What Wine Pairs Perfectly With Hulu's, The Bear?

Properly pairing food and wine is a culinary art. Sommelier certification programs can take more than a year to complete with mastery taking far longer. But for the majority of wine drinkers out there, red with meat, and white with fish works just fine. The average wine drinker doesn’t need a Sommelier suggesting wines by the course. Because they’re at the grocery store just trying to grab a bottle before their kids melt down in the cart. And the wine that’s on, pretty much, every grocery store shelf, is Bogle. This family vineyard in Clarksburg California makes $10 bottles of wine that drink like $25 bottles and has grown in popularity because they’re high on quality and low on pretension. 

Of course, you can pair a Bogle Cabernet with a Chateaubriand. But it pairs equally well with a ball game, a book club, or a TV binge night.  And this was the insight that led to our latest campaign, which is now running on Hulu and SiriusXM. “Better with Bogle” is based on the notion that plain, old everyday life activities are made just a little better with a glass of wine. Good things become great. Great things become exceptional. Lousy things become, well, less lousy. Pretty simple, but true. See the campaign HERE.

We started last year by sponsoring the Fantasy Football Channel on Sirius XM. Jeff Manns and Jeff Radcliffe talk fantasy all through the season and Bogle makes any draft better, game better, win better, and loss better. We found a passionate audience who loves Fantasy Football and found that a whole lot of them are Bogle fans too. This year we expanded our partnership to include Mad Dog Sports, College Sports Radio and Hulu. 

And, just recently, we launched two new TV spots. One focused on how watching TV is better with Bogle. The other focused on how any random Tuesdays are better with Bogle. Social media focuses on how gatherings, parties, visits with the neighbors, any social events and, actually, non-social events are better with Bogle.

We’ve been Bogle’s Ad Agency for a few years now and they did not get where they are because of advertising. Let’s be clear on that. Bogle is a family-owned vineyard that’s been making wine for three generations and they grew because they make great wines that almost everyone can afford. Not principally because of advertising.

However great brands need advertising at different times in their life cycle. Today, the lower-priced wine market is growing and it’s easier for small brands in specific markets to use advertising and digital marketing to slowly chip away at market share.

Bogle, while large by distribution standards, is still a small, family business. The three Bogle siblings still do everything there. They run it like a small business because to them, that’s exactly what it is. Their vineyard is their home. Their tasting room is their living room. Their kids run around in the fields because it’s their backyard.

So we’ve been moving slowly with the campaign. Launching small initiatives and testing. Trying different media channels and programs and getting feedback from the sales team. Sure competitors like Barefoot paid a ton to sponsor the NFL. But we came in the side door and partnered with SiriusXM Fantasy Radio to talk to a small but passionate audience. Millions of people watch NFL football games, but only the diehard fantasy players (of which I am one) listen to the Fantasy Channel.

It’s an intentional audience. Fantasy Radio does not play passively. Listeners are listening and sometimes even writing stuff down! So this is a perfect place for Bogle to carve out a passionate audience. Same with Hulu. People watching Hulu make an active plan to watch X, Y or Z show. And different Hulu shows attract a different, but dedicated audience. And we can use Hulu affordably to test different plans and prove success.

Like the wine itself, the ad campaign production was budget-friendly. We shot for one day with Seamless Content and captured a ton of footage plus stills. Then we trolled stock footage and existing video to create a montage of scenes that mimic the chaos of everyday life. Faruk Sagcan layered in unique type for every scene to create a pallet that constantly changes, yet still stays true to the Bogle brand.

Ryan Kavanaugh and Doug Walker at 1606 cut it all perfectly and we couldn’t be happier with the way it came out. Thanks to our clients at Bogle, Whitney Hartwell, Paul Englert and Drew Burgess + Justin Witt and Chris DaCruz at SeamlessContent.co and of course, Rebecca Reid, Faruk Sagcan, Ruby Noto and Dawn Margolis at Division of Labor.

We know there are lots of good San Francisco ad agencies out there. And we’re honored that Bogle chose us to help elevate their brand.

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The Small Agency Blog is produced by Division of Labor; the ad agency for startups, based in San Francisco, twice named Small Agency of the Year by Ad Age. The award-winning creative shop services a variety of clients and specializes in startups that have obtained Series B financing or higher. They also offer freelance services. Click here for a free consultation.

Why your startup needs an Ad Agency

Stytch’s founders and their internal team worked closely with Division of Labor Advertising to create their hugely successful first advertising campaign.

The people who work at ad agencies are generally not Rhodes Scholars, rocket scientists, or Mensa members. They didn’t graduate from Stanford, Penn, or MIT. And if you’re the CEO of a Series B startup, you may be smarter than many of them. But intelligence doesn’t make great advertising. Insight does. And advertising agencies know how to connect emotionally with people and make them want things.

Why startups need ad agencies: Series B start-ups often achieved their growth and success by collaborating internally. But with an influx in funding and a need to broaden awareness or achieve higher growth goals, an outside perspective from an ad agency can take your brand to the next level.

If you have the money to build an internal agency, that can work too. But before you spend the millions on salaries and talent, spend a few thousand on an outside ad agency. Someone like Division of Labor or another ad agency in San Frncisco can accomplish in a few weeks what it would take months for you to build internally.

Ad Agencies didn’t live your history

And that’s a good thing. Founders and early employees often know too much; about the product about the market about the technology about the details. Your target audience doesn’t think about your product 1/100th as much as you do. Neither do we. But an agency can help find that little piece of truth, that one thing that will make people sit up and go, “Ooah, what’s that?”

Strategic Planning: Sure, you can draft a business plan, but can you craft a campaign strategy that weaves seamlessly beyond just digital and social clicks? An ad agency does more than just draw pretty pictures; they map out the entire journey, sorta like a GPS with a PhD in marketing.

Copywriting: Anyone can string a few adjectives together, but crafting copy that’s actually memorable is an art form. Your product or service may be as exciting as watching paint dry, but in the hands of the right creative team, even insurance can be entertaining.

 Design: Product design is not graphic design or art direction. You probably have great product designers and UX designer on staff. But that’s not the same as a conceptual art director or a designer who can bring a campaign to life and create a brand that’s unignorable. 

 Media Planning: Buying Ad Space is Not a DIY Project. Ad agencies are like real estate agents for your content, securing prime advertising spaces and negotiating deals that make your budget stretch further than your yoga instructor doing downward dog. We’ve seen countless campaigns get messed up because the wrong media is bought or the timelines aren’t clear or the specs are wrong or the assets are shipped incorrectly. Yes, you’ll pay a small commission. But do it right or don’t do it.

 Data Analysis: Ad agencies don't just throw darts in the dark and hope for the best. They dive deep into the data, analyzing the performance of your campaigns. They can adjust the messaging and adjust the target media to get the absolute most from your media spend. At the same time, we do not blindly follow data. We use it to craft holistic campaigns. If advertising was pure science, we would have written the algorithm and retired a long time ago.

That’s it. What an ad agency does for you isn’t exceptionally complicated But it’s a skill like any other best left to the experts. You trust them to know their craft and you’ll benefit from their perspective.

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The Small Agency Blog is produced by Division of Labor; a top San Francisco ad agency and digital marketing firm that’s been named Small Agency of the Year twice by Ad Age. The award-winning creative shop services clients on a retainer or project basis. They also offer brand consulting services and hourly engagements for startups and smaller brands. Click here for a free consultation.

6 Tips for Series B Startups Hiring an Ad Agency

Every Series B Startup needs a marketing plan and a great ad agency to implement it.

Finding the right ad agency partner can be a daunting task for startups, particularly for those in their series B phase. A good creative agency, like the team at Division of Labor, can help a startup reach its target audience and increase brand awareness. But, let’s be real, a crappy ad agency can result in a waste of resources ineffective campaigns, and a short tenure for the chief marketing officer. To keep heads from rolling, here are six tips to help you find the right ad agency for your needs:

1. Define your goals: Before you start looking for an ad agency, it's important to clearly define your marketing goals and what you want to achieve. This will help you find an agency that specializes in your industry and has the right credentials to meet your needs. You’ll also need to have some ballpark figures on your media, strategy, and creative budget.

2. Look for a strategic partner: An ad agency should not only create effective ads but also provide valuable insights and strategy to help your business grow. Look for an agency that will work with you as a partner, not just a vendor.

3. Consider the agency's portfolio: Look at the agency's portfolio and case studies to see if they have experience working with companies in your industry and if they have a track record of success. This will give you an idea of their capabilities and what kind of results you can expect. Analytics that show success with one client’s business are not a guarantee of success for your business. But it’s the strongest indicator that the agency knows its stuff.

4. Check references: Ask the agency for references from current or past clients. This will give you a better idea of their work and how they interact with clients. Make sure to speak with several references to get a balanced view.

5. Evaluate the company culture: The relationship between a startup and its ad agency can be a long-term one, so it's important to make sure the agency's culture aligns with your company's values. Look for an agency that shares your passion and understands your vision.

6. Be realistic about budgets: It's always a good idea to get quotes from several agencies to compare prices and services. This will help you find the right balance between cost and quality, and ensure that you get the best value for your investment. No one wants to overpay for goods and services. But, hey, would you go to the cheapest dentist? Or would you prefer that the person drilling into your tooth charges what they charge because they know what they’re doing? Just a thought.

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The Small Agency Blog is produced by Division of Labor; a top San Francisco ad agency and digital marketing firm that’s been named Small Agency of the Year twice by Ad Age. The award-winning creative shop services clients on a retainer or project basis. They also offer brand consulting services and hourly engagements for startups and smaller brands. Click here for a free consultation.

Toddler interrupts Ad Agency Zoom call. Staffers Feign Interest.

A creative director’s toddler interrupting the ad agency Zoom meeting.

A San Francisco ad agency status meeting was brought to an abrupt halt Monday by an attention-seeking three-year-old who also happens to be the son of executive creative director, Tom Goodman.  

The child boldly entered the meeting dressed as Spider-Man and wielding a sippy cup full of oat milk. 

At first, he could only be seen at the edge of the frame spinning in circles and muttering something akin to “Dada boo boo, Dada boo boo.” Eventually, he got so dizzy, he fell to the ground and bumped his head,” notes production assistant Cathy Callaway. “But then he caught a second wind, popped up, and began licking the laptop camera.”

Agency staffers, initially caught off guard by the interruption, didn’t know how to react. “We assumed Tom would holler for the nanny to collect the kid, but instead he began clapping along, singing the Spider-Man theme song,” says junior copywriter, Jenny Evans. 

While those in attendance undoubtedly found the intrusion annoying, they embraced the opportunity to suck up to their boss by feigning interest in the child’s onscreen antics. 

Kelly Bauer, account exec on the coveted Scaredy Cat Kitty Litter account, jumped in first with comments like,  “Wow, is that really Peter Parker?” and “Don’t wrap me in your web, Spidey!” The toddler, who goes by the name Satchel, responded to Bauer’s pandering with the nonsensical retort, “I’m wearing  poopie shirt.” Satchel then squealed and dragged his grubby fingers across his father’s keyboard. Then, for no particular reason, he added: “You a toilet face.”  

A few of the action figures displayed during the meeting: Aqua Man, Green Lantern, and the Waldorf-inspired Stick Man.

Emboldened by the attention, however, the child seized the opportunity to introduce the group to his rather large collection of action figures while his father kept repeating, “And who’s that?” The beleaguered staff listened attentively as the kid ticked off the names of nearly a dozen superheroes, including Aqua Man, the Green Lantern, and Stick Man—a Waldorf-inspired figurine that’s really just a hunk of driftwood. 

Undeterred by the toddler’s incessant rant, one digital marketing firm staffer, Dwayne Clutterbuck went so far as to request, “Spider-Man, will you help us with an ad campaign!” Satchel wisely ignored this request.  Those in the know speculate that the toddler may have instinctively known that Clutterbuck has a reputation for passing his work off onto others. 

The interruption was going on nearly five minutes when project manager, Denise Cartwright Blurted out “Your Spidey Sense should tell you we have a lot of work to do.” Asked about it later, Cartwright said, “I thought I was on mute, but I’m kinda glad he heard.” 

At press time, Cartwright had not yet been passed over for a promotion for suggesting her boss's child should be seen and not heard.

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The Small Agency Blog is produced by Division of Labor; a top San Francisco ad agency and digital marketing firm that’s been named Small Agency of the Year twice by Ad Age. The award-winning creative shop services clients on a retainer or project basis. They also offer brand consulting services and hourly engagements for startups and smaller brands. Click here for a free consultation. 

How Our Ad Agency Found Joy in Getting Fired

Division of Labor is proud to have donated its Keen Footwear retainer fee to GLIDE, a leading social service organization, a social justice movement, and a spiritual community that has served those most vulnerable for more than 50 years.

Running an independent ad agency is not for the faint of heart. You have up years and down years.  There’s no big holding company to bail you out when the going gets tough. And last year, Division of Labor was having an up year. (That’s not a humble brag cuz the previous year sucked balls.)

Things were humming along. We’d landed two big retainer clients to go with a steady stream of project work, social media production, commercial production, and a strong showing in the ad agency fantasy football league.

Then came the shit storm known as Covid 19. Blah blah blah, whine whine whine, bye-bye profits.

Given the enormity of the situation, we shouldn’t have been shocked when our two new, hard-won clients, along with several others, called to say they were slashing their marketing budgets, laying off their own staff, and putting marketing contracts on hold.

We usually have a 60 day out clause in our contracts, which gives us time to get our own house in order when clients leave. And, in normal times, clients are good with that and we adapt. 

But these aren’t normal times or normal clients. One of the greats, for example, is Keen Footwear. Besides the fact that they’re probably the most environmentally-conscious shoe company on the planet, I’ve known the GM for over 10 years and he’s a great guy. The whole company is hell-bent on doing good whenever they can and our relationship is a lot more important than a month of payment.

So, we got on a Zoom call, poured a cocktail, talked about it, and came up with an idea: Since they were long on product and tight on cash, why not get paid in shoes? And then we thought, “What the hell are we gonna do with all those shoes?” Then we realized we knew a guy who had the answer.

Rabbi Michael Lezak the staff rabbi at GLIDE Center for Social Justice since 2017. Yes, a rabbi works for the church. And if you’ve ever been down to GLIDE in San Francisco at mealtime, you know they’re doing God’s work no matter how you choose to pray. (GLIDE is one of the leading social service organizations, a social justice movement, and a spiritual community that has served those most vulnerable for the past 57 years in San Francisco.)

By the second cocktail, we had devised a plan: Roughly half our retainer fee would be paid in shoes and 220 pairs would go to GLIDE. The Rabbi and his team would oversee the distribution of men’s and women’s shoes to the people hit hardest by this pandemic. Another 40 pair of shoes would be donated to a local shelter in Marin county called Mill Street, run by the non-profit Homeward Bound. About 40 residents live at Mill Street at any one time and they’re working to get back on their feet, no pun intended. Free shoe codes were donated so each resident will be able to select the pair of shoes that works best for them.

It was a win for everybody. Keen is a values-based company that back in March donated 100,000 pairs of shoes to workers on the front lines and those hardest hit by the pandemic. And, more recently, after shifting one of their factories into a mask-making facility, donated 100,000 masks to frontline workers.

So donating to a worthy cause while conserving cash was instinctual for them. And, for us: Let’s just say it takes the sting out of being fired. Under normal circumstances, we don’t have the disposable income to make large donations like this one. But these are not normal circumstances. And when we take inventory of all that we do have, we know we’re more fortunate than most. Essential workers are out there risking their lives to keep society functioning, while all we’ve been asked to do is wear a mask and practice social distancing. So, facilitating a shoe donation makes us feel slightly less useless.   

It sucks losing business, and we know it’s only temporary, but this feels like a pretty good outcome, for us, for Keen, and for so many who will be grateful for the gift.  

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The Small Agency Blog is produced by Division of Labor; a top San Francisco ad agency and digital marketing firm that’s been named Small Agency of the Year twice by Ad Age. The award-winning creative agency services clients on a retainer or project basis. They also offer freelance services and fixed-rate projects for startups and smaller brands.

AD AGENCIES IN CRISIS AS THEY RUN OUT OF THINGS TO CALL THEMSELVES

AD AGENCIES IN CRISIS AS THEY RUN OUT OF THINGS TO CALL THEMSELVES

Ad agencies have officially run out of new things to call themselves so as not to call themselves, “ad agencies.” The news comes as small agency founders launching new ventures discovered they could not come up with any pseudo-intellectual gibberish to replace the phrase, “Advertising Agency.” This reality has left the entire industry flummoxed.

“Creative Consultancy, Brand Collective, Content Company, Digital Workshop, Experience Agency, Design Studio, Engagement Lab, we’ve tried em’ all,” says one of the eleven former big ad agency creative directors currently running a design experience consultancy/brand engagement studio out of a WeWork.

The crisis has come as a shock to industry veterans who claim to not make advertising or anything resembling advertising, even though they totally do.

“Advertising professionals made Halitosis a disease, turned station wagons into Sport Utility Vehicles and got a whole generation freaked out by, “Ring around the collar.” Surely, we can come up with some new nonsense to call ourselves,” says Division of Labor Creative Director, Josh Denberg. Division of Labor is one of the top advertising agencies in San Francisco and the agency is just fine with being called an ad agency since, well, that what Division of labor is. It’s an ad agency.

A group of copywriters from some of the most respected ad agencies that don’t want to call themselves ad agencies have come together on a Google Doc to solve the crisis. But the first session was marred by debate over whether Google Docs was the right vehicle to use and whether Slack, Asana, or a shared Keynote was better. Immediately, TikTok videos were made belittling the process.

“The English language has been exhausted. But what about other languages?,”  asked Drew Weber, a copywriter at Division of Labor who calls himself a “content creator” and is currently searching for another term for “Guru” to use on his LinkedIn profile.

Desperate American advertising agencies have contacted foreign ad agencies to inquire about using their language in their titles. While talks with the Germans and Italians have gone well, the French have taken offense to the proposal.

“Just because you don’t have enough words in your stupid language doesn’t mean you Americans can come in and steal ours,” said one cliché, condescending Frenchman from a company we can neither spell nor pronounce.

Meanwhile, concern is growing between America’s shores that these businesses may have to revert back to the archaic title of “advertising agency.”

“I mean, I guess we could call ourselves an ad agency. But we don’t make ads; we make content and experiences that surprise and delight consumers,” said a representative from one of the billion shops that claim to not do exactly what they get hired to do.

But with options running thin and time running out, ad agencies may have no choice but to call themselves what they really are. “It’s a dark day for the industry,” says Denberg. “But we will find other ways to obfuscate and deflect. It’s what we do.”

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The Small Agency Blog is produced by Division of Labor; a top San Francisco ad agency and digital marketing firm that’s been named Small Agency of the Year twice by Ad Age. The award-winning creative shop services clients on a retainer or project basis. They also offer brand consulting services and hourly engagements for startups and smaller brands. Click here for a free consultation.