Every year we get together as a team to review our work and select elements to enter into the ADDYs. Advertising isn’t about awards, of course. It’s about results. The best advertising resonates beyond trends. It makes a cash register ring - or these days, beep. It fills beds, creates trust, and opens doors to possibilities the guest hadn’t considered.
Bexar County had a challenge faced by so many election officials across the country: how to communicate pandemic safe voting options for residents. Given the opportunity to serve as their agency for this effort, our team dove in with research, buying power, and creative.
Here's the story of the multi-million dollar, seven-day-concept-to-launch, three-week-long campaign, filled with shifting deadlines, political sensitivities, and a mission that was critical to every single person in Texas.
The Atkins Group (TAG) was awarded the Gold Telly for its 60-second commercial featuring a testimonial ad for St. David’s Healthcare as well as two bronze awards for two additional videos.
History has taught us that in the aggregate, crisis situations, no matter their length, are tunnels. They may be long and pitch black, but there is an end to it, where light and recovery beckon. Industries are reshaped, cultures adjust, economies lurch forward. Leaders who communicate to their teams that their current crisis is a tunnel will keep and build the long term trust of their people and community.
We’ve started taking an evening walk. Just a half-mile circuit around the neighborhood. We do it after dinner, and it is a nice time to get some fresh air and connect with each other
We can pretty much guarantee that this is the most eclectic playlist you might ever find, spanning from boy bands to classical, grunge to hip hop, and everywhere in between.
We decided to establish a Seamless Fusion Model. In 2019 we began investing much more in two key components: Predictive analytics that would draw insights from both client and proprietary databases to derive intelligence, and an external digital/programmatic buying group that would be big enough to buy direct for our clients as well as other mid-range independent clients.
Recently, we've been able to expand the depth of insight provided by tagging a device ID pixel to our display advertising tactics, specifically for our tourism clients. This has expanded our learning so we can track not just how the device ID advertising buy performs, but how well other digital partners (Expedia, TripAdvisor, GasBuddy, etc) are contributing to visitation. With this approach, rather than capture devices in a specific area, we simply add the tracking pixel, then track who saw those ads and came to the market. While this can’t be executed for search and social, it works very well for our display and some of our video campaigns - anything that can be clicked and directed to the website. Clients that have taken advantage of this expanded capability have leveraged valuable insight on top-performing media partners based on total visits as well as ROI based on spend levels for each of those vendors.
The Atkins Group (TAG), a San Antonio based full-service ad agency, received a gold and silver Hospitality Sales & Marketing Association International (HSMAI) Adrian Award in connection with work for two Texas tourism clients–Visit Plano and Visit San Antonio. The 63rd annual Adrian Awards are the largest and most prestigious global travel marketing competition. Adrian Awards recognize hospitality brands and agencies for their work in advertising, marketing, and public relations and over 1,100 entries were submitted for the 2019 awards.