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Branding Your Kids…

One of the services we offer at 3A Media, is helping our clients to brand their products. However, as the media and business landscape evolves, more and more, we are receiving requests to brand not products but people. That’s right branding people. Of course in the world of sports and entertainment, it is nothing new. Think Jessica Simpson, J.Lo, Sarah Jessica Parker, Michael Jordan etc. All these people besides having multiple lines of products with their name attached it, they also represent an ideal that is aspiring to the consumer.

Having what makes it even more incredible to us as a learning experience is, it is NEVER too young to start branding. We have the pleasure of working with the Ministry of Fashion & Entertainment (MIFE) on their latest talk series, Branding Your Kids… in Fashion. It got us thinking, how would parents position their children in the highly competitive world of modelling? Would it be like children’s pageants that we see on Toddlers & Tiaras? Or would it be more in the lines of stage moms pushing their kids relentlessly to secure the next paying gig?

Whatever the road may be, we do think for parents wanting their children to enter the competitive world, it is important to brand their children from to start. Establish a consistent identity. Have  an engaging story about your child, and excite the casting agent and the client why they want your child in their next ad campaign. Last year, Target cast a boy with Down Syndrome in their ad campaign after appearing in a Nordstrom catalogue earlier.

Branding is no longer just for products. It now extends to personalities, the very young, and old. For more information about the event, visit


Show Reel for Steph Watts

Besides being a friend, Steph Watts, is a also a well-know tv personality and producer specialising in crime and justice journalism. So it was our pleasure when he approached us to help him to quickly update his show reel and the entire thing was completed over 2 days.

Check it out.

StephWatts from 3A Media, Inc. on Vimeo.

Sneak Peek:

We could not be more excited to help our lovely friend, Georgie Badiel, in creating a website for her. Here’s a holding page. Nothing exciting at the moment, but trust us, it will be amazing! Check out


Child of the 90s… We Like It!

For years, Microsoft’s commercials were awful. After being mocked by Apple for about half a decade, Microsoft responded with a series of its “I’m a PC” ads starring Jerry Seinfeld, and Bill Gates which were awkward at best. To make matters worse, Microsoft’s series of product launches were met with setups- Project Longhorn, which eventually became Windows Vista, was late in delivery, and faced with hardware compatibility issues when launched. Internet Explorer became riddled with viruses, spyware and what nots. Overall, it was not good being Microsoft with all the negative publicity surrounding it. Things did somewhat improve slowly by the time Windows 8 launched, but the brand was already tarnished.

Having said all that, Microsoft recently released a new commercial for Internet Explorer that had us swimming in nostalgia. Entitled “Child of the 90s,” The creative is smart, witty, and most of us, it reminded us of a simpler time. Before our mobile devices and the internet took over our lives. It had us smiling. It had us going “awwwww!” It reminded us of our childhood and nothing sells better than nostalgia. Check it out.

Frankly speaking, the way the messaging goes is very Apple.  It connects the viewer/consumer not so much with the technology inside but rather how your life can be transformed because of it. Apple has demonstrated this effective way of messaging over and over.

In addition to the commercial, Microsoft has also created a website- to support the marketing push. Our only pet peeve with the site is the section “It’s Really Good Now” which features an introductory video about IE that does not seem to fit into the flow and branding of the website.

Still, standing on its own, we love Child of the 90s. It is clever, fun and reminded us that we were young once.

“True Love has a colour and a name…” and it has a beautiful marketing piece to it

I am an advocate of long-form commercials. I think they tell a better story, and engages the viewer/consumer a whole lot more versus the traditional 30 second spot. However, not many advertisers can afford to undertake the costs of the media buy, particularly at primetime or some other major tentpole event. Yet, brands are finding innovative way of getting around by debuting their long-form content on YouTube. Tie that in with social media, you’ve got yourself a fan base of consumers who are loyal and hungry to know more about what your brand is about.

Cartier is one of those brands who traditionally, in the US market steers away from television media buy opting mostly in print, and some online buys from my observation. However, I have also noticed they have an amazing YouTube channel featuring innovative ads, and original video content not found else where. What Cartier is creating as a brand is not just luxury goods, but also content where they produce and own, and judging from the number of views some of their videos have accumulated, the numbers are pretty impressive.

Yesterday, Cartier released their latest creative in the form of a romantic short film, Destinée, to launch their engagement ring, starring an international cast. Shot beautifully with the Eiffel Tower in the background, the film takes place at a wedding party where 2 former lovers meet, and the man, perhaps affected by the romance, upon seeing his ex-girlfriend, dashes off to the Cartier store and bought a diamond ring. I’ve got to admit, the short film got me misty eyed, and this is where Cartier succeeds with its brand message of romance, and more importantly in not a subtle manner, the message “True love has a colour and a name” We can all guess what that name is.

According to French Vogue, Destinee was inspired by an earlier Cartier design, the Solitaire 1895, and let’s face it, it is a big piece of bling.

On a personal note, what resonated with me about this film? It is in 3 languages that I speak! English, French and Mandarine. Not very often do I get to hear all 3 languages come together within a span of about 7 minutes. You can check out the video here.



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  • Pass the Note this Holiday Season 2012-11-27 20-45-02
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Pass the Note This Holiday Season…

We’ve spent most of our Thanksgiving week working on 2 different projects, one of which we were very excited to launch today. As part of the ongoing campaign to increase awareness on the importance of music education in public schools, VH1 Save the Music continued its #Passthe Note campaign with a holiday themed page.

Accompanying the page, was an excerpt from Christmas Time Is In The Air Again by Mariah Carey, who is one of the new Ambassadors for VH1 Save The Music Foundation.

The one page was created in HTML5 mostly with CSS and Javascripting. To view the full page, go to to experience it yourself. The design for the holiday campaign was also carried over to social media sites- Twitter and Facebook. Check out the screen grabs.



Apple’s “Exploding” iPod Ad

This just came in this morning, Apple is running a series of online creative featuring 3D “exploding” iPods on various websites. We took a quick look and it was impressive. What made it even more interesting to us is this was NOT done in FLASH and probably in HTML5. We are suspecting Canvas but not sure. We will take a peek at the code some time when we can.

Check this cool creative on Facebook from Dunhill

We have all seen brands using their Facebook albums to post their ads. They are mostly poster type, and static, and probably variations of a creative. However this one from Alfred Dunhill and Rally Nippon in Japan tops it all. Rather than being another album full of static ads, the creative took a series of stop-motion images and compiled them into an album. The user has to keep clicking on Next to see the full motion of the creative and it can be fun but carpal tunnel inducing. However this being Facebook, we did experience some glitches occasionally ruining the stop motion experience. Still by the mere fact that we are tapping on our MacBook Pros to keep the image moving says a lot of user engagement.

Check it out here.


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#PasstheNote Sounds Off VH1 Save The Music Foundation’s Ambassador Class of 2013

So after weeks of planning, we are very excited to be part of the launch for VH1 Save The Music Foundation’s Ambassador Class of 2013 featuring Mariah Carey, Andy Grammer, B.o.B., Robin Thicke, LeAnn Rimes, Matchbox 20, Henrik Lundqvist and Ingrid Michaelson. The campaign kicked off with a teaser, #Passthenote on November 10th on and over the weekend, gained momentum in Twitterverse.

The Gift of Revenge… by Target + Neiman Marcus

Last night’s episode of Revenge featured an integrated marketing campaign that we have not seen in a very long time. Retailers, Target and Neiman Marcus, showcased their holiday collection by featuring its items in the show’s story arc (albeit without brand mentions) and an extended content that ran throughout the commercial pods during the broadcast. Back in October, AdAge had ran an article announcing the partnership launch for the holiday season. In this age of DVR, where consumers no longer watch :30 spots, personally we find long form commercials worked better in terms of engagement, creative values and recall.

Aptly entitled “The Gift of Revenge” the creative features various cast members, (None of the leads were featured- Emily Van Camp, Madeleine Stowe etc. Perhaps they come across as too vengeful/villainous as characters for a holiday campaign), receiving mysterious gifts and an invitation to be at a certain place at a certain time. During each commercial pod, a different character or characters was featured to carefully showcase the organic aspect of the retailers with the creative. I.e. The first pod featured the characters Jack and fake “Amanda”- the happy couple sitting at some fancy dinner restaurant. The next pod featured Charlotte, trying on dresses but finding nothing fits, and then mysteriously receiving a gift with the perfect dress inside. It’s by Lela Rose for those curious. Pretty much the creative is the same formula. By the last commercial pod, the cast, together with extras all gathered at some secret location where they were treated to a pop-rock performance and all is revealed together with more must-buys from Target and Neiman Marcus.

The campaign went beyond on-air as we did a checked this morning with a social media aspect on Twitter, #GiftofRevenge being displayed on the lower third during in-programming time  and even the actor Gabriel Mann, tweeting in character as Nolan Ross, and on Facebook, a branded photo gallery featuring products from the creative, as well as videos featuring products shot in the same treatment from the Gift of Revenge theme.




More videos, featuring brands from Neiman Marcus and Target, as well as from the show, Revenge, can be found on their respective YouTube channels and

From a strategy point of view, this is a great way to generate buzz, especially amongst fans of the ABC show. By starting off on-air and directing the attention online, social media and in-store, the retailers are extending the brand of the show- namely the “Hamptons” lifestyle and glamour into its holiday campaign in a way that viewers and consumers can aspire and have a reference to. (As an FYI, the show is actually filmed in North Carolina, hence we tend to giggle a little bit every time they show exterior shots which totally is far from the Hamptons landscape.) However, by selling the concept that consumers too can have a “Revenge” holiday, “The Gift of Revenge” et al, it is treading on thin ice and may put off holiday traditionalists. Personally, we are not sure if we should be excited if we are to receive a gift of revenge, cold or hot, but we do applaud the double entendre usage of the word revenge.  Also, by carefully selecting the more likeable and “innocent” characters- i.e. Jack, Nolan, Charlotte, to be featured versus the main characters (Emily, Victoria, Conrad etc.) who are more insidious, makes the creative more friendly, though it would be interesting to see the treatment the creative will give them.

In terms of execution, we think audiences would appreciate it given that there are less commercials to deal with, and the commercials themselves continued the story arc of the series organically, which engages them.

What do you think? Sound off your thoughts with us on our  Facebook book wall.


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