The Daily 6: The Power of Online Video

The Daily 6

1) Things we forget about online video

16 Facts About Video Marketing That Will Keep You Up At Night

16 Facts About Video Marketing That Will Keep You Up At Night image Late Night

"Video marketing is climbing in popularity because companies are realising how useful it can be to communicate with customers in new, more personal ways. If you haven’t been thinking about using video to market your brand, now is the time."


2) Constantly changing consumer trends...

The top 4 consumer trends you need to know

"Trends are driven by basic consumer needs and desires (think Maslow's Hierarchy of Needs), coupled with short-term or long-term cultural shifts, driven by economic undulations, new technology development, politics, or even popular culture. With consumer behavior and preferences changing faster than ever, businesses are seeking to regularly research, understand, and apply consumer behavior trends to digital marketing efforts."


3) Snapchat movie for product marketing

Snapchat 'Live Film' Introduces Taco Bell's Next Locos Taco

"The chain is announcing the latest in the Doritos Locos Taco line in just as lengthy a format: a four to six-minute-long movie ephermal app Snapchat. Taco Bell said a film of length is a first for Snapchat, which is known for seconds-long messages that disappear after they're viewed. The new taco will be available May 1, with TV, radio and additional forms of advertising launching then, but the social media campaign is kicking off today."


4) Google makes its way into the government 

'Let Me Google That For You' Bill Introduced to U.S. Senate

"A bipartisan bill has been introduced in the U.S. Senate under the unlikely but wonderful title, "Let Me Google That For You". The bill, sponsored by Senators Tom Coburn and Claire McCaskill, has the purpose "To streamline the collection and distribution of government information" and proposes that the government prioritize searching for information via the Internet."


5) Are we experiencing digital overload?

The evolutionary psychology of digital clutter

"The dream of tech companies is to knit together a seamless, integrated system for our gadgets, phones and TVs that works for humans and one data pool that assists marketers. This is why Amazon, Apple and Google keep attempting to build a single interface to rule the digital screens spread throughout your home. The only problem: Humans don’t want that."


6) But what about Google Glass?

Is Google Creating a Pain in the Glass?

"What exactly is Google thinking? That’s what some industry analysts and marketing professionals are asking in response to the news that Google will make its wearable technology called Google Glass available to the public for one day only this week – Tuesday, April 15th."


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The Daily 6: The Twitters That Don't Tweet

The Daily 6

1) So many Twitter accounts, though not as many tweets...

44% Of Twitter Accounts Have Never Sent A Tweet

44% Of Twitter Accounts Have Never Sent A Tweet image Twitter Users Are Fake 4 out of 10 Times

"Twitter has amassed a mammoth number of users and nearly half of them have never sent a single tweet. A new study suggests that 44% of of all accounts have never sent out a message from the micro-blogging platform. Twopcharts, a site that monitors Twitter account activity, reported the data. Shortly after that finding a Twitter representative said the social network does not comment on third-party findings."


2) Facebook aims to kill spammy accounts, updates

Facebook Update Targets News Feed Spam: Posts 'Explicitly' Asking for Likes, Comments, Shares

"Now Facebook seems to be directly targeting marketers that are overusing particular marketing strategies, similar to how we've seen Google make changes to their algorithm target and penalize SEO tactics that moved from an acceptable tactic to a spammy tactic."


3) How far have we come?

Mobile Payments: Where We’ve Been & Where We’re Going

"When leaving the house over the past decade, a typical person’s checklist has morphed from “keys and wallet”, to “phone, keys and wallet” to “smart phone, keys… and do I really need my wallet?” With the evolution and growth of mobile payment solutions, now more than ever, you can cross “wallet” off of your mental checklist."


4) What does the future hold for retail?

The future of retail in 5 charts

"Physical retail in the U.S. deals in trillions of dollars, while e-commerce dabbles in mere hundreds of billions. Americans are expected to spend $304.1 billion and $4.1 trillion on e-commerce and physical retail, respectively, in 2014. By 2017, those figures are expecting to increase to $440.4 billion and nearly $4.9 trillion, according to eMarketer."


5) Don't blend in with the rest

4 Ways to Make Your Blog Stand Out from the Pack

"What makes content compelling? Many blogs rehash the same information shared countless other places by adding a bit of their own style. But for the most part, the story, commentary, and information don't vary much from blog to blog."


6) The famous Oscar selfie tweet--yes, we're still talking about it.

Fact Check: Was Samsung's selfie really worth a billion?

"It was the tweet heard around the world, but was it worth $1 billion?"


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The Daily 6: Instagram is King Among Teens

The Daily 6

1) We believe it. Don't you?

Instagram Surpasses Facebook And Twitter Usage Among Teens (Study)

Instagram Surpasses Facebook And Twitter Usage Among Teens (Study) image Instagram Surpasses Facebook And Twitter Usage Among Teens

"For the study, 7,500 teens – with a mean age of 16.4 – rated the top three social networks Instagram, Facebook, and Twitter in terms of importance. Piper Jaffray analysts determined Instagram toppled the two social media giants in popularity among teenagers, but not to worry, Facebook and Twitter are still used by the whipper-snappers."


2) Marketing is always on. Are you?

Turn Your Smartphone into a Lean, Mean Marketing Machine

"Have you ever wondered how some corporate Twitter accounts make customer engagement look so effortless? Or how a marketer seems to be posting meaningful updates on Facebook while speaking at a user conference at the same time?"


3) "I want to buy this! Jk I'm out."

Six tactics for reducing cart abandonment rates

"Cart abandonment is cutting into profits for retailers, as 68% of carts are left behind before the purchase is complete. While retailers can do little about some of the motives, they can ensure that the abandonment rates are kept to a minimum."


4) Wow. This guy is impressive.

Meet the Michelangelo of Snapchat

"These days there are YouTube stars, Vine celebs and Instagram influencers who have built up huge social followings on these platforms thanks to their output of fun, entertaining visual and video content — and it’s no surprise that brands often tap these power users to help make branded content too. But what about Snapchat heroes?"


5) The success of social segmenting.

Segmented Social Marketing Grows MGM Revenues by 300 Percent

"MGM uses social media data to get the right offer to the right customer, whether they're a big spender or a penny-saver. And social advertising has grown revenues 300 percent over the last three years."


6) Not your average lemonade stand.

Free Tablet Payment Solution Comes to Retail

"This week, PayAnywhere may have effectively upped the ante in mobile payments by launching its first ever free touchscreen tablet and stand with built-in credit card reader."


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No Daily 6 Today. ...April Fools!!

The Daily 6: Great Content Daily  - Even April Fools' Day

1) The best tricks on the web today...

April Fools’ 2014: The Round-Up Of The Best

"Yesterday morning, The Google Maps’ team tugged at the heart strings of every geek around the world by debuting a teaser for a video game they’ll never actually release: a live-action, augmented reality Pokemon game."


2) Well this is a WHOLE new level of engagement...

Jagermeister Wants Millennials to Create JagerBonds While Drinking Jagerbombs


"Spirit brand Jagermeister has released its first mobile app, JagerBonds, which it says uses images and videos from multiple users' social media posts to create a video highlight reel of a group's night out."


3) Own a restaurant? You better be on mobile.

Restaurant Marketing Now Fully Mobile

Restaurant Marketing Now Fully Mobile 283x300 Restaurant Marketing Now Fully Mobile

"In 2014, if your restaurant isn’t marketing to patrons on mobile, you’re losing customers by the day – whether you realize it or not.
As a result, countless restaurant owners are warmly embracing mobile marketing and menu features as a way to attract and retain avid restaurant-goers."


4) Instagram Videos - Brands are killing it.

12 of the best branded Instagram videos of March 2014

washington post instagram

"There were some brilliant Instagram campaigns in March. One of the most encouraging success stories was WaterAid’s single Instagram video submission to a ‘weekend hashtag project’ leading to an increase in 22,000 followers in just two weeks."


5) Social + Ecommerce creates an unstoppable force.

Social Combined with eCommerce Empowers Smaller Brands to Compete Globally

"For eleven consecutive quarters, eCommerce sales have experienced double-digit growth. Thanks in part to mobile device proliferation and social media, eCommerce is in the midst of a major renaissance. Social networks specifically have altered the way eCommerce brands go about marketing online. Such disruption has resulted in a new model for online retail referred to as social eCommerce."


6) Don't settle when it comes to social.

How to Play in the Social Media Big Leagues: Stats From 27 All-Stars

"Working in social media can be like playing baseball: you need the right lineup, an audience that loves you, and an intimate knowledge of the rules to win. But like baseball, not all aspiring social media pros will make it to the big leagues. Social media marketing is still a relatively young field."



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Sounding Off: Audio Evokes Haunting Mood for HBO's "True Detective"

The first season of HBO's hit new crime drama True Detective has been well-received by audiences with widespread acclaim from critics.The Atlantic called the series "the best show on TV" and TIME called it a "tour-de-force."1  

Definition 6's audio and post-production team in our NYC studio jumped at the opportunity to work on the highly-anticipated new series' trailer for HBO. The show follows two homicide detectives investigating a series of serial killings in southern Louisiana. The swampy, Southern Gothic vibe and dark plot requires more than just cinematography -- it requires a special artistry in audio to sustain. 

Haunting, atmospheric, mournful, evocative, unsettling: Using audio to evoke an ominous mood.

"The audio for the trailer was important in creating the ominous feeling that the spot has," explained Definition 6's Senior Audio Engineer Michael Barrett. "We wanted to use both the music as well as the sound design to build up tension as we see the characters and hear them set up the general story. We used a lot of low dramatic hits, but ultimately it culminates in a shocking drop out to silence before coming back with McConaughey's great line: '…and like a lot of dreams, there's a monster at the end of it'." 


(1st trailer for HBO's "True Detective")

Definition 6's Managing Partner Rob Ortiz said about the project, "Zachary Lee and Chris Denniston from HBO were the producers of the trailer. They wanted the music to drive it, so that was our approach when working on the audio for the trailer. The big thing about this show is that it's an HBO show with two A-list actors committing to it -- Matthew McConaughey and Woody Harrelson."

Over the years, we have had opportunities to do many different types of work for HBO, from website production to social media, from post-production to purely audio work. Under pressure with a tight turnaround to deliver big results, the post-production team led by Mike Barrett pulled together and delivered results exceeding expectations. HBO used the trailer to build anticipation last fall for the show's premiere on January 12th. The first trailer for the show received overwhelmingly positive reviews and feedback across social media:

kevinbrueck: "There's a reason this has zero dislikes. Pure awesome."

jahoolie2: "probably the only trailer i've ever re-watched straight after the first go. this looks so f***ing great"

MahabubMithun: "OMG...this s**t looks cool. HBO is always come up with something extraordinary."  


The first season has earned widespread attention and a rapidly growing fan base over the past two months. The finale airs March 9th. Don't miss out! Tune in to HBO Sundays at 9pm EST.

The audio work for HBO was led by Definition 6's Michael Barrett, our esteemed Senior Audio Engineer who has won multiple Emmy Awards for his sound mixing work for Sesame Street. The first trailer turned out so well, we ended up working on the third trailer, produced by Daniel Zibulsky, as well:




To see more of Michael Barrett's multiple Emmy award-winning work, which includes sound designing and mixing for both long form and commercials, view his reel.


Want to learn more about all the things Definition 6 can do for you? Contact us!



The Daily 6: Super Bowl Stories, News, and Predictions

The Daily 6: Great Content, Curated Daily

Welcome to Definition 6's Daily 6. We curate the internet's best digital marketing news, and post it right here, daily.


1) Go ahead, try to ban our ad--we'll make it go VIRAL!

Fox Bans SodaStream Super Bowl Ad Featuring Scarlett Johansson: Plan Backfires Ad Goes Viral

"If you didn’t hear, Fox decided not to allow a commercial from the “Make your own Soda” company SodaStream as they were reportedly concerned that Coke and Pepsi would be upset. The result of the ban from the television network was the video went viral in a big way. Within just hours of the ban reportedly more than 1.8 million people visited the companies advertisement on YouTube effectively making the ban into an aggregator rather than deterrent."


2) We don't know who will win the big game Sunday, but we do know which team is winning in search traffic.

Seahawks Beat Broncos 33-17 in Battle of Bing Search Volume by State

"Of the 17 states where the Broncos won on search volume, the Broncos had the most search volume at home in Colorado (85 percent), followed by neighbor Wyoming (77 percent), South Dakota (66 percent), and Indiana (64 percent), where Peyton Manning played for the Indianapolis Colts for 13 seasons prior to joining the Broncos two seasons ago after a year out of football due to a neck injury."


3) It's in the Daily 6 every day, people, Mobile, Mobile, Mobile

Starbucks Shuffles Management to Turn Focus to Digital

"Get ready for some digital experimentation from Starbucks. CEO Howard Schultz has shaken up the upper ranks of his company and also announced that he’ll be working more closely with Chief Digital Officer Adam Brotman and Chief Strategy Officer Matt Ryan on "next generation retailing and payments initiatives," according to the Wall Street Journal."


4) These days you can find out just about anything about just about anyone

We Know What You'll Be Eating During the Super Bowl [Infographic]

"Hunches are good, but data is better, so says best-selling author Dan Pink. And in a world of big data and sophisticated analytics, why would you even want to go on a hunch, especially when there’s so much great data available?"


5) Despite rumors of its demise, Facebook still seeing success

Facebook Stock Soars on Mobile Ad Gains

"Mobile engagement is on a tear, driving all of those gains in respective revenue. On mobile, daily active users nearly doubled year-over-year to 556 million and monthly active users increased 39 percent to 945 million. Overall, daily active users jumped 22 percent to 757 million, while monthly active users grew by 16 percent over the same period to 1.23 billion."


6) Will you be on your smartphone during the big game? I probably will be.

IAB: The Big Game is a Big Day for Mobile

"The findings of a new survey conducted by Harris Interactive and commissioned by the IAB show that, regardless of whether the Broncos or Seahawks win, it’s already evident who will steal the show on Super Bowl Sunday – your smartphone."


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Promoting the Launch of CMT's Party Down South on Social and in a City Near You

JESUS, DUCT TAPE, OR WHISKEY? COME PARTY WITH US, Y'ALL! Tonight CMT is launching a new show called Party Down South, a Southern version of the reality show Jersey ShoreDefinition 6 had the opportunity to help CMT promote their new show with shareable media, engaging social content, and live events.

Party Down South Bottoms Up!
  • In the first two weeks of promotion by our social team, the Facebook page grew from 0 to nearly 60,000 fans
  • On the day of the show's premiere, the number of fan likes has soared to over 150,000
  • Live event promotion reached 5,000 people in the target demographic 


The Challenge: Start the Party

Because the show is new, we were tasked with getting the attention of the show's target audience and establishing a fan base from scratch. In the two months leading up to the show's premiere, we built a content calendar and planned engaging posts while our creative team designed memes and images for social media. To support the show's launch, our team developed and launched a mobile-friendly microsite, established and promoted the Facebook page, and hosted events in key Southern cities.

Shareable Media: Jesus, Duct Tape, or Whiskey?

Definition 6 developed and launched a microsite that shows fans a photo from the show and encourages them to vote on which of those three things -- Jesus, duct tape, or whiskey -- can “fix” the situation from the show. The amusing image and solution can then be shared across social media, encouraging a larger network to join in on the game.

Jesus, Duct Tape, or Whiskey? CMT Game

Engaging Social Content: How We Grew the Community on Facebook

The CMT Party Down South Facebook page was established and promoted to build the community base. The page flew from 0 to nearly 60,000 fans in just two weeks. More than 100,000 unique social media users are talking about Party Down South today.

Just in time for the Party Down South premiere, the page has already climbed to over 150,000 likes. Definition 6 has developed for CMT social content like memes, GIFs, and shareable graphics to be shared across networks on Facebook and Twitter. All of this content is being used to drum up interest and build a fan base in advance of the show's premiere.

Party Down South memes

Hosting Live Events: Rallying the Target Demographic 

It would not be a party without free stuff. The Definition 6 social media team hosted 15 out-of-home events in key Southern cities in the few weeks prior to the premiere. We recruited and managed street teams to hand out promotional items in these markets, driving online conversations for the show.

Nearly 5,000 people in the target demographic have been reached through the out-of-home events so far by direct interaction, giving promotional items such as t-shirts, trucker hats, and beads, and capturing engagement via pictures and social posts.


Be sure to tune into Party Down South tonight on CMT at 10/9c. Y'all don't wanna miss this!


Want to learn more about what the Definition 6 social team can do for you?

Let's talk now!



Casting your Votes for the #iMediaAgencyAwards? See our picks!

It's time to vote! The finalists have been chosen for this year's iMedia Agency Awards, an industry awards show that honors agencies advancing digital marketing. Below are two campaigns we really loved.



Cast your votes here! (Psst, Definition 6 is nominated for Best Agency for Social Media)


"What is Working: Small Businesses" (Media Kitchen)

The Huffington Post and Goldman Sachs developed a new sponsored section to provide small business owners and entrepreneurs with the tools they need to succeed in a tough economy. The section, "What is Working: Small Businesses," features original content authored by Goldman Sachs from teaching business skills to participants of its 10,000 Small Businesses program. Additional content comes from the program's partners and graduates, thought leaders, news articles, and other independent contributors. The sponsored section aims to inspire, educate, and inform small business owners while also sharing great stories of entrepreneurship in the US.


Samsung's “Life’s A Photo. Take It.” (Starcom Media Vest)

For the launch of the Samsung GALAXY Camera, Samsung asked 32 photographers to show why their city was the most photogenic in the world. Photos were uploaded to a bottomless Tumblr page connected to Instagram and other social media networks where fans could vote for their favorites. The city with the most likes won a massive party in the photographers’ honor. The Tumblr campaign earned over 1 million clicks and the videos received 1.3 million YouTube views. After eight weeks of submissions, voters chose Berlin as the winner.
It's great to see talented and innovative marketers putting amazing work out there! Don't forget to head over to the iMedia website to cast your votes!



HBO's Game of Thrones and Definition 6 Win Big at OMMA Awards and Stevie Awards

Awards season may just be kicking off, but work by Definition 6 is already taking home the trophies. Game of Thrones' Join the Realm, an interactive experience created by Definition 6 and HBO, won both an OMMA Award and a Stevie Award this month.

For the 3rd year in a row, Definition 6 took home a Stevie Award from the American Business Awards. At the ceremony held in San Francisco earlier this month, Definition 6 and HBO's 'Join the Realm' was awarded the top award, a Gold Stevie. in the Entertainment app category. 


At the 8th annual OMMA Awards in New York City Monday, HBO won the category "Best Use of Fan Page" for Join the Realm. According to Ken Fadner, CEO of MediaPost, there was a record number of entries for 2013. “The quality of entries was stronger than ever, making selecting the finalists and winners exceedingly difficult.” 

HBO teamed up with Definition 6 to create Join the Realm for Game of Thrones. Join the Realm is an interactive experience that allows fans to create their own 'House Sigil' similar to those in the show and then download, share, and post it in a variety of formats on leading social networks. 

The tool can be used in 24 different languages and gives fans an interactive sigil editor to name their House, enter House Words, and choose from a variety of backgrounds, patterns, borders, colors, and icons. It can then be shared via Facebook cover photos and profile pictures, Twitter backgrounds, wallpapers, and Instagram photos. With Join the Realm, fans are able to create the house that most represents them. has had over 1.2 million visits and more than 750,000 sigils have been created by passionate fans in over 200 countries. Create your own sigil now on




The Wendy Williams Show Premieres Today with Major Rebrand by Definition 6, #feelitwendysept16


"Can you FEEL IT?" Fall may be in the air, but the real buzz is for today's premiere of the fifth season of The Wendy Williams Show. It's not just the start of a new season for Wendy -- it's the start of a new era for the show marked by a major rebrand by Definition 6. 

Kicking Off the Rebrand With a Viral Music Video

Just six weeks ago, Wendy teased her fans with a preview of the rebrand by releasing a full-length music video featuring the new theme song remix. The video has since gone viral, amassing over 150,000 views on YouTube and millions of impressions on Twitter and Facebook. Blogs ranging from Buzzfeed -- complete with mesmerizing GIFs -- to industry standards like NATPE and PromaxBDA's Brief praised the new video.

TV and radio host Max Tucci tweeted, "I love that @WendyWilliams is having the time of her life... You can see it in the new "Feel It" remix video! Super energy!"

Are You Ready to FEEL IT?

Definition 6 produced the remix by extending her short opening theme song into a full-length club version with choreographed dance. D6 sound designer Dan O'Sullivan recomposed the theme song to give it that DJ Tiesto feel and Creative Director Jamie Manalio directed the filming with over a hundred extras and seven cameras in Central Park.




“Wendy and her team loved the video!” says Rob Ortiz, Managing Director at Definition 6. “They loved it so much the full-length track was released on iTunes and it's the new opening theme song for her show.”


Today, fans will finally see the full extent of the rebrand as The Wendy Williams Show reveals a complete new look. The rebrand includes a full graphics package in addition to the memorable music video. 

Behind the Scenes: "Wendy Williams has taken over your TV screen and now she's taking over Central Park"

To build anticipation for today's reveal, the Wendy Williams team released last week a behind the scenes video highlighting the making of the "FEEL IT" music video. Definition 6 filmed, produced, edited, and mixed the video. 

The behind the scenes video includes interviews with key people on set, including famed choreographer Derek Mitchell, Definition 6's Rob Ortiz, Director Will Heins, and, of course, Wendy Williams. Wendy says, "I've worked very hard for this moment. This is season five. It's a big, big deal. Everybody's out here to support the season and I just feel very fortunate."


Definition 6 Pulls Out All the Stops for The Wendy Williams Show

Though this is the second year in a row Definition 6 has worked on the Wendy Williams image campaign with the Debmar-Mercury team, this is by far the biggest project done for them because it extended beyond promo work into several other areas of our expertise. This includes the music video, 30, 20, 15, and 10 sec spots, new theme song, images, mixing, editing, social media activation, and snippets for YouTube and Wendy’s various social media channels.

Editor John Gill ensured brand continuity with the work Definition 6 did previously for the season four campaign. As Expert-in-Residence Frank Radice said, "At Def6, we get it done!" -- and that is exactly what we did for the season five launch of The Wendy Williams Show.  

The fall season of The Wendy Williams Show premieres Monday, September 16. Watch the full length music video here.


Jekyll and Hyde: Decision Making and the London Commuter

Written by Holly Jeffrey-Goodall

The rush to get home is something that every commuter is familiar with, and I for one, think of it as my daily exercise, mainly because of all the people I have to dodge, all the standing I have to do on every form of transport I encounter, and all the complaining I have to do about it afterwards. So, whilst everyone else in London is enjoying the never-ending heat wave, I have some reservations. Hot weather and London’s public transport system seems to turn even the most rational and logical mind into a crazed animal with fourteen flailing limbs and rather smelly armpits. I have come to the conclusion, therefore, that the ability to make good decisions is left at the office door at 6 o’clock, and waits there patiently for you to return like a small dog left whimpering outside a supermarket.

The Decision Making Process is a huge part of working life, whether you’re doing it on your own or with others, those decisions need to be made. The people around you right now, they make decisions all the time. They might even be doing it right now – look closely, see if you can spot their decision making face, everyone has one. Don’t stare, that’s rude. Now they’re trying to decide why you’re staring at them.

You can reduce the Decision Making Process (or DMP if you’re one of those peeps that like to abbrev. everythin’) into 5 simple steps: Situation, Options, Choose, Act, Evaluate. We do this subconsciously, it’s completely engrained in us to weigh the options before us before we act, and so we can do it in a split second, but not after 6pm. Apparently.  

Think of the Situation, you’re walking onto the platform to get the tube home. There are hundreds, if not thousands, of millions of people. All of you want to get on that train, which, by the way, is already packed. What are your options? Well, you can either attempt to get on the train, or wait for the next one, which will arrive approximately 24 seconds after this one. Choose. Simple Enough, I’m getting on that train, says every commuter on that platform. Act: Push and shove forward (whilst somehow allowing others off the train at the same time) until you get on that train being very careful not to pull the emergency alarm that has somehow ended up under your arm, and with your face buried in some other commuter’s armpit. You’re now stuck like this for your entire journey while more commuters squeeze themselves in, and probably get their heads stuck in the doors.

Evaluate: You’re stuck, sweaty, unhappy. But hey, you got on THAT train, which coincidentally happens to be going in the wrong direction. Go you.

Imagine if you approached your working environment in the same way, and by not weighing up your options for longer than a second, you resign yourself to having to follow through with a judgement made in error by a desire to get somewhere faster. If we all behaved in the office the way we behave on the tube, no decisions would ever really be made because somewhere along that line, we’d realise we’d got on the wrong train and just have to do it all again. Moral of the story? Don’t be a commuter at work. Take your time with your decisions, work with people, not against them, and try your hardest to make sure you get on the right train.

Extra moral of the story. Don’t be a commuter on the Tube either, no one likes it. 


Online Corporate Publications and the Changing Role of the Journalist


Maersk Group launches Digital Edition of Company Magazine: The Maersk Post

Definition 6 has worked with the Maersk Group, the largest container shipping company in the world, to create an online digital Company Magazine. The quarterly publication will feature stories across the various Maersk businesses and employees around the world. Maersk works with a huge amount of external stakeholders and it is vital that they are kept up to date with all activities across the business. It also allows for interested parties to read more about the workings of The Maersk Group and its vital role in shipping oil and gas. The digital publication not only delivers informative articles on the industry itself, it introduces Maersk employees and gives excellent insight into how the Group’s strategies are executed.

This style of corporate publication is a fast growing space, especially when optimised across all devices. Such transparency will serve to protect a First-class image. A vital marketing tool, it can be an influencing factor that will help a company progress and win new business. A corporate publication strengthens customer loyalty, providing information on the industry itself. It also attracts new customers, getting their attention through clarity and thought-leadership. In turn, a digital magazine can be easily shared and will therefore serve to improve your referrals and exposure across digital media. Finally, a corporate publication strengthens customer relations and staff morale. In presenting company information to employees and customers, your magazine presents a solid business story that you are proud to shout about.

Following the above, a digital publication allows for far more than a physical print version. Not only is access measureable thereby presenting a huge amount of useable data, a digital platform also allows for a more interactive, immersive experience with the use of video. Online platforms also allow for personalisation which will inevitably enhance audience experience with targeted stories and relevant story alerts. An experience can be tailored to a user’s preference in the long-run making the information presented far more relevant and desirable.

The new digital edition of the Maersk Post enriches the user experience with plenty of interactive material, such as videos. The digital magazine also allows for sharing across all social media platforms. Many large companies have a legacy of an internal print publication that still has value but as audiences spend more time online, there are boundless new opportunities to present information digitally. Taking the printed version and adding multimedia extensions using an online platform is a simple way of presenting information online. However, in the longer term, organisations could look to more innovative platforms to enable an even better digital experience.

Journalists need to adapt with the Digital Age. All outlets now have the ability to break stories on their websites 24-7. As workers become multi-skilled, journalists need to stop thinking of themselves as specialists; as only a print or broadcast journalist, but as a multi-skilled reporter with the ability to gather information and tell a story. Having the ability to prioritise and develop new skills is absolutely vital in today's online world.

The latest edition of The Maersk Post discusses its policy on security issues. In 2011, thousands of Egyptians protested against the rule of President Hosni Mubarak. As the situation became uncontrollable, the Maersk Group offered employees and their family’s evacuation. Learning by experience, the Group talks about how this shaped their future security strategy.

The Maersk Post is free to browse and download for both desktop and mobile devices, get yours now:


BBC Connected Studio- Glasgow 2014 Commonwealth Games

Working with the BBC is regarded as an honour, not only in the UK but across the globe. Being given the chance to collaborate with the largest broadcaster in the world is any agency's dream, trust me.

Connect Studio is a new approach to ensure innovation across BBC Future Media. Producers, developers, digital agencies and designers including Internal BBC Staff are invited to construct innovative solutions to a brief set by the BBC. In creating an open forum, the hope is to optimise BBC digital media products for the future.

Tony and I decided to attend the Connected Studio in Glasgow. Only an hour on a plane and we were there, at the home of the Commonwealth Games 2014. I could sense impending excitement in the air. Other passengers were overheard discussing their ideas, even sporting jackets with ‘2014 Games’ embroidered on them. The city was evidently buzzing in preparation for next year’s events.

We took our seats in the Lighthouse, there wasn’t a single spare seat in the room. In case you didn’t know, there are 54 member states in the Commonwealth, each represented by a single flag hanging from the ceiling. Four criteria were set out in the brief, all focusing on delivering non-sport Commonwealth-related content from the BBC to audiences. The aim was to improve digital offerings and with it, digital media literacy so audiences are inspired to think about their place in the Commonwealth.

The Commonwealth is home to one third of the world’s population. But sadly, most know little about it. The first challenge set out in the brief was to reflect life throughout the Commonwealth and to celebrate the different cultures within it. Another objective was to make audiences across the UK feel part of events happening in Glasgow. The hope is to encourage UK audiences to participate in and share the digital Commonwealth moments during the games. The final objective was to inspire the youth of the Commonwealth and encourage younger audiences to engage with all content.

Bruce Malcolm and Claire White began the day by addressing the crowd and giving us a taste of what the Commonwealth Games meant for the BBC and for Glasgow. They were able to create an air of anticipation and excitement around the games, something that prompted us all to begin thinking creatively as to how we would address the brief. They were followed by other BBC staff, each giving further insight into their specialised genres.

As the ideas began to flow, the room divided into teams. Creative facilitators circulated the room, all offering advice and inspiration. Roaming experts were on hand to listen to ideas and to give honest and valuable feedback. Linda Cockburn talked to the group for half an hour on how to deliver the perfect pitch. She was absolutely excellent, Tony and I both felt incredibly lucky to be given her invaluable advice. One tip I would like to share was to tell a story. Make sure you have a beginning, middle and end. In doing so, your pitch will be clear and concise and will deliver the desired message as efficiently as possible.

We decided to address the Youth of the Commonwealth. There were over thirty pitches at the end of the day. It was such a great experience to listen to so many ideas in one forum, the transparency of all the pitches was really great with each being tweeted on the BBC Connected forum. It is a rare experience to be privy to other pitches; an experience I think was truly valuable. We were able to take away so many great ideas from others. Congratulations to all those that attended. 

BBC Connected Studios was an invaluable experience, one that I truly hope to replicate in the future.


The Power of Universal Communication – Knowing your Audience

Written by Holly Jeffery-Goodall

I am, as I have been told many times, in a rather unique situation. By day, I work in Media Relations in the Definition 6 London office. By night, I live in a convent. It’s only temporary, you understand, but it does give everyone in the office a great deal of amusement to call me a ‘Trainee Nun’.

On a daily basis, I communicate with people I have never met in countries I haven’t yet been to, and in the office too, where a mixture of different cultural habits is continually present and discussed. The workings of the NHS compared to the Portuguese healthcare system is a recent example, with the ways that both cultures view this huge organisation being both informative and, at times, downright hilarious. I have learnt, in the short time that I have been working here, the importance of communication in a business setting, the tailoring of pitches and responses to suit the intended audience.

Recently, I have begun to realise how that affects my ‘home’ life on a similar basis. We tailor our responses to all communication, even unconsciously. You wouldn’t swear in front of an elderly relative or small child, but in front of friends, it’s (mostly) perfectly acceptable. We are constantly learning new methods of communication, depending on the people we meet and the ways in which we engage them.

At home, I have had to prevent myself using the phrase ‘Oh my God!’, but in the office or out with friends, it’s perfectly common. Engaging in regular communication with a nun is at the best of times, a pleasant experience, they are continually positive and really rather lovely. It can be, however, rather strenuous if one doesn’t know what to say. The golden rule with nuns: take it slow, frame your conversation with description and nice things, and don’t make too many references to pop culture. They have, however, heard of One Direction. Unfortunately. 

When speaking with journalists and broadcasters, the opposite is true: Don’t waffle. Make your point, ask as few questions as possible, be professional. These are busy people, they probably don’t want to discuss your love of knitting, and how beautiful the Houses of Parliament look at dusk.

Communication then, is the most useful tool anyone in our industry has in their arsenal. In fact, communication is the most useful tool in the world’s arsenal. Social media allows us to engage with different cultures on different platforms every day, which is incredible. The more personal touches such as communication via phone and in person, allow us to advance our knowledge of communication as an ever changing medium, to engage with more people with confidence, and to tailor our responses to ensure that your messages are always translated cross-culturally in an appropriate and hopefully beneficial way. 


Maersk: First ever Oil Industry computer game

by Richard Armitage 

The Oil Industry: Live from Copenhagen to the World with Maersk and the first ever computer game made by an Oil company – Quest for Oil.

Quest for oil, industry, recruitment,

“Working with the Definition 6 team on the Quest for Oil launch day really made our story fly within the international media” - Anja Anderson Maersk Group Marketing and Branding

Here’s the big question for Oil companies.  How do you solve a long-term recruitment problem facing an industry that is misunderstood and largely closed to the public? The answer from Maersk Group was to create and launch a strategy based video game called Quest for Oil – a game that allows everyone a chance to run their own oil business and learn how the oil industry works for themselves. Perhaps even consider a career in the industry too?

To download your free game and for more information visit

Our role? The Definition 6 team was asked to work with Maersk for the launch to help create widespread international media coverage. We did indeed create a lot of coverage, with help from a generous amount of time granted to us by not one but two CEO’s from the Maersk Group.

Claus V. Hemmingsen, CEO of Maersk Drilling and Jakob Thomasen, CEO of Maersk Oil tried their hand at a Satellite Media Tour to launch their new initiative internationally.

While an SMT is a very new format to Danish and other Scandinavian CEOs, it is proving to be a highly impactful, cost effective, efficient use of a CEO’s time on big news days. Check out our work with LEGO CEO Jørgen V Knudstrup:   

How does it work?

International coverage is achieved on this scale by running two parallel processes. Firstly, our team creates a highly targeted Live Media Plan. CEO interviews are mapped to specific regions and demographics across print, broadcast and online media. It is a structured process that involves careful planning to ensure that everyone involved--from the CEO to the production crew and newsroom--is ready on launch day. Going out live on the day perfectly delivers the desired message, visually, editorially and demographically.

From the launch event we enabled Claus V. Hemmingsen, CEO of Maersk Drilling and Jakob Thomasen, CEO Maersk Oil to conduct interviews with The BBC, CNBC, Forbes, TheStreet, Fox News Houston, CNBC Arabia, First Business News and Reuters. Be sure to check out the broadcast interviews: 

Secondly, we coordinated a targeted multimedia distribution and media relations campaign to thousands of journalists within a broad range of vertical media.  The techniques we use at Definition 6 allow us to work across broadcast, online, social and print media ensuring that the content we send to media is in the right format for the journalists needs.  You can see the full press kit here:

These two parallel processes allow a multiplier effect. The combined live schedule and distribution of prepared materials creates much more coverage than standalone services; i.e. the sum of the whole is far greater than the individual parts.

Services used: platform, Our US and European Media teams, Media Centre Platform and our signature SMT.


Hundreds of Thousands Have Joined the Realm...What are You Waiting For?

Since HBO's launch of, a site that allows fans of the popular show Game of Thrones to create their own house sigil, hundreds of thousands of fans have generated their own coat of arms and shared them across social media channels, stirring up excitement for Season 3, which premiered last night. Check out what we created as well as some of our favorite brand and celebrity sigils below and be sure to Join the Realm and create your own family arms at What are some of your favorites that you've seen this week? What does your house sigil look like? Share it with us in the comments.


                Dirt Devil                                                          Hartz Pets

              Bryce Harper                                                         The Boston Bruins


Check out the house sigil of Brian Hernandez,          Another great write-up about Join the Realm

writer at Mashable, who also covered the story         featured on includes several

of on Mashable.                    house sigils made for Marvel and Hunger Games.       

Check out the house sigil of Brian Hernandez, writer at Mashable, who also covered the story of on Mashable.    

and of at Definition 6 we made a few sigils of our own.



A Blog of Fire and Ice – #JoinTheRealm of Game of Thrones


Fans of the wildly popular HBO show Game of Thrones are anxiously awaiting the premiere of Season 3 on March 31st, 2013 at 9PM in the United States. The show has become a worldwide phenomenon and in many ways re-defined what is possible for a television show.

As the fans know, core to the story are the different family Houses like the Starks, the Lannisters, and the Targaryens. Each House is represented by their coat of arms or Sigils that also bear their House Words like the infamous “Winter is Coming” words of the Stark family in the North.

At Definition 6 we are extremely excited to help launch Join the Realm, an experience that allows fans to create their own House Sigil and then download, share, and post it in a variety of formats for the leading social networks and other purposes.

Join the Realm, which can be used in 24 different languages, gives fans an interactive sigil editor to name your House, enter your House Words, and choose from a variety of backgrounds, patterns, borders, colors, and icons. It can then be downloaded immediately or saved while generating versions of it that include Facebook cover photos and profile pictures, Twitter backgrounds, Wallpapers, and Instagram versions. These can also easily be shared out to your social networks directly from the site. And if you don’t feel like taking the time to create one yourself you can always just use the automatic “Do It For Me” Sigil generator.

One very cool aspect of the experience is that HBO wanted it to be available on leading smartphone and tablet platforms as well as desktop browsers. So the interactive editor hadJoin the Realm editor to be designed and built in HTML5 and Canvas, allowing the full site to be used on an iPad and an optimized mobile web site version available to iPhone and Android users. This does mean older desktop browsers and older smartphone browsers aren’t supported, but in the Game of Thrones some browsers win and others must unfortunately die.

We hope you have fun creating and sharing your Sigils. We had a lot fun making the experience and working with our friends at HBO on this. It may be Spring now in the northern hemisphere, but Winter is still coming…


“It's the family name that lives on. That's all that lives on. Not your personal glory, not your honor, but family.”

- Tywin Lannister


Tonight! The 2013 AMY Awards, #AMYS13

Tonight we are excited to attend the 2013 Atlanta Marketer of the Year (AMY) Awards, put on by the American Marketing Association (AMA). We have a big group from Definition 6 set to attend the event. The evening's events will start off with a cocktail hour sponsored by Synaptic Digital.

The AMY awards honor the brands that have created innovative marketing strategies and unforgettable campaigns during the past year. Agencies and brands have been nominated in categories such as visual branding, integrated marketing, email, web & interactive, search, and general advertising. A full list of the finalists are on the AMY awards’ website

Our client, Herschend Family Entertainment, will also be in attendance at the Fox Theatre tonight. The Herschend property website has been nominated for an award in the category "Web & Interactive Marketing - Lead Generation/Ecommerce." We hope to see you at the awards ceremony tonight, but if you can't attend, be sure to follow the action on Twitter @Definition6. The hashtag for the event is #AMYS13.


PBS Launches Downton Abbey Recap Video to Promote Season 3

The wait is almost over – Downton Abbey’s Season 3 premieres in January 2013. To generate buzz for this, we worked with PBS on Masterpiece’s Downton Abbey to create a 5 minute recap video of seasons 1 and 2, which launched on their website earlier this week.

The goal was to create a shareable video that would tap into the existing fan base of really loyal fans, but also engage and entice new fans from a wider demographic to get a glimpse into the dramatic storyline.

Downton Abbey Season 3 RecapThis web-only video presented the interesting challenge of compressing more than 19 hours of programming into 5 minutes. The team at Definition 6 screened all the episodes, created character outlines, segmented storylines and wrote the voiceover script to incorporate with the sound bites from the footage. Culling the episodes down to the bare essentials was not easy with a show as rich in story and character as Downton Abbey. It helped that the voiceover is written in a casual American style that plays well in contrast to the show clips, allowing more of the show’s character and personality to come through. The viewer is drawn in by the rapid narrative and quick cut highlights. 

What do you think? Check it out for yourself or visit PBS to learn more.

Doug Dimon – Creative Director, Definition 6
Lisa Miller – Executive Producer, Definition 6 
Kristy Jefferson – Producer, Definition 6
Mark Rapasky – Edit, Definition 6 
Brett Graves – Sound Mixer
Dan O’Sullivan – Talent / VO
Sloan Carroll – PBS
Jennifer Allen – PBS



#Creative Ideation: Does Success Come in a Bottle?

Since my last article on Ideation came out, there has been an interesting study done by the University of Illinois at Chicago regarding the effect of alcohol on creative problem solving. The study worked with the proposition that alcohol affects the brain by diminishing the working memory capacity (WMC) and that WMC — the ability to remember one thing while you’re working on something else; is more useful for analytical problem solving or problem solvers. 

This study proposes that diminishing our WMC actually leads to creative breakthroughs. So how would diminishing your ability to concentrate or focusing your attention increase creative problem solving results? There are two theories at play here; the first is that the use of alcohol opens up the brain to accessing remote ideas or neurological pathways in the brain, and the second theory is that the use of the alcohol inhibits the linear reasoning process that keeps you on a singular track of thinking. Of course the researchers caution that the alcohol had to be used in moderation, just shy of what most states consider intoxication, (0.80 blood alcohol level). So it worked with just a moderate amount of liquid goodness, while getting a major buzz on it reduced both concentration and working memory tasks.

Another interesting side note from the study was that there were other things that tend to assist creativity; working in groups with varying levels of skill, working in groups of three versus groups of two, changing one’s routine, sleeping, and one we cannot control: aging… Damned, at least there is one good thing about getting old.

Apart from the history of artist’s using mind-altering substances for creative inspiration, I really am personally hesitant to recommend alcohol to enhance creativity so let's just say it should be a personal decision, not to be lightly taken. This is because so many famous creative talents self-medicate to basically “turn off” their minds. Pearl Buck once said: "The truly creative mind in any field is no more than this: A human creature born abnormally, inhumanly sensitive." And sensitivity is not necessarily an asset in our modern society.

To recap the most effective ways to be creative and ideate

-       Brainstorming seems to be generally a poor method when used in any process that is linear and in a rigid timeframe or formulaic

-       Presenting the problem in a creative way tends to get creative responses

-       The use of three individuals tends to trump just two

-       Conflict should not be avoided in an idea presentation or formulation

-       If ideation is critical to an organization, then anything that can take office politics out of the sessions will help with the results

You have to be a critic. Someone is going to have to make the call on the decision or direction of the ideation and decide on which ideas are moved forward, which are tabled. The lack of leadership is probably the greatest idea killer of them all. Many great ideas do not move forward because they lack a champion or critical thinker. When I think of a business with such an individual as an example, I would have to say Steve Jobs’ role at Apple. I am certain that Jobs didn’t always make the right choice among the ideas that were developed and brought to him, but once he chose an idea to develop, he became the first and last evangelist of his company’s products from creative ideas. Innovation was key to his decision-making criteria and he was also a champion critic.

Prior to any ideation session, list the requirements of the solution. Many ideas might sound good, and based on the individual’s presentation / persuasive personality, those ideas may have energy and seem like viable options. However, to lead-  to use critical thinking when dealing with new and unique ideas - keep the objective or goal at the forefront of your decision, and it can help break any deadlock to decide on which idea to pursue. If you have two great solutions or ideas, pick one and table the other for a future campaign, but most importantly, make a decisive call. I find the most frustrating aspect of ideation is the lack of decisiveness or trying to use a “Frankenstein” solution of cobbled ideas. As a leader, you need to be make tough calls to bring breakthrough ideas to life..

Great ideas don’t come pre-packaged together and there is no secret formula for creativity, but following my guidelines can give you and your team a better chance at the next BIG idea.