For years, agencies have competed to one-up each other with “holiday cards” that often take the form of funny videos or interactive sites. But the novelty has worn off in recent years, as more agencies see the practices as “frivolous,” in the words of Katy Hornaday, executive creative director of digital agency Barkley.
The Kansas City, Missouri-based agency is instead donating its traditional card budget to the local Big Brothers Big Sisters chapter, Barkley’s nonprofit client. The donation is going toward art supplies so kids can make ornaments. The agency will create a video of the kids making their ornaments, and share it with clients through email. The agency would not reveal the exact amount of money it is donating but said the number is in the thousands of dollars.
“Cards or gift baskets are nice,” said Hornaday, “but helping our client share a true creative opportunity with kids in Kansas City seemed to capture the spirit of the season in a much more meaningful way.”
Donating card and gift budgets to charitable causes on their clients’ behalf is a trend many agencies are following this year.
DDB North America is also forgoing the traditional agency card they would normally send to their clients. Instead, the agency plans to divide the cost of their cards into $500 portions, leaving the money in cards next to sleeping homeless people as a random act of kindness in major cities, including New York, Chicago, Toronto, San Francisco and Vancouver, British Columbia. The agency did not disclose how it would communicate this to its clients or how much money it is giving away.
Toronto-based agency Zulu Alpha Kilo is taking a silly approach to charitable giving but is still putting its money where its mouth is. It partnered with Toronto’s First Spice Mixing Company to create Bake & Wake, a caffeinated turkey rub people can buy, and created a 15-minute video of an Australian masseuse massaging a turkey. To go along with that, the agency has donated 150 turkeys, totaling $3,251, to Second Harvest, a food rescue organization in Canada.
In a year filled with sexual harassment allegations and natural disasters, agencies want to show they are helping in some way.
Cleveland-based agency Marcus Thomas is making donations of an undisclosed sum in their clients’ names to no-kill shelters acting as a safe haven for dogs displaced by the hurricanes in Texas and Florida. Each client will receive a photo of a dog that is benefiting. “Given the recent disasters that have impacted so many, we wanted to help,” said Jamie Venorsky, partner and executive creative director at Marcus Thomas.
Instead of a holiday card, digital agency Crowdtap will make a donation to a women-centric organization on its clients’ behalf. The agency is asking its clients to vote on which foundation the money should go to, such as Planned Parenthood or Susan G. Komen. Crowdtap would not disclose the donation amount, just that it would be “generous.”
Image courtesy of Zulu Alpha Kilo.
Skills shortages and legal uncertainty curtail marketers’ in-house ambitions for programmatic
IAB Europe survey reveals a significant in-housing slowdown with only 16% of marketers employing it as a model for programmatic trading.
This charging company wants to reach electric vehicle drivers with digital displays
A company that makes charging stations for electric vehicles, Volta, is aiming to attract current drivers to electric vehicles with its educational ad spots through its social media channels, website, and OOH network.
TikTok claims to clean up its feeds as it increases the removal of fake accounts, ads and pre-teen users
Tens of millions of fake or underage accounts, millions of ads and more than 100 million videos were removed in Q2 for violating TikTok’s policies.
SponsoredHow FAST channels are redefining primetime opportunities for advertisers
Sponsored by Vevo With the competition from content providers continuing to build, the traditional primetime TV slots are no longer guaranteeing the mass audiences they once did. Television viewership is evolving, and the primetime window of 8–11 p.m. is less broadly reflective of younger audiences’ content consumption habits. In 2022, attracting TV viewers is a […]
Member ExclusiveDigiday+ Research: Brands and agencies agree they are confident in Google, but differ on ad spend
Digiday surveyed 90 brand and agency professionals in the third quarter to find out how their marketing spend lines up with their confidence that Google drives success as a marketing channel.
Tech firm touts new way to generate first-party data for agencies, publishers without privacy-compliance issues
FullThrottle’s Audience Flume product has been in market for more than a year, but is just being formally rolled out. The company is still awaiting a formal patent.