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With insights from our members, speakers, and partners, we're joining the ongoing and exciting conversation about everything that goes in on our industry.

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  • 07 Feb 2011 8:39 PM | Deleted user
    The ad world, general public, and Twitter were going crazy about the Super Bowl ads from yesterday's game. So much so in fact, that many people probably actually missed the fact that there was a great football game on TV (congrats to Green Bay and Packers fans). 

    Many people and agencies have been dissecting the Super Bowl advertisements, so we figured we could help round off the analysis. Below are a some numbers compiled by Clearspring and AddThis.

    As you can see, a few core brands saw surges in their search results because of the Super Bowl. Black Eyed Peas led the way, but as for advertising brands, The VW Beetle and Xoom also showed positive search surges. Eminem is also in there for his appearances in Brisk and Chrysler ads.

    Chrysler (+1,300%) and PepsiMax (+900%) saw the biggest changes in total searches from the day before the Super Bowl to the day of the game. They were followed closely by and Doritos.

    Many brands saw a boost in shares during the Super Bowl. Audi, Thor and Android led the way, while Eminem (Brisk; Chrysler) and [Kim] Kardashian (Skechers) also experienced significant shares during the game.

    Finally, many of these same brands also saw a big rise in shares from the day before the Super Bowl to the day of. Most notably, PepsiMax saw its shares grow by about 3,250%, outpacing the competition. PepsiMax was followed by Super 8 (+1,700%), Carmax (1,100%) and Homeaway (+1000%).

    Also be sure to check out the results from Mullen and Radian 6's Brand Bowl, where Chrysler took the title of overall winner with more than 32,500 tweets and a positive sentiment rating of +16.5%.

    For further Super Bowl commentary and discussion, follow The Ad Club on Twitter, and also look for Allen & Gerritsen's insights on #AGInsight.
  • 04 Feb 2011 8:24 PM | Deleted user
    Unless you live under a rock, you are by now aware that the Super Bowl is this Sunday. Perhaps more exciting than the actual game itself (I mean really, no Patriots?) is the advertising that will take place in between all the football action. And you better believe that advertising people and agencies have been taking notice.

    Conover Tuttle Pace's Executive Creative Director Grant Pace weighed in on what it is like to advertise during the Super Bowl, calling it the "industry's finest hour."

    Now, if you want to follow along with the ads in real-time, you're also in luck!

    Allen & Gerritsen is running a mobile voting service that will allow viewers to weigh in on their favorite (or least-favorite) commercials, and provide valuable feedback. Be sure to follow @allengerritsen on Twitter for live updates as well.

    The Boston Globe has partnered with ad agency Mullen and social media monitoring service, Radian 6, to bring Brand Bowl to Super Bowl XLV. Brand Bowl will allow viewers to vote on their favorite ads of the Super Bowl by advertiser. You can always join the conversation on Twitter as well by using the #BrandBowl hashtag.

    Don't forget to check back in on Monday to The Ad Club Blog to find out which were our favorite ads, and which ads were the most successful.

  • 04 Feb 2011 8:00 PM | Deleted user
    Editor's Note: This blog post was written by The Ad Club's Event Coordinator, Laura Kinson.

    I’m two weeks in and am ecstatic about everything that’s been going on and overwhelmed by everything that I have to learn. Coming on as The Ad Club’s Event Coordinator, I had had some event planning experience in the Boston and Los Angeles areas; however, almost all of this was done with a committee or at least a few other interns to share the burden. 

    Diving into the laundry list of tasks to pull off a successful event on my own has definitely been something to get used to. On the one hand there’s the advantage of being the only point person for vendors so that I know everything that’s going on. On the other, though, it means a lot of follow-up emails and calls, filing of invoices in our budget, and so much more that I’m used to having a team to handle.

    So far the best part about working for The Ad Club is the team. Everyone in the
    office (all eight of them) has been unbelievably helpful and completely open to my silly questions. They’ve hardly made it seem like I’m “the new kid” at all! Sharing my
    sense of humor and love of sandwiches, they all also have the same New England work ethic I’m so proud of, so the fit has been flawless.

    Our next big events that I’m working on include the Women’s Leadership Forum,
    Opening Day, a yet-to-be-named retail event, and The Rosoff Awards. It’s surprised
    me how far in advance we have to think about the rest of the year, though, because
    I’m also already seeking out venues for Branded in Boston, Media Innovation Day,
    and Hatch! Running around the city finding potential venues and introducing myself to every event manager I can find has been such a fun experience, and not one I see ending anytime soon.

    The smaller events we hold like CMO Breakfasts and Clinked In have given me a
    really good snapshot into The Ad Club’s membership and has encouraged a deeper
    interest in the New England-area communications industry. As a recent Emerson College grad I got the chance to meet and shmooze with some industry execs, and now working at The Ad Club gives me even more opportunities to get to know those same people, this time as a colleague rather than as a student!

    My expectations have been nicely met, if not exceeded, so far, and I’m eagerly
    anticipating being a part of the rest of The Ad Club’s year.

    Keep up to date with our upcoming events and news on Twitter by following the hashtags #AdClub and #AdClubWLF.
  • 30 Jan 2011 2:03 AM | Deleted user

    Like many new media strategists, due to geographic complications, I was left with no option but to watch Hill Holliday’s #TVNext event from my kitchen table via UStream. Despite not being there in person, the Twittersphere was abuzz with the #TVNext hashtag, with some truly insightful conversation taking place online. It was quite the show.

    For those who missed out, #TVNext was an event that brought together some of the biggest names in the future of television – representatives from GoogleTV, Microsoft/Xbox, Boxee, TiVo, Roku, and more – for a day of discussing the new television landscape and its future.

    One panel in particular caught my attention, and that was the second panel (of three) about television getting connected. This panel was moderated by Hill Holliday’s Mike Proulx, with speakers Greg Rivera of Xbox/Microsoft, Andrew Kippen of Boxee, Tara Maitra of TiVo, Chas Smith of Roku, and Aaron McNally of GoogleTV.

    Below are some of the top points that I took away from the panel:

    • Connected TV devices are for everyone. They’re not just the early adopters. Years ago, we said that e-mail and social media would never become easily used by grandparents and late adopters, but here we are in 2011 and plenty of senior citizens are well-versed in the art of digital messaging.

    • User experience is the key. The debate over apps versus content can be set aside, because before connected television devices become simple and intuitive, reaching mainstream use will be incredibly difficult, as made evident by a very telling video from Hill Holliday.

    • Sponsorships work in the digital world. This has been tested and it turns out sponsorships in the digital world work just as well as those in the real world. Connected television sponsorship opportunities are an evolving space, and finding a way to integrate with content may become critical.

    • Marketers should not wait. Many marketers may sit back and watch this market evolve, perhaps waiting to see if a dominant player emerges. But this time around fragmentation will become the standard, and because it’s going to scale, marketers should hop on in.

    • People want to be served. Sure it’s great to be able to search for a specific program on a connected TV device, but what if this isn’t even necessary. What if the connected device could simply serve the consumer whatever it is that he or she is search for? The point here, is that people don’t always want to have to go hunting.

      Check out the #TVNext photos from Hill Holliday's Flickr:

  • 24 Jan 2011 7:36 PM | Deleted user

    Much has been made this past year of the rise in popularity of the Twitter hashtag. Often, Twitter hashtags are created, used rapidly but only in a short span of time – maybe just a day or two – and then fade into nothingness. Other hashtags sustain further longevity, although perhaps never becoming trending topics (a social media marketer’s dream come true). Either way, hashtags have proved their value (many brands even pay to have their hashtag be the number one trending topic), and are therefore worth examining.

    Without further ado, here is a core set of popular marketing, tech and Boston hashtags you should get to know:


    -       #MMchat – This stands for Marketing Monday Chat. It takes place around 5 p.m. ET (but really all day) every Monday. Participants use this opportunity to share the top marketing news from the weekend, speak with guest Tweeters, and discuss new marketing trends.

    -       #BrandChat – Take the opportunity to join #brandchat every Wednesday morning at 9 a.m. ET, and while you’re at it, follow the central #brandchat account, @brandchat for updates. Discussions rotate between topics including big business, non-profit brands, small business, personal brands, and all brands.

    -       #IMCchat – Integrated Marketing Chat gives Twitter users the opportunity to discuss trends in integrated marketing campaigns. Discussions often involve how to integrate components of new media into marketing campaigns.

    -       #Analytics – What’s a marketing campaign without a good set of analytics to understand the campaign’s performance? Follow along as the best minds in marketing take you through different methods for measuring campaign success.

    -       #Marketing, #Advertising – Don’t forget that there is always a running stream of people discussing marketing and advertising news with these hashtags. Try including them in some of your tweets for greater reach.

    Social Media & New Media:

    -       #SocialMedia – This is the obvious one. #SocialMedia is a widely used hashtag that allows participants to discuss anything and everything related to #socialmedia. Tweets often have to do with the performance of existing social platforms, emerging social platforms or social media marketing (also found at #SMM).

    -       #ESM – Taught by BIGfish founder, David Gerzof, #ESM is Emerson Social Media. Students and guests discuss the latest and greatest in social media trends, so be prepared to look for cutting edge trends and topics (disclosure: I am a former #ESM student).

    -       #LBS, #LBSchat, #4sqchat – Use these hashtags to discuss trends and information having to do with location-based services, or Foursquare more specifically for the latter. #LBSchat runs Thursday nights at 9 p.m. ET.

    -       #BlogChat, #Blog – These hashtags are for the avid bloggers out there. Things can get a bit techie from time to time, so be prepared to dig in. Remember, that it’s very often best to not only ask for advice, but to also answer other people’s questions.

    -       #Tech – This one’s pretty easy as well. People using this hashtag often want to discuss startups, entrepreneurs, investors, and things that apply to the tech world. There is often a heavy social media overlap.

    Networking for Young Professionals:

    -       #u30pro – This one is for young adults (under the age of 30, but who’s counting?) seeking advice on best practices in the professional world. This is also a fantastic way to network and find people with similar interests and drive. See also #GenYChat.

    -       #InternChat – This one is geared more towards the college audience, particularly those who are busy working their way up as interns. Topics revolve around how to find internships, open internship positions, and internship dos and don’ts.

    Boston-Specific Hashtags:

    -       #FutureM – Okay, so this one only happens for a given time period each year, but our friends over at MITX put together a terrific week of marketing events in and around Boston. This is definitely one to watch for in 2011.

    -       #AdClub – Shameless promotion – you can follow along and contribute to the discussion of any Ad Club event simply by using this hashtag. On that note, be sure to look out for #AdClubWLF, for our Women’s Leadership Forum in March.

    Now it’s your turn to weigh in. Which of the above hashtags you use? Let us know if there are any others that we missed!

  • 07 Jan 2011 8:10 PM | Deleted user

    Just about one week into the new year, and it’s already looking like there are some incredible happenings in marketing, advertising, business and technology that will make 2011 a year to remember.

    However, beyond that, no new year is complete without New Year’s resolutions. Our goals and resolutions for the coming year help to shape what we will do and who we will become over the next 12 months. With that, we figured it would be fun to highlight some of the New Year’s resolutions of The Ad Club staff. Happy 2011!

    Kathy Kiely – President:

    My personal New Year’s resolution is to entertain more at home. At work I am responsible for planning more than 25 events a year. In my free time I attend other people’s events, so the last thing I feel like doing is planning ahead for a dinner party! But I really miss cooking for people and just relaxing at home.

    My other New Year’s resolution completely negates the first one, and that is a resolution to get away from home more. I really have the desire to travel. I feel like I haven't planned an exciting trip in a really long time. I think 2011 may be the year I plan the trip back to Italy. But then there is that whole "save more money for college tuition resolution" that I should be making... Now I remember why I never make resolutions.

    Caleb Hutchings – Brand Ambassador:

    I want to revive the old tradition of Swimming Holes and make my to-do list. Learn to sail. I have my boat license, but the sailing coordination of Gilligan. Purchase a Harley. This 750cc nonsense must come to an end. Share the story and connect the neglected group of young bikers on my soon-to-be-launched blog.

    Swim in Thoreau's oasis – Walden Lake. Institute the Great Depression tradition of making huge, but cheap, meals and having all your friends over for dinner. Take a road trip that follows every destination of Diners, Drive-ins and Dives and Man Vs. Food. Use every weekend to make an adventure. The world could use some more pioneers.

    Kate McCabe – Director of Content:

    If you were to ask me what single item I couldn’t live without, I would automatically reply, my cell phone. I’m sure it’s the same for many people, especially when cell phones make it easier than ever to remain connected to friends, family, work, news, etc. It’s hyper-connectivity, and I’m addicted.

    I realized over my holiday break, that my desire to remain constantly in the know is interrupting valuable face time (real face time, not iPhone face time) I have with friends and family that I rarely get to see. While I may know what’s going on in their lives thanks to texting, e-mailing, Facebook, Twitter, Foursquare etc., that’s a very superficial means of staying “connected.” Somehow, even when I have the chance to hang with old friends or spend time with family, I still can’t shake the need to check my email, browse my news feeds, and rifle through the Twitter updates.

    I need to be better about putting my cell phone away, because catching up with friends in person is far more rewarding than staying connected through the various channels offered by my cell phone. Virtual connectivity isn’t a substitute for face-to-face, in-person connectivity. And my resolution is to be more aware of that distinction in 2011.

    Zach Cole – Social Media Director:

    My New Year’s resolution is to get back into running and exercising. I ran a half marathon in 2010, but after completing it, lacked the motivation to continue running on a regular schedule. I then fell into a busy work and school schedule and completely neglected exercise altogether. Therefore, in 2011 I aim to find myself a better balance between work and life, so that I can better allocate time to things that I need to be doing for my own sake – like exercise.

    As another goal for 2011, I plan to motivate other people around me. I believe that if I am able to motivate those around me, thereby surrounding myself with motivated people, their drive will inevitably rub off on me.

    John DeGray – Art Director:

    I hate to do it, but I’m going to have to go the cliché New Years resolution route.  I need to get exercise back into my life. Only two years ago I was in the best shape of my life competing in various Triathlons. Granted at the time I was not employed so I could devote three hours a day to spinning and running, but that’s just no longer the case. For two years now I have used work as excuse to not having the time. But no more! Which leads me to my second resolution….

    I need to figure out my work-life balance. I’ve created a little saying that it’s impossible to have a social life, exercise, and work, all at the same time, but I’m not buying it anymore. There must be a way and 2011 is the year I’m going to figure out how. My first goal is a solid step in the right direction; I just need to make sure I don’t replace my friends with the gym… Or make new friends at the gym…

  • 21 Dec 2010 4:02 PM | Deleted user

    This holiday season, if you’re anything like me, you’ll probably want to keep connected to your social graph, just like you would for the other 11 months of the year. However, there are certain things to consider before you go tweeting away at a holiday dinner party. Here are some tips to help you spread the holiday cheer through your social networks, without bothering those around you.

    1. Release from Real-Time Updates: Understand that the holidays are really about spending time with people – in person. Although it might be difficult, try cutting back on those real-time updates every three minutes. Twitter isn’t going anywhere, so you can wait until after the dinner has ended to begin tweeting again.

    2. Blog More: If you feel that you must make up for your lack of a Twitter presence, try blogging more. You can blog about how delicious that holiday feast was, what presents you hope to get, what presents you gave to others, etc. The list goes on and on. Blogging is smart because it leaves more long-term content for your social graph to come back to in order to find out what you’ve been up to.

    3. Make Digital Holiday Cards: Impress your family and friends with your digital skills by creating interactive and/or digital holiday cards. Avoid the custom, pre-designed ones that float around in abundance on the Web (those don’t show too much care or thought), but rather go for something original. You’re skills will be showcased in your work, and the recipients will enjoy the personalized touch.

    4. Social Traveling: There are plenty of ways to interact with your social graph while traveling. BostInnovation recently highlighted five Boston-built travel apps that allow you to tap into your social network for making travel plans. Additionally, when you do travel to cool places, be sure to check-in using whichever location-based service you prefer.

    5. Check In To Things: If you’re looking for a cool way to share your holiday activities with your social graph, try GetGlue. It allows you to check in to things, not places. For example, if you’re watching your favorite holiday movie or listening to a great holiday album, you can check in to those. You can also check in to your gifts after opening them.

    Now let’s hear from you. How will you be using social media to enhance your holiday season?

  • 17 Dec 2010 1:39 PM | Deleted user

    Recently, The Ad Club had the pleasure of hosting CMO Rob Weisberg of Zipcar for a discussion about Zipcar’s social media philosophies and practices. The presentation was a great success and included a number of key takeaways that go beyond the usual social media tips that we’ve come to know and love. Interestingly, many of these social media tips actually apply to individuals and businesses – proving once again that social media is a human practice.

    1. Be Entertaining:That’s right – if you are a social media marketer, your job is to entertain your audience. This is not to say that you need to dress up your brand and act ridiculously, but it is critical to create content that is fun and enjoyable. People should want to be genuinely interested in your opinions and thoughts. Zipcar has plenty of fun with its brand, as evidenced by the time they covered a Zipcar in candy canes.

    2. Commit: Valuable social media campaigns are not delegated to the one intern in the office. They are carefully planned marketing campaigns, and they should be treated as such. In the world of social media, you will only get out what you put in. Zipcar understands this and has invested in a full in-house social media team and works with some external agencies in order to make its social channels as efficient as possible.

    3. Spread Kindness:You know that guy at the office who always holds the elevator door, or gives up his chair when others are standing? People generally like him. Social media works the same way. Whether called for or not, acts of kindness in social media are noted and appreciated. Zipcar will at times surprise Zipcar users with gifts in the glove boxes and tips on location-based apps that lead Zipsters to the gifts.

    4. Integrate: Social media – for the time being at least – is not intended to be a replacement for traditional media and marketing practices. Rather, social media efforts should supplement other marketing materials so that both online and offline tactics work in harmony. Zipcar makes sure that it integrates the online and offline by creating content that can transcend media.

    5. Understand Your Brand: Everything communicates. Therefore it’s important to know what your brand stands for, and that every brand touchpoint properly communicates this core message. That goes for all marketing and social media efforts, and even consumers. Zipcar understands that its core members communicate a special something about the brand, and will therefore ask Zipcar users who do not play by the rules to leave. 

  • 08 Dec 2010 8:45 AM | Deleted user

    Remember those OxiClean ads with spokesman Billy Mays yelling incessantly at the camera, miraculously selling us cleaning products? Now remember how loud those ads were? There’s no doubt that Mays was a terrific salesman, but those ads – like many others – used loud volume to get our attention for better or for worse. I’m pretty sure I might be suffering from premature hearing loss as a result. Yikes!

    Congress thinks it’s a good idea to no longer startle unsuspecting television viewers, so they’re telling advertisers to CALM down. The Commercial Advertising Loudness Mitigation Act (CALM Act, for the acronym challenged) mandates the Federal Communications Commission to "prescribe a standard to preclude commercials from being broadcast at louder volumes than the program they accompany," according to AdAge. The bill was approved by Congress on Thursday, December 2, 2010 and will make its next stop with President Obama.

    The implications for the consumer here are clear – no longer will they have to worry about losing their hearing far ahead of schedule due to obnoxious advertisers. However, the implications for advertisers are far more exciting. The CALM act will require advertisers to become more creative and find new ways to gain their audience’s attention. More creative ads will lead to a more engaging viewer experience, and perhaps better ROI for the advertisers. If this is the case, everybody wins from the CALM Act. 

  • 29 Nov 2010 12:20 PM | Deleted user

    It wasn’t long ago that the Boston Red Sox won the 2004 World Series, defeating the Yankees on the way to a four-game sweep of the St. Louis Cardinals that ultimately lifted the Curse of the Bambino. Yes, 86 years of being the underdog were erased just like that. Or so we thought. The Red Sox went on to win the World Series again in 2007, all while the New England Patriots and Boston Celtics were experiencing tremendous success as well. However sports fans of Massachusetts still maintained an underdog mentality (particularly in relation to those pesky Yankees), despite having the best teams.

    This mentality is quite analogous to that of the marketing and technology leaders in Massachusetts pushing for innovation. Despite boasting many of the most intelligent minds in the world with a performance record to match, Massachusetts still maintains an underdog mentality, especially compared to New York City and San Francisco.

    Well, what do you know? Just last week BostInnovation reported on a study from the Kauffman Foundation that places Massachusetts atop the 2010 list of New Economy States – for the fifth consecutive year.

    This news comes after Boston was named the number one most innovative city in the world earlier this year, according to BWP. Massachusetts has been leading the pack when it comes to creating a sustainable economy based on five core factors: knowledge jobs, globalization, economic dynamism, transformation to a digital economy, and technological innovation capacity. According to the study, the top states “have a solid innovation infrastructure that fosters and supports technological innovation,” and feature above-average levels of entrepreneurship.

    Following Massachusetts in the rankings were Washington, Maryland, New Jersey and Connecticut. Major market cities such as New York and San Francisco, while surely driving innovation, were not enough to propel their respective states into the top five. So a message to all those who have helped Massachusetts reach and stay at number one – we are winners, and it’s about time we started acting like it.

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