How to #createAwesome Every Day
At Ayzenberg, we’ve always been focused on Generation Now – influential consumers who are not defined by demographics, but by their ability to instantly recognize the value of a product or service, and to share their passions with others. By tapping into the power of Generation Now, we help bring our clients the most innovative, efficient and effective solutions for their marketing needs.
We do this through the invention and adoption of innovative technology and processes, and by building a team that can wield these tools like nobody else.
Until now, the agency world has been organized around an approach of “above the line, below the line and through the line.” Based on over two decades of marketing experience and insights, we have synthesized a different approach we believe progressive companies need today: Frontline.
As a Frontline agency, our creative products and sharing strategies are powered by listening processes and discovery tools that give us insights into the desires of consumers.
Our Frontline approach gives us a unique ability to increase the level of consumer trust in a brand. Since Wall Street and brand marketers are increasingly judging the value of brands by public perception and trust, we’re developing a Brand Trust Index to create a profile and rating for the companies we work with. We then use our Frontline Marketing tools and processes to positively influence brand trust.
The resulting data and analysis from our Frontline system inform everything we do as an agency, complementing our agency’s business model, which is built around 3 integrated pillars:
LISTEN + CREATE + SHARE
These serve as the basis of our agency’s products and services, representing a virtuous cycle technology that continually refines and improves the services it informs, powering our Frontline Marketing approach. In addition, these pillars form the foundation of our agency’s organizational structure of teams.
The Listening Team
Our Listening Team uses Ayzenberg proprietary and 3rd-party tools and processes to gather and interpret market intelligence. We also use our patented influencer discovery tech, which uses top-down psychometric analysis, along with our hybrid top-down, bottom-up social listening methodology, to power ION’s unique Brand Soulmates approach to matching brands with their ideal online content creators. In turn, our Predictive Marketing process is powered by cognitive technology from our Brand Soulmates platform.
Devoted to interpreting data-driven social analytics, our Listening Team delivers the information we call [a]insights, which helps formulate the strategy that fuels our agency’s efforts.
- [a] proprietary processes, listening tech and automated reporting system
- 3rd-party listening, market intelligence tools and data analytics
- Real-time insights and analysis
- Online marketing trends and analysis
- Patented influencer discovery (ION)
- Brand Soulmates™
The Creative Team
The power of insight is only as good as the creatives who bring it to reality. Our creative team uses insights and strategy from our listening team to craft award-winning products across a full range of products and services.
- Brand ID
- Original Brand Content
- Social Media
- Full Editorial
- Sound Stages
- ION influencer talent management and creative
The Sharing Team
Our media and distribution experts use fully integrated media practices to launch brand stories through a spectrum of paid, earned and owned media channels, products and managed services.
- Paid Media
- Paid Social
- Earned Social Amplification
- ION, a managed service for distribution of media through influencers to their subscribers
- ICNs, customized owned media brand channel network services
Though we are organized by Listening, Creative and Sharing Teams, there is really only one team that matters most to our clients: the Ayzenberg team.
Our commitment to being the best, redefining the definition of advertising, and believing that we control the outcome of our efforts by understanding and acting upon the “now” of our audience is essentially what the Frontline Marketing Approach is all about. Along with our Predictive Analytics process, it enables us to forecast cultural trends and to create brand stories that resonate deeply with today’s most connected consumers.
This approach is also our catalyst for disrupting and transforming the advertising industry in order to address the monumental technological and societal shifts that are changing the way brands communicate with consumers. In response to these changes, we are pioneering a new category of communication and a new business model to replace the traditional ad agency model. We now position ourselves as a Communication Arts Orchestra, conducting marketing direction for brands and their audiences through the Frontline approach.