I attended the first REBUS meeting for 2010 last evening, hosted by McGowan-Crain and Mozaic . . . what an event! The 70+ attendees shattered previous REBUS attendance records and their enthusiasm was contagious! Those attendees were entertained by Ben Crain and Todd McGowan's informative presentation of several case studies of their agency's work. Ken Reece gave an overview of Mozaic's capabilities and Bill Freeman helped with post presentation tours. Brian Handrigan of Gramatter, wrapped the presentations with a case study of a direct marketing effort on behalf of Royal Canin.
Thanks to Modesto for being so kind as to provide the snacks for the evening.
Ben and Todd took turns presenting case studies on McGowan-Crain's work, across a variety of channels. They explained their internal process for understanding and delivering brand positioning and appropriate marketing communications solutions across channels. They explained their "Smart, Simple, Strategic" foundationing and approach to all their work. From Rosa Mexicano, an upscale Mexican food franchise, to Black Velvet Whiskey, and highlights of their 14 year run with Corona beer, Ben and Todd gave an open presentation of how they work for and succeed with their national clients.
They showed a very interesting video about "How an idea evolves". The video does a wonderful job of showing how the addition resources of Mozaic (photography, pre-press and high end re-touching, online, and direct) can be utilized for their clients' benefit. Check out that video and click here.
Todd delivered a final case study on one of the agency's pet projects, 1860s Genuine American Vodka. The idea for the spirit was hatched in a local Soulard bar (1860 Saloon), when the owner told Todd that he's always wanted to create "his own" vodka to sell. The resulting story of the brand positioning, development and launch was fascinating to hear. Apparently it worked, as it's now selling in six States, with more to come!
After the formal presentations members of the host staffs provided portfolio reviews for those interested.
This was the kind of event that REBUS strives for . . . An entertaining and educational presentation, presented in a very hospitable, creative atmosphere. There's plenty of time to network with friends and meet new ones. It's a unique opportunity to see what other agencies are doing, and what's more important, how they do it and why they do what they do.