Imagine a world where branding is an art form, a symphony of colors, words, and emotions that dance together to create unforgettable experiences. This is the world of 160over90, a branding agency that’s making waves in the industry. We had the privilege of sitting down with John Campanella, Director of Client Services at 160over90, to delve into the agency’s unique approach to branding and the secrets behind their success.
The Power of Independence
As an independent agency, 160over90 enjoys a level of freedom and autonomy that sets them apart. “We’re not tied to any corporate mandates or bureaucratic red tape,” says Campanella. “This gives us the agility to take calculated risks and explore new ideas that others might shy away from.”
A Culture of Creativity and Collaboration
Step inside the doors of 160over90, and you’ll be greeted by a vibrant team that embraces diversity and celebrates individuality. “We’re like the happiest, most fluid, fully functioning island of misfit toys,” jokes Campanella. “Everyone brings their unique perspectives and talents to the table, and that’s what makes our work so special.”
The Digital Revolution and Its Impact on Branding
In today’s digital age, branding has evolved beyond traditional channels. “Digital media is a game-changer,” says Campanella. “It allows us to connect with audiences on a more personal level and engage with them in real-time. But it’s important to remember that no one medium is more or less important than another. The key is to craft ownable stories that can be told across multiple touchpoints.”
Busting Social Media Myths
Social media is a double-edged sword. While it offers incredible opportunities for brands to connect with their audiences, it also comes with its share of challenges. “Social media is not a magic bullet,” warns Campanella. “It requires consistent engagement, careful risk management, and a clear understanding of its limitations and potential risks. Agencies can provide value by aligning social media strategies with the overall brand concept and ensuring authenticity.”
The Evolution of Account Services
The role of account executives has undergone a significant transformation in recent years. “Account executives today need to be both casting agents and Broadway swing performers,” says Campanella. “They must have a keen eye for identifying the right team members for each client’s needs, and they must also be able to provide strategic, creative, and production support. Business acumen and cross-industry learning are essential for success in this role.”
The Secret to Long-Lasting Client Relationships
Building strong, long-lasting client relationships is the lifeblood of any agency. “Treat the relationship like a marriage,” advises Campanella. “Build trust, respect, dedication, and shared passion. Accept each other’s strengths and weaknesses, and find a mutually beneficial working style.”
Trends in Advertising for 2013
As we look ahead to 2013, Campanella believes that innovation and differentiation will be key. “Don’t just follow trends,” he urges. “Seek out new and ownable ideas that evoke a sense of accomplishment. Brands that embrace originality and authenticity will stand out from the crowd.”
Bonus: 160over90’s mantra is “Elevate the Ordinary.” As Campanella puts it, “We believe that every brand has a unique story to tell, and our mission is to help them find their voice and make their mark on the world. We’re not just a branding agency; we’re storytellers, experience designers, and cultural engineers.”
In closing, Campanella shared a quote that perfectly encapsulates the spirit of 160over90: “The only way to do great work is to love what you do.” With their passion for storytelling, their commitment to innovation, and their unwavering belief in the power of collaboration, 160over90 is poised to continue making waves in the branding industry for years to come.
Frequently Asked Questions:
What sets 160over90 apart from other branding agencies?
Our independence, our culture of creativity and collaboration, and our focus on crafting ownable stories that resonate with audiences.
How has digital media changed the landscape of branding?
Digital media has created new opportunities for brands to connect with their audiences on a more personal level and engage with them in real-time.
What advice would you give to brands looking to build strong client relationships?
Treat the relationship like a marriage: build trust, respect, dedication, and shared passion.
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