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This digital experience design shop offers myriad technology solutions for brands, such as prototyping, application development and digital product design, but it also supports that architecture with strategy, planning, communication and data science. Hence our tagline: making creativity a science. We donвЂ™t think that your idea is more creative than somebody elseвЂ™s opinion, but we believe that our strategic approach will be connected directly to outcomes that can be measured and scaled. Third, itвЂ™s all about being a trusted advisor to your clients at the end of the day. In the age of digital, clients have plenty of choices, and they are a keystroke away. Second, donвЂ™t approach them as if weвЂ™re the вЂњgods of creativity,вЂќ and they (client) are вЂњsubservientвЂќ (know nothing about marketing).

What are the imperatives of successful client-agency relationships in 2021?ДЇirst, itвЂ™s all about showing respect to your clients by speaking their technical language. The third is being creative and saying that if between the four or five companies youвЂ™re competing against, comparable attributes could be put into an Excel sheet, and everything sounds alike. Do you know what the other guys are doing before you start creating your own messaging? Do you know what works for them or doesnвЂ™t work? Not knowing that is a guarantee for a fail, because you might create a message that sounds exactly like your competition-which means youвЂ™re not going to be differentiated. And if theyвЂ™re humans, they do have emotions and impulses, but unlike an impulse buy where you pull out your credit card, they can pull out a credit card and spend a multi-million dollar contract-a decision just like that. Before you start anything, understand who they are, because theyвЂ™re humans.

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They all have their interests, and theyвЂ™re not buying the contract for them or the agreement or the product or the software or the service for the reasons you think they are, which could be the functionality of it.Дigital trust is about understanding the psychology of the decision-makers, stakeholders and influencers. First, the stakeholders are the people sitting in a committee it could be a CFO and a CIO, and a bunch of other people. There are several trust pillars to build that brand among stakeholders, decision-makers, and influencers, which is really how a business transaction takes place. If you canвЂ™t build trust, you can be the best and wisest and most innovative company, but you will lose the battle if you donвЂ™t create the right quotient of trust in that theater of being evaluated. What we found is that at the end of the day, the most critical word that defines your digital brand is trust. For example, in B2B or B2G, when youвЂ™re trying to win a three to a five-year contract for services or products youвЂ™re selling.

What is the most critical imperative for effective B2B branding in 2021?ДЄt Borenstein Group, we believe that the short answer is building digital trust. RFP CONTACT: /contact-usД®XECUTIVE Q&A WITH GAL S. HAS WORKED WITH: Academy Sports+Outdoors, Navy Federal Credit Union, PeetвЂ™s Coffee, DukeвЂ™s Mayonnaise, AdventHealth, Dixie Vodka

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Additional engagements included trivia, a driver pool, live analysis from NASCAR media members and a Q&A with Chastain himself.

Attendees received home viewing kits ahead of time and programming at the event featured exclusive content and viewing angles that only attendees had access to, from an up-close look at the AdventHealth car to a personal tour from the pit crew coach. The 45-minute pre-race event was preceded by a video from AdventHealth driver Ross Chastain welcoming VIPs.

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With sports sponsorships taking a virtual turn this year, Bespoke worked with AdventHealth to deliver a personalized hospitality experience for 35 partners using its own digital hospitality platform that it activated at the Coca-Cola 600 NASCAR Cup Series race in May. This six-year-old shop was recently named a Best Sports Event and Experiential Marketing Agency by SportsBusiness Journal and added two experiential marketers, Jerrold Kinney and Lauren Boger, to serve as project managers to support recent client wins.