Consumer Engagement Agency Ushers in a New Wave for Marketing;
Caps Off a Stellar Year in 2008
NEW YORK – Jan. 15, 2009
Big Fuel, the consumer engagement agency, today announced its vision for 2009, predicting a decline in the use of destination Web sites, a boom in marketing programs that combine accountability and new media sensibility and the shut-down of the “one stop shop.” The company, which ended 2008 with four new clients and launched a virtual think tank to connect brands and consumers, ContenttoCommerce.TV, is continuing to change the face and future of brand marketing for 2009 and beyond.
Big Fuel anticipates significant changes in the marketing and branding world in 2009, including:
• Accountability + New Media Sensibility = Success: Economic conditions are such that most brands can’t afford to spend money on wild schemes in the hope that something will “go viral.” At the same time, the consumer revolution is over, and consumers have wrestled control from the brands that serve them. The challenge: create marketing platforms that are more accountable than ever while adapting to the new media landscape.
• Death of Destination Web Sites: The days of expecting consumers to find their way to a brand’s marketing content have been dwindling. With social media becoming a more dominant source of click volume every month, it will be more important than ever for brands to distribute their content where audiences already live to effectively reach them. To be successful brands will have to build content around what’s already going on in consumers’ lives, as opposed to adhering only to the brand’s agenda.
• “One Stop Shop” is Not My Stop: The day of the “one stop shop” approach to servicing big agency clients is dimming, if not completely over already. While every client’s needs are different, by and large companies are learning that it’s most important to make sure they’re doing best-of-class work in every area. More and more clients are favoring a model that uses agencies with broad and deep resources, working in partnership with more agile, specialty providers – a trend we see continuing in 2009. We also see that small agencies positioned to work alongside larger shops will be in a better place than those competing with them.
“The industry is going through a major shift and companies have to be smart and agile with their marketing efforts in order to make a noticeable impact,” said Avi Savar, CEO, Big Fuel. “There is a tremendous opportunity during these economic times for marketers to leverage all the new media tools, applications and platforms that stormed the scene in 2008. In addition to developing and producing meaningful content, we’re able to help our brand partners use these tools to find consumers and engage with them on their terms to form solid and lasting connection.”
Business highlights for Big Fuel in 2008 include:
• Executive Changes: Ian Baer was brought on in early 2008 as president and Mike McGraw was promoted to chief operating officer.
• Solid Revenue and Customer Growth: Even in a down economy, Big Fuel achieved its fourth straight year of double-digit revenue growth and capped off the year with four new clients and several new projects with existing clients.
• Content to Commerce: Big Fuel also introduced Content to Commerce as its business model and philosophy, launched a new Web site, began the Content to Commerce blog and established ContenttoCommerce.TV.
“We are so proud of what we achieved in 2008 by building on our already successful track record of high-impact consumer engagement programs for our clients,” said Ian Baer, president, Big Fuel. “In many ways we defined a new space with our Content to Commerce model – proving that big ideas and measurable results carry equal weight, even in today’s media landscape. And we’ve learned that this accountable model applies in categories as far ranging as entertainment, packaged goods and retail.”
ContenttoCommerce.TV is an interactive video think tank developed to create a community conversation between brands and consumers through an open, honest exchange. A first of its kind, the site is an aggregation of market voices and consumer opinions that helps to answer the question: “What do consumers want?” ContenttoCommerce.TV is an ongoing project for consumers, brands and marketers to learn from each other. Aimed at providing marketers with unlimited access to key insights and constant access to consumer panelists, it enables people to share their opinions on what consumers really want and identify new trends early and from the source. The site is populated with marketer interviews and consumer feedback from man-on-the-street interviews, which are tagged based on different topics and ideas.
About Big Fuel:
Big Fuel, the consumer engagement agency, is a full-service marketing and communications company based in New York that takes brands from Content to Commerce.
The agency’s unique approach bridges “people stories“ to “product stories“ through branded content and messaging that speaks to the real-life needs of consumers. Big Fuel is one part marketing agency, building brands through consumer insight; one part entertainment company, creating content that people love; and one part distribution company, driving results by delivering that content to targeted audiences.
Big Fuel works with major brands – like MySpace, FOX, The U.S. Department of Justice, NBC-Universal, Neutrogena and Colgate-Palmolive – along with leading publishers and platforms to help marketers achieve true consumer engagement.