Brand activation agency Geometry Global nominated Time Warner Cable Business Class in the Marketing Campaign of the Year category of The 2016 American Business Awards. The campaign won a Gold Stevie Award.
Interested in submitting nominations for marketing awards or any of the other 200+ awards categories in The 2017 American Business Awards? Review the entry kit here.
To learn a bit more about the Manhattan-based agency who submitted Stevie-winning nominations on behalf of Time Warner Cable, we connected with Account Supervisor Riley Sistrunk. Located in the “Chocolate factory” building, our appetites were sufficiently whetted.
“Geometry Global is the world’s most effective brand activation agency driving action conversion, and purchase through award-winning programs for our clients.” Riley began, “Our expertise includes shopper, digital, experiential, relationship, promotional and trade marketing.”
If you haven’t worked at a Agency in New York City, you may wonder what folks like Riley do, so we asked and Riley answered, “As Account Supervisor, I serve as a day-to-day lead for our Time Warner Cable Business Class client – partnering together to identify new opportunities for their business, oversee creative development of those ideas and act as their voice for our internal teams and third-party partners. It’s a great opportunity to get to build a strong client relationship and master the category.”
When asked about Geometry Global’s vision, Riley let us know, “Our organization is built around the belief that brand activation is not about sell, sell, sell but inspiring people to buy well. It is an approach to our work that transforms brand equity into action through pivotal ideas. Ideas that create meaningful, valued engagements with people at the precise right moment that matters to them and connects them to the product, service or brand that best meets their need.”
Time Warner Cable is a well known brand so we asked a bit more about the story behind the award submission. “While it’s a fairly common practice for our agency to submit for awards, we were particularly keen on submitting this campaign for nomination because its timing.” Sistrunk replied, “The challenges facing our clients’ business from their acquisition were mounting and with the positive results of the campaign it made a great ‘betting the odds’ story for us to tell.”
“We first learned of the Stevies while searching for competitive samples for a category audit.” Riley continued, “Our competitors had been known to submit for this award and after a little research into the Stevie American Business Award we decided it was the right award for our team to be entering into as well.”
Winning awards is always exciting but we wondered what it was like for an agency to win “Campaign of the Year.” Riley obliged with a story. “The announcement of our win could not have been more timely. We found out about our win while on a shoot for the next quarter’s production of the campaign. A big cheers erupted around the set as we made to the announcement to our team, clients and crew. It was a wonderful honor to be named Marketing Campaign of the Year (Internet/Telecom) by the Stevie Awards. Our clients and teams are extremely proud of the campaign, so to be recognized further our belief in the strength of this work.”
Riley continued, “This win has further strengthened our partnership with our clients. A win like this is always a welcome opportunity to celebrate success with our clients and a chance to be awarded additional projects because of it. Also, it’s be great for our clients within their own organization. Awards demonstrate to their fellow teams and leadership internally that they are high-achieving brand stewards for the corporation and will be increasingly relied as subject matter experts.”
What of results? We wondered how winning the award has affected Geometry Global. “This campaign and the results from it have gone on to be used as leading B2B and Telecom case study for our agency in new business pitches.” Riley recounted, “Our pitch teams have found it extremely valuable to showcase our capabilities and expertise within the category.”
We wanted to understand what drives folks like Riley in the ultra-competitive agency world in NYC. “I find two sources of inspiration to continue my work. Tangibly, there’s an excitement for our work, an urgency to every project that makes coming in to meet with a team of high-energy people to tackle a new assignment very rewarding.” Said Sistrunk, “There’s a great sense of accomplishment building something from scratch. More conceptually, I continue to be inspired to pursue this line of work for its opportunity to influence culture at large. As advertisers, we have the skill to reflect back an attitude or view of society with a new interpretation, much the way an artist does. That power to inspire change in others toward a goal is what makes this job so attractive compared to other business disciplines.”
Since change is the only constant, we asked Riley about his predictions of the future of the industry. “Advertising is a very flexible and fluid industry. There are many creators out there pushing forward with new ideas, testing and learning as they go and challenging everyone to keep pace. In the future, I see a shift to even more branded storytelling as consumers increasingly reject old ways of doing business and have begun to explore more socially conscience products. Creating and communicating an own-able brand identity that aligns with these new consumer expectations for a different economic model will be key to future success.” Riley mused, “And, the sooner we embrace those trends, the sooner we can position ourselves as thought leaders in the space.”
Learn more about Geometry Global at http://www.geometry.com/us
