Blog

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A Website With Soul and Purpose.

A Website With Soul and Purpose.

03.14.2022
Tim Taricco
Interactive Developer

We’re honored to be a part of helping the All For Humanity Alliance (A4H) in its fight against child exploitation and human trafficking. Take a look at the website we recently built and launched for A4H.org.

uabb-device-laptop

A Tailored Experience for Each Audience.

The A4H website serves up loads of educational resources and provides one-click social posting functionality for any student, parent, influencer, or organization that wants to join the movement. The website also gives everyone the ability to find volunteer opportunities, donate, sign up for news alerts, and even buy branded A4H merchandise to show support for the A4H cause.

Engineered to Perform.

There’s always a balance between beautiful design and top-ranked website performance. A4H.org accomplishes both. The A4H.org site was built and optimized to provide the best possible visitor experience. Google PageSpeed Insights measures 4 key website components using a 1-100 scale: Performance, Accessibility, Best Practices, and SEO. The A4H.org website scores high in the most important test; mobile user experience. Google uses website user experience as a key factor in determining search engine placement, which makes high report scores critical to success.

Lighthouse Report

Superstar Influencers and Partners.

Having Ashton Kutcher, Demi Moore, and other big-time celebrities on any site is always a bonus. We integrated a wide array of videos into the site from key partners that are supported by A4H. And we provided multiple opportunities for people to see the impact that these organizations make on the front lines of combatting human trafficking and child exploitation.

Posterframe

Learn More About BlackWing’s Website Capabilities.

If you want an amazing site that inspires as well as it performs, let’s chat.

Tim’s Posts

07.06.2022 If you want to get noticed, technical website performance matters.
03.14.2022 A Website With Soul and Purpose.
09.09.2021 How will Apple’s new OS Update Impact Your Marketing?

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A Bold New Brand For A Thriving Healthcare Consultancy.

A Bold New Brand For A Thriving Healthcare Consultancy.

02.01.2022
Jonathan Butts
President and Executive Creative Director

You’ve heard of powerhouse companies like Accenture and Deloitte. Freed Associates is an independent, California-based healthcare consulting firm that’s on the same par (or often better) in terms of delivering high-quality work and outcomes.

Like many successful businesses that are busy delivering outstanding results for clients, Freed hadn’t refreshed its brand for many years. BlackWing Creative was honored with the responsibility of reimagining and revitalizing the corporate image of this highly respected organization in nearly every way.

A Bold New Brand For A Thriving Healthcare Consultancy.

More than eye candy.

Since the entire healthcare industry has been undergoing astounding change, BlackWing began by helping Freed reposition itself for today’s marketplace — and beyond. This involved crafting a full message house to align with Freed’s newly defined core service and product offerings.

A mantle befitting a top-tier organization.

Although Freed is an extremely humble consultancy, it also has the right to be confident and proud of its capabilities. BlackWing helped Freed undergo a metamorphic transformation — from a more conservative corporate image to a vibrant, energized, powerful brand expression that exudes a modicum of well-earned swagger.

Website: Before and After.

Before After
A Bold New Brand For A Thriving Healthcare Consultancy.

Jonathan’s Posts

03.25.2024 Ineffective Advertising is a Climate Crime.

02.08.2024 BlackWing Will Weigh in on the World’s Best Creative Work.

11.27.2023 Built to Win.

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How will Apple’s new OS Update Impact Your Marketing?

09.09.2021
Tim Taricco
Interactive Developer

In late September, Apple will release updates for iOS 15 (iPhone), iPadOS 15 (iPad), and MacOS 12 (Mac) that will forever alter one of the most widely-used key performance indicators (KPIs) for email marketing — the open rate. As a result, your corresponding marketing analytics data are about to get a bit wonky.

Here’s what’s happening.

In September, Apple is implementing privacy changes within the default Mail app that will affect the ability of email marketers to see open rates on email campaigns accurately.

Apple users who install the new operating systems and use the Mail app will be presented with a prompt giving them two choices; “Protect mail activity – hide IP address and privately load all remote content,” and “Don’t protect mail activity – show IP address and load any remote content directly on your device.”

These choices are very similar to the privacy options Apple introduced six months ago with iOS 14.5 and iPadOS 14.5 that prompted users about sharing their data with the apps they install. It’s important for marketers to note that in April of 2021, Flurry Analytics estimated that 96% of iPhone and iPad users chose to not share their data with apps. Hence, it is likely that users will make a similar choice with the newest update to the Mail app.

How will this impact your marketing?

Estimates vary, but it’s widely known that about 30-50% of average email marketing lists contain contacts that use the default Mail app on iPhone, iPad, and Mac.

When it comes to tracking email marketing open rates, email broadcast systems include a small invisible image embedded in the email code. When an email is opened by a user, that invisible image loads, which in turn sends a signal reporting back to the email broadcast analytics solution. The result is, you know the percentage of people that have (or have not) opened your emails.

If a user chooses “privately load all remote content” when prompted by Apple’s new Mail app, the software will automatically load the invisible image when the message is received, not when the message is opened by the user. This will result in the appearance that an email was opened when it’s quite likely that it was not.

The result?

Starting in late September, you can expect to see a jump in your email marketing open rates.

An increased percentage of your reported email open rates will be bogus.

The cascade effect of false open rate metrics will result in your other marketing KPIs suddenly looking less productive. In other words, get ready to hear people asking, “Our open rates have gone way up but our click-through rates, conversion rates, cost-per-lead metrics, etc., haven’t budged. What the heck is going on?”

And then there’s the alias email address factor.

Apple Mail app users who use an iCloud mailbox will gain the ability to create disposable, alias email addresses to use for subscribing to mailing lists. The alias email addresses will route mail to the users’ iCloud mailboxes. The result of the disposable email addresses will mean that your mailing lists in the future may be less accurate since many users are more likely to abandon email aliases. This will act as a multiplier for false email open rates since the Apple Mail app will still trigger a read response when your email messages are received.

So what should marketers do now?

First off, every marketer should get out in front of this new change in order to manage expectations. After all, it’s better to be the knowledgeable expert giving everyone a heads up versus being on the defensive end of reporting meetings.

Second, be sure to add more compelling and more numerous call-to-action links within your email messages since these will serve as a more accurate barometer for email marketing effectiveness.

Tim’s Posts

09.09.2021 How will Apple’s new OS Update Impact Your Marketing?
02.01.2018 Sneak peek: Amazon Spheres and the future of retail.

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Who Can Afford To Enter Award Shows In 2021?

Who Can Afford To Enter Award Shows In 2021?

02.23.2021
Jonathan Butts
President and Executive Creative Director

The pandemic has been a financial and emotional kick in the bum for almost every company — especially ad agencies. So, shelling out a hefty chunk of cheddar to potentially win some shiny baubles is out of the question for most industry folks.

Unless you enter the International Caples Awards, which is now free.

I’ve judged a lot of different shows throughout the past 20+ years — Mobius, ADDYs, ECHOs, Creativity International — and Caples, which is by far one of my favorites.

Why, you ask? So far as I know, this is the only international show that’s run 100% by creative people, for creative people. It’s a volunteer effort that’s powered by highly recognized, influential creative leaders from around the world. And it’s a labor of love for everyone involved.

Some award shows are run as businesses to make money for people who wear suits. And they are expensive. Very expensive. Quite often, the winning work is sub-par (as in, please visit our trophy shop and fill your cart).

Because of its love for promoting great creative work, and due to the pandemic, which left many of us feeling like the entire advertising industry was put on pause, Caples decided to make the show free to enter, starting in 2020. And that decision carries forward.

Free doesn’t necessarily mean crap creative work.

I’ve judged Caples for several years, and last year the number of entries as well as the quality of work was up. Small, independent agencies submitted work and won, which was as pleasing for those of us on the jury panel as it was for the agencies. And it was quite satisfying to see stellar ideas from small shops that simply could not afford to enter in years past.

Naturally, we had to do all of our judging, chin wagging and debate over Zoom, which, as you can imagine, was a challenge with jurors gathering from around the globe, many times in the wee hours of the morning, some logging in from their coat closets (not kidding), and a lot of us with major bed-head. But it was fun. And we persevered. And the show went on, as it will again in 2021.

I’m proud to be judging the Caples in 2021. This year the esteemed throne of jury President will be filled by none other than Steve Aldridge, CCO of Wunderman Thompson London. And we’ll have judges from the United States, Australia, Belgium, Canada, Chile, Germany, India, New Zealand, Portugal, Spain, the Philippines, the UAE and the UK.

There’s still time to get your entries in. For free.

The deadline for FREE entries is April 30, so go ahead and nab your Entry Kit with details of categories, rules, how to register and submit work, etc.

To enter work, start here.

And check out the winners from last year.

I hope to see loads of entries from smaller independent shops this year. So please, throw your best creative work to the wolves, I mean throw your hat in the ring, and we’ll see what rises to the top in London this May.

Jonathan’s Posts

03.25.2024 Ineffective Advertising is a Climate Crime.

02.08.2024 BlackWing Will Weigh in on the World’s Best Creative Work.

11.27.2023 Built to Win.

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BlackWing client Alaska Air Cargo delivers first COVID-19 vaccines in the state of Alaska.

BlackWing client Alaska Air Cargo delivers first COVID-19 vaccines in the state of Alaska.

12.18.2020
Stephanie Cooper
Account Director

Some of the first vaccines have been flown to frontline healthcare workers in some of the most rural communities in the state. Alaska Air Cargo worked closely with pharmaceutical and cargo partners, as well as the Alaska Department of Health and Social Services, to organize and ensure the safe travels of the critical shipment. It includes thousands of doses of the vaccine for healthcare facilities.

See pictures and complete details on the Alaska Airlines Blog.

WANdisco — New Digital Life for the Live Data Company.

Stephanie’s Posts

02.03.2020 Creative work brings tears of joy to clients’ eyes.

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Judging Some Inspiring Work At Creativity International Awards.

Judging Some Inspiring Work At Creativity International Awards.

10.07.2020
Jonathan Butts
President and Executive Creative Director

The Creativity International Awards never fail to fire up the imagination. And I count myself lucky to be among creative scions from around the globe judging hundreds of quality entries this year.

This competition has been recognizing great design, advertising and marketing since the 70’s. And it’s one of the longest-running, independent advertising and graphic design competitions in the world.

Naturally, mum’s the word on work I think will score big (winners will be announced in a month or so), but I can tell you there’s more emphasis than ever on social, mobile and IoT-driven creative ideas. That’s not a shocker, but it does have implications for organizations that conduct B2B marketing, especially given the fact that Millennials and Gen Z make up nearly 40% of the workforce, and a substantial portion of this audience has moved/is moving into key decision-maker roles.

Winning entries will be selected for their quality of art, or their advertising impact, or both. And I’ll be sure to post again when winners are announced.

Jonathan’s Posts

03.25.2024 Ineffective Advertising is a Climate Crime.

02.08.2024 BlackWing Will Weigh in on the World’s Best Creative Work.

11.27.2023 Built to Win.

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Welcome, Seattle Kraken.

Welcome, Seattle Kraken.

07.28.2020
Charlie Worcester
Associate Creative Director

Last week in Seattle, a moment of brightness emerged from the murky depths of the global pandemic. The newest NHL franchise finally unveiled its logo, colors and team name to the hockey world — the Seattle Kraken.

Naming a hockey team after a mythological sea creature from Scandinavian folk lore (not to mention a few cheesy Hollywood movies) may be ridiculously campy — but it’s also a bold move and just so damn cool.

The execution of the brand is sharp and crisp, and it doesn’t disappoint. I applaud whoever resisted the temptation to create a full-on monstrous squid illustration, as numerous fan-created iterations had done prior to the reveal. Sure, it may have been bad-ass looking, but it’s the absence of such an element that makes the logo all the more dramatic and foreboding (see 1975’s “JAWS”).

Welcome, Seattle Kraken.

The “S” primary logo is a nice nod to Seattle’s original pro hockey team, the Metropolitans. However, it’s the details within the letterform that make this mark so appealing. The single tentacle twisting up the “S” is an excellent use of negative space. The ominous red eye feels just right. Four shades of blue make the color palette distinctly Seattle. Add to this a secondary logo that wonderfully melds a ship’s anchor with the iconic Space Needle, and you’ve got the makings of a solid visual brand. All that’s left is to take to the ice.

This future hockey fanatic can’t wait for 2021.

Welcome, Seattle Kraken.

Charlie’s Posts

07.28.2020 Welcome, Seattle Kraken.

01.18.2019 Reindeer can fly. Woodchucks too.

10.20.2017 BlackWing On Hand as a New Era Begins for Alaska Air Cargo.

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Caples 2020

20+ Ace Creative Directors. 1 Legendary Show. #%! Covid-19.

05.27.2020
Jonathan Butts
President and Executive Creative Director

The International Caples Awards celebrates great creative work from around the world, and it has run every year since 1978. In the face of Covid-19, many creative competitions either bailed or postponed to 2021.

Caples decided to keep banging the drum for great creative work no matter what by following Winston Churchill's advice. Throughout the dark times of war, the British PM ended every meeting with a call to “Keep buggering on.” And thank goodness, that's exactly what Caples did this year.

In my 13 years of judging this show, 2020 was one of the best years yet. The overall quality of the work was astounding and winners can be viewed at Caples.org.

Creative Directors from multiple countries — many working 50+ hours per week on half pay due to Covid — tackled the challenge of judging over 1,200 entries. The result: 22 Golds, 109 Silvers and 224 Bronzes, and some of the best overall work entries the show has seen in years.

Caples is an awards show run by creative people for creative people. And this year it went above and beyond to fulfill that commitment.

About The Awards
The International Caples Awards is the only direct response and digital competition for creatives that’s judged exclusively by creative directors. The competition was founded in 1978 by Andi Emerson in honor of famed BBDO direct marketing copywriter John Caples.

Jonathan’s Posts

03.25.2024 Ineffective Advertising is a Climate Crime.

02.08.2024 BlackWing Will Weigh in on the World’s Best Creative Work.

11.27.2023 Built to Win.

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Numbers don’t lie. Snail mail marketing is making a comeback.

02.13.2020
Samira George
Junior Copywriter

Email, display ads, social and other forms of digital B2B advertising are an effective way to relay an immediate thought. However, research reports show that these media channels on their own are losing the ability to be effective.

Experts estimate that most Americans are exposed to somewhere between 4,000 and 10,000 ads each day.1 And a recent United States Post Office report suggests that millennials, as just one age group, are suffering from digital fatigue to a point that they actually prefer physical correspondence over the glow of a screen. Nearly 50 percent of millennials are so overwhelmed by the sheer abundance of digital ads that they either ignore them, look to ad blockers for help, or try to avoid using technology altogether.2

The big surprise for many marketers is that the current era of digital overload is fueling a resurgence in the effectiveness of direct mail (DM) marketing. In fact, studies show that direct mail now offers an average of 29% return on investment (ROI).3*

As you would suspect, the amount of physical mail an average business receives is on the decline, so there’s more opportunity for businesses to stand out. According to recent data from the Direct Marketing Association (DMA), direct mail response rates are at an average of 9% and climbing. This stands in stark contrast to average response rates for email at 0.6% and online ads at 0.2%.3

Direct mail isn’t going to dethrone digital. But the right strategic blend of digital and DM marketing is delivering some of the best B2B results we’ve ever seen.

As one of the world’s leading B2B marketing agencies, BlackWing Creative runs scores of integrated awareness and lead-generation campaigns every year. What we’ve discovered is that the right cadence, placement and focus of digital marketing followed by highly targeted direct mail delivers far superior results.

If you’d like to know what integrated digital and DM marketing from BlackWing Creative can do for you, contact us.

1Finding Brand Success In The Digital World, Forbes
2“5 Myths About Millennials and Mail,” USPS
3The ANA/DMA Response Rate Report, 2018, Association of National Advertisers

Unisys

Unisys generated over 3,500% campaign ROI, and more than $100M in new revenue from one direct mailer.

Proofpoint

Proofpoint increased engagement with 15% of DM recipients booking face-to-face sales meetings.

Alaska Air Cargo

Alaska Air Cargo ran an integrated lead-generation campaign including direct mail that generated a 27% response rate.

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Creative work brings tears of joy to clients’ eyes.

02.03.2020
Stephanie Cooper
Account Director

DreamBox, a leading education-technology platform tapped BlackWing Creative to dream up some very big brand-campaign ideas. And based upon our clients’ reactions, we delivered.

“I just presented the new campaign at our annual meeting. Not only did it receive a standing ovation, but many colleagues were in tears and came up to me with hugs. I knew you were the right partners for us. You rock!”
Jamie Gier, DreamBox Learning, Senior VP Marketing

Right back atcha’ Jamie. We’re psyched to get this campaign in market. And so lucky to work with everyone at DreamBox.

Team BlackWing Creative

Stephanie’s Posts

02.03.2020 Creative work brings tears of joy to clients’ eyes.