Steve Stoute

Doublespace recently completed a comprehensive brand refresh for Brearley, a prestigious all-girls school located on Manhattan's Upper East Side. The project aimed to modernize Brearley's image and digital presence while respecting its 140-year legacy in girls’ education. The Doublespace team approached this challenge with three primary objectives: contemporizing Brearley's brand story, broadening its admissions appeal to girls across New York City, and redesigning the school’s website to reflect its unique offerings better. We began with an in-depth discovery process to uncover Brearle’'s distinctive strengths. This research revealed the need to balance the school’s well-known reputation for academic rigor with its lesser-known qualities such as its vibrant, joyous community. Our strategy focused on redefining the concept of a “Brearley girl” to be more inclusive, showcasing the school’s well-rounded educational experience and highlighting how Brearley prepares young women for future leadership roles. A complete overhaul of Brearley's website was the centerpiece of this brand transformation. The new site features modern design aesthetics and high-quality imagery that captures the essence of the all-female student body. We optimized the information architecture to serve all stakeholders effectively, from prospective students and their families to alumnae. The dynamic homepage now showcases the diverse student experiences at Brearley, while refined storytelling throughout the site emphasizes the unique benefits of an all-girls education. As a result of this project, Brearley's refreshed brand and website effectively communicate the school’s unique position in girls’ education. The new digital presence balances tradition and innovation, appealing to a broader range of prospective students while reinforcing Brearley’s commitment to academic excellence. Our client, Jennifer Stewart (Director of Communications at The Brearley School), said, “I cannot say enough good things about our work with Doublespace. Every member of the team, led by Jane Kosstrin, took the time to listen carefully to us and to learn about who we are as a school and where we wanted to take our school’s website. I’ve launched multiple websites in my career and this was by far the best experience. Each person we worked was attentive, thoughtful, and frankly fun to work with. This has been one of the most satisfying professional experiences of my career.” We invite you to visit brearley.org to experience how Doublespace has transformed Brearley’s digital presence. At Doublespace, we specialize in elevating the brands. If you’re interested in learning how we can help your organization stand out, we welcome you to contact us for a chat.

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A reminder that we’re one week away from our early deadline for entries in this year’s Clio Music Awards program. Realize savings on entry fees by submitting your work before next Friday, 6/21, at 11:59 pm ET. In addition to the numerous music marketing and music in advertising mediums and categories from past programs, we've added six new mediums this year: 1) LIVE MUSIC - Entries in this medium include creative work that promotes live musical performances at music venues, festivals, concert series, events, stunts, or activations (IRL or virtual) and/or work promoting a live music organization or venue in a new, unique, or especially creative manner. (Venues, Festivals, Concerts, Brand or Company). 2) MERCHANDISE & PREMIUMS - Entries in this medium are for licensed or in-house-produced physical products or apparel that promote an artist, music product, or music service. (Apparel, Footwear, & Household Goods, Beauty, Fitness & Health, Collectibles, Food & Beverage, Technology). 3) USE OF MUSIC IN ADVERTISING CRAFT - Entries in this medium include songwriting technique and the craft/skills used in the execution of audio content in advertising or a trailer/teaser (Arrangement, Casting/Performance, Collaboration, Editing, Lyrics, Music Supervision, Score, Songwriting). 4) DESIGN CRAFT - Entries in this medium include technique and craft/skills used in the execution of design (Copywriting, Graphic Design, Typography, Illustration, Use of Photography). 5) DIGITAL & SOCIAL MEDIA CRAFT - Entries in this medium include technique and craft/skills used in the execution of digital, social, and or mobile content (Copywriting, Direction, Editing, Graphic Design, Motion Graphics, Sound Design). 6) USE OF MUSIC IN ADVERTISING INNOVATION - Entries in this medium include brand work that utilizes music in advertising in a new, unique, or especially creative manner. Get started at https://lnkd.in/g24-yKNC

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Paramount Global faces uncertain times with its $16 billion debt and shifting industry dynamics. Amidst various suitors, Skydance emerges as a potential savior, led by CEO David Ellison. His track record and commitment to quality content could be Paramount's best bet for survival. While financial considerations loom, a partnership with Skydance offers hope for navigating industry changes. Paramount's future may rest on Ellison's shoulders, as Shari Redstone considers the studio's legacy and future prospects. Hard to imagine losing another studio with such rich history. #ParamountGlobal #Skydance #DavidEllison #EntertainmentIndustry #FutureOfFilm https://lnkd.in/gTPnZESx

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🚀 Future of Production with Ben Field 🚀 Thrilled to share insights from my chat with the producer, director, and friend, Ben Field, on how technology is reshaping film and content production: 🌍 Global Collaboration: Directing and producing from different continents is now a reality, thanks to advanced remote collaboration tools. 📹 The Value of Presence: Despite technological advancements, certain projects like documentaries still benefit greatly from on-site involvement. 🖥️ Technological Game-Changers: Real-time editing and virtual working systems have revolutionised post-production, making geographical boundaries irrelevant. How do you see remote collaboration shaping the future of your projects? #InnovationInFilm #RemoteProduction #FilmMaking #ContentCreation

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Cannes isn't what it used to be! Well, of course not... After all, the last word in Cannes Lions International Festival of Creativity isn't ADVERTISING, it's CREATIVITY. So whether you're an individual or an entity - if you're really driven by creativity, you don't waste your time commiserating about the past, you spend it feverishly cobbling together the future. At least that's how I was raised. Now this year's Festival is Creator-Focused, and if you want to get a primer on what that's going to mean not just for Cannes, but also for the future of marketing - delve into ADWEEK's interview with Joe Gagliese, the Co-Founder & Co-CEO of the Social-First Marketing Powerhouse Viral Nation... And they just happen to be the Headline Partner of this year's Cannes Lions. In closing, if you still need something to get nostalgic about, never forget what THE Lee Clow always used to say: creativity IS receptivity.

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Are you a licensee of brands? Try this, it's brilliant. Are you a licensor of your own brands and dont have a 'fully fledged, highly staffed, licensing department?' Then try this, it's brilliant. Loads of brands joining all the time and as a licensee you'll spot a brand that others won't even know was available to license... #brands #negosh #licensing

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The headline is click-bait, but the article is very interesting specifically to the gaming industry, it's audience, and how they consume media.

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Announcing our new measurement product suite at our conference in NYC last week was the most exciting moment for me in my nearly two decades at Tinuiti. With Bliss Point by Tinuiti, our new media measurement platform, our team has done something remarkable – fully coupling media & measurement together under one roof. Measurement not for validating past results, but to give marketers clarity on how to optimize their media strategy to drive business growth. As soon as we unveiled it at Tinuiti Live, all the product demos for the day got booked up inside of 30 seconds. Now, with Bliss Point by Tinuiti, we mark a true shift that empowers our team to answer the most critical questions facing digital marketers today. The 3 products I'm most excited about (many more to come): Always-On Incrementality (Are my ads bringing in extra customers at the most effective ROI? And/or would they have come anyway?) Rapid Mixed Media Modeling (How do I optimize the impact of my media spend across channels to make the biggest impact?) Brand Equity (How does my brand, and my media investments that fuel it, quantitatively affect my overall business revenue?) When you have all of these facets humming along together, brands WILL Hit their Marketing Bliss Point. With many of our clients now a part of the alpha & betas, and each week more of our clients getting all of their data in with full access, we are setting a new standard for the way agencies should work – fluid, informed & confident in driving business success for clients. #performancemarketing #digitaladvertising #marketingandadvertising #measurement #mediameasurement #mixedmediamodeling #MMM #incrementality #brandequity #rapidMMM #marketingblisspoint

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I’m here for so many elements of the BBL-Drizzy story… 🥩The beef between Drake and Kendrick that has done so much to put hip hop back on the mainstream cultural radar 💨The prodigious speed and quality of their output 👍The extent to which the world has not just observed but participated via memes, social commentary, their own musical contributions 🤖And now the first cleared sample (by Metro Boomin) from an AI-generated track raising vexing questions about whether that IP is owned by comedian King Willonius who wrote the lyrics and ‘generated’ the melody, the platform Udio whose tech enabled this or the thousands (millions?!) of artists on whose work it was trained 🤯 Ultimately this feels like a sign of our relentlessly paced times. As Billbaord comments… “AI samples offer a solution for musicians in today’s relentless online news cycle. While [Willonius] has made plenty of songs from scratch before, he says AI offered him the chance to respond in real-time to the breakneck pace of the feud between Drake and Kendrick. “I never could’ve done that without AI tools… It’s good for when you dig and can’t find the right fit. Now, you can also try to just generate new ideas that sound like old soul samples.” https://lnkd.in/ekY-AsiK #AI #Creativity #Drakebeef

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The Joker from Christopher Nolan's Batman is a great inspiration for brand positioning, advertising, and project management. • Brand Positioning: Gotham was overrun with gangs, but no gang that preyed primarily on those gangs, other than Batman. The Joker recognized a business opportunity to essentially demonstrate only he was crazy enough to go against all of them, which ultimately had them fall in line under him against their own common enemy - the Batman. This translates to my ability to figure out your real competitive advantages and disadvantages, and creating a strategy which will beat sh!t out of your foes. • Advertising: The Joker says that he likes cheap things like dynamite and gasoline, because they get the job done even if it's a little messy. That is a great way to look at getting your message out there. Slick digital campaigns may cost an arm & a leg, and ultimately have a lot less attribution than you're promised. It becomes much cheaper to spread your money across inexpensive things like street art/unpermitted promotions, email, and generating word of mouth. But you'd have to know how to use those things in a creative way to be effective. • Project Management: Similar to Keyser Soze (from The Usual Suspects) the Joker manages to create an environment around himself where people are enticed, confused, and susceptible to inadvertently (and intentionally) working for him. People follow his games whether they like it or not. This enables his team to grow well beyond those who he can directly employ, and as a leader The Joker creates both loyalty & respect. People want to work for/with him. This goes beyond "viral moments" to create long-lasting, deep impact. Now, if I have to caveat this with the fact that The Joker is a villain, and everything he does is sinister - which should not be followed - then we are probably not going to vibe. On the other hand, if you're thinking, "Yo, this dude Mattske knows what's up and I've never thought about The Joker as an inspiring marketing figure before but he's right about that..." then DM me about your next campaign. If you have a small budget but are willing to trust me with it: let's get busy. If you have a gigantic budget and will value me over your paid distribution: 😎 Ya'll know where I'm at. 🌍 Global Communications 🎱 Saving You A Fortune 🥋 Language As A Martial Art 🥩 Sizzle AND Steak Throw me your wildest ideas, or let me come up with one for you.

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The terms of service for #X now allow #NSFW content, except in profile pictures and banners. What could possibly go wrong. #socialmedia #brandsafety #CSAM #adultcontent

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You remember this Spider-Man drawing meme from a few years back? https://lnkd.in/gXwXApdd You know, the one that shows the level of quality you get when you give an artist 10 minutes vs. 1 minute vs. 10 seconds? I remember when it started doing the rounds, a lot of creative types used it as an example of how much worse their work is when it's rushed vs. when they get enough time to truly ideate. What's funny is, this isn't even the best depiction of that. Imagine instead if you started by giving someone 10 seconds to draw a *brand new* superhero — one that doesn't already exist. My guess is the result would go something like "Uhhhmmmmm.... I dunnnoo.... (hastily scribbles rough silhouette with a cape)". Then give them 1 min and watch more detail get added. And then 10 and watch really rich character and story elements emerge. I see this a lot in organizations that put a premium on sprints and MVPs. It's one thing to put time constraints on refinement, evolution and optimization of an idea. It's another to rush the ideation itself. That's typically not a good recipe for innovation, since (as my example illustrates) when people are rushed, they tend to regurgitate/replicate the familiar. There is something to be said for putting some time constraints on ideation as a generative exercise. And when facilitated with a focus on lateral connections sparking new combinations, there is a way to hack novelty at pace. But often the main value is in getting all the obvious ideas out of the way, and getting the gears turning in the back of brains to let time do its work of mental marination. Then the real gems that team members can't stop thinking about can be prototyped/MVP'd/etc. Have you seen rapid ideation produce novel concepts (in product, comms, org design, etc.)? Or has it tended to churn out ideas that feel like replications/regurgitations, logical/linear progressions and slight incremental improvements on what already exists? #innovation #creativity #ideation #agile #mvp #prototyping #poc

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The fashion world is undergoing a digital revolution, and brand partnerships are playing a starring role!   As the Vice President of Brand Partnerships at Fixated, Coach's recent foray into the metaverse with virtual handbags on Roblox and Zepeto is a fascinating glimpse into the future of fashion and brand engagement. Learn more here: https://lnkd.in/gqdEV3u4.    Forget a passing fad – this is a game-changer.   Why, you might ask?   The metaverse offers a whole new way to tell your brand story.  Virtual handbags are just the first chapter. Think immersive fashion shows, interactive experiences that let users engage with your brand in a whole new way, and influencer campaigns featuring stylish avatars.    To thrive in this space, brands need to partner with creators who understand the metaverse landscape and can co-create captivating experiences.   Gen Z lives in the metaverse, and that's where brands need to be too.  This isn't just about staying trendy. It's about meeting your audience where they connect.    Partnering with metaverse creators allows brands to tap into this demographic authentically, fostering genuine connections built on shared experiences within the virtual world.   Now there’s the "phygital" experience.  Virtual handbag ownership might translate to real-world benefits or exclusive access, creating a unique blend of physical and digital experiences.    Brands and creators can collaborate to create these "phygital" experiences, further bridging the gap between the physical and virtual worlds.   #MetaverseMarketing #BrandPartnerships #TheFutureofFashion #Coach #Roblox #Zepeto

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Great article on Brand Entertainment by Alison Bringé (nee Levy) that discusses the problems and solutions facing Brands today with performance marketing. It got me thinking… Why aren’t more brands building out Entertainment Divisions that focus on creating Scripted TV & Film? Barbie, Lego, and others have had explosive success with it. I’ve seen first hand how SEGA merchandise businesses was transformed within 2 years. Is it cost, fear of the unknown, or the length of time it takes? Something else? #film #tv #business #entertainment #marketing #advertising #ad Original Film

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✅🖥️ Variety (7/1): “ Pay TV. SVOD. AVOD. Social video. They aren’t often grouped together, but the latest data in the new Variety report “Social Video vs. SVOD: The Race to Replace TV” suggests they can be thought of as a series of historical shifts in U.S. audience viewing behavior. First, the cable business broke broadcast TV’s stranglehold in the 1980s. Thirty years later, Netflix led a field of successor streaming services that siphoned eyeballs at equally sizable scale from linear TV. And now even though streaming is hardly done in terms of its growth relative to broadcast and cable, there are signs of a paradigm shift already in motion: a third wave of fragmentation in which social video begins to eat into the market share of major streaming services. Data keeps mounting that video consumption on the big social platforms — primarily YouTube, TikTok and Instagram — is growing strongly, with users spending more time on these platforms each year. In this report, Variety provides a data-driven probe into how this viewing may impact time spent with subscription video.” ⬇️ #streamingtv #ctv #ott #upfronts #socialmedia #tv3 #cordcutting #genz https://lnkd.in/eUbfGa_D

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It's time to move past the initial hype of generative AI. We should all be using AI as a strategic driver of tangible return on investment. For example, ADWEEK just reported exclusively on a first-of-its-kind use case in which AI identified and helped a brand (Shake Shack) scour over 80,000 active subreddits to identify contextual conversations around, in this case, people who were hungry and craving chicken sandwiches. The bot, Known's "The Big Lebotski," then found the most efficient and effective ways to introduce Shake Shack's "Chicken Shack Sundays."   The results are impressive. As AdWeek put it, The Big Lebotski "drove people into the Shack." The campaign blew past sales benchmarks by 31%. As my partner, Kern Schireson, said: “We’re not trying to use AI to be fancy or to make it complicated. We’re using AI in places where traditional age, gender and psychographic targeting aren’t sufficient to get to a level of detail that will cause a campaign like this to perform.” Let's move past the smoke & mirrors. Stop with hyperbole. This is real, it works, and the brands that use AI wisely are experiencing dramatic results.

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Trend Shift - From Fandom to Fundom - As outdoor clubs evolve into vibrant hubs of creativity, exploration, and branded entertainment, these groups are becoming cultural centers where individuals engage actively with brands, moving beyond physical endurance to embrace learning and connections. This shift is part of a broader cultural movement where the focus transitions from passive admiration of superstars (eat the rich) to active engagement in exhilarating, fun experiences where people unapologetically can be themselves. This trend illustrates a deep-seated change in how communities form and function, pivoting from fans- and purpose-driven to passion-driven belonging. Members are drawn together by a shared passion for experiences, driving a new form of belonging that prioritises personal joy and collective strengths fueled by individual interests. More about the trend - From Fandom to Fundom - in The NXT Nordic Outdoor Consumer Report 2024 https://lnkd.in/dZ2YDbgw For outdoor brands, tapping into this trend is not just beneficial; it's crucial. It offers a powerful approach to authenticate the joy and functionality of products, reinforcing brand identity and performance. When executed well, this cultivates deep brand love and loyalty among consumers when they experience what the brand really is about and participate in their brand universe. Let's discuss how we can leverage this movement to redefine how brands engage in the outdoors and build communities that resonate with today’s Outdoor consumers. How is your brand bringing its ethos and products to life in the great outdoors? Above The Clouds Communication #outdoor #consumers #community #trends #strategy #branding #outdoorretail #outdoorbyispo #ispo #or #haglofsskicamp #haglöfs

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