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AGENCIES ARE BUILDING ESPORTS AND GAMING STRATEGIES—WHAT MARKETERS NEED TO KNOW
June 24, 2021
R&CPMK Vice President of Consulting Rob Twiddy shares his insight with AdAge, on how agencies can help brands design successful strategies in esports and gaming to reach core audiences. In addition, Twiddy highlights some of R&CPMK’s high-profile work in the category with clients Mastercard and Cisco. Here’s what he had to say: Esports has the most growth potential, but brands shouldn’t rush into the space without a plan, says Rob Twiddy, VP of esports and gaming at marketing agency Rogers & Cowan PMK, which is part of the larger Octagon Sports and Entertainment Network. “The biggest misconception is that esports will be impactful from day one,” Twiddy says. “By dipping your toe in the water, you’re not going to see the ROI. We always preach what is the 3-to-5-year plan. At that point, you will start to see the impact and the justification of why you entered the space. If you’re looking to be opportunistic and jump in and do something short-term, you’re going to be misled by the results. You need to ingrain yourself in the community.” R&CPMK helped construct Mastercard’s first global esports partnership with Riot Games, which is the developer of the most-watched esports game in the world, League of Legends. Since the beginning of the partnership in 2018, the agency says it developed a 360-degree marketing plan each year including digital experiences, broadcast integration, opening ceremony sponsorships, on-site production and execution across the largest events in League of Legends esports such as Mid-Season Invitational, Worlds, and its All-Star event. The agency also helped Cisco take its first step into esports by assisting the partnership between the tech company and League of Legends. Through the partnership, Cisco now powers League of Legends’ pro gameplay and its remote broadcasting capabilities. To read the full article click here
https://youtu.be/cDp0kmCPxYw New Podcast to Deliver Unique Trends and Insights, as well as Engaging Interviews with Cultural Creators and Leaders R&CPMK is excited to introduce the newest extension of its popular monthly digital series, “Culture Soup,” with the addition of the “Culture Soup Podcast.” The new video-podcast series delivers a fresh audio installment of unique insights from the worlds of fashion, entertainment, music, and more, and is available on YouTube or wherever you find your podcasts. Hosted by R&CPMK’s Senior Director, Multicultural Marketing and Communications, Marissa Wallace, the “Culture Soup Podcast” also welcomes cultural trailblazers, creative visionaries, and brand leaders
Meilani Weiss, R&CPMK’s EVP of Brand Integrations, shares the importance of strategic placement in her new op-ed piece for Media Post. To view the article, click here. Media consumption of the modern viewer looks very different than it did just a few short years ago. The COVID-19 pandemic, along with the preferences of both millennial and Gen Z cohorts, have accelerated a fundamental shift to digital streaming. Most young adults under 29 have never subscribed to a traditional cable package, and they likely never will. What’s more, many of the new digital TV platforms are completely ad-free, and nearly