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Articles by Britt Fero
Unleashing a Web of Women: The Next Wave of Agency/Brand Relationships
By Britt Fero, Principal, PB& We recently entered PB&’s sixth year in business. Knowing that many small businesses fail within the first five, this was a big milestone for us – and me personally. It also triggered an opportunity to look at what has worked and how we have to continually adapt for the future. Upon reflection, I realized something that’s happened without intention, yet carries power: I’ve built an agency where most of our clients have women at the top.
What MLB Marketing Can Learn From Fellow Sports Leagues
“If you build it, they will come.” That may have worked for Kevin Costner, but Major League Baseball (MLB) can no longer afford to follow the “Field of Dreams” theory. Baseball has been a cornerstone of American culture since the 1800s, but it appears America’s pastime has lost its mojo. As the new season begins, the lessons of last season still hang in the air. If the 2022 World Series’ low ratings taught us anything, it’s that people need new ways to relate to and connect with baseball.
More Than Ever, We All Need The Olympics This Year
By Britt Fero, Founder and Principal, PB& Both individually and collectively, in less than 24 months, we’ve experienced the wide-ranging impacts of COVID – from physical and mental health to inequities in our health system. We’ve been embroiled in political elections and factions, felt the outrage around the murder of George Floyd and Anti-Asian hate crimes, and were bystanders to a siege of the US Capitol.
What’s the Purpose of Purpose?
By Britt Fero, Founder and Principal, PB& As our culture has been challenged by myriad mounting environmental, equality, and social justice issues over the past year, the idea of brand purpose has begun to take center stage. Today, nearly two-thirds of global consumers prefer to buy goods and services from companies that stand for a shared purpose that reflects their personal values and beliefs. Brand Purpose (capital ‘p’) offers the WHY a brand does what it does.
New Role for Brands: Showrunner
There's been no shortage of conversations around what shows we've been watching over the past year. From Tiger King to Schitt's Creek to The Queen's Gambit to a resurgence of viewership for the Golden Girls, entertainment content has been a saving grace for many of us. That said, there has been—and will continue to be—a shortage of fresh scripted shows, at least in the near term. In 2020, for the first time in a decade, there were fewer new scripted shows released than in the previous year.
How We'll Get Through These Times
We opened in my rented house in 2009. Right in the middle of a recession. A single mom with two kids and her new boyfriend who was now her partner, no reel, no money and no bio, we had to jump in very creatively to get things going. In a way, I am really glad we did it then. We had to be so creative, but we also were lucky because the only overhead we had was taking care of ourselves and our family. I never, ever accepted no for an answer. Ever.
We All Need a Pick-Me-Up. Enter the Passion Project
We are less than three months into 2020, and the bright and shiny glow of the new year has been swept away, replaced by a tidal wave of fear, existential dread and panic caused by COVID-19. As individuals and families across the globe worry about the health and well-being of themselves and their loved ones, businesses are grappling with new realities: a remote workforce, future projects coming into question, canceled events, layoffs and subzero team morale.
Advertising's Most Useful Power During This Crisis: Humor
Lately I've been thinking about the 1997 movie Life Is Beautiful. Based on a true story, the film is about an Italian Jew who was imprisoned in a Nazi concentration camp during World War II. To protect his son and others in the only way he knew how, he used his sense of humor and gameplay to distract them from the everyday atrocities. The heartbreaking story showed us that even if we feel powerless, we have a great ability to console, protect and serve others through creative communication.
Chicago Agency Execs Built a Takeout/Delivery Restaurant Directory That's Catching on Nationwide
Sean Lynch, a senior product manager at Huge in Chicago, and Jenn Galdes, who owns PR company Grapevine, were both on Twitter a week ago—realizing the same thing at almost the same time. The Chicago food scene that they loved so much was about to be decimated through closures forced by coronavirus. What could they do to help? A local reporter had begun a Twitter thread collecting a list of which restaurants were remaining open for delivery and takeout.
#WFH Diaries: Commercial Director Florian Meimberg
As the COVID-19 pandemic continues to wreak havoc on everyday life, we're checking in with creative people to see how they're faring. Here's the word from German commercial director Florian Meimberg, who was doing a tour of short film festivals worldwide for his latest project, the microseries Tiny Tales, when all this went down. Give us a one-sentence bio of yourself. I am a commercial director from Germany. Where are you living right now, and who's with you?
Why a Virus That Requires Social Distancing Might Just Unite Us
The past few weeks have been unprecedented. Every morning we've woken up to new developments, additional closures and continued measures to distance ourselves from those in our communities. But as ironic as it may seem, I woke up last week in the epicenter of it all—Seattle—with the realization that all these calls for "social distancing" might just end up bringing us closer to our communities and our loved ones than ever before.
#WFH Diaries: Chong Kin of Serviceplan China
As the COVID-19 pandemic continues to wreak havoc on everyday life, we're checking in with creative folks all over the world to see how they're adjusting. Here's what's going on with Chong Kin, chief creative officer of Serviceplan China, where people are just coming out of the worst of the crisis. Give us a one-sentence bio of yourself. I am a 50 percent business and 50 percent creative guy because I know we are doing commercials. Where are you living right now, and who's with you?
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