Tag Archives: Cramer-Krasselt

AZ Big Media honors Most Influential Women

azbigmedia_mostinfluentialwomen_srp2014-001
azbigmedia_mostinfluentialwomen_srp2014-001
azbigmedia_mostinfluentialwomen_srp2014-081
azbigmedia_mostinfluentialwomen_srp2014-081
azbigmedia_mostinfluentialwomen_srp2014-082
azbigmedia_mostinfluentialwomen_srp2014-082
azbigmedia_mostinfluentialwomen_srp2014-083
azbigmedia_mostinfluentialwomen_srp2014-083
azbigmedia_mostinfluentialwomen_srp2014-084
azbigmedia_mostinfluentialwomen_srp2014-084
azbigmedia_mostinfluentialwomen_srp2014-086
azbigmedia_mostinfluentialwomen_srp2014-086
azbigmedia_mostinfluentialwomen_srp2014-002
azbigmedia_mostinfluentialwomen_srp2014-002
azbigmedia_mostinfluentialwomen_srp2014-003
azbigmedia_mostinfluentialwomen_srp2014-003
azbigmedia_mostinfluentialwomen_srp2014-004
azbigmedia_mostinfluentialwomen_srp2014-004
azbigmedia_mostinfluentialwomen_srp2014-005
azbigmedia_mostinfluentialwomen_srp2014-005
azbigmedia_mostinfluentialwomen_srp2014-006
azbigmedia_mostinfluentialwomen_srp2014-006
azbigmedia_mostinfluentialwomen_srp2014-007
azbigmedia_mostinfluentialwomen_srp2014-007
azbigmedia_mostinfluentialwomen_srp2014-008
azbigmedia_mostinfluentialwomen_srp2014-008
azbigmedia_mostinfluentialwomen_srp2014-009
azbigmedia_mostinfluentialwomen_srp2014-009
azbigmedia_mostinfluentialwomen_srp2014-010
azbigmedia_mostinfluentialwomen_srp2014-010
azbigmedia_mostinfluentialwomen_srp2014-011
azbigmedia_mostinfluentialwomen_srp2014-011
azbigmedia_mostinfluentialwomen_srp2014-012
azbigmedia_mostinfluentialwomen_srp2014-012
azbigmedia_mostinfluentialwomen_srp2014-013
azbigmedia_mostinfluentialwomen_srp2014-013
azbigmedia_mostinfluentialwomen_srp2014-014
azbigmedia_mostinfluentialwomen_srp2014-014
azbigmedia_mostinfluentialwomen_srp2014-015
azbigmedia_mostinfluentialwomen_srp2014-015
azbigmedia_mostinfluentialwomen_srp2014-016
azbigmedia_mostinfluentialwomen_srp2014-016
azbigmedia_mostinfluentialwomen_srp2014-017
azbigmedia_mostinfluentialwomen_srp2014-017
azbigmedia_mostinfluentialwomen_srp2014-018
azbigmedia_mostinfluentialwomen_srp2014-018
azbigmedia_mostinfluentialwomen_srp2014-020
azbigmedia_mostinfluentialwomen_srp2014-020
azbigmedia_mostinfluentialwomen_srp2014-019
azbigmedia_mostinfluentialwomen_srp2014-019
azbigmedia_mostinfluentialwomen_srp2014-021
azbigmedia_mostinfluentialwomen_srp2014-021
azbigmedia_mostinfluentialwomen_srp2014-079
azbigmedia_mostinfluentialwomen_srp2014-079
azbigmedia_mostinfluentialwomen_srp2014-022
azbigmedia_mostinfluentialwomen_srp2014-022
azbigmedia_mostinfluentialwomen_srp2014-023
azbigmedia_mostinfluentialwomen_srp2014-023
azbigmedia_mostinfluentialwomen_srp2014-024
azbigmedia_mostinfluentialwomen_srp2014-024
azbigmedia_mostinfluentialwomen_srp2014-025
azbigmedia_mostinfluentialwomen_srp2014-025
azbigmedia_mostinfluentialwomen_srp2014-026
azbigmedia_mostinfluentialwomen_srp2014-026
azbigmedia_mostinfluentialwomen_srp2014-027
azbigmedia_mostinfluentialwomen_srp2014-027
azbigmedia_mostinfluentialwomen_srp2014-028
azbigmedia_mostinfluentialwomen_srp2014-028
azbigmedia_mostinfluentialwomen_srp2014-029
azbigmedia_mostinfluentialwomen_srp2014-029
azbigmedia_mostinfluentialwomen_srp2014-030
azbigmedia_mostinfluentialwomen_srp2014-030
azbigmedia_mostinfluentialwomen_srp2014-031
azbigmedia_mostinfluentialwomen_srp2014-031
azbigmedia_mostinfluentialwomen_srp2014-032
azbigmedia_mostinfluentialwomen_srp2014-032
azbigmedia_mostinfluentialwomen_srp2014-033
azbigmedia_mostinfluentialwomen_srp2014-033
azbigmedia_mostinfluentialwomen_srp2014-034
azbigmedia_mostinfluentialwomen_srp2014-034
azbigmedia_mostinfluentialwomen_srp2014-035
azbigmedia_mostinfluentialwomen_srp2014-035
azbigmedia_mostinfluentialwomen_srp2014-036
azbigmedia_mostinfluentialwomen_srp2014-036
azbigmedia_mostinfluentialwomen_srp2014-037
azbigmedia_mostinfluentialwomen_srp2014-037
azbigmedia_mostinfluentialwomen_srp2014-038
azbigmedia_mostinfluentialwomen_srp2014-038
azbigmedia_mostinfluentialwomen_srp2014-039
azbigmedia_mostinfluentialwomen_srp2014-039
azbigmedia_mostinfluentialwomen_srp2014-040
azbigmedia_mostinfluentialwomen_srp2014-040
azbigmedia_mostinfluentialwomen_srp2014-041
azbigmedia_mostinfluentialwomen_srp2014-041
azbigmedia_mostinfluentialwomen_srp2014-042
azbigmedia_mostinfluentialwomen_srp2014-042
azbigmedia_mostinfluentialwomen_srp2014-044
azbigmedia_mostinfluentialwomen_srp2014-044
azbigmedia_mostinfluentialwomen_srp2014-045
azbigmedia_mostinfluentialwomen_srp2014-045
azbigmedia_mostinfluentialwomen_srp2014-046
azbigmedia_mostinfluentialwomen_srp2014-046
azbigmedia_mostinfluentialwomen_srp2014-047
azbigmedia_mostinfluentialwomen_srp2014-047
azbigmedia_mostinfluentialwomen_srp2014-048
azbigmedia_mostinfluentialwomen_srp2014-048
azbigmedia_mostinfluentialwomen_srp2014-049
azbigmedia_mostinfluentialwomen_srp2014-049
azbigmedia_mostinfluentialwomen_srp2014-050
azbigmedia_mostinfluentialwomen_srp2014-050
azbigmedia_mostinfluentialwomen_srp2014-052
azbigmedia_mostinfluentialwomen_srp2014-052
azbigmedia_mostinfluentialwomen_srp2014-053
azbigmedia_mostinfluentialwomen_srp2014-053
azbigmedia_mostinfluentialwomen_srp2014-054
azbigmedia_mostinfluentialwomen_srp2014-054
azbigmedia_mostinfluentialwomen_srp2014-056
azbigmedia_mostinfluentialwomen_srp2014-056
azbigmedia_mostinfluentialwomen_srp2014-060
azbigmedia_mostinfluentialwomen_srp2014-060
azbigmedia_mostinfluentialwomen_srp2014-062
azbigmedia_mostinfluentialwomen_srp2014-062
azbigmedia_mostinfluentialwomen_srp2014-063
azbigmedia_mostinfluentialwomen_srp2014-063
azbigmedia_mostinfluentialwomen_srp2014-064
azbigmedia_mostinfluentialwomen_srp2014-064
azbigmedia_mostinfluentialwomen_srp2014-065
azbigmedia_mostinfluentialwomen_srp2014-065
azbigmedia_mostinfluentialwomen_srp2014-066
azbigmedia_mostinfluentialwomen_srp2014-066
azbigmedia_mostinfluentialwomen_srp2014-068
azbigmedia_mostinfluentialwomen_srp2014-068
azbigmedia_mostinfluentialwomen_srp2014-069
azbigmedia_mostinfluentialwomen_srp2014-069
azbigmedia_mostinfluentialwomen_srp2014-071
azbigmedia_mostinfluentialwomen_srp2014-071
azbigmedia_mostinfluentialwomen_srp2014-072
azbigmedia_mostinfluentialwomen_srp2014-072
azbigmedia_mostinfluentialwomen_srp2014-073
azbigmedia_mostinfluentialwomen_srp2014-073
azbigmedia_mostinfluentialwomen_srp2014-074
azbigmedia_mostinfluentialwomen_srp2014-074
azbigmedia_mostinfluentialwomen_srp2014-080
azbigmedia_mostinfluentialwomen_srp2014-080
azbigmedia_mostinfluentialwomen_srp2014-075
azbigmedia_mostinfluentialwomen_srp2014-075
azbigmedia_mostinfluentialwomen_srp2014-076
azbigmedia_mostinfluentialwomen_srp2014-076
azbigmedia_mostinfluentialwomen_srp2014-082
azbigmedia_mostinfluentialwomen_srp2014-082
azbigmedia_mostinfluentialwomen_srp2014-077
azbigmedia_mostinfluentialwomen_srp2014-077
azbigmedia_mostinfluentialwomen_srp2014-079
azbigmedia_mostinfluentialwomen_srp2014-079
azbigmedia_mostinfluentialwomen_srp2014-084
azbigmedia_mostinfluentialwomen_srp2014-084
azbigmedia_mostinfluentialwomen_srp2014-078
azbigmedia_mostinfluentialwomen_srp2014-078
azbigmedia_mostinfluentialwomen_srp2014-083
azbigmedia_mostinfluentialwomen_srp2014-083
azbigmedia_mostinfluentialwomen_srp2014-004
azbigmedia_mostinfluentialwomen_srp2014-004
azbigmedia_mostinfluentialwomen_srp2014-006
azbigmedia_mostinfluentialwomen_srp2014-006
azbigmedia_mostinfluentialwomen_srp2014-007
azbigmedia_mostinfluentialwomen_srp2014-007
azbigmedia_mostinfluentialwomen_srp2014-008
azbigmedia_mostinfluentialwomen_srp2014-008
azbigmedia_mostinfluentialwomen_srp2014-009
azbigmedia_mostinfluentialwomen_srp2014-009
azbigmedia_mostinfluentialwomen_srp2014-011
azbigmedia_mostinfluentialwomen_srp2014-011
azbigmedia_mostinfluentialwomen_srp2014-012
azbigmedia_mostinfluentialwomen_srp2014-012
azbigmedia_mostinfluentialwomen_srp2014-013
azbigmedia_mostinfluentialwomen_srp2014-013
azbigmedia_mostinfluentialwomen_srp2014-015
azbigmedia_mostinfluentialwomen_srp2014-015
azbigmedia_mostinfluentialwomen_srp2014-016
azbigmedia_mostinfluentialwomen_srp2014-016
azbigmedia_mostinfluentialwomen_srp2014-017
azbigmedia_mostinfluentialwomen_srp2014-017
azbigmedia_mostinfluentialwomen_srp2014-037
azbigmedia_mostinfluentialwomen_srp2014-037
azbigmedia_mostinfluentialwomen_srp2014-038
azbigmedia_mostinfluentialwomen_srp2014-038
azbigmedia_mostinfluentialwomen_srp2014-054
azbigmedia_mostinfluentialwomen_srp2014-054
azbigmedia_mostinfluentialwomen_srp2014-056
azbigmedia_mostinfluentialwomen_srp2014-056
azbigmedia_mostinfluentialwomen_srp2014-060
azbigmedia_mostinfluentialwomen_srp2014-060
azbigmedia_mostinfluentialwomen_srp2014-063
azbigmedia_mostinfluentialwomen_srp2014-063
azbigmedia_mostinfluentialwomen_srp2014-078
azbigmedia_mostinfluentialwomen_srp2014-078

They are the best business minds in Arizona. They are innovators, trailblazers and leaders of men.

They are Az Business magazine’s Most Influential Women in Arizona Business for 2014, as selected by the editorial team at Az Business magazine and a panel of industry experts. The Most Influential Women were honored Thursday at a reception at The Venue in Scottsdale.

“While their resumes and career paths may differ, the women we selected have all procured influence in their respective fields through hard-earned track records of profitability, business ethics and leadership,” said AZ Big Media Publisher Cheryl Green. “Az Business magazine is proud to congratulate the women who earned the right to call themselves one of the Most Influential Women in Arizona Business. They are changing the face of Arizona business.”

The women selected to this prestigious list for 2014 are:

Nazneen Aziz, Ph.D, senior vice president and chief research officer, Phoenix Children’s Hospital
Trish Bear, president and CEO, I-ology
Dr. Amy Beiter, president and CEO, Carondelet St. Mary’s Hospital and Carondelet Heart & Vascular Institute
Janet G. Betts, member, Sherman & Howard
Kristin Bloomquist, executive vice president and general manager, Cramer-Krasselt
Delia Carlyle, councilwoman, Ak-Chin Indian Community
Luci Chen, partner, Arizona Center for Cancer Care
Mary Collum, senior vice president, National Bank of Arizona
Kathy Coover, co-founder, Isagenix International
Janna Day, managing partner, Brownstein Hyatt Farber Schreck
Karen Dickinson, shareholder, Polsinelli
Michele Finney, CEO, Abrazo Health
Susan Frank, CEO, Desert Schools Federal Credit Union
Leah Freed, managing shareholder, Ogletree Deakins
Deborah Griffin, president of the board of directors, Gila River Casinos
Mary Ann Guerra, CEO, BioAccel
Deb Gullett, senior specialist, Gallagher & Kennedy
Diane Haller, partner, Quarles & Brady
Maria Harper-Marinick, executive vice chancellor and provost, Maricopa Community Colleges
Catherine Hayes, principal, hayes architecture/interiors inc.
Camille Hill, president, Merestone
Chevy Humphrey, president and CEO, Arizona Science Center
Heidi Jannenga, founder, WebPT
Kara Kalkbrenner, acting fire chief, City of Phoenix
Lynne King Smith, CEO, TicketForce
Joan Koerber Walker, CEO, Arizona Bioindustry Association
Karen Kravitz, president and head of conceptology, Commotion Promotions
Deb Krmpotic, CEO, Banner Estrella Medical Center
Jessica Langbaum, PhD, principal scientist, Banner Alzheimer’s Institute
Georgia Lord, mayor, City of Goodyear
Sherry Lund, founder, Celebration Stem Cell Centre
Teresa Mandelin, CEO, Southwestern Business Financing Corporation
Shirley Mays, dean, Arizona Summit Law School
Ann Meyers-Drysdale, vice president, Phoenix Mercury and Phoenix Suns
Marcia L. Mintz, president, John C. Lincoln Health Foundation
Martha C. Patrick, shareholder, Burch & Cracchiolo, P.A.
Stephanie J. Quincy, partner, Steptoe & Johnson
Barb Rechterman, chief marketing officer, GoDaddy
Marian Rhodes, senior vice president, Arizona Diamondbacks
Joyce Santis, chief operating officer, Sonora Quest Laboratories
Gena Sluga, partner, Christian Dichter & Sluga
Beth Soberg, CEO, UnitedHealthcare of Arizona
Scarlett Spring, president, VisionGate
Patrice Strong-Register, managing partner, JatroBiofuels
Sarah A. Strunk, director, Fennemore Craig, P.C.
Marie Sullivan, president and CEO, Arizona Women’s Education & Employment
Nancy K. Sweitzer, MD, director, UA’s Sarver Heart Center
Dana Vela, president, Sunrise Schools and Tots Unlimited
Alicia Wadas, COO, The Lavidge Company
Ginger Ward, CEO, Southwest Human Development

In addition to the Most Influential Women in Arizona Business, Az Business also selects five “Generation Next” women who are making an impact on Arizona, even though they are less than 40 years old. Those women selected for 2014 are:

Anca Bec, 36, business development officer, Alliance Bank of Arizona
Alison R. Christian, 32, shareholder, Christian Dichter & Sluga, P.C.
Jaime Daddona, 38, senior associate, Squire Patton Boggs
Nancy Kim, 36, owner, Spectrum Dermatology
Jami Reagan, 35, owner, Shine Factory Public Relations

To select the best and brightest women to recognize each year, the editor and publisher of Az Business magazine compile a list of almost 1,000 women from every facet of Arizona’s business landscape — banking, law, healthcare, bioscience, real estate, technology, manufacturing, retail, tourism, energy, accounting and nonprofits. Once that list is compiled, we vet the list, narrow it down to about 150 women who we feel are most deserving, and then submit the list to 20 of their peers — female leaders from a variety or industries — and ask them to vote. If they want to vote for someone whose name is not on the list of those submitted for consideration, voters are invited to write in the names of women who they think deserve to members of this exclusive club.

Az Business also does not allow a woman to appear on the list most than once.

kristin_bloomquist

Krtistin Bloomquist – Most Influential Women in Arizona Business

Krtistin BloomquistExecutive Vice President and General Manager, Cramer-Krasselt
In addition to leading C-K’s Phoenix office, Bloomquist, a blue-chip veteran of the advertising and marketing industry, is responsible for developing the network’s digital production team.

Greatest accomplishment: “I am incredibly proud to lead such a talented team. It’s a fortunate feeling to work among some of the best professionals in the business.”

Surprising fact: “I ride a Harley-Davidson three-wheel motorcycle.”

Most Influential Women in Arizona Business – Every year in its July/August issue, Az Business Magazine celebrates the amazing women who make an impact on Arizona business.

Click here to see all of the 2014 Most Influential Women.

Cramer-Krasselt adds national talent

Cramer-Krasselt, the nation’s second-largest independent integrated marketing agency, has added a bevy of talent with far-reaching national experience to its Phoenix team. Among the new hires is a digital strategy director, a digital art director and three account leaders.

Social media and digital marketing expert Leif Fescenmeyer, joins C-K as digital strategy director, coming to the agency from Leo Burnett Worldwide, where he worked with brands such as Proctor & Gamble, Nissan and Budweiser.

At C-K, Fescenmeyer will help launch a new over-the-counter heartburn relief product, in addition to handling digital and social media for a variety of local clients.

Joey Brandt also joined the agency as a digital art director, bringing a mix of corporate and agency experience to her role. Brandt will develop digital campaign elements including designing websites and banners, along with micro-sites and mobile applications for C-K clients.

In Account Management, Donna Crane-Rossi, Lauren Rust and Tessa Barrientos joined C-K as vice president/ account supervisor, and account executives, respectively. The new account managers bring a combined 20-plus years of experience in both agency and corporate settings.

Leif Fescenmeyer

Leif Fescenmeyer

Joey Brandt

Joey Brandt

Donna Crane-Rossi

Donna Crane-Rossi

Lauren Rust

Lauren Rust

Tessa Barrientos

Tessa Barrientos

advertising

Cramer-Krasselt Dominates 2014 ADDY Awards

The local advertising industry celebrated its version of the Oscars last weekend and Cramer-Krasselt dominated the competition with 18 awards, including two gold, five silver and 11 bronze honors for a wide range of clients.

Hosted by the Metro Phoenix Chapter of the American Advertising Federation, the annual ADDY Awards honor advertising excellence in print, radio, television, digital, out-of-home and other categories.

A record 500 entries were evaluated by a distinguished panel of judges representing the nation’s top advertising and integrated marketing agencies.

“Our work is based on the idea that the brand with the most friends wins,” said Ian Barry, C-K’s senior vice president and executive creative director. “We work tirelessly to uncover insights that not only help us create memorable work for a wide range of clients, but that also drive their businesses.”

Among C-K’s award-winning work was:

Arizona Science Center
(Out-Of-Home: Bronze Winner)
C-K extended its “Never Stop Wondering” campaign inside Arizona Science Center to ask questions about, well, everything.

Phoenix Coyotes
(Newspaper: Bronze Winner)
The “Hungrier than Ever” campaign conveyed new ownership’s commitment to the team and a renewed commitment to Phoenix Coyotes’ fans.

MGM Grand
(Consumer or Trade Publication: Silver Winner)
Print ads in high-profile publications such as Entertainment Weekly, Bon Appetit and Travel + Leisure underscored MGM Grand’s position as the ultimate entertainment authority in Las Vegas, with legendary events, along with world-class nightlife, dining and shows.

Monterey County Convention and Visitors Bureau
(Newspaper: Bronze and Silver Winner)
“Grabbing life by the moments” was the premise of a new campaign for Monterey County Convention and Visitors Bureau. The idea was to highlight the amazing moments visitors can experience in Monterey, layered with the destination’s carpe diem attitude toward life.

Salt River Project (TV: Bronze and Silver Winner)
It feels good to save money and energy. This campaign brings that good feeling to life with light-hearted and exaggerated scenarios in TV, online, radio, and print. C-K also worked to secure specific media placements that align with “feel good” moments.

Valley Toyota Dealers (TV: Bronze, Silver and Gold Winner)
Eight years and still going strong, C-K’s “Pat” campaign for Valley Toyota Dealers took the quirky spokesperson’s antics to a new level, while driving robust vehicle sales.

Cramer-Krasselt hires new creative director

Advertising veteran Matt Sicko, who spent nearly two decades propelling brands ranging from Jeep and Mazda to Iams Pet Food and Lowe’s Home Improvement Warehouse, has joined Cramer-Krasselt as creative director.

In his new role, Sicko will help bring integrated campaigns to life for C-K’s local and national clients, including Phoenix Coyotes, Valley Toyota Dealers Association and Monterey County Convention and Visitors Bureau, among others.

Sicko hails from Michigan, where he spent more than 13 years at advertising heavyweights BBDO Detroit, Doner and FCB Detroit developing creative campaigns for a plethora of automotive, retail and outdoor products brands.  Most recently, he served as associate creative director and senior copywriter at a Sacramento-based advertising agency working on Duraflame, Amtrak California and Sacramento Kings accounts.

Sicko is a graduate of Oakland University. His work has been showcased in the One Show Creative Showcase and Archive Magazine; he also is the recipient of some of the industry’s most prestigious awards, including Communication Arts Advertising Annual.

“Matt’s passion for creative is evidenced by his exceptional work,” said Ian Barry, C-K’s executive creative director. “We are thrilled to welcome someone of his caliber to C-K’s team.”

Kristin Bloomquist is executive vice president and general manager of the Phoenix office of independent marketing and communications agency Cramer-Krasselt.

Leveraging visual storytelling tools can boost business

According to the old adage, a picture is worth 1,000 words. But what about a six-second video? Or an impeccably curated pinboard?

A host of new photo and video-sharing platforms—and the evolving universe of digital devices that enable them—are opening up new opportunities for marketers to engage consumers. But like many forms of “new media” before them, apps like Instagram, Pinterest and Vine (Twitter’s six-second video app) demand that brands embrace new forms of communicating.

Facebook, YouTube and Twitter are now pillars of every brand’s social footprint, but it wasn’t so long ago that likes, shares, user-generated video and 140-character status updates were new to the brand lexicon. Now more than ever, the challenge for brands is to become fluent in the language of visual storytelling—from infographics to photography to short, simple videos.

Since its launch in January, Vine has attracted marketers such as GE, Target, Oreo and Marvel Entertainment (with the world’s first movie “teaser”), who are anxious to gain access to the app’s steadily growing base of 13 million users who share 12 million videos a day.

Not to be outdone, Facebook launched video capabilities on Instagram in June. Users can create and edit 15-second video clips, personalize them with the filters the app is famous for and then post to Instagram and Facebook. Putting this kind of functionality in the hands of Instagram’s 130 million users will only ignite interest in this kind of short-form video. But creating compelling content within this kind of time constraint can be challenging, to say the least.

So how do marketers make the most of these tools?

First, Be an Observer: Look (and listen) before you leap. How are other businesses in your category using the space? Are users already posting about your brand? What are the platform’s unique traits and tools? Vine and Instagram video in particular are still in their infancy. First movers may have the advantage, but if their approaches aren’t right for the brand or venue (see next point), they’ll do more harm than good. So first do your research.

Make It Contextual: These platforms demand a regular stream of engaging content—but make sure your approach is a strategic fit and appropriate for both your brand and the venue(s). Our work for Johnsonville offers a prime example, where we leverage each platform based on what it does best, all working in concert and with a common brand strategy – from the “Share Your #Bratshot” promotion on Instagram to daily Bratfirmations on Pinterest offering grilling quotes, wisdom and humor.

Make It Useful: Don’t just show up to the party – offer guests something of interest or value. Remember: these platforms attract a sought-after, tech-savvy audience that often shun more “traditional,” disruptive forms of marketing. Time spent curating an inspiration board on Pinterest, for instance, is “me” time—not “please bombard me with your brand message” time. Lowe’s strikes the right balance with its helpful how-to vignettes on Vine.

As revolutionary as they seem, these tools are just the tip of the iceberg. In this attention- starved, mobile-first world, marketers will have to become master visual storytellers and more, as new tools and technologies continually redefine how brands connect and communicate with consumers.

 

Kristin Bloomquist is executive vice president and general manager of the Phoenix office of independent marketing and communications agency Cramer-Krasselt.

LightRailQuestion

C-K Unveils Branding Campaign For Arizona Science Center

Have you ever wondered how one car can tie up traffic for miles or what causes that one wobbly wheel on a shopping cart? Arizona Science Center has the answers as it launches its new branding campaign – Never stop wondering.

Created pro-bono by Cramer-Krasselt, Never stop wondering is designed to ignite interest in science and stimulate the innate curiosity within people of all ages well beyond the confines of a classroom or museum by posing fun, thought-provoking questions about everyday things, places and scenarios. The campaign’s innovation is that the messages are incorporated into the medium in which they are presented. Appearing in unexpected places, including building rooftops, sidewalks and bathroom stalls, the questions will prompt people to find out more about the world around them.

The campaign launched on August 6 throughout the Valley, including display boards at shopping centers, on grocery carts at supermarkets and even Phoenix headquarters of major companies, many of which have volunteered their own space to help further the reach of the campaign. To date, sponsors include the Arizona Diamondbacks, APS and Desert Ridge Marketplace.

“Never stop wondering challenges Arizonans to be curious, ask questions and seek out answers about the workings of the world around them,” said Chevy Humphrey, president and CEO of Arizona Science Center. “The campaign brings to life our mission of inspiring, educating and entertaining people of all ages about science and reinforces our role as a vital resource for STEM (science, technology, engineering and mathematics) education.”

Most of the advertising will include a Quick Response (QR) code that will guide smartphone users to easy-to-understand video clips and text answers on Arizona Science Center’s website. Questions include everyday head-scratchers such as “Why do scary movies give you goose bumps?”, “How does the light rail stays on its tracks?” and “Why does your stomach growl when you’re hungry?”

“We are surrounded by technology and natural phenomena, yet many of us may not understand how or why these things work or occur,” said Ian Barry, SVP/executive creative director, C-K Phoenix. “By posing questions we’ve all pondered, we immediately engage with people and give them an approachable and fun way to experience science. Never stop wondering encourages people to reconsider the role of science in their lives and ultimately discover more at Arizona Science Center.”

“We are immensely grateful for the many generous corporate sponsors that will help share this inspirational message,” said Humphrey. “Ultimately, Arizona Science Center hopes to inspire a new generation to become leaders and innovators in science and technology.”

In addition to traditional and guerilla advertising, Arizona Science Center will host an ongoing series of experiments where Arizonans of all ages will have the chance to summon up their inner scientist and have a hand in seeing science first-hand. Details about the inaugural large-scale experiment will be announced later this month.