04/21/09
Website launch: Ann Arbor Summer Festival
We are proud to introduce the new Ann Arbor Summer Festival website. Designed and built by Phire, the new site is 100% content managed by AASF staff. Check it out - we think it's pretty darn cool.
http://www.annarborsummerfestival.org
B-to-C, Community, Design, Interactive, New Work, News, Website Launch
04/19/09
Facebook is a tool, not a plan.
OK. Let’s have a frank one-sided conversation. Social media is powerful. Undeniable. But game changing? Not so fast. While it is true that it is an inexpensive (free) way to reach and stay in contact with potential customers, it is not some kind of silver bullet that will destroy all learned and proven notions of how marketing is done. It is a tool that can work in line with proven strategies, but it is not a strategy in and of itself.
We’re steering our customers (where appropriate) into it in an easy-to-manage way. But like everything else, it has to reach your audience, it has to reinforce your position, and it must forward the ball in terms of the brand-customer spectrum.
In short: social marketing: a powerful tool, not a panacea. It is the new, bright, shiny object that everyone loves, but no one has proven it to be effective completely on its own. We’re looking for the case study that proves us wrong, but so far, it has only been successful in a certain demographic in concert with several other elements.
OK. That’s it. Now if you’d like to follow us on Facebook, click here. If you’d like to follow us on Twitter, click here. But if you’d like to engage with us, let’s do so in person, over a serious, one-on-one conversation. That is the connection that matters most.
Advertising, B-to-B, B-to-C, Community, Interactive, Opinion, Sharing
04/17/09
Website launch: Ann Arbor CVB
After launching their first site five years ago, we are proud to announce the launch of the new annarbor.org. Now created with dynamic content, a CRM system, and loads of valuable information, it is the definitive source for everything Ann Arbor. Enjoy the view.
04/11/09
Phire Branding Company Wins 16 ADDY Awards
Ann Arbor, Mich. – February 27, 2009 – Phire Branding Company, a full-service advertising agency headquartered in Ann Arbor, took top honors at the Ann Arbor Ad Club ADDY Awards gala held Friday, February 13th.
In all, the agency received 16 awards at the annual creative showcase. In addition to 5 Gold, and 9 Silver ADDYs, Phire was honored with two out of three special judges’ awards for their work with the Ann Arbor Summer Festival and Deda’s Bakery.
In addition to those clients, Phire also won awards for their work with Merillat, MDI International, Saleen Automotive, Cliff Keen Athletic, Print Tech, Al Dente Pasta, and the Ann Arbor Public Schools Educational Foundation.
“We were honored to be recognized for our creative work.” said Jim Hume, Phire Principal. “Our main focus is to create results on behalf of our clients, and winning awards is simply the icing on the cake.”
About the ADDY's
The American Advertising Federation ADDY Awards is the world’s largest and toughest advertising competition. Every year, more than 60,000 entries are fielded through fifteen districts and the 200 member clubs. The competition is three-tiered with local, regional, and national levels. The ADDY Awards represent the true spirit of creative excellence.
Advertising, Awards, B-to-B, B-to-C, Community, Design, News, Press Release
04/8/09
Death of the Traditional Agency: An Obituary
Agency, Traditional (1850-2009)
The Traditional Advertising Agency enjoyed a long, industrious life. Born in Philadelphia, but raised in New York City, Traditional Agency was able to promote a multitude of products and services in bold and innovative ways. It worked in a personality-based, ego-centric manner in which it would come into a board room, wow executives with powerful pitches, win accounts, and live off media commissions. At its height, it was truly a sight to behold, creating needs out of wants, and creating wants out of nothing at all. Through jingles, characters, and enthusiastic personalities, it was able to do no wrong. Through sheer charisma, social skills, and ability to persuade, it thrived.
Later in life, the internet created a world where media was decentralized, and real-time data created a situation where the Traditional Agency was now committed to results. Instead of the perfect pitch, Traditional Agency was now held to a new standard: a return on investment. Other issues started to come into play: consumer-driven marketing, social media, CRM-based marketing, analytics, all started to disarm this once mighty personality. The recent financial crisis took its toll on Traditional Agency's diminishing health, causing its clients to demand results over promise, thinking over commissions, technology over smoke and mirrors, and creativity over drinks and golf.
Survivors include Creativity, Innovation, Persuasion, Clarity, Brand Building. Traditional Agency was preceded in death by Martini Lunch, Golf Round, Empty Promises, Excuses, Out of Control Budgets, and Ego Centrism.
Rest in peace.
04/2/09
Fresh work: Clancy’s Fancy
Every once in a while, a project comes along that feels like fate. I’ve always been a hot sauce guy, and Clancy’s Fancy is one of my favorites. It’s served at two of my favorite places in town: Red Hawk and Casey’s Tavern, and there’s nothing quite like it with fries. It’s also a staple in my own household. It has been made in Ann Arbor in small batches since the 1970’s, so when they called us, I was all in.
We are working on all new materials: from a packaging update to an online presence to sales materials to advertising. To see the work, click the case study.
Advertising, B-to-C, Design, Interactive, New Work, News, Website Launch
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