The art of the ask

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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What is the ‘why’ in your life?

I recently stumbled upon an intriguing essay prompt: “What is your personal ‘why’?”  It’s an interesting question,  and it took a few days of reflection to land an answer, but eventually the right words dawned on me. It’s a perspective, even an obsession, that I’ve carried with me for a while. So here goes. My…

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Biomedicine breakthroughs

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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Predictions in a mid-pandemic world

From this pandemic two kinds of changes will continue to play out: COVID-19 “bumps” and more enduring behavioral shifts. Many brands are looking to emerging technology and trying to take their best bets. What new habits will stick? What new use cases will be invented from existing technology?  It’s anyone’s guess, but here are my…

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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 brand 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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Birthday party experiment

Part 1: The Premise  This past January I was planning my birthday only two weeks after the real date, which is pretty good for me. The plan was to enjoy some cocktails with a collection of my closest friends. Pretty typical, except I couldn’t help but see this gathering as an opportunity for good ol’…

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Digital to physical social clubs

From online to off, we’re crafting new ways to find “our” people. Last year, The Verge proclaimed, “the old promise of the internet — niche communities, human connection … never really lost its appeal, but [in 2017] [the desire for us to realize that promise] came back with a miniature vengeance.” They couldn’t have read…

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