WONGDOODY in the News

How To Elevate Brand Management To Cultural Relevance
September 15, 2011

Brand marketing has changed. The economy has changed. Consumer values have changed, as have technology, media and lifestyle behaviors. Yet the role of the marketing department is stuck in a rut, forced to remain the same as it ever was, often because of its own corporate structure.

And that's not the only challenge. Marketing departments are under-resourced, given tougher objectives and are asked to deliver faster results, all within the new marketing landscape that they’re trying to figure out. And reimagining marketing is a high-risk strategy at a time when CEOs are looking for secure choices.

So what’s the answer? If you look at the consumer brands that have performed best in recent years, there is a consistent theme unifying all of them: Always stay culturally relevant.

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Source: Fast Company
One of Ad Age's "Best Places to Work"
August 29, 2011

What makes WDCW one of Ad Age’s best places to work? Well, besides the longest name in agency history, the collaborative work environment and the in-office keg, here are a few more reasons, from the voices of the people who call it home.

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Best Places to Work: No. 20 Wong, Doody, Crandall, Wiener
August 22, 2011

This dog-friendly Seattle shop (once known as WongDoody) -- formerly an abandoned beer distribution warehouse -- is brimming with natural light and innovative ideas. The company's "Democracy of Good Ideas" mantra (the belief that everyone can produce great ideas) isn't just flak, it's a tenet its employees actually embrace, as evidenced by their responses.

Other highlights of this distinctly West Coast agency: hilarious co-workers, summer Fridays, discounts at local amusement parks and even a three-month paid sabbatical after 10 years of employment. "There's always an electric buzz in the office that we all thrive on," one employee responded.

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Human Powered Vending Machine Dispenses Drinks
August 18, 2011

To induce trial, brands have, forever, been giving away their products hoping they are actually good enough for people to come back and buy. Over at Activate, it seems, that free ride is over. In its place is a ride that requires a person to do some actual work before being given a product to try.

In LA, Activate drinks has set up what it calls a human-powered vending machine. Angelenos can hop on, peddle for 30 seconds (way too short if you ask us but we're sure Activate doesn't want to cause any fat, lazy Americans a heart attack) and get a free drink.

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Source: Adrants
The Two Simple Paths To Successful Brand-Building: Be Entertaining, Or Be Useful
August 12, 2011

What do Justin Bieber and Google have in common (beyond the YouTube love affair, naturally)?

According to Forbes 100 most powerful celebrities, Bieber is the youngest on the list sitting solidly in the No. 3 position, in between Oprah and U2. He's got 33.9 million Facebook fans and 11.4 million Twitter followers, and his video "Baby" is the most-watched YouTube clip ever, with more than 561 million views. He isn’t merely a celebrity who was discovered on YouTube; he is the king of it.

Meanwhile, Google is ranked 4th in Interbrand’s Best Global Brands 2011, and 2nd by the BrandZ Most Valuable Global Brands, keeping good company in the digital space along with Apple, IBM and Microsoft. In fact, the only brand listed in the top five that is not a technology company is Coca-Cola.

But the reason for calling out this social media couple goes beyond the stats and revenue streams. What each of them hold, for very different reasons, is immense cultural capital. Only they arrived at it in totally different ways--one through entertainment, and one through usefulness.

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Source: Fast Company
The Implications of Facebook for Luxury Brands
July 28, 2011

Luxury brands have been hesitant to leverage Facebook within marketing efforts, fearing it might dilute brand equity. Among Interbrand’s Global 100, luxury brands have an average of 1.5 million fans, compared to communities in the fast-moving consumer goods category1 that are averaging 360,000 fans.

With Facebook communities an average of four times as large as major consumer brands’, luxury brands sit on a missed opportunity. Based on a series of five factors, a WDCW analysis shows that while enjoying larger communities, luxury-brand Facebook pages rate around a 6.5 out of 102 in quality of engagement and content. This poses an opportunity and a dilemma: How does a luxury brand maintain its equity and exclusivity within a social network while simultaneously harnessing and nurturing a fan base?

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Tracy Wong
Tracy Wong
Chairman and Executive Creative Director