As competition increases and brands vie to stay relevant, the strategic dilemma brands are often faced with is one that transcends just the marketing industry: should I take a risk or should I go with a “safer” bet? However, as the old adage goes, “nothing ventured, nothing gained.” While sometimes a safer bet seems like the most rational approach, some instances dictate taking risks —risks that, in turn, reap rewards that would’ve never otherwise been realized, helping differentiate the brand and grow mindshare. 

Case in point: Target in their sponsorship of the Grammy’s. In 2015, armed with eight 30-second commercial spots, they wanted to pull a stunt that reinvigorated their brand and its ties to culture. With the help of creative agency Deutsch, they convinced CBS to place all of their spots in one, contiguous four-minute block. With that big commercial, though, they had to do something extraordinary.

Apple has long been among the world’s most innovative companies when it comes to advertising, so it goes without saying that their efforts should be closely monitored. That’s why all eyes were on Apple when they revealed that they were restructuring their relationship with their ad agency, TWBA\Media Arts Lab.

SXSW has always been always been a hot topic amongst marketers, and these days, it is no different. However, conversation in recent years has been surrounded by scrutiny. Those who have long made the annual trek to Austin will readily remind you that, “it’s not what it used to be.” Still, as cries from purists and pundits proliferate, the reality is that SXSW still represents a one-stop shop for the up-and-coming trends and technologies — each of which will have a residual effect on how marketers curate the next iteration of experiences for their consumer base.

As marketers have found more channels and means to communicate their message, the number of branded messages that consumers are exposed to on a given day has ballooned to nearly 5,000. The residual effect has left consumers largely immune to marketing messages, allowing only 100 or so to permeate through their attention wall.

This week, we got to know our new Junior Analyst, Halle! Halle recently graduated from UConn and started out as an intern here at Inspira.

Say hello to our newest team member, Blake Bentzen. 

NORWALK, CT ­– Warriors for a Cure is a Fairfield County team of mostly Wilton and Norwalk residents that has participated for the last four years in Alex’s Million Mile Run, raising money to benefit Alex’s Lemonade Stand Foundation and its pediatric cancer research work. Yesterday, Wednesday, Nov. 16, Warriors for a Cure team leaders Jeff Snyder and David Pennino presented a check for $115,822 to Jay Scott, the founder of Alex’s Lemonade Stand.

Buying a car has always been a simple process. One can simply stroll into the dealer, decide on a model, pick a color and sign the papers. With research tools like TrueCar and Cars.com, the process of finding the right car at the right price has become even easier.

Alecia Dantico, the GM of our Chicago office, is a veteran of the influencer conference circuit, with a decade of experience in the space. But, after years of deep involvement, she became jaded by the same faces and the same conversations at conference after conference. Sure, the technology and toolsets had evolved, but the influencer community seemed stuck on the same, tired topics and generic brand experiences.

For the third year in a row, Wilton’s “Warriors for a Cure” was the number one team in the country, holding onto their title as the Top Fundraising Team in the nation for Alex’s Lemonade Stand Foundation‘s "Million Mile Run/Walk/Bike" efforts against pediatric cancer. The team raised $73,183 throughout September.