Capabilities

™

"I think, at a child’s birth, if a mother could ask a fairy godmother to endow it with the most useful gift, that gift would be curiosity." – Eleanor Roosevelt

“Curiosity is one of the most permanent and certain characteristics of a vigorous intellect.” – Samuel Johnson

"The first and simplest emotion which we discover in the human mind, is curiosity." – Edmund Burke

Who is Curiosity?

It’s very rewarding to be curious. Asking “why” and

pushing boundaries are what we do. Hey, it’s what

gets us out of bed in the morning. We’re leaders in

the digital world. We love what we do and we do it

well. Curiosity is the perfect merging of strategic,

traditional, social and interactive capabilities.

We call it:

A true strategic 360° Digital Advertising Agency Still curious? Here’s our brief history: After 25 years

in the advertising and marketing services industry,

partners Matt Fischer and Greg Livingston decided

it was time to create their own agency. Fresh from

building WonderGroup into a nationally recognized

advertising agency, they put together a team, the

best of the best in this new convergent media world

of ours, and started pushing boundaries. We’re

definitely on to something. Maybe that’s why

companies like yours call us everyday to see how

we can work together.

A strategic 360° digital advertising agency Curiosity is among the first of a new breed—a unique agency embracing the digital world your customers live in. A world that’s fast, offers new information and communication sources that are always “on,” provides for new distribution models and engages by allowing participation in the brand conversation. Yes, there is a real 360º agency created for today’s world. Curiosity is an agency in which strategy, traditional, interactive and social advertising live symbiotically under one roof, and can be molded and melded to generate optimal campaign solutions for our clients. A fully integrated campaign may include social media, interactive, print, television advertising, promotion, branding, research and even product development—as many

or as few elements as make sense for your initiative, brand, category or opportunity. Some clients tap us just for interactive communications or traditional advertising (we play well with others!), but many assign us the task of making their overall communications dollars work harder, and for them we create possibilities that reach farther and speak louder.

Positioning and Strategy Development

Traditional Advertising – TV, Print, Radio, OOH

Interactive Marketing and Advertising

Social Media Marketing Programs

Website, Virtual World Development

Branded Content and Production

Research

Design, Branding and Packaging

In recent years, the principals and staff of Curiosity have been fortunate to work with a stellar

roster of clients across a wide variety of categories:

Cincinnati Bell Communications Mentos/Perfetti Van Melle Airheads/Perfetti Van Melle

Sunny Delight Beverages Kellogg’s Chiquita

Hasbro Lipton Sylvan Learning Centers

Brown Jordan Mannatech Tetra

Kid Cuisine Smucker’s THQ Video Games

The Boy Scouts Meyer Capital Atari

Activision Nestlé Topps

Crayola NickCandy/Frankford Totes/Isotoner

Dean Foods Nickelodeon Tropicana

Heifer International Pepperidge Farm Unilever

Hershey Pillsbury Baking Walt Disney World

Humongous Procter & Gamble Wendy’s

Johnson & Johnson Reebok YMCA

How do we do it? Most marketers are still using strategic

planning processes based on the “traditional”

media of yesteryear. Long and cumbersome,

inputs at the beginning of those processes

are no longer valid at the moment of

execution. Just imagine what has happened

in the last 18 months to bear that out. We

realized it was time for a new approach. A

strategic process that includes the marketing

and the marketer. We call it Digital Agility™,

and it’s a new kind of strategic process built

for speed, efficiency, measurement and, most

importantly, change.

We create campaigns that touch today’s

millennial consumer at all of their touchpoints,

in the digital and physical landscape. As the

authority on marketing and advertising to

mom and the new digital family, Curiosity

studies all sides of the consumer

relationship and how it can impact your

initiatives and marketing efforts.

Digital Agility™ is a truly comprehensive process for integrating traditional and digital planning, strategy and execution in a complex world.

The modern digital consumer The consumer of today is vastly different

than the consumer of just a few years ago.

How, when, where and why consumers

interact with brands today, and what they

expect from those interactions, both

physically and emotionally, are driving the

economic futures of today’s product and

service companies. At Curiosity, we have a thirst for consumer

understanding. In addition to the strategic

insight processes employed on client

initiatives, all Curiosity staff are self-ascribed

purveyors of the social landscape. To that

end, partner Greg Livingston has even

co-authored two books designed to help the

overall marketing community better

understand selected key segments. His most recent book, Marketing to the New

SuperConsumer: Mom & Kid, released by

Paramount Book Publishing, provides a

glimpse into the true purchasing decision

process in the modern family.

Curiosity staff members are sought out as

experts in this new digital communications

environment and are frequently asked to

present and/or teach at industry conferences

and universities across the nation. The

principals of Curiosity have been featured on

NBC National Nightly News, CNN and the

International Herald Tribune TV (plus in

hundreds of newspaper and magazine

articles, including The Wall Street Journal,

The New York Times, The Washington Post,

Inc., Advertising Age, Adweek and

Brandweek).

The Great Tween Buying Machine

Marketing to the New SuperConsumer:

Mom & Kid

Albert Einstein said it best: “Out of complexity, find simplicity.”

We like that.

Strategic positioning Interactive Social media, viral marketing, branded content Advertising

“We were lucky enough to grow up in an environment where there was always much encouragement…to investigate whatever aroused curiosity.”

- Orville Wright

Using qualitative research to uncover key brand

insights and consultative expertise to transform

insights into key brand promises and reasons to

believe (RTBs), Curiosity delivers strategic input

into the RAMBO quantitative survey.

Analysis of key RAMBO questions helps to prioritize the brand promises and RTBs, allowing the strategy consultants to build strong position alternatives that best meet the RAMBO criteria for your brand.

But don’t just take our word for it. Companies

such as Kellogg’s, P&G, Evenflo, Nestlé,

Limited Too, Johnson & Johnson and

Walt Disney World have all benefited from the

RAMBO process.

Strategic positioning

Not just relying on market instinct and

creative talent, Curiosity takes positioning a

step farther by combining brand consultation

experience with sound marketing research.

Curiosity’s process, honed by the principals

of the agency throughout their careers, is

fed by consumer input and delivers brand

positioning that is unique, compelling and

capable of being owned by the brand.

Traditional processes rely on fully formed

positioning concepts developed through

creative input. Consumer evaluation of a

traditional positioning concept often leaves

marketers guessing the drivers behind a

preferred positioning and wondering if they

have developed the best position for their

brand. The process descriptor, the

“RAMBO” Positioning process, coined by

the principals of Curiosity while at their

previous agency, answers the key

positioning questions of:

“We keep moving forward, opening new doors, and doing new things, because we’re curious and curiosity keeps leading us down new paths.”

- Walt Disney

Interactive Today’s proactive youth, young family and

adult marketers have embraced the online

space. In order to win in today’s marketplace,

brands must provide interactive experiences

for their customers, with the objective of

creating deeper consumer relationships that

ultimately lead to thoughtful purchase.

Curiosity’s interactive capabilities are helping

to meet these brand objectives.

From website strategy to information

architecture, to creative design and

programming implementation, Curiosity

delivers exceptional interactive solutions for

its clients. Our staff specialists include

interactive strategists, art directors, designers,

copywriters, account teams, user experience

specialists, developers and programmers.

Interactive solutions are arrived at through a thoughtful process at Curiosity, and include the following:

Interactive/Digital strategy

Rich media or standard banners

Desktop and mobile applications

Design and information architecture

Website development

Database development

Interactive media buying

Success metrics reporting

Usability testing

Search engine marketing

Ongoing maintenance and management

Recent advertising campaigns* created by the principals and staff of Curiosity include:

Interactive

Evenflo Website

ToppsTown Virtual World Website

*All of the advertising presented here was created by principals and staff at Curiosity or while at their previous agency.

FiberPlus Website

YMCA Website

Mentos Mini Rocket Car Microsite

Wall•E Microsite

“Let’s just say I was testing the bounds of reality. I was curious to see what would happen. That’s all it was: curiosity.”

- Jim Morrison

Social media, viral marketing, branded content Today’s consumers reach out to their social

network to access information and to discuss

the brands, products and services they love,

as well as those they don’t. Our knowledge of

social media lets us create and maintain the

online bond between our clients and their

consumers, forming and nurturing positive

relationships that reflect in increased sales

and brand affinity. Strategy development and consumer due

diligence are just as important in social media

and viral campaigns as they are in traditional

campaigns. Curiosity dips into its strategic

toolbox from which dynamic communications

programs can be developed. For example,

our Social Persona Analysis gives us an

aerial view of the spaces where consumers

are interacting and how they’re using the web.

These tools help us “keep the consumer in

the room” and create strategic campaigns.

From viral videos to Facebook applications,

there are a myriad of new social media

channels and creative concepts that can be

orchestrated to bring your brand to life in the

digital environment where today’s millennial lives. Some of the campaign elements may include:

The best way to spread a message is to put it in the right hands (or the right mouths!) of today’s social consumers and let them help spread the brand message, with their own added sense of familiarity, credibility and connected excitement.

Social media strategy

Social site design (Facebook, YouTube, etc.)

Content creation and management

Webisode creation

Blog development and/or outreach

Social gaming development

Online reputation management

Social campaign tools – CivtasSocial™

Ongoing social maintenance and management

Evenflo: A Mother’s Promise Facebook Page

Kellogg’s Nutrition: Size It Up website widget

ToppsTown: Topps Attax Game

*All of the advertising presented here was created by principals and staff at Curiosity or while at their previous agency.

Recent advertising campaigns* created by the principals and staff of Curiosity include:

Social media, viral marketing, branded content

Mentos Social Media Campaign

Mentos Facebook Ad and Mentos Facebook Coupon

“Curiosity about life in all of its aspects, I think, is still the secret of great creative people.”

- Leo Burnett

Advertising Today’s modern digital consumer makes

purchase decisions based upon democratic

consensus of the whole family—a very

different purchase process than the one the

majority of baby boomers grew up with.

The decision of a wireless phone plan

purchase (in particularly the phone choices)

may be highly influenced by the families of

9- to 11-year-olds. Grandpa and Grandma

might be skypeing (live video web-based

phone calls) with their grown kids and

grandkids about where to hold the family

reunion. Mom is talking to other moms

online to learn how to get a particular stain

out of her couch. Today’s young adults grew

up in the transitioning digital world, and

Curiosity has evolved with them. Insightful

strategy and identification of the right

message is the foundation on which

Curiosity is creating effective campaigns for

its clients.

Our creative approach is direct:

We create advertising and marketing

communication messages that touch

the target consumer’s heart, engage

them in a meaningful way and spark

them to a desired action.

Recent advertising campaigns* created by the principals and staff

of Curiosity include:

Advertising

Mentos Gum Print Campaign ConAgra Kid Cuisine TV Campaign

Hilary Duff and

Hasbro’s Massively Mini Media

*All of the advertising presented here was created by principals and staff at Curiosity or while at their previous agency.

SunnyD Dance-off TV Spot

Cincinnati Bell Nick Lachey TV Spot

Sears Optical TV Spot

“Once we believe in ourselves, we can risk curiosity, wonder, spontaneous delight, or any experience that reveals the human spirit.”

—E.E. Cummings

It was a pleasure sharing our capabilities with you. We look forward to putting the Curiosity

culture to work and fulfilling the needs and

challenges that face you and your team, as

well as creating solutions for your brands and

initiatives that drive recognition, relevance,

reward and relationship with today’s new,

modern digital consumer.

Sincerely,

Greg Livingston COO & Chief Development Officer Curiosity Advertising glivingston@Curiosity360.com O. 513.744.6001 C. 513.235.6728 www.curiosity360.com