 Saylor URL: http://www.saylor.org/books Saylor.org 3 Knowledge in a Flat World…Choose only what you want. Pay only for what you use. Launch! Advertising and Promotion in Real Time is the first free, open source text for advertising and marketing classes. A new alternative to introductory texts that can cost into three figures and provide information that is extraneous or outdated, Launch! offers a basic text at no cost to students. Instead, we generate revenue through individually priced materials such as discretionary hard copies of the text (for those of you who still like to mark up your book the old-fashioned way), study guides, podcasts and streaming interviews (à la iTunes), user-generated content, advertising sales, and corporate sponsorships. Learn about Advertising by Learning about Advertisers (Real Ones) There’s something else that’s really unique and cool about Launch! Welcome to the first advertising textbook written in partnership with a real-life advertising agency. It’s fine to talk about ad campaigns from the past, but we’d rather hear about one from the horse’s mouth—while it’s still happening. We’re going to teach you about the ad biz the way you’ll learn it if you choose to make it your career (and we hope you do). None of that shiny, happy, “talking heads” stuff; we’re going to take the gloves off and show you how a campaign works (and sometimes doesn’t) from the vantage point of the people who have to do it every day. Prepare to Launch! Saylor URL: http://www.saylor.org/books Saylor.org 4 1.2 Meet Our Agency Partner: SS+K LEARNING OBJECTIVE After studying this section, students should be able to do the following: 1. Characterize the Shepardson, Stern and Kaminsky (SS+K) organization, a creatively-driven strategic communications firm, and how it works to secure clients. Get to know Shepardson, Stern and Kaminsky (SS+K) as it works on a campaign for msnbc.com, a media brand in search of an identity. SS+K opened its doors in 1993 and now has offices in New York, Boston, and Los Angeles. With over $70 million in billings, SS+K is an independent agency owned by its partners, with a minority ownership by Creative Artists Agency (CAA)—perhaps the most powerful talent and literary agency in the world. CAA also owns the Intelligence Group, a market research and trend forecasting company. Figure 1.3 SS+K’s Web site is an immersive introduction to the history and offerings of the agency. You can find it at ssk.com. For this text, we interview the agency partners, the creative director, the account people, the creative team (copywriter and art director), the public relations experts, the account planners and research Saylor URL: http://www.saylor.org/books Saylor.org 5 specialists, and the digital professionals who took the msnbc.com campaign from pitch to completion. Through their words and documents you will follow, step by step, the thirteen-month process of bringing SS+K’s campaign vision of “A Fuller Spectrum of News” to light. To allow us to bring you the inside story on how the agency created the msnbc.com campaign, msnbc.com and SS+K granted FWK full access to its creative work, internal processes, and employees. The result is a resource that offers new ways to teach and talk about the real world of advertising with course content that is affordable, accessible, timely, and relevant. Welcome to advertising education on steroids. OK, So Who Is SS+K? SS+K was founded in 1993 by three former political consultants—Rob Shepardson, Lenny Stern, and Mark Kaminsky—and a famous copywriter, David McCall. To this day, the agency is a mash-up of those roots in politics and creativity, bolstered by a dose of entertainment marketing via its partnership with CAA and the staff’s passion to learn and apply the latest technology. SS+K has become a haven for talented refugees from every corner of the communications world. SS+K offers a full array of services to its clients, including advertising, marketing, design, public relations, public affairs, and research. Although many ad agencies, PR firms, and marketing consultancies endorsed integrated strategies over the last decade, SS+K believes that most agencies have built-in biases toward one type of solution. They tend to treat “integration” as an item on a check-off list. Ad agencies think in terms of ads. PR shops generate PR ideas. And so on…but not SS+K. For them, it is about delivering the right message at the right time to the right audience with the right medium. They call their approach to these types of media-neutral ideasAsymmetric Communications. Their perspective encourages the agency to “think outside the box” by employing a mix of traditional and new media (like urban games) to engage the audience in surprising ways and uncover opportunities to connect with them. Figure 1.4 View of the Brooklyn Bridge from SS+K’s New York Office Saylor URL: http://www.saylor.org/books Saylor.org 6 This perspective is a consumer-centric approach the agency uses to find unique and surprising ways for clients to connect with and engage their target audiences. For example, instead of using traditional methods and messaging to increase awareness of Qwest Wireless among high school students, Qwest worked with SS+K to design an urban game called ConQwest that involved teams of students, newly created semacodes for use on cell phones, and giant inflatable game pieces. Semacode is a trade name for machine-readable two-dimensional black and white symbols that act as “barcode URLs.” True to their political roots, the agency consulted with the Obama presidential campaign on driving more interest and participation among young voters. Since its inception, SS+K has maintained a high-profile nonprofit business, including work with UNICEF, Share Our Strength, the Bill & Melinda Gates Foundation, and the Lance Armstrong Foundation’s “LIVESTRONG” campaign. The agency understands how to work with short lead times and mine for deep consumer insights that animate its work. It’s a combination that has made SS+K increasingly popular with a growing roster of clients, including Delta Airlines, Credo Mobile, Polo Ralph Lauren, AutoMart—and our client for this book, msnbc.com. After fifteen years in business, all three founding partners—Rob Shephardson, Lenny Stern, and Mark Kaminsky—are still active in the firm, and they’ve added other key partners such as Executive Creative Director Marty Cooke to continue to provide fresh ideas and leadership. Figure 1.5 The Partners of SS+K Saylor URL: http://www.saylor.org/books Saylor.org 7 Our SS+K Odyssey Here’s how we got started: once SS+K agreed to participate in this unique partnership, it was time for us to become familiar with the campaign. First, the author reaches out to Russell Stevens, a partner at SS+K. Figure 1.6 Saylor URL: http://www.saylor.org/books Saylor.org 8 Follow the e-mail trail. Dr. Duke Cornell flew up from Gainesville (where she teaches advertising at the University of Florida) and came in to meet the whole SS+K crew, and learn a lot about SS+K. Throughout the text, you will find links to the interviews Dr. Duke Cornell conducted with the team based in New York. In addition, she interviewed key team members from the Los Angeles and Boston offices. Launch! unfolds chapter by chapter across a timeline for msnbc.com’s first branding campaign. Before we get into that, let’s meet the full cast of characters who worked on the msnbc.com account. Saylor URL: http://www.saylor.org/books Saylor.org 9 Figure 1.7 Meet the core SS+K Team assigned to the msnbc.com account. Additional SS+K employees worked on aspects of the msnbc.com account, including Jeannie O’Toole (Head of Print Production), John Kirkwood (Web and Video Production), Tim Player (Studio Manager), Kelly Kraft (Project Manager), Amy Gaiser (PR), Janetti Chon (PR), Aaron Taylor-Waldman (Studio Designer), Alice Ann Wilson (Head of Design), Natalie Cho (Designer), Sonya Fridman (Designer), Joe Sayaman (Copywriter), and Rochelle Ardesher (Project Manager). Saylor URL: http://www.saylor.org/books Saylor.org 10