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One of our own is honored to be able to share her knowledge and expertise on radio marketing. Launch co-founder and principal Diane Seimetz has been invited to participate as a panelist at the Radio On! Creative Workshop, located in downtown Dallas, on March 7th. She will discuss the experiences she’s had working closely with such clients as Park Place Dealerships, Sam’s Club, Promised Land Dairy and others, and how to write engaging, compelling radio creative.
Diane will be joined on the panel by:
- Chris Smith, Group Creative Head, The Richards Group.
- Aldo Quevedo, President, Dieste.
- Paco Olavarrieta, Chief Content Curator, Dieste.
- Ricky Roo, VP Creative, TM Studios.
Seats are limited, so register now! Tickets are $125/person and include the panel, lunch and a session by guest speaker Roy Williams, best-selling author of The Wizard of Ads. Click here to register!
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Inc. magazine seeks to recognize and to celebrate the creativity, dedication, and hard work that entrepreneurs put into building their companies. The Inc. 5000 annually ranks the fastest-growing private companies in the U.S. And for the second consecutive year, Launch was honored to make the list.
We moved up a few hundred spots, landing at #3145 for 2011. There are more than 27 million businesses registered in the U.S. so the ranking puts the agency in some lofty company.
The Inc. 5000 are catalysts for job creation and growth. In fact, the 5000 created 370,592 jobs in the last three years.
Launch Principals Michael Boone, Diane Seimetz and Dave Wilgus would like to thank Jane Berentson, Editor, Inc. magazine and her staff for the list and recognition. And, of course, credit goes to our client partners, and our creative, talented staff.
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I recently returned from SIGGRAPH 2011, Vancouver, BC. SIGGRAPH (or Special Interest Group on Graphics and Interactive Techniques) is a premier international computer graphics, video, animation and new technologies conference.
The overall focus centered around the idea of community within the animation/effects/interactive industry. This was a chance to acknowledge the key companies and individuals that have steadily helped push and grow the computer graphics industry and specifically the SIGGRAPH family.
Of course great work, ideas and inspirations were all around. While last year saw a heavy industry push towards “stereoscopic 3D,” that emphasis seemed to have faded. Interactivity, through gaming and online productions, still held high interest. And some of the best, budding ideas were found in the student/research expo, “The Studio.” One incredible prototyped development actually measured an individual’s heart rate and vitals simply through web cam use and its recordings. Virtual reality and immersive interactive environments were prominent again; 3D printers were also on display and demoing capabilities.
The lectures at SIGGRAPH balanced technology with the human element and thoughts on the industry. The keynote speaker was Cory Doctorow, an industry blogger and Wired contributor. He spoke specifically on the effect patent laws are having on the individual and creativity. Production teams/directors from some of the latest features, Rango, Thor, Pixar’s La Luna and Cars 2, and Smurfs, shared personal and technical insights as well.
Finally, the SIGGRAPH animation showcase gave attendees a chance to view some of the strongest visualizations and productions from the past year. Enjoy just a few unique styles and amazing ideas from around the world — some beautiful, some dark, some funny, but all very well-crafted:
La Luna (the latest Pixar short – trailer, and another beautiful piece on its way)
Paths of Hate (Jury Award – trailer)
Coke “Siege” (commercial spot, Wieden + Kennedy, Nexus/Fx, Mat)
Amnesty International “Death to the Death Penalty” (commercial spot, Pleix)
The Fantastic Flying Books of Mr. Morris Lessmore (Best in Show – trailer and iPad app)
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To get an insider’s view of the exploding mobile gaming market and the role advertising is playing in it, Launchers Alex Slotkin and Kevin Byrd attended the Dallas Ad League’s September luncheon featuring Paul Bettner. As co-founder of McKinney-based mobile game studio New Toy, he’s responsible for the incredibly addictive iPhone app Words With Friends.
Paul and his brother started New Toy a couple years ago after building their design and development experience at big firms like Microsoft-owned Ensemble Studios where they worked on the $50 million launch of Halo Wars. Their “aha” moment came after watching a young girl play Nintendogs on a Nintendo DS. There was huge potential to tap this market of non-traditional players with casual games that didn’t require monster budgets or long development cycles. Games that relied on social aspects to hook players and get them evangelizing to friends and family. The iPhone provided a killer platform to make it happen.
By following this “blue ocean strategy” of game niches that aren’t crowded with competitors, New Toy has made a name for itself. Words With Friends has a user retention rate twenty times that of the App Store average. Player engagement is thirty times longer. Their free, ad-supported version of the game pulls in one billion ad impressions per month. As Bettner emphasized, consolidation in the mobile advertising market (such as Google AdMob and Apple iAds) is leading to higher quality, more engaging ads that bring better results. Moving forward, New Toy is looking for innovative ways to integrate advertising into games, such as partnering with Skittles to turn all the game’s tiles into colored candies for a month.
According to Bettner, we can look forward to a new Farmville-like game from New Toy later this year, and another “____ with Friends” game he wouldn’t reveal, but it will no doubt be on everyone’s mind before too long. We at Launch can’t wait.
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Like most successful agencies, Launch has focused an increasing amount of energy and resources on interactive communications. We do a lot of email marketing as part of integrated campaigns for our clients, including Park Place Dealerships, and offer this Top 10 List of pointers:
1. Focus on one message with one call-to-action
Keep the message simple and be clear about what the reader’s next step should be. In general, the click-through button should be large enough to see from a few feet back.
2. Remove alternate paths that would distract from the call-to-action
Don’t feel the need to duplicate the website’s navigation. Direct traffic to your end goal.
3. Keep it easy on the eyes
Large blocks of copy are difficult to read onscreen. Make use of bullets. Remember that people tend to read in an F-shape (left to right, up to down).
4. Keep the most important information at the top
Many email users view their emails in a preview pane, so keep the most important information at the top of the email. That may be all some people see.
5. Remember your medium
When designing, remember that there are only a handful of web-safe fonts. If you stray from this list, your copy will need to be saved as a graphic. But use too many graphics, and your email could be flagged as spam.
6. Craft your subject lines carefully
If a subject line doesn’t pique their interest, they may delete the email without opening. To improve your open rate, keep your subject lines as relevant as possible and avoid common spam keywords like “Free.” Shorter subject lines test better than long ones.
7. Timing is everything
Deploy emails at various times to see what works best for your database. Generally speaking, mid-morning and mid-afternoon are preferred. Emails sent mid-week (Tuesday-Thursday) tend to perform better than those sent on Monday or Friday.
8. Clean your database
Any email effort is only as good as its list. Keeping your database clean will help you deliver the right message to the right people.
9. Know the CAN-SPAM regulations
Make sure you’re familiar with CAN-SPAM before you start emailing your database. A tarnished email reputation can be difficult to combat. Click here for a CAN-SPAM compliance guide to learn more.
10. Test and optimize
Last but certainly not least, be sure to test your email before you deploy. Yahoo and Hotmail recently made subtle changes to their back-end email coding. The revisions were not announced because they were so minor – unless you’re an email marketer. The only way to be certain your email will appear correctly is to test before deploying. Open a few free accounts and take a moment to review them all. It could save you from embarrassment later.
Once that email has finally deployed, track your results. Over time, you’ll spot performance trends in day, time, subject line, offer, etc. and be able to optimize for greater success.
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There are more than 27 million businesses registered in the U.S. For the past 30 years, Inc. magazine annually ranks the 5000 fastest-growing private companies. Launch is excited to have made the 2010 list. Officially we are #3523, but what’s in a number?
In the words of Jane Berentson, Editor, Inc. magazine, “More than ever, this year’s list is a testament to the creativity, resilience and tenacity of America’s top entrepreneurs.”
For Launch, on behalf of my partners Diane Seimetz and David Wilgus, I’d like to thank our creative, dedicated staff for all their great work and recognize our special roster of clients and the mutually successful relationships we have with those talented professionals.
Thank you also to Jane and Inc. It’s an honor just to be nominated. But it’s even better to actually make “the list.”
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On August 10, Launch Agency principal/creative director Diane Seimetz, was a part of the 3-member panel at the monthly Dallas Ad League luncheon. The panel topic was on the benefits of doing pro bono work in the advertising industry. Other panelists included Elba Intriago from INSPIRE!, Brian Nadurak from Click Here, and Angelo Antoline from mundayMorning Creative, who was the panel moderator.
Diane presented some of the award-winning pro bono work Launch has done for very special clients such as The Voice Foundation, Children’s Advocacy Center of Collin County, The Rise School and Susan G. Komen for the Cure. She also spoke about Launch’s involvement in the American Heart Association’s Dallas Heart Walk, which had special meaning to her and the whole Launch family.
A highlight of the luncheon was the inspirational stories that were shared by the panelists. After each member on the panel spoke about their agency’s own pro bono work and philosophy, they answered questions on the pros and cons of these assignments.
The panel stressed the importance of keeping the same agency processes with pro bono clients as done with paying clients. Making sure the charity’s mission aligns with your agency’s mission and values is also important before establishing a relationship. Agency bandwidth and resources are also huge factors. Using the agency’s clout and resources can be key in getting work produced for very little to no cost.
It was agreed that in every case, pro bono work should be your agency’s best work; something to be proud of that truly helps the cause!
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I recently attended SIGGRAPH
(or Special Interest Group on Graphics and Interactive Techniques), a premier international computer graphics, video, animation and new technologies conference.
http://www.poppyfilm.com/index.html (Jury Award)
http://polynoid.org/polynoid_loom.html (Best in Show Award)
http://motionographer.com/wp-content/uploads/2008/12/hinted_vw_fishdog_med.mov
http://www.thebeatlesrockband.com/videos/cinematic
http://motionographer.com/wp-content/uploads/2009/09/rinsch_audi_DD.mov
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Tom Hough, friend of Launch and frequent creative collaborator, filed this report after attending the Illustration Conference 6 (ICON6 for short) in Pasadena, California in July.
I’ve always found illustrators to be kind of an elusive bunch — a rather solitary and nocturnal species, since they’re all freelancers. I’ve done some illustration myself, along with graphic design, so I jumped at the chance to see and interact with these unique people.
It was a large and interesting group, and the conference program was great. So, without further ado, here is a run-down of some of the stand out speakers and topics.
The opening Keynote address was entitled “The Future of Publishing” and was presented by a panel of speakers including Scott Dadich, Creative Director, Wired, and Kelly Doe, Art Director, The New York Times, among others. They addressed an elephant in the room: whether electronic media, such as the iPad and Kindle, will sweep away the last few areas of print publishing that haven’t been completely transformed by the Internet. The consensus: yes, although it might take as long as 10 years.
There were many speakers at the conference from the publishing and film industries who discussed their careers and companies. Highlights from a few:
Wayne White: His greatest claim to fame is as the set designer of Pee-Wee’s Playhouse. But he has had a fascinating and varied career as painter, art director, set designer and installation artist. Just listening to his body of work made me tired.
Thomas Blackshear: He talked about the process of being a “traditional” illustrator in the style of N. C. Wyeth and branching out to non-traditional venues to sell his illustrations.
David Saylor: An art director at Scholastic Books, David spoke of his career in the publishing industry and talked of one of the few times that illustrations created for a series of books made it into the movie titles and posters: the Harry Potter series.
Scott Dadich: This creative director for Wired Magazine discussed a fascinating article done for the iPad version of Wired that used an animated interactive illustration.
Kathy Altieri: As the production manager for the 2010 release “How to Train Your Dragon,” Kathy talked about the incredible amount of work that goes into a feature-length animated movie, how long it takes, how many hundreds of animators are involved and how much concept and preproduction illustration work is done. Mind-boggling.
Saiman Chow and Jesus De Francisco: This pair, illustrator and Creative Director at Motion Theory, respectively, spoke about the field of motion graphics and what it holds for the future of illustration. There was a continuing Q&A between the audience and speakers about whether illustrators need the ability to animate their images for the coming electronic media, through software like Flash or HTML5. Some illustrators voiced that they didn’t want to become “programmers” in addition to being artists, but the panelists pointed out that nearly everyone in the crowd had learned to use Illustrator and Photoshop, and learning other software wasn’t any different. In other words, adapt or die.
There were many other presenters, speaking on subjects as diverse as copyright law, computer animation, children’s books, graphic novels, self-promotion, social media, inspiration, art history and technique, the gallery world, electronic publishing, contracts and negotiation. The most inspirational part of the conference, however, was listening to the individual illustrators discuss their life and work.
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Launch was pleased to have been recognized for its work on behalf of long-time client Rent-A-Center.
The Rental Advertising Excellence (RAE) Awards, the rent-to-own industry’s longest held advertising competition honors the best radio, television, print and Internet advertising campaigns created over the past year. The awards show and annual conference was held July 19-22.
Launch won a Gold and a Bronze in the :30 Radio category and a Silver for :30 TV.
Congratulations also go to partner agency Razor for their awards won in support of Rent-A-Center.
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