page contents

Start-Ups:  From Positioning to Business-Building Attention

Example:  Mirriad

Helped define and launch this Academy Award-winning UK-based video technology company, which had been focused on linear TV,  into North America and the digital video market.  Introduced key execs and proof of concept at VEVO New Fronts presentation with Levis and Interscope artist Aloe Blacc, generating attention in front of advertising and creative industry influencers via publications like Advertising Age and The New York Times, and follow up announcements with Universal Music Group and ad agency Havas.  Additional coverage has included feature coverage in Rolling Stone, Guardian, Billboard, The Financial Times and Wall Street Journal's CMO Today.

Example: DistroScale

An early-stage native advertising platform needed to crystallize its positioning, generate awareness and gather proof of concepts to get traction as an innovative content marketing platform.  Developed B2B go to market strategy focused on earned media and thought leadership programs that would establish immediate credibility from high quality publishers and brands.  

Generated coverage of innovative native ad campaigns powered by DistroScale in Re/Code, AdExchanger, MediaPost, Wall Street Journal and more.  

Example:  SocialFlow

A leading social media distribution platform needed to re-establish itself as leading and defining the increasingly crowded social media technology arena.  Leveraged the company's relationship with some of the world's most prestigious publishers by creating forums for SocialFlow and its clients to demonstrate its effectiveness in an organic, substantive way.  

Focused on opportunities to curate and produce panel discussions and then execute and produce panels moderated by SocialFlow executives at top conferences such as Internet Week, Ad:Tech NYC, FutureM and SXSWi 2015.  Also helped develop additional strategies to drive earned and owned media opportunities for business-building exposure, including 1:1 meetings with influencers, helping produce B2B webinars and product education events, generating attention for key white paper on social optimization, and more.  

Big strategic thinking + smart tactics = results.

Example:  Martha Stewart American Made Awards.

Instrumental in conceiving this brand's first-ever brand umbrella franchise designed to reinforce the Martha Steward brand leadership in lifestyle, entrepreneurial spirit, and driving the 'maker' movement.  Launched in 2012, this year-round program that salutes lifestyle small businesses was profitable year one and has since generated billions of positive media impressions on behalf of the brand.   Recap of 2012 available here.

The program included significant roles for other successful lifestyle brands (J.Crew, Tory Burch), as well as public officials (Mayor Bloomberg, the Small Business Administration), which further reinforced the huge role of small business in the US Economy.  

Just one example of the success and staying power of this program was this feature, which appeared in the front page New York Times story and huge social media buzz.

Sometimes, being the underdog can be an advantage

Example:  EMI Music -- First global music company to remove DRM from Recordings

In 2007, orchestrated internal and industry strategy, as well as global media announcement from EMI Headquarters in London with Apple CEO Steve Jobs, EMI Chairman Eric Nicoli and Blur/Gorillaz frontman Damon Albarn.  The launch positioned EMI -- the smallest of the four major music groups at the time -- as nimble, innovative and consumer-focused.

                                          New York Times Business front page, 2007

                                        New York Times Business front page, 2007

Boutique marketing consulting firm with 25 years in leading roles at some of the world’s best brands:  Martha Stewart Living Omnimedia, EMI Music, Toys R Us, AOL, Discovery, Lever Brothers Company and more. Today, Watch This Space is helping brands -- from start-ups to global organizations – move more quickly, act nimbly and deliberately, be innovative and get noticed.  The end goals vary, but the pursuit to deliver is relentless, whether it’s to boost visibility, grab mind share, change reputations, fix problems and/or build businesses in a post-advertising and PR age.