Mobile Sports Innovations: College vs Pros

Q & A with Bryon Morrison, President of Digital

What do you think about colleges using mobile technology to engage fans and enhance the in-stadium experience?

It’s a requirement.  Just as people use mobile as a companion to television viewing, event attendees want to enhance their in-stadium experience.  For first-time attendees, that might be to document and revisit experiences or share the experience with others.  For regular attendees, that could be a second dialogue to the game or access to unique experiences.  The key will be understanding individuals and treating them accordingly.  That’s when it becomes a business benefit.

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JCPenney Celebrates Self-Expression In New Back-to-School Campaign

Posted by in Digital, Our Work, Social

Screen Shot 2014-07-29 at 10.47.06 AMJCPenney is celebrating self-expression during the back-to-school season with an interactive digital experience that shows how the perfect fit inspires kids to stand out and feel one-of-a-kind.  On July 16, TMA and JCPenney launched the “Express Yourselfie” program for mobile web and desktop browsers that allows users to create customized emojis from uploading their personal selfies.

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Generation Z: A Shift In Family Dynamics

Posted by in Leadership


Q & A with Jordis Rosenquest, VP of Planning & Insights

What are some interesting characteristics of Gen Z (the generation after Gen Y)?

For starters, Gen Z doesn’t want to be treated as kids.  They consider themselves aspiring adults and in truth their role in the family has grown considerably.  Family bonds — especially bonds with their siblings — are really important to Gen Z.

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Wearables & The Quantified Self Movement

quantified-self_By Tom Edwards, SVP of Digital Strategy & Innovation

I was recently asked by ADWEEK about opportunities for brands and fitness wearables.  The discussion focused on utility and the future of the quantified self movement and whether hardware or software is the way to go.  The final portion of the conversation was focused on fashion vs. function and the importance of aesthetics for mass adoption.  Below is my full commentary.

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Favorite Entries From Cannes Lions 2014 Festival

20140218_Chris Smith, Chief Strategy Officer at TMA, served on the Cannes Lions Promo & Activation jury last week.

What were your favorite entries at Cannes and why?

Sound of Honda, created by Dentsu Japan, did an amazing job of taking something obscure like Big Data, and making it emotionally relevant to consumers.  F1 legend Ayrton Senna (killed in 1994) set a speed record in Suzuka, Japan in 1989.  As luck would have it, the sound of his lap was recorded by Honda.

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