Notes

Impact Agency: What You Get and What You Lose
Creative Impact Agency (ISI) was honored for Outstanding Use of Online Media (Advertisement, Media & PR) at the 24th annual Webby Awards last month for its outstanding online campaign for Amazon Studios' The Report. The report won an Academy Award for Best Picture. The campaign utilized powerful content, streaming video, social media and viral marketing to help drive positive buzz and to expand the outreach of the project. Here is a look at the behind-the-scenes action:

What You See: A enterprising marketing and creative impact agency identify a problem that a large segment of the population is grappling with. Then it crafts an online solution to the dilemma through the use of cutting-edge technology, creative solutions and engaging content. After viewing the movie, I really learned how one can create magic with words. This is not your father's writing. It is sophisticated and insightful. That is why it works.

What They Do: The creative impact agency begins by working closely with customer and partner companies to identify their pains and challenges. Then they create a solution that addresses these needs. They are experts at search engine optimization and content writing. They write articles, blog posts, press releases, SEO articles, PPC ads and social media. When the customer opens the materials, the experience is inspiring, engaging and life changing.

What You Get: The Amazon Studios campaign created a viral storm of activity. Consumers shared the stories of others who had used the solution. Consumers talked about the success of the program and their plans to use the product. Viewers bought the product within minutes of watching the YouTube video. Sales increased so quickly that The Report was sold out the day it was launched. In the end, The Creative Impact Agency had generated a PR event out of nothing. All of this work became payback for the creative spark and hard work of their team.

What You Get: The Amazon Studios campaign did not come without controversy. There were comments about the lengths the company would go to in order to sell an idea. Some people questioned the ethics of selling an idea that some cultures frown upon. What others did not understand was that this was a PR stunt by the agency and a savvy one at that. The company deleted all negative reviews, removed all the negative pictures of the staff, hired a PR specialist and writer and took the story to prime time. It worked.

What You Won: The Amazon Studios campaign demonstrated creativity and impact agency at its best. The fact that a traditional advertising agency created the campaign made it all the more impressive. Consumers remembered it and recommended it, word spread quickly and the PR began to help the company get ahead.

What You Lose: It is important to know what you lose when you hire an impact agency. For example, you may not notice that your company's reputation has taken a dive. You will most likely not be able to change major aspects of the business. However, you will most likely save money on creative control and focus, and a strong reputation.

What You Get: The Amazon Studios campaign launched a storm of negative publicity and media coverage. Creative agencies learn from these situations and keep their cool. They are not afraid to point out mistakes and ask for forgiveness. When creative people work at the office, they can make amends, but when it comes to the creative side of things, it pays to take things slow and let the chips fall where they may. The result is a PR and brand that have survived major adversity and come out on top.
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