“Good marketing makes the company look smart. Great marketing makes the customer feel smart.”
ThisquotebyJoeChernovsumsuptheimportanceofeffectivemarketingintoday's competitivebusinessworld.Thankstotheincreasinginfluenceoftechnologyandinnovations, thewaybusinessessettheirstrategieshassignificantlychangedoverthepastfewdecades. Numerousbusinesses,whichwerepreviouslyservice-driven,havebecomecustomer-driven today Tosucceedandthrive,businessesneedtounderstandthechangingcustomerpreferences andthisiswheremarketingandadvertisingplayacrucialrole.
Marketingandadvertisinghaveevolvedwiththechangingdynamicsofbusiness.Short,DIY videos,personalization,contentsegmentation,andincreasedproliferationofAIaresomeofthe trendsthataredrivingtheworldofmarketingandadvertising.Theconstantlyincreasing demandhasaugmentedthecompetitionbuthassimultaneouslyopeneddoorstoaplethoraof opportunitiesformarketingandadvertisingcompanies.Tomaximizetheseopportunities,itis importantfortheleadersintheindustrytostayontopofthelatesttrendsandstrategize accordingly
Ourlatestmagazineissue,“TheMostInfluentialMarketingandAdvertisingLeadersof 2022”featuressuchadroitandvisionaryleaderswhoaresuccessfullyleadingtheircompanies tounprecedentedgrowth.Theseleaderspossessallthequintessentialskillsthatputtheminour elitelistofthebestleadersintheindustry.Theyknowtheindustryinsideoutandthusare playinganinfluentialroleindevelopinginnovativesolutionsthatcatertothemoderncustomer requirements.
Onthecoverpage,wehavefeaturedSimonCorbett(CEOofJargonPR).Recognizedforhis enthusiasmandentrepreneurialpassion,Simonhasbeenlaurelledalongsideseveralglobally renownedleaders.Sincethecompany'sestablishment,hehasbeenplayinganinstrumentalrole inpropellingittogreatheights.Elsewhereinthemagazine,you'llfindintriguingsuccessstories ofleaderslikeBarbaraFerrigno,KimGrennan,LarryKenigsberg,andRobertRoyer.All theseleadersareplayingapivotalroleinthesuccessoftheirrespectivecompanies.
We hope you have a compelling read!
Utkarsh Deshpande Managing Editor
C O N T E N T S
Simon Corbett CEO
Owingtothe21stcenturydigital transition,numerous brandshavesucceededin establishingtheirsignificance amidavastsetofaudiencesthroughsuccessfulmarketing andbrandcampaigns.Inthepastfewyears,PRhasbeen helpingnumerousbrandsbuildcredibilityandmakean impactinthemediaindustry
Drivingawareness,engagement,andsalesforvarious brands,JargonPRhasbeenplayinganinstrumentalrolein thisshifttowardtheconsumptionofdigitalmedia. Foundedin2009,JargonPRisthebrainchildofSimon Corbett(CEO).Recognizedforhisenthusiasmand entrepreneurialpassion,hehasbeenlaureledalongside severalgloballyrenownedleaders.SinceJargonPR’s establishment,Simonhasbeencateringtothe organizationalvaluesoftheagencyandplaysakeenrole inpropellingittogreatheights.
Eversinceitsinception,JargonPR’smissioncontinuesto ensurethatthecompany’sPRcampaignsdrivebusiness resultsandbrandvaluesforitsclients.Withtechnology dominatingthefunctioningofseveralaspects,theagency identifiedagapinthemarket.Withtheteam,JargonPR strivestocreateabigimpact—workingcloselywith businessestohelpthemachievetheirgoal—whilstslowly buildingtheagency’sclientbase.
JargonPRspecializesintheB2Btechnologyindustrythat coversawidearrayofsectors.Theseincludecloud computing,security,andadtech.Todate,ithasacquired severalagenciestoscaleitspresencewithinareasand increaseitsexpertisewithinvarioussectors.
JargonPRoffersavarietyofservicestohelpitsclients
“Technology is always developing and changing, and so we must do the same.
As
a result, we have a dynamic approach, ensuring that we're always up to date with the latest innovations.”
becomeleadersintheircategory.Itsteamof specialistsplananddeliverinternational, multi-marketcampaigns.Theagencyprovidesits clientswithuniquecontentandmethodologythat drivesawareness,engagement,andsalesthrough targetedPRcampaignsintheirfocusregions. Itsservicesinclude:
● Contentcreation:JargonPR’sexcellent contentteamworkscloselywithclientsto communicatetheirexpertise,successand keymessagesthroughregularcontentthat canbesharedwithavarietyof stakeholders,suchascurrentclientsand newprospects.Itincludesdeveloping thoughtleadershiparticles,pressreleases andcasestudies.
● Mediarelations:Theagencyhas developedstrongrelationshipswithkey journalistsacrossarangeofsectorsand marketsglobally.JargonPRdriveshighprofilemediaopportunitiesforitsclients, puttingthemdirectlyinfrontoftheir targetaudience.Itsstrategicapproachto mediarelationscampaignssuccessfully generatesawarenessofbusinesses throughregular,high-qualitypress coverage.
“From content creation to analyst relations, Jargon PR creates bespoke campaigns to help clients achieve their goals,”quotesSimon.
LaurelledLeaderattheHelm
Beingatthehelmoftheagency,Simon’sprimary roleinvolvesbeingresponsibleforthegrowthof thebusinessthroughidentifyingpotential acquisitions,andworkingtofindnewbusiness opportunities.Herecountsoneoftheproudest momentsofhiscareerwassuccessfullygrowing JargonPRduringthepandemic.Underhis leadership,theagencyexpandeditsportfolioof clientsandtheteam.“Despite experiencing uncertain times, we were able to increase our annual turnover,”addsSimon.
Inadditiontohisprimaryresponsibilities,Simon alsospearheadstheteamofJargonPR.Comprised
ofexperts,theteamensuresclientsatisfactionby maintainingregularandclearcommunicationwitheach memberandtheclients.Theagencyorganizesfrequent calls,alongwithongoingandin-depthreporting.Itclosely workswithclientstounderstandtheirgoals,whilstmaking strategicrecommendationsonthebestcourseofactionto meetthesegoals.
JargonPRmaintainsintactproductivityandmotivationby keepingemployeewellbeingattheforefrontofits functionsandoperations.Withsixcorewellbeing values—TrainingandDevelopment,Working Environment,PsychologicalHealth,Community,Physical HealthandLeadership—theagencyworkshand-in-handto ensuresupporttotheteam.
Additionally,theentireteamofJargonPRparticipatesin monthly,anonymouswellbeingsurveysandteamcalls,to discusswellbeingandgivefeedbackaccordingly The agencyalsosubscribestotheCIPR’sMentalHealth Hotline,witheveryteamhavingweeklycatch-upswith theirlinemanager.Duetoitswellbeingactivity,Jargon PRwasrewardedwiththeSilverAccreditationfor InvestorsinPeople‘We Invest in Wellbeing’initiativein 2021.
Simonremarksonagreaterdemandfordigital-focused PRcampaigns.JargonPRhasrespondedsuccessfullyto thisdigitaltransitionbyexpandingitsrangeofdigital products.Theseincludesocialmediacampaigns,along withensuringthattheagency’sexistingservicesadaptto theever-changingwaysthroughwhichaudiencesconsume theirmedia.
TheagencyhasrecentlylaunchedaLinkedInmanagement servicetoworkwithclientsacrossawholeLinkedIn campaignwhileensuringeverythingissetuptomeetthe goalsofthebusiness.AccordingtoSimon,thebroadscope allowsclientstodeliverregularinformativeposts,whilst analyzingpostsuccesstoidentifywhichpostsresultina morefavorableoutcome.
Overtherecentyears,analyzesSimon,oneofthemost significantchangesinthemarketingandadvertising
“We create content, plan social media campaigns and utilize our relationships with the international press to drive awareness, engagement and sales for your brand.”
Cover Story
“ “Through our specialist team, we deliver unique services and methodology. We drive awareness, engagement and sales through targeted PR campaigns.”
industryhasbeentheshifttowardsdigitalmedia.Digital consumptionhasgrownatarapidrateoverthelastdecadeandwas significantlyacceleratedbythepandemic.Duringthelockdown, traditionalmediawaslessaccessible,andhence,theamountof newsconsumedonline,includingsocialmediausageandmany more,hasdrasticallyincreased.
“The most notable current industry trend is the increasing demand for purpose-driven content,”addsSimon.Severalconsumersare nowenvironmentallyconscious,andfavorbusinessesthatfocuson theirsustainabilitystrategy Asaresult,itisimportantfor companiestoensuretheirenvironmentalandwiderpurpose-led activitiesarewovenintotheircommunicationsstrategy.
NoteofConclusion:Simon’sforetellingoftheFuture:
Inthenextfiveyears,SimonanticipatesJargonPRtogrowits annualturnoverinasignificantmanner.Heenvisionstoachieve thisbygrowingtheagency'sportfolioofclientsalongwithits furtheragencyacquisition.
Inaddition,healsoaimstoenlistJargonPRamongtheTop3UK B2BAgencyinthePRWeekLeagueTablesby2025.“This year we were proud to rank in the Top 30 of these rankings, and have set ourselves the goal to rise up through the list over the next few years,”concludesSimon.
Management- KatrinaXavier(FounderandCEO)
URL- www.blitzmarketing.co
Founded- 2019
Description-BlitzMarketingInc isanauthenticsocial connectorobsessedwithcuratingcutting-edge influencermarketingcampaignsthatgotheextramile.
Management- RobertRoyer(Founder)
URL- www.buildingbrandsmarketing.com
Founded- 2018
Description-BuildingBrandsMarketingensures prominentsearchvisibilityforitsclientsanditssocial mediaandproductionspecialistscreatestoriesthat effectivelybrandtheclients.
Management- BarbaraFerrigno(CEO)
URL- www.conceptmarketinggroupinc.com
Founded- 1978
Description- ConceptMarketingGroupisafullservicemarketingagencyandarecognizedleaderin targetedmarketing,direct-to-retail,andotherbrand extensioninitiatives
Management- SimonCorbett(CEO)
URL- www.jargonpr.com
Founded- 2009
Description-JargonPRspecializesintheB2B technologyindustrythatcoversawidearrayofsectors Itoffersavarietyofservicestohelpitsclientsbecome leadersintheircategory
Management- LarryKenigsberg(Co-founder)
URL- www.k2-gc.com
Founded- 2005
Description-K2GlobalCommunicationsharnesses PR,contentmarketing,socialmedia,andinbound marketingtoenhanceitsclients’marketpresence,drive sales,andgrowthebottomline.
Management- JessHunichen(Co-founder)
URL- www.shinetalentgroup.com
Founded- 2015
Description-Shinespecializesintheonlineandsocial space.Workingwithbrandsandagencies,itcreates campaignsthatarememorableandinspireconsumers totakeaction.
Management- RyanMalone(FounderandChairman)
URL- www.smartbugmedia.com
Founded- 2007
Description-SmartBugMediaisadigitalandcontent marketingfirmthatoffersavarietyofservicestoits clients
Management- ChrisStephens(FounderandCEO)
URL- www.twirlingumbrellas.com
Founded- 2014
Description-TwirlingUmbrellasisacreativedigital marketingagencyfocusedoncreatinguniquedigital solutionsforclientsworldwide
Phoenix,Arizona
BrandDevelopment
BachelorinMarketingfromSkylineCollege
Recognizedandrespectedforhervisionarymanagement andproficiencyindevelopingandcustomizinglicensing programsspecifictoeachclient’sgoalsandobjectives
· Createdseveralhard-hitting,multifacetedmarketingcampaignsbyprovidingthemostaccuratedata
· 44yearsofmarketingexperiencewithexceptionalskillsrelatedtothecoreingredientsofathriving business
Overtheyears,marketingandadvertisingconceptshaveevolvedfromdoor-to-doorsellingtosocialmediaand digitalmarketing.Beforetheadventofsocialmedia,marketingwasaverytediousandcomplicatedjob.Since theadventofdigitalization,severalcompanieshavebeenimplementinguniqueandinnovativestrategiesthat haveresultedinthemassivetransformationofthemarketingandadvertisingindustry
Pursuingherinterestsandintendingtotransformtheindustry,BarbaraFerrignoestablishedConceptMarketingGroup in1978.Sharingsimilarviewsonthedynamicsofmarketing,shestates, “Over 44 years of being in business, I’ve seen many changes, from print to digital, phone calls to zoom calls, and press releases to social media”.Sinceitsestablishment, BarbarahasbeenspearheadingConceptMarketingGroupastheCEOandpropellingittogreaterheights.
ConceptMarketingGroupisafull-servicemarketingagencyandarecognizedleaderintargetedmarketing,direct-to-retail, andotherbrandextensioninitiatives.Thecompanyprovidesitsindustrialknowledgeandcontactstootherbusinesses.These includefashionandinteriordesigners,leadingbrands,celebrities,mediacompanies,historicestates/museums,non-profits, manufacturers,andretailers.
“You have to be on top of industries, have your game on and be ready to make changes on the fly to keep up with the changing times.”Barbara Ferrigno CEO
In1994,ConceptMarketingGroupestablishedand launcheditsownwebsitewiththedomain ‘MarketingSource.com’inordertoestablishitspresence ontheinternet,acquireclientsnationwide,andexpandthe customerbase.Asaresult,thecompanyincreasedits workflowandachievedsuddengrowthwhichhelpedattract newclientsglobally.Sincethen,thecompanyhadnew clientsandreceivedregularorderscominginthroughout theyear.Duringthatpoint,thecompany'smissionand visionchangedtoincludenationwideandglobalclients,a 30%increaseinsalesandnewclientseveryyear,and offeringafull-servicemarketingmenuofservices.
TheestablishmentandgrowthhistoryofConcept MarketingGroupdatesbacktothetimewhentheinternet wasjustintroduced.During1994,Barbaramostlyfocused onnichemarketingandstartedofferinganassociation databasefree-of-costtovisitors.Duringthattime, companiesofferedfreeresourcestogetlistedand recognizedonlineandtheclientswouldsignupbasedon thequalityofthefreeservicesoffered.Theassociation databasebecameasuccessandConceptMarketingGroup’s websitestartedattractingvisitorsandclient'srequeststo offerthedatabaseondisksandCD-ROMforwhichthey werewillingtopay
Motivatedbythesuccessoftheassociationdatabase, ConceptMarketingGroupfurtherintegratedanonline system.Additionally,thecompanyalsostartedoffering consultingservicestotheindustrythatbecameoneofthe mostpopularproductsinthearrayofservicesprovidedat thattime.Tofurtherextendthescopeandreachofthe servicestothetargetaudiences,ConceptMarketingGroup alsostartedofferingcustomdirectmailandemaillists. AccordingtoBarbara,definingtargetaudiencedoesnot requiresendingthousandsofemail.Enunciatingherviews onthesame,sheadds, “Sending to the right contact, the target industries(s), and timing it to the prospects peak selling time, you have a win-win situation.”
Beingatthehelmofthecompany,Barbaraisresponsible fortheefficientfunctioningofthebusinessandactively participatesinallaspects.Sheisresponsibleforthegrowth andsuccessofthecompany,emphasizingmoreonrecent trendsanddevelopmentsinthebusinesssectorandmarket. Thishelpshertoachieveoptimumresultsandstayaheadof thecompetition.
TheteamofConceptMarketingGroupisledbyBarbara. Beingaleader,shebelievesthatcustomerpreferencesare constantlychangingwithtime.Shefurtheraddsthat
customerswantmoreoutsourcingoftheirworkwithmore communicationandahands-onapproach.Tomeetthelatest customerdemands,theteamservestheircustomersbetter bymakingthemselvesavailablefor16hoursadaythrough email,chat,ortext.Additionally,thecompanyintroduces newserviceseveryyearandthesechangesoradditionsare basedonthecurrentorpredictedfuturemarketingclimate.
ConceptMarketingGroupfollowsacustomer-centric approachtoensureoptimumclientsatisfaction.The companyoffersexclusiveprivilegestotheclientsand customers.Itensuresthatthecustomersdon’toverspend theirmarketingbudgetandhavenothingtoworkwithlongterm.Marketingandadvertisingtaketime,consistency,and effort.However,ConceptMarketingGroupmakessureto providepositiveresultstoeverycustomer
Additionally,thecompanymaintainsastrictqualitycheck andprovidesonlythoseproductsandservicestotheclients andcustomersthathavebeentriedandtested.Further,to maintainefficiency,itkeepsaconstantcheckonits marketingandadvertisingprogramandrectifiesormodifies incaseofanyissuesevenifithastobeartheexpense. TheseexclusiveservicesandsolutionshavehelpedConcept MarketingGroupbuildalong-termrelationshipwith severalclientswheresomehaveevenbeenconnectedtothe marketinggroupformorethan30years.
ToachieveoptimalROI,ConceptMarketingGroupalso collaborateswithothermarketingcompaniesasperthe requiredareaofexpertise.Theprimaryintentistoprovide optimumclientsatisfactionandbestresults,nomatterwhat ittakes. “We are not industry-specific with our clients. We can help all industries achieve maximum results,” asserts Barbara.
NoteofConclusion:Barbara’sforetellingoftheFuture
Briefingaboutherfutureplans,Barbaraquotes, “In five years, I’m hoping to retire”.Shefurtheraddsthatsheis currentlyworkingonaddingsubcontractorstoherteamand outsourcingsomeofthework.Addingtoherfutureplans, Barbarasays, “I plan on handing my company over to a person or company that has the same tenacity, vision, and work ethics as myself. I built this company on sole ground and I would love to see someone take it to another level”. Shehasalsocommunicatedthesametoherclientsto ensuretransparency.Leadingateamof8subcontractors, Barbaravaluesthecontributionandeffortsofevery member.Ensuringtokeeptheteamproductiveand motivated,shepracticesanopenlineofcommunicationand makessuretorecognizeandappreciateeachmemberfor theworkdonebythem.
Assaidbyoneofthemostsuccessfulentrepreneurs
“Some people don’t like change, but you need to embrace change if the alternative is a disaster”.
Mostpeopleavoidchangesastheycan bedauntingandscaryandcompel themtogetoutoftheircomfortzone. Thismakesthemreluctantresultingin adifficulttransitiontochangeandan increaseintheinabilityofhandling changeintheworkplace.Additionally, theintroductionofhybridorremote workduetothepandemichasfurther forcedseveralorganizationsto implementchangesinordertostrivein themarket.
Notallchangesintheworkplaceare badorharmful.Severalchanges implementedintheorganizationshave positiveimpactsandoutcomes. Therefore,inthisarticle,wewill highlightthereasonsastowhyitis importanttohandlechangeinthe workplace.
Inthisdigitalera,modernbusiness organizationsfacenumerous challengeseveryday Toovercome thesechallengesandstriveinthe marketagainstcompetitors, organizationsimplementvarious strategiesandtechniquesthatbring aboutachangeintheworkplace.Even thoughtheemployeesresistthese changes,itiscrucialfororganizations toadaptandimplementthesetoretain theirpositioninthemarketandstrive againsttheircompetitors.Insuch cases,iftheorganizationimplements certainstepstoensureasmooth transition,itwillbeeasierforthe employeestohandlechanges.
Onthecontrary,iforganizations implementchangesabruptly,the employeeswillloseinterestinwork andwillgetde-motivatedthatcan causeahighrateofattrition. Additionally,itisalsoessentialforthe employeestoadjustthemselvesand adapttothechangesforfuturecareer growthprospects.Beingextremely rigidtoeverythingcanhampertheir growthandaffecttheircareer. Therefore,itisequallyimportantfor both,theorganizationsandthe employeestoadjusttothechanging marketdemandsandsituationsfor growthandsuccess.
Therearecertainbasicstepsthat organizationscanimplementtoensure asmoothtransitionforemployees. Theseare:
Communicatingthechangeto employees:
Effectivecommunicationofthechange toemployeeswillhelpthem understandtheimportanceofchange andalsomakethemfeelvalued.This willreduceresistancetochangeandits easyimplementation.
Explainthereasonforthechangeto theemployeesalongwithits implications:
Suddenlyimplementingthechange withoutanydiscussionscancause frictionandcausegreatdifficulty.Also, iftheemployeesarenotawareofthe reasonandrequirementofthechange, theymightnotunderstand.
Implementthechangeslowlyin phasesforaneasyandsmooth transition:
Itisquitedifficultandchallengingto acceptandadjusttoanykindof change.However,ifthechangeis implementedgraduallyinphases,it willbecomeeasierforeveryoneto adapt.
Discusstheprosandconsofthe proposedchangeswiththe employees:
Iftheemployeesareawareofthe implicationsandtherepercussionsof thechange,theycanaccordinglyadjust andadapt.Uncertaintyofthefuture canscareanyonemakingthem resistanttochange.
Prepareaproperplanand procedureforimplementingthe change:
Implementingthechangeabruptly withoutanyplanningcancauseseveral issues.Therefore,beforetakingany action,itisalwaysadvisedtopreparea planandprocedureofimplementation andstreamlineeverythingtoreduce resistance.
Thereareseveralothermeasures thatcanbeimplementedby organizationstoensureasmooth transition.Thoseare:
• Maintainingproper communicationwiththe employees
• Encourageemployeestoembrace changeandmotivatethemtoface difficultiesandchallenges
• Appreciatingtheworkdoneby employeesandvaluingtheir opinionsandfeedbacks
• Makeemployeesawareofthe resultsandbenefitsafter successfulimplementationofthe change
• Ensureconstantfollow-upand supervisionofthechange implementedincludingtasks, timeline,challenges,weekly emails,addressingconfusionsand potentialsetbacks,andmore
• Constantlyupdatetheemployees regardingtheeffectsofchanges implemented
• Ensuringproperfeedbackofthe outcomeofthechangeandhow areemployeescopingwiththe change
• Incorporatetrainingprogramsto up-skillemployeesandtrainthem tobepreparedforchanges
Inadditiontothese,therearecertain stepsthattheemployeescan incorporatetoensureasmooth transition.Thoseinclude:
Beingopentochange:
Aseveryoneknows,changeis inevitable.Moreover,duetouncertain
marketdemandandconstant advancementsinthebusinessworld, organizationswillconstantly implementnewstrategiesand techniquestosurvive.Therefore,on theprofessionalfront,aflexibleperson cansurvivebetter
Keepingapositivemindsetand attitude:
Withapositivemindsetandattitude, youcanturnanysituation/problemto youradvantage.Also,itcreatesa healthyandpositiveimpressionwhich playsanimportantroleingrowthand success.
Maintaininghealthywork relationshipswithcolleaguesand supervisors:
Maintainingahealthywork relationshipandculturewith colleaguesandsupervisorseliminates misunderstandingsandmisconceptions andpromotesahealthyprofessional environment.
Constantlyupgradingskills:
Duetochangingmarketdemandsand rapidtechnologicaladvancements,it becomesextremelydifficulttothrivein themarket.Constantlyupgradingthe skillsandkeepinguptodatewiththe recentmarkettrendsistheonlymethod togrowandalsoenablestoadaptto changeseffectively
Embracenewopportunities:
Changebringswithitalotof opportunitiesforgrowthandpersonal development.Therefore,embracing newopportunitiesinsteadofresisting willnotjustenableonetoeasilyadapt tochangesbutalsopromotecareer growthandpersonaldevelopment.
Someothermeasuresthatcanbe takenbyemployeestohandlechange intheworkplaceinclude:
• Assistingandguidingotherswho
arefacingsimilarissues
• Communicatingconcernsand issuestosupervisorsand maintainingtransparency
• Identifyingissuesandfinding appropriatesolutions
• Reducestressandanxietyand takethehelpofaprofessional counselorifrequired
• Helpyourcolleaguesandcoworkerstoadapttochanges
• Seekguidanceandsupportfrom yourfriends,family,orothercoworkersandsupervisors
• Prepareaproperplanand proceduretoadapttothechange
Ifboththeorganizationandthe employeesproactivelyfollowthese stepsandmakeitaroutine,therewill bemuchlessresistancetochangeand severalotherbenefits.Letusnow discussthebenefitsandimportanceof understandingandhandlingchangein theworkplace.
Effectivelyhandlingchangeinthe workplacehasnumerousbenefitsand canalsohaveapositiveimpactonthe growthandsuccessofthebusinessas wellasindividuals.Someofthemost commonbenefitsare:
• IncreasedFlexibility:
Theabilitytohandlechangeinthe workplaceincreasesflexibilitytoadapt tochanges.Changeisinevitableand organizationsconstantlyexperience changeateverylevel.Therefore,ifan employeehastheabilitytohandle changeandisflexible,itwillbeeasyto adapttoeverychangeandwillalso benefitinthelongrun.
• EncouragesInnovation:
Tocopeupwithchangesinthe workplace,organizationsand employeesimplementnewideasand techniques.Inordertostriveinthe market,organizationsrevisetheir policiesandprocedures,and employeesarealsorequiredtoup-skill themselves.Thishelpstobringabout innovation.
• MaintainingPositive WorkplaceRelationships:
Theabilitytodealwithandadaptto changesintheworkplaceencourages interpersonalcommunicationand buildinghealthyrelationships.It enablesworkinginateamand strengthensprofessionalbonds.
• PersonalandProfessional Development:
Withtheintenttoadaptandhandle changeintheworkplace,employees
constantlyfocusonupgradingtheir personalandprofessionalskills.This notjusthelpsthemtoadapttochanges butalsopromotesgrowthand development.
• IncreasedGrowthandSuccess: Inordertostriveinthemarketagainst competitors,organizationsimprovise theirfunctionsandoperationsand nurturenewideasandopportunities. Thisencouragesandpromotes increasedgrowthandsuccessofthe organization.
Inanutshell,handlingchangeinthe workplaceisimportantfor both–organizationsaswellas employees–tostriveinthemarket.In thismodernera,wheretheworldis constantlychanging,theonlyoptionis togowiththeflow.Asbeautifully statedbyMandyHale, “Change is painful, but nothing is as painful as staying stuck somewhere you don’t belong” Also,onceyougetaknack forhandlingchangeintheworkplace, youwillneverfeelitlikeaburden. Turneverysituationtoyouradvantage andseethemagichappen.
Marketingandadvertisingisoneofthe rapidly-changingindustriesofthepresent times.Owingtotheindustry’sever-changing scenario,thestandardagencycultureisalso undergoingmodificationstocopewiththelatest requirements.Today,peopleidealizevaluesandconcepts thatflexiblyalignwiththeirideologiesandcatertotheir requirements.
Thisnotionservesastheprimemotivationbehindthe establishmentofAxleEight.In2016,thecompanywas foundedwiththevisiontocreateaworkingenvironment thatwasdifferent,moreflexible,andreasonablethanthe standardagencyculture.“We wanted to build a culture where people could work with different brands and enjoy the variance in each day without the typical agency burnout,”assertstheCEOandFounderofAxleEight, KimGrennan.
AxleEightisadigitalmarketingagencythatoffersservices suchaspaidmedia,contentcreation,PR,emailandsocial mediatomid-sizedcompanies.Asaservice-basedbusiness thatishighlycommoditized,itishardtodifferentiateona completelyuniquelevel.Therearenumerouspeoplewho offersimilaraspectsofservices.However,Kimstatesthatit isthecompany’sprocess,workquality,andapproachto buildinguniquerelationshipswiththeclientsthat differentiateAxleEightfromtherest.
Withapersonable,morecasualandresult-orientedvision, AxleEighttendstohaveahumanapproachtorelationships andlessofawhite-collarbusinessapproach.Having previouslyworkedwithB2Bcompanies,AxleEighthas wideneditsfocusovertheyears.Currently,itworkswith B2Ccompaniesaslongastheyareaservice-based
companyore-commercecompanywithlowSKUs/products sales.“We want to be approachable and transparent while achieving results you've only dreamed of,”remarksKim.
Beingatthehelmofthecompany,Kimassertsitasher dutytoensurethebusinessisontherailsatalltimes.She furthermakessurethatAxleEightisbuildingaunique cultureandamodelthatisscalableinawaythatkeepsthe teamcruisingtoachievethecompany’sgrowthgoalsyear inandout.Nevertheless,sheputsalargeemphasison creatingabusinesswherepeoplewanttowork,andclients aspiretowork.
Astheleader,KimalsospearheadstheteamofAxleEight. Thecompanygreatlyemphasizesfindingandhiringthe rightpeoplefortheteam.Thisisbecausetheentireservice offeringofthecompanyisbasedonhowgreatthepeople areandwhattheycanachievefortheclients.Thus,Axle Eightonlyhirespeoplewho,asKimbelieves,willamplify thecompany’scultureandwhatithasasateam.An individualisdiscardedasanoptionfromtheteamwhen theydonotfitthemoldasahumanandbringpositivity, whilenaturallyembodyingthecompany'scorevaluesand ethics.
Theselectedindividuals,however,fitrightin,whilethe membersenjoyoneanother’scompanyandaretightly bonded.Theteamcomprisespeoplewithastellarskillset whogenuinelycareaboutresultsanddowhatisright.Axle Eightendorsesaflexibleworkingenvironment,no micromanagement,andoffersaprofitbonusprogramwhere allemployeesshareinthebusiness’sprofit2Xperyear As aresult,whenthebusinessissuccessful,theemployeesare
“It's the people, and our process for how we get things done for our clients, our work quality, and how we pride ourselves on building unique relationships with our clients that set us apart.”Kim Grennan CEO & Founder
directlyrewardedfortheirrespectivecontributionsand efforts.
AxleEightattractsclientswhoareincredibletoworkwith. Overtheyears,thecompanyhasbecomebetterat identifyingitspotentialclient—anaspectthathasenriched theworklivesoftheemployees.Thus,AxleEightonly workswithcompanieswhereitiscertainaboutmakingan impact.
Itsabilitytoretainclientsforyearshasgarneredthe companynumerousreferralsfromnewbusinesses. Moreover,thecompanyhasalsoearneditsclients’trustand respectwithitstransparencyandflexibilitytotheirbusiness needs.AxleEightfurtheraimstobeabletoadapttothose needsonadime,andchangescopeifneeded.
Kimfurtherenunciatesthatmarketingandadvertisingis oneofthequickestchangingindustriesoutthere.Speaking ofevolvingclientrequirements,sheasserts,“This is a more individualized experience for us and less of an overall,
across the board thing we are seeing.”Everyclientand organizationhasanidealvisionofworkingwithanagency. SometimesAxleEightlikestoworkinaccordingly,andon othertimesitdoesnot.
Thecompanytriestocometoacommonunderstandingof whatitcanandcannotdoforclientssothingsareclearon whattheywillbereceivingandcanfurtherexpect.She addsthatitisreallyuniquetoeverybusinessandpersonfor theywanttoworktogether.
Intheupcomingyears,AxleEightisplanningonrollingout moreservicesonthedesignandwebsitedevelopmentside, alongwithanalytics.Speakingofhervisionforthefuture, Kimenvisionsalargerteamdeliveringservicesandresults totherightclientsfortheteamofAxleEightina systematicwaythatcontinuestobescalable.
Thecompanyharboursbiggrowthgoals.Todate,itnever experiencedayearwhereithasnotachieveditsgoals.“I plan on not breaking that streak!”concludesKim.
Central,Israel
MarketingCommunicationsStrategies
• DrivesrecognitionandsalesforIsraelihi-techcompanies
• SpearheadsprofitablePRandmarketingcampaigns
• Createscompellingcontent,publishedworldwide
NewYorkUniversity(ClinicalSocialWork)
CEO&Psychoanalyst/Psychotherapist
• Providedindividual,couples,andfamilytherapytoadiversepopulationofpatientsinManhattan,theBronx, andJerusalemutilizinganeclecticapproach
Theworldisswarmingwithexcellentstartupinitiativesandbusinessideas,soitiseasyforgreatsolutionstobe overlooked.ThisiswherePRandcommunicationsaremosteffective.Comprehensivemarketingand communications–inbound,content,social,andPR-withacustomer-centricapproachplayacriticalrolefor innovatorsandcreators,allowingthemtoreachpotentialcustomersandinvestorsthroughtrustedchannels.
Leveraginghisexperienceintheartofgentleconfrontation,LarryKenigsbergcoinedthephrase“It doesn’t matter if you have the best solution on the market if nobody knows about it.”In2005,heco-foundedK2GlobalCommunicationswithhis partner,AmyKenigsberg,withthegoalofdeliveringclients'messagestothedecisionmakersandinfluencerswhoreally matter.
LarryreliesonhisextensiveexperienceasapsychoanalystanditinerantmartialartistinshapinghisphilosophytoguideK2
“You have to have something of substance to offer when folks get to your landing page. It's your first opportunity to engage someone, don't waste their time. Demonstrate your value from the beginning with well-written material focused on their individual needs”
anditsclients—especiallywhenitcomestocreating targeted,appealingmessagesforkeypersonas.Heprimarily focusesonstrategicplanningandcomposingcompelling materials.
Larrygraduatedwithabachelor'sdegreeinpsychologyand socialworkfromAdelphiUniversityandanMSWfrom NewYorkUniversity,withadditionalpostgraduatetraining inpsychoanalysisandsupervision.
Duringhisdecadesasapsychotherapistandpsychoanalyst, hegainedamyriadofskillsandinsights-“Thisispartof thebeautyofshuttingupandpayingattention,hourafter hour.”AsaPRandcontentmarketingspecialistobserving individualandorganizationalbehavior,hehaswitnessed stunningsuccessesalongwithneedlessdefeats.Heusesthis experiencetoguideK2’sclientsindefiningtheirmessaging andoutreachbaseduponunderlyingcustomermotivations. Currently,LarryspearheadsK2GlobalCommunicationsas theCEOandstrivestofulfillthecompany’slong-term goalsinasound,ethicalmanner.
K2specializesintargetedB2Bnicheoutreachthatfocuses onappealingtoitsclients’potentialcustomersand investors.ThecompanyharnessesPR,contentmarketing, socialmedia,andinboundmarketingtoenhancetheir clients’marketpresence,drivesales,andgrowthebottom line.
LarryandAmycombinetheircomplementaryskillstobring high-levelEnglish-languageservicestoIsraeliand internationaltechnologyorganizations,helpingthemgarner therecognitiontheydeserve.
K2offerspublicrelations,inboundandcontentmarketing, andsocialmediaservices.Ittakesa“what’s-in-it-for-me” approach—communicatingtheproblemssolvedbyits clients’techorservicesfortheircustomers.Thecompany focusesoncybersecurity,AI/machinelearning,storage, agtech,biotech,cloud,SaaS,andmedicalcompanies.
Atthehelm,Larrytakesonseveralvitalrolesand responsibilities.Hisknowledgeandunderstandingof humannature,behavior,andcommunicationshaveearned himadistinctadvantageinunderstandingwhatpeopleneed tohear.Heprimarilyhandlesbig-picturethinkingforK2 anditsclients--strategic,short-andlong-termplanning. Larryisalsoapublishedwriter Todate,hehaswritten articlesastheCEO,CTO,andVPofmarketingforawide rangeofcompanies.“Frankly,Ihavemorealiasesthana bankrobber.”
Hehasoccasionallypublishedarticlesunderhisname butiscontentoperatingbehindthescenes.
AlongwithLarryandhispartnerandco-founder,Amy, theK2teamiscomprisedofprofessionalwriters, outreachmanagers,anSEOspecialist,agraphic designer,andaLinkedInteam.K2alwayshasaneye onexpansion.
“Everything is cyclical,”saysLarry.K2addedinbound marketingafewyearsagoduetothesurgeindemand; itrequireswell-writtenmaterialstokeepcustomerson yoursiteanddriveleads.
Thecompanyincorporatesseveralstrategiesfor ensuringoptimumclientsatisfaction.Alldeliverables areenumeratedinthecontractsothatclientsknow exactlywhattoexpect.
AccordingtoLarry,clientshireK2forclearlyfocused strategiesandtactics;thecompanyworksrelentlessly fortheirsuccess.Thecompanyalwaysfollowsmarket trendswithregardtochangingnormsastheyrelateto communicationsandmarketingtechnologies.For instance,ithasexpandeditsfocusonABM(accountbasedmarketing)andPESO(paid,earned,shared,and owned)activities.
Remarkingontheshiftinthedynamicsofthe marketingandadvertisingindustryinrecentyears, Larryasserts,“The changes are myriad since our inception in 2005.” Hisexamples:
● Anexplosionofcommunicationchannels;
● Increasinglycomplextechnology;
● Paradoxically,pressreleaseshavebecomefar shorter,tothepoint,andlessgranular;
● Agreaterdemandformetrics;
● Constantebbandflowofcommunications trends.
Speakingofthecompany’sfutureplans,Larryaspires toexpandtheteam.Onereasonhestartedthecompany wastocreateemploymentandopportunities.In addition,heaimstocontinuegrowth–withthegoalof doublingitsbillablesevery3to4years.“I am happily anticipating the advent of new markets and technologies,”concludesLarry
TThe world is currently going through the internet ad revolution, courtesy of the digital transformation, higherinternetaccessibility,andincreasinglyintense market competition. The global internet advertising market was estimated at $319 billion in 2019, and it is projected to reach$1089billionby2029.
Whileinthepast,advertisingwaslimitedtocertainwayssuch as word-of-mouth publicity, pamphlets, etc., the advertising realm today has turned towards becoming more digitally centric.Cateringtothesignificantchangestohumanlifestyle overthetime,theinternetadrevolutionhasmadeadvertising seamless and more effective. The shift seems to be a short journey, however, there are several layers to the history of internet advertising. Here are the different stages of the
internetadrevolution.
In 1994, the concept of banner ads was introduced which completely transformed the world of advertising HotWired one of the world's first commercial online magazines—was seeking ways to generate revenue and pay itswriters.Intheprocess,thecompanycameupwithaplanto set aside some portion of its website and sell that space to advertisers. These advertisement spaces were called banner ads.
The first banner ad was a part of AT&T's advertising campaign.ThecompanypaidHotWired$30000toplaceits
banner ad on their site. The ad was a huge success as it receivedawhopping44%click-throughrate.Thisbecamea trendsetterasnumerouswebsitesstartedusingthisstrategyto generatemorerevenue,whilebusinessesalsostartedtapping into the potentials of banner ads as an effective advertising strategy As the number of internet users started growing exponentially, banner ads became more targeted to specific consumers,therebydrivingmorerevenueforthemarketers.
Although banner ads became a huge hit, the advertisers did not have a way to calculate if these ads were delivering the desiredresults.Themarketingwebsitesalsoneededaprocess to manage their campaigns effectively using insights about the customer responses. Heeding this, several ROI tools started to develop that provided the D.A.R.T. (Dynamic Advertising Reporting & Targeting) service. The service allowed companies to keep track of the views and clicks on thead.
AdistinguishingfeatureoftheD.A.R.T servicewasthatthe advertiserscouldtracktheadperformanceandmakechanges toalivecampaign.Forinstance,ifamarketerrecognizedhis ad was underperforming on a particular website, he could remove the ad and focus his resources on another website wheretheadisperformingbetter TheemergenceoftheROI tools gave birth to a new pricing model called Cost per Impression(CPM).
Withtime,thewebstartedtoexpandrapidlyacrossindustries. Assearchenginesalsostartedgainingpopularity,advertisers seekingquickresultsturnedtowardssponsoredsearches.The first pay-for-placement search engine service was started in 1999 by GoTo.com, a search engine company that was later acquired by Yahoo The company gave advertisers the opportunity to bid for the top search engine results on select keywords.
The concept of pay-for-placement evolved with time to become pay-per-click and companies started bidding for search result placements on the basis of pay-per-click. For instance, if a company pays $2 per click, the search engine would put the company at the top of the search results.This eventually meant that the company that pays more will be listedatthetop.
To address this issue, Google introducedAdWords in 2000. The aim behindAdWords was to create a sponsored search
experience that would generate revenue without compromisingtherelevancyandqualityofthesearchresults. Unlike other paid search models, AdWords launched a QualityScoremodelwhichconsideredaparticularad'sclickthroughratewhileplacingitonsearchresults.
In the mid-2000s, social media platforms started picking up pace. Marketers sought new ways to engage the audience as moreyoungaudiencesstartedusingsocialmediaplatformsto explore and express themselves. The audiences' gravitation towards website and banner ads slowly started to decline as theyspentamajorityoftheirtimeonsocialmediaplatforms. Newly emerging companies like Facebook despite the initialresistance—startedallowingadsonitsplatform.
The advertisements started with small display ads and sponsored links ultimately changed to the ads targeted to a specific user This method of targeting consumers with relevant ads has now become a standard practice for advertisers that focus primarily on social media marketing. Alongside Facebook, other platforms likeTwitter, Google+, YouTube, etc. are also providing their users a seamless advertisingexperience.
The concept of native advertising started gaining ground as numerous media companies started to emerge. In native advertising,theadvertiserpaysforproducingarticles,scripts, andothertypesofcontentformediaornewssites.Although thecontentispromotional,itisframedinawaythatlookslike aregularcontentpieceonthatparticularwebsite.
Leveraging native advertising, marketers can develop promotional content that supplements a user's online experience Websites that typically relied on traditional advertising started to realize the importance of providing a betteruserexperiencewithnativeads.
Today,advertisinghasbecomeadifferentballgamealtogether Ascustomersarespendingmoretimeonlinethaneverbefore, marketersareabletofocusontheirtargetconsumerswithprecision.SeveraltrendslikeAI-poweredoptimization,programmatic advertising,chatbots,conversationalmarketing,etc.aretakingtheadvertisingindustrybystormtoday Astherelianceondigital advertisingforrevenuegenerationhasbeenonarise,largeorganizationsarefocusingtheireffortsondigitaladvertising.Hereis howmuchsomeofthelargestorganizationsspentonadvertisementsintheU.S.inthepastthreeyears.
Thepaceatwhichtheworldiswitnessingdigitaltransformationisoverwhelming,tosaytheleast.Consumerbehaviorchanges with the new technology and so do the marketing and advertising trends.While it is difficult to precisely predict the future of digitaladvertising,theintroductionofnewerconceptsliketheMetaverseisexpectedtotakeadvertisingtoanewlevelaltogether Getreadyforaworldofadvertisingwhichismoresophisticated,personalized,andrelevant.
Digitaladvertisements aretargeted,particularly to
Theconceptof nativeadvertising isdevelopedalong withseveralnew marketingand advertisingtrends
Victoria,TX
UniversityofHouston-Victoria MarketingExtraordinaire
Awarded‘GooglePartner’recognition inJuneof2021.
• In2021,BuildingBrandsMarketingwasawardedaSilverADDYforbestwebsiteintheirregionbythe AmericanAdvertisingFederation.
• In2017,hewaspromotedtoyoungestAdvertisingManagerinthehistoryofVictoriaAdvocate.
• In2016,hewas1outof8individualsnationwidetobeselectedtotheNEXGENprogrambytheSouthern NewspapersPublishersAssociationforayear-longprogramforfutureleadersofthenewspaperindustry
Marketinghasalwaysstemmedfromeffectivestorytelling.Inthepastfewyears,ithasdevelopedsignificantlyin termsoftargetingcapabilities.Withnewtargetingcapabilities,theconsumerjourneymustbeevenmore personalizedthroughtheutilizationofsegmentaudiencesanddynamicmessaging.
In2018,RobertRoyerfoundedBuildingBrandsMarketing(BBM) byutilizinghisindustryknowledge andpersonalcustomerservicevaluestocreatemarketingstrategiesforsmallandmedium-sizedbusinesses.Royer envisionedcreatingamarketingconsultingagencyfocusedononegoal—toproduceresultsforclients.Heoverlookedthe traditionalrevenue-basedbusinessmodelforagenciesandperformedservicesthatcontributedtothebottomlineof businesses.
Royerdevelopedamodelthatfocusedonclientretentionforrevenuegrowth.Thus,thejourneyofBuildingBrands Marketingtobecomingoneofthefastest-growingcompaniesinVictoria,Texasbegan.Thecompanystartedasaone-man marketingconsultingfirm.In2019,itonboarded whoisitscurrent and AlexRichardson VicePresidentofOperations
‘“The key to success in business is finding a team with just as much passion and talent as you. And if you treat them better than you would yourself, that's when true successes are created.” -
Robert RoyerPartner Withhisadditionamongothercompanydirectors suchas and ,BuildingBrands MicahRiffle RubenVera Marketingstartedexpandingitsservicestoafull-service agencyconcept,includingwebdesign,videoproduction, andmuchmore.Theydevelopedacompanyinwhichtheir passionfortheircraftwasobviousandeachnewteam memberadditionwasjustasdedicatedtotheirprofessionas thelasthire.
AccordingtoRoyer,themajorfactorthatdistinguishes BuildingBrandsMarketingfromitscompetitorsisthatit providesallservicesin-housewithaconsultativeapproach. Thecompanycomprisesstrategyconsultants,graphic designers,socialmediastrategists,productionspecialists, contentcreators,searchenginemarketing/optimization experts,andmanymore.Itsmissionistoproducecuttingedgemarketingstrategiesusingcreativity,data,and innovationtoassistorganizationsinincreasing sustainability,longevity,andlastinglivelihoods.It cultivatesanenvironmentofinnovationthatmotivates peopletoperformtheirbestwork.BeingacertifiedGoogle Partner,thecompanyalsohasmultipleGoogleCertified individualsin-house.
BuildingBrandsMarketing’svastexpertiseinsearch engineslikeGoogleandBinghasaccelerateditsgrowthin thepastfewyears.Thecompanyhasbeenperformingwhite labelworkforotheragenciesacrosstheUSsinceits inception—whichisoneofitsmostconsistentformsof revenue.Duetothecompany’sstrongreputationinthe areasofSEO,SEM,andtargetedsocialmediastrategies,it hasbeenapproachedbyotheragenciesforfulfillingthese services.
“Our clients trust us because we have built an industry reputation with comprehensive marketing approaches,” saysRoyer.BeingaGooglePartnerandaGoogleCertified experthimself,BuildingBrandsMarketingensures prominentsearchvisibilityforitsclientsanditssocial mediaandproductionspecialistscreatestoriesthat effectivelybrandtheclients.
Thecompany’sownershipteamdealsdirectlywithclients onadailybasis.Althoughthecompanyprovidesmarketing consultingservicesacrossseveralindustries,ithasfound immensesuccessworkingwiththefollowingsectors:
● (Duetoexperienceandfamiliaritywith Medical HIPPAcompliance)
● (Effectivestory-tellingabilitythrough Education effectivecontentandproductioncapabilities)
● MarketingAgencies(CertifiedGoogleExperts)
AstheFounder&President,Roberthasbeenhelming BuildingBrandMarketingsinceitsinception.Heworksin thebusinessona‘dayinanddayout’basisanddevelops marketingstrategiesforbusinesses.Robertandhisteam alsoconsultwiththeregionalsmallbusinessdevelopment centerprovidingmarketingconsultingservicesand strategiesforbusinesses.
Byestablishingitselfasthefastest-growingandlargest marketingagencyinSouthTexas,BuildingBrands Marketinghasbuiltapresencewherethetoptalentsofthe regionaspiretoworkwiththecompany Thecompany highlybelievesthatitsworkdirectlyimpactslivelihoods. Thisapproachhascreatedasenseofgratificationinits workthatelevatestheperformanceofteammembers.
BuildingBrandsMarketinghasbuiltauniquecompany culturecenteredaroundservingagreaterpurposethan themselves.Itsprogressiveculturecultivatesan environmentthatgeneratesafamily-likebonding.The companyencouragesdoingteam-buildingtaskstogether, promotesflexibleworkingconditions,andchallengeseach othertobecomebettereveryday
“The collaboration we create by having aspects such as a high level of passion for what we do constantly improves the quality of work we produce and we continue to set the bar higher and higher,” remarksRoyer
BuildingBrandsMarketingharborsacustomer-centric approach.Mostofitscustomersneedassistancewith bottom-of-the-funneltacticslikeleadgeneration.Tobetter assistitsclientsinthisarea,BBMimplementedamarketing automationandleadnurturingsoftware.Royermentions
thatthecompanycontinueslisteningtoitsclientsforbringing newstrategiesandprogramsthatbetteraddresstheirproblems.
BuildingBrandsMarketingaimstocontinuedevelopingnew softwaretobetterassistitsclients.Thecompanystrivestowork withitsclientstoidentifypainpointsandthendevelopsoftware solutionstoaddresstheseissueswheresoftwaredoesnotcurrently exist.
Robert’sforetelling
Inthenextfiveyears,RoyerenvisionsBuildingBrandsMarketingto beoneoftheleadingmarketingagenciesintheUS—withover50 teammembers.Thecompanycontinuestoofferthemostcuttingedgestrategieswithanevenstrongerreputationforbusiness development.Royeranticipatesthatsomeoftheclients(that BuildingBrandsMarketingcurrentlyworkswith)willhave expandedacrossmultiplelocationsorperhapsevendeveloped intofranchiseconceptsinsomeinstances.
InRoyer’swords, “We are not just building a brand here, we are building livelihoods. When we are helping local or regional businesses build revenue, we’re building livelihoods, we’re building a family, we’re building culture.” Thecompanyisbuilding opportunitieswithitsemployees,providingthemcompetitive compensation,strongbenefits,alongwithcountlessgrowth opportunities. “We are building opportunities nationwide, but probably most importantly, we are improving the community that we reside in,” concludesRoyer
