Businesses are taking unusual measures to navigate the current constraints on due diligence and team integration.
First published in Inc. Magazine by Christine Lagorio-Chafkin on Feb. 12, 2021
2020 accelerated marketing trends we’ve been watching unfold for the last half decade.
Consider recent history: as we had predicted before 2019, brands have started embracing the idea that creative and data should no longer be relegated to different silos; rather, the two disciplines must work together towards the common goal of creating deep and meaningful connections with audiences.
Recently, The Shipyard acquired Sacramento-based Mering, a company with four decades of success with travel and tourism, in hopes of combining resources to serve clients across the globe.
Consumer behavior has changed considerably, so much so that we believe eCommerce is here to stay and will only expand and grow further.
One of the most exciting things about the creation of Future 50 is that the group of vibrant thinkers will grow and expand over time. Columbus CEO Magazine started with 50 last year. This year, they have 100, and that will grow by another 50 next fall. Each application for the class was scored once by editorial staff and twice by members of the class of 2020.
The Shipyard has entered into an agreement to acquire independent California agency Mering. The entire courtship of the agreement was held via Zoom. With the acquisition, the group totals 120 people across four cities including: Columbus, Newport Beach, Sacramento and San Diego.
The Shipyard recently upped its commitment to diversity & inclusion with support for the Black Advertising and Strategic Communication Association (BASCA), by gifting ANA membership to OSU's Dr. Osei Appiah. The donation marks the first time an agency has made a financial contribution to the ANA on behalf of an academic institution. This is an extension of The Shipyard's ongoing partnership with OSU on the BASCA internship and advocacy program.
Programmatic Power Players companies were chosen from the hundreds of submissions received from across the globe. AdExchanger’s editors evaluated each entry based on the strength and breadth of its offerings, its documented case studies and client references.
The Shipyard’s Parent Company, TSY Enterprises, To Acquire Mering
The move combines strengths in marketing, creative and analytics
TSY received the Corporate Citizen Vanguard Award from the Columbus Business Journal in recognition of its work to change and expand the conversation around mental health with WonderBus, a two-day music festival designed to raise monies for The Ohio State University Wexner Medical Center’s Department of Psychiatry and Behavioral Health.
Marketing agency The Shipyard has created a new ecommerce practice designed to create and expand DTC channels for clients. The agency calls its approach “marketing engineering,” which it says unites creativity, behavioral data and performance-marketing strategy to optimize ecommerce effectiveness.
The pandemic has fueled an explosion in online buying, yet too many brands are only along for the ride, relying on their retail partners to share glimpses of first-party data that show past demand rather than a clear and predictive road map to future growth.
Join us on this journey. Let’s help communicate the necessary skills we all need to recognize, manage and prevent mental illness. For when it comes to improving mental health literacy, we all have a part to play. We are the storytellers of commerce. Let’s help tell these stories to save lives.
The Shipyard has a new take on how selling direct-to-consumer (DTC) benefits not only brands who do so, but also the retailers they do business with.
This is just the beginning. The Shipyard shares how we intend to continue building a diverse pipeline of talent through our proud partnership with BASCA OSU on Spectrum News 1.
“I’m so happy that The Shipyard will continue to have this internship experience with BASCA members because that will be a great way for Black communication majors to test the waters and get a foot in the door.”- Wedly Cazy
Our Chief Marketing Officer Lance Porigow shares perspective on tectonic shift in privacy: "Apple is consistently ahead of Google on privacy and transparency issues. Each focuses on what’s best for their audience and Apple is in the service of selling consumers elegant technology, whereas Google is mostly selling advertising to marketers."
We intend to inspire other agencies and marketers to do the same. Frankly, action is long overdue. Together, we can foster hundreds of new professionals over the coming years and change the face of this industry forever.
Rick Milenthal Shares How "We Can Do Better" During The Current Cultural Movement With Smart Business Magazine
Grab your headphones! In an effort to help navigate through the stress, trauma and adversity we face in today’s climate, CEO of The Shipyard, Rick Milenthal, hosts the podcast “Voices of Resilience.” Alongside influential voices and thought leaders, Milenthal aims to break stigmas and remind us that we are not alone… resilience is within our grasp. #communicationcancure #mentalhealth #COVID19
We are honored to congratulate our client, Scotts Miracle-Gro as they were recently recognized as the top brand in the Gartner Digital IQ Index Score – Home Care US 2020 “Parent Company” category. This annual report highlights insights and takeaways related to best practices for cost-efficiencies, content strategy and marketing channel optimization for brands.
Congratulations the Scotts Miracle-Gro team…we are proud to be your partner!"
Chief Strategy Officer, David Grzelak speaks to the importance of finding a balance between creativity and data in the world of marketing. We know how to cohabitate together as data geeks, strategists and artists. #MarketingEngineers #DataScienceAndCreativityLivingInSin
FOX News San Francisco Talks to CEO Rick Millenthal On How Business Owners Can Help Their Customers at this Time
The Shipyard continues to research and share information with our clients on topics of major interest. To this point, The Shipyard's Media team, put together a brief summary of observations gleaned from various sources called Covid-19 Impact On Brands and Media. In summary, it highlights three major themes:
• How consumers are adopting to the current environment
• What consumers want from brands, and;
• How brands should respond and through which channels
We may not have the ability to meet up and enjoy each other's company right now, but with the help of our local BrewDog's delivery program, our team was able to come together and enjoy a cold one over a virtual happy hour. Thank you BrewDog
Now more than ever, the world of marketing strives to enhance the importance of cautious messaging and appropriate delivery. We are all working to strengthen relevancy in this unprecedented market while recognizing the sensitivity around the challenges we are facing at this time.
In this week’s MediaPost article, The Shipyard’s CEO, Rick Milenthal shares 5 marketing tips for how brands can be a beacon of hope and otherwise provide a light in this unique situation.
Fox28 Interview with CEO Rick Milenthal: Advice for Small Businesses to Stay Positive through the Coronavirus Pandemic
CEO Rick Milenthal shares what companies should be doing in this time of the Corona Virus crisis on Joel Riley's News 610 Radio Podcast
Our very own, Lance Porigow - "One particular method we deploy is 'reverse segmentation' – layering data sets on top of each other to create segments built from the ground up based on performance – which compares favorably with traditional segmentation." #MarketingEngineers #datainsights
The Shipyard received four American Advertising Federation (AAF) or “Addy Awards” including the coveted “Pride of Columbus“ Addy! We were recognized for our work on WonderBus Music Festival’s Brand Identity and the accompanying poster “The Night of Wonder”, Pure Spectrum 1850 Branding, and the WonderBus Music Festival event itself - designed to raise the volume on mental health awareness.
The Shipyard has built a proprietary platform called The Helm that drives programmatic media & allows clients to uncover real-time insight into performance. With a total investment well over $1 million, CEO Rick Milenthal said the approach is designed to help CMOs who, as he noted, “are constantly being pressed to prove ROI and eliminate inefficiencies.” hashtag#MarketingEngineers
In a fundamental way, a target market is a like a galaxy. Both seem like comprehensive, discrete entities, complete unto themselves, until we look closely. But ultimately, a galaxy is an aggregation of micro-phenomena – stars, planets, comets – each with its own discrete existences and properties.
In the expanding universe of programmatic media, there are more ways than ever to reach a target audience, with even greater precision.
Data is a gift that keeps giving. Growing at an exponential rate, the amount and types of data marketers can access gives a glimpse into the consumers’ world and desires.
Mary Meeker’s Report came out on Tuesday, and it was exciting to see how closely it aligns with many of the beliefs we have at The Shipyard.
If you want to understand the gap between creativity and data science in marketing, look no further than the creative brief.
A shifting conversation around data will be a major theme for marketers in 2019. Our CEO Rick Milenthal shares perspective on breaking down taboos and what we can expect in 2019.
As companies invest more in the collection and analysis of customer data, the expectation rises that deep customer knowledge alone will drive more efficient and impactful marketing.
It’s a powerful point of view but can also prompt creative leadership to wonder: Will a reliance on data kill creativity?
Let’s face it: Data is a double-edged sword.
Customer data, in all its forms, is a treasure trove of information with which to improve brand performance. As enticing as it is, data also sparks a tremendous sense of anxiety — often overwhelming marketers with its seemingly endless volume, the uncertainty over whether to invest or retain ownership over first-party data...
Tenor, a popular GIF platform with more users than Twitter, was acquired Tuesday for an undisclosed amount by Google.
"Through first glance GIFs might seem frivolous, they're actually a powerful concept," Ben Clarke, co-founder and president of digital agency The Shipyard says. "In a very compact frame they combine images, story and text. From an advertiser's perspective this gives...
THE ATTRIBUTION ALBATROSS: Ever since John Wannamaker’s immortal quote that ‘“half my advertising isn’t working, I just don’t know which half”, advertisers have been on a mission to find out what works. Over the last century and a half, the single biggest obstacle to accurately answering this question has been Attribution. Many variables contribute to a success, but how do I know which ones contributed the most, and which contributed little to nothing to the result?…
Even if we ask the right questions, we sometimes receive answers that downplay the potential complexity and gloss over the kinds of challenges marketers face. How To Avoid The Trap:
Don’t underestimate the demands on your in-house marketing teams and vendor partners...
Twenty-odd years ago, most big companies would run just a handful of experiments each year. Today, the most innovative businesses run thousands–Intuit: 1,300, P&G: 7,000–10,000, Google: 7,000, Amazon: 1,976, and Netflix: 1,000–thanks to a combination of new technologies and “lean” business approaches. And it isn’t just quantity that’s rising but the quality and pace of experimentation, too. These days, the true test of how innovative a company can be is how well it experiments.