Cowboy Book
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Cowboy Book Presentation Transcript

  • 1. Why ? A You won’t find chaps or lassos in the office. And though some of us prefer wearing boots, it’s not a job requirement. As for guns... well, that depends on what time of the day you drop by. We’re not called Cowboy because of an affinity for leather. We’re Cowboy because we believe in moving past the frontier into the unknown with the Cowboy mentality of innovation, hard work, resourcefulness and fearlessness. Ella Fitzgerald was a cowboy. So were Albert Einstein, Gandhi, Walt Disney, Martin Luther King and Elvis. They had the guts to think for themselves, but more importantly, they simply went further and inspired those around them. It’s undeniable they created great brands for themselves. The kind of distinctive brands we build for our clients every day. A What is ? A We live in a different world that requires a different approach to advertising. Consumers these days are ultra savvy about marketing and choose brands who perform beyond the hype. By communicating the authentic values of a brand, we create a personality. One with real emotions and a genuine point of view that consumers aren’t forced to engage with, but choose to embrace. We speak. They respond. We dialogue. How do we do it? Well, that goes back to our unique agency evolution. What started out five years ago as a creative-driven dvertising interactive boutique has become a holistic solution to client’s needs. While many agencies have grown into the new media, we have grown out of it. It’s this inside-out philosophy that marries measurable consumer impact with award-winning consumer branding experience. We get it, and we get it done. advertising 1 A
  • 2. The Work. Read on for three examples of our latest client case studies. advertising 2 A
  • 3. The Challenge “I’m not only the president of Hair Club, I’m also a client.” Sure, we all remember Sy Sperling and those infamous com- mercials of the eighties. Not exactly the sexiest client to take on...or is it? After years of educating consumers about the ‘process’ and ‘technology’ surrounding hair restoration, Cowboy’s strategy was to infuse sex appeal and a bit of humor into the equa- tion to attract a younger male audience. We tackled this challenge with the one-two punch of online and offline com- munication that directed traffic to the Hair Club website; their portal for appointment sign-ups. The Positioning For a lot of men, a lack of hair is directly related to a sense of insecurity. “Experience More” simply means living with confidence. More romance, more success and more options. “More” is exactly what Hair Club has to offer. With over 30 years experience, more locations, more expert consultants, physicians and world-class stylists,. ‘Experience More’ is the Hair Club competitive advantage. The Results Hair Club launched their new website in January ‘07– their key driver for customer acquisition. After integrating the print campaign in men’s lifestyle magazines, Hair Club ex- perienced a 200% increase in online appointment sign-ups within the first month. advertising 3 A
  • 4. Website Redesign The first project we executed for Hair Club was the design and development of their new website. Instead of simply re-skinning the old framework, we presented them with a strategic blueprint for their communication goals. In tandem with the website construction, we created a styleguide and corporate standards package to be used in all the online and offline communications. The revamped Hair Club brand voice and aesthetic was implemented within every deliverable. Because the website was the > portal for 75% of all appointment leads, we designed the > experience to be visually seamless from offline to online and banner ad to website. > > These four images represent a storyboard for the Flash-based intro animation for the Hair Club website. advertising 4 A
  • 5. Print Ads - Male Lifestyle Magazine Focused The print ads featured here targeted a male acquistion in lifestyle magazines such as Playboy and Penthouse. The goal of these ads was to increase traffic to the website. –Mission accomplished. advertising 5 A
  • 6. Print Ads - Male Lifestyle Magazine Focused Cross-Promoted Viral Online Game Double Page Spread This double page print ad, which appeared in Penthouse magazine, was designed to parallel the ‘before’ and ‘after’ transformation between restoring hair and restoring confidence. We enlisted Penthouse Pet ‘Shay Laren’ to cross-promote HairClub.com on both the Penthouse website and the ‘Photo Hunt’ viral game. advertising 6 A
  • 7. Online Advertising - Direct Response and Email Acquisition 1 > 2 An integral part of the Hair Club marketing plan is direct response online media placement as well as targeted emal drops. The above ‘Flash’ based banner ads direct traffic to microsites (below) and landing pages for appointment sign-up. > > advertising 7 A
  • 8. ‘Viral’ Online Gaming Welcome Page Game Play Page The landing page and game dashboard above are part of a targeted online game initiative. ‘Photo Hunt’ is a game that challenges users to spot the differences within the ‘Before’ and ‘After’ photos. The one constant is ‘hair’ vs. ‘no hair’ and ‘no girl’ vs. ‘girl.’ Quite simple, really: get the hair, get the girl. We combined rich media ideas such as an edited verision of Hair Club long-format TV commercial, ‘Refer a Friend’ and complimentary wallpaper designs. We are seeding the game with the Playboy email database, Hair Club email database, gamer websites, blogs, Myspace and a variety of other channels. Various links direct traffic to an appointment sign-up landing page. advertising 8 A
  • 9. The Challenge How do you dust off a 135 year old company which is the global leader in energy and metals commodity futures? And, more importantly, can this be done in only 12 months? The Process We developed a brand identity and advertising campaign for The New York Mercantile Exchange to redefine their position of leadership. The campaign had to be strong enough to carry the brand through a management/ownership overhaul and platform change (from floor trading to electronic). To keep things uniform, we also overhauled their logo and global visual identity. Additionally, we created a campaign for the London exchange launch as NYMEX scaled up global business development—all within the same twelve month timeframe. Using extensive national market research among customers, management and traders (both internal and external), Cowboy developed a communications platform, positioning statement and tagline; ‘Vision is our greatest commodity.’ Once the core elements were developed, the campaign was extended from trade print to interactive communications and specialized consumer media. The Results Both the Exchange and campaign have been recognized by the financial media and advertising community as successfully delivering against a hefty challenge. The “Vision” campaign has been embraced internally and externally as achieving its goals. The platform of the campaign has proven strong enough to hold up under an intense level of international scrutiny. Brand recognition and message recall are both high and, as a result, we are currently applying the positioning to a broader, multinational media plan. advertising 9 A
  • 10. Global Brand Architecture > Original Corporate Identity Redesigned Corporate Identity advertising 10 A
  • 11. Brand Print Campaign Brand Launch Ads advertising 11 A
  • 12. Product Print Campaign Only one ma Reflect, refine, evolve. Only on Reflect, refine, evolve. IT TAKES UNPARALL Where metals become worth their weight. AS THE WORLD’S LARGEST ENERGY FUTURES EXCHANGE, NYMEX KNOWS THAT MARKET EVOLUTION IS TRUE PRICE DISCO IT TAKES UN INEVITABLE. IN ANTICIPATION, THE EXCHANGEFUTURES EXCHANGE, NYMEX KNOWS THAT MARKET EVOLUTION IS AS THE WORLD’S LARGEST ENERGY POSITIONS ITSELF ON THE CUTTING-EDGE OF PRODUCT Where metals become worth their weight. FUTURES PRICE IS TRUE PRICE DEVELOPMENT AND TECHNOLOGICAL SOLUTIONS—REFINING THE TRADING PROCESS AND BOLSTERINGPRODUCT INEVITABLE. IN ANTICIPATION, THE EXCHANGE POSITIONS ITSELF ON THE CUTTING-EDGE OF PREMIER EXCHANGE FUTURES PR RISK MANAGEMENT OPPORTUNITY IN A WORLD OF PERPETUAL CHANGE, REFLECT ON YOUR POSITION, . DEVELOPMENT AND TECHNOLOGICAL SOLUTIONS—REFINING THE TRADING PROCESS AND BOLSTERING PREMIER EXC REFINE YOUR STRATEGY AND OPPORTUNITY US.A WORLD OF PERPETUAL CHANGE, REFLECT ON YOUR POSITION, RISK MANAGEMENT EVOLVE WITH. IN , REFINE YOUR STRATEGY AND EVOLVE WITH US. , FOR FURTHER INFORMATION, PLEASE CALL 212-299-2301, E-MAIL MARKETING@NYMEX.COM, OR VISIT WWW.NYMEX.COM FOR FURTHER INFORMATION, PLEASE CALL 212-299-2301, E-MAIL MARKETING@NYMEX.COM, OR VISIT WWW.NYMEX.COM FOR FURTHER INFORMATION, PLEASE CALL 212-299-2301, E-MAIL MARKETING@NYMEX.COM, OR VISIT WWW.NYMEX.COM FOR FURTHER INFORMATION, PLEASE FOR FURTHER INFORMATION, PLEASE CALL 212-299-2301, E-MAIL MARKETING@NYMEX.COM, OR VISIT WWW.NYMEX.COM FOR FURTHER INFORMATION, Metals Product Ad Crude Oil Product Ad advertising 12 A
  • 13. Product Print Campaign 390503_Gold_MASTER 2/6/06 4:01 PM Page 1 Only one market price is the world benchmark. IT TAKES UNPARALLELED TRANSPARENCY, LIQUIDITY, AND TRADING VOLUME FOR TRUE PRICE DISCOVERY. THAT’S WHAT NYMEX DELIVERS. OUR COMEX ® GOLD FUTURES PRICE IS THE GLOBALLY ACCEPTED BENCHMARK, MAKING US THE PREMIER EXCHANGE FOR TRADING PRECIOUS METALS. FOR FURTHER INFORMATION, PLEASE CALL 212-299-2301, E-MAIL MARKETING@NYMEX.COM, OR VISIT WWW.NYMEX.COM Gold Product Ad European New Contract Ad advertising 13 A
  • 14. Marketing Collateral Product Brochures advertising 14 A
  • 15. Interactive Campaign > > Interactive CD-ROM Resource Library Web Banners (Flash Animation) Cowboy created an interactive CD-ROM for current and prospective NYMEX customers. This interactive library provided information on energy, metals, safeguards and standards, trading practices and protocols as well as key contact information for NYMEX. It was introduced by a video featuring the Exchange Chairman, James Newsome, and a :30 second TV spot created by Cowboy. advertising 15 A
  • 16. International TV > > > > NYMEX “Vision is our greatest commodity.” TV :30 VO: The future is upon us. Not the future with > > > flying cars and jet packs, but where the world of business becomes more efficient, more profitable, and more accessible. Where the real tools of progress lie on the desktop right in front of you. Where technology and experience work side-by- side. Evolution does not reward those who adapt first, but those who adapt best. Who can see beyond the present and embrace what lies ahead. While history is at the heart of the New York Mercantile Exchange, vision is our greatest commodity. LOGO/TAG: NYMEX. Vision is our great commodity. advertising 16 A
  • 17. The Challenge How do you cut through the dense digital fog of mobile media content providers to help launch a business to business company into the consumer world? Zingy is the third largest player in this space, offering content such as ring tones, wallpapers, games and applications to a 14-22 year old target audience. Cowboy’s two major objectives: • Drive customer acquisition and retention through 57-777 call to action and www.zingy.com. • Develop a brand idea that differentiated Zingy from the competition and created the foundation for a lifelong brand/ consumer relationship. The Barriers Not only was the market crowded with major players such as Jamster, but Zingy had the added challenge of living in the direct response category. How do you build a brand while pushing massive content? Cowboy tackled this problem by creating a campaign that progressively added content over time while developing a strong brand message via a direct response mechanism. The Process Although Zingy already had a functional website, it was merely an online catalogue of content and lacked a thorough brand personality. The Cowboy interactive and advertising teams worked side-by- side from the very beginning to ensure a cohesive brand look and functionality. The interactive advertising and branding concepts were also created during this time period. The Positioning From the start, Cowboy worked with Zingy to differentiate their brand and plant a flag in the ground for their future in the mobile media space. We understood that the quality of the content set them apart from their competitors and the ‘premium’ tonality of the ads had to erase a lot of baggage within the category. The ‘Get DFRNT’ tagline did just that. Positioning statement: You know that one thing that everybody has? The most popular thing on the block? That thing that reminds people of something they’ve heard or seen or experienced before? Now, imagine the exact opposite of that. Zingy.com Get Dfrnt. advertising 17 A
  • 18. Web Design + Relaunch Customer Acquisition Page Homepage Design Exclusive Content Promos (Flash Animation) advertising 18 A
  • 19. Consumer Print Campaign Launch ad targeted to male ‘suburban’ teens. Launch ad targeted to female ‘suburban’ teens. advertising 19 A
  • 20. Consumer Print Campaign Launch ad targeted to male ‘urban’ teens. Launch ad targeted to an ‘urban’ male, 17-22 years old. advertising 20 A
  • 21. Consumer Print Campaign Print ad targeted to ‘gamers.’ Print ad targeted to ‘urban’ males, 17-22 years old. advertising 21 A
  • 22. Interactive Campaign > > > Rich Media ‘Floating’ Banner (Skydiver moves from out of the banner and down the web page. Then back up, before type animation begins.) > > > > Flash Animation Banner advertising 22 A
  • 23. Web Viral Videos End tag: www.getdfrnt.com A landing page for Zingy content. These viral web videos were seeded during the summer months and complemented the print and interactive launches. These video links were sent via email, bulletin boards, MySpace community boards as well as a host of free online content venues, including YouTube, Adrants and Collegehumor.com. advertising 23 A
  • 24. Promotional Ads — Exclusively Licensed Content Zingy signed with Paramount Mister Cartoon, one of the Pictures to promote ‘Nacho most respected urban-minded Libre’ starring Jack Black. cultural icons in the country, The tie-in was a seamless teamed up with Zingy to connection to the dfrnt. brand promote his line of exclusive promise. The release of the mobile content. Cowboy movie and the launch of the conceived this ad with Zingy Zingy advertising campaign and Mister Cartoon to push commenced at the same time. authenticity and credibility to the target audience. advertising 24 A
  • 25. Interactive Showcase. We’ve been at the forefront of New Media for over six years now. It’s the backbone of what we do. This, combined with our strategy and creative excellence, is what sets us apart. advertising 25 A
  • 26. Interactive Showcase Save Your Money ‘Move out. Move up!’, ‘The Great Race’, Viral Campaign Internal Incentive Program Cowboy created this viral campaign initiative Cowboy created this interactive solution to push the Orange Mortgage product for ING for an internal knowledge development DIRECT. This micro-site was designed as an outlet program for the Global Transactions division for people who can identify with the horrors of of Citigroup. It engages the Citigroup renting. We identified 3 emotional tipping points employees with a fun way to learn a critical that motivate home buyers in the 25-35 year old new operations program while competing demographic: having a baby, moving in together for high scores and prizes. The internal and bad neighbors. Videos, games, tips and tools competition aspect of the game has proven were created to engage and push people to to be a very effective way to train and explore the ING DIRECT component. communicate change initiatives in the financial services industry. Homepage Homepage advertising 26 A
  • 27. Interactive Showcase “Hope” Campaign “Monster/ eBay Powerseller Website” A great example of an integrated, data-base Being a private healthcare facility comes with the solution. Monster asked Cowboy to combine stigma of being “for-profit” (and therefore pretty three portals into one database-driven site greedy) in the arena of public opinion. CTCA that instructed ‘eBay Powersellers’ on how seeks to eliminate government and university to build their small business into a much bureaucracy while trying to beat cancer. Our larger enterprise. Cowboy created rich media communications centered on that one crystal solutions such as the ‘One Click Ad Writer’ objective. We delivered a host of tools to get (figure 2). This allowed viewers to pull up pre- the message out to cancer patients, families of written resumes within specific categories, edit cancer patients, government officials and cancer and save them to their computer. The site also survivors. Quite simply, a great campaign for a featured instructional videos (figure 3) on how great cause. to use Monster.com in the most efficient way. advertising 27 A
  • 28. Historical Work. Not quite recent, pre-Cowboy stuff that still knocks our socks off. advertising 28 A
  • 29. Historical Reel | Television Miller Brewing Co. Miller Brewing Co. ESPN- The Life ESPN- The Life Coca-Cola DeBeers Pringles This showcase represents some outstanding work members of our creative department dreamed up (with the collaborative talent of creatives from former agencies) before starting Cowboy. Looking at our history only shows where we’re headed. advertising 29 A
  • 30. Print Portfolio This showcase represents some outstanding print work members of our creative department dreamed up (with the collaborative talent of creatives from former agencies) before starting Cowboy. We have a collective experience with some of the most prestigious brands in the world. advertising 30 A
  • 31. Capabilities + Philosophies Account Service Our Account Service department is the gatekeeper to good client relationships—the lifeblood of Cowboy. We immerse ourselves in your business without losing sight of our own. The fundamentals of good project management for Cowboy are simple; Expectations, Time and Money (ETM). Clearly communicating these three fundamentals on a routine basis takes the pressure off and keeps the agency/client relationship focused on succeeding in your category, not negotiating with your Agency. Account Services strategize, organize and coordinate the client/agency dialogues around brand strategy, competitive intelligence, emerging technologies and most importantly, the creative product. Brand Advertising Many agencies today can say they do everything, but few can say they do everything the way we do. All of our senior executives touch every piece of Print • business we develop. From conception to execution, our ability to integrate TV • Radio • disciplines seamlessly is the hallmark of our agency mission. We don’t wear Out of Home • multiple hats because we have to, but because it’s the best way to get things Viral/Media Neutral • done. From a branding position our creative standards are the best in the business with a pedigree of award-winning talents of like-minded people. Electronic Communication Interactive advertising was once the ugly stepchild of the happy, tried-and- true print/TV/radio family. Not any longer. We have been at the forefront of HTML and Rich Media • interactive communications with a five-year background working with clients E-Blast • such as ING DIRECT, Citigroup, King Pharmaceuticals and Novartis, just to Video on the Web • Web Design • name a few. We have put together a best-in-class team from around the world who work seamlessly with the advertising department from the beginning to make sure no stone is left unturned and every option utilized. Interactive Corporate Communication Good designers are a dime a dozen. Great designers who can strategize with Account the client, however, are a very rare breed. Our graphic designers all have an Design • Services understanding of brand-building combined with a passion for reinvention. They Sales Incentives • Collateral Materials • are the ones who put the polish on all the great ideas we put forward. From Advertising ETM Corporate logos, brochures to wild postings, they do it all. Communication Partnership-Based We are a media neutral creative agency that develops brands and ideas that Media Planning/Buying transcend the vehicle, by design. However, the media vehicle is a critical component of any campaign and anyone that tells you different is selling Media Planning, Buying and Campaign Maintenance • you something. We understand the importance of the partnership between Search Engine Marketing and Organic Search Optimization • creative and media, so we have allied ourselves with some of the most Marketing Planning and Strategy • respected media companies in the industry. They ensure that we have the Advertising Technology Consulting • appropriate knowledge to make our ideas become a reality, sharing both our Internet, Print, Broadcast and Alternative Media • views about what works and our approach to creating impact for our clients. Business to Business • It is this understanding that has helped Cowboy guarantee solid, seamless Consumer / Mass Market • client/agency interaction. advertising 31 A
  • 32. Executive Management Dana founded Cowboy with the purpose of Scott has been creating award-winning developing a client-focused, creatively driven advertising for the past 16 years at some of organization. Dana always puts the client in the most creative advertising agencies in the the center of the business and has extensive country such as Fallon and Wieden + Kennedy. knowledge in the financial services arena His work has been recognized with all the working with ING DIRECT, NYMEX, Citigroup, major international advertising awards such Acala Partners and others. In addition to as a Gold Lion at the Cannes Film Festival, One the financial industry, Dana focuses on Show, D&AD and the Clios. other highly regulated industries including After Fallon, he spent two years working with pharmaceuticals. Russell Simmons at RUSH Media, helping Dana Farbo Scott Davis Before founding Cowboy, Dana was Vice shape popular culture and close the gap CEO Executive Creative Director President of Client Services for Nethod LLC, between Madison and Vine, collaborating with a Euro RSCG Company. One of his primary such Platinum recording artists as Ja Rule. responsibilities was to help American The results were successful campaigns for Home Products companies achieve global Coca-Cola and HBO. leadership in interactive marketing. Scott’s experience is as varied as the industry Awards for Dana’s work include the London is wide, working with clients such as Miller International Advertising Award, an Effie and Lite, ESPN, DeBeers, Smirnoff, Wall Street a Mobius. Journal, Procter and Gamble, United Airlines Dana’s focus the past 8 years has been and Kodak just to name a few. building businesses in the underdeveloped Scott would love to tell you how he loves to internet landscape. Dana’s management hike, sculpt and fashion racing boats out of style is simple. Hire the best people to do the expensive ivory. As creative as that may work and then create the best environment sound, it’s untrue. He does, however, fancy to allow it to grow. Dana is the one wearing himself a talented photographer. Cowboy boots in the office and lives by the idea that ‘once a cowboy, always a cowboy.’ advertising 32 A
  • 33. 27 West 20th Street Suite 901 New York, NY 10011 646.442.4494 Fax: 212.691.6584 advertising 33 A