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Thoughts from the collective minds at SapientNitro.

What Is A Marketing Technologist?

Marketing technology is hot right now. You’ve heard the job title. You’ve probably even read about our CMTO University. But, what is a marketing technologist? What do they really do?

Few studies have been done to understand this group’s education, skills, gaps, and areas of expertise. So, our Chief Technology Officer, Sheldon Monteiro, set out to help demystify the “Marketing Technologist.”

The preliminary analysis and a preview of the results are published in this article by Scott Brinker on chiefmartech.com, “8 discoveries from our marketing technologist survey.” Look out for the final report, coming at the end of October.

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Rise of the CMTO

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Advertising Week is in full swing, and I am very excited to be part of the conversation and learn from my industry peers at IAB MIXX. SapientNitro’s mission couldn’t be more connected with the theme of this year’s event: digital’s renaissance moment. As a new breed of agency, we are passionate about great work at the intersection of technology and story. We are redefining storytelling for an always-on world where brand experience becomes a story lived by people through digital, social, mobile and commerce, in addition to inspired emotion through communication.

As marketing and technology continues to converge, brands need a new breed of technologist who see around corners, paint the big picture, and “get” marketing. Harvard Business Review recently profiled the emergence of a brand new role: the Chief Marketing Technology Officer. Senior brand leaders are asking themselves: Do I need one?  How do I define the role? Who should she report to? What is the profile of candidate needed?  What skills need to be developed? Can one person bridge the marketing/technology divide?

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LIVE from #AWXI: From a Story Told to a Story Lived

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Watch the live stream of our Advertising Week session “From Story Told to a Story Lived: The Craft of Storytelling in a Participatory Culture" on our blog, Monday, September 29th, at 1PM ET.

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Adweek’s 2014 Project Isaac Awards

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Our Global Chief Brand Strategy Officer, Darren “Daz” McColl shares his insights in a video montage, recalling his time as a member of the digital jury for Adweek’s 2014 Project Isaac Awards. Fellow jury members, FCB’s Global Chief Creative Officer, Jonathan Harries; KBS+’s CEO, Ed Borjerdi and 72andSunny’s Chief Strategy Officer and Partner, Matt Jarvis are also featured. The interviews highlight the industry’s transformation through innovation and the utilization of technology and storytelling to create memorable experiences that engage consumers and create lifelong customers.

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SapientNitro Grabs Three Wins at The Adweek Project Isaac Awards

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The Project Isaac Awards were established to recognize invention across Adweek’s coverage areas. Spanning 35 categories, nominations are further divided into four main groups including: Media, Advertising & Marketing, Digital, and Best Practices. All submissions are judged by a panel of industry experts. 

SapientNitro proudly took home three wins from this year’s awards, including a gold award in the Web Video Invention category for our  America’s Import Online Video Player, created for the Chrysler 200 Super Bowl ad.

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Have Consumers Lost the Need for Instant Gratification?

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Living in New York for just over a year now, I’ve grown accustomed to long lines and exceptional wait times. It’s inherently part of city life and is essentially unavoidable. British folks call it a queue – I call it awful. Friends who have never spent time living in the city often struggle to mentally grasp the volume of people trying to do the very same thing as you, all at the same time. Trader Joe’s, affectionately loved by all, often has a 30-minute wait time to even enter the store. The conga-line experience begins as soon as you enter the first door, as the line weaves in and out of each aisle. You are literally shopping in line. Three full-time employees are dedicated to managing this craziness, each holding a large sign on a pole like a sheep herder directing a flock. There has to be a better way?

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Three Simple Steps to Start Up on a Strong Foundation

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When embarking on the journey of starting a business, the excitement crescendos and possibilities seem to present themselves – nonstop. Some days it feels like your mind is swimming in a sea of “where do I put my energy and resources first?” And of course, the key is actually focusing in the face of opportunity.

While most books, classes and experts may not lump the following topics under the category of business “structure,” we feel these are imperative materials to properly mix into the concrete of your startup foundation:

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Brand New Day: Five Key Facts About the New gTLDs

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Websites all begin with a name, and securing a site name that defines your brand, is short, memorable, and available represents one of the biggest initial challenges of establishing one. Before this year naming was limited to a few dozen top-level domains like .com, .gov, and .edu, with most prime web names already taken. But with the introduction of generic, top-level domains (gTLDs) a new world of naming has opened up and with it implications for brand managers, content strategists, and SEO professionals responsible for marketing.

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You Already Have a Storyscape

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Transition, evolution, change – whatever you call it can be uncomfortable, but folks, here’s the thing: you already have a Storyscape. Like it or not, it exists. You have a world that you have created  it may not be clear, effective or highly connected, but it does exist. And people see it. Go to your website, go to your physical store and buy your products. Experience your Storyscape from the consumer’s point of view. See if there is continuity between your messages, in how you’re speaking and how you’re behaving and all the messages you’re sending out that go well beyond your “communications plan.” These all exist, right? So, it’s just a matter of whether or not you’re embracing it, controlling it and curating it. 

Bottom line – are you creating a Storyscape that works for you or against you?

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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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