As change continues to be the constant in our industry, SCS is focused on ensuring our clients are ready for market shifts through an agile approach to marketing management. We are continuing to review successful marketing cases to find new learnings and prepare for an uncertain future. Read about how our innovation team is looking towards new technology to drive growth in new channels, how we used AI to write an article about future marketing technology for Forbes, and how we remained focused on generating value through performance-based marketing practices that break through.
MAY UPDATE
Preparing for Market Changes
As change continues to be the constant in our industry, SCS is focused on ensuring our clients are ready for market shifts through an agile approach to marketing management. We are continuing to review successful marketing cases to find new learnings and prepare for an uncertain future. Read about how our innovation team is looking towards new technology to drive growth in new channels, how we used AI to write an article about future marketing technology for Forbes, and how we remained focused on generating value through performance-based marketing practices that break through.
THE OPEN INTERNET IS CAPTURING 3X MORE CONSUMER ATTENTION THAN SOCIAL MEDIA
According to data collected by GWI, consumers only spend about 24% of their time online on social media platforms. The other 76% of the time, they're on the open internet, which includes channels such as digital audio, digital out-of-home, the web, connected TV (CTV), and gaming. These results suggest that there will be new opportunities on new platforms. "Major TV publishers, Disney, Discovery Networks, and others are working to replace the walled gardens of the past with new advertising offerings heavy in digital data sets, audience profiling, and clean rooms," says SCS' Chief Strategy Officer, Jeff Roach. Read the article in full to learn more about how to take advantage of this emerging digital landscape.
While AI has been used in advertising to optimize programmatic ads and analyze data at a much faster rate than humans, it won't ever disrupt creative processes right? This month in Forbes, James Schiefer writes about how new tools pioneered by creative agencies are suggesting that robots might be more creative than we think. With McKinsey and other firms projecting further increases in spending, it might be time for carbon-based creatives to shed their pride and accept a digital helping hand. P.S. Check out the article, the ending may surprise you.
JAMES SCHIEFER NOMINATED AS FINALIST BY OCBJ FOR EXCELLENCE IN ENTREPRENEURSHIP AWARD
It's hard to believe that in 2001 Schiefer Media employed three people in one office in Orange County. 21 years later, we have expanded our capabilities in creative, digital, and strategy; grown revenue 10x; and added over 100 people to our team. And our business community has noticed. Orange County Business Journal has nominated SCS’s Founder & CEO James Schiefer for an Excellence in Entrepreneurship Award for guiding the agency through this evolution, recognizing James as one of the leading entrepreneurs in Orange County, California. Scroll to page 27 in the event program to learn more about James’ journey alongside the incredible entrepreneurs who were recognized this year by OCBJ.
With submissions from over 12,000 applicants this year, The Telly Awards attracts advertising talent from around the world. After a time away from the ceremony due to the global pandemic, it was refreshing to return and see smart, creative case studies from amazing agencies around the world. Our “CMXATICS” campaign for Mothers and "Retooled Toolbox” videos for DECKED won first place in Auto and Auto Services Social Videos category, while Pfister "Pfits Just Right” campaign won gold in the Branded Content: Commercials category. Global award shows like The Telly Awards give us an opportunity to learn from some of the most successful marketing cases from around the world, while pressure testing our cases and craft on the world stage. Congratulations to our clients at Mothers, DECKED, and Pfister!
MEDIAPOST PREPARES FOR WEB 3.0 WITH SEAN MACPHEDRAN
In order to get a better understanding of Web 3.0, MediaPost sat down for a Q&A with our very own Senior Director of Innovation, Sean MacPhedran. When asked about what the future holds for Web 3, MacPhedran explains that "ultimately, the idea is that we will be able to lead parallel lives in a persistent, explorable 3D world that encompasses all of this content interchangeably, where we have digital identities and can do more than just play and socialize, but also work and earn money." Still getting a handle on Web 3.0 and the Metaverse? Read the whole article for fresh insights.
JOHN DEERE FARMCRAFT NOMINATED FOR THE DRUM AWARD IN BEST DIGITAL STRATEGY
The Drum has nominated our Farmcraft project with John Deere for an award in the Best Digital Strategy and Campaign category. Farmcraft emerged out of John Deere's need to attract youth to careers in agriculture. But how do you do this with Generation Alpha? SCS introduced John Deere to where kids play... in the metaverse! By partnering with BlockWorks, we were able to create a downloadable mod that allowed young gamers to interact with Tractors, Tillers, Combines, and more in their favorite game: Minecraft. Over seven million downloads later, a strong user base is still virtually farming with John Deere today. Learn more about the award and the game by clicking the digital tab on the site below.
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