Effective marketing campaigns do more than market, they communicate and inspire. We use strategy and insight to drive a change in behavior and lead the way to new horizons. Our goal is to discover what truly drives consumers. This allows us to create campaigns that build momentum and demand a reaction. 

In a marketplace that calls for brands to lead or be led, we help you lead the change by questioning what’s happening in our culture—here and now—and inventing new ways to structure the narrative. In order to plan for the present, we believe you have to anticipate the future. This forward-thinking outlook is not only something we uphold, it’s a promise we make to our clients. 

WHAT WE DO IN STRATEGY

Tapping into deeply rooted consumer insights is at the center of everything we do. Whether it’s a human truth, cultural observation, or unique online search behavior, we use insights to cultivate a strategic foundation for our clients. More importantly, these insights become a launching pad for developing impactful communications—the kind that drive business and build brand regard.

Our model for marketing is unique. We view every marketing challenge as a question of how to challenge existing behavior. What will create the greatest transformation? From this line of thought, we draw on experiences, actions, technologies, and creative brainstorming to develop big ideas. Clear roles for channels, best-in-class platform principles, and a well-defined Consumer Journey Map help connect and hold the picture together. This proprietary process has led to innovative, creative thinking in virtually every channel—from TV and branded content to customer relationship management (CRM). 

HOW DO WE DO IT

We start with new ways to derive ownable insights by using behavioral data inputs from Caffeine, our proprietary tool that examines patterns in how consumers search online. This tool, along with other primary and secondary research inputs, feeds into the development of a detailed Consumer Journey Map. It maps the end-to-end consumer experience and serves as a springboard for creative ideation.

From there, a diverse cross-functional team works together to locate pain points across the journey and identify the best combination of “nudges” (our proprietary system for changing consumer behavior) to move them along the journey. These nudges are used to brief creative teams and inspire Big Ideas. We believe that a small nudge in the right direction can have a big impact on behavior.

A person’s health doesn’t just affect one part of them. It affects their whole being. That’s why we take an integrated approach to our health and wellness services, relying on the capabilities of a full-service agency to address day-to-day wellness issues and more serious health concerns. As the only dedicated health and wellness practice within an integrated Dallas agency, our insights don’t just come from our medical expertise—they are inspired by the world around us and the people we aim to serve.

WHAT WE DO

Explaining the impact of a disease, the benefits of a medication, or the functioning of a medical device requires a scientific approach and medical expertise. But heavy jargon and hard-to-understand campaigns don’t exactly resonate with the public. That’s why our health and wellness department takes a dual-sided approach, creating full-spectrum solutions that meet the needs of our clients and reach the minds of their target audience.

From experience in pharmaceuticals, over-the-counter medication, and medical devices to foundation work and disease prevention, we tackle health problems the way they hit—from the inside out.

HOW WE DO IT

Doctors have no room to make a mistake. Neither do we. To put our best creative foot forward, we first become experts in the field. Whether that means figuring out how a hip replacement device works or learning about the impacts of Rheumatology, we carefully break down the information provided by our clients and conduct a thorough investigation of outside research. Using this information, we lean on the resources of our full-service, integrated agency to develop powerful insights, create targeted campaigns that engage key audiences, and build creative narratives that drive the message of the campaign through cutting-edge digital, copy and design.

As a marketer, you don’t need hectic reports and endless data points. You need a story. The story of your marketing activities. What’s working, what isn’t, and most importantly—what can you do to make it better? Our unique, data-rich narratives allow you to put analytics back in context with your most important objectives and help inform your next moves.

WHAT WE DO

Every marketing challenge is, at its heart, a behavior challenge. Changing behavior is a function of motivation and ease. We depend on Perspective Analytics to develop a three-dimensional vision of your marketing past and future. Analytics 1.0 is descriptive; it describes what’s happening. Analytics 2.0 is predictive; it identifies attributes that can predict potential outcomes. Analytics 3.0 is prescriptive; it suggests new options and informs you on what to do next.

Using this full circle approach to understand what your customer is doing, who they are, and what their motivations are, we make predictions about how to change behavior in a favorable way. This deep understanding of customers and prospects is combined with NudgesSM, our proprietary system for behavioral change. Nudges are future pathways that can be tested for successful results.

HOW WE DO IT

While analytics is critical to the marketer, it is only powerful when told as a narrative that is understandable and relative to both your customers and your business. We build our understanding of customers at the intersection of “who” and “what”. Who are they and what do they do? This approach provides us with Personified data that we can use to bring your data story to life. Data storytelling weaves magic through math.

We use these interwoven pieces to create decision pathways. These opportunity points are launched in a rigorous Design of Experiment framework to mitigate your risk. As a result, you keep doing what is working, you stop doing what isn’t working, and you improve what is marginally performing. Launching in this framework also allows you to continually take in new data and to re-predict and re-prescribe better decision options.

You like ideas. Sometimes they come easily and you write a line that could have been coined by Don Draper himself. Other times, you spend an hour rearranging words into a single sentence until the rhythm is just right. Either way, when you’re finished, you’re proud of what you accomplished.

You are a writer with a unique perspective and the ability to draw inspiration from almost anything in life. Your work has a tendency to surprise—in a good way. It motivates, inspires, or makes people wish that they could write like you.

YOUR SPECIALTY

• Exploring new ways to write copy that brings concepts to life.

• Pushing personal limits to stay current on trends and make valuable contributions.

• Maintaining a positive attitude that acknowledges and encourages the accomplishments of the team.

YOUR DAY-TO-DAY

• Collaborating with a team of other writers and art directors.

• Developing creative concepts and applying them to a variety of formats and media.

• Writing effective, strategy-driven copy within assigned deadlines.

• Delivering presentations to clients that build narratives and tell engaging, easy to visualize stories.

YOUR BACKGROUND

• Bachelor’s degree (or a relevant combination of education and experience).

• 3+ years of experience brainstorming, writing and developing campaigns within an agency.

• Direct and promotional marketing, mass advertising, B2B, and interactive experience.

YOUR BENEFITS

• Generous holiday schedule (Including President’s Day and MLK Day) plus Fun Fridays.

• Office parties, happy hours, and frequent conversations about that TV show we all watched last night.

• Health, Dental, Vision and Prescription, FSA.

• 401(k) program (including employer matching).

OUR AGENCY

Publicis Hawkeye is a full-service ad agency with a vision for the future and a dedication to leading the change. We are fueled by people with unique perspectives, daring ideas, and diverse backgrounds. Our specialties include digital, experiential marketing, branding, and analytics.

We are unique in the way that we fuse together data, creativity, and technology to fuel innovative and extraordinary ideas. Combining data with an acute understanding of culture and behavior, we build insight that enables us to tell engaging stories you’ve never heard before.

Great ideas and unique visions are not the work of a single person, but the result of group collaboration. Our differences make us unique, but our passion for invention unites us. The Associate Creative Director is skilled at detecting the unique contributions of the individual while unifying the differences of the group to create a powerful, solitary vision.

Providing instruction, guidance, and support, your goal as an Associate Creative Director is to not only develop and create new ideas, but to build an understanding of what it truly means to lead the change—one team member at a time. 

Big goals

• Identify/pursue new business opportunities and assist with new business proposals.

• Helps assign creative tasks, build project timelines and determine budgets on new accounts.

• Establish accurate work estimates and pitch proposed goals to potential clients.

• Contribute ideas and strategies that are forward-thinking and promote our “lead the change” culture.

Your every day

• Coordinate with clients to establish an effective project brief.

• Work with the Creative Director to establish team standards and procedures.

• Maximize the skill set of the team and increase knowledge where necessary, to ensure competitive, creative results.

• Manage team workload to ensure appropriate capacity and assist when necessary.

• Encourage individual and team growth by establishing performance expectations and creating learning opportunities.

• Evaluate department organization to ensure the project stays on time and within budget.

• Ensure the work environment aligns with the corporate culture by creating an inclusive, fun, and invigorating workspace.

• Build leadership skills by seeking out training opportunities and new knowledge of industry/technology.

As a writer, content strategist, and creative director, Jennifer has developed an expert understanding of both the digital and traditional realms. Her background in dance and passion for photography lends her noticeable grace with clients and an eye for uncommon perspectives.

In her current role at Publicis Hawkeye, she oversees all creative work for the Capital One team. Throughout her career, she has developed outstanding results for clients spanning a multitude of industries including Target, Kraft, FedEx, VISA, Charles Schwab, Pfizer, Alka-Seltzer, IKEA, Camel, and Old Spice.

Outside of work, Jenn is busy trying to keep up with her fashoinista daughter (RE: mall trips), reading a good book, traveling, or spending time with her husband, Jake.

A native of Texas, Sarah grew up in Dallas and attended the University of Texas in Austin. From creative ideas and unique pairings to inventive pasta dish recipes and mothering a kitten and two dogs—Sarah takes pride in mixing things up.

Prior to joining Publicis Hawkeye, she worked at top-tier creative advertising agencies such as TBWA/CHIAT/DAY, McCann Erickson, and GSD&M, partnering with best-in-class brands like Visa, Gatorade, and Nestle. She led high-visibility campaigns such as Visa Olympic “Go World” and Gatorade “Win From Within.”

At Publicis Hawkeye, Sarah Leads the Change for Bridgestone Brand and Olympic campaigns; helping Bridgestone roll out their first campaign as an Olympic sponsor.

Wes brings insight, creativity, technology direction, and more than 25 years of experience to the digital department. When he isn’t using his impressive skillset at work, you’ll find him in Mexico or Key West on a never-ending quest to swim like a fish, or with the fish, or just scuba dive.

His focus includes strategy, enterprise-level websites, campaign management, email marketing, content management systems, e-commerce, e-learning, games, mobile marketing, apps, social and search.

He’s delivered award-winning results for clients such as Alltel, American Airlines, Anheuser-Busch, BASF, Ben & Jerry’s, Capital One, Caterpillar, Dell, Dr Pepper/7UP, Frito-Lay, Fujitsu, Habitat for Humanity, JCPenney, Jason’s Deli, Kimberly-Clark, Peterbilt Trucks, Magnolia/Best Buy, Make-A-Wish Foundation, Lockheed Martin, Motorola, NASA, Pepsi, Pizza Hut, Telus, Terminix, Travelocity, TruGreen, Sun Microsystems, the U.S. Air Force, UnitedHealthcare, and UN Women.

As a frequent business traveler out of Denver, I choose weekly between multiple air carriers. My decision is usually based on schedule and price. In the past few years, the experiences I’ve had with United and American have been very different, however, resulting in more of my business going to American. But what is it, that Americans are doing so well?

I fly to Dallas a lot, so American is one of my primary airlines. Because Denver is a United hub, I also fly United frequently. I have status with both airlines. But when United went through their merger with Continental, they added new tiers to their frequent flyer program. Whether perceived or real, I felt demoted when I received my new status. It resulted in a shift from group one to group three during plane boarding, among other things. To improve my tier, I was given the option to buy more status.

American, on the other hand, has analytics folks looking at my behavior and they have correctly identified an opportunity for increased patronage. Without any prompting from me, they offered me “Lifetime Gold” status and “Priority Access” seating, without meeting any official requirements. My new status included access to aisle seats, exit rows, and early boarding. All with no extra cost and no annual miles commitment. They also email me and provide me with a special telephone number to talk to a rep quickly. And at times, they pull me aside and offer me first-class seats and first choice of meals when they are available.

Another executive in our company has had a similar experience – and I have to admit I’m jealous of his situation. He got a better upgrade - to “Platinum” - timed soon after he was told that the average wait time to talk to a rep on Expedia was 9 hours in one circumstance and 19 hours in another! With one quick call, he was put on the TSA list. Now he is breezing through airport security without taking out his computer, contact lens solution, or taking off his shoes or jacket. In addition, they provided an app that helps him avoid the kiosk for boarding passes, and gives him the terminal number to minimize his last-minute scrambling.

American Airlines is becoming our airline of choice – and generating incremental revenue – by creating experiences that matter and surrounding those experiences with customized communications that support them. It’s the type of experience we strive to help our clients create and a great example of what we mean by “experiences that matter.”

Experiences that matter can happen on many different levels – from a standout website experience that efficiently takes a user through an important task or an efficient customer service call, a welcoming retail experience, a simple and relevant email, a fantastic experience at a live event or even a great experience with a direct mail piece that drives a customer to a personalized landing page. You can map out the customer experience and build an experience that goes far beyond advertising and marketing, to develop key perceptions about your brand that you know will drive your business forward.

by: John Tedstrom

In case you haven’t seen our news already, we’re excited to announce that Publicis Dallas has merged with hawkeye to create Publicis Hawkeye, an innovative cocktail of data, creativity and technology.

Publicis Groupe [Euronext Paris: FR0000130577] announces today that it has acquired Hawkeye (Ffwd Ltd and Mosaic LLC), a leading digital marketing services agency based in Dallas, Texas with deeply specialized competencies in data analytics, digital strategy, CRM and experiential marketing, to be aligned with Publicis North America, part of the Publicis Worldwide network.

Founded in 1999, Hawkeye counts a team of over 160 professionals and has offices in Charlotte, Buffalo, Minneapolis, Denver and Vail, as well as its headquarters in Dallas. Hawkeye services clients such as Cargill, Terminix, Agilent, American Airlines, BASF, Peterbilt, BestBuy, Lockheed Martin, Men’s Health and The North Face.

Hawkeye offers a range of integrated digital marketing services including data and analytics, website design and development, and social and mobile marketing. 
 The agency has been awarded accolades such as DFW (Dallas-Fort Worth) Marketer of the Year, Best in Class by the Interactive Media Awards, and Website Excellence by the OMMA Awards.

Hawkeye will be rebranded as Publicis Hawkeye and will be aligned with the Publicis Dallas agency. The new entity will operate independently; uniquely positioned to deliver data-based insight and creativity to clients, across multiple points of engagement. Publicis Hawkeye’s headquarters will remain in Dallas and will serve as a specialist center of excellence for all offices across Publicis North America.

Steve Dapper, Founder and Chairman of Hawkeye, was previously the Global Chairman and CEO of both Wunderman and Rapp Collins. He will lead the new entity in the same role while Sally Kennedy, CEO of Publicis Dallas, will become the CEO of Publicis Hawkeye.

Arthur Sadoun, CEO of Publicis Worldwide, stated, “We are excited to be adding Hawkeye to our agency network in the U.S., strengthening our specialized creative services driven by data in the American market. I believe that Publicis Hawkeye will be a great fit for the needs of our clients and a very strong asset for Publicis North America and Publicis Worldwide on a global level. We share the same vision for strategy, technology, and entrepreneurship.”

Susan Gianinno, Chairman of Publicis North America, stated, “Our business is being transformed by data and the insights it can inspire, as well as by new core competencies. We will be enriched by what Hawkeye brings to our business solutions and our creative power.”

Steve Dapper added, “As the consumer’s world spins faster and faster, brands and CMOs are challenged daily to maximize the return on their marketing and business expenditures. Hawkeye is thrilled about the potential of joining Publicis Worldwide to bring an enhanced service offering to our growing list of clients. The convergence of data, creativity, and technology will spawn ever more powerful and extraordinary ideas that can make a difference in this chaotic brand messaging world we live in.”

From conferences, digital society gatherings, agency meetings, and online posts to late-night text exchanges and water cooler chatter – the topic of whether or not to create digital experiences for mobile-first design is becoming a noisy topic. With even more manufacturers releasing hybrid laptops, tablets, and smartphones, the debate is only intensifying. But is designing for a mobile device first, over the conventional method of designing for a laptop or desktop screen, really the best approach?

Why not have the best of both worlds? Perhaps the way to cover all bases is to take a “mobile-too” approach instead. Design for both in mind, regardless of the dominant device of choice. This seems like the most logical decision, especially if we make the assumption that consumers will have a multi-device relationship.

Then again, new innovations could cause a further shift in mobile-first design. The key is to take advantage of the new devices themselves. Maximizing the benefits of GPS, NFC, Augmented Reality, device orientation, hand gestures, cameras, native OS advantages for apps, etc., will have a profound impact on thinking through where the design process should begin.

Of course, while new technology may cause growing uncertainty – the principles of design remain the same. You must define specific and measurable business requirements. Use this information to define what users need. And then establish an understanding of technical demands. With proper insight, going mobile-first or mobile-too should be a decision that reveals itself.

by: Wes Anderson