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DiMassimo Goldstein blog

Welcome to our blog! Each week, our inspiring action content creators work hard to update this page with the latest and greatest in the world of DiGo.

Protected: Weight Watchers Inspired Action With DiGo

When Weight Watchers first came to us in the spring of 2015, the brand was in an alarming state…

The previous months had been some of the worst in the iconic company’s history, with substantial dips in subscriptions, sign-ups, and revenue, leading to the stock plummeting from $25 to $7 per share.

At the same time, the category was facing fierce and unfamiliar competition in the form of wearable tech, free fitness and calorie counting apps, and niche-diets that were sweeping the internet. The consumer was now living in an overwhelming choice-filled world, which led to skepticism, powerful defenses, emotional distancing, and ultimately inaction.

The conversation shifted, and no one was talking about Weight Watchers. With the brand on the “brink of irrelevance”, they needed more than just an agency, they needed an ally.

That’s when they came to us to inspire action.

The client couldn’t afford to be patient. Like a true change agent, our client couldn’t sacrifice brand for revenue or revenue for brand – they needed both, and urgently.

The challenge: refresh the brand to drive both recruitment and brand value.

In one month.

We accepted the challenge, and with confidence. From our work with Reader’s Digest, Netflix, eBay, and Fresh Direct, we knew subscription-model businesses.  We knew the health and wellness category. We knew the immense pressure and responsibility our client held. And most of all, we knew our method of behavior change marketing could help.

 

There are two ways that we can change behavior; Increasing motivation and making it easier for our audience to the take action. Weight loss is one of the toughest behavioral challenges of our times. Sometimes people might be very motivated to lose weight – but lack the skills to do it. They don’t know how to do it and the environment something does not make it easy for people to lose weight. Life gets in their way.

To overcome these challenges, we needed to hit both; motivation and ease.

With our first campaign, we tapped into people’s natural desire to change by modeling behavioral change. People learn new ways of behaving by watching others. Modeling can be very powerful when it creates a new social norm. And there’s generally a tipping point when not participating in the action become the odd behavior.

So, in a four-week sprint, we conceived, developed, and went to market with a winning campaign that focused on the brand’s secret ingredient – its members – / while highlighting the special offer of a free starter kit to increase ease.

The starter kit was a key. Everyone’s journey to weight loss is unique, but almost always, making the commitment to start is the hardest part. Most diets only last a few days because results don’t show over night.

With a free starter kit, the consumer now had something tangible to symbolize this new chapter of transformation. It gave them the tools they needed to succeed, and made them feel confident they could remain the course. It was a constant reminder of the empowering path they were on.

Weight Watchers – Knockin’ Em Down from DiMassimo Goldstein on Vimeo.

The campaign generated excitement and restored consumers’ motivation to act. The stock price went back up, and for the first time in a while, the future was hopeful. Still, we knew our work was far from finished.

In 2016, our brand planners helped us strategically prepare to launch a campaign around Weight Watchers’ new program, SmartPoints, one of the brand’s biggest innovations in 50 years.

Understanding the human behaviors that would ultimately drive action, we doubled-down on our consumer-centric approach and engaged the members like never before. We casted real members talking about their experiences, capturing both the values of the brand and its audience at the same time.

New signups surged, with increases in subscribers, meeting attendees, and an immediate 5% North American revenue lift.

With a new program in place, we had something others didn’t – real results with real people.

Our Fall 2016 sprint started with a happier problem. Members were losing 15% more weight on beyond the scale.

How could we get the news out in a way that would get noticed? Once again we reached out to real members and super fans. But this time, through Weight Watchers’ own app, Connect, which has been called the most positive social network on earth.

We asked members to film themselves telling us their success story and living the program. A technique we’ve dubbed, the Selfifesto®.

Weight Watchers – It Worked :30 from DiMassimo Goldstein on Vimeo.

And like the program, the campaign worked, inspiring the audiences to act in ways that benefit them.

During our three-year partnership with Weight Watchers, we achieved 10 consecutive quarters of recruitment growth. The stock grew from $7 to $107 per share, and we helped our client achieve the highest marketing efficiency since 2008.

We helped revitalize the brand, breaking down the barriers to motivation to gain over 1 million new members a year. We increased their commitment, made the path easy, and helped them each make more inspiring decisions and form more empowering habits.

That’s the master change agent way. That’s inspiring action.

Let’s say “No” to compromise. Let’s inspire greatness.

You are a change agent.

You want to create the right change for the people who care — your customers.

You want to inspire action, and now.

As you know, not everyone is a change agent.

And most agencies are not for the change agents.

They compromise speed to meet their own staffing needs.

They compromise outside-the-box thinking to fit their budget.

They compromise selling more and building the brand to play in their own sandbox.

The problem is that your customer doesn’t want to be compromised.

And doesn’t care if you are,

Let’s say “No” to compromise.

I’m Mark DiMassimo, and I’ve spent my entire career learning from change agents.

Iconic, visionary entrepreneurs the ultimate change agents have been my continuing education.

I’ve studied them up close by working with them, day in and day out.

I earn my place by helping those change agents grow their businesses while growing their brands.

This is all I want to do with my career:

Learn from the best. Use that learning to drive growth and value for myself and others.

Give it away to inspire more people to live the creativity, freedom and accomplishment of the change agent life.

Most of my work time is spent trying to keep up with and inspire these iconic change agents.

Through the years, when I could, I took some time to write down what I’d learned from them.

The Change Agent’s Cookbook became one of the most successful email thought leadership campaigns ever.

It led to several billion dollars in sales, inspired founders of new categories and brought together change agents.

My team is putting together some of the greatest hits of the series in e-book and pdf format and calling it The Change Agents Cookbook: How Great Entrepreneurs Use Creative Destruction To Inspire Action.

This isn’t a marketing funnel. You don’t need to give your email to get this book. It’s free to download, and I hope you’ll find it inspires you as others have.

If you use it to ignite the intersection of business and creativity, I’ll be happy.

Let’s say “No” to compromise. Let’s inspire greatness.

Inspiring Action Brands of the Year: 2018

Following last year’s list of behavior change marketers, we’re bringing you a new and updated list of 2018’s most inspiring action brands and people. If there are any brands you think deserve to be added to the list, tweet us here and let us know!

Bird

For using two wheels to reach a $1B valuation at record-breaking speed

Airbnb

For giving the displaced a place to stay

Domino’s

For making technology and innovation its secret sauce

Epic Games

For rewriting gaming history and launching a global craze

UNTUCKit

For being world-class professionals at keeping it casual

Patagonia

For changing the way brands approach a changing world

Cheddar

For striking a chord with cord-cutters

WeWork

For capturing the lion’s share of shared spaces

Spotify

For making sophisticated data science and personalization the soundtrack to success

Marvel

For busting out blockbusters at a record pace

Peloton

For peddling fitness enthusiasts into the future

Square

For reshaping the financial services industry

Hopper

For elevating the way consumers fly

Duolingo

For connecting the globe through language

Ring

For making home-security mobile

Coursera

For making consumers the masters of their own masters degree

The Wing

For shattering glass ceilings

Tough Mudder

For bringing a new definition to running a muck

Netflix

For providing cinematic experiences outside the cinema

Rent The Runway

For extending the red carpet into your closet

Cards Against Humanity

For revealing its cards as being much more than a card company

Slack

For making conversations conversational

BeyondMeat

For being the meat and potatoes of a meatless category

Turo

For paving the road for the peer-to-peer car sharing economy

The New York Times

For putting a modern spin on a timeless publication

Nuts.com

For showing that direct-to-consumer brands can be cooked up in the 1920s

Nike

For taking a stand on taking a knee

The Parkland Activists

For being the voice of a generation

Happy Holidays from DiMassimo Goldstein!

Over the years, we’ve built quite a reputation for our annual Holiday stunts and videos.

Last winter, we famously created a campaign to #SitOutSantaCon, which earlier this week, was named #8 on the CW Network’s Greatest Holiday Video Countdown.

We were thrilled just to make the list, but that excitement would reach new heights shortly after when the #1 video on that very countdown was also video we produced, “We Got Fired by Santa.”

But creating famous Holiday videos takes time, and after a year of agency growth, that time needed to be devoted to our long list of inspiring clients. 

Luckily, DiGo’s workshop has a large network, and in the holiday spirit, a few of our famous friends stepped in to lend a helping hand and deliver a holiday message on our behalf.

And, some of them even took to their personal networks to spread the holiday cheer for all to hear.

From all of us at DiMassimo Goldstein, thank you all for making 2018 such a momentous year. We wish you a warm and joyous holiday, and hope that the new year brings you laughter, peace, and plenty of inspiring actions to celebrate. 

The A-List Podcast with Ari Weiss

Photo from Campaign

The latest episode of The A-List Podcast features Ari Weiss, the first-ever North American Chief Creative Officer at DDB, where he oversees the agency’s 17 North American Offices.

Weiss’ reputation as an illustrious creative has been built working for many of the world’s most creative agencies, including 180 L.A., Wieden & Kennedy, BBDO, Goodby Silverstein & Partners, Cliff Freeman & Partners, and Saatchi, among others. Throughout that journey, he has collaborated with many of the industry’s most legendary icons, and he shares many of those experiences in this inspiring interview.

In his discussion with host and DiMassimo Goldstein CCO Tom Christmann, Weiss talks about why DiMassimo Goldstein was the “best first job you could ever get” and reflects on many of the magical moments, campaigns, and mentors that inspired his career. He shares useful tips about the creative process, offers his unique point of view on the shifting landscape of the industry, and explains why he feels it’s the most interesting time to be in the business.

Hear it all and so much more in the episode below!

Show Notes:

  • [0:00 – 1:28] Intro
  • [1:29 – 9:09] Growing up in California, his early aspirations of becoming a photo journalist, and the connection that landed him an interview with Jeff Goodby
  • [9:10 – 16:05] Weiss talks about his early infatuation with the industry and its culture, his internships as a college student, and the iconic campaigns that inspired him to make it a career
  • [16:06 – 21:40] His first taste of rejection and the discipline and organization that you need to become a successful creative
  • [21:41 – 27:10] Weiss talks about his creative process, the power of a true partnership, and how the industry has shifted to less traditional silos
  • [27:11 – 30:42] The current landscape of the industry and why innovation and technology must still serve the idea and insight
  • [30:43 – 35:55] What it’s like being a CCO, work that breaks into culture, and the value of having strong mentors who teach you attention to detail
  • [35:56 – 38:10] Weiss shares what it was like interviewing for a job during the dot-com crash
  • [38:11 – 49:59] Working for DiMassimo Goldstein and why it was the best first job you could get
  • [50:00 – 54:50] Weiss talks about the secret sauce at Cliff Freeman and the amazing people who worked there
  • [54:51 – 1:08:57] What it’s like sitting in Bill Bernbach’s office, working to resurrect the creative revolution he started, and why today is the most interesting time to be in this business
  • [1:08:58 – 1:11:51] Weiss talks about what he learned working for each of the agencies he worked for and how those experiences have shaped the creative he is today
  • [1:11:52 – 1:12:22] Outro

“The A-List” is a podcast produced by DiMassimo Goldstein, an inspiring action agency, recorded at the Gramercy Post, and sponsored by the Adhouse Advertising School, New York’s newest, smallest, and hippest ad school. You can subscribe and rate the show on iTunes or listen along on SoundCloud. For updates on upcoming episodes and guests, be sure to like the A-List Podcast on Facebook and follow host Tom Christmann on Twitter

The A-List Podcast with Franklin Tipton and Libby Brockhoff

(Photo from Ad Age)

This week on “The A-List Podcast”, host and DiMassimo Goldstein CCO Tom Christmann is joined by the inspiring duo of Libby Brockhoff and Franklin Tipton.

In 2011, Libby cofounded Odysseus Arms, where she currently serves as the CEO, with Tipton as an agency partner and Head of Copy. Odysseus Arms is a San Francisco-based independent and modern agency that is well known for its unique strategic and creative approach “ThirdeyeTM,” which they  dive into in the episode. In 2014, Odysseus Arms was recognized as an Ad Age “Agency of the Year.”

In this informative and inspiring discussion, Franklin and Libby tell stories from their undergraduate days at the University of Delaware; talk about the brand planning revolution and the importance of consumer insights; share what it was like working in London (where Libby launched the agency, Mother, at age 27); and explain what they look for when viewing a portfolio. Tune in below!

Show Notes:

  • [0:00 – 1:51] Intro
  • [1:52 – 12:00] Franklin and Libby talk about their childhood, how boredom can contribute to creativity, and the rigorous visual communications program they both studied in at the University of Delaware
  • [12:01 – 18:47] The two tell tales of the program’s teacher, Ray Nichols, and how they benefited from his culture of fearlessness
  • [18:48 – 26:55] Franklin talks about working for JWT in his first year out of college, the importance of having a strong portfolio, and the value of solving problems visually
  • [26:56 – 29:39] Franklin tells the story of how Libby ushered the University of Delaware program they’d both graduated from into the modern age
  • [29:40 – 37:40] Libby talks about her first years after graduation, the unique culture at Chiat Day, and the brand planning revolution, and why Wayne Gretzky is her spirit animal
  • [37:41 – 45:40] Moving to London, zigging when others zag, and stories of the legendary Dave Trott
  • [45:41 – 50:03] How Libby launched Mother in London, the importance of wearing different hats, T-shaped people, and how she landed on the name Mother
  • [50:04 – 1:04:50] The two talk about coming back from London and launching Odysseus Arms, explain their unique “third-eye” approach, and chat about the value of consumer insights and planning
  • [1:04:51 – 1:08:55] Learn how you can get in touch with Franklin and Libby, and why it’s essential to get out of your comfort zone
  • [1:08:56 – 1:09:51] Outro

 “The A-List” is a podcast produced by DiMassimo Goldstein, an inspiring action agency, recorded at the Gramercy Post, and sponsored by the Adhouse Advertising School, New York’s newest, smallest, and hippest ad school. You can subscribe and rate the show on iTunes or listen along on SoundCloud. For updates on upcoming episodes and guests, be sure to like the A-List Podcast on Facebook and follow host Tom Christmann on Twitter

The A-List Podcast with Evelyn Neill

This week on “The A-List Podcast,” host and DiMassimo Goldstein CCO Tom Christmann interviews Evelyn Neill, Executive Creative Director at TBWA\Chiat\Day in New York. With over two decades of experience creating award-winning work for some of the industry’s most renowned agencies, Neill is about as “A-List” as it gets. She has led creative for many of the world’s biggest brands, including Nike, Microsoft, and Coca-Cola, among others.

Prior to joining TBWA\Chiat\Day, Neill spent the bulk of her career at Wieden & Kennedy, where she was one of six people who were handpicked to help launch the agency’s Amsterdam office.

In this inspiring interview, Neill talks about her life before advertising, what she learned working under Dan Wieden, why a true partnership isn’t about roles, and the importance of being astoundingly courageous. Tune in below!

Show Notes:

  • [0:00 – 1:48] Intro
  • [1:49 – 8:10] Growing up in Birmingham, Alabama and how she was first introduced to advertising
  • [8:11 – 13:13] Neill reflects on her first days in the industry and tells the story of how she got an offer to move to Portland, Oregon to work for Wieden & Kennedy
  • [13:14 – 21:28] Why she considers herself so lucky to be in advertising, how to achieve your goals, and why hierarchy isn’t a pain when used right
  • [21:29 – 26:40] Why true partnership is not about roles
  • [26:41 – 33:30] The secret to not getting pigeon-holed creatively, and the importance of being astoundingly courageous
  • [33:31 – 40:50] Launching Wieden & Kennedy in Amsterdam, and how the work there differed from the work in Portland
  • [40:51 – 49:00] What she learned from co-founding her own business, The Sanibel Sea School, and how it helped her become better at advertising
  • [49:01 – 54:38] Why she’s so excited for the future at TBWA\Chiat\Day, and advice to young creatives
  • [54:39 – 56:02] Outro

“The A-List” is a podcast produced by DiMassimo Goldstein, an inspiring action agency, recorded at the Gramercy Post, and sponsored by the Adhouse Advertising School, New York’s newest, smallest, and hippest ad school. You can subscribe and rate the show on iTunes or listen along on SoundCloud. For updates on upcoming episodes and guests, be sure to like the A-List Podcast on Facebook and follow host Tom Christmann on Twitter

The A-List Podcast with Jason Musante

This week’s episode of  The A-List Podcast features Jason Musante, Chief Creative Officer at Huge, Inc., where he oversees integrated creative output across the agency’s global offices. Prior to joining Huge, Musante enjoyed success at several award-winning agencies, such as Kirshenbaum Bond + Partners, BBDO Worldwide, and Co:Collective. among others. 

In this inspiring interview, Musante tells host and DiMassimo Goldstein CCO Tom Christmann all about how his love for history helped him become a better storyteller, why young creatives should look for people to work for and not places, and why it’s important not just to fail but to know when to fail.

This episode is packed with great advice for young creatives. Tune in to hear it all below! 

Show Notes:

  • [0:00 – 1:12] Intro
  • [1:13 – 9:05] Growing up in North Carolina, and when Musante first realized you could solve business problems with creativity
  • [9:06 – 15:28] Musante talks about his experience as a student at West Point before ultimately transferring to the University of North Carolina, and why his love for history helped him become a better storyteller
  • [15:29 – 23:45] Being young and hungry, his first advertising gig at McCann, and why young people looking to get into the industry should look for people to work for, not places
  • [23:45 –30:49] The interview he had with Richard Kirshenbaum, the current state of the industry, and why he’s excited for the future
  • [30:50 – 42:20] Musante talks about his first big break in the industry, the integration of story and technology, and what he learned working for Gerry Graf
  • [42:21 – 54:48] Musante talks about the important of knowing when you can fail, and reflects on his time at Saatchi & Saatchi, BBDO, and Co:Collective
  • [54:59 – 58:48] What is so unique about Huge, and what he looks for in young creatives
  • [58:49 – 59:38] Outro

“The A-List” is a podcast produced by DiMassimo Goldstein, an inspiring action agency, recorded at the Gramercy Post, and sponsored by the Adhouse Advertising School, New York’s newest, smallest, and hippest ad school. You can subscribe and rate the show on iTunes or listen along on SoundCloud. For updates on upcoming episodes and guests, be sure to like the A-List Podcast on Facebook and follow host Tom Christmann on Twitter