AUSTIN — One of the benefits of working with “new establishment brands” is they come to media planning\u00a0without any baggage attached to them that iconic marketers often have to deal with, says Lisa Donohue, CEO at Starcom USA<\/a>, in this interview with Beet.TV. As an example, she points to rental and hospitaly site,\u00a0Airbnb, a new Starcom client<\/a>,\u00a0that embodies this type of modern brand.<\/p>\n

“Given that the world is changing rapidly, the benefit is that they have no status to break, only rules to rewrite,” she says. The best way for an agency to help to build these type of brands is to be quick, agile, and in sync with who they are as a brand. “We immersed ourselves with them as a company. We set up shop at their offices\u00a0and met everyone at Airbnb to truly understand\u00a0the ethos of the company and how they operate.”<\/p>\n

Starcom’s\u00a0focus with this client has been centered around content creation and storytelling, rather than on\u00a0flowcharts detailing reach and frequency, she says. More established brands\u00a0can learn from these upstarts about how to be more agile and not be controlled by process, while newer brands can benefit by embracing process more,\u00a0she says in explaining what newer and established brands can learn from each other.<\/p>\n

Donohoue\u00a0was interviewed by Beet.TV at the 4As’ (American Association of Advertising Agencies)\u00a0Transformation 2015<\/a>\u00a0event in Austin. Our coverage is sponsored by Videology. \u00a0Please find more coverage from\u00a0the conference here<\/a>.<\/p>\n","protected":false},"excerpt":{"rendered":"

AUSTIN — One of the benefits of working with “new establishment brands” is they come to media planning\u00a0without any baggage attached to them that iconic marketers often have to deal with, says Lisa Donohue, CEO at Starcom USA, in this interview with Beet.TV. As an example, she points to rental and hospitaly site,\u00a0Airbnb, a new […]<\/p>\n","protected":false},"author":3,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"mc4wp_mailchimp_campaign":[]},"categories":[5001],"tags":[3510,5006,5007],"_links":{"self":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/32749"}],"collection":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/users\/3"}],"replies":[{"embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/comments?post=32749"}],"version-history":[{"count":0,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/32749\/revisions"}],"wp:attachment":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/media?parent=32749"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/categories?post=32749"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/tags?post=32749"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}