Posts Tagged ‘possible worldwide’

Please Vote For the Betty Crocker iPad App!

Thursday, April 14th, 2011

While many brands and agencies are “exploring” iPad marketing and considering added-value apps, only a handful have actually made the investment and turned talk into action. I’m proud that our agency, Possible Worldwide, and client, General Mills, came together to produce one of the first and best branded apps in the marketplace.  Now, the Betty Crocker iPad App has been nominated for a Webby People’s Voice Award, and I would appreciate your help in giving the combined team the credit they deserve.

The Betty Crocker App Case Study:

Betty Crocker is not just a national brand: She’s a national hero. The sharing and exchange of Betty Crocker recipes and tips between family and friends–and down through the generations–has made Betty the “original social media queen.” General Mills asked us to take this brand trust, recipe knowledge, and need for instruction to a new level by creating one of the industry’s first iPad cookbooks. The Betty Crocker team wanted to “take Betty into the 21st century” by creating a tool that cooks can more effectively use in the kitchen.

The new iPad app makes it easy to find recipes and features a “cook mode” that helps users who are deep into a recipe. We’ve created easy-to-read instructions and clear, enlarged food/meal imagery. We’ve also integrated multiple timers to help cooks stay on top of the tasks at hand, whether it’s boiling an egg or baking a soufflé. The larger screen and innovative gestural interfaces make the Betty Crocker iPad app a visual, as well as practical, aid in the kitchen.

The Betty Crocker iPad app was an instant hit: In its first week, it reached #1 on the free app best-sellers chart (above Netflix and WebMD), and remains a best-seller to date.

How You Can Help:

Voting takes a little more than one click, but please do take the time to register and vote. You might even discover some other great examples of meaningful digital marketing in the process. Here’s how to vote:

  1. Register to vote: http://webby.aol.com/ (Look for a confirmation email in your junk folder.)
  2. Visit http://webby.aol.com/media_types/mobile-web.
  3. Scroll down to LIFESTYLE – TABLETS & ALL OTHER DEVICES.
  4. Cast your vote for the Betty Crocker iPad app.

Voting ends April 28 and we need everyone to help spread the word right up until the deadline. And please also encourage your friends to vote via Facebook and Twitter:

You might be surprised to know that most of the award winners come down to just a couple of votes. Last year our Pringles Can Hands banner barely edged out work from Apple and Burger King to win the People’s Voice Award–thanks to your help!  So please lend a hand again and put the iconic red spoon on top.

Big Announcement: “Possible Worldwide” Our New Interactions Agency

Wednesday, February 16th, 2011

Many months ago one of my daughters told me that she learned in school that sharks must keep swimming to stay alive. I cannot think of any better analogy to the advertising agency industry. In a world of constant competitive pressure, demanding consumers, and brands that see CMO turnover every two years, success depends on making proactive improvements and leading your clients to what’s next. That has been one of the keys to success at Bridge Worldwide, a digital agency where I lead the strategy practice, and it is why I am thrilled to announce that we are merging our company with three other leading agencies (Schematic, Quasar, and BLUE) to create a new, global business: Possible Worldwide. And I am excited to be taking on the role of Chief Strategy Officer in this new venture. Here’s an official Wall Street Journal story of the breaking news.

Our Story

Some reporters have already leaped to the conclusion that this was “just another roll-up by an agency holding company,” but this is very far from the truth. In reality, this merger was completely our idea.

The story behind Possible began back in fall 2009. My fellow execs and I were going through our annual planning process and we recognized a growing need to create scale in geography and services in order to serve the evolving needs of our clients. We decided to reach out to a few other digital agencies within our holding company, WPP. Although sometimes competitors for new business, we all joined WPP around the same time and periodically compared notes as we built our businesses over the past five years. Eventually we broached the topic of doing something together, and decided to meet in person but away from our offices. We went to Cancun, Mexico, to test the waters of working together—figuring that if it worked for climate-change treaties, it could work for us.

Our purpose in meeting in Cancun was not only to see if our businesses would match up together, but, more importantly, to get a feel for how we could get along personally—so we shared our personal hopes and dreams, our visions for changing the advertising industry, and the cultural glue that holds our offices together. We made enough progress in that first meeting that we got together again in London, then New Delhi, and followed by Singapore and New York City.

With each meeting—about every two to three months—we made more progress on building a model for a new network while elevating office leaders to take our places. Not every agency we spoke with chose to continue the journey, but some acquisition targets have specifically said they wanted to throw in with our group. Through it all, our parent company, represented by Mark Read (WPP Strategy Director and CEO of WPP Digital) encouraged and aided our progress along the way—yet continually gave us the freedom to make our own key business decisions.

And so after many months of planning, we are putting a new team together. It is a team of entrepreneurs who have all built successful digital agencies independently, and who have chosen to come together to create something bigger and make an even more positive impact on marketing and society.

Possible Worldwide: An Interactions Agency

As you might imagine, it has not been completely frictionless for a dozen or so entrepreneurial leaders to come together and agree on the future of an agency. The naming process was a pain, as always, and many late night and early morning conference calls were organized to sort out the innumerable details. But perhaps the simplest choice was our new, combined brand positioning. Early on in our merger discussions we felt energy around the idea of creating “interactions” as the focus of our work and what we believe lies at the heart of the future of marketing.

We struggled with categorization of company as a “digital agency” for two reasons. First, digital is becoming “everything” in marketing and media and more or less table stakes in the future of business. Second, it does nothing to describe the specific skills or beliefs that we have. On the other hand, “advertising agency” is limiting in that it mainly conjures up a world of interruptive messages. We wished to classify ourselves as something beyond these mental shortcuts to something more, an interactions agency, and I couldn’t describe it better than with the words our team came up with:

“Possible is an interactions agency. That means we help our clients create experiences that deliver something of real value to their customers, whether that be utility, entertainment or community. These interactions, or platforms, are driven by big ideas and customer insight, and have a lasting life beyond a single campaign. Advertising serves as a function, too: Not just to broadcast a message, but to invite consumers into a larger, longitudinal brand experience that consumers can engage with.”

The facts and figures behind our new company still give me goose bumps: 1,000 people, 18 offices, and a client list that includes several of the biggest marketers in the world: AT&T, Barclays, BBC, Comcast, Dell, Dow Corning, General Mills, Luxottica, Mazda, Microsoft, Nokia, Orange, P&G, Samsung, SAP, Southern California Edison, and Starwood.

You might be wondering what this means for Marketing with Meaning? Am I going to shut down this blog and Twitter feed? Hell no! In fact, the formation of Possible creates an even bigger, global platform for the movement that we launched here nearly three years ago. In our company description we affirm that Possible Worldwide “is a global agency that creates meaningful and measurable interactive marketing.” We’ll be taking this movement to more countries and more clients than we ever could have on our own.

As regular readers know, my personal mission is to make a dent in the universe by helping to lead a shift in marketing from interruption to meaning—with the aim of improving business results, doing more for people, and creating jobs that we love to come to in the morning. With this new agency and new role, I feel that achieving this mission is even more Possible.