This month, a number of long-time digital disruptors, from streaming services to food delivery apps, were recognized as leading competitors in their respective market spaces. Along with the territory comes rewards, but regulations too. Inversely, SCS helped a number of traditional firms use digital media to make disruptive moves of their own and claim market share. It all confirms that digitally-driven turbulence is here to stay as the new model for global business.
AGENCY NEWS
SHOOT ONLINE: HOW "PFITS JUST RIGHT" HELPED CUSTOMERS FIND THEMSELVES IN PFISTER FAUCETS
When Pfister faced a decline in market share against rivals it came to SCS for help repositioning itself in the home improvement space. After intensive consumer roadmapping, market research, and analysis of past ad performance, SCS developed a new campaign that matched diversely styled Pfister products with equally diverse human counterparts. “Like so many things we buy for our home, our personal worlds, we understood that whether people are renovating or replacing, they’re creating extensions of their own personalities and styles.” SCS’ Chief Creative Officer John Zegowitz said to Shoot Magazine. The SCS team had to get creative by creating a production approach that coordinated a base in Irvine, and with a team in the Ukraine in order to maximize every dollar for a campaign that spans more than 80 assets.
THE TRADE DESK ON WHY STREAMING PLATFORMS CLEANED UP AT THE EMMYS
This year, streaming services like Apple TV+ and Netflix took home top honors at the Emmys. Ted Lasso was a notable winner, not just because Apple TV+ was the new kid on the block, but because it told a deeply optimistic story in an era dominated by social critique. SCS President and Chief Strategy Officer Jeff Roach explains “It’s no surprise that Ted Lasso hit the wins it did and it’s well deserving,” says Roach. “The show simply has a ton of heart and it’s a reminder to marketers that lighthearted but emotional storytelling that isn’t afraid to be real is connecting strongly with viewers and consumers today.”
When Mothers® tapped SCS to help them launch their new Ultimate Hybrid® line that blends the hydrophobic features of SiO2 ceramic with the simplicity of carnauba wax, they presented the agency with a creative challenge: How to convey these contrasting benefits? The team at SCS created a unique and energetic split screen approach to present the best of both worlds, but better.
MEDIA POST: DOOR DASH OPENS SECOND SUIT AGAINST NEW YORK CITY OVER CONSUMER DATA SHARING
Direct to consumer data is becoming valuable to all kinds of businesses - not just technology companies. Just a week after Delivery Apps filed suit against New York City for capping delivery commissions, DoorDash is suing NYC again - this time for a pending law that would force it to share customer data with the restaurants it services. “Although the headwinds these companies are facing in gig economy labor laws, state compliance and their partnership with restaurants are significant, the brands in this space who can leverage the assets of big data and D2C for new models and revenue opportunities could see significant breakout potential,” Jeff Roach, president and chief strategy officer at the SCS agency, tells Marketing Daily. It goes to show that while regulating dominant firms' access to data can open up opportunities for smaller players, good data practices that protect consumer privacy remain paramount.
FRIDAY FIVE HIGHLIGHT: WHATSAPP FORAYS INTO ECOMMERCE
With the launch of its new business directory feature, WhatsApp is creating new opportunities for its users to connect with local merchants. The feature looks like FaceBook's first step towards building out eCommerce funcionality in the messaging app. Doing so would make Whatsapp more closely resemble its Chinese competitors, which allow users to purchase meals, products, train tickets and more. The change may have been spurred by greater uptake of other mobile trends, like QR codes, during Covid 19 and signals Facebook is making moves to dominate the West's mobile market place.
EMILY ZUGAY'S LOGO REDESIGNS WERE SO BAD THEY WERE GOOD - NOW BRANDS ARE ASKING FOR COMMISSIONS
More than ever, brands are using social media to redefine themselves and appeal to younger audiences. When TikToker Emily Zugay started satirically redesigning major brand logos, the brands started taking notice. Now, more major brands, from the NFL, to Target, have sent Emily their logos for redesigns. Yi Chen, SCS's senior director in markeing explains, “it goes to highlight the importance of brands needing to be agile and having a pulse on cultural cues to engage and resonate with a broader and younger audience." As major brands fight to remain relevant with new consumers coming of age, the ability to change - even by poking fun at yourself - is crucial.
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