5. We’re a brand experience
agency.
We want to be the agency
admired for creating the world’s
most powerful and engaging
brand experiences… and for
building the most talked-about
experience brands.
40. • Read the Book of Jack.
• Watch our 2013 Agency
Kickoff.
• Review our brand
guidelines.
How to be a brand hero
41. • Set up your email
signature to be on brand.
• Create a Marketing Central
profile.
• Call us Jack, Jack Morton,
Jack Morton Worldwide,
not JM or JMW.
How to be a brand hero
42. • Bookmark the Jack Blog (and
consider contributing).
• Send us pictures of your
local office client work and
culture!
• Friend us on Facebook, tweet
@jackmorton, update your
LinkedIn.
How to be a brand hero
43.
44.
45.
46.
47.
48. Jack’s brand team
Cristina Calzadilla is responsible for PR, speaking and making
us famous. Brittany Selmi focuses on social media and digital.
Hannah Roodman focuses on project marketing, awards, CRM
and video. Prima Prasertrat is our senior developer and creative
technologist. Vicky Yates oversees PR for EMEA. Vicky Eimer is
our guru of all things Salesforce. Amanda Blackman splits her
time between generating white papers and NY creative. And I
get to lead the team and the brand.
Maybe you haven’t heard of us—but odds are you know our work. In May we did some pretty amazing things. We launched the new Lego Star Wars “Yoda Chronicles” with the largest LEGO model ever built and a campaign that spanned online and off. LEGO took over Times Square and trended on Twitter. https://www.youtube.com/watch?v=vcUiDVp91RI· We dared women to bare their skin for the first dip of the summer with Nivea’s “Dare to Dip” campaign in London. Over 32,000 women registered on the Facebook site for the 250 dipping slots.· We launched the game-changing, all-in-one entertainment system, Xbox One to press in Redmond and an online audience of over 8.45 million viewers--topping some of the most notable live stream records in history. https://www.youtube.com/watch?v=aq0gaRaDLlA· In Myanmar, we helped P&G celebrate its milestone six billionth liter of clean drinking water given to communities in need.· We partnered with Crystal Light Liquid and Zynga to create the world's largest Words With Friends game and a VIP experience with celebrity guest Jordan Sparks.· At a leading medical conference, we transformed Biosense Webster’s live exhibit into an interactive classroom demonstrating cutting-edge biotechnology.· We earned five Creativity awards for best in show animation and films for our clients, Ericsson, Dow, and the IVCA.· In Japan, we helped Wells Fargo engage its most important VIP audiences, demonstrating the brand’s commitment to growth in the Asian market.· The Bees Social Media Awards recognized our socially-driven Cotton 24-Hour Runway Show for the campaign’s integration of regional bloggers across the digital and live experience.
The most important thing to know about Jack Morton is that we’re true believers in the power of experience to connect brands and people in ways that transform business…
That belief in the power of experience comes from 3 core truths about the world we live in.
Number one: brands are verbs. We used to think of brands as nouns… logos, ads and so forth. But what people remember and act on are their interactions with your brand.
We know that experience—how your brand behaves—rules how people feel about your brand, and how they in turn behave. Every interaction, every experience, creates an impression—good or bad. The more you can optimize these interactions, the better your experience will be. We know from our research, for example, that 90% of people say experience is a top factor in determining what they buy and how loyal they are to brands. And experience is important to leadership.According to Bain’s research, 80% of companies’ leadership say they believe they deliver a superior experience. But… Just 8% of customers agreed.That’s a huge gap.So we see a huge need for what we do: orchestrate and improve how people experience your brand.
Second truth: people have never been so empowered to broadcast their brand experiences—good and bad—to the world. People are the most powerful ad medium today.
But people are an ad medium you need to empower—you need to give them something to talk about.You need to create experiences that fuel positive word of mouth—because according to our research (and others’) the biggest influence on people’s brand decisions is other people. That’s not just consumers. That’s employees. Partners. Anyone and everyone who influences your brand and business. We have a “brand2everyone” way of working that works hard to inspire all the people you need to be advocates for your brand.
And the third truth: technology has changed the way people experience brands.It’s changed the way we learn, connect, share, interact, buy. So—as a brand experience agency--technology is at the heart of every experience we create. But as much as technology is core to experience, we don’t define experience by technology. We define experience around people. Digital should leverage and enhance human behavior—not replace it. The best technology is invisible, it’s so perfectly matched to human behavior.
And that’s consistent with one of the most important things to understand today: there’s no longer a delineation between digital and real. Think about our own experience as consumers. We move seamlessly from digital to real, from screen to life. We don’t draw a distinction—nor should brands. Brands must think holistically about their experience as online, offline, above the line and through the line.And we believe this point of view makes us a better partner.A more holistic POV on digital leads to a stronger experience strategy.And a more holistic POV on experience leads to a stronger digital strategy.
So that’s how we see the world. How do we create experiences?We follow core principles of experience design that apply across media, audiences and touchpoints. We believe experiences shouldInvite participation. The experience should be simple, accessible, design-driven and not disruptive. Build it around the user. The experience should be relevant and customizable.Make it shareable. It should tap into technology as well as our primal human desire to share.Create community. Leverage the few to inspire the many. And perhaps most important make it useful. Add value to people’s lives.
Our brand has a human face. We’re named for a person (Jack—he was a good man). We’re bright and open, with a point of view and a sense of humor and optimism about the world and what we do. We know who we are; we’re creative and confident without being smug or snarky. We’re passionate believers in the power of experience and we know very well how much work it takes to make one. No experience appears from nowhere, sprung fully formed from some creative’s head, or spat out all glistening and shiny from an agency idea machine. Regardless of medium, however large or small, people had to make that experience, from scratch. Given all that…When we speak, you can hear a person talking. When we express ourselves, you can see our hands at work. Whatever our brand touches, leaves a mark: Jack was here.
Because we’re the agency for this moment in time. We’re the agency for now.We’ve been around for almost 75 years. But what we do has never been more relevant to business than it is now.And today there’s a lot of change in markets and media. With all that change, it’s tempting to go for the safe choice. We think that’s a mistake. These times demand that marketers and brands BE BRAVE. And we’re the agency for that.
