™
Capabilities
"I think, at a child’s birth, if a mother could ask a fairy godmother to endow it with the most useful gift, that gift would be curiosity." – Eleanor Roosevelt
“Curiosity is one of the most permanent and certain characteristics of a vigorous intellect.” – Samuel Johnson
"The first and simplest emotion which we discover in the human mind, is curiosity." – Edmund Burke
Who is Curiosity? It’s very rewarding to be curious. Asking “why” and pushing boundaries are what we do. Hey, it’s what gets us out of bed in the morning. We’re leaders in the digital world. We love what we do and we do it well. Curiosity is the perfect merging of strategic, traditional, social and interactive capabilities. We call it: A true strategic 360° Digital Advertising Agency Still curious? Here’s our brief history: After 25 years in the advertising and marketing services industry, partners Matt Fischer and Greg Livingston decided it was time to create their own agency. Fresh from building WonderGroup into a nationally recognized advertising agency, they put together a team, the best of the best in this new convergent media world of ours, and started pushing boundaries. We’re definitely on to something. Maybe that’s why companies like yours call us everyday to see how we can work together.
A strategic 360° digital advertising agency Curiosity is among the first of a new breed—a unique agency embracing the digital world your customers live in. A world that’s fast, offers new information and communication sources that are always “on,” provides for new distribution models and engages by allowing participation in the brand conversation. Yes, there is a real 360º agency created for today’s world. Curiosity is an agency in which strategy, traditional, interactive and social advertising live symbiotically under one roof, and can be molded and melded to generate optimal campaign solutions for our clients. A fully integrated campaign may include social media, interactive, print, television advertising, promotion, branding, research and even product development—as many
Positioning and Strategy Development Traditional Advertising – TV, Print, Radio, OOH Interactive Marketing and Advertising Social Media Marketing Programs Website, Virtual World Development Branded Content and Production Research Design, Branding and Packaging
or as few elements as make sense for your initiative, brand, category or opportunity. Some clients tap us just for interactive communications or traditional advertising (we play well with others!), but many assign us the task of making their overall communications dollars work harder, and for them we create possibilities that reach farther and speak louder.
In recent years, the principals and staff of Curiosity have been fortunate to work with a stellar roster of clients across a wide variety of categories:
Cincinnati Bell Communications
Mentos/Perfetti Van Melle
Airheads/Perfetti Van Melle
Sunny Delight Beverages
Kellogg’s
Chiquita
Hasbro
Lipton
Sylvan Learning Centers
Brown Jordan
Mannatech
Tetra
Kid Cuisine
Smucker’s
THQ Video Games
The Boy Scouts
Meyer Capital
Atari
Activision
Nestlé
Topps
Crayola
NickCandy/Frankford
Totes/Isotoner
Dean Foods
Nickelodeon
Tropicana
Heifer International
Pepperidge Farm
Unilever
Hershey
Pillsbury Baking
Walt Disney World
Humongous
Procter & Gamble
Wendy’s
Johnson & Johnson
Reebok
YMCA
How do we do it? Most marketers are still using strategic
mom and the new digital family, Curiosity
planning processes based on the “traditional”
studies all sides of the consumer
media of yesteryear. Long and cumbersome,
relationship and how it can impact your
inputs at the beginning of those processes
initiatives and marketing efforts.
are no longer valid at the moment of execution. Just imagine what has happened in the last 18 months to bear that out. We realized it was time for a new approach. A strategic process that includes the marketing and the marketer. We call it Digital Agility™, and it’s a new kind of strategic process built for speed, efficiency, measurement and, most importantly, change.
We create campaigns that touch today’s millennial consumer at all of their touchpoints, in the digital and physical landscape. As the authority on marketing and advertising to
Digital Agility™ is a truly comprehensive process for integrating traditional and digital planning, strategy and execution in a complex world.
The modern digital consumer The consumer of today is vastly different than the consumer of just a few years ago. How, when, where and why consumers interact with brands today, and what they expect from those interactions, both physically and emotionally, are driving the economic futures of today’s product and
The Great Tween Buying Machine
Marketing to the New SuperConsumer: Mom & Kid
service companies. Curiosity staff members are sought out as At Curiosity, we have a thirst for consumer understanding. In addition to the strategic insight processes employed on client initiatives, all Curiosity staff are self-ascribed purveyors of the social landscape. To that end, partner Greg Livingston has even co-authored two books designed to help the overall marketing community better understand selected key segments.
experts in this new digital communications environment and are frequently asked to present and/or teach at industry conferences and universities across the nation. The principals of Curiosity have been featured on NBC National Nightly News, CNN and the International Herald Tribune TV (plus in hundreds of newspaper and magazine articles, including The Wall Street Journal,
His most recent book, Marketing to the New
The New York Times, The Washington Post,
SuperConsumer: Mom & Kid, released by
Inc., Advertising Age, Adweek and
Paramount Book Publishing, provides a
Brandweek).
glimpse into the true purchasing decision process in the modern family.
Albert Einstein said it best: “Out of complexity, find simplicity.� We like that.
Strategic positioning Interactive Social media, viral marketing, branded content Advertising
“We were lucky enough to grow up in an environment where there was always much encouragement…to investigate whatever aroused curiosity.” - Orville Wright
Strategic positioning Not just relying on market instinct and creative talent, Curiosity takes positioning a step farther by combining brand consultation experience with sound marketing research. Curiosity’s process, honed by the principals of the agency throughout their careers, is fed by consumer input and delivers brand positioning that is unique, compelling and capable of being owned by the brand.
Using qualitative research to uncover key brand insights and consultative expertise to transform insights into key brand promises and reasons to believe (RTBs), Curiosity delivers strategic input into the RAMBO quantitative survey.
Traditional processes rely on fully formed positioning concepts developed through
Analysis of key RAMBO questions helps to
creative input. Consumer evaluation of a
prioritize the brand promises and RTBs, allowing
traditional positioning concept often leaves
the strategy consultants to build strong position
marketers guessing the drivers behind a preferred positioning and wondering if they
alternatives that best meet the RAMBO criteria for your brand.
have developed the best position for their
But don’t just take our word for it. Companies
brand. The process descriptor, the
such as Kellogg’s, P&G, Evenflo, Nestlé,
“RAMBO” Positioning process, coined by
Limited Too, Johnson & Johnson and
the principals of Curiosity while at their
Walt Disney World have all benefited from the
previous agency, answers the key
RAMBO process.
positioning questions of:
“We keep moving forward, opening new doors, and doing new things, because we’re curious and curiosity keeps leading us down new paths.” - Walt Disney
Interactive Today’s proactive youth, young family and adult marketers have embraced the online space. In order to win in today’s marketplace,
Interactive solutions are arrived at through a thoughtful process at Curiosity, and include the following:
brands must provide interactive experiences for their customers, with the objective of
Interactive/Digital strategy
creating deeper consumer relationships that
Rich media or standard banners
ultimately lead to thoughtful purchase.
Desktop and mobile applications
Curiosity’s interactive capabilities are helping to meet these brand objectives.
Design and information architecture Website development Database development
From website strategy to information architecture, to creative design and programming implementation, Curiosity delivers exceptional interactive solutions for its clients. Our staff specialists include interactive strategists, art directors, designers, copywriters, account teams, user experience specialists, developers and programmers.
Interactive media buying Success metrics reporting Usability testing Search engine marketing Ongoing maintenance and management
Interactive Recent advertising campaigns* created by the principals and staff of Curiosity include:
Evenflo Website
ToppsTown Virtual World Website
FiberPlus Website *All of the advertising presented here was created by principals and staff at Curiosity or while at their previous agency.
Wall•E Microsite
Mentos Mini Rocket Car Microsite
YMCA Website
“Let’s just say I was testing the bounds of reality. I was curious to see what would happen. That’s all it was: curiosity.” - Jim Morrison
Social media, viral marketing, branded content Today’s consumers reach out to their social network to access information and to discuss
channels and creative concepts that can be orchestrated to bring your brand to life in the digital environment where today’s millennial lives.
Some of the campaign elements may include:
the brands, products and services they love, as well as those they don’t. Our knowledge of social media lets us create and maintain the
Social media strategy Social site design (Facebook, YouTube, etc.)
online bond between our clients and their
Content creation and management
consumers, forming and nurturing positive
Webisode creation
relationships that reflect in increased sales
Blog development and/or outreach
and brand affinity. Strategy development and consumer due diligence are just as important in social media and viral campaigns as they are in traditional campaigns. Curiosity dips into its strategic toolbox from which dynamic communications programs can be developed. For example,
Social gaming development Online reputation management Social campaign tools – CivtasSocial™ Ongoing social maintenance and management
The best way to spread a message is to put it in the right hands (or the right mouths!) of today’s social consumers and let them help spread the
our Social Persona Analysis gives us an
brand message, with their own added sense of
aerial view of the spaces where consumers
familiarity, credibility and connected excitement.
are interacting and how they’re using the web. These tools help us “keep the consumer in the room” and create strategic campaigns. From viral videos to Facebook applications, there are a myriad of new social media
Social media, viral marketing, branded content Recent advertising campaigns* created by the principals and staff of Curiosity include:
Evenflo: A Mother’s Promise Facebook Page
ToppsTown: Topps Attax Game
Kellogg’s Nutrition: Size It Up website widget *All of the advertising presented here was created by principals and staff at Curiosity or while at their previous agency.
Mentos Social Media Campaign
Mentos Facebook Ad and Mentos Facebook Coupon
“Curiosity about life in all of its aspects, I think, is still the secret of great creative people.� - Leo Burnett
Advertising Today’s modern digital consumer makes purchase decisions based upon democratic consensus of the whole family—a very different purchase process than the one the majority of baby boomers grew up with. The decision of a wireless phone plan purchase (in particularly the phone choices) may be highly influenced by the families of 9- to 11-year-olds. Grandpa and Grandma might be skypeing (live video web-based phone calls) with their grown kids and grandkids about where to hold the family reunion. Mom is talking to other moms
Our creative approach is direct:
online to learn how to get a particular stain
We create advertising and marketing
out of her couch. Today’s young adults grew
communication messages that touch
up in the transitioning digital world, and
the target consumer’s heart, engage
Curiosity has evolved with them. Insightful
them in a meaningful way and spark
strategy and identification of the right
them to a desired action.
message is the foundation on which Curiosity is creating effective campaigns for its clients.
Advertising Recent advertising campaigns* created by the principals and staff of Curiosity include:
Hilary Duff and Hasbro’s Massively Mini Media
Mentos Gum Print Campaign
ConAgra Kid Cuisine TV Campaign
*All of the advertising presented here was created by principals and staff at Curiosity or while at their previous agency.
SunnyD Dance-off TV Spot
Sears Optical TV Spot
Cincinnati Bell Nick Lachey TV Spot
It was a pleasure sharing our capabilities with you. We look forward to putting the Curiosity culture to work and fulfilling the needs and challenges that face you and your team, as well as creating solutions for your brands and initiatives that drive recognition, relevance, reward and relationship with today’s new, modern digital consumer.
Sincerely,
Greg Livingston COO & Chief Development Officer Curiosity Advertising glivingston@Curiosity360.com O. 513.744.6001 C. 513.235.6728 www.curiosity360.com
“Once we believe in ourselves, we can risk curiosity, wonder, spontaneous delight, or any experience that reveals the human spirit.” —E.E. Cummings