The art of the ask

Homesick

What A candle company with a unique mission: to bring you back to the places and memories through scent. Description Homesick was founded by the young entrepreneur Nate Schmiedehaus, and includes a line of scents reminiscent of destinations (think states, cities, countries) and moments (American Summer, Twenty Four, Winter Mantel, etc.) Why My best friend…

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Song Exploder

What A favorite music podcast where host Hrishikesh Hirway speaks with a musician and unpacks how one of their songs was made Description For Song Exploder‘s 200th episode Hrishikesh Hirway speaks with Yusuf / Cat Stephens as he describes his new 2020 version of hit Father and Son, originally released in 1970. Why This is…

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Do we Dare To Predict 2021

Beyond new resolutions and fresh mojo, I look forward to January for the forecasts. I get giddy to dive head first into Pinterest Predicts, Ford Forward, Pantone’s Color of the Year, and the hundreds of other corporate reports that take their best guesses at what’s coming in the new year.  But this year, I’m far…

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Athena Calderone

What Person, Interior Designer, Creative Director and much much more, Athena Calderone  Description “Armed with an eye for the unexpected, founder Athena Calderone created EyeSwoon as a form of visual expression, a place to transform ordinary life into a feast for the eyes. Through these creative journeys, EyeSwoon lifts the curtain on inspiring food, design…

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Fire Island, NY

What Place, Fire Island  Description A favorite blog, Escape Brooklyn, provides an excellent snapshot of this unique corner of the world: “Fire Island is a 31-mile barrier island just off the southern coast of Long Island. Its proximity to NYC–paired with picturesque beaches, cute neighborhoods, fabulous rental homes, and the radiant LBGT culture–make this a…

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Sibella Court

Who Person, Interior Designer, Sibella Court Description Arguable the most famous interior designer living in Australia. She’s the author of best selling design books including Imaginarium, Gypsy, Etcetera, The Stylist’s Guide to NYC, among others.  She’s also founded The Society Inc, where she describes her background — “With Sibella’s degree in History, her spaces &…

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Bar and Cocoa

What Food, Chocolate, Bar and Cocoa Description “Once you’ve tasted real chocolate, the other stuff just won’t do. So we made sure everyone could taste the difference.In 2015, we set out to make bean to bar chocolate easily accessible with a craft chocolate subscription service. After some success, we moved into e-commerce and retail to…

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Taos Roots Run Deep — A Brief History

3,000 BC: A Sacred Land over many Centuries  Permanent inhabitants first started farming in present-day Taos, New Mexico as early as 3,000 BC. Across the world, Egyptians were building the pyramids and city-states were forming in Mesopotamia.  1540: The Legend of Cibola – The Seven Cities of Gold   Europeans first visited the region now known…

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Quixotic

What historic word Definition kwuhk·saa·tuhk // 1. foolishly impractical, especially in the pursuit of ideals; 2. Capriciuos, unpredictable Roots “If you guessed that quixotic has something to do with Don Quixote, you’re absolutely right. The adjective quixotic is based on the [primary protagonist’s] name and has been used to describe unrealistic idealists since at least the early 18th century.”…

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Homebrewed Chia Tea

What Home essential, beverage Description This classic Trader Joe’s Spiced Chia Black Tea Concentrate includes notes of allspice, black pepper, cardamom, clove, cinnamon, ginger and a does of sweetness. It’s best served as a shot in boiling water with a dash of foamed hemp milk. Why When I tasted my first cup of true home-bred…

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Neville Johnson x iProspect Case Study

What British interior design company, Neville Johnson and creative agency, iProspect, came together to ask an intriguing question — what would Frida Kahlo’s bedroom look like if she were living in 2020? Description This ingenious PR campaign for Neville Johnson envisions how Kahlo, William Shakespeare, Queen Elizabeth I, and Coco Chanel would decorate their bedroom…

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Predicting Personal Taste

Netflix thinks it knows what movie I’ll want to watch next. Amazon thinks it can guess when I’ll need a refill on dishwasher soap. Wayfair is convinced I need new blue bar stools.  Most of these predictions miss the mark. Nevertheless AI is no doubt a fascinating and powerful technology. And if I had to…

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Justina Blakeney

What Designer, home goods Description “Blakeney is the founder and creative director of home décor brand, Jungalow and the author of The New Bohemians book series.” Justina Blakeney – about Why Layered bohemian-style interiors. Her series is on my wishlist of coffee table books.

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Appointed

What Company, paper goods Description “Proudly based in D.C. Appointed was founded in 2015 by way of a Kickstarter campaign. Suann Song—a graphic designer with a background in public relations and marketing, is the Founder and Chief Creative Officer of Appointed. Suann has always believed a beautiful work environment and the tools you surround yourself…

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Yonder Yoga

What Workout studios, hot yoga Description Yonder is an Atlanta based yoga company with studios in Buckhead, Old 4th Ward, and on the Westside. Class are very hot and challenge balance, strength and mental focus. The name of the studio, Yonder, means ‘a place you can see but have not reached.’ Why In every new…

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Wayne Thiebaud

What Artist, contemporary Description “Wayne Thiebaud was born in Mesa, Arizona in 1920, and his family soon moved to Los Angeles in 1921. Thiebaud’s characteristic work displays consumer objects such as pies and cakes as they are seen in drug store windows. Thiebaud uses heavy pigment and exaggerated colors to depict his subjects.” Breggruen Gallery…

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Becoming in 2021

Can we talk about character development?  I’ve always envied the people who continue to read ‘the classics’ after high school. The art history friend nannying in York that can quote David Copperfield, the art house cinephile you almost dated that can’t get enough of Philip Roth — these are the kinds of ‘bookish’ people I’m talking…

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Brining Relational Creativity Inside Companies

Influence  Find me a person that doesn’t want to be more influential.  But influence can take many forms. I recently came across what feels like a landmark HBR article, titled Understanding “People” People. The article speaks to four interpersonal dimensions that give someone persuasive power. One dimension in particular caught my eye: Relational Creativity.  Creative…

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Will 2020 be the decade of biomedicine

Trends and I are friends. I am always hunting for niche news publications and newsletters willing to make bold, informed asserts about what’s around the corner.  This morning, I finally signed up for Trends.co, a subscription-based extension of the geniusly entertaining and unexpected newsletter, The Hustle. In a particular article, the author detailed category trends…

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The future of healthcare creative

This paper explores the evolving dynamics between our healthcare industry and the health & wellness economy. Questions of exploration include: What kind of crossover exists between  healthcare and health & wellness marketing and offerings? What challenges and opportunities can agencies expect with healthcare clients? ––– We have a global health crisis on our hands–proving to be the…

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Synchrony Audience Development

Synchrony Financial is a credit and payment solution provider for consumers and businesses. Projects:  Enterprise-level: Business Decision Makers Personas  Vertical-specific: Retail, eCommerce, Tech, Auto & Home Audiences  Social-specific: Six audiences on Synchrony’s social media channels The Opportunity  With each new audience project, Giant Spoon teams helped Synchrony more effectively map messaging and business offerings to…

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YETI 2020 Planning

The Opportunity  Develop a product and communication rollout strategy – leveraging historic sales data, persona insights, and brand framework – to deliver on YETI’s core business goals for the first half of 2020.  Inner Workings  With answers to where, when and who to sell to, our team developed a tiered product rollout strategy. High sell,…

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YETI Audience Personas

The opportunity  Dementionalize YETI marketing targets into in-depth personas. Our goal was to identify how each persona reflected an opportunity to focus on different KPIs, push different products, and customize messaging to specific demographics.  Inner workings  Each persona was defined by the following elements:  A snapshot of essential demo and psychographics  Core cultural influences impacting…

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Building YETI’s Brand Ecosystem

Projects Communication Framework + Brand Voice  Audience Personas  Product Rollout & Capsule Collection Strategy  CSR platform and creative initiatives  The initial opportunity: Communication Framework + Brand Voice   In Spring of 2018, Giant Spoon won the business for YETI. Starting from ground zero, our team forged a deeply collaborative client partnership that brought their leadership team…

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Launching Airbnb Experiences

The opportunity  Airbnb wanted to parlay the brand’s ‘travel like a local’ mentality from its accommodations offering into a new offering: daily adventures hosted by regional residents. The inner workings The user journey of booking Airbnb’s Experiences needed to feel consistent and connected to the process of searching for the perfect Airbnb overnight stay. Through…

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Launching Backslash

The opportunity   TBWA prides itself on inserting brands into modern culture. To keep up with modern culture, in 2016 a small team in TBWA’s LA office started up Backslash – today, the Backslash ‘experiment’ has rapidly evolved into a stand alone cultural insights studio within the TBWA global network.  The inner workings To begin, we built…

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