Staff Takes: Analytics Open the Door to…

April 18, 2019Experience, Industry, Innovation, Marketing

We asked a handful of people within the agency to think about analytics as it related to their specific job function. Because we live in a world of readily available data, analytics and measurement touch nearly every sector of our business. From digital to creative and everywhere in between, analytics play a significant role in the work we produce as an agency. See what some of our staff had to say about the subject below.   ANALYTICS OPEN THE DOOR TO…   Analytics open the door …

Why Leadership is a Genderless Trait

April 18, 2019Culture, Experience, Industry

This article was originally published by MM&M on April 18th, 2019. View the original article here: https://www.mmm-online.com/home/opinion/hcbs-nancy-beesley-on-why-leadership-is-a-genderless-trait/ Leadership is a genderless trait. It requires brains, curiosity, courage and a keen sense of understanding of what is important. It doesn’t require a deep voice, a locker room or a secret handshake. Yet still we see men in the highest positions of power all around us. We need to do more as female leaders to take …

Challenging Goliath – How Underdogs Stand A Fighting Chance

April 12, 2019Experience, Healthcare, Industry, Marketing

This article was originally published by Eye For Pharma on March 24th, 2019. https://social.eyeforpharma.com/column/challenging-goliath-how-underdogs-stand-fighting-chance   Big Pharma is a formidable beast, but upstarts have a few cards up their sleeve We all love an underdog story. Who isn’t moved by the passion, grit, and determination that drives an outsider to overcome near-impossible odds? Rudy, Rocky, Million Dollar Baby, Miracle – Hollywood has …

An Arousing Insight Turned Anti-Tobacco Campaign

April 8, 2019Experience, Healthcare, Marketing

There are entire awareness weeks dedicated to educating young people about the health hazards of tobacco. By now, you would hope any teen could tell you that smoking and dipping is bad for you. But are the common tactics, like warning about mouth and lung cancer, seen in today’s anti-tobacco campaigns the most relevant way to get students to say no to tobacco? Why do some teens still choose to participate in something they know can harm them? According to a 2018 report from the Centers for Disease Control and Prevention, nearly 6 of every 100 high school students said they had used smokeless tobacco (dip) in the last 30 days. As an agency, we agreed that there’s more work to be done to highlight the dangers of tobacco, but through a more focused lens. That’s why …

Three Ways MedTech Can Personify & Embrace the Hero’s Journey

April 4, 2019Experience, Healthcare, Industry, Marketing

A few months ago, I introduced my five-year-old daughter to one of my all-time favorite childhood movies: the great ’80s classic, the Neverending Story. To this day, each scene still captivates me like it’s my first time watching it. Even though it’s such a uniquely magical film, it’s incredibly formulaic – tightly following each step of the classic “Hero’s Journey.” Concepted by Joseph Campbell, the Hero’s Journey serves as the backbone of nearly every epic story or movie. It’s the blueprint for the ultimate human experience. As marketers, we should take careful note of this. Here’s the simple formula: a hero lives in an ordinary world but is called to adventure. If she refuses the call, she must meet a mentor who shows her the way. She crosses the threshold and finds herself facing …

SXSW 2019: A Tale of Two Sessions

March 8, 2019Culture, Experience, Innovation, Listening

While I’m a native Austinite, I’ve never officially been to SXSW. Sure, I live and work downtown, and therefore typically get caught in the hustle of increased traffic, daily parties, and free food. But I’ve never actually had a badge. So today, as I walked over to the Austin Convention Center for a series of sessions, I basically had no idea what I was doing. That became extremely clear very quickly.   I had big plans to attend Maria Shriver’s featured session—a panel about women and Alzheimer’s. I made sure to get online the day before the session to grab an SXXPress pass, reserving my …

3 Strategies for Recharging Your Right Brain

March 6, 2019Culture, Experience, Industry, Innovation

We all have moments when our brains just shut down. Whether you are a creative director, full-time parent, product manager, salesperson, or CEO, we all experience the feeling of our brain giving up after being overworked. So, how do you combat burnout and get back to producing decent ideas? Take a deep breath. Now, get your brain thinking about something that has nothing to do with the problem you’re trying to solve. Get those neurons firing in another section of the noggin.  Here are three strategies for recharging your right brain: Change your surroundings. Leave the office and go for a walk. Head home and work in the garden. Open a magazine. Diversions like these can help to change the course of your subconscious. Find another venue …

Medical Advertising Hall of Fame: Shining a Spotlight on the Youngsters

February 26, 2019Experience, Healthcare, Industry, News

Since I was very young, I’ve had to psych myself up before standing up or speaking out. Traditionally an introvert, it took time to learn that expressing my opinion or seizing an opportunity isn’t scary—it’s empowering, and necessary for growth. Luckily, I work at an agency that helps me develop those skills. I started at HCB as a copywriting intern almost three years ago, and from the first day, my coworkers have encouraged me to share my insights and ideas. After diving deep into brands, presenting to a dozen different clients, and taking on responsibility within the creative team, I now step forward fearlessly. …

Top 4 Brainstorming Pitfalls and How to Tackle Them

February 6, 2019Experience, Industry, Listening, Marketing

I used to react to an invitation to a brainstorm like an invitation to a party. Yes, of course I’ll take a break from my real projects and go play with my creative teammates for an hour. Over time, though, I learned that not all brainstorms are created equal. Some are unfocused and confusing, some are stifled and boring. Some are downright aggravating. Here is my list of the most common brainstorming pitfalls and ways to overcome them.   PITFALL 1: Disorganized conversations that don’t generate usable ideas. Solution: Plan ahead with two bad-ass documents: a brief and an agenda. Your brief should lay out the background, context and goals of the brainstorm. Ideally, you’ll have your brief reviewed and refined by whomever this brainstorm is for, ensuring your brainstorm is solving the right problems. Distribute your brief before your meeting and brainstormers will be prepped …