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Thoughts from the collective minds at SapientNitro.

Why Successful Brand Strategy is Like Star Wars

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What makes a successful brand story? And which types of stories best connect people with different brands? Computer Arts deputy editor Julia Sagar recently caught up with our Worldwide Chief Creative Officer Gaston Legorburu following his presentation at Kyoorius Designyatra to find out more. Here’s what he had to say.

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What Athletic Bilbao Can Teach Brands about Risk and Innovation

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Football shows that those with the least resources make the best innovators, says our Simon James, global lead for marketing performance analytics. Read on to find out what brands can learn about risk and innovation from one of Spain’s most successful and exclusive clubs.

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Photo credit: Athletic Club

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Leverage the Power of Experience

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In the definition of storytelling [sharing of events with words, images, sounds and/or experiences, sometimes with improvisation or embellishment.], we feel experience is the one element that’s most under leveraged, even though it may be the most powerful connector between a brand’s story and a consumer’s story.  That connection marks the difference between a story told and a story lived.

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Brand Messaging in Real Time: Reaching the Always-On Customer

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"In the era of an always-on consumer, brand marketing teams must evolve from being solely ‘campaign’ centric to becoming real-time content creators, curators and distributors," says our Alan Schulman, VP Global Digital Marketing and Brand Content. Read on to learn how marketers can stay culturally relevant in this changing landscape and deliver more persistent, compelling and contagious brand-linked experiences.

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Photo credit: Waag Society via IM Creator

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Growing Unicorns: SapientNitro’s Chief Marketing Technology University

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Technologists who understand the business of marketing, can navigate the culture and advise across the breadth of marketing technologies are rare. So how do companies find or develop their own marketing technology leaders? Our Chief Technology Officer Sheldon Monteiro recently took the stage at the inaugural MarTech Conference to talk about SapientNitro’s Chief Marketing Technology Officer University, an internal, yearlong leadership program we created last year to grow some of our best technologists across the globe. Read on for highlights from the conference and tips on dealing with the discipline of marketing technology.

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Photo credit: MarTech Conference

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Be the Mentor; Become a “Glinda”

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Have you noticed the higher level of sophistication, resourcefulness and intuition in consumers these days? Today, consumers are befriending brands that help them achieve a goal, satisfy a desire or meet a need. Brands that accomplish this are considered “mentors.” These are the consumers who want feel empowered by being a “hero” in a brand’s narrative landscape. Who better to tell your brand story than the hero herself?

Let’s look to the great Wizard of Oz for a fictional illustration of hero and mentor. Who is the hero? Dorothy. Who is the mentor? Glinda – she helped Dorothy get to Oz. Brands need to become the good witch Glinda and help the consumer satisfy their needs/wants.

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Vote for the Dadi Individual of the Year

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The Drum has revealed the list of the top 10 individuals in the UK digital industry, now in the running for the title of Individual of the Year – one of the principal categories of The Drum Awards for the Digital Industries, or DADIs. This year’s top ten shortlist includes Bruce Daisley, UK MD, Twitter, Nicola Mendelsohn, VP EMEA, Facebook, and our very own Nigel Vaz, VP & European Managing Director, who was named the Individual of the Year in 2013.

This award recognizes and rewards digital excellence, and is judged by digital creatives, strategists and clients, all of whom have extensive experience in the digital industry, and a key factor in winning the “Individual of the Year” is the industry vote. We now need your help to get Nigel, and SapientNitro, to the top spot again. 

Please take a moment to vote for Nigel. Voting closes on Thursday, September 4th. The ‘Individual of the Year’ will be named at the DADI Awards in London on October 1st.

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SXSW Interactive 2015 PanelPicker Now Open for Voting!

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Voting is now open for the SXSW 2015 Festival and thanks to the great minds at SapientNitro, there are 29 submissions for the SXSW PanelPicker — the festival’s online portal where ideas are submitted and voted for by the SXSW community.

We’ve got an exciting mix of ideas from 12 offices across the globe, showing the diversity of what we do, what we stand for, and what our capabilities are as a new breed of agency. Now, we need your help to make these submissions part of the SXSW 2015 festival speaker program.

Be sure to vote for your favorite SapientNitro submissions listed below – voting is open through Sept. 5. We’re excited to see you at SXSW!

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SapientNitro and Brazil: 18 Months in the Making

18-month-old babies live a rich discovery phase. They start to gain their own independence and already want to do some things alone like looking for a toy, holding their spoon or taking off their shoes. As for the parents, they try to pass on the best values to their children. SapientNitro has already been in Brazil for 18 months, and the child analogy is inevitable since I’m the father of an adorable 5-month-old baby – this is my daily routine.

Babies grow, and the sparkle in their eyes – like the one we get when we’re doing something for the first time – is what I see in our coworkers at SapientNitro in São Paulo. We all have our own experiences and paths in Brazilian advertising, but the feeling of being in a company that’s taking its first steps in our country is what brings us together and fills us with motivation.

This week we opened the agency’s unit in the largest city in Latin America and also 7th in the world. The office architecture, a total of 7,879 f² planned carefully to generate a comfortable and pleasant working space, resembles the design of the other SapientNitro offices, integrating our company’s colors and shapes to elements that portray the local fauna and flora.

For the official opening, we had the honor of receiving Alan Herrick, president and CEO for Sapient, and Bob Van Beber, our senior vice president. And since we’re one integrated, global family, all of our colleagues are welcome to stop by to get to know SapientNitro’s Brazilian team.

By Raffael Matrocola, Vice President & Managing Director, SapientNitro Brazil

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