Talk is cheap, actionable
insights are what we value

Front-loaded with interactive marketing sessions and ending with music anywhere and everywhere – the 30th edition of SXSW reinforced its status as the ultimate intersection of all things brand and culture. Official interactive, film and music tracks mixed with March Madness, the national party/holiday that is St. Patrick’s Day, and the leader of the free world. The effect was dizzying, but as we recover, our AJ team on the ground identified a few things that stuck with us from the marketing world’s most celebrated audience first experience.

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August Jackson recently had the privilege of attending the Southwest Airlines Culture Connection. We joined other great brands including UnderArmour, Novartis, Nestlé Purina and Dr Pepper Snapple, along with agency partners, to learn SWA’s secret to success. With a very intentional and specific Audience First approach, SWA builds its 
brand from the inside out by putting employee culture first to drive customer loyalty and business success. In this white paper, we outline a few of our key learnings from the event.

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Pharma brands have focused on the intermediary relationship with healthcare providers as the key to business success. In reality, diagnoses, prescriptions and procedures are still at the root of transactions; yet, it is critical for companies to understand that the role of its ultimate audience — the patient — has changed. Patients have more control over their dollars and decisions than ever before. In turn, companies have to adjust their strategy to go beyond share of wallet. With patients as consumers, they must capture not only share of mind, but share of heart as well.

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audience first

There’s nothing more gratifying than seeing an audience transform before your very eyes. It’s amazing to watch a single moment (often crafted weeks in advance) create the anticipated audience reaction. But often we can get so caught up in the messages we need to impart that we forget about the people receiving them — the audience — and the part their reaction plays in telling our story.

Audiences give meaning to message.

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