This week, Steve Farella departs for France where he will participate in the 2011 Cannes Lions International Festival of Creativity as a Media Juror.  Steve joins a panel of top executives from media networks across the globe, including representatives from Brazil, Russia, India, Japan and the United Kingdom.  Steve brings a unique perspective to the group as the leader of one of the world’s few independently owned and operated media agencies.

Terry Savage, Chairman of Cannes Lions, said of the jurors’ role:  ”The outcome of the judging process is crucial to the future of the industry.  We can never underestimate the role that these talented professionals will take on when they vote, deliberate and award the best work currently out there.  It’s an honor to have such authorities on board for this year’s awards.”

We wish Steve safe travels.  We all will be keeping up with the events in France as they unfold.

TargetCast employees, clients and colleagues gathered at the Yale Club January 11th to accept the award for Independent Media Agency of the Year. Pictured above are our Co-Founders Steve Farella and Audrey Siegel who proudly accepted the award.

Kelly Samardak from MediaPost reported the following from the event:
“TargetCast tcm not only won the Independent Media Services award, but also the informal “largest entourage” award. You couldn’t swing a loose subway rat around without hitting someone from TargetCast! The posse included Beth Storms, Errol “Do I have turkey in my teeth” Firestone, Steve Farella, Mickey Parent, Lynn Harris, Lisa Spielman, and Bruce Fagerstrom.”

To view our full story and other winners please click here.

Big congrats are due to the agency on this incredible award. Be sure to read the entire article at media post. Congratulations in particular to Steve Farella, Audrey Siegel, and Steve Minichini whose combined vision and leadership cannot be overstated. Looking forward to great things in 2011.

Welcome to 2011.  A brand new year full of hope and optimism.  As with years past, 2011 will be a year in which technology is front and center.  Early in the year, privacy and digital retargeting will grab headlines.  Many are also predicting a heavy M&A season as markets begin to rebound and vendors look to join forces to gain a larger footing and ultimately a competitive advantage.

TargetCast will continue to play a leading role for our clients, blazing a clear path through any uncertainty.  Similar to 2010, we will partner with leading thought makers to formulate a unique approach to succeed.  We will continue to develop our own innovative technologies that help elevate success for our clients and work hard to evolve their business strategies for today’s marketplace.

We will also continue to develop our own team members, preparing them well for a new and unique landscape that is the 2011 marketing arena.  TargetCast will be active participants and attendees at conferences throughout the year.  Coming off a very successful 2010 in which Steve Farella and Audrey Siegel were named Media All Stars and TargetCast was named Independent Media Agency of the Year, our momentum is growing and people are taking notice.

2011 is sure to be an exciting year in which TargetCast will grab headlines once again.  Watch for some exciting news early in first quarter.  Until then, we wish our readers health and happiness in the new year.

At today’s DPAA Digital Media Summit at the Roosevelt Hotel in New York City, Darus Zahm, VP Account Director at TargetCast tcm, presented a Hotels.com case study developed in conjunction with media partner, Captivate Network.

The presentation focused on the positive results of the study, provided background on Hotels.com’s SMART brand positioning and explained the strategic rationale behind why Captivate’s digital out-of-home platform made sense for the brand in 2010.

Recognizing the brand’s emphasis on targeting frequent leisure as well as business travelers, Captivate’s in-elevator TV platform presented a unique means of reaching a qualified audience at the office, during the work day, in a virtually distraction-free environment.

“As an agency,” Darus explained, “we view digital out-of-home as a dynamic means to connecting with audiences outside of conventional channels, and is always in our consideration set as we strive to develop effective, efficient and measurable media strategies for our clients.”

As Hotels.com’s campaign spokesman might say, “Smart. So smart.”

The ANA Conference is in the book.  It was an incredible few days of content and connecting with friends and colleagues.  ANA celebrated it’s 100th anniversary.  A truly remarkable accomplishment.  To think, during that period of time, marketing has changed so much and continues to evolve today faster than ever before. 

Over the course of four days we heard from a few truly great marketing minds.  The first full day of events,  Day 2 featured the following speakers:  Marc Pritchard (P&G), Marilyn Mersereau (Cisco), Mark Baynes (Kellogg) and Joe Tripodi (Coca-Cola).

Day 3 featured Ted Ward (Geico), Keith Pardy (RIM), Jim Speros (Fidelity) and Michael Francis (Target). 

Speakers on the final day of the conference included John Hayes (AMEX), Ralph Santana (Samsung), Candace Mathews (Amway) and John Caron (Darden Restaurants). 
Common themes found within each presentation:

1) Brand transparency
2) A need for a greater connection to consumer needs
3) Building a business through “Brand Action”
4) Social, Social, Mobile, Social – it was discussed a lot

Hands down, the most dynamic speaker was Marc Pritchard (P&G).  He discussed P&Gs ability to connect with consumers in a very emotional way.  Their brand benefits were clear and transparent to the consumer and the messaging strategy resonates with meaningful memories embedded deep within the consumer.  Memories from their childhood.  Memories of comfort and security.  The brand pays off the consumer needs of today, but the marketing message calls upon these triggers of the past to capture the consumer attention. 

With more than 1,500 conference attendees looking on, Marc’s presentation reached an emotional level leaving half the room in tears.  His passion for the P&G business and his belief in how consumers would truly benefit from using P&G products was unparalleled.  It was truly amazing but to be honest, I would expect nothing less of P&G. 

In a very different way, I would rank Michael Francis (Target) a close second.  His presentation was dynamic and smart.  He clearly demonstrated the marketing evolution Target needed to go through to ensure they remained connected to consumer needs.  Creative messaging of old highlighted what Mike called “Bright, shiny people”.  The creative was beautiful and it showed gorgeous people wearing, using or having fun with Target Products.  The models used in their :30 spot looked more like Hollywood’s “A” list. The main selling message – Target can make you (the consumer) feel like a celebrity.  It worked – for a while.

The need for message transformation came as our economy dropped and consumer confidence fell dramatically.  The consumer had a different need.  Gone were the days of wanting to feel like a celebrity.  Here are the days of survival (a little dramatic, but you get the point).  Wieden & Kennedy did a fabulous  job of  connecting to a true consumer need. 

The new creative, produced beautifully, showed the consumer enjoying a luxurious vacation.  Upon camera pull back, the spot reveals that they are actually in their backyard.  The super reads “lawn chairs $11.95”.

A second spot shows a couple sipping designer coffee in a trendy coffee house.  Upon camera pullback, it’s clear they are in their kitchen.  The super reads “coffee maker” $8.95. 

The new creative connects with a big consumer concern – “How should I exist in this new economy”?  Target shows the way for the consumer, highlighting the new frugal lifestyle that is a must today.  The connection is made with the need wonderfully through the new creative execution.  The message has been transformed and Target wins in a big way. 

Take a look at a few spots here: 

http://www.youtube.com/watch?v=z5fEKBnsdX0

http://www.youtube.com/watch?v=xDzUY2f-6I8&feature=related

Lastly, their newest effort uses :15 spots to make quick connections. With the tagline “Life’s a Moving Target”, Target connects with simple consumer needs and show value immediately:

These are great.  Check them out here:

http://www.youtube.com/watch?v=7N0wRs_Xr-E&NR=1

And my favorite ….

http://www.youtube.com/watch?v=XNYwpedglB4&NR=1

Lastly, I found Joe Tripodi (Coca-Cola) to be informative and entertaining.  I think we are all well aware of how large the organization is, but it blew me away to learn they employ more than 1 million people worldwide.  Joe talked about Brand Action and the ability Coca-Cola has to deliver relevant content to any screen at any time around the world through the Coke Digital Network. 

However, even with all this Brand Action and change for Coke, I found it really interesting to learn that the Coca-Cola logo has remained exactly the same for more than 100 years.  Now that’s staying true to brand.

Social marketing was  a main theme discussed by all.  Read a few of my Tweets from the show – they all focus on how a brand connects with consumers through the social space.  Empowered consumers lift the brand up, make it their own and elevate success like never before:

 - ANA Conf Done! Key buzz: Transparency, Connecting Brands to Economic Needs and Building Brand Through Meaningful Action #ANAmarketers

 - Michael Francis – Target: Watching “Life’s a Moving Target” new short TV spots and cross marketing strategy. It’s Brilliant! #ANAMarketers

 - Jim Speros – Fidelity: A Brand is a trust mark. Customers in tough times depend on a brand promise #ANAMarketers

 - Jim Speros – Fidelity: What you say, where you say it and how you say it – Critical for building a brand in a tough economy #ANAMarketers

 - Keith Pardy: RIM (Blackberry) Empower your community of fans to elevate your marketing mix and drive results #ANAMarketers   

 - Joe Tripodi-Coca-Cola: There are great ideas around the world-we need to tap into the creativity. Social gives us access! #ANAmarketers

Still, even with all this success, there’s no true ROI to be had when reviewing success of social efforts.

A few of the low-lights include the Day 1 School of Marketing Workshops.  The content was novice and the Q&A was limited and dull.  Also, NBC / Universal hosted a conversation over lunch on Day 2.  It was poorly planned out and extremely difficult to get any value out of the almost hour long discussion. 

All in, this was a valuable event.  It’s great to hear different perspectives.  It’s incredible to debate contrasting POVs and truly amazing to connect with many people across the industry, one on one in such a great setting.

Next up, the Consumer Electronics Show and the TED Conference.  Let’s go.

From MediaWeek

The economic storm has largely subsided for magazines and newspapers. So what’s next?
 
Print media vets tackled that question during two back-to-back Advertising Week panels presented by TargetCast tcm. And, not surprisingly, much of the conversation was taken up by tablet computers and their associated challenges and opportunities, from creating content for numerous tablets’ operating systems to selling advertising on them without harming editorial integrity.

Read the full story here:  MediaWeek

Live at the event with Steve Farella about to take the stage. The house is packed and the discussion is lively. A full report to come later.

Advertising Week is alive and well.  Audrey Siegel & Steve Minichini attended the Opening Gala at the Minskoff theater last night.  It’s great to see old friends and to make new friends as well.  TargetCast gets in the mix today at the MobileAdSummit at 4:45 with Steve Minichini participating within the panel discussion Apps:  The Game Changer.  The event will be held at B.B. Kings Blues Club.

Tomorrow is HUGE.  TargetCast will host the Evolution or Extinction Series for Print &  Radio at the Paley Center for Media.  The discussion, moderated by Steve Farella, Audrey Siegel and Harlan Schwarz will kick off at 9:00 AM.

Tweets and Blog posts to come.  Stay tuned.