DV Digital

DIGITAL

Contact:

Paul McCormick

DeVito/Verdi

100 Fifth Avenue, 16th Floor

New York, NY 10011

[email protected]

212.431.4694

www.devitoverdi.com

ABOUT DEVITO/VERDIFounded in 1992, DeVito/Verdi has been one of the most consistently recognized ad agencies for strategic and

creative excellence. We have been named “Best Small/Mid-Sized Ad Agency in the US” by the American Association

of Advertising Agencies for six years. This is a record no agency, large or small, has beaten.

•For the past 19 years, we have consistently delivered outstanding creative results. Recent

awards include:

Cannes Gold, Silver and Bronze Lions; ADDY’s Best of Show (8 Gold, 3 Silver), ANDY World Championship;

One Show; Clio; Mercury Radio Award; International Automotive; BMA; Retail Advertising Conference Best of

Show Award; Festivals Award Grand Winner; Pollie’s Gold and Silver; Voted “Best Public Service” Agency of

the year; Advertising Age Best Print Ad of the Year; MPA/Kelly Finalist Best Print Campaign in the country;

Midas; American Advertising Association; OBIES; ICON.

•DeVito/Verdi is independently owned by co-founders Ellis Verdi, President, and Sal DeVito,

Executive Creative Director.

•The agency is not affiliated with any holding company or larger agency network; we feel that our independence

offers our client’s greater accountability and the highest quality work. (All compensation that comes into the agency

stays here and is put to work for our clients’ benefit.)

•We are business people first and foremost, and our work in communications is therefore a craft. This craft will be

judged as best of class by our clients. DeVito/Verdi operates with a “bias for action” with the responsibility to lead

clients to achieve their goals.

•DeVito/Verdi is a full-service agency. We have a broad range of core competencies, all provided by in-house, on-

premises staff. These include:

Strategic Planning & Research

Account Management

Creative Services

Media Planning & Buying

Digital Services

Direct Response

Promotions

Broadcast Production

Print Production- includes collateral & direct mail

DEVI

TO/V

ERDI

3

ABOUT DEVITO/VERDI CONTINUED...

•CREATIVE PHILOSOPHY. This agency also believes that revealing a truth -- about either the product, the

service or customer— is one of the most critical attributes for success. Our creative process is geared toward

seeking and uncovering these truths. A truth resonates with the target customer and creates an immediate bond; it

is usually straightforward, easily understood and often arresting.

•UNIQUE CREATIVE PROCESS. The agency has a built-in competitive system, where all creative teams compete

against each other on every assignment for every account in the agency (from national campaigns to small space

print ads). Thus, we do not assign a single group or creative team to any one business. Management insures

necessary consistency and all participate. This system supports the natural ebb and flow of creative excellence and,

as a result, the agency delivers a consistently higher quality product. It has for years.

Further, the company is known for hiring a number of creative people out of school. Sal DeVito has been teaching

the top advertising class at the School of Visual Arts for the past 25 years (he sees everyone’s “book” at one point or

another). As a result, every year he selects two or three of his top students to come work at the agency (this is our

“secret sauce”). This approach further ensures that consistently fresh approaches emerge even in the most tested

timelines.

•CLIENTS

SONY BMW

KOHL’S CANON

DAFFY’S SOLGAR VITAMINS

PEPSI/SOBE LEGAL SEA FOODS RESTAURANTS

MACY’S ASTHMA FOUNDATION

GREY GOOSE VODKA MASSACHUSETTS GENERAL HOSPITAL

FOR EYES OPTICAL MEIJER SUPERCENTERS

U.S. DEPARTMENT OF DEFENSE COLDWATER CREEK

HOTWIRE.COM ACURA DEALER GROUP

CARMAX AUTO SUPERSTORES THE SPORTS AUTHORITY

HBO/CINEMAX NATIONAL THOROUGHBRED RACING ASSOCIATION

ECAMPUS.COM CIRCUIT CITY

CHIPOTLE MEXICAN GRILL MOUNT SINAI MEDICAL CENTER

EMPIRE CHICKEN ESQUIRE MAGAZINE

DUANE READE DRUG STORES SEAGRAM’S

DRUNK DRIVING NEW YORK MAGAZINE

THESTREET.COM ANNA’S LINENS

REEBOK OFFICE DEPOT

KEEPER SPRINGS BOTTLED WATER GILDAN/GOLDTOE

DEVI

TO/V

ERDI

ABOUT DEVITO/VERDI DIGITALDeVito/Verdi DIGITAL utilizes in-house digital strategy, media, analytics, social media, promotion, mobile and

research functions to produce quick, results-oriented work. Our clients often call us a “stealth” agency. Known

for our pinpoint accuracy we consistently meet and surpass client expectations, every time nailing an assignment

ranging from global interactive campaigns to building client digital ecosystems.

Our method is simple. We believe that modules of smart, cross-disciplined employees, dedicated to one project

at a time, are capable of delivering big ideas and bigger results without the red-tape and bureaucracy that weighs

down most agencies. For each project we take on, we put together a small engagement team assembled from our

pool of creative, strategy, media and production experts to best execute the project at hand. Every member of the

team is engaged with all aspects of the project on a daily basis; this way our clients can quickly receive answers

they need from anyone on the team.

PhilosophyIt is our firm belief that brands are built with the following:

• A clear and focused Value Proposition that is emotionally relevant and rationally compelling to the target.

• A consistency in applying the Value Proposition over time and at the right level of engagement to break

through and create connection.

• A commitment to integration. There is no ‘silver bullet’ creative execution or a deployment of singled

medium that creates brand equity and value, but a zealous commitment to the message in all touch points.

5

INTEGRATED PLANNING PROCESSThe strength of our integrated planning process lies in three areas:

• First, senior members on our staff are highly experienced in designing integrated contact plans for clients

such as USMC, FEMA, Medco, Converse, Motorola, AT&T , HSBC, Sony, VW, Fidelity Investments and

McDonald’s.

• Second, we have perfected a process but believe that it’s strength lies in our ability to customize it for you.

• Third, it’s underpinnings lie firmly in quantitative and qualitative data.

Below is a brief description of our process.

Digital Boot Camp.

Immersive and collaborative working sessions with our clients, the focus of which is

three-fold:

a. Immerse the team in the business plan, consumer, competitive environment

and marketing strategy to set a collective ‘mindspace’ and clear articulation of

objectives.

b. Undertake a collaborative brainstorming session around initial thinking to

ensure we capture the group’s collective wisdom and initial thinking,

accelerating the ideation process and creating group ownership.

c. Develop a strong team working dynamic and create open communication flow,

critical to the development of ‘best idea wins’ mentality and ensuring

efficiency of execution.

Digital EcoSystem.

More than a creative brief to develop communications tactics, we use a Digital EcoSystem model framework that

focuses first on the Value Proposition and moves toward a more comprehensive digital messaging architecture.

It also provides the opportunity to define Brand Character and Attributes to provide more clarity around how to

create communication.

This will be the document used by the team to develop the core idea, shape creative execution and lead develop-

ment of integrated marketing strategy.

Ideation Platforms.

It is crucial that a brand-centric and consumer compelling idea be created that can live as a ‘complete thought’

across all digital touchpoints. We call these Idea Platforms.

As part of the agency’s internal concepting process, we invite our clients to be involved in initial concept exer-

cises that are ‘execution agnostic’, which allow the focus to stay on the core of the idea, based on the approved

brief, and not on subjective executional elements. This ensures we find ideas ‘with legs’ and the value of an idea

isn’t lost due to tactical bias.

INDUSTRY BRAND EXPERIENCE

Category Client

Hospitals UPMC, Memorial Sloan Kettering Insurance Blue Cross Blue Shield of Massachusetts, The Hartford, Geico Beverage Southern Comfort, Guinness, Ocean Spray, Silk Soy Milk Media Properties AOL, Budget Travel, NBC Networks, MSNBC, The History Channel Retailer Diamond Trading Company/Debeers, TJ Maxx, Marshalls, Verizon Wireless, Staples Fast Food McDonalds, Subway, Boston Market Financial Services HSBC, Fidelity, Merril Lynch, Citizens Bank, The Hartford, Harris Direct, Ameritrade, forex.com, Travel/Hotels: Accor, Royal Caribbean, Travelocity, Orbitz, Colonial Williamsburg, Tourism New Zealand, Tourism Australia, Tourism Mexico, JetBlue Sports US Open Tennis, US Open Series Education/universities Harvard Business School Automotive Volkswagen Automotive Dealers Volkswagen Dealers Automotive aftermarket Jiffy Lube Apparel/clothing Talbots

7

TEAM BIOS

David Song – Director of Digital ServicesDavid recently comes to DeVito/Verdi having founded Rosie Labs, an independent digital shop with clients such

as Sony Entertainment, Sony Corporate, Orbitz, Blowfish and Lambda Legal. David’s talents stretch across mul-

tiple disciplines. He started his career at Arnold Worldwide eventually rising to SVP/Group Director running all

the web-based accounts of the agency. He helped build Fidelity Investments into a digital marketing leader and

created the first VW online campaign that allowed users to buy cars online. More recently David has held senior

roles at Hill Holliday, JWT, and MMB NY. Leading advertising strategies for HSBC, Subway, L.L.Bean, AOL, Veri-

zon Wireless, USTA and American Red Cross.

Lauren Reddy – Digital Client ServicesClients see Lauren as a one-stop-shop for marketing, able to provide creative feedback, production timelines,

and marketing effectiveness for a campaign in a single conversation. Her background is both media and account,

crafting marketing strategies for clients such as Vanguard, Starz, Victoria’s Secret, and Pepsi, giving her big

brand experience combined with a love for a small, fast-paced business environment. She currently overseas the

digital account and media teams at DeVito/Verdi.

Dr. Urvashi Pitre – Digital Research and AnalyticsOver the past 20 years, Urvashi has become an expert in research and analytics. She has built a strong reputa-

tion for using data to drive revenue and optimization. In a number of senior agency roles within agencies such as

IMC2, JWT, RAPP, and Targetbase. Urvashi’s specialties include complex statistical analytics such as predictive

modeling, media-optimization, segmentation, Life-time value, data-driven CRM, web analytics, and custom-

izing KPIs to ensure a common measuring stick across all endeavors. Her experience includes brands such as

USMC, FEMA, Medcohealthstore.com, Direct Buy, Lambda Legal, Toyota, HSBC, Hyatt, Travelocity.com and

Royal Caribbean.

ENGAGEMENTWhile many know DeVito/Verdi for creative excellence over the years working with clients such as Sony, BMW,

Kohl’s, Grey Goose Vodka, Canon, and many others-- we are now bringing big ideas to the digital world.

We are now promoting a more effective use of digital communications as the new way to go-to-market and to

engage and delight customers. From what we’ve seen however, most digital agencies lack the creative firepower

to optimize this engagement in the digital space. This is where DEVITO/VERDI DIGITAL can play a major role.

Here are a few recent examples on the following pages:

9

Goldtoe-- Back to school campaign to drive online and offline sales

Gold Toe asked us to create a campaign that would drive online and offline sales during the back to school season for both GoldToe.com and their preferred retailers. Using digital media strategically to drive purchase conver-sions at either purchase point while providing measurable performance data.

We developed a microsite that enabled users to learn about Gold Toe, find their local store, and allowed them to purchase online. The digital campaign was set up to track performance on the following, allowing us to measure overall success: Purchases on GoldToe.com, Clicks to online retail partner sites, Searches for retail stores selling Gold Toe.

Click here to see the digital banner in action: http://view.vzaar.com/1432727/video

GOLDTOE HEADLINE BANNER 160X600 – GIFT GIVER

FRAME 1 FRAME 2 FRAME 3 FRAME 4 FRAME 5 FRAME 6 FRAME 7

( FIND )

FRAME 7

( SHOP )

Gildan-- Creating a new national underwear brand from scratch - for Millennials. Gildan is a giant in wholesale apparel, yet an unknown brand to the consumer world. This is their first effort to go up against the likes of Hanesbrands and Fruit of the Loom. We initiated a consumer research phase that drove our strategy: appeal to Millennials with an apparel brand they can call their own (Gildan is not the brand of basic apparel your Mom used to buy for you). Integrated campaign: strategic branding, package design, digital/social media plan, television, print, in-store merchandising, PR, guerilla, as well as trade sell-in.

11

KOhL’S DEPARTMENT STORES - SPRING MARKETING CAMPAIGNWe created an integrated, national campaign to increase engagement and capitalize on the “shopping haul” video

phenomenon seen on YouTube.

Partnered with Olympic athletes to promote Kohl’s low prices simultaneously on national television and Facebook.

Lindsey Vonn’s “Shop to Win” 2012 Commercial

https://www.youtube.com/watch?v=wAOSB3jtz7k

Facebook: “Hauls of Fame” Contest

- Consumers were invited to create and submit their own personal “haul” video

- Visitors could view each athlete’s “haul” video directly on Facebook for inspiration

- Shop to Win: users submitted their own haul video to Facebook for a chance to win; winners were also

announced through Facebook.

Lindsey Vonn’s Kohl’s “Haul”

http://www.youtube.com/watch?v=_SJWg07rfHE

Sony-- Growing categories with leader brands

Sony research showed that consumer awareness of key verticles was low, viewing it as just a consumer electronics powerhouse. It

became increasingly our challenge to rebrand and redesign Sony Corporate’s image across a variety of online and offline

executions, including social media based platforms.

We implemented the creative solution of leveraging the XMB icons representing the various Sony divisions as the building blocks

for this Sony united effort. We used this concept across music, gaming, film, and other Sony united efforts to form images includ-

ing the Facebook ‘like’ thumb, Bob Dylan, Priest in 3D title art, LittleBigPlanet2’s Sackboy hero, and the Sony brand message of

make.believe across multiple online and offline media touch points.

The campaign produced a 200% lift in Facebook page likes, tens of thousands of program participations

1 million new likes in 3 months and a creative concept that was adopted by other Sony divisions

13

DUANE READE DRUGSTORES – DIGITAL CIRCULARDuane Reade, the iconic New York City drug

store (253 locations) has been printing millions

of its weekly circular called The Duane Reader.

It is vital to its business, yet many times it falls

out of the newspaper or is simply left on the

doorstep. The new digital circular we created for

Duane Reade allows customers to get the circular

anytime, anywhere they want taking a photo of a

special by visual code they see on wild postings

throughout New York City and texting it to Duane

Reade. In about two minutes, the digital version

of the circular is emailed to their cell phone.

DAffY’S CLOThING STORES – TEXTING fAShIONWe came up with the idea of staging a street-level publicity event that blended window-shopping and a live

fashion show to create interaction from hundreds of passers-by for an entire day and night. Models in the

window were ready to try on any items in the new fashion range. They then asked the public at street level to

text a special number for each model, asking them to try on and then take off a particular item. Each message

was projected onto the store window, allowing everyone in the huge crowd to follow the conversation, while the

models themselves, each used a phone to interact with people on the street.

http://interactive.devitoverdi.com/daffys-fall-fashion-campaign

DAffY’S 5OTh ANNIVERSARY – BANNER/fACEBOOK NOTICEThe best banner ads all have one thing in common: they engage the viewer. To celebrate Daffy’s 50th birthday,

we staged a publicity event and invited the public to attend a huge party. To get consumers engaged, we created a

banner where people would have to blow out a birthday candle on their screen to get more information. We also

repurposed the creative execution to work as a Facebook page. As expected, the click through rates have been

much higher than the industry standard.

http://interactive.devitoverdi.com/daffys-50th-birthday-candle-campaign

LEGAL SEA fOODS RESTAURANTS fOURSqUARE “GUMBALL”For our Legal Sea Foods Restaurants client, we wanted to create a unique way for customers to engage in the

brand and be rewarded for doing so while also promoting their presence at the restaurant to others. Our idea

was to place a typical gumball machine in Legal Sea Foods where social media users can digitally “check in” to

the restaurant using their smart phone and Foursquare to receive instant gratification in the form of a gumball.

This works so well because it’s new technology in a very familiar format so it is easily and quickly adopted and it

understands that the right small enticement can overcome inertia to get people to sign in.

http://interactive.devitoverdi.com/legal-sea-foods-checknchew-gum-ball-machine

15

MEIjER MOBILE MARKETING PROGRAM – “GAS ALERT”Meijer stores sells gas and wanted to create some goodwill for their customers and the communities in their business area. Recently, as gas prices were fluctuating wildly, we helped Meijer develop use of a text-messaging program that alerts Meijer customers in advance of gas prices going up. Customers loved it and we were able to obtain major PR buzz.http://devitoverdi.vzaar.me/1251549

MEIjER hALLOwEEN DIGITAL PROjECTIONDespite its popularity in many markets, Meijer struggled to attract consumers located in key mid-west metro

markets such as Chicago. To let customers know that Meijer was “Halloween Headquarters,” we transformed

the city into a virtual version of Sleepy Hollow, complete with a running of the Headless Horseman. We drove

a customized van throughout the city projecting a digital image of the Headless Horseman along the sides of

buildings. We posted “Wanted” posters around the city instructing consumers to use their mobile phones to catch

the Horseman by texting “He Rides” to a special number. Among those who participated, one winner was chosen

to collect a $1,000 reward. That night we received hundreds of text messages and grabbed the attention of local

media outlets when several nightly newscasters reported on our campaign.

http://devitoverdi.vzaar.me/1251552

MEIjER STORES –STAYCATION With the current economy, Americans have been increasingly taking non-travel reliant vacations. We capitalized on

this idea by creating the Meijer “Staycation.” The integrated campaign initially looks like a travel ad, but customers

are surprised to find out about the potential for a great home-improvement project. Executional elements: direct

mail, in-store, website, blog, tabs, circulars, iPhone app.

DAffY’S PEEP ShOwWe drew Times Square traffic into the new Daffy’s Store by communicating the off-price retailer’s high fashion, low

price position. Creating a peep show enabled us to show customers what %80 off REALLY looks like.

http://interactive.devitoverdi.com/daffys-peep-show

17

CREa

TIVE

Sam

plES

Below are links to view our TV and Radio creative.




On the following pages, please review our print creative samples.

DV Digital

Documents

Transcript of DV Digital