NEW YORK—Euro RSCG Magnet has launched PopWorx, a new offering designed to meet the growing demand for high-impact, non-traditional marketing initiatives such as viral marketing, guerilla marketing, street theater, gaming, blogosphere communications, celebrity and influencer seeding, event marketing and product placement.
The new offering will be led by senior vice presidents Jason Schlossberg and Marvin Mack, who will also be developing a national and exclusive PopWorx network featuring boutique interactive developers, celebrity wranglers, experiential marketers, and trendspotters. One key partner is Night Agency, a New York based non-traditional promotions agency Magnet has already worked with on several accounts.
“Today’s consumers are much smarter than the average marketer as they find more and more ways to decline brands’ offers to participate in their lives,” says Schlossberg. “With PopWorx, our purpose is to authentically orchestrate ways to make a brand an organic part of everyday conversation among consumers – primarily by respecting them, giving them credit and acting as their ally. In other words, by marketing in the masses not to the masses.”
Euro RSCG Magnet has already been working with a number of clients in this capacity over the past several months, most notably Yahoo! HotJobs, The Absolut Spirits Company, Heineken and Johnson & Johnson. In addition, Euro RSCG Magnet has just been awarded two confidential PopWorx assignments from Atkins Nutritionals, Inc. which will begin early next month.
“Today’s marketers understand that their most desired consumers are fundamentally challenging brands to find relevant ways to connect and inspire them,“ says Mack. “Brands that fail to make that connection could wake up one day and realize that an entire generation of consumers has no memorable connection to their brand. If there’s no connection, there’s no reason to have a relationship. Our job is to find that connection point and to develop campaigns that allow marketers to interact with their most influential consumers.”