It was a privilege work on this campaign for Clean & Clear, especially because it proves that advertising to women (and especially teenage girls) doesn’t require that brands make them feel ugly. In the insights phase of development we explored ways to engage with girls that was more positive and forward thinking than: you have a zit now use our product to “fix your face”. The heart of the campaign is about encouraging girls not be afraid of embracing their authentic selves and show the world their face (i.e., who they really are). Conceptually, we might sum up the approach as Dove’s “Real Beauty” meets Nike’s “Just Do It”. In the execution DDB NY has done a great job blazing a new trail and J&J should be commended for their efforts to break the mold.
…Jeff B. Smith, president of United States skin care at Johnson & Johnson Consumer Companies, said Clean & Clear, which is aimed at females from 12 to 24, is shifting the way it talks about confidence to reflect how social networks challenge self-image.
“There is an interesting dynamic with teen girls today that we call the paradox,” Mr. Smith said. “They live in the world of social media and are very much out there and want to be seen, but they’re afraid of being judged.”
…Jen Drexler, senior vice president of the Insight Strategy Group and co-author of “What She’s Not Telling You,” reviewed the campaign and praised the casting of nonactors in both the commercials and videos.
“Those girls look like my teenage babysitters who show up on a Saturday night,” Ms. Drexler said. “Clean & Clear has a very authentic and honest place that it’s coming from, and here they feel very much on the side of teenage girls.”
Very proud of my friends at Yes.Oui.Si. for getting the Sneaker Museum off the ground. It truly came out amazing! I feel privileged to have been involved for the short time that I was — in helping with the audience segmentation for the business plan I certainly learned A LOT about sneakerheads.
“In the broadest sense, a sneakerhead is anyone who actively enjoys collecting sneakers. They love sneakers as much as a Star Trek fan loves dressing up as a Klingon and trekking to conventions. But, unlike Trekkies, they can be hard to spot. Today, almost anyone could be a sneakerhead as the community has become incredibly broad and diverse over the past two decades. Rich and poor, boys and girls, old and young, it’s clear that anyone is susceptible to the addiction to kicks that defines the sneakerhead archetype.”
This is a great video that presents a “new” way that businesses could/ should and do approach market research by engaging with their consumers. Communispace pioneered this approach and they’re still innovating 10 years later. I feel lucky to have been part of the process at Communispace realigning/ refining the company’s unique purpose and product. In short, I’m happy to say I learned from the best in the business!
“At Communispace, we believe there is a better way of doing business. For over 12 years, we have been committed to helping our clients collaborate with, and get inspiration from, their consumers.”
I’ve recently updated my account planning portfolio. It’s still very much a work in progress, but right now it is ready for another round of feedback and criticism. This draft incorporated notes from several planners and focused mostly on presentation. The next step is to take the content and the ideas to the next level.
At FutureM in Boston last year I was lucky to be selected as a speaker for the 20/20 series. It was a wonderful experience and I got to meet a lot of very talented people.
In my talk, “This Digital Life,” I explore the impact that virtual interactions and membership in online communities have on our identity. I also touch on the changing dynamic of communication and creating culture in the digital space.
The video is 3 hours long in total, but my talk is first so you should have no trouble finding it! [1:05 – 21:45]
This is a great big thank you to the Semester in Washington Program at GW that taught me so much back in the summer of 2007 about campaign management and the mechanics of Washington, D.C. Below is a link the the alumni spotlight they just wrote about me.
Jason Potteiger, Suffolk University Political Research Center (SUPRC)
Time and again, alumni of the Semester in Washington Politics program point to this experience as a career starter. Jason Potteiger is an alumnus who remembers fondly his summer studying and interning in the nation’s capital…
Jason has worked as a research strategist (a political analyst, strategist and project manager rolled into one) for political pollster David Paleologos since May 2010. He was hired to assist the Suffolk University Political Research Center (SUPRC) with the midterm elections and as a consultant for Paleologos’ polling company, DAPA Research Inc. At DAPA Research, Jason has worked on projects for political (from municipal to Congressional) and corporate clients… [read the full spotlight].
I’m supporting the Brand Hack Team that’s re-branding the multisensory production company Yes.Oui.Si. on September 26, 2012! The hack is a spectator event (it’s about showcasing the creative process). Watch live at the Revere Hotel as brilliant team of strategists, designers and copywriters to re-brand the company in just one day. Check out The Brand Hack for more details.
We are confirmed for the next Brand Hack at Revere Hotel on Wednesday September 26th! The eight hour day will take place in the back of Revere’s Emerald Lounge. The public reveal and after-party will be part of Future Boston Alliance’s ASSEMBLE series. Hackers please plan to arrive at the Revere by 8:30. We will start promptly at 9am.
So far, the Yes.Oui,Si! Brand Hack team is:
Community Engagement Strategy
Jason Pottegier [that’s me!]
Social Media Strategy
Project Management, Portraiture“
I have been selected to speak at FutureM October 2012. I’m excited to share my ideas about how GenY engage with brands in the digital age. I’ll be talking a lot about memes. Hope to see you there!
We are excited to let you know that MITX has chosen your proposal for FutureM’s 20/20! Your discussion on branding’s impact on Gen-Y and their ability to create relationships with brands is an interesting new idea we think will be perfect to showcase at FutureM and we are sure it will offer some valuable insights to marketing professionals. Congratulations, we are happy to have you on board!”